How To Write Product Descriptions In Your Online Store

Paying attention to product descriptions on an online store is very important if you want to ever sell off your goods as fast as possible. This is because, the product description page is where the vast majority of users will go. And, normally, users who come directly to a product card because they wrote the name of that product on Google, are very close to buying.

Why is it important to write good product descriptions?

If many companies put a lot of effort into the design of the website, advertising on Facebook or Google AdWords, they may still experience low sales probably because they are unaware of the great importance of having good product descriptions.

  • For SEO, because it will allow your products to position themselves organically better than those of other stores that have not spent the effort to write them properly.
  • For the user, because he will perceive a description that really satisfies his information demands, and even suggests to him to buy the product.
  • For SEM, because you should not do advertising campaigns while you do not have descriptions, or use copied descriptions. You can lose a huge budget by attracting traffic to a site that does not convert.

That said, it is advised that many online stores should take into account the great importance of copywriting when selling on the Internet. What are the criteria to take into account to write product descriptions in an online store? Many online businesses keep making the same mistakes again and again. In this article, we shall explain 8 ways to write catchy product descriptions.

1. Identify your target audience

When you write a description of your product with a multitude of buyers in mind, the descriptions become insipid and you end up not addressing anyone.

The best product descriptions go directly to the ideal customer. You can ask questions and answer them, as if you were having a real conversation with him. Use the second person singular, and use the words your future client would use to write the text.

Imagine that you are selling the product in a physical store.

  • Who is that person who has come in to ask about your products?
  • Why are you interested?
  • Why do you want them?

This will in particular guide the choice of your arguments and the tone that you will adopt (see below).

2. Product description for a stainless steel water bottle

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  • Recommended for children 3 years and older
  • Quench your child’s five-alarm thirst with this exciting water bottle design.
  • Save yourself the headache of replacing your child’s water bottle every month.

The above example shows that you are communicating with the child’s parent and the product is meant for kids of age 3 years and above and that’s exactly what you should ensure when writing your product description too.

3. Present a Complete Information about your product

Each product you sell on your site has its own characteristics, its features, its specificities: in short, its strengths. It is important that you provide as much information as you can. And to make sure the information is complete, ask yourself the following questions:

  • Who is your product aimed at? Define the profile of your target audience, their needs, their expectations. Once you have answered this basic question, you can write a suitable product description;
  • What does it look like? Describe the product’s dimensions, features, and functions, as well as its differences from competing products. Also remember to link the features and benefits of your product.
  • What context of use? Is your product intended for indoor or outdoor use? All year or only at certain times?
  • Why buy it? What particular need does your product meet? How does it improve the life of the user?
  • How your product works: It is not always necessary to explain how to use it, but if your product is new in its kind, it is best to give information to avoid confusion. If your prospects do not know how to use your product, they will not want to buy it. Needless to say.

Benefits

Listing the benefits of your product is the most important part of the description. The benefits will be the basis of your sales arguments. They are basically what really interests your customers, it is not only the technical characteristics of your products, but the benefits they can bring: each functionality must be translated into customer profit.

We can formulate them in a positive way (ex: a bike makes it possible to move faster) or by mentioning a problem that the product can solve (ex: a sunscreen makes it possible to avoid the sunburns).

The Amazon e-commerce giant has understood the importance of customer benefits, as evidenced by the description of its Kindle reader:

  • High resolution 300 dpi display: reads like a real paper page
  • Featuring Bookerly, our exclusive font designed to read easily and comfortably in all sizes
  • Built-in adjustable lighting for reading day and night
  • Screen without glare even in bright sun
  • The battery lasts for hours.
  • Large catalog of books and titles at low prices: more than 3.5 million eBooks, including your latest bestsellers
  • Lighter that a paper book, may contain d. Thousands of eBooks
  • Exclusive Kindle Features: Interactive Vocabulary and Kindle FreeTime
  • With the Kindle Subscription, read as many as you want from a selection of more than one million titles.

4. Be careful not to write a novel

Be careful, giving complete information about your product does not mean writing long and boring paragraphs. Especially since 79% of visitors do not read “word by word” web content. They read them diagonally.

