How to write a product description? Are you looking for an apt answer to this question? Here is one.
Product description is actually very important for your business if you deal in product offerings and E-commerce business.
Though product marketing might seem less important to some businessmen, writing product descriptions also contribute in conversion optimization and improving sales.
A good product description helps in generating sales and building brand personality.
Next big question pops here is do people really read product descriptions?
May or may not be. There is no solid evidence or stat to prove that.
But yes, there are numbers that are enough to indicate that some people glance and some spend considerate time on product pages.
If your potential customer is stopping at your website or product page for even a second, why not show him what you have got best in the best possible manner? This might increase the chance of people making attempts to know your brand in a better manner. Hence, better engagement.
What could be the possible reason for a potential customer navigating through your product pages but not making a purchase?
Here’s why – incomplete or irrelevant information.
Leaving your shoppers’ questions/search unanswered or unfulfilled affects the sales of your product in a worse manner.
When a person is not able to find the required information, he drifts away from your website. Would you like that?
Here is where writing an apt product description comes into role and leads the path to conversions.
Hence, product page information is an important component of a successful e-commerce website.
What Is Product Description?
- 1 How To Write Product Description?
- 1.0.1 1. Know Your Buyer & Define His Persona
- 1.0.2 2. Keep It Short & Simple
- 1.0.3 3. Lure With Benefits
- 1.0.4 4. Define Your Tone of Voice
- 1.0.5 5. Stick To Scannable Format
- 1.0.6 6. Edit Your Text For More Than Grammar & Typos
- 1.0.7 7. Optimize Your Copy For Search Engines
- 1.0.8 8. Appeal To Your Readers’ Imagination
- 1.0.9 9. Use Storytelling To Your Advantage
- 1.0.10 10. Learn To Show, Tell & Describe
- 1.1 Product Description Sample
- 1.2 Product Description Example
- 1.3 Product Description Template
- 1.4 To Sum Up
There is a product page. Then there is a product description.
What is product description in marketing?
A product description is information that states the features and benefits of a product to a customer.
It is a detailed description of physical characteristics (such as color, material, weight, etc.), special features (such as warranty, longevity, shelf life, etc.), benefits, usage instructions, USP and more of a certain product.
It is the description of the product that becomes the deciding factor for the customer to make a purchase at times. If the provided information is complete answering all the queries of a potential customer, then it is certain that the customer is likely to hit the BUY button.
Bottom line, you need to write a description of a product that persuades customers to buy.
Before writing a product description, be certain to learn answers to below questions:
- Who is this product for?
- What are the product’s basic details?
- Where would someone use this product?
- When should someone use the product?
- Why is this product useful or better than its competitors?
- How does the product work?
How To Write Product Description?
Every website has a different presentation style for its products.
Some represent information in bullets, some put it in tabular format, some put it in the form of images and some simply describe product features in paragraphs. It is totally up to you and the nature of the product which format to go with.
It is strongly suggested to keep experimenting with the formats so as to find out what can work wonders for your business.
Little tip: You can use A/B split tests tools like Google Optimize to determine what format works best for you.
Proceed With Product Writing
In order to stand out from the competition, you need to provide key product details in a way that it makes the shopper click ‘Add to Cart’. It is a critical task, but doable.
Follow 10 tricks to write a killer product description:
1. Know Your Buyer & Define His Persona
A buyer is a person for whom you have created a product and to who you would like to sell it.
Hence, it is mandatory to know your buyer first hand. Learn all about him.
Get acquainted with what your potential buyer wants, where he searches for it, what time does he visit online and other navigational habits. Find out how he navigates on your website, where he is spending more time, what makes him buy products from you and everything that can be useful in any manner to your business.
This information helps you create product copy specifically for the buyer and not any vague buyer.
Making your descriptions more vivid and personal, you will be able to hit the right spot with the aid of customer-centric descriptions.
Speak to your buyer through your descriptions in a way you would talk in person. Use the word ‘YOU’.
2. Keep It Short & Simple
This formula is the basic of any writing form. You write to express not to impress.
Product description writing is a tricky task. You have to explain the importance of product along with persuading the customer with your enticing piece of description.
Importance of product description cannot be overlooked.
An ideal product page is a combination of conversational paragraph-long descriptions along with quick bullet-points or highlights of the major features. Not to mention, visual assets are another very important component of a good product page.
Below given sample product description is an excellent demonstration of how to convey the most important information keeping it concise and simple.
3. Lure With Benefits
Remember, a potential customer doesn’t want to know what your product is or does. He already knows about it that is the reason he is on the product page at first hand.
They are looking for the answers to these questions –
- What is in it for them?
- How is it going to help them?
- What problems does it solve?
