A product description is an important marketing copy that explains the product value to potential customers. It is a brief text that highlights why a product is worth purchasing. A great description that solves a problem through a product can compel online buyers to read and buy.
However, these seemingly few sentences can be the most challenging to write, and most marketers are susceptible to a common mistake: simply describing the product.
But aren’t all product descriptions supposed to do exactly that? Well, not really!
Compelling product descriptions are a blend of several ingredients. Each one aims to sell products to real people rather than act as a dispenser of information. If you only provide information about your products, they are no different from any other FAQ pages on your website, including the refund and return policy or shipping policy template.
Here’s the thing: optimizing product descriptions for search engines shouldn’t be an after-thought. But luckily, certain elements are simple yet effective in persuading and informing visitors about products.
Before we discuss the top five ways to write high-converting product descriptions that inform and persuade customers, here are a few things you should know about product descriptions.
What Is the Ideal Length of a Product Description?
There is no standard word limit or length for writing a product description. Instead of the length, focus on providing as much information as possible to help your potential buyer make a purchase.
A good practice is to keep the language simple so that it is easy to read and understand. Also, don’t forget to pay attention to the formatting of the descriptions.
Just remember, product descriptions should be long enough to be useful but short enough to be consumable.
Is There a Relationship Between Product Descriptions and SEO?
The answer is a resounding yes! All the keywords in your product description help your brand rank better on different search engines.
Make sure to strategically use all the keywords that describe your product or how a person would search for it online. It’s the number one thing you can do to rank better on search engines.
A word of caution: do not overdo keywords. If you do, you risk compromising readability and information.
5 Elements of Compelling Product Descriptions
1. Focus on Your Target Audience
Your products are not going to solve everyone’s problem. That is why when you write descriptions for a huge crowd, most of them end up wishy-washy and addresses no one.
The best product descriptions are those that are written keeping in mind the ideal target audience. They address the potential buyer personally and directly and feel like your brand is conversing with visitors.
To ascertain your ideal buyer, start by imagining them. What is the kind of language they use? Do they appreciate humor? Is your audience okay with slang and words like ‘crappy’? What might be the questions in their mind while viewing the product?
It is important to consider the way you will speak to your target audience in any physical store. Now, try to incorporate that conversational language into your eCommerce site.
2. Attract With Benefits
Selling your products can be an enthralling experience, especially when you practically live and breathe your company, website, and products. But, unfortunately, your buyers don’t feel the same, and it takes a lot of persuasions to win them over.
Most visitors are not interested in the plane jane features and specs. Instead, they want to understand what’s in it for them—why they should buy it from you.
That’s why you must highlight the benefits of each feature instead of simply listing them. Consider each feature and its benefits. Sell an experience instead of a product by thinking about how your product can make your buyer healthier, more productive, or even happier.
3. Give Wings to Your Reader’s Imagination
It is a proven fact that when people hold a product, their desire to buy it increases. However, this is impossible when selling online. While some high-definition videos and testimonials can help, there is a copywriting style that can do the trick. It is by letting your visitor imagine what it would be like to buy your product.
For writing such descriptions, start your sentence with the word imagine and conclude your sentence or paragraph by stating how they will feel using your product.
4. Entice With Sensory Words
A secret extensively used by restaurants is the use of sensory words. Sensory words engage brain processing power and are usually used to increase sales. They allow your potential buyer to experience your content while reading.
Create vivid product descriptions and avoid using bland phrases such as “excellent product quality.” If you use such a generic description, you become less persuasive. Your product would be considered too boring to even check out, pushing away a potential customer.
Be as specific as possible by describing each detail and its benefits using words sensory like smooth, bright, crunchy, sharp, velvety, crisp, if possible. Product details bring credibility, but there is no way you can add too many details in product descriptions. Therefore, be specific, keeping your ideal buyer persona in mind.
5. Create Legible Descriptions
Packaging product descriptions with succinct, scannable designs can undoubtedly catch the attention of visitors. By appealing to their eye with legible descriptions, you encourage your buyers to spend time on the description section.
Here are few things to keep in mind to create such eye-grabbing descriptions:
- Write catchy headlines that usually resonate with the problem of the reader.
- Use easy-to-scan bullet points.
- Have enough white spaces.
- Increase your font size to promote readability.
A compelling description will always pay you back by pulling your potential buyer towards your products. Share the benefits of your product through sensory words, tell stories, and explain the minutest of details without being too explicit.
Make an honest effort not to be dull. Instead, delight your online visitors with experiences that they will never forget. And above all, write with passion because your enthusiasm for your products is infectious.
Ananta entered the digital marketing industry 5 years ago and has produced strategic marketing content for start-ups, tech brands, and VC firms. She helps content marketers, product marketers, and executives tell stories, achieve an online presence, and helps build brands that communicate with their users. She’s worked with brands such as Uber, Panasonic, Cremica, and many more. When she’s not writing, you’ll catch her engrossed in books, baking cakes, or watching great pieces of cinema. Get in touch here.