We all love to hate product descriptions. When done well, they really can propel your business forward and speak for your brand. But getting that perfect formula can be tricky and, honestly, is going to take some time, as well as trial and error. Here, we’re highlighting nine simple tips to keep in mind as you work on your own product descriptions. These will help you put your best foot forward, appeal directly to your customers, and get those shopping carts full.
1.Get creative and write your own descriptions
Don’t just use the manufacturer’s descriptions. Infuse your product descriptions with your own brand and tone of voice. It will resonate with customers much more. Plus, it helps you stand out from the rest of the crowd that probably also copied the manufacturer’s descriptions. We’ll get to why this is important for SEO, too, later on.
2. Think of it as telling a story
There doesn’t necessarily need to be a beginning, middle, and end, but there does need to be a flow here. Tell your customers why this product is great and why it’s the best choice for them. Be sure to weave in the most important and relevant details the product has to offer. Here are some prompts to help you get started writing your description:
- Who is the company that made this product?
- What is it that inspired them to make this product? What journey did they have to take to get there?
- How can this product be used in the buyer’s life? How can it improve their life?
3. Write to your customer
You clearly know who your customer is — what they like, what they shop for, what their budget is. Now your product description writing needs to appeal directly to them. If your customer base is into green and eco-friendly products, always keep that at the forefront. If you sell fun party gifts, write with a bit of humor. By keeping your customers and their tastes in mind, you can write product descriptions that resonate with them a whole lot more.
4. Use language that sells
Stay away from stale vocabulary and overused words. Try using words that are driven by emotion and feel impactful. Of course, stay true to your brand’s tone of voice, but by using a more punchy language you really can help grab your customer’s attention. Here are some good resources to help you get started:
But still, be scannable
Yes, you need to tell a story and write impactfully, but you also need to do so in a way that your customers easily can scan it. Studies show customers read just 16 percent of what’s on the page. So, it’s important to keep your product descriptions succinct and easy to read. Because chances are your customers are coming to your page, scanning it, and comparing it to the next product. By keeping the writing clear and engaging, you have a better chance of drawing them in and keeping them there.
5. Highlight the most important details
Don’t try cramming all the product information into the product description. Write about what your customer wants to know. This circles back to writing for your customers. Because you want to include the details that are most relevant to them, the product details that are going to make them want to click and add that product to their shopping cart. Keep in mind what your customer is shopping for and you easily can figure out the details that are most important to them and their needs.
6. SEO optimize
How do you expect your customers to find you if you don’t optimize your product descriptions? Yes, you might get them there with a marketing campaign or brand loyalty. But never underestimate the power of search engine optimization for driving business to your website. Do proper keyword research to determine which words and phrases are best to work into your text. But, avoid making your product descriptions sound generic. Work in the keywords so they make sense and help tell the overarching story you’re trying to tell. The last thing your customer wants to read is a bunch of jumbled sentences that are perfectly optimized but difficult to understand.
7. Try a few different strategies at once
This is especially important when you’re first starting out. But it also can be something you retest down the line when you want to further optimize your website. By ‘split testing,’ or trying out a few different product description strategies, you can evaluate which product descriptions are resonating more with your customers. Try using different power words, formats, lengths, and storytelling. After you determine what’s working, then you can implement this strategy across your entire e-commerce marketplace.
8. Always, always double-check your product descriptions
There’s nothing that makes you look more unprofessional than text that doesn’t use proper spelling, syntax, or punctuation. If you aren’t a native speaker of the language you want to use, hire someone to help you bring your ideas to life. And even if you are writing in your native tongue, always have your work edited before you publish it on your website. Grammarly is a great tool for this, since it goes beyond spell-check and actually provides contextual spell checking, weeds out grammar issues, highlights where you used the wrong word, fixes punctuation, and helps you be more concise. It even suggests improved vocabulary words.
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This blog is intended for informational purposes only, and should not be considered business or legal advice. MENA 360 DWC-LLC (Fetchr) will not be held liable for the use, non-use or misapplication of this information, lost profits, personal or business interruption, or any other loss.