Writing great product descriptions
Written product descriptions are becoming an increasingly important component in marketing strategies.
The way you describe a product on your website can make or break a customer’s decision. Each product description is also reflective of your business and may play a formative role in determining a customer’s perception of your professionalism.
There is an art to writing a great product description. It often involves creating a delicate balance between the different elements. These are our top tips for writing product descriptions that sell.
Your product description has to be long enough to give the reader all of the information that they might need, but rambling descriptions can seriously undermine your chances of a sale. The last thing you want is for a customer to get bored while they are considering your product. Long winded product descriptions can also create the impression that you do not know your own business well enough to sum it up concisely.
Engaging and informative:
Adding a little personality into your product descriptions can give them an edge. Whether it is funny, quirky, dramatic or emotive, your writing needs to be reflective of your brand. However, you need to make sure that this is balanced with detailed information. Customers become frustrated if they are unable to find the information they need, which may well lead them to one of your competitors.
Superlatives are words that indicate the highest possible degree of something (greatest, biggest, finest etc.). When it comes to product descriptions, superlatives can sound insincere unless you have concrete facts to back them up, and can appear as though you need ‘fluff’ or filler words to sell your product.
Constantly using keywords in your product descriptions helps to improve the visibility of your products to search engines. Take some time to consider alternative keywords and weave them into your copy in ways that sound natural. Alternative keywords are terms which people may substitute for your keywords when searching online, such as ‘handmade’ and ‘handcrafted’.