You can have the best product in your niche market. But if the description for it falls short, your potential customers may never know.
Good product descriptions are paramount to boosting sales. To create awesome descriptions, it’s essential that you know exactly who you’re speaking to so you can know which words and tone of voice to use.
Including specific information and using SEO keywords helps you show up easier in search results and helps customers know exactly what they’re purchasing.
Making product descriptions short and skim-able will ensure your audience reads the entire description and doesn’t get bored quickly.
As you see, there are a few factors that go into writing product descriptions that boost sales. This article will look into them in more detail and highlight the importance of each.
What Are Product Descriptions?
Before learning how to write a fantastic product description, let’s look at what they are.
A product description is a block of text displayed on the product page explaining what the product is and why people should buy it. It is a mega-powerful piece of marketing copy that introduces the product's value. A compelling product description offers customers in-depth details about the product and what problem it solves.
This is your buyer’s second “touch” of the product, after seeing the picture. Product descriptions need to reel the reader in and keep them scrolling for more information.
How To Write Product Descriptions That Boost Sales
Writing a product description is simple. Writing one that is engaging and converts a click into a customer isn’t always as easy. Fortunately, there are steps you can take to make this process easier. Here are six tips for writing product descriptions that will increase your sales.
1. Create Buyer Personas
Knowing your target audience will be a huge help when you write your product description. Create a buyer persona by really digging into the attributes of your potential customer.
What do they wear? Where do they live? Where do they buy their coffee? Do they own pets? Where are they most likely to be on a Friday night? These are examples of questions you can ask yourself to determine their persona.
Let’s look at an example of why a buyer persona would be helpful:
Let’s say your product is a lightweight backpack for new mothers. You wouldn’t talk about how trendy your product is like you would for a product geared toward teens.
Instead, you’d highlight how lightweight it is and how it takes some of the stress off her back, quite literally. You would use a gentle, conversational tone instead of a formal one like in business writing.
Your word choice matters and your target audience heavily influences this.
2. Make the Solution the Focal Point
It may be tempting to write about all the cool specs your product has. That new, reinforced polyurethane coating just has to be talked about! You’re not wrong, but it shouldn’t be the focal point. Instead, how will that coating help out potential customers? What problem is it solving?
Keeping your focus on the solution will ensure your customers' needs are met.
3. Include Specific Product Information
Here is where you can boast about that polyurethane coating in more specific detail. Your product description should talk about the top features of your product as well as technical specifications, also called "specs".
This should include the product’s size, material, color, weight, and any specific care instructions.
4. Include SEO Keywords
Keywords help search engines like Google find your product. The easier it is for Google to find your product, the higher it will rank. Research the common keywords associated with your product and add them to your title, meta description, image captions, and headings.
5. Avoid Overused Phrases
If you’re thinking about saying your product is "the best on the market," think again. Being as unique as possible in your delivery when writing a product description is key. Instead of just saying a product is impressive, explain why. And be sure to be specific to the product and not the overall market.
Don’t use any market jargon either. It is safe to assume that most of your audience are not experts, so use easy-to-understand language.
6. Keep Product Descriptions Short
Your potential customer needs to be able to easily scan your product description. Keeping content short will ensure it performs better than longer content.
Break up text to allow readers to move seamlessly from one paragraph to the next. Forget what you learned in English class about paragraphs always being five sentences or longer!
Breaking up text allows for more white space, or empty space, which is visually appealing and easier on the eyes.
Keep sentences short to keep your readers' attention.
Use bullet points! They are easier than shorter sentences to scan. They are also handy for comparing your product with a competitor's inferior product and explaining why yours is better.
Use simple language. Your copy should read at no higher than an 8th-grade level.
Product descriptions are short blocks of text that describe a product and the value it offers. Always keep problem-solving in mind when writing one. Your customers will respect you for making the resolution of their issues the main priority of the product.
Keeping descriptions short and easy to read will keep your readers' attention. You don’t want them to get bored and never find out how your product is the best for them.
Using SEO keywords in headlines, titles, and text is important to drive traffic to your website. Just like you don’t want to overdo these keywords, you don't want to overwork commonly used phrases either. Be as specific as possible when describing why your product is useful for customers.
Boosting sales with a superb product description doesn’t have to be difficult. Just keep the customer in mind!