- How is it going to benefit?
And that’s exactly what you are going to tell them in your product description.
Answer all questions and doubts in your product descriptions.
What a product is about and its features are important in decision-making but not compelling enough to BUY it.
It is suggested that you list down all the features and specs of the product before start writing. Once you have the list with you, now you can speculate what benefits it offers.
Also, make sure you provide all relevant information to the buyer in your product copy.
Weave them in a persuading copy and there you go.
Here is a good example of a description for better understanding.
4. Define Your Tone of Voice
Your tone of voice portrays how you deal with customers.
It is completely a company’s call whether they want to keep it strictly formal or they can choose to keep it conversational to keep buyer experience light and connecting.
It is your tone of voice that differentiates you from the competition. It ensures great buyer experience on your website or the product page. A buyer tends to connect easily if he can relate with your tone.
Definitely, the tone should match the nature of the product. It won’t be appropriate to keep the tone lighthearted or goofy when writing about medical appliances.
Similarly, if it is about slippers or toys, you can choose to be casual with your writing tone.
5. Stick To Scannable Format
A research by Nielsen Norman Group suggests that 79% of visitors scan web pages. Only 16% of people actually read a web page word-by-word.
Present your information in easy-to-scan and easy-to-read format so as to make the buyer scanning your product page stop and actually read your content.
Making the description clear, scannable and appealing makes it easy to read. Here are some tips to resort to:
- Use catchy headlines/titles to entice your web visitor
- Use bullet points
- Include plenty of white space
- Highlight important points by increasing font size, changing font style or even using colored text
- Ensure optimum readability with apt font size
- Add images, videos and customer testimonials
6. Edit Your Text For More Than Grammar & Typos
When you are done with your first draft, read it aloud to yourself.
Are you able to convince yourself to buy the very product?
Or, you can make someone to read it for you and ask for feedback.
This technique really helps.
When you write or even read, it is just one brain at work. But if you ask someone to co-operate, you get to learn about someone else’s perspective.
The feedback helps in improving your description in order to boost persuasiveness.
Edit your copy to make it more readable, engaging, and persuasive.
- Check all points are covered
- Check how engaged a buyer would be with your content
- Use simple words for better readability
- Be specific while writing/editing
- Include facts and figures to attract readers (if applicable)
7. Optimize Your Copy For Search Engines
Product description benefits SEO too. Did you know?
Text copy written after a thorough buyer research includes phrases that the buyer uses while searching online. This automatically optimizes your product descriptions for search engines.
Things to consider while optimizing for search engines:
- Avoid jargon
- Use key phrase in your headlines & subheadings
- Optimize images too (use your key phrase in the file name, image description & alt tag)
Always remember, your website is already stuffed with SEO friendly keywords. So, try not to optimize your product descriptions over the top.
It is suggested you write for your reader first, and optimize for search engines later so you don’t kill the persuasiveness of the description.
8. Appeal To Your Readers’ Imagination
52% of marketers believe that video is effective for brand awareness. – WowMakers
Let your web visitor imagine how it would be like to own the very product.
Take help of videos. Not just tell, but show them too.
The trick is to start a sentence with the word ‘imagine’ and finish it by explaining how it feels to own and use the product.
9. Use Storytelling To Your Advantage
Admit it; the power of storytelling is real.
Adding a story or backstory to your product description will add more character to your product. The copy with a story isn’t a sales copy. It is a copy for consumers that help them make a decision.
Including stories in your product description makes a connection with the reader at a different level. It makes the visitor feel special and endearing.
10. Learn To Show, Tell & Describe
A picture is worth a thousand words.
Use the power of visuals to complement your text.
There are some products for which visual display would be a better option than writing. In such cases, the text isn’t always the best way to describe your product.
Images are better remembered by customers.
You can show your product in a visual that explains exactly what it does.
In addition to images, videos can also be extremely helpful in this scenario.
Product Description Sample
Here are some online store description samples for reference.
Product Description Example
Check out a few product description examples that can help you understand what a good description is.
Product Description Template
There is no set template for you to resort to.
A copywriter’s template for excellent product page descriptions is framed by keeping in account all aforementioned techniques of writing killer product descriptions.
You can still refer below images for ideas.
To Sum Up
As mentioned earlier, writing product descriptions require research and creativity.
With a myriad of product type offerings, you can test different formats for your product writing and figure out what benefits your business the most.
Once you know your customers, you can produce a copy with which your prospects can connect.
Along with attractive complementing images, constructive product descriptions can persuade your customers to take action.
The formula is simple, the more you know about your customers, the better you will be able to provide them.
What do you suggest is appropriate for writing a product description that sells? Leave your valuable suggestions in the comment section below!