You’ve developed a fantastic product, constructed a improbable web site, and ready your on-line retailer. However there’s yet another essential step in organising your ecommerce enterprise: writing partaking, informative, and persuasive product descriptions.
Product descriptions are important in guiding potential clients of their shopping for selections. If executed accurately, they improve gross sales, decrease return charges, and enhance your retailer’s search engine rating.
Need assistance? We’ve compiled ten recommendations on how you can write compelling product descriptions, together with a helpful product description template you should use.
What Is a Product Description?
Product descriptions are the copy in your web site that describes what your product is and why it is price buying. The target of a product description is to persuade clients to purchase with vital details about options and advantages.
Most customers will navigate away from a product web page if the outline is poorly written, unclear, or unhelpful.
For instance, if a magnificence product does not embrace the substances, measurement, or supposed advantages, clients could buy a competitor’s product as a substitute.
Whereas the ideas beneath can information you in crafting persuasive product descriptions, typically you want a bit of additional assist.
Ecommerce Booster App by Semrush can save time, optimize descriptions, and extra:
- Amp up gross sales with AI-generated product descriptions.
- Enhance product photos in seconds: improve picture high quality, take away backgrounds, generate alt texts.
- Improve Your ROI and conversions with a Prepared-To-Implement motion Plan based mostly on the audit of your retailer.
How one can Write a Product Description
When you’re not knowledgeable copywriter, writing product descriptions is usually a difficult process. Listed here are some steps to information you:
Know Your Viewers
Probably the most important step in crafting your product description doesn’t have any writing concerned. It is understanding who your viewers is. Figuring out your goal market will considerably affect the way you categorical your product’s options and advantages.
- What are their pursuits, wants, and considerations?
- What motivates your clients to purchase?
- Do they prioritize high quality, value, comfort, or performance?
- What’s their life-style like?
The extra exactly you reply these questions, the higher you possibly can tailor your product descriptions to talk on to potential patrons.
For instance, in case your audience is environmentally aware younger adults, you may spotlight your product’s sustainable supplies and moral manufacturing processes. Studying about your viewers will allow you to to make use of the vocabulary, tone, and magnificence that resonate with them and encourage them to purchase.
Spotlight the Product’s Options
When you totally perceive your audience, the following step is to showcase the product’s options. Product options consult with particular particulars or attributes, corresponding to:
- Measurement
- Shade
- Materials
- Components
- Technological parts
- Design
When itemizing out your product’s options, be clear and exact. Keep away from any trade jargon that your clients may not perceive. As an alternative, goal to offer a simple clarification of what makes your product distinctive.
As you describe these options, think about your potential buyer holding the product, utilizing it, experiencing it. How may they work together with these options of their day-to-day life?
For instance, should you’re promoting a smartphone and concentrating on new dad and mom, do not simply point out that it has a “12MP digital camera.” Develop on this by saying, “Seize particular moments in high-definition element with our 12MP digital camera.”
Keep in mind, your aim right here is to provide your patrons sufficient particulars to really feel like they’ve held the product, even when they can not see it in individual. The result’s that your potential clients shall be extra probably to purchase, assured of the standard and advantages they’re going to obtain.
Record the Product’s Advantages
Whereas product options give clients specs, advantages clarify what these options imply to a buyer’s life. Advantages reply the query, “So what? How does this characteristic affect me?”
Essentially, clients wish to understand how shopping for your product will improve their lives. They wish to perceive what issues it solves, what difficulties it eases, and what joys it brings.
Whether or not it is saving time, enhancing well being, offering leisure, or boosting their standing, each services or products can supply compelling advantages. To determine your product’s advantages, mirror on every characteristic listed and ask your self:
- Why is that this characteristic helpful?
- Why does a buyer want it?
- How does it make their life higher?
When writing about advantages, use persuasive language. Individuals buy based mostly on emotion and justify them with logic afterward. Optimistic emotional triggers like pleasure, aid, consolation, and status can improve the will to your product.
At all times lead with the advantages when writing your product description. Instantly inform the shopper how they stand to achieve from the product.