So you have to tune your descriptions to capture the attention of your audience. Here’s how to proceed:

  • create subtitles to catch the attention of visitors;
  • use bullets to list the features and benefits of your products;
  • use large characters for easy reading;
  • use visual content to make the visitor want to read your product descriptions.

To be clear further clear on what exactly to write on, your description must cover the following important areas:

  • Price: Putting the price on your products should be normal. However, strange as it may seem, there are cases in which it is difficult to find it. Target it
  • Quantity: The price must refer to a quantity: a unit, a batch of 10 products, 2 liters, 1 box, etc. If we sell a service, we must specify the hours, the days, the chapters of a course, etc.
  • Quality level: Do you offer a guarantee? During how much time? Do you return the money in case of non-satisfaction of the client? Specifying all these points is important.
  • Functionality: Account what your product is for, detailing its functionalities and the benefits it will bring to the client if you buy it.
  • Hiring process and requirements: It is important to specify how the product will arrive at the customer’s house and how many days it will take. You must also specify if you need prior knowledge about the subject matter, depending on the product that is.

5. Set a tone

A successful and convincing text is not just a list of strengths and benefits: it is also the way we express them. It is important to define a style, a tone that will characterize your product descriptions and, at the same time, return a certain image of your brand: this is why it is essential that all the product descriptions respect a certain coherence at the level of the tone used.

Serious and distinguished, light and funny, technical and sharp … The possibilities are many, and there is no wrong choice, if it is one that is not consistent with your brand or little pertinent vis-à-vis -vis your target customers. Note that the tone used must above all show a certain authenticity, and not seem “forced” and against the spirit of your company.

6. Ensure readability

This is something that writers and journalists have known for ages: a text that makes you want is a well-written text, but also a readable text and valued by a good layout. This is even more important on the web, where internet users read on average only about 20% of the content of the pages they visit.

Note the key elements, that is to say the strengths of your product and customer benefits, must clearly stand out from your product page and jump to the eyes of visitors to your site. The secondary elements must also be present, but in the “second plane”: more concretely, one can play on the size of the characters, the colors or the forms to hierarchize the information.

Use scripts, points or whatever you prefer. But highlight the most important features of your product in a list. Do not write them in a paragraph. In this way, the potential buyer who is consulting your description will see them right away.

7. Stimulate the imagination of your audience

A consumer is more inclined to buy a product when he holds it in his hands. Since the visitor of your e-commerce site cannot touch your product, you must make the imagination of your prospects work by using the right words.

For example, if you sell coolers, describe the perfect picnic on a hot summer day. The consumer immediately imagines using your cooler to keep his beer cans or soft drinks cool.

Also, words that evoke feelings increase sales. Whenever you can, use words related to the 5 senses. A good description of a product should inform, seduce and convince the customer. These kinds of words contribute to the cause:

  • View: Elegant, sky blue, big, small, round …
  • Ear: roar, music, song, melody, silence
  • Taste: salty, sweet, bitter, intense, creamy …
  • Touch: rough, smooth, fine, hard, smooth …
  • Smell: smells, fragrance, rancid, floral …

They appeal very well to the imagination of readers. They are a great reinforcement to a good photograph.

8. Optimize your text for SEO

A masterfully written product description will not make you sell more if no one finds it (and therefore does not read it).

This is where SEO optimization makes sense: a well-referenced search engine listing will bring many potential customers to your page. It begins by finding the right keywords and using them wisely in the description, but also in the other parts of the product sheet, including its title.

In summary,

  • Identify keywords related to your product and searches of users, and use them in your descriptions (title, subtitles, paragraphs, ALT tags, meta description etc.).
  • Do not copy content from any site (it is easy to be tempted to copy an Amazon description for example).
  • Optimize the images. Do not forget that the images can be optimized.
  • Use the language that your audience usually uses.

Conclusion

Writing a good product description to getting abundant sales. Note that if your products are sold on multiple e-commerce sites, the easiest thing to do naturally is to copy and paste the description into each site. However, this would not bring you sales as expected. It is important that you write unique product descriptions for each one. A richer, more complete and more effective description than your competitors will be a good way to stand out and convert your prospects.

7 Response to "How To Write Product Descriptions In Your Online Store"

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