Write Product Descriptions That Sell
Online shopping has become increasingly popular recently. Your product descriptions truly need to sell your products as consumers rely on them to inform their decision-making. Like other content on your website, these descriptions need to be well-written in the eyes of consumers and search engines.
Here are six tips on how to write product descriptions that sell:
1. Consider Who’s Buying
Like with your marketing content, consider who your audience is. What is their age, gender, location, education, and occupation? You write product descriptions differently to appeal to different buyers.
For example, fashionable sneakers for teenagers require a different description than running shoes for professional athletes. The most important question to ask yourself when creating product descriptions is, “who is buying this product?”
2. Consider The Benefits
There are benefits to using your product. Your potential customers are looking for these benefits as they make purchasing decisions. For example, the professional runner wants to know how comfortable your sneakers are because of features like memory foam.
Meanwhile, the teenage fashionista is more interested in appearance-based benefits like brightly colored laces. Make sure your product descriptions reflect these benefits and target them to your audience as such.
3. Create a Sensory Experience
If you’ve ever been to a wine tasting, you know that the wines are described using words like buttery, sweet, and dry. These words give you an idea of how the wine tastes and smells. They also tell you how the wine pairs with food. For example, dry red wines pair best with hearty dishes like lasagna.
You should describe your products in a similar way, even if you do not sell wine. Those memory foam sneakers could become comfortable, cloud-like memory foam sneakers. As you can see, the cloud-like sneaker description provides more of a sensory experience so you can imagine yourself walking on the clouds.
4. Consider Your Story
Like your brand, every product you sell has a story. Share what inspired creating the product and what obstacles you overcame to develop it. Also, share how you tested the product. Consumers would be interested in the story behind the product they are purchasing, especially if it is something unique.
5. Consider Search Engines
Like your marketing content, you need to consider search engine optimization (SEO) when writing product descriptions. That means, using bulleted lists instead of lengthy paragraphs to make the content easier for search engines to crawl. This also improves user experience as online shoppers tend to skim content and bullet points draw in their attention.
6. Consider Keywords
Keywords are the basis of your SEO strategy. They should also be part of your product descriptions. Ideally, they should be included in your page title, meta description, ALT tags, and body content. In this case, your product descriptions are your body content and should be written as such.
You should also choose keywords that reflect your product and how people would search for it. Using terms like “sneakers” instead of “running shoes,” for example, if your ideal customer would prefer that terminology. That way, your keywords match the language actual consumers use when searching for similar products.
Need Help Writing Product Descriptions?
Regardless of your customer base, product descriptions must be helpful and relevant to the product and consumer. If you need help creating product descriptions or other website content, contact Links Web Design for a free consultation. We’d be happy to help you create unique product descriptions that accurately reflect your products and services.