Create a Distinctive Promoting Level (USP)
The one strategy to win towards your rivals is to determine and spotlight the distinctive components your product has, which is your Distinctive Promoting Level (USP). Your USP units your product aside from the group and provides clients a motive to choose it.
Perhaps your product boasts superior high quality, makes use of cutting-edge know-how, affords distinctive worth, supplies a singular operate, or just caters to a distinct segment market that others do not.
As soon as you’ve got figured that out, emphasize your USP in your product description. Don’t simply declare your USP—show it. Provide specifics to assist your viewers perceive and admire what makes your product distinctive.
As an illustration, as a substitute of vaguely saying your product is “high-quality,” clarify that it’s handmade or makes use of top-grade supplies. As an alternative of eco-friendly, specify the sustainable manufacturing strategies or the biodegradability.
By speaking your USP successfully, you are giving your viewers compelling causes that justify why they need to select your product over others.
Use Descriptive and Sensory Language
An efficient product description lets clients think about the expertise of proudly owning or utilizing the product. One strategy to obtain that is to make use of descriptive and sensory language.
Descriptive language permits you to paint a extra detailed and vivid image of what you are promoting, making it extra actual and attractive within the minds of your clients.
As an alternative of claiming, “Our espresso tastes good,” describe how “our wealthy, full-bodied espresso, with notes of caramel and chocolate, delivers a easy, strong taste that dances in your palate.”
Sensory language focuses on partaking the shopper’s 5 senses:
- Sight
- Sound
- Scent
- Contact
- Style
If you describe how one thing appears to be like, sounds, smells, feels, or tastes, you are serving to clients visualize the product, which makes it extra actual for them and prompts a stronger emotional connection.
Through the use of one of these language in your product descriptions, you create a extra immersive, sensory purchasing expertise that may drive clients towards a purchase order. This technique is extra vital than ever, as on-line purchasing can’t present the identical sensory expertise as bodily shops.
Keep away from Jargon
Whereas it is vital to be educated and detailed in your product descriptions, keep away from utilizing trade jargon, complicated technical terminology, or obscure acronyms that your common buyer may not perceive.
At all times keep in mind to jot down to your viewers, not for specialists.
The important thing to efficient product descriptions is simplicity and readability. Make your descriptions simple to learn and comprehend, conversational, and relatable. If a time period or characteristic wants clarification, present it in an simply digestible method.
As an illustration, as a substitute of claiming, “Our headphones make the most of ANC know-how,” state, “Our headphones embrace Lively Noise Cancellation (ANC) know-how that blocks out undesirable sounds, so you possibly can lose your self within the music.”
After writing your description, it is all the time a superb observe to have somebody unfamiliar together with your trade learn it. If they’ll perceive and admire your product based mostly on the outline, you’ve got achieved your aim.
Search Engine Optimization (Website positioning)
Whereas writing for purchasers is essential, it is equally vital to jot down descriptions which are pleasant to serps.
Website positioning, or Search Engine Optimization, is supposed to strategically enhance your web site’s visibility in serps. Increased ranks in search outcomes assist drive extra site visitors to your product web page and improve your possibilities of making a sale.
Listed here are a number of ideas for writing Website positioning-friendly descriptions.
- Key phrase Analysis: Earlier than writing your description, determine the search phrases potential clients may use when in search of your product.
- Key phrase Integration: Weave these key phrases into your product descriptions naturally. Keep in mind, the first objective of your content material is to enchantment to your viewers, not simply serps. So keep away from key phrase stuffing!
- Distinctive Descriptions: Keep away from duplicating content material. Search engines like google, particularly Google, penalize duplicate content material. Be certain that every product has a singular description, which provides it the perfect likelihood to rank extremely in search engine outcomes.
- Meta Descriptions: Though not seen immediately on the product web page, meta descriptions are a vital Website positioning factor. They’re the quick summaries that seem underneath web site URLs on a search engine outcomes web page.
