It is essential to have a well-written product description. However, many product descriptions are overlooked.

Product descriptions are essential for Google ranking. 87% value complete product information when making a purchase.

Many product descriptions are poorly written or dull. Merchants often focus on other aspects of their product pages, such as product images or reviews.

Today, we want to pay more focus to product descriptions. This blog will discuss the science and art behind writing strong product descriptions. It will also provide 10 tips to create a copy that converts.

What is a product description?

Let’s start with the basics. The product description describes the product in great detail and highlights the advantages of purchasing it.

The product description is located next to the product photo(s) in an online store.

It is important to remember that each marketplace has its product descriptions. Amazon limits product descriptions to 2000 characters. Amazon also enforces strict rules, such as excluding testimonials from customers or any time-sensitive information.

This blog will be about creating descriptions for your website. This is the most important area of your website.

Basics of product copywriting

There are many common mistakes that sellers make when writing product copy. Publish a wall of text with no formatting or spacing.

Copywriting guidelines:

• Keep your copy concise and to the point
• You should give priority to your unique selling points
• Make your customers feel good
• Check for grammar mistakes and incorrect statements
• Use keywords for both SEO and user experience.

For eCommerce SEO, it’s important to create product descriptions. Google doesn’t like duplicate content. Google might not show your website if someone searches for the same product.

By writing unique, SEO-friendly copy, you can ensure that search results bring you to your website.

9 tips for writing product descriptions

Now let’s get to the more complicated tips. Grab a cup of tea or coffee and take a look at these top nine tips for creating high-converting product copy.

1.  Get familiar with your audience before you begin writing.        
2.  Be specific about the benefits of your product
3. Avoid superlatives
4. Write descriptions that correspond with your images
5. Tell stories to grab people’s attention 
6. Show your brand’s personality
7. Trust with social proof
8. Customers can easily read
9. To measure and optimize your performance, use KPIs

1. It is essential to get to know your audience before you begin writing.

No matter how skilled a writer you are, you can’t reach your audience. 

Think about it: Is the blanket of wool you have in your catalog intended for college students, mothers-to-be, or children? Does it make sense? You will get more attention from your customers if your product copy is clear.

Develop buyer personas. Determine the motivations and lifestyles of your target buyers.

2. Be specific about the benefits of your product

Perhaps you’ve heard the phrase “features sell but benefits tell”, or some variation thereof. This statement is full of wisdom.

The purpose of your product description is to explain why your customers need your product. It’s urgent.

These two differences are the main ones in a dog mat.

Description

This machine-washable mat is made of high-quality cotton and polyester. It is suitable for dogs between 40 and 90 pounds.

Description B

This durable and washable dog mat is sure to make your pup feel at home. This mat is perfect for dogs between 40-90 lbs.

Both Descriptions A & B refer to the same product features. However, Description B focuses more on its true value. Your dog will be more comfortable sleeping in your bed than in yours. You and your family will be safe thanks to the mat’s non-slip design.

You can ask questions like:

• Think about your customers and what their needs are. What does your product do to meet their needs?

• You can use your product in many different places.

• What product information should your buyer be aware of?

3. Use superlatives sparingly

Use clear and concise language when creating a copy. 

These words may not be persuasive or very intriguing. These opinions are simply that.

Strong, precise language is key to demonstrating why your product is so great. “

There is an exception to the rule. You should credit any sources that support your claims

Brand trust is the most important. Don’t let your personal biases or over-promising influence what you write.

4. Make sure your descriptions are consistent with the images

Product descriptions and product images should be paired together to create a vivid mental picture for customers. 

Let’s suppose you have photos showing a young lady wearing the wool blanket that you sell. A description of how the blanket is used at home to provide warmth in winter could be added.

Apple uses visualizations to showcase the benefits of its Apple Series 7 Smartwatch. They extol the virtues of the Smartwatch by displaying its most attractive features on full-screen photos.      

The main product description begins with the most important feature, a larger display. Copy is:

“Full screen ahead. “

“The largest and most advanced display that we have ever seen. “

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Get charged up to 33% quicker 

“Five new aluminum colors”

A larger display makes Apple Watch easier to use and more intuitive. This Series 7 is our most ambitious yet.

Apple is proud to show off its crisp, clear product images. Apple is proud of its crisp, clear product images.

5. Storytelling can be a great way to grab people’s attention      

Product descriptions should contain the most important information about the item. You can convince customers to buy the product by using storytelling. 

A product description should contain a protagonist, setting, and theme. Conflict and plot are the benefits and problems that your product solves.

This will enable you to write more engaging descriptions. Take this example of soap for your hands.

Our organic soap is soft and scrumptious. It smells just like a prairie.

What if it were a mini-story?

Organic Bergamot Rose Hand soap is a wonderful addition to any bathroom. This luxurious soap is safe for sensitive skin and small batches. It will make your house smell like a beautiful garden.

6. Your brand’s personality should appear

Building a strong brand takes time. Consistency is key to building a strong brand.

Your strategy to brand your online shop involves ensuring product descriptions reflect your brand’s unique voice.

Take Dollar Shave Club as an example. They are known for their sense of humor and ability to make jokes. It smells like sandalwood. The club stays true to its brand identity.

Clarity is the most important thing. Don’t dilute your message with Shakespearean language.

7. Social proof can help you build trust

Question – What are customer reviews and product ratings?

Answer: These are all tools for social proof and can be used to enhance your product pages.

Social proof is essential in a world where 94% of surveyed customers believe customer reviews are more important than price (according to PowerReviews), Here are some ways to include social proof in product descriptions:

• Add a testimonial to explain why people love your product. Tell Steve (a 43-year-old Arkansas man) how your arch support helped with his back pain.

• These are the reviews, awards, and ratings that your product has received.

• Customers can request a quote. The product’s proud owners will be able to testify to its uniqueness, effectiveness, and efficiency.

Shameless plug: Kobe Digital makes it easy to integrate customer reviews and UGC onto your website. It integrates with the most popular review platforms.

8. Customers can easily read product descriptions

We hope that buyers will read every word of our copy. With the rise of mobile commerce, however, many buyers only read a small portion of our content.

Use bullets. Use proper headings. Avoid bolding and italicizing. Make quick, easy-to-read statements.

Don’t limit yourself to just the top-of–the-fold content. 

Urban Outfitters and Fitbit are just some of the retailers that maximize their product pages. They sometimes use “endless scrolling”, which can make product pages look almost like a social media feed.

9. Use KPIs to measure and optimize your performance.

When you’re flexing your creative muscles, make sure to have clear goals. A system to measure your copywriting’s impact should be established.

Product descriptions can have an impact on many KPIs, including

• Total sales
• Average order size (AOV).
• Average sales value per item
• Product page conversion rate
• The return rate for customers
• Search engines rankings

Many factors can affect these KPIs. You can alter these KPIs by many factors.

Look at the most visited pages on your website to see where you can start. What are the return rate and customer feedback?

Identify the changes you would like to see in behavior and conversions. Next, create a plan for testing a new copy.

Create a memorable shopping experience

A product description is the best way to communicate the benefits of your item. Don’t rush. Give your descriptions the time and attention that they deserve to get the best results.