Do you want some inspiration for your product descriptions? Do you want to take your ecommerce store to the next level in 2022?
Then this article will be a great start!
Let’s start by looking at what a product description exactly means:
What is a product description?
A product description is a part of your product page that tells your visitors about the benefits of your product. It can help your visitors learn more about the product and decide whether or not to buy it.
You can write about everything that your visitors would want to know about the product in a product description.
As such, a product description can include things like:
A sizing guide
And so on.
If you plan to get free traffic to your store using SEO, spending some time on your product descriptions is crucial. Good product descriptions will increase your chances of ranking in search engines like Google!
How do you write a product description for ecommerce stores?
At the moment, you know that product descriptions are crucial, but do you know how to write one?
Contrary to what you might think, writing good product descriptions isn’t as easy as it may sound.
However, one thing is sure; copying product descriptions directly from your competition is not recommended.
The best product descriptions are the ones you create yourself. Start by collecting all the details and benefits of the product. After that, decide how you want your product description to look. Finally, don’t forget to use the language of your target audience!
For a step-by-step guide on writing product descriptions, check out our comprehensive guide:
8 Tips for writing an excellent product description
Let’s get started:
- Focus on your product’s benefits
Too many eCommerce merchants write sub-par product descriptions because they write them to highlight the features rather than benefits. Making the distinction between features and benefits is, and it’s essential to make sure you write all your product descriptions accordingly.
By focusing on your product’s benefits, you will tell your customers about what your product can do and how it can solve their problems!
- Tell a story
Who doesn’t like a good story?
By telling a story in your product description, you can make it more engaging to read. Your visitors will feel like they are simply reading a good story instead of a report of another store trying to sell them something.
Start by setting a scene. For instance, if you’re selling a dress, you might start by describing where the customer can wear that dress and how it will make them look or feel. If you’re selling a drink, imagine where your customer will be when they drink it.
- Level up your product description by using GIFs, videos, and icons
GIFs, videos, and icons level up your product description by adding another dimension.
They can make your product description more:
Interesting to watch/read
Easier to understand
Besides that, GIFs and videos can often display your product’s look and feel in a much better way than images can.
- Hook your visitors to keep them reading
When working on your product description, try to include a hook in the first sentence.
If you’re not sure what a hook is, it’s a term used a lot in marketing, copywriting, and even English classes to describe the words you use to communicate your big idea or your offer in a way that “hooks” people’s attention. Your hook is what gets people interested in what you have to say or what you have to offer.
For example, let’s say you’re selling something like a clothing box.
In that case, your hook could be:
Don’t you hate it when all your clothing is everywhere, except where you expect it to be? Well
And then you can start your description! No need to place the dots there, of course.
- Develop your brand’s writing style
As I said before, developing your brand’s writing style can be a great strategy to make your store more unique and to differentiate yourself from the competition.
Try to make your description template. Take the time to consider the quality criteria that your target audience is looking for, and be sure to include them in your descriptions.
A few helpful questions to guide your writing, maybe
What problem is your product solving?
Which power words have you included?
Did you include the full story?
Would you say this to a friend?
Does your image display its key features and benefits?
Test them out once you’ve found an excellent formula for your product descriptions. Implement these rules on a set of your products and monitor the results. Please pay attention to whether or not it helps increase your sales or boost your organic traffic.
- Create a Tone of Voice
Once you’ve identified your target customer, consider how they communicate. Is it formal or colloquial? Do they use slang? If so, what type of slang? Have fun with it! Use your ideal customer’s communication style and mix it with yours to create a genuinely appealing copy.
If you read your description aloud, does it sound like a real conversation that you would have with your friend?
Or does it sound like a computer-generated string of words? If your product description isn’t something you would say to your friend about the product, then it’s time to inject a little life into them.
Bringing this natural tone-one that you would use in a real conversation-will help your customer connect with your brand.
- Cover All the Basics
Make sure to mention all your product’s key attributes. Missing a critical piece of information can cause customer misunderstandings and a bad user experience. Remember that your customers only have product photos to rely on. It’s important to highlight things like product dimensions and size about other objects they are familiar with.
Some of the critical attributes you may want to mention are the following:
Product’s actual size. This is especially valuable for jewelry or other small items. The size of the image can be deceiving, so it’s helpful to use silhouettes or models to give an idea of the product measurements.
Materials. I’ve abandoned many product pages in the past due to a lack of information about the product’s content or materials. If they are not stated, it can seem like there is something to hide or that the quality may be undesirable.
Care instructions. Set your customer’s expectations by letting them know your product’s care instructions.
Listing all the necessary information allows you to avoid Ambiguity. The Ambiguity Effect describes an aversion to the unknown, even when uncertain returns are a better long-term option.
It also makes it easier for users to access the information they need. An essential design consideration is an ease with which a user can navigate a page and understand its content, termed Processing Fluency (or “Efficacy”). Customers experience cognitive friction when information is not readily available. This can lead to frustration and abandoned product pages.
8. Optimize for Search Engines
Search engine optimization (SEO) is the easiest way to attract new customers to your page, the first step in convincing a person to buy your products.
Optimization begins with keywords, usually the search terms buyers use to find the product they are shopping for.
With a little bit of keyword research, you can quickly discover which keywords are best for your store.
“Women’s black dress pants” is a keyword that could easily optimize in your online store.
With a quick search for women’s black dress pants, you will see the top results include some variation of the keyword, such as “black dress pants for women” and “women’s casual & dress pants.”
Look for the bolded words in the descriptions to get an idea of what Google currently favors.
If we click on one of the listings on the first page, we can see how they use this keyword on their site to appear in the search results. marketing strategies
They use the keyword, or a variation of it, both at the top of the product page and in the product title.
This will give you an idea of what is currently performing well on search engines and can be used in your product titles or product descriptions.
Are you ready now to write your product descriptions?
Never afraid to be unique. You must know your audience and product. Include your knowledge about your product, even the tiniest of detail must be included. Try not to drag your description on the level of boredom.
Your storytelling way, language, and tone must be trustworthy and eye-catching. Hopefully, you will gain enormous traffic from buyers on your website.
Good luck with your online store, and don’t forget that success doesn’t come overnight!