Tips for Writing Better Product Descriptions

Product descriptions are the key to conversions for any ecommerce site. But how do you make them enticing enough to turn online browsers into buyers? Stop thinking of them as “descriptions,” for one. Specifications such as color and size may describe your product accurately, but they hardly have the persuasive juices to make a shopper “Add to Cart.”

Remember, a product description is also a sales tool. Here are three tips to help you write product copy to improve your bottom line.

1. Know Your Audience    
Who is your product for? Which demographic do they fall into? What are their interests? The more questions you can answer about your target audience, the better you’ll be able to relate to their needs.

Ask yourself why this person would be interested in your product. This will help you bridge your products’ features and benefits to your potential buyers’ motivations.

2. Link Features to Benefits
By better understanding your audience, you’ll recognize what their pain points are and how your products can help them.

Let’s say your online store sells thermal coffee mugs. One of the features of this mug is the stainless steel double wall. What is the takeaway for shoppers? Nothing, unless you let them know how this feature benefits them.

Example:  The Onyx Thermal Coffee Mug’s stainless steel double wall keeps your drinks piping hot for up to 8 hours while keeping your cup cool to the touch.
Always follow your feature with a clear benefit.

3. Nip Objections in the Bud
Buyer’s guilt is real and it usually strikes sometime before checkout. Objections that generally pop up include:

  • Do I really need this?
  • I shouldn’t be spending money on this.
  • Let me think about this some more.

According to Moz’s Martina Mercer, you can eliminate buyer’s guilt by using and avoiding certain words. Don’t, for example, use words such as “treat” or a “luxury” to describe your products. Instead, label your product as “essential.”  Highlight your products’ multi-use and target words that make them sound exclusive. Refer to your product as a “bargain,” and if your offer is a limited-time one, say so. It will create a sense of urgency.

Following these tips will help, but your product descriptions won’t make an impact if they’re hard to read. Avoid using long paragraphs when writing them. Use a couple of sentences as an introduction, but list out your features and benefits with bullet points. This will make your copy easier to scan.

Shoppers rely on your product descriptions to make purchasing decisions, so write description that sell! If you’re not sure about what content to include on your pages, here are some recommendations on the best information to include on your products pages.