How to Write Effective Product Descriptions

Do your pages sell your products? When customers visit a page, do your product descriptions convince them to click the “buy” button, or at the very list the “add to wish list” button?

Do spend some effort towards providing good product descriptions – that section in your product pages that explain what your product is all about. Otherwise, you will simply be wasting the opportunities you already have. After all, you already have your customer opening your page, waiting for you to convince him about how your products can help him.

Here are some tips to writing product descriptions that bring in the sales:

• Understand your customer. The first step is to know who your target customers are for the specific product. For instance, if you have a line of kid’s clothing, you will most likely be reaching out to busy mothers. A novelty product will most likely appeal to the young generation who are willing to try something new. Understand what makes your target customers tick – their aspirations, their passions and fears. Work to know their lifestyles and how they make decisions. This gives you a lot of materials and ideas for your product descriptions since you are not just talking into “thin air” but you are reaching out to someone you already “know”. Understanding your customer leads you towards using the right tone, words and descriptions.
• Focus on the benefits, rather than the features. Of course, your printer has an integrated ink tank system. But who is interested in the technicalities of it? Translate your products’ features into benefits. An integrated ink tank can cut their printing costs so that they produce more pages for every dollar they pay for. Answer your customers’ “what’s in it for me?” questions: How will the product make their lives easier? Does it take away an inconvenience or minimize a fear or problem? Work towards “getting your product in your customer’s hands”. That is, that the description helps them imagine the product. Of course, you also need to have the technical specs somewhere in the page, just not at the most prominent section of the page.
• Let them know about the product’s “back story”. Don’t just focus on the product. You should also tell a story about the brand. This provides a solid foundation towards why they would want to own the product.
• Keep it short and scannable. You don’t have to wax poetic about your products. You should also not overdo it and create a novella. But you should lay your content out so that the customer does not actually have to go through the whole text. Chances are, your customers will not have the time or the inclination to read everything at first pass. Thus, you need to capture their attention so that they will be interested enough to give your description a more thorough reading. As a rule of thumb, keep your product description below 300 words, with the benefits written in bullet points. This word limit minimizes the temptation for you to add inconsequential details.
• Establish trust. Do a careful check so that everything in the description matches with the actual product. Otherwise, your website brand itself suffers. It can be disconcerting for a customer to check out a wallet and see that the product description included is for a bag, or the colors do not match. Be accurate as to the details (size, material, color, etc.) If you cannot be bothered to check these details, how can you be trusted with your customer’s sensitive account information? Also, never ever oversell – or add features and benefits that your product does not have. This way, you don’t lose customers who were disgruntled and disappointed. You also don’t have to deal with more customer complaints.

About Adaptivity Pro

Product descriptions should not just be well written – they should also avoid duplication, even with similar products. You may be faced with a huge volume of required write-ups as you work towards minimizing duplicate content. You can consider outsourcing it to Utah SEO experts in our Adaptivity Pro team. Our writers and SEO analysts can provide you with SEO optimized, well-written and engaging product descriptions. Adaptivity Pro also offers the following services: SLC web design, Internet marketing, Pay Per Click marketing, graphic design and social media marketing.