If your business sells goods then having an engaging product description is essential. A product description provides important information that helps customers make a decision on whether that particular product is for them.

Product descriptions should inform, engage and persuade customers to make a purchase. It’s all well and good to say you are going to write high-converting product descriptions, but actually producing the goods is another story! 

Creating effective product descriptions can drive sales and help make your business more profitable. But where do you start? Well, I’ve put together a handful of tips that I always fall back on when I’m writing product descriptions for my clients and you can read all about them here:

Understand Your Target Audience

Before you can get into the nitty gritty of product descriptions, you should take a step back and ensure you fully understand your target audience. Knowing this can help you produce a description that adequately answers your customer’s questions and talks to them in a way they understand.

Pinpoint Your Tone of Voice

The tone of voice for your brand should follow naturally after you understand your target audience. The right tone of voice used with your product description content will help shape your brand’s identity. Your tone of voice can help your customers connect with your brand on a deeper level, while also building trust and authority.

Write About Specifics

General terms don’t really work when it comes to product descriptions. You want to talk about the features and benefits of the product in specifics. For example, you may write that your product is made from “high-quality materials”. Okay, that’s cool, but what makes the materials high-quality? Get to the specifics to build trust with your customer.

Easy Scannability

It’s not War and Peace, it’s a product description. So, not only should it be as short and snappy as possible, but allow for scannability ease. This helps your customers find the information they are looking for more easily. Bullet points, bolded font and short paragraphs are your friends here.

SEO-Friendly Descriptions

Do you want your product page to rank in search engines? Of course you do! Your product description is the most important piece of content on the page, so make sure it is optimised for SEO. Keyword research is essential here as you want to find the most common terms your customers are searching for.

Quality Product Images

Words are important, don’t get me wrong. But, when you’re trying to sell a product, images are a strong tool to convert customers. Effective product images can be a real asset to your product description and you can even reference it in your content to help your customers make a more informed decision.

Success Metrics

You’re not going to have a proper gauge of how successful your product descriptions are if you don’t track and measure success. There are many different metrics that you can track, like conversion rates, bounce rates, click-through rates, page views and more. Analyse your data and see if there’s any room for improvement or A/B testing.

If creating product descriptions that convert isn’t really on the top of your list of priorities, then never fear, Kopywriter Katherine is here! I have a stack of experience and can lend a helping hand. Feel free to reach out and we can get this train out of the station 🚅🚅