- Picture Alt Textual content: Search engines like google cannot see photos, however they’ll learn textual content. By offering alt textual content (an outline of a picture), you are not solely helping visually impaired clients but in addition giving your self one other alternative to incorporate your key phrases.
As an illustration, should you’re promoting vegan leather-based luggage, some potential key phrases could possibly be “vegan leather-based luggage,” “cruelty-free luggage,” “sustainable leather-based luggage,” and so forth. Easily combine these key phrases in your descriptions, like:
“Our fashionable and sturdy vegan leather-based luggage are the proper selection for these searching for a cruelty-free and eco-friendly vogue assertion.”
By implementing Website positioning ways in your product descriptions, you will guarantee higher product visibility, resulting in larger net site visitors and extra gross sales.
Present Critiques and Scores
Social proof is a strong device to affect shopping for selections. We inherently belief different clients greater than advertising and marketing materials. In keeping with one examine, 82% of shoppers learn product evaluations earlier than making purchasing decisions.
Make sure that evaluations and rankings are seen, real, and straightforward to navigate. In case your product attracts a excessive score, spotlight it. Optimistic buyer evaluations that emphasize the product advantages can add a improbable real-life enchantment to your product.
Encourage your clients to go away evaluations, photographs, and rankings by making the evaluation course of simple, and even incentivize it with reductions or loyalty factors. These evaluations are a wonderful asset to your product web page as they supply credibility and foster belief in your potential clients.
By showcasing evaluations and rankings within the product description itself, you present your clients with the reassurance of the standard and worth of your product from those that have already bought it.
The transparency of together with each constructive and unfavourable evaluations additionally provides to the credibility and authenticity of your model. Be proactive in responding to unfavourable evaluations and resolving points, demonstrating that you just worth buyer suggestions and satisfaction.
Embody a Name To Motion (CTA)
One other element of compelling product descriptions is a robust Name To Motion (CTA). After you’ve got highlighted the options, advantages, and distinctive promoting factors of your product, you wish to information your clients towards finishing the acquisition.
A CTA is an instruction that prompts your clients to take speedy motion. Within the context of a product description, your CTA could possibly be issues like:
- Elevate your fashion
- Be part of the revolution
- Don’t miss out
Do not be afraid to get inventive. Use compelling CTA language that aligns together with your model and makes it stand out. It could possibly be a brightly coloured button or a hyperlinked textual content with a catchy font. It ought to draw the shopper’s eyes and encourage them to click on on it.
The extra immediately your CTA leads your clients to conversion (a purchase order), the extra probably they’re to observe it. By creating an efficient, persuasive CTA, you are not solely conveying what motion you need your clients to take but in addition growing the chance they’re going to take that motion.
Proofread
No matter how compelling your product description is, errors and errors is usually a main turn-off for potential clients. They will make your model look unprofessional and careless, leading to potential patrons dropping belief.
After writing your product description, proofread, proofread, proofread. Verify for typos, grammatical errors, and improper sentence building. Guarantee all the pieces is correct, together with the details and claims about your product and any numbers or specs.
Even when it’s grammatically appropriate, you do not wish to confuse your clients with convoluted sentences or extreme vocabulary. Take into consideration whether or not the tone and magnificence of writing match your model voice.
Studying your description out loud can typically allow you to spot any awkward phrasing or lengthy sentences. Alternatively, you should use on-line instruments like Grammarly or Hemingway to examine for errors or run it via a readability take a look at device.
It’s additionally a good suggestion to have a second pair of eyes go over your copy. Totally different individuals catch various things. Getting another person to proofread can assist determine any errors or unclear components you might have missed.
A well-proofread, error-free description not solely demonstrates your dedication to high quality but in addition enhances the shopper’s belief in your model.
AI Product Description Generator
Whereas the ideas above can information you in crafting persuasive product descriptions, typically you want a bit of additional assist.
Instruments just like the Ecommerce Booster App from Semrush can save time, optimize descriptions, and extra. Right here’s a fast take a look at what it may well do:
Amp Up Gross sales with AI-Generated Product Descriptions
By way of synthetic intelligence, the app creates compelling, distinctive descriptions to spice up gross sales and improve conversions.
