There is a misconception that supposedly people rarely read product descriptions, but rather simply add the product to their cart if they are interested in it. For better or worth – this is not true at all. When it comes to buying a product, a person will study all the available information about inside and out. They will gladly learn about the product’s features, characteristics, assembly, etc. before making a purchase because their money is on the line. Therefore, it is critically important for an online store owner to take care of providing quality text on the product page, which will not only teach people about the listed goods but help sell them!
Best Ways to Write Superior Product Descriptions
1. Write for customers.
It is the golden rule that many sellers tend to forget. Customer-focused text is a must-have for any business, as it tackles two tasks at once: provides potential buyers with interesting and useful information about your product that can influence sales, but also influences bounce rate.
2. Be smart about SEO.
You don’t have to overstuff your descriptions and other text on your website with keywords to be in Google’s good graces. On the contrary, it can have quite an opposite effect. When it comes to keywords, it’s more about quality and placement than quantity. Do proper research and add keywords strategically and sparingly, and place your main focus not on SEO, but the quality of content. Just ask yourself a question “would I read this?”, or even better “would I buy it?”. If the answer is “no”, some fundamental changes probably need to happen, so strap in and get to work!
3. Don’t “borrow” descriptions from competitors.
“Why write your own descriptions, spend money on copywriters, if you can simply rip off some good points from your competitor’s website?”. It is scary how many people, especially the ones in charge, think along these lines, and yet, having tried this technique, wonder why it is impossible to get ahead, why are sales scarce. Stealing other people’s work is bad on many levels, SEO included.
Content authenticity is very important – people value it even more than search engines do. Just think about it – there are thousands of websites on the Internet, and many offered goods are similar, so what is to attract customers to your website, to make them put their faith in your products above others? A product description is a huge part of their decision-making – it is your dialogue with potential buyers. Speaking with someone else’s words screams insincerity, and can drive customers away.
4. Don’t sell the goods – sell a better life, that your product can help achieve.
Always think about the desires and goals of your potential buyers when writing a product description. Try to limit the dry facts about the product, and don’t drag out a description of its characteristics. Rather, emphasize the benefits that it offers, specify how it can enhance the buyer’s daily routine. For example, if the dress is made of silk, adding that it will not only look stylish but also make the heat of summer days more tolerable. When you write a product description, think about what makes it useful specifically for your target audience, what distinguishes it from hundreds of other offers. State what is so unique about the product you are offering (referring to good old USP).
5. Provide detailed and truthful information.
To make a purchase decision, a person must be confident in their choice. As a seller, you have the power to influence customer’s choices. In order to convince them to choose your goods, provide detailed information on the characteristics of the product, as well as honest customer feedback on its usefulness. However, do not confuse details with an overwhelming amount of text – the description should be brief and clear. It is better to keep it brief and to-the-point than writing heaps of absolutely meaningless words.
6. Make sure your text is well-structured.
The proper text structure is important for SEO and humans alike. This is why, when writing product specifications, it is worth highlighting key product features, adding charts and timetables if needed. Break your text into short paragraphs, use bulleted lists. This will help customers faster and easier to find the information they are looking for – if they can’t, they will just click away.
7. Opt for simple phrases and a friendly tone.
Don’t use product description as a means to showcase your ability to use Thesaurus. Do not use overly complex definitions, complicated phrases – they will only confuse the visitor and force them to opt for your competitors’ website. Stay away from long sentences and be cautious about terminology. Don’t sound like a robot – your text should sound as if it’s coming from a human, with the overall tone being polite, friendly, respectful, and helpful.
8. Pick a style and stick with it.
Keeping product description uniform is very important. If you fail to achieve this, your website may seem “messy”. It comes off as unprofessional when the text on your main page is written in one manner, but descriptions, catalog, etc. – in entirely another. It confuses website visitors and often makes them leave your platform.
9. Make it easily digestible.
When writing a product description, you must make sure that it is easy to read. For example, break up your long and monotonous text into bullet points, utilize subheadings, highlight main features or use bold text, add a few customer reviews.
If you can’t write an effective text yourself, better hire a professional writing service or an experienced freelancer. Former is better, as it provides more guarantees of a job being well and timely done. Some platforms will help you find a trustworthy writing service – they can connect you to any specialist, may it be an online provider of college papers or a business text writer.
10. Be mindful of your audience.
You should understand that a person reading your description is doing it to avoid making a mistake in trusting you and your offer. Therefore, they try learning about your product, but the description can speak of much more than just the goods – it can give an impression about your brand, company’s values, and even reveal its true colors. It can either reel them in or drive them away – it’s entirely up to you.
A Lesson Learned
To this day most online stores underestimate the power of high-quality, well-thought-out, and unique text, but you can use this fact to your advantage. Invest time and resources in writing proper product descriptions. By skimping on texts, you deprive yourself of both profit and recognition. Use the power of words to the fullest, and success will not be long coming!