Product descriptions are an important feature of your online store. Customers turn to descriptions to learn more about your products, informing themselves of the pertinent details that they need to know before committing to making a purchase. With that said, great product descriptions can positively impact your sales and you should be maximizing their impact to sell more products to your target market.
Remember that your product descriptions help your buyers make decisions and seal the deal, making product descriptions one of your greatest assets for you to perfect and make the most of.
While writing product descriptions need not always be elaborate, especially for simpler products, it's always best to know how to write the best product descriptions for your online store. Below, we’ve compiled some of our top tips on how to write product descriptions for your online business—product descriptions that sell.
This list of helpful product description tips will help you craft product descriptions that entice your readers to add to cart and click that buy button.
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Table of Contents
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1. Know Your Audience
When writing content, it's always important to have your audience in mind. Be sure you have a clear idea of who your target customer is before you start writing your product descriptions. Which demographic is your target? Are they male or female? What is their age range? Who is the average customer for your kind of product?
It's important to keep in mind that you are not creating a product description just for the brand and the product alone—the description should speak to your audience. Use this as an opportunity to engage your buyer directly and pique their curiosity. For instance, there is a nuance of difference between the copy used to sell baby clothes to parents of newborns and the copy used for selling climbing gear to outdoor enthusiasts.
If you want to write excellent product descriptions, keep your potential buyers in mind and make sure the copy used in writing product descriptions is appropriate for them.
2. Craft Content With Your Brand Identity
Brand identity is another thing to consider when crafting great product descriptions for your online store. Branding should stay consistent across your website, and this also extends to your product description.
Every piece of content you craft, including product descriptions, serves as a great opportunity to reinforce your brand’s identity with distinct elements of its persona, whether that includes a sense of humor, luxury, straightforwardness, or commitment to sustainability.
Consistency in branding across your website creates a seamless and memorable experience for your customers. So, as you craft compelling product descriptions for your online store, let your brand identity shine through, making each product description a reflection of your brand’s persona.
For instance, if you are a tech company, your brand’s product descriptions can embody a sense of empowerment and innovation. If you sell minimalist home decor, your product descriptions can reflect that minimalism through simplicity and straightforwardness. Therefore, product descriptions for your online store’s products should embody your brand’s persona to be considered good and appropriate.
3. Sell An Experience
Many of the world’s successful brands have mastered the art of selling an experience, enticing customers to buy into not just their products, but to buy into an idea, lifestyle, and unique experience that only your products can bring forth.
Consider a scenario where your online brand specializes in artisanal chocolates from remote regions. In writing product descriptions for your exclusive online chocolate confectionery, your product descriptions should go beyond detailing ingredients. Instead, you have the chance to paint a vivid picture of indulgence, emphasizing the rich textures, and the exquisitely balanced blend of chocolate that promises a luxurious and unique sensory experience. You can even throw in an origin story. This way, your product becomes more than just a relatively common food item, it transforms into a novel experience associated with your brand.
4. Solve a Problem
Brands that focus on solving problems for their target customers become indispensable to their audiences. These problems range from things like streamlining daily tasks, addressing a few common pain points, or providing innovative solutions to challenges. While not every product needs to solve an insurmountable problem, small conveniences mean more than one would think initially. So, by identifying and addressing specific needs your customers may or may not know they have, brands can build loyalty while adding value to their customer's lives.
If your product solves a problem, make sure to highlight how the product can offer a solution to your customers through your product descriptions and how it's potentially better than the rest out there.
5. Don’t Forget SEO
Product descriptions also present a great opportunity for Search Engine Optimization or SEO. SEO is an important ecommerce strategy and practice that all shop owners should prioritize if they want to increase traffic to their online store by increasing their visibility on search engine sites like Google.
To optimize your product descriptions for SEO, you need to add the right keywords and key phrases that will help you rank. All you have to do is run some keyword research to find out precisely what people are looking for in your industry, then use those keywords appropriately in your product descriptions. It's important to note that keywords and the description should be appropriate and match your product, or else Google may penalize your site by ranking it lower for being misleading.
By inputting strategic keywords in the bid to improve SEO, you’ll be able to increase your search engine ranking and attract more potential customers who discover your products on their next Google search.
6. Keep it Succinct Yet Effective
In other words, make sure your product descriptions are to the point, concise, and effective so that your target audience can digest the information quickly, getting everything they need to know about your product through a few lines of detailed text with bullet points underneath for specs.
In essence, the art of keeping your product descriptions short yet impactful lies in presenting all the key information with clarity, because product descriptions should not load customers with information that they cannot comprehend immediately.
Bulletpoints are your friend in this situation and should be used as a tool to get customers to swiftly gather all of the essential details. If you stick to succinct product descriptions followed by bullet points to deliver all the key details, you’ll increase the likelihood of potential customers staying engaged and retaining information.
Read our blog article on How to Reduce Bounce Rates & Increase Customer Interaction on Your Shopify Store.
While there are no cookie-cutter rules to writing product descriptions for every single online store, the above tips we mentioned should hold true to most online businesses trying to craft the best product descriptions for their ecommerce brand.
In this article by Ecommerce Pro, we’ve highlighted 6 tips that focus on knowing your audience, maintaining brand identity across descriptions, customer experience, and problem-solving, along with a focus on SEO and brevity.
With all this, it's time to write product descriptions that connect and entice your customers, helping you pave the way to increasing your online sales.
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