The generator bases its descriptions in your particular product particulars and its in depth database of high-selling product phrases. It additionally conducts key phrase evaluation to make sure your descriptions are Website positioning-optimized and generates meta descriptions with just some clicks.
Enhance Product Pictures in Seconds
High quality product photos are important for driving gross sales in an ecommerce enterprise.
The app evaluates the present state of your product photographs and suggests areas for enchancment. Issues like:
- Routinely generate Website positioning-friendly alt textual content
- Take away backgrounds from product photos
- Improve picture high quality or optimize for web page loading velocity
By elevating the look of your product photos, you possibly can guarantee they stand out and seize clients’ consideration.
Improve Your ROI with a Prepared-To-Implement Plan
The app does greater than stick a band-aid in your current ecommerce product description writing woes. It conducts an expert-level audit of your product pages, figuring out key areas to enhance for boosted efficiency.
Following the audit, the app supplies a personalized, ready-to-implement motion plan designed to optimize your product pages, improve conversions, and in the end ship a better return on funding (ROI).
Product Description Template
Having a template to work from can assist you scale your retailer or rapidly add a brand new product that clients are asking for. Listed here are three product description templates that differ in tone. Be at liberty to combine and match!
1. Informal/Casual Tone
Meet our [Product name], your new finest buddy. With its [mention features – e.g., sleek design, compact size, etc.], this unhealthy boy will match proper into your day-to-day routine. Want some convincing? Try these advantages:
- [Benefit 1: e.g., Saves you tons of time]
- [Benefit 2: e.g., No more headaches or hassle]
- [Benefit 3: e.g., Makes you the talk of the town]
So, what are you ready for? Click on ‘Add to Cart’ and say hi there to a neater life!
2. Skilled/Formal Tone
Introducing our [Product name], an instance of performance assembly innovation. Designed with [mention features – e.g., advanced technology, high-quality materials], this product affords top-tier efficiency and dependability for people with discerning tastes. You’ll expertise:
- [Benefit 1: e.g., High-efficiency performance]
- [Benefit 2: e.g., Long-lasting durability]
- [Benefit 3: e.g., Enhances productivity and quality]
Put money into [Product name] at the moment to expertise a superior stage of sophistication.
3. Playful/Enjoyable Tone
Say hi there to [Product name] – cute as a button, good as a whip! This little gem comes filled with [mention features – e.g., fun colors, whimsical design] that may’t assist however convey a smile to your face. Simply watch it work its magic:
- [Benefit 1: e.g., Sprinkles a dose of joy in your day]
- [Benefit 2: e.g., Makes chores a game]
- [Benefit 3: e.g., Turns heads everywhere]
Get the [Product name] and let the nice instances roll
FAQ
How do you write a product description step-by-step?
- Analysis your audience
- Spotlight the product’s options and advantages
- Create a Distinctive Promoting Level (USP)
- Use descriptive and sensory language whereas avoiding jargon
- Make use of Website positioning methods
- Present social proof the place doable
- Embody a Name to Motion (CTA)
- Proofread
How do you write a product description instance?
Right here’s an instance of a profitable product description:
Expertise fashion and sustainability with our Vegan Tote Bag. Crafted from top-quality fake leather-based, this bag affords a spacious inside and a sturdy deal with. It’s extra than simply enticing—our luggage are eco-friendly and cruelty-free. Excellent for fashion-conscious, conscious patrons. Make a mode assertion that issues.
What needs to be included in product info?
Embody the product’s options, advantages, USP, value, obtainable colours/sizes/variations, supplies used, guarantee info, care directions, and any buyer evaluations or rankings.
How lengthy ought to a product description be?
Product descriptions needs to be between 100 to 200 phrases. Nevertheless, the size can differ relying on the product complexity and buyer wants.
How do you describe the standard of a product?
To explain the standard of a product, point out the sturdiness, supplies, efficiency, craftsmanship, or any certifications that attest to its excessive commonplace. Guarantee to substantiate high quality claims with particular, tangible particulars.