Entice potential customers to click ‘buy now’ with these product description writing tips
If you’re an eCommerce brand looking to boost conversion rates online, engaging product descriptions are a must — no matter what you sell. Even if you offer the most fabulous products in the world (and we’re sure you do!), great copy will improve your reach and persuade visitors to make that all-important purchase.
But what makes a winning product description? Read on for our top tips on crafting persuasive, captivating copy.
Why spend time on product descriptions?
Whether you sell the latest gadgets, household staples or luxury clothing, well-written product descriptions help convince readers that your product is the best. It might seem tempting to save time and skip the writing — after all, doesn’t your product speak for itself? But even if you have fantastic photos that showcase your item in all its glory, it’s still important to include some text.
Not only will a product description inform your potential customer of the item’s specifications, but a strong one will show them how it can fit beautifully into their lives.
Product descriptions also play an important role in your SEO. They ensure your website reaches more people, generating traffic and increasing conversion rates.
How to write excellent product descriptions
If you want to ensure your product descriptions meet their maximum potential, here are a few areas to bear in mind.
1. Write for your target customer
Who are you selling to? It’s vital to tailor your copy to your ideal customer. Think about what it is they’re looking for from your products. Consider which aspects are important to them — is it the practicality? The ease of use? Pure luxury, perhaps? You want to create a connection with the reader, and that begins with knowing what they want.
A good place to start is to create some buyer personas. Consider demographics, motives, pain points, and the kind of lingo that might appeal to them. Will your target buyer understand technical jargon? If not, leave it out!
2. Include all relevant details
What does your customer need to know about your product? Provide all the relevant details, whether that’s fabric, dimensions, colour, or tech specs. Perhaps they need to know care information or ingredients and allergens.
A great product description leaves the reader feeling confident that they know exactly what that item does and why they should buy it. However, it’s also important to avoid irrelevant details that don’t bring any value.
3. Focus on benefits
When detailing your items, chances are you’ll start with features — what it is, how it works, etc. As mentioned before, that relevant detail is excellent. However, stating features only scratches the surface.
A strong product description goes beyond that and focuses on benefits. Put simply, a feature describes what a product does, while a benefit explains why that feature matters and how it will help the target customer. This helps them visualise how the product will solve their problem.
Let’s take a look at some feature and benefit examples:
- A coffee machine might have an integrated timer (feature). The benefit is that you can set it the night before so your coffee is ready to go in the morning.
- If a toy has batteries included (feature), the benefit is that it’s ready to play with right away.
- A smartwatch may feature phone notifications. The benefit? You can check your messages on the go, even when you don’t have your phone with you.
4. Engage the senses
Sensory descriptions help build a full picture of an item. Some senses may be easier to incorporate than others, depending on your industry. A premium chocolate brand, for instance, will be able to focus on the aroma and flavours associated with their products — a shoe retailer probably won’t. However, that same shoe retailer may entice readers with details about touch: soft, supple leather or a foam footbed that caresses the sole, for instance.
If possible, consider how your customer will feel using the product, rather than just focusing on visual elements.
5. Make sure it’s easy to read
The truth is that most people skim-read product descriptions — at least on the first read-through. Make sure your copy is easy to read, even at a glance. Avoid dense paragraphs, and opt for short, snappy sentences. You want to make sure you have all the relevant details you need but try not to write really long descriptions — readers can get bored and may be more likely to bounce.
A good rule of thumb is to include bullet points for essential features and information.
6. Optimise with keywords
Although many people do skim-read product descriptions, that doesn’t mean the copy doesn’t matter! As well as informing your readers of your product’s details and benefits, great product descriptions boost your search engine optimisation (SEO).
By including relevant, competitive keywords, you can boost your website’s ranking on the search engine results pages (SERPs). This means that you’ll appear higher up on Google and other search engines and reach more people. More traffic means more chance of conversion.
Carry out keyword research to find out what your target customers are searching for. Ahrefs is a great keyword research tool that can also help your company blog.
7. Use strong adjectives
Words hold power! Bland language is boring to read and doesn’t evoke an emotional response. Look for descriptive words that will influence the reader and entice them to buy.
Take a look at Buffer’s power words for some inspiration.
8. Reflect your brand’s tone of voice
Your brand’s tone of voice (TOV) should filter through all your copy. No matter what you sell, it’s important that your product descriptions sound like you. Chances are, if you’ve worked on developing a strong TOV that aligns with your brand values, you’ll also be using the kind of language that appeals to your target audience.
Is your brand TOV straightforward and professional? Do you use long, flowing sentences with lots of descriptions or include a bit of tongue-in-cheek humour? Whatever voice you use in the rest of your marketing, make sure your product descriptions are in keeping. This will help strengthen your brand awareness and increase your chances of reaching the customers you want to attract.
Product description writing services from Zipcopi
Unsure where to start with crafting engaging product descriptions? Don’t worry, the Zipcopi team can help! Perhaps you’re just starting out, are launching a new line, or maybe you have a large stock turnover and need regular copy written for new products. We can save you time and stress by taking on the work for you!
Whether you need regular, ongoing descriptions that offer consistency and reflect your brand TOV or you want a one-off batch of content, we’d be happy to help. Feel free to send us an email — reach us at firstname.lastname@example.org or email@example.com. Alternatively, get in touch with us on Instagram, LinkedIn, or Facebook.