Imagine you’re shopping for a phone on Amazon; what’s the first thing you look at when you open a product? The product description! Why? Because it has all the vital information you need before making a purchasing decision. 

Entrepreneurs, marketers, and copywriters all make the same mistakes while writing product descriptions. What’s that? All of them end up writing a description of what the product has to offer. 

Now you’re wondering, “but isn’t that what a product description is?” Well, yes! But a perfect product description needs to be more than that. A well-thought-out product description can elevate your sales conversion rates. 

Your product description shouldn’t just be blocks of text for Google’s algorithm. While you do have to rank your product on search engines, it shouldn’t be your primary goal. 

Let’s go over some of the best ways to write product descriptions that help you convert visitors into customers. 

How to Write Effective Product Descriptions That Sell?

1. Focus on your ideal buyer

You don’t have to target everyone under the sun. When you write product descriptions, keep your ideal buyer in mind. Focus on what they want to read, the primary and the secondary things they wish to see on the product.

The best product description is all about showcasing your product’s specialties to your target audience. The best product descriptions address your customers directly. Your aim should be to have a conversation with them. 

The days of writing plain product descriptions are long over. Consider how you would tell about your product if the customer was right in front of you. If you want to add slight humor in the text, that does wonders!

1. Highlight benefits

You know what your product does best, what the specs are, and what the features are. While writing product descriptions, you’d think highlighting all this would be fine, but it’s not.

You’re the one selling; you like the specs and features, but the customers don’t care about that. 

You need to show customers what the product does for them. A customer wants to know what the product does for them, how it will solve their pain points, and more. 

This is why you need to highlight the benefits of the product you’re selling. Even if you’re selling a smartphone, showcase the specs as benefits.

Don’t write - 8GB RAM. Write 8 GB RAM that helps you multi-task all day long without any lag.

Consider the benefits of each feature of your product and incorporate that into your product description. Focus on the problems that your product solves. Highlight how your product will make customers feel (happier, healthier), or write how it’s going to impact their lives (more productivity, less hassle). 

Writing the ideal product description is about selling an experience, not just a product. 

1. Avoid useless phrases

A lot of copywriters or description writers add useless phrases in the product description that serve no actual value. This is done to increase the word count. Some common useless phrases include:

• Excellent product quality
• Long-lasting

No one will ever say that their product is not of good quality and it won’t last long. So, what’s the purpose of adding obvious information? Nothing!

Your product description automatically loses its allure when your target audience reads it, and their mind goes, “yeah, ofcourse.” 

To prevent this from happening, you need to be as specific as possible. Don’t just describe the quality; describe the technical detail of the product and the benefit it serves (see the tip as mentioned earlier).

The right product detail makes your product more credible and helps you increase sales conversion. Don’t stuff too many technical details in your product descriptions; always be specific about what you want to show. 

1. Use superlatives with justification

Using superlatives isn’t a bad thing. But using them without any proof or justification is. You need to show why your product is the BEST, the STURDIEST, or the MOST ADVANCED.

The best example of using justified superlatives in a product description can be Amazon’s description for Kindle Paperwhite. 

Amazon’s use of the word patented gives the reader that their tech has something unique that needs to be patented. Amazon also uses a series of percentages to show how their product is superior to other devices out there. 

If your product is the best at one particular thing, then highlight that feature with proof. If you’re using superlatives without any proof or justification, you may want to change your product description.

1. Leverage your audience’s imagination

As your customers can’t hold the product in their hands, you have to leverage the power of imagination. 

As you’re selling online, your web visitors won’t be able to hold your product. You need to use big, clear pictures and videos to show how your product looks. 

If you can create a compelling narrative around your product that burns the desire to hold or own the product, it’s the cherry on the cake. 

To build a narrative around your product, start by writing with the word “imagine.” Make sure to end the paragraph with how your customers will feel after using your product.

1. Entice with sensory words

Sensory words are known to increase sales conversion. The reason customers engage with these words more is that they require brain processing power. 

Finding the right type of sensory words can be tricky as each product has different physical features you want to highlight. But sensory adjectives are powerful words as they make your readers experience your products while they read the descriptions. 

1. Consumers love social proof

You can increase the sales conversion rate with social proof. If you have a wide product library and your customers are still deciding which one to buy, you can help them out. 

You can offer customized suggestions on what customers should buy. If one of your products has a huge number of positive reviews, you can recommend that one to your visitors.

There are other ways you can inject social proof into your product descriptions. This includes adding a picture of a consumer to increase credibility. It makes an online company feel more personal and encourages customers to reach out when they have a problem. 

Individuals want to buy something popular. So, when you’re selling something, promote the product that everyone loves and use a lot of social proof. 

1. Make description easy to read

Your website’s design should be easy to follow, and it should encourage users to stop and read the description. 

Place your product descriptions in a place on your website where they are clear and easy to read. This makes your descriptions more appealing to customers. 

Some things you should focus on while designing your product descriptions include:

• Use headlines to lure visitors
• Use bullet points to get your point across
• Perfect balance between white space and text
• Increase font size to promote readability

Summing Up

Writing a compelling product description will help you boost your sales conversion rate. Don’t just talk about your product. Tell a story about your business, explain all the benefits to customers, and delight visitors with enticing headlines. 

Above all things, don’t let your product descriptions be generic and boring. No one wants to buy a product that doesn’t have any passion.

FAQs

1. What's a product page description?

A product page description is marketing text that explains a product in detail. It covers features, benefits, and important information like size and shape, helping shoppers understand the product.

1. How long should a product description be?

There's no set length for a product description. It should be informative yet easy to read. Balancing information and readability is key.

1. Do product descriptions help with SEO?

Yes, product descriptions boost SEO. Using relevant keywords helps your page rank higher, but don't overuse them. Focus on readability and useful information.

1. What's most important in product descriptions?

Highlighting product benefits, creating an emotional connection with the consumer, and using persuasive language is crucial. Always put the consumer first for a great product description.