Online selling is growing like never before, bringing in trillions in global sales and affecting how billions of people shop. Despite the exponential progress of the ecommerce industry, not all online stores are experiencing the same success.
There are around 12 to 24 million ecommerce sites worldwide. However, only 1 million of those sites, or 2 to 4% of all websites, make over $1,000 a year. There is definitely room to improve.
If you have your own ecommerce business, you must learn how to write product descriptions that sell.
I can help you with that.
I will give tips and insights to help turn your ecommerce site into a money-making machine. Furthermore, I will teach you how to master product description writing.
Why Writing Product Descriptions Is Important
The product description is the text part of your product pages. It gives people more information about your product to convince them to buy.
How you write a product description can make or break your online store.
You can get more results and create a successful online business by writing compelling product descriptions. If you can’t, you’ll struggle to achieve your goals.
The first step in crafting great product descriptions is understanding the purpose of product descriptions for your target audience.
You know it’s there for you to sell, but what do your website visitors get out of it? Product descriptions should always do two things: inform and influence.
Product descriptions inform potential buyers by giving them all the details they need to make a purchase decision. Product descriptions should always have the following information:
- Product features
- Ingredients or materials
- Technical details
- Product attributes (dimensions, weight, etc.)
- Terms and conditions
- Shipping details
- And so on
The more thorough you are about information, the more likely someone will purchase the item. People need relevant information before buying any product, so giving them what they need increases the likelihood of making a sale.
Here’s an example.
Say you’re selling t-shirts but don’t provide information on shirt sizes (including actual measurements), material, and print size in the product description. Your ideal customer can’t be sure about your product and just exit your store before without buying.
Your product description must also influence or convince your customer to buy.
You can influence customers by writing enticing product descriptions that use power words, persuasive language, social proof, and other marketing tactics that turn target customers into actual buyers.
That means learning to craft product copy that builds a sense of preference, desire, and urgency in your buyers.
How to Write Effective Product Descriptions
Do you want to begin writing product descriptions that help you sell more? Here are nine strategies you need to implement.
1. Build Buyer Personas.
Buyer personas are fictional avatars you create to illustrate your potential customers (not just any person). They help identify and target specific customers so you can tailor your content to drive purchases.
The key to creating compelling product descriptions is knowing your target audience. People are motivated by different things.
For example, selling clothing to a homemaker is very different from selling to a working woman. When selling to these two groups, you should have specific product descriptions for each group.
Assign names to your personas that will give you a general idea of what you do. Typically, a description summarizing a buyer persona’s life stage and personality precedes the persona’s avatar name.
Some examples of a good buyer persona are “Yuppie Yasmin” or “Finance Exec Finn.”
A good buyer persona includes the following information:
- A persona’s job
- Income level
- Age range
- Media consumption
- And so on
The first step to writing high-converting product descriptions is being clear about your buyer personas. When you know who you’re writing to, you can appeal to their specific aspirations, problems, and goals.
If you’re looking for a great tool to help you create buyer personas, start with HubSpot’s free persona creator tool.
2. Give All Necessary Details.
In their attempt to write persuasive product descriptions with power words, store owners and marketers sometimes forget the fundamental element—basic descriptions that include even mundane features.
10% of eCommerce sites have product descriptions that don’t contain enough information. Your product pages should have descriptions that give all the details potential buyers might need to make an informed purchase.
Remember, your product descriptions are supposed to inform and influence—not just one or the other. Writing product descriptions with thorough information can be the key to driving more sales to your online store.
List down all the key features of your product, including attributes, shipping information, terms, and any other detail a person might ask before buying a product.
You should also include a short product description FAQ that lists all your past customers’ top questions.
3. Agitate the Pain Points of Your Target Buyer.
One compelling strategy the best copywriters and ecommerce business owners use when crafting a product description is agitating a buyer’s pain point. It’s a selling tactic that drives more traffic and catches people’s attention right away.
Online shoppers tend to gravitate toward content that catches their attention. It isn’t the good news or inspirational messages that make people stop to read. Often, it’s negative or controversial news.
Everyone on the planet has been influenced by the little voice in them telling them there’s something wrong. That’s why agitating a pain point is so powerful.
When agitating a pain point, use sensory language to invoke emotions and cause your potential buyers to picture the problem in detail.
Moreover, it makes your potential customers realize that they have a problem. It’s also a great way to build up your narrative on how your product can solve that pain point for them.
What pain point does your product solve? How can you agitate it or paint a picture for your potential customer of how grievous that problem can be if left unsolved?
Here are some product description examples showing how to agitate a pain point.
- Have you lost valuable time because of slow internet in the past? Has it caused stress for you when you’re working?
- Picture this: You’re preparing a Thanksgiving dinner for your family and friends. You’re exhausted after spending hours cooking, and the family wants to go out to the parade, but you have to stay home and do the dishes!
- Have you read finance book after finance book only to close the last chapter feeling more confused than before? We’ve all been there—piling up information that hurts your head, but you don’t feel like you can apply any of it!
Try creating a few product description examples that will agitate your buyer persona’s pain points. Put those at the beginning of your product descriptions to get your visitors hooked on your product copy.
4. Tell Stories.
Another way to write creative product descriptions is to craft stories. When a brand tells a story, 55% of people are more likely to buy in the future, and 15% will be happy to purchase immediately.
Writing your product’s story is a great way to connect with your target audience on a more personal level. Telling a story is also a great way to insert a more personalized brand voice into your product descriptions.
Some stories that you could tell in your product descriptions include:
- The problem that pushed you to create or sell your product
- How you started
- Your success stories or that of customers
- The vision for your product
Pairing your story with high-quality product images can also be a great way to help people visualize the journey. Many ecommerce store builders allow you to insert photos in the description, so maximize that.
5. Talk About Your Product’s Key Benefits.
Telling your potential buyer about the product quality, product details, and product features isn’t enough. In most consumers’ eyes, you’ll have the same product as your competition.
What you need to include are the product’s benefits.
People don’t buy products—they purchase solutions.
Think about this: People don’t buy slimming tea if it doesn’t provide weight loss. They won’t buy a planner if it doesn’t help them organize their lives.
Adding product benefits to your marketing copy convinces buyers to hit the checkout button.
Here’s a great product description example that showcases the benefits:
With our vegan lip tints, you will:
- Have amazing lips that bring more color and life to your look!
- Get a product that’s responsible and safe for your skin
- Have no guilt when you doll up for another night out with your friends!
- Become a part of a movement that’s giving women a safer alternative to beauty products
Writing your benefits in bullet points makes them easy for people to read. Have at least one list of benefits your customers will enjoy when they buy and use your products.
Adding one compelling product benefit to your page titles can also help increase your click-through rate.
6. Add Social Proof.
66% of potential buyers say they will likely purchase a product with positive reviews. Don’t miss out on the opportunity to maximize product reviews and customer feedback to beef up your product description.
Your product page will most likely already have a reviews section. Use a specific product description to highlight your top three or four testimonials. Choose the ones with the most impactful testimonies or those from prominent people.
It’s also good to include some reviews highlighting any product feature that makes your product unique.
7. Optimize Your Descriptions.
Optimize your product description for search engines and readability.
Let’s talk about search engine optimization, which involves increasing organic search rankings by strategically adding keywords for search engines to crawl. You’ll appear higher on search results and get more traffic to your product pages.
To optimize your website for search engines, think about keywords your ideal buyer might type into the search bar on Google, Etsy, or Amazon. Add those keywords strategically into your product description and your product title.
You’ll also want to optimize your product description for readability. Make copy easy to read and understand. Keep it straightforward and well-formatted. Write in bullet points and short paragraphs to increase readability.
8. Start With a Product Description Template
You can use many fantastic product description templates to create compelling copy. Expert copywriters have tried and tested these templates and achieved stellar results. Use templates to begin making more masterful product descriptions.
However, developing the best product description isn’t a one-step process. There is no single ideal way to write content that automatically brings sales without customization or contextualization.
Take one great example for product descriptions and rework it to fit the context of your product. Make the product description original by injecting your brand voice and personality.
9. Spell Check Your Work.
Bad spelling isn’t the end of the world, and the occasional typo won’t kill your business.
However, it pays to be extra careful with spelling to ensure quality product descriptions.
You also have access to great tools for checking spelling and grammar. I love Grammarly because its artificial intelligence makes it one of the most reliable grammar and spelling checkers. You can start with a free plan and upgrade to a paid one if you need more advanced checking.
Don’t forget to spell-check your product titles. Those are the first things people will see when they visit your website, so they should be flawless.
The Bottom Line
Product description writing goes beyond just using certain words to entice visitors to buy.
Learning to write great product descriptions involves understanding who you’re writing to and creating content for them.
Don’t be afraid to use the tips I outlined in my article to improve your product descriptions.
You can also use infographics in conjunction with product descriptions for the best results.