Product descriptions are simply displaying the features and characteristics of a product, right? Wrong! Many business owners and eCommerce marketers make the mistake of laying out what a service or a product is and what its properties are.
However, customers don’t want to see just a list of product characteristics. What increases customer satisfaction and will for sure augment your brand awareness and conversions is in fact demonstrating how you provide solutions.
It is quite common to use product pages to better optimize your business website for SEO purposes. Although SEO is definitely fundamental for your online presence, when it comes to product descriptions, SEO is not the main goal.
When writing a product description, you should be trying to answer the customer’s questions such as: What does your product do? How can it help me? What are its benefits? Does it fulfill my needs or make my life easier?
It is beneficial for both customers and business owners to use product descriptions. They make it easier for customers to find what they’re looking for and ultimately purchase that particular product instead of what the competition has to offer.
Therefore, writing effective product descriptions requires some thought and creativity but can be an easy task when following a few tips. In this article, we will explore the process of creating strong product descriptions that generate sales.
15 Tips for Writing Amazing Product Descriptions
Focus on the Benefits
First and foremost, it’s essential to not just focus on the features of your product but also highlight its benefits. When describing a product, you should be asking yourself what value it brings to customers. This means that you have to explain how it solves their problems or makes their life easier in some way.
Use the Right Language
Use language that your target audience is likely to use and understand. Write in a conversational tone, which evokes emotion from customers and prompts them to purchase from you. Also, make sure to avoid jargon and acronyms as not everyone may be familiar with them.
Include Relevant Keywords
Once you’ve defined the language your target audience is likely to use, it’s important that you include some of these keywords in your product descriptions. This will help search engines rank your page for them so customers find what they’re looking for quickly.
Write Unique Descriptions
Just like most SEO practices, duplication of content is frowned upon, so unique descriptions of products are advised. This is because search engines will position your product pages based on the quality and uniqueness of the content provided.
Snoop on Your Competitors’ Product Descriptions
Take a look at your competitors’ product descriptions; this will give you an idea of what works and what doesn’t. You can also gain some valuable insights from their strategies that could help you to write better descriptions for your own products. Just make sure not to copy them directly, as this can get you a penalty.
Keep It Short and Sweet
You don’t need to go into too much detail when it comes to writing product descriptions. Keep them short and sweet; no more than 250 words is the ideal length as customers lose interest if the description is too long.
Include Images and Videos
Whenever possible, always include images or videos to accompany your product descriptions. Images help customers visualize what you’re selling better, as well as add a bit of visual flair to your product pages.
Aim For Scannable Design
When writing product descriptions, it’s essential to consider the readers who don’t have enough time to read through paragraphs. Instead, use bullet points and sections with headings so that customers can quickly scan your product pages for the information they need.
Avoid Mundane Phrases and Superlatives
It’s important to avoid using stock phrases and superlative words such as “best”, “amazing” or “perfect”. This can make your product descriptions sound too scripted and lose their appeal. Instead, focus on telling the story of how beneficial your products are in a unique way.
Mini-stories are a great way to engage customers and help them understand your products better. You can use them to explain why the problem that the product solves is important, how it works and what kind of impact it will have on their lives.
Offer A Guarantee or Return Policy
Include a guarantee or return policy at the end of your product descriptions. Customers like to feel secure when they purchase from you, so it’s important that you provide them with some kind of assurance in case something goes wrong.
Hone Social Proof And Use It
Adding social proof to your product pages is a great way to boost your sales. It can vary from customer reviews, awards, and endorsements to other forms of recognition that show customers how others have benefited from your products.
Offer The Option To Ask Questions
At the end of your product descriptions, it’s also important to offer customers the option to ask questions about the product. This will make them feel more comfortable in making a purchase as they know that there is someone available to answer any queries they may have.
Split Test Different Versions
It is a good idea to split test different versions of your product descriptions to see which ones work best. This will help you narrow down the language and format to resonate with customers so that you can optimize your product pages for better engagement and conversions.
Check Spelling and Grammar of Product Descriptions
Make sure you scan your product descriptions for any spelling and grammar mistakes. All the information you provide must be proofread, accurate and easy to read. This will give customers a good impression of your business as well as increase the chances of them purchasing from you.
By following the tips above, you will be able to create better product descriptions that give customers an improved shopping experience, as well as boost your brand’s visibility and sales.
Also, remember that product descriptions are just one part of a successful SEO strategy. You should focus on optimizing other elements such as page titles, meta descriptions and URLs for better search engine rankings. With these strategies in mind, you’ll be able to create product pages that are not only optimized but also engaging and customer-friendly.