When customers land on your page, they’re looking for a product that they need. Now, in order for them to actually go through with the buying process, you’ll need to create killer descriptions for each of your products. If descriptions are dull and unattractive, you’ll risk losing customers before they click the “add to cart” button.
In this article, we’ll give you 7 tips on how to make your product descriptions stand out on your page, and get more customers to buy your products.
1. Know Your Target Audience
First, know who you want to sell your product to. That’s where the buyer persona comes in. When you learn about your ideal buyer – what they like, what they don’t like, etc. – you can define your target audience in terms of what they value in a product. As a result, you’ll write a winning product description.
2. Use Keywords
Certain words and phrases make people feel a certain way or another. In the same token, using words and phrases that are exciting and welcoming to customers can get them to react … or maybe, to make a purchase.
With that said, consider using some of these “power words”:
- Surprising, etc.
Words like these in your product description entice customers to respond and, possibly, buy the product.
3. Spotlight The Benefits
People want to be convinced why your product is more unique than your competitors’ products. That’s why it’s important to show customers the benefits that your product can bring.
Be sure that your product description displays the product benefit. While you’ll still need the technical stuff (the product feature), the product benefit shows customers how the product can improve their lives. In short, you’re showing, not just telling.
4. Natural Language And Tone Sells
Once you write a product description, it’s important to read aloud your rough draft. In this stage, you’ll need to ensure that your description doesn’t sound awkward or robotic. Instead, you’ll need to write your description in a way where the language and tone are natural, as if you were having a conversation with a friend.
5. Use Great Visuals
People want to see your product in the flesh. That’s why you’ll need to provide high-quality visuals in your product description. Here are a few ways to do so:
- Take great pictures of your product. Whether you take close-up shots, or show viewers someone holding and or demonstrating the product, your pictures must leave an impact on potential buyers.
- If you want to incorporate video into product description, you can. It can be close-up shots of the product from different angles. It can also be a demo video, where someone tries out the product.
The best part of this is, you don’t have to invest in a professional photographer or video creator to get the best visuals. If you can provide your own photos and or videos, go for it!
6. Make Descriptions Scannable
A 2018 study showed that the average human attention span has fallen since 2000 – from 12 seconds to 8, due to technological things taking up people’s attention. While this may sound disheartening, it’s imperative now more than ever to make this work to your advantage. How? By making your product descriptions scannable.
Countless products will only get a few seconds of attention before customers move on to the next product. But, when a product description is written well, meaning that it captures the buyer’s attention, then it’s considered scannable. Consider experimenting with the following, to make your description scannable:
- Length of paragraphs
- Bullet points
- Different size fonts, etc.
Remember: You’re making your product description easy to read.
7. Think SEO
Finally, search engine optimization (SEO) is essential for your product description. Since search engine algorithms are always changing, you’ll need to make SEO work for you. Here’s a hint: When you search for something on Google, and you come across results in the search results page, look at the bolded words in the descriptions. These bolded words show you what search engines like Google favors SEO-wise.
With that said, you’ll need to include keywords in various parts of your product description and page:
- The top of the product page
- The product title
- Page titles
- Meta descriptions
- Image tags (also known as ALT tags), and so on.
When you optimize keywords in your page and product description, search engines will crawl the Internet, and rank your page based on your selected keyword.
As you can see, it takes a lot to write a killer description for a product. However, with these 7 tips, you’ll be sure to write a description that ultimately sells your product. The ultimate goal here is to speak to the consumer, and show them (not just tell them) how and why your product is the best among your competition. Once you establish a winning formula for writing a great product description, go for it, and stick with it!
Elizabeth Hines is a writer and editor at Law essay help. As a freelance digital marketer, she helps various companies improve their marketing strategies and concepts. As a content writer, she writes articles about coding, marketing, and product reviews.