Writing Product Descriptions

Having a well-built site and beautiful photos is only a part of trying to get a customer to buy from you. The description is a very important part, with the sites that we look at to give feedback more often than not the wording for the product is lacking. Hopefully, this blog about Writing Product Descriptions will help improve your conversions.

Not every business is the same so you may find what works for one might not work for another. Not many signs get this right the first time and it takes a little change here and there to get the right balance of describing the product and making it appealing for customers.

Writing Product Descriptions

Write for the ideal customer

Think of your ideal customer when you begin to write your product description, try and appeal to them more. Try to address them straight away, if you write with no one in mind then all that happens is that it becomes too washed out and doesn't appeal to anyone. Try to use the word you, make them feel that this description has been written just for them.

Are there words or phrases that could be used for that person, do they have a more relaxed approach, can it be less ‘business’ and inject a little humour?

Main benefits

What sets this product apart? More often a customer doesn’t want to read about the normal specs, they want to know what is unique, what is the thing they should get excited about?

Explain to the customer what the benefits of buying this product are, whether it smells amazing, the fabric is really soft, or is it the sort of product that will save them time. Take them on a journey rather than just selling it to them.

Excellent, great, perfect

How many products describe themselves as, ‘the best’, ‘excellent quality’? You wouldn’t expect to buy a product that wasn’t great. Those phrases turn us off, we automatically think, yeah I’ve heard all this before.

Instead, describe the product, what it does, why it does it and that will, in turn, ensure the product comes across as excellent. If the item is comfortable, then explain why it’s comfortable don’t expect the potential customer to know it’s soft, or padded, or warm.

The language used

If you sell luxury or higher-end products think of the language that you use. Step away from the traditional phrases and think outside the box. Smooth, delicate, words that give you an idea of what if feels like. With online the customer can’t touch the product so you need to get the message across, how would you describe it in your hands.

It’s at this point you could also take the customer on a journey, how it was made or designed, and if you could include a little customer review to should how much they enjoyed the product then you stand more chance of grabbing the customers imagination.

Laying the description out

With all this information you need to make sure it’s easy to read, especially on mobile. A long paragraph is going to hurt the ability to read it. This will come down a little to your site layout but I like sites that have a few sentences followed by bullet points with the main item features.

Improvements

There are improvements that every site can make, anything that makes descriptions more readable, more personal and that also answer questions they make have. If you sell an item that is ‘large’ well how large is it?

On top of the wording how about increasing the font size to make it easier to read on mobile, all these changes will help convert more views into sales.