10 Finest Practices on How one can Write Product Descriptions That Promote


Let’s face it: the vast majority of product descriptions on ecommerce websites on the market are, for probably the most half, utterly unreadable tripe.

In any case, who really reads the copy on product pages, proper? There may be a lot extra you possibly can optimize, and product descriptions certainly would not have THAT massive of an influence, proper?

Nicely, nothing may be farther from the reality. Primarily based on ecommerce research carried out by the Nielsen Norman Group, 20% of failed purchases may be attributed to the shortage of engagement and related product description data.

In reality, you possibly can consider your product descriptions as gross sales folks working a 24/7/365 shift at your on-line retailer. And identical to actual human gross sales professionals, they are often the distinction between making or shedding a sale. 

That’s why product descriptions ought to be half and parcel of your general ecommerce website gross sales technique — and that’s why they should be sharp, written in your model voice, and armed with an irresistible gross sales pitch.

If you’re studying this to study product description writing, you’re in luck — that’s precisely what you’re about to be taught. On this article, you’ll be taught all about writing persuasive product descriptions that pop, together with some product description examples demonstrating how profitable ecommerce companies use the identical strategies to persuade potential patrons to make a purchase order resolution.

Write to your preferrred buyer

Step one in understanding the way to write product descriptions is to first be taught about your prospects. See, if you realize who you’re writing for, you’ll know precisely what they need. Put your self in your viewers’s sneakers: what are their demographics, wants, pursuits, and objectives?

Answering these questions helps you write nice product descriptions that focus on audiences instantly and personally, utilizing the phrases they use, and addressing the issues they have. In any other case, you’ll find yourself writing a product description that addresses nobody.

Analysis your audience and give you a purchaser persona: the final word illustration of your preferrred buyer containing the important thing data talked about above.

Constructing purchaser personas helps you create product descriptions with the precise tone and magnificence whereas considering how your product solves their issues, how your prospects can use your product, and what options your prospects will discover most helpful about your product.

Check out this product description from Dealer Joe’s, as an example:

Trader Joe's product description example

The client persona on this instance isn’t simply concerned with on the lookout for any easy pesto. The product description is tailor-made precisely for people on the lookout for a wholesome vegan different, and the best way it’s written makes you really need to strive it.

(If you wish to replicate the patrons particular person in your efficiency advertising and marketing adverts strive Tailwind Advertisements!)

Deal with the product’s advantages

Nobody actually desires to purchase a dishwasher; folks simply need their kitchenware and utensils clear with out the trouble of washing them by hand. The dishwasher is simply one other means to an finish.

Specializing in the product’s advantages as a substitute of the product itself has all the time been a greater strategy to promote. The premise is kind of easy: spotlight the advantages that prospects stand to realize from utilizing the product. Like, the way it can enhance their lives, the way it could make them extra productive, more healthy, or happier, yada yada yada.

Right here’s how out of doors recreation model Patagonia does this within the following description:

Patagonia technical fleece product description example

We will see how the product description focuses on the technical particulars of the fleece and the way it will profit the client in opposed climate situations. Furthermore, mentioning the 100% recycled materials and Honest Commerce Certification is consistent with the corporate’s model voice and its advocacy.

How do you incorporate this tip in your product descriptions? It’s easy: simply reply how your product will enhance the lives of your prospects.

Use conversational language and an informal tone

Conversational language seems like a mouthful, but it surely’s actually easy — it refers to how actual folks really converse to one another in actual life.

Use brief sentences, easy vocabulary, and an informal tone in your product descriptions. Writing product descriptions in a relatable tone and conversational language lets extra folks perceive your model, builds rapport along with your viewers, and makes it simpler to return throughout as quirky and relatable.

Bear in mind: product descriptions aren’t the precise place to flex your verbal chops. Use easy, direct, and casual language, and hold your sentences brief. All the time use contractions, and instantly handle your readers to get one of the best outcomes. These are your keys to make your product descriptions sound extra participating — and in the end assist your model to generate extra gross sales.

Make product descriptions pop with sensory phrases and adjectives

Candy, woody, citrus, fruity, floral, metallic…the listing goes on.

Sensory phrases enchantment to the reader’s senses, permitting them to vicariously expertise well-written product descriptions by sowing seeds of their minds, interesting to the emotional receptors of the mind, that are designed for people to react to.

Describe what it’s important to supply, no matter it’s you’re promoting. Describe the way it feels, tastes, smells, or seems to be like, or what it’s like to make use of the merchandise. That’s all it’s essential do to activate your reader’s senses and to your product descriptions to pack the facility phrases that give it that additional wanted punch.

So sure, our all-time favorites like “nice, finest, simple, fast, unbelievable, distinctive” might not be sufficient to do the trick. To essentially take your product copy to the subsequent stage, get impressed by Tailwind Ghostwriter or use a thesaurus.

Inform tales

Folks love tales! It’s a part of what makes us human. 

That’s why tales are an essential instrument to make use of in your product descriptions — they forge emotional connections along with your readers, and make your model extra memorable and relatable. When utilized in product descriptions, tales can assist talk what you care about and worth. They usually present your model with one other layer of empathy that folks can relate to. The last word profit: tales could make extra folks join with and like your model. That’s one thing to try for.

Boucheron brand story example

The above instance demonstrates French jeweler and watchmaker Boucheron telling their model story, exhibiting their prospects the corporate’s origins, historical past, and milestones, lending the model gravitas and showcasing its dedication to excellence in its 165-year historical past.

