HOW TO WRITE EFFECTIVE PRODUCT DESCRIPTIONS THAT SELL IN 8 STEPS
- Genevieve Lefort
- Nov 15, 2024
- 5 min read
Updated: Nov 23, 2024
Creating an effective product description is an art that can make the difference between a passive visitor and a customer ready to make a purchase. To optimize your online sales, every word of your description should be crafted to capture attention, answer questions, and encourage buying.
Fortunately, you don’t need to be an experienced copywriter to write a compelling product description. A solid understanding of your product and your target audience is enough.
Follow these eight steps to learn how to write successful product descriptions:
1. Understand your target audience
Before you start writing, take a moment to think about who you're addressing. Is your audience young and looking for the latest trends? Or is it a professional clientele searching for precise and technical details? When you write a product description, always keep in mind the person who will be reading it. Imagine your ideal customer: what would a conversation with them look like?
Use this language and tone in your descriptions to create a real connection. Speak the way your customers would speak and choose words that truly resonate with them. Your style should align with your brand's values and your audience's expectations. For example, a friendly and casual tone works well for lifestyle products, while a professional tone is better suited for technical equipment.
The idea is to personalize the tone and arguments of your descriptions so they resonate with your audience. By aligning the style of your descriptions with your brand's voice, you ensure consistency between your copy and your company's image throughout your website.
2. Highlight benefits, not just features
A common mistake when writing a product description is to focus solely on technical features. Of course, it's important to mention them, but it's just as essential to highlight the concrete benefits for the customer.
Descriptions that sell go beyond mere features. What customers really want to know is how this product can make a difference in their lives.
For example, instead of saying, "This blender has 1200 watts of power," say, "With its 1200 watts, this blender lets you whip up creamy smoothies in no time, even with frozen fruits!"
Think about the experience your product delivers and describe it vividly. A customer prefers a description that speaks to them and allows them to visualize the benefits.
3. Use sensory words and evocative adjectives
Since online shoppers can’t touch or test the products, it’s crucial that your description appeals to their senses. Using sensory words can really help your customers imagine what it would be like to own the product. Think about describing the texture, appearance, taste, or quality of the item to spark their imagination.
Talk to them about the feeling they'll get when using it, the scent it might have, or the sound it could make. For example, instead of just saying “a comfortable bag,” you could say “a super lightweight bag that rests gently on your shoulder.” This makes the image more vivid and helps the buyer envision themselves with the product.
Don't forget to add attention-grabbing words like "exceptional," "elegant," "ultra-durable," "innovative" – these terms give more weight to your description and make it more engaging.
But most importantly, stay true to the reality. Be honest in your descriptions: it’s not about overselling, but about sparking desire without deceiving. If the description doesn’t match the reality, it can lead to disappointment and returns.
4. Be concise and pay attention to layout
Online customers rarely read long descriptions. Use short, impactful sentences to keep their attention. Adopt a clear format with short paragraphs and bullet points to make it easier to read, especially on mobile. Customers often scan descriptions, so key points should be highlighted.
Pay attention to the layout to make reading enjoyable: use headings, subheadings, and white space to break up the text. A well-organized layout helps with navigation and allows customers to quickly find what they’re looking for. A neat, clear, and concise presentation makes all the difference! Don’t forget to choose a font and size that are easy to read.
5. Optimize for SEO
To ensure your products are easily found on search engines, simply incorporate relevant keywords into your descriptions. The key is to use them naturally, without overloading your text. Each description should be unique, so avoid copying and pasting standardized descriptions. This improves your SEO while providing a better experience for your visitors.
By adding relevant keywords to your descriptions, titles, meta descriptions, and image alt tags, you maximize your chances of appearing in search engine results. And if you're not sure where to start, don’t worry! Check out our article on keyword research, where you'll find tips for discovering the most searched terms for your products. With these insights, you'll be well-equipped to improve your visibility and attract more visitors!
6. Include a size chart
A size guide is an essential tool for clothing and any items that require a perfect fit! It helps your customers choose the right size, which reduces returns and improves satisfaction. To create an effective size guide, take the time to measure each product in detail: bust, waist, hips, sleeve or pant lengths... The more precise, the better! Don’t hesitate to add images or explanatory diagrams, as this will make the guide even clearer for your visitors.
And if you're selling internationally, be sure to include size conversions (EU, US, UK, etc.). By adding a link to the guide on each product page, you help your customers envision themselves with the product and confidently select their size.
7. Allow space for customer reviews
Customer reviews reassure new buyers by sharing authentic experiences and add credibility to your products. By enabling reviews on your product pages, you create a space where customers can exchange feedback and show how much your items are appreciated and useful.
To maximize the impact of reviews, encourage satisfied customers to leave a comment, for example, by sending a reminder email after purchase. Also, make sure to respond to reviews, whether they are positive or slightly critical: this shows that you are attentive and responsive. With clear descriptions and reliable customer reviews, your visitors will have every reason to trust you, make decisions more easily... and increase your conversions!
8. Use high-quality photos for each variant
A picture is worth a thousand words, especially in e-commerce. To help your customers visualize exactly what they’re buying, it’s crucial to provide high-quality photos for each product variant (colors, sizes, styles, etc.). Make sure each image accurately reflects the product’s appearance to avoid any surprises when the order arrives.
To capture the attention of visitors, use clear, well-lit images that show the product from different angles. Highlight important details—like texture, finishes, and any key features—and, if possible, showcase the product in a usage context so customers can better imagine themselves using it. High-quality, varied photos add credibility to your store, enhance the user experience, and increase your chances of conversion.
