12 Effective Ways to Write Product Descriptions

Posted on 12th March 2023 in guides by Ryan Badger « Back to All Posts
12 Effective Ways to Write Product Descriptions

As more and more people turn to online shopping, product descriptions have become a crucial element in selling digital products online. Product descriptions are essential tools that help businesses to convey their message to potential customers. They are the primary source of information that buyers rely on when making purchasing decisions. 

A well-written product description can help businesses to increase sales, boost customer engagement, and build brand loyalty. In this article, we will discuss ten effective ways to write product descriptions that sell.

What is a Product Description?

A product description is a concise and informative piece of text that describes a product's features, benefits, and unique selling points. It provides potential customers with the necessary information to make informed purchase decisions. A product description should be engaging, informative, and persuasive, highlighting why a customer should choose your product over your competitors.

How to Write Product Descriptions That Sell?

1. Know Your Target Audience

The first step in writing a compelling product description is to understand your target audience. You need to know who your potential customers are. What are they looking for in a product? What are their pain points? What are their interests? 

Once you understand their needs and preferences, you can tailor your product description to appeal to them. Use language and tone that resonates with your audience, and highlight the benefits that are most important to them.

2. Focus on Benefits, Not Features

One of the most common mistakes that businesses make when writing product descriptions is focusing too much on features and not enough on benefits. While features are important, customers are more interested in the benefits a product can offer them. 

For example, if you are selling a smartphone, don't just list its technical specifications. Instead, highlight its features, such as long battery life, high-quality camera, and fast performance, and explain how these features benefit the customer.

3. Pay Attention to Superlatives

Avoid using generic phrases such as "high-quality" or "best-in-class." These phrases are overused and don't provide any real value to your potential customers. Instead, focus on using specific details and unique selling points that differentiate your product from your competitors. For example, instead of saying that your platform to sell digital products is the "best," highlight specific features that make it stand out from the competition.

And in case you're going to use superlatives such as "the best" or "the fastest," make sure you can justify them. Explain why your product is the best or the fastest. Use specific details and statistics to back up your claims. Justifying your superlatives will make your product description more credible and trustworthy.

4. Use Descriptive Language

The language you use in your product description can make a big difference in how customers perceive your product. Use descriptive language that paints a picture in the customer's mind and helps them imagine themselves using the product. 

Use storytelling techniques to create an emotional connection with your potential customers. For example, if you're selling a camera, describe how your customer can capture beautiful memories with their loved ones. Appeal to your reader's imagination to make your product more memorable.

5. Keep it Simple and Clear

Product descriptions should be easy to understand, even for customers who are not familiar with the product. Use simple language and avoid technical jargon or complicated terms. 

Keep your sentences short and to the point, and use bullet points to break up long paragraphs. Make sure your product description is clear and concise and that it accurately reflects the product's features and benefits.

6. Use Social Proof

Social proof is a powerful tool that can help persuade customers to buy your product. Social proof includes customer reviews, ratings, and testimonials. Including social proof in your product description can increase the trust and credibility of your product, leading to more sales.

You can also include awards or certifications your product has received or mention any media coverage it has received. Use a customer reviews app to capture product reviews on your website and integrate others from third-party sites like search engines or Facebook.

7. Use Emotional Triggers

Emotional triggers can be used to persuade customers to buy a product by appealing to their emotions. Use language that creates a sense of urgency, such as "limited time offer" or "while supplies last." You can also use scarcity, social proof, or exclusivity to create an emotional connection with the customer.

8. Make Your Description Scannable

Every product has unique selling points that differentiate it from other products in the market. Most potential customers skim through product descriptions before making a purchase decision. By making your description scannable, you can quickly convey important information to your potential customers and make it easier for them to make a decision.

So, identify these unique selling points and highlight them in your product description. Whether it's the quality of the materials, the design, or the functionality, make sure you showcase what makes your product stand out.

9. Tell a Story

Telling a story can be an effective way to engage customers and create an emotional connection with them. Use storytelling techniques to describe how the product was developed or how it has helped other customers. 