Don’t overlook the visuals

Everyone knows the significance of a well-written product description, however product pictures are as (or extra!) essential. There may be completely no on-line enterprise or ecommerce website that sells merchandise with out pictures — at the very least not those that end up to turn into success tales.

The perfect-converting product pages supply strong product descriptions paired with enticing visuals to ship the absolute best buyer expertise for guests.

Endear your model to your viewers with high-quality pictures that complement your product descriptions. This isn’t the early days of the web or ecommerce, you realize — pictures ought to be an inseparable a part of your product description template.

Make product descriptions simple to skim 

The perfect product descriptions are concise, clear, and ship the message straight to the purpose.

That’s why it is best to make an effort to write down product descriptions simple to skim as a substitute of constructing your readers take day out of their busy schedules to learn an overwrought 300-word product description. The nice majority of individuals searching the web choose to briefly skim by means of web sites quite than studying them word-for-word — and it makes good sense to write down product descriptions that reap the benefits of this reality.

Here’s a product description template you possibly can observe that’s consistent with this finest follow:

Neutrogena, a skincare and cosmetics model, highlights the advantages of its zits cleanser for textured pores and skin with a easy headline, brief paragraph, and bullet factors exhibiting why prospects can purchase the product for themselves.

Neutrogena product description self care beauty products

Good, straight, and to the purpose — the best way it ought to be. The spacing, the structure, and the typeface make it simple to skim by means of shortly.

Writing easily-scannable product descriptions is less complicated than you suppose. First, listing product options with a bulleted listing, then use daring textual content to spotlight essential factors, and use brief paragraphs so as to add different essential particulars.

Take into account including an FAQ part

Including a Incessantly Requested Questions part is a pleasant and simple approach to offer extra value-added details about your services and products. Having them in your product pages can allay any doubts or fears your potential prospects might need about shopping for.

Higher nonetheless, doing so is nice for UX as a result of folks don’t need to spend effort and time looking out your ecommerce website for solutions, or depart the product pages to seek out the data elsewhere. In any other case, you danger shedding a sale or turning what would have been a conversion into an deserted cart.

This product description for floor natural espresso solutions questions associated to consumption, manufacturing strategies, and ethics:

Starbucks FAQ pages

One factor to recollect: FAQs aren’t a dumping floor for content material that wasn’t adequate to placed on a web page. With a purpose to create FAQ, whether or not it’s to your product pages (really useful) or for an FAQ part linked instantly out of your product pages, it’s essential decide which questions your prospects most frequently ask about your services or products choices.

Listed here are a few tricks to get inspiration and just be sure you are answering questions that prospects really need:

  • Buyer Service Interactions: Monitor questions often requested by means of your on-line chat, e mail, or cellphone help. Commonly evaluation these queries and replace your FAQ part. 
  • Product Critiques: Take a look at each your personal and opponents’ product opinions. Clients typically point out factors of confusion or frequent issues in these opinions, offering priceless insights to your FAQ.
  • Social Media: Analyze questions and feedback from prospects in your social media platforms. Use them to find out what data your prospects want.
  • Boards and Communities: Evaluate boards like Reddit or niche-specific communities the place your prospects may talk about your (or related) merchandise. Right here you could find frequent points, questions, or misconceptions that want addressing.
  • Web site Analytics: Make the most of instruments like Google Analytics to grasp what customers are trying to find in your web site. This knowledge can assist establish frequent questions or factors of confusion that your FAQ may handle.

Tighten up your search engine marketing

Most ecommerce platforms advise on-line enterprise house owners to tighten up their product descriptions for serps to index. This implies product descriptions have to have the required key phrases. Doing so makes it simple for serps like Google and Bing to crawl and index, in the end rating your product pages on the SERPs.

And since rating means natural visitors, it’s essential to optimize the key phrases that you just use for product descriptions.

How? It’s easy: try and listing the key phrases that seem on Google to your product.

Sort the title of your product in Google and see what choices it generates.

For example, for those who’re planning to promote orthopedic sneakers, doing a question for “orthopedic sneakers with” will present you the highest rating key phrases on Google.

orthopedic shoe product descriptions on google

It’s so simple as that — and you are able to do the identical for actually any product beneath the solar.

Should you want to do extra superior key phrase analysis, try instruments like Ahrefs or SEMRush. They will let you analysis about your competitors’s key phrases and have free choices and cheap paid choices for much more granular search engine marketing tinkering.

Add social proof to product pages

Social proof boosts gross sales! The concept is that extra folks will purchase a specific product after they see that others have already bought, used, and had nice experiences along with your product. This implies it is best to embody testimonials and buyer opinions/rankings in your product descriptions to exhibit social proof and spotlight the belief your model has constructed along with your prospects.

It’s also possible to leverage social media platforms like Instagram, TikTok, and Fb to point out product demos, generate hype to your merchandise, and interact and encourage your prospects to share their experiences.

Discover how Kylie’s Cosmetics laid out its product description: the general product ranking may be simply seen proper on high of the outline, with the opinions accessible with only one click on. Social opinions are significantly essential for the make-up area of interest, as a result of they handle guests’ fears and doubts in regards to the product, giving potential prospects the all-important social proof and an ideal first impression about your model.

BONUS: When utilizing superlatives in product descriptions, show them

Far too typically, manufacturers pepper their product descriptions with too many superlatives. The issue is, superlatives sound trite and overused in a product description except your advertising and marketing copy demonstrates and proves why your product is really one of the best in its class, the only answer, or probably the most subtle one available in the market as we speak.

That stated, in case your product is TRULY one of the best in its class, present proof why that is the case. If it actually isn’t, tone down your advertising and marketing copy so it doesn’t overpromise and underdeliver.


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