// How to write perfect product descriptions
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  • Clare Tweed

How to write perfect product descriptions


A well written product description has the power to make what you sell more noticeable online, drive customer engagement with your products, and ultimately increase sales.


In this article, we’ll share with you our top tips for crafting the perfect product description from:

  • getting to know exactly what a product description is,

  • how to effectively target potential customers,

  • how many words you should use, why product descriptions matter, and

  • how you can optimise your product descriptions to gain an advantage over your competitors.

What is a product description?


Put simply, a product description are the words that are used to describe the products on your website. Often displayed alongside images of the item you’re selling, product descriptions are used to tell a story about what you’re selling and to articulate the features and benefits of a specific product, such as what it is and what it does.


In addition to simply telling a potential customer about your products, a well written product description should successfully persuade a visitor to your website why they should buy your product over a similar one being offered by a competitor.


Unlike high-street shops, online stores don’t offer the customer the option to interact with the product they’re considering purchasing. This is why a well written product description is essential in articulating the benefits of an item someone may be considering buying online.


How to target potential customers

When writing a product description, it’s important to know who you’re targeting. Ask yourself what type of customer you’re trying to attract and then put yourself in their shoes by asking the following questions:

  • What are the unique selling points (USP) of the product?

  • What are the features and benefits of the product?

  • What problem does this product solve?


Craft your product descriptions around your target market in order to maximise engagement with your products. If you’re selling clothes for young children, for example, your description should be targeted at the parents who would be making that purchase.


The most effective product descriptions target your potential customers in a friendly, informal and personal manner - essentially gaining their trust and making a connection.


Building an understanding of your demographic also helps when deciding on the branding and design of your store as well as your marketing materials. Your website colour-scheme, logo and imagery should all match the tone of voice you’re using in your product descriptions.

Make every word count


It’s vitally important to consider the length of your product description. Research has shown that up to 79% of online users scan a page rather than reading it word for word when visiting a website.


By keeping your product descriptions relatively short and concise rather than long and wordy, customers are more likely to retain the information they’re reading.


However, you shouldn’t cut down your product descriptions at the expense of clarity and accuracy. Research has shown that 40% of items purchased online were returned due to an inaccurate product description while well-written content helped boost sales and brand loyalty.


Additional information such as shipping costs and delivery options should be included in a separate FAQs section but we’ll come to that shortly.


So, when writing product descriptions make sure you accurately describe the item you’re selling in an informative and engaging manner, no matter how brief. Put simply, make sure that every word counts.

Do product descriptions really matter?


Product description really do matter. Recent studies show that up to 80% of customers add items to their basket without following through with a purchase. There are a number of reasons for a visitor to your site to abandon their shopping carts and one of them may be the fact that they’re undecided on whether to click the ‘buy’ button based on an unclear or poorly worded product description.


When you consider that nearly 60% of shoppers use a smartphone to buy items online, it’s likely that you have one chance to really sell your product before they click to another site or get distracted by a different app. So, presenting your potential customers with the information they require in an informative and engaging manner is vitally important.

Add a FAQ section

If you use an online e-commerce platform such as Shopify, Magento or WooCommerce for WordPress, the software offers you the opportunity to add a FAQ section that can be displayed alongside product descriptions.


In addition to the product description, sometimes a customer will be looking for answers to common questions (such as delivery and shipping information and your returns policy). The customer then uses these answers when deciding on whether to purchase a product or not so it’s worth including this information.


A well written FAQ section also saves you time by answering commonly asked questions on your website – these answers will prevent customers emailing and phoning you for support reducing the workload in your business. Plus, customers appreciate it if they have a query outside of working hours which your website answers – these days, nobody likes to wait for answers.


Remember that it’s important to update your FAQs if anything changes in your business.

Optimise your product descriptions for search engines (SEO)

In the ever-competitive world of online retail, having a strong search engine ranking is essential when it comes to gaining an advantage over your competitors.


One of the main ways in which you can build your ranking is by writing strategic product descriptions filled with keywords related to your product, the industry in which you’re operating, and the wants and needs of your target market.


Essentially, effective search engine optimisation (SEO) means that more people are likely to find your products when searching online.


If, for example, you sell handmade office furniture you may use keywords and phrases such as ‘bespoke rustic table’, ‘handmade wooden table’ or ‘executive handmade reception desk’.


So that your descriptions sound natural and engaging, it’s important to write your product descriptions first and then drop in keywords where and when they best fit.


There are a number of online tools you can use to help you find the right keywords for your products, including Google Keyword Planner, Semrush and Wordstream.

Get it right first time

Although it’s easy to modify your product descriptions if things change – such as the addition or removal of a new product colour or size variation – it’s worth making sure your product descriptions are accurate and grammatically correct before you publish them.


Ask a friend, colleague, or family member to proofread each product description for style, tone, and accuracy and really do take their feedback onboard. After all, they’re a neutral party and won’t be as emotionally attached to your products as you are meaning they’ll be more likely to read your product description from a potential customer’s point of view.


Conclusion

The ultimate aim of any successful online store is to increase sales and one of the best ways to do this is by writing product descriptions that inform, engage and entice a customer to make a purchase.


Put yourself in your customers’ shoes and think about what they want from a product when shopping online. Once you’ve done this and have crafted strategic product descriptions accordingly, you’ll be on the road to retail success!


We’ve written product descriptions on everything from carpets to picnic benches. To find out more on how we can write engaging, compelling product descriptions for your business which really convert, call us on 0330 010 8300, or email clare@morethanwordsuk.co.uk

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