You can also create a narrative around the product's features and benefits or describe how it can be used in different situations. By creating a narrative around your product, you can help customers understand its unique value and appeal to their emotions.

10. Provide Technical Information

While it's important to focus on benefits and emotional triggers, some customers also want to know the technical details of the product. Provide technical information such as dimensions, weight, materials, and specifications. 

Make sure this information is easy to find and understand and that it complements the benefits and features you've highlighted in your product description.

11. Optimize for Search Engines

In today's digital age, it's crucial to optimize your product descriptions for search engines. Use relevant keywords that customers might search for when looking for your product. 

Make sure your product description includes the product name, brand, and category. Include meta descriptions and title tags, and make sure your product description is mobile-friendly.

12. Set goals and KPIs

Before writing your product description, set clear goals and key performance indicators (KPIs). Your goals should be specific and measurable, such as increasing conversion rates or reducing bounce rates. 

Your KPIs should help you track your progress toward achieving your goals. By setting clear goals and KPIs, you can measure the effectiveness of your product description and make improvements if necessary.

Create Your Product Description Template

Creating a product description template can help you streamline your product description writing process and ensure consistency across all your products. Your template should include the following elements:

  • Product name

  • Description of the product

  • Features and Benefits

  • Technical information

  • Social proof (reviews, ratings, testimonials)

  • Call to action

By creating a template, you can save time and ensure that your product descriptions are comprehensive and effective.

How long should a product description be?

There's no set rule for how long a product description should be, but it's generally recommended to keep it between 50 and 300 words. The length of your product description will depend on the complexity of the product and the amount of information you need to convey.

Can I copy product descriptions from other websites?

No, you should never copy product descriptions from other websites. Not only is it unethical, but it can also harm your search engine rankings. Google penalizes websites that use duplicate content, so it's important to write original product descriptions.

Should I include pricing in my product description?

It's up to you whether or not to include pricing in your product description. Some businesses choose to include pricing to provide customers with all the information they need to make a purchasing decision. Others prefer to leave pricing off and encourage customers to contact them for a quote.

How often should I update my product descriptions?

It's a good idea to update your product descriptions periodically, especially if the product has been updated or changed in any way. Updating your product descriptions can also improve your search engine rankings and keep your content fresh and relevant.

Can I use humour in my product descriptions?

Humour can be a great way to engage customers and create a memorable product description, but it's important to use it in moderation. Make sure the humour is appropriate for your target audience and the product you're selling. If you're not sure, it's better to err on the side of caution and keep your product description professional.

Should I use images in my product descriptions?

Yes, including images in your product descriptions can help customers visualize the product and understand its features and benefits. Use high-quality images that showcase the product from different angles and in different settings. You can also use images to highlight specific features or benefits of the product.

How can I measure the effectiveness of my product descriptions?

There are several ways to measure the effectiveness of your product descriptions, including:

  • Conversion rate: Measure the percentage of customers who make a purchase after reading your product description.

  • Click-through rate: Measure the percentage of customers who click through to your product page after reading your product description.

  • Time on page: Measure the amount of time customers spend on your product page, which can indicate how engaging your product description is.

A Compelling Product Description Will Always Pay You Back

Writing effective product descriptions is essential for any business that wants to succeed in today's competitive market. However, it takes time and effort to write product descriptions that sell, but it's worth it in the end. 

A well-written product description can significantly impact your sales and revenue. By following the tips and techniques mentioned above, you can write product descriptions that sell digital products online effectively.

The Bottom Line

Writing compelling descriptions is essential for your eCommerce business. However, it is not sufficient. You need to manage your eCommerce platforms to sell digital products. And if you are not tech-savvy, it can impact your business ROI. Here is where Shoprocket comes into play.

Shoprocket is an online site builder tool that allows you to add eCommerce functionality to your site without any technical knowledge. Shoprocket allows you to add and manage your products on your eCommerce store with ease.

If you are wondering how Shoprocket can help you grow your business, get in touch with our team and we'll be happy to help.




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