How to Write a Good Product Description
Did you know that 85% of shoppers say product information and images are essential when choosing a retailer? That’s where a good product description comes in. This content type not only influences purchasing decisions but boosts visibility on search engines, reduces e-commerce abandonment, increases conversion rates, and sends sales into the stratosphere! This guide explains how to create more effective product descriptions and why you should use the best product description writing services.
Writing product pages is one of the most critical components of your content marketing strategy! So let Scripted’s vetted and experienced copywriters create great product descriptions relevant to your brand voice and marketing goals. Learn how product descriptions benefit your business.
Know Your Ideal Buyer Persona
You can’t convert every single customer, so focus on appealing to your ideal buyer. When you write a product description specifically for your target customer, you can carefully choose your words and messaging to increase sales. Numerous tools help you create an ideal buyer persona — a fictional representation of your target audience. You don’t have to spend money on software or consultants to start writing product descriptions for your persona.
When creating a persona, come up with a name for your fictional customer and fill in details, including their:
- Background, such as employment history, whether they have children, and whether they attended college
- Demographics, such as age and household income
- Identifiers like personality traits (calm, organized, anxious, etc.) and the best ways to contact the person (email, phone, social media, etc.)
Once you know your ideal customer, you can start writing product descriptions that target them. Of course, this person doesn’t exist. Plenty of potential buyers, however, share this imaginary person’s traits, helping you fine-tune your content strategies. When you appeal to one ideal customer, you can attract consumers closely aligned with the persona’s background, demographics, and identifiers.
Create a List of Keywords for Your Product Descriptions
Around 68% of online experiences start with a search engine, so you’ll need to optimize your product descriptions so they show up in searches. Improve the search engine optimization (SEO) of your product descriptions by including relevant keywords that match search users’ queries in your niche. For example, if you sell dresses, you might want to create a list of keywords that includes:
- Organic cotton dresses
- Lightweight dresses
- Summer dresses
- Dresses with pockets
- Casual dresses
Try to choose unique keyword phrases — but don’t get too obscure, or you risk losing your audience. Luckily, plenty of keyword research tools help you choose phrases that match your SEO goals. You can also check which keywords your competitors use to attract customers to their product descriptions.
Not sure what to say in product descriptions? Scripted’s talented copywriters can help you find your voice! Sign up for a 30-day free trial, and connect with product description writers in your industry today.
Recommended reading: The Best SEO Keyword Rank Trackers
Choose Descriptive Words
Depending on where you plan to post your product description, you might have a chance to use anywhere from 20-200 words to entice potential buyers. Regardless, that’s not a lot of room! When you cut filler content, look for cliched words every e-commerce store uses. The words “excellent” or “terrific” won’t help you attract new customers because too many stores already use them when describing their products.
Look for more descriptive words that help people imagine what it feels like to use your products. So don’t say you have an “excellent summer dress.” Choose something more descriptive like “floral-print summer dress” or “linen summer dress.” Remember, you have limited room and time to grab your reader’s attention, so don’t waste either on meaningless words that won’t convert visitors.
Include Details When You Can
When writing longer product descriptions, give your customers details that help them decide whether they want to buy your items. If they feel disappointed after receiving their purchase, you will lose money on shipping and restocking. When describing the summer dress, for example, you might include details like:
- Available sizes
- Where the dress was made
- Available colors
- The garment’s length
- The type of materials used
Writing important product features in a bullet list style will make your product descriptions more scannable and increase readability. Bullet points can also speed up the purchasing process for potential customers and improve your search rankings. Product specs and technical details are good options for bullet lists, which you can include under your main description paragraph.
Think about what will matter to your shoppers. If you have room to include an important detail, add it to the description. Lots of product images will complement your descriptions because the brain processes visuals 60,000 times faster than regular text.
Tell Stories That Make Products Feel Personal
Telling a good story helps you break down rational barriers that prevent people from completing their purchases. A picture of your item alone probably won’t evoke many emotions unless you’re selling something cute or sentimental. Words allow you to connect with buyers on an emotional level. You could do this by describing the item’s origin. For example:
"A humid evening in Atlanta inspired designer Almy Mirror to make the prototype for this lightweight summer dress. She improved it throughout the season until she had a dress everyone envied."
You could also tell shoppers why you chose to sell a specific item in your online store. That can help you explain why it is the perfect product for customers. For example:
"We spent months talking to local designers before we found the perfect summer dress. The moment we felt its lightweight linen and billowy fit, we knew we had the right design for our store."
Think about what makes your offering unique when writing product details. Every item has a story behind it. Tap into the experience to motivate buyers with feeling instead of logic.
Add Social Proof to Your Product Pages
Few things motivate humans more than social assurance. When you know other people are happy with an item, you become more likely to purchase it. That’s one of the reasons you see so many of your friends online asking for recommendations when they need things like lawn care, new hairstylists, or vehicles. Everyone wants input and validation before they spend money!
You can add social proof to your product description page by including quotes from real-life customers from your e-commerce business. Alternatively, pull product reviews from your social media pages and publish relevant information in your product marketing copy. Research shows that 95% of consumers read customer reviews online before shopping.
You could offer even more encouragement by including quotes from authorities. If a celebrity said she loved wearing your dress, put that quote on your website. Use that person’s influence to increase sales.
Include a Call to Action (CTA)
Sometimes, people want you to tell them what to do! A good call to action removes doubt, addresses pain points, and tells shoppers how to act. It’s one of the most important elements of any product page.
Some of the best CTAs are straightforward, simple phrases like:
- Get your lightweight summer dress today
- Choose your size and relax into summer
- Order your summer dress before it gets too hot
Whatever you include in your CTA, make it personal for your audience. Research shows that personalized CTAs — which change based on factors like demographic information and physical location — perform 202% better than non-personalized ones. Also, CTA buttons generate more engagement than text-based CTAs.
Hire Product Description Writers on Scripted
Crafting product descriptions that attract search engine crawlers and convert shoppers can be challenging, especially for business owners that lack the resources to create content. Save yourself the time and trouble of creating descriptions for product pages by hiring a professional freelancer on Scripted who can do the hard work for you. Scripted automatically connects you to a vetted product description writer in your industry, removing the time it takes to find, interview, and background check copywriters. Start now by reviewing writer profiles and choosing someone familiar with your industry.
Ready to buy product descriptions for your ecommerce site? Scripted’s writers are waiting for you right now! Get started with a 30-day free trial.
