6 Key Tricks to Write Nice Product Descriptions (With Examples)
In case you personal an e-commerce web site, your product descriptions are a low-hanging fruit that can assist you make extra gross sales.
An excellent product description tells a narrative—the story of who your product is for and how your product will help them get what they need.
As a result of in relation to gross sales, it’s not about what your product does. It’s about how your product helps your prospects obtain the life they think about of their heads.
However what does that imply? And the way do you get extra individuals to click on “Purchase now” after studying your product descriptions? Let’s set the scene with just a few nice examples.
One in every of my favourite examples of a stellar product description is Thursday Boot Co.’s President Lace-Up Boot. Let’s take a look:
There are just a few key issues right here that make this description so good:
- It is aware of its viewers: Males who desire a boot that appears good, stands as much as laborious use, and doesn’t require fixed cleansing and caring.
- It makes you part of its story and mission: making the highest-quality boots which might be priced pretty and ethically.
- It highlights the standard of the supplies—Kevlar laces and USA-grown tier 1 cattle hides.
Right here’s one other product description instance from Solo Range’s smokeless fire pit:
Similar to Thursday Boot Co., Solo Range does a fantastic job of figuring out its viewers. Anybody who’s sat round a hearth is aware of what teary eyes and smelly garments really feel like.
Discover how its precise “product description” is simply two quick sentences. It cuts straight to what the product is with zero fluff above the fold, then goes into explaining the options in additional element beneath the product photographs and specs.
Solo Range additionally does a fantastic job of utilizing video to boost its product descriptions.
Lastly, let’s take a look at one in every of my favourite merchandise of all time: chocolate.
Endangered Species Chocolate is my favourite chocolate model. The chocolate is decadent, scrumptious, and, better of all, the model provides 10% of its revenue to assist save endangered species.
Why am I telling you this? Apart from eager to persuade you to enlighten your palate, I’m hoping you’ll see these are all factors that assist the model write scrumptious product descriptions that convert.
It makes use of its descriptions to explain the expertise you should have if you purchase one of many bars. This lets you think about the style in your mouth. And should you can think about it, you’re one step nearer to creating that have a actuality and clicking the “purchase” button.
That is the facility of utilizing phrases to assist your prospects visualize themselves proudly owning, utilizing, or consuming your product. If they will see it of their minds, they’re much extra more likely to purchase.
By finding out different manufacturers’ copywriting, you may enhance your personal.
Prepared to start out writing? Listed below are six suggestions for crafting the perfect product descriptions doable:
1. Above all else, know your viewers
Convincing somebody to purchase one thing with out understanding their wants, needs, and needs is troublesome, to say the least. If you need your descriptions to be as efficient as doable, it is advisable know your viewers effectively.
Particularly, it is advisable know the solutions to the next questions:
- What are the traits of the goal phase or of a really perfect buyer? (Age, gender, pursuits, persona, life state of affairs, and so on.).
- What ache level does my product assist them resolve? What life-style does it assist them reside?
If we take a look at the three examples I gave above, we will reply these questions.
President Lace-Up Boot:
- Male, doubtless aged 25–45, cares about his look but additionally wants a boot that may perform, maintain up, and look good.
- It helps the wearer have sensible footwear that appears good, feels good, and doesn’t break the financial institution.
Solo Range:
- A number of age ranges and genders, however doubtless a family-oriented particular person aged 30–45 or probably somebody who enjoys internet hosting events. I’d create multiple purchaser persona on this case.
- It helps them host great gatherings round a smokeless, stunning fireplace.
Endangered Species Chocolate:
- Doubtless somebody a bit older (30+) with more cash to spend on indulgences and who cares concerning the planet in addition to nice chocolate.
- It helps them get pleasure from a scrumptious deal with and take a second for themselves.
Discover that I didn’t say, “Provides them a very good shoe to put on” or “Provides them a pit to make a hearth.” There’s extra to it than that—it’s concerning the final desired final result: Having the right fireplace to make the right celebration or the right boot to look good and really feel good with out breaking the financial institution.
In case you can determine precisely what your viewers needs and wishes, then you may paint an image together with your phrases that may promote your product for you.
In case you don’t know the solutions to those questions, it’s time to do some market analysis. Learn boards, ask questions, and all the time attempt to get genuine buyer suggestions. Even contemplate sending an electronic mail asking for individuals’s suggestions and attempt to get them to allow you to hop on a cellphone or video name. This perception is invaluable and will be value giving free merchandise or reductions to get.
2. Inform a story
Good copywriting will get the reader invested. You need them to really feel like they’re part of your story or mission.
Within the phrases of world-renowned copywriter David Ogilvy, “The worst fault a salesman can commit is to be a bore.” Folks need to be entertained and fascinated, and your descriptions aren’t any exception.
Clearly, that is simpler executed with some merchandise than others. It’s fairly troublesome to inform an fascinating story about one thing so simple as a normal cellphone charging cable or a roll of paper towels. However that doesn’t imply it could’t be executed.
One in every of my favourite methods a model has executed that is Squatty Potty and its slogan “Unkink Your Colon”:
It combines humor with storytelling to make a particularly compelling product description. And it retains it going throughout its product web page.
The “story” is, as a species, we’ve advanced to poop whereas squatting, not sitting. The squatty potty lets you do what people have been designed to do within the unnatural atmosphere we name a rest room.
Not all merchandise lend themselves so effectively to one of these humorous storytelling. But when you could find an fascinating angle in your merchandise, it could provide help to create a promoting level.
3. Write with search engine optimization in thoughts
In case you care about getting free, recurring prospects, it’s best to care about SEO (search engine optimization). Meaning optimizing your product pages to allow them to rank for key phrases individuals search on Google and different engines like google.
