Writing great product descriptions can be a daunting task, can’t it? You put your heart and soul into your products, and of course these products of yours provide incredible value, but when it comes to really getting to the heart of why someone should buy your product it can be difficult to put into words.
Your product descriptions are one of the most important aspects of your website though. If you can’t articulately describe exactly what your product is and why someone should buy it, your sales may not be as high as you would like.
In today’s post, we cover how to write great product descriptions. Let’s get started!
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How To Write Great Product Descriptions That Sell
1 | Write directly to your ideal buyer
While writing each of your product descriptions, you’ll want to remember to focus on writing directly to your ideal buyer.
We recommend starting out by writing a product description actually directly to another person. Give him or her a name and write out exactly what it is that you sell, what problem it solves, and why they should buy it.
After writing these out, you’ll start to pull out specific benefits and reasons why someone should buy your product. Those are phrases you want to include in your final product descriptions.
The key here is to write directly to them. What are the values your ideal buyer has? How does your product improve their life? What does your ideal buyer care about the most? Keep all of these things in mind while writing your product descriptions.
2 | Highlight the benefits
There is a big difference between the benefits and the features of a product. To give an example, think of a laptop.
Features of a laptop are the dimensions of the computer, how many gigs it has, how much memory space there is, what operating system it’s running on, etc.
Benefits of a laptop would be that you can work from anywhere, it allows you to connect and communicate with the entire world, and you can search for any information.
With that being said, people like to know the benefits first, then the features. Features are still important to mention, but it’s all about how your product helps solves a problem or makes their life better and/or easier.
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3 | Make descriptions easy to read and digest
People are more likely to read your product descriptions if they are digestible and easy to read.
By this, we mean the descriptions are to the point and don’t use a lot of jargon, in addition to being formatted in an easy to read way.
People like to read short, descriptive sentences. Big blocks of text overwhelm readers and many will stop reading a couple of sentences in (if they even start at all!).
Bullet points are a great way to break up text. Headings are another way to make your descriptions easier to read. Here’s how we use headings to break up our content on our product descriptions:
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4 | Be specific
One key feature to writing great product descriptions is making sure you write in a way that people are searching online. Avoid using generic terms such as just, actually, honestly, nice, and kind of. These words don’t help explain anything further about your product and end up being filler words.
Being specific about what your product is and offers will help potential customers know immediately whether or not this product is right for them or not. Your product might not be a right fit for everyone, but it should be the perfect answer to your ideal buyer.
5 | Use keywords
Keywords are important to use not only to help describe your product, but it also makes it easier for search engines to find your product and place your site higher in the search results when someone is looking for a product likes yours.
The thing to remember while using keywords is to make sure they appear naturally in your copy. People (and search engines!) are smart enough to recognize when you are forcibly using popular keywords in your product descriptions, so be aware.
One tip that we have for using keywords naturally is to write like you’re talking to a friend about your product. Once you have a draft, read your description out loud so you can hear if there’s any part that sounds confusing or unnatural. Over time it will become a lot easier, so keep at it!
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Great product descriptions can transform your business’s online presence and help your target audience find you.
If you’re needing a little extra help to write copy that packs a punch and increases sales, we recommend checking out Ashlyn Carter’s Product Description Template Collection!
This 5-pack template collection will help you write e-commerce copy snippets that are more effective, SEO-friendly, and convert browsers to buyers.
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