Table of Contents
Define your ideal client.
Great product descriptions always keep the ideal buyer in mind. You must understand this customer and which elements of the product will appeal to them to know which features to discuss. If you haven’t previously done so, creating a buyer persona is a fantastic idea, and there are several templates available online as a starting point. After you’ve created your character, tailor your description to their preferred language. What are the words they use? Do they speak in slang? What are the most likely inquiries they will have? Would they enjoy a little levity? Age, region, gender, education, and other characteristics will all have an impact on the language you end up using. Use this to answer these questions with a persona in mind on your product page.
Promote the advantages of the product.
When creating your client profile, consider their purchasing motivations and what is most likely to entice them to buy. Listing the product’s qualities isn’t enough to sell in a competitive market; you must also emphasize the product’s benefits. Assume you’re selling a raincoat. Rather than just mentioning “Waterproof fabric” or similar, you might state “Waterproof fabric for guaranteed dryness”. The latter product description is significantly more successful because it specifically states the value you will receive from this product’s feature.
Avoid utilizing stock phrases.
Use terms like “great quality” sparingly. This is something that every customer expects and that every shop would say about their product. There is no need to mention the product’s quality because it is not in doubt. The buyer is only interested in the product’s essential characteristics and the benefits they provide. Being as specific as possible with the features will aid your page’s position in Google. The more product attributes you can mention or discuss, the higher your website will rank in search results. Being informative is what search engines want, so write your product descriptions accordingly.
To draw attention, use bullet points.
Bullet points ensure that your clients’ limited attention is captured. Most visitors will scan-read, thus employing bullet points will immediately catch their attention. Bullet points don’t have to be brief and only contain a few words; they may also be used to tell stories. Take, for example, the Kindle product page on Amazon. They use bullet points to tell the tale of the device’s features and benefits in the body of the product page, which provides a picture of the life of a Kindle owner.
Keep your descriptions brief.
While you may want to write a tale about your product, you should also keep it as basic as possible. GOT-style descriptions have no place in your product description.
Here, you must employ sparingly and always substitute the shorter word for the lengthier one, providing it is on brand. Your product pages will draw clients from a diverse range of backgrounds, so aim to appeal to as many as possible.
SEO optimization
You must improve your product pages for SEO if you want them to appear in search results. What exactly does this mean? Ensure that your product’s keywords, as well as other words that are commonly searched for while seeking your goods, are sprinkled throughout your product pages. These terms should appear naturally in your content rather than being listed or shoehorned in. Remember that Google appreciates material that is both informative and unique, and that its algorithm is constantly evolving. There are far too many pages that simply list keywords, so don’t be one of them.
Make good use of product photographs.
A good product description necessitates a good product image. A product image is more essential to 63% of customers than the description. A good product image will inform users of everything they need to know about the product before they buy it. You’ve got a terrific product page when your image complements your copy and they both work together.
Include social proof to establish trustworthiness.
Customers that visit your website may not always know what they want to purchase. When this occurs, individuals are frequently swayed by favorable reviews and credible comments. Because 85% of millenials think reviews influence their purchasing decisions, it’s critical to offer some good social proof on your product page wherever possible. If you don’t have access to positive product reviews, which many people don’t, listing the most popular products you have for sale will work wonders. A buyer may view a product that appeals to them more than the one they are currently considering and decide to purchase both. A great win for a straightforward solution.
Maintain brand consistency.
While the above strategies may appear to change what your brand stands for, it is critical to stay true to your company’s objective. Perhaps bullet points aren’t appropriate for your brand, or you want longer descriptions because your items are all about the tale. The approaches listed above are tried and true, but if they endanger your brand, change your strategy.
