Nowadays, it can be difficult for businesses to get by without having an online store or, at the very least, a website.
This means that written product descriptions are becoming an even more critical component in marketing strategies.
Describing a product on your website can make or break a customer’s decision. Each product description reflects your business and may play a formative role in determining a customer’s perception of your professionalism.
There is an art to writing a great product description, and it often involves creating a delicate balance between different elements.
These are our top tips for writing product descriptions that sell:
Perfect Length
Your product description has to be long enough to give the reader all the information they might need, but rambling product descriptions can seriously undermine your chances of a sale.
The last thing you want is for a customer to get bored while they are considering your product. Long-winded product descriptions can also create the impression that you do not know your own business well enough to sum it up concisely.
Engaging And Informative
You should put a little bit of personality into your product descriptions. Whether it is funny, quirky, dramatic or emotive, your writing needs to be reflective of your brand. However, you need to make sure that this is balanced with detailed information.
Customers become frustrated if they are unable to find the information they need, which may well lead them to one of your competitors.
Avoid Superlatives
Superlatives are those words that indicate the highest possible degree of something (greatest, biggest, finest etc.). Regarding product descriptions, superlatives can sound insincere unless you have concrete facts to back them up.
Use Keywords
You need to ensure that you are constantly using keywords in your product descriptions to improve the visibility of your products to search engines. Take some time to consider alternative keywords and weave them into your copy (if it can be made to sound natural).
Alternative keywords are terms that people may substitute for your keywords when searching online, for example, handmade and handcrafted.
