A product description is marketing copy that explains what a product is and why a consumer should purchase it. A well-written description informs a customer about a product’s details and uses, but its purpose is to persuade them to buy by telling a story about what makes the item special. Since 20% of purchase failures can be attributed to unclear descriptions, this text is a foundational element that helps build trust and influence conversion rates.
Identify Your Target Audience
Before writing, it is necessary to understand who the product is for. Defining a target audience involves identifying the group most likely to be interested in a product based on their shared characteristics and needs. This process allows for tailoring the language and tone to resonate with that specific market segment. Considering factors like age, location, and interests helps narrow the focus.
This understanding is deepened by creating a customer persona, a fictional representation of an ideal buyer based on market research and data. A persona goes beyond demographics to include details about a customer’s lifestyle, goals, and challenges. Developing this profile helps in understanding their motivations and pain points, which are the specific problems they are trying to solve. This makes it possible to craft a message that positions the product as their solution.
Focus on Benefits Over Features
An important distinction in crafting compelling product descriptions is the difference between features and benefits. A feature is a factual statement about a product, such as its dimensions, material, or technical specifications. For example, stating that a backpack is made of water-resistant nylon is a feature. These details describe what the product is, not what it does for the customer.
A benefit, on the other hand, explains how a feature improves the customer’s life, answering their unspoken question: “What’s in it for me?”. It translates the feature into a tangible outcome. The benefit of a water-resistant nylon backpack is that it keeps belongings safe and dry during a rainstorm. This approach connects with customers on an emotional level, as many purchasing decisions are emotionally driven.
To translate features into benefits, consider the direct result of each feature. A rechargeable battery saves the customer money and adds convenience. A smartphone with 128GB of storage offers the benefit of storing thousands of photos without worry. Focusing on these outcomes shifts the description from a list of specifications to a persuasive narrative about how the product solves a problem.
This method helps potential buyers visualize how the product fits into their lives and addresses their specific needs. For instance, instead of just stating a shoe’s construction type, explain that it results in flexible, breathable comfort. This focus on the end result is more persuasive because it speaks to the customer’s motivations.
Use a Compelling Tone and Voice
A brand’s tone of voice reflects its personality, whether professional, playful, or technical. This voice should be consistent across all product descriptions to build a recognizable brand identity. Using a tone that aligns with the target audience’s preferences helps create a stronger connection.
Incorporating sensory and vivid words can make a description more engaging by helping the customer imagine using the product. Words that appeal to touch, taste, smell, sight, or sound can paint a picture in the reader’s mind. For example, instead of saying a sweater is “warm,” a description could say it is “cozy and soft against the skin.”
Telling a mini-story is another technique for creating an emotional connection. This involves creating a scenario that places the customer as the hero, using the product to solve a problem or achieve a goal. A description for a vase, for instance, could talk about how it brightens a room, helping the customer visualize the item in their own home.
This storytelling can also include the product’s backstory, such as the inspiration behind its design or where it was made. Sharing these details can make the product feel more unique and differentiate it from competitors. Speaking directly to the customer in a natural tone makes the description more conversational.
Structure for Readability
Online readers tend to scan content, so the structure of a product description is important for holding their attention. Large blocks of text can be intimidating and may cause a customer to leave the page. Use short, easy-to-read paragraphs of no more than a few sentences to make the information digestible.
Using a mix of formatting styles can also improve scannability and highlight the most important information. A clean visual layout with ample white space makes the content easier to read and more visually appealing. The goal is to present the information in a way that is both informative and easy to navigate.
- Use bullet points to present technical specifications, features, or benefits.
- Apply bold text to draw the reader’s eye to compelling aspects of the description.
- Write compelling headlines and subheadings to guide visitors through the content.
- Use a larger font size for readability, especially on mobile devices.
Incorporate Search Engine Optimization
For a product to sell, customers first need to find it, which is where search engine optimization (SEO) helps. SEO for product descriptions involves using keywords that potential customers use when searching online. Integrating a primary keyword naturally into the description can improve its ranking in search results.
Keyword research tools can help identify the most relevant terms for a product, including long-tail keywords. Once identified, the primary keyword should be placed in strategic locations, such as the product title, the first sentence of the description, and within the body of the text. It is also beneficial to include the keyword in the image’s alt text.
The description must always be written for a human reader first. Avoid “keyword stuffing,” or overloading the text with keywords until it sounds unnatural, as search engines can penalize this practice. This also creates a poor customer experience. The goal is to weave keywords into the copy seamlessly to balance the needs of search engines and the customer.
Add a Clear Call to Action
After providing a compelling description, the final step is to tell the customer what to do next. A call to action (CTA) is a prompt, such as a button or link, that encourages the user to take a specific action. Without a clear CTA, a product description is an incomplete sales pitch, as it leaves the customer without a direct path to purchase.
A strong CTA uses clear, action-oriented language. Common examples include “Add to Cart,” “Buy Now,” or “Shop Now.” Depending on the brand’s voice, more creative CTAs can also be effective, such as “Claim Your Discount” or “Start Your Free Trial.” The language should be concise and motivating.
The design and placement of the CTA button are also important. It should be visually distinct, using a color that stands out and is surrounded by white space. The text should be easy to read, and the button large enough to be clicked without difficulty, especially on mobile devices. Some pages may use a secondary CTA, such as “Learn More.”