Optimizing your product descriptions begins with figuring out what key phrase you need your web page to rank for—which implies it is advisable do some key phrase analysis.
The best means to try this is to seek for your product on Ahrefs’ Key phrases Explorer, take a look at the Associated phrases report, and go away it on the default view. It exhibits you key phrases that pages rating on the high 10 positions for the key phrase on the enter additionally rank for.
For instance, let’s say I need to promote a purple bikini. It brings again 38 associated key phrases:
The key phrase “purple bikini” is looked for ~3,000 occasions per thirty days. However there are different key phrases like “purple bathing fits,” “purple bikini set,” and so on., which might be additionally looked for.
On this case, the key phrase I typed in occurred to be the perfect goal key phrase for the web page. However that gained’t all the time be the case. Had we typed “lavender bikini,” we’d have discovered that “purple bikini” can be a greater key phrase to focus on on account of its greater visitors potential.
These associated phrases will help you additional optimize your product web page for the principle goal key phrase.
For instance, we will speak about “purple swimsuit” and “purple bikini set” in our product description to extend our web page’s relevancy for the key phrase “purple bikini” and assist our probabilities of rating on Google.
You need to use these key phrases in your web page headers, the outline itself, picture alt textual content, and extra. Simply add them wherever it feels pure and is smart with out making an attempt to power them in too many occasions. Consider it as a means of various your phrase selections (which is one in every of my tricks to change into a greater author, by the means).
That is a part of the deeper strategy of on-page search engine optimization—one thing each e-commerce enterprise proprietor ought to study.
4. Use advertisements to check copy
Sufficient about search engine optimization. Let’s speak about pay-per-click (PPC) advertisements and use them to enhance your product copy.
In case you’re already operating search advertisements, then use excerpts from the profitable advert copies in your product descriptions. You’ve already bought the info that they work.
In case you’re not operating advertisements, you may nonetheless spy on opponents’ advertisements to see what sort of copy is working for them. Simply Google your product…
… and pay attention to any frequent tendencies among the many advertisements. On this instance, the phrase “Designer” stands proud to me. If I attempt different key phrases, I can see that’s a typical pattern:
This tells me utilizing phrases like “Designer” and promoting combo pricing could also be a very good factor to incorporate in your product descriptions.
To make this even higher and quicker, you may spy in your opponents’ advertisements with the Advertisements report inside Ahrefs’ Web site Explorer.
It will allow you to see their advert copies throughout all of their advertisements, and you may examine a number of opponents to see the tendencies and overlaps of what makes them profitable. It is because advertisements that drive probably the most visitors and value probably the most are more likely to be optimized and examined, so you may steal what’s already been discovered to transform.
5. Make it look good
Your product web page doesn’t want to only sound good—it must look good too.
This encompasses loads of issues:
- Utilizing higher phrases to explain your merchandise
- Formatting your description in a means that’s simple to scan
- Breaking apart giant paragraphs and reducing fluff
- Utilizing high-quality images and movies
- Breaking apart the web page visually
The model examples I gave initially of this text do that very well. They don’t simply have some product images with an outline and a “purchase” button—their complete product web page is a touchdown web page created to transform the customer.
They break up the web page into sections utilizing a mixture of stunning product images with transient descriptions, video overviews, and close-ups that designate the minute particulars. In case you don’t know construction your web site like this your self and might’t discover a template you want, it might be value hiring an internet designer to construct it for you.
Past the construction of the web page, you also needs to concentrate on bettering the phrases you employ to explain your merchandise. As an alternative of simply saying it’s “sturdy” or “top quality,” take a extra poetic and attractive strategy.
Jacob McMillen shares a fantastic tip in his guide to copywriting that’s helpful right here—use bulleted lists that describe a function of the product, then comply with that up with the additional benefit whereas using energy phrases.
For instance:
- Enzyme washed for added softness
- Dye course of creates variations of coloration, making every tee actually distinctive
- Tees pre-shrunk, so they may match the identical perpetually
Phrases comparable to “distinctive” or “perpetually” are energy phrases. Take a look at this list of power words for extra concepts to range your wording and maintain it fascinating.
6. Lower the fluff
Hopefully at this level, you’ve meticulously brooded over each phrase of your descriptions. You’ve formatted them with considerate use of bulleted lists, sections, and media.
However there’s another factor it is advisable do to shine your description: Ruthlessly lower the fluff.
While you’re executed writing, sleep on it first, then learn your product descriptions out loud the following day. By studying them out loud, it will likely be painfully apparent the place you’ve added pointless, further wording or which sentences sound unusual.
Some massive culprits embody the overuse of the phrase “that,” writing in passive voice as a substitute of energetic voice, and utilizing weak verbs as a substitute of stronger, extra expressive ones.
Let’s take an instance. Right here’s a product description:
Our beautiful, fluffy down pillow is made by hand in a manufacturing facility in Indiana by individuals who put loads of care into each sew. This pillow is certain to do away with your insomnia and provide help to sleep like a child.
Good, however let’s lower the fluff and see what we will enhance:
Our luxurious down pillows are hand-crafted with love in each sew. Sewn proper right here in Indiana, these pillows will make your insomnia a factor of the previous. Sleep like a child once more.
See how the second is extra direct and makes use of stronger verbs with fewer phrases? That’s what you’re aiming for. Robust, expressive, and concise.
Remaining ideas
As digital entrepreneurs, our web site is our 24/7 gross sales machine. Each second we put into bettering it’s a second invested in an automatic cash machine.
Studying excellent your product descriptions—and your product pages—is among the methods you will get a much bigger ROI from your corporation.
Able to study extra? Take a look at these different guides:
