In today’s digital marketplace, crafting winning product descriptions is no small feat. These silent salespeople on your website need to grab attention, inform customers, and ultimately convince them to click “add to cart.” But how do you write product descriptions that truly sell?
This Mafost Marketing Blog dives deep into the secrets of crafting compelling product descriptions that will transform your website visitors into loyal customers.
In this post:
A significant majority of our clients—around 70-80%—already operate online stores complete with product pages. They seek our assistance to effectively promote and sell their products.
However, the real magic begins right on the product page, where the sales journey unfolds through the power of the product description.
Rather than solely relying on advertisements, we often recommend a more potent approach: revising, rewriting, and occasionally redesigning these crucial product descriptions.
Without further ado, let’s jump into how to write product descriptions that have great conversion rates.
Read Also:
Emerging Ecommerce Trends (2024) for an in-depth look at products that are poised to sell in 2024.
Selecting the Best Ecommerce Platform for your Business for 11-minute review and Pros and Cons of Shopify, WooCommerce, and Etsy.
What are Product Descriptions?
Product descriptions are the silent salespeople on your website or online store. They inform potential customers about what your product is, what it does, and why they need it. Compelling product descriptions go beyond simply listing features; they translate those features into benefits that resonate with your target audience.
Crafting Compelling Product Descriptions that Sell
The key to a successful product description is to write copy that sells. Forget dry, technical jargon. Instead, focus on creating engaging content that highlights the value your product brings to the customer’s life.
This image from Dr. Squatch is a prime example of great product descriptions. Every product oozes with brand voice and personality.
This cologne says,
“Trek through a lush rainforest and experience the adventure of the vibrant, uplifting scent of Rainforest Mist Cologne. Made with natural alcohol derived from corn and sustainably-sourced ingredients, our natural cologne features a long-lasting scent with notes of eucalyptus, bergamot, and cedarwood so you can feel like a man and smell like a champion, all day long.”
While it covers the basics of the product, it also engages with the audience.
The layout of the product page makes it easy to click through the details, ingredients, and usage.
It’s a product description that converts!
Beyond Features: Focus on Customer Benefits
People don’t buy features, they buy solutions to their problems or ways to improve their lives. Shift your focus from listing technical specifications to explaining how your product benefits the customer. For example, instead of saying “water-resistant jacket,” focus on the benefit: “stay dry and comfortable during unexpected showers.”
Know Your Audience: Tailor Your Description to Their Needs
Understanding your target audience is crucial. What are their pain points? What are their desires? Tailor your product description to speak directly to their needs and wants. Use language and examples that resonate with them.
Write Like You’re Talking to a Friend: Clear, Concise, and Engaging
Write in a clear, concise, and engaging tone. Imagine you’re explaining your product to a friend. Avoid overly technical language and complex sentence structures. Use strong verbs and active voice to keep your reader interested.
Weber’s product descriptions use smart web design to engage customers in the buying process.
They select options and spend time viewing variations of the product.
All this engagement will result in better sales conversions.
Power Up Your Descriptions with Strong Verbs and Sensory Details
Don’t just tell, show! Use strong verbs and vivid sensory details to paint a picture of what their life will be like with your product. Help readers imagine how it feels, smells, or sounds to use your product.
Formatting for Scannability: Bullet Points, Bold Text, and White Space
People often scan online content rather than reading it word-for-word. Break up your text with bullet points, bold key features, and use plenty of white space. This makes your descriptions easier to read and digest.
Harness the Power of Storytelling: Connect with Your Customer
Weave a story into your product description. Show how your product can solve a problem, fulfill a dream, or create a positive experience. Stories connect with readers on an emotional level, making your product more memorable.
Product Keywords & SEO: Get Found by the Right People
Optimize your descriptions with relevant keywords that potential customers might use to search for your product. This improves your e-commerce search engine ranking (SEO) and helps the right people find your product online.
It’s not enough to design a beautiful site or product page.
It must be found by the right people.
Speaking of beautiful product pages, here’s a quick video with product page inspiration from our friends over at Shopify.
3 Tips Mastered by Pros
Calls to Action: Tell Them What to Do Next
Don’t leave your readers hanging! End your product description with a clear call to action (CTA). Tell them what you want them to do next, whether it’s adding the product to their cart, visiting a specific page, or signing up for your email list.
Proofread and Polish: Make Your Descriptions Impeccable
Typos and grammatical errors can erode trust and professionalism. Take time to proofread your descriptions thoroughly and ensure they are polished and error-free.
A/B Testing: Find What Works Best for Your Products
The best way to write effective product descriptions is to experiment and see what works for your audience. Use A/B testing to compare different versions of your descriptions and see which one drives more sales or conversions.
With every website we build, we install a marketing suite that has all the tools to run AB tests for landing pages, product pages, calls to action, lead forms, and headlines. If your online store doesn’t have this type of software, we recommend it.
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