Product descriptions are way more than words for business owners trying to sell their offerings online. They help you better connect with your target customers by giving them an idea of what to expect from your products or services. Having said that, you must have well-written product descriptions for your listings if you want to turn your casual visitors into loyal customers. Wondering how? The first thing you must focus on is to show off your products’ features, benefits, and unique value over your competitors.
BillBoardOnline.live prepared this “How to Write Product Descriptions That Drive Sales” guide to show you the complexities of writing product descriptions that not only inform but also sell. You may do it all alone, but you may also want to consider professional copywriting services to manage your product description development.
1. Know Your Target Audience
Why It Matters: The first step you need to take when writing your product descriptions is to get to know your target audience. Doing so will help you ensure that your write-ups can truly address their specific needs.
How to Do It:
- You can begin with the development of your detailed customer personas that represent their demographics, preferences, and concerns. It will help you stay consistent with your branding.
- You should ensure that your language and tone in writing your product descriptions are appropriate to your specific audience to help them easily understand what you’re trying to describe.
Pro Tip: We recommend you seek a copywriting service because it can help you better analyze your audience. You can effectively tailor your product descriptions and ensure that they speak directly to your customers if you truly know who they are.
2. Focus on Benefits, Not Just Features
Why It Matters: Your descriptions must be able to deliver your product’s benefits clearly to your potential customers rather than focusing on their features alone. Always remember that your customers mostly care about how your offerings can improve their lives or address their problems over technical details or what it does.
How to Do It:
- Write your product description in a way that highlights the problem it promises to solve.
- You may use catchy phrases like “This helps you…” or “You’ll love this because…” to gain the attention of your audience.
Example: You can better engage with vacuum shoppers if you write, “Breathe easier with our vacuum’s HEPA filter, designed to capture 99% of allergens”, instead of just saying, “This vacuum cleaner has a HEPA filter.”
Pro Tip: You may need the help of professional writers because they know how to effectively translate your product’s technical features into irresistible benefit discussions.
3. Use Persuasive Language
Why It Matters: You must practice using persuasive language and tone in writing your product descriptions if you want to tap into your audience’s emotions and push them to take action.
How to Do It:
- You should integrate power words into your product descriptions like “exclusive,” “guaranteed,” and “transform” to increase your chances of attracting potential customers.
- You may also use sensory language to help your customers easily visualize your product’s benefits and ensure that they truly know what to expect from your offerings.
Pro Tip: You should hire copywriters if you want to ensure that your product descriptions achieve the perfect harmony between persuasive and authentic language.
4. Keep It Clear and Concise
Why It Matters: You should make your product descriptions 100% clear and concise. OptiMonk asserted in one of its blogs that customers tend to skim product descriptions, especially when they’re using mobile devices. This considered, maintaining clarity helps you ensure that your message reaches your target customers.
How to Do It:
- You should write your product descriptions in short sentences and bullet points to help your potential customers easily understand your message.
- You must also avoid using jargon because not all of them can understand technical language. Instead, you need to focus on using simple yet relatable language and tone.
Pro Tip: You may want to get professional services to write your product descriptions in a clear manner while still being persuasive.
5. Tell a Story
Why It Matters: You should consider incorporating storytelling in writing your product descriptions. As Lean Group noted, your audience is more likely to engage with your business if you’re able to tap into their emotions.
How to Do It:
- You can start by simply describing how you designed and tested your product to gain your potential customer’s attention and trust.
- You may also share your existing customers’ success stories or testimonials to encourage visitors to try your offerings.
Example: You can share how your product is developed by writing sentences like this: “Inspired by traditional Italian craftsmanship, this pasta maker brings authentic flavors to your kitchen.” instead of simply focusing on its technical features.
Pro Tip: We recommend you hire content marketing experts to craft brief, engaging stories for your product descriptions that can appeal to your customers’ emotions.
6. Leverage SEO for Visibility
Why It Matters: It is important to optimize your product descriptions for search engines like Google because SEO can significantly help your products achieve high rankings in search results and increase your organic traffic.
How to Do It:
- You must learn how to use primary and secondary keywords naturally to help Google easily recognize your product without sounding forceful to your customers.
- You also need to optimize product titles, meta descriptions, and alt text for images you used in your product descriptions to ensure that Google can easily understand your product listing structure and give you a higher ranking in search results.
Pro Tip: You should seek digital marketing services if you want your product descriptions to leverage SEO best practices. Doing so will increase your product listings’ visibility and boost their possibility of being sold.
7. Highlight Social Proof
Why It Matters: You must not disregard social proofing because it can help you gain your audience’s trust and encourage them to try your products/services. Keep in mind that receiving positive reviews, high ratings, and endorsements can help you build trust and credibility among your customers. In fact, Forbes outlined that positive customer reviews and testimonials can increase brand trust among 72% of customers.
How to Do It:
- You can simply mention positive customer reviews or ratings directly in your product description to encourage your readers to also try your products.
- You may include phrases like “Our best-seller” or “Loved by thousands of happy customers” to make your potential customers more confident in engaging with your business.
Pro Tip: We highly recommend you hire a marketing agency because it can help you effectively curate and integrate authentic customer testimonials to enhance your product descriptions.
8. Use a Strong Call-to-Action (CTA)
Why It Matters: Your product descriptions must possess clear CTAs if you want to influence your customers to take the next step, which is to buy your products or services.
How to Do It:
- You should practice using action-driven phrases like “Shop Now,” “Add to Cart,” or “Try It Today” to express a sense of urgency to your customers.
- You must also learn how to strategically place your CTAs within or near your product description to make it easier for potential customers to spot them.
Pro Tip: You can seek help from copywriting professionals to write your product description CTAs consistent with your brand voice and strategy.
9. Incorporate Visual Elements
Why It Matters: Your product descriptions must come with relevant visual elements like images and videos because they help provide a complete product experience to your potential customers.
How to Do It:
- You can begin by adding high-quality photos or videos while using your products to show them their functionalities.
- You may also use infographics to highlight your product’s main features and benefits.
Pro Tip: Content marketers can create and optimize visuals to work in harmony with your descriptions.
10. Test and Refine Your Descriptions
Why It Matters: The last step you need to take in writing effective product descriptions is to test and refine them. You must run continuous improvement in your descriptions to ensure their effectiveness and relevance in Google searches.
How to Do It:
- You must first A/B test your top product description choices to help you pick the one that drives the most sales.
- You should also analyze your product descriptions’ performance metrics like conversion rates and bounce rates.
Pro Tip: You may want to explore digital marketing services to ensure that your product descriptions attain ongoing analysis and updates to keep them optimized for search engines.
Final Thoughts
Our team at Billboard Online strongly acknowledges that writing effective product descriptions is not only about describing. If you truly want to drive sales, your descriptions must be able to persuade and inspire potential customers to buy your offerings.
Are you now ready to elevate your e-commerce strategy? If yes, come visit us at BillboardOnline.live and see how we can help you write product descriptions that boost your sales and amplify your brand loyalty. Let our services do the magic in showcasing your products in the best light possible!