How to Effectively Write a Compelling Product Description for E-commerce Sites

Jake Rheude
product description for E-commerce Sites

One of the most common mistakes people make when writing product descriptions is settling with describing the product. What you do not know is that there is more to the product description for e-commerce sites than that.

Why Focus on Product Descriptions?

The copy or description of your products shouldn’t just be there to describe- they should also be there to persuade people to buy.

Think of your product descriptions as your store’s in-house, 24/7 salesperson. 

How you present will affect whether you’ll draw customers with your goods or turn them off. 

Which brings us to the question- how do you make compelling product descriptions that stand out?

Fortunately, you’ve come to the right place. In this post, we’ll walk you through a couple of tips and strategies on how you can make compelling product descriptions:

How To Write Product Description For E-commerce Sites That Sell:

1. Focus on your ideal buyer

When writing product descriptions with a broad audience in mind, your description might end up with no one at all. 

Well-written product descriptions incorporate your target keyword, as it impacts your e-commerce SEO efforts. But more than that, it addresses your target audience directly and personally.

The way you ask or answer questions is as if you’re having a conversation with them. Hence, pick words that your target audience uses. 

You might also think about what your ideal buyer is like. What words do they use, and which ones do they hate? What kind of humor do they appreciate?

If you’re selling in-store products, consider how you speak to your ideal buyers. You may also try to integrate the language that they use in your e-commerce site so that you’ll have a conversation that resonates with them deeply. 

2. Entice with benefits

Here’s the thing- most of the buyers aren’t interested in mundane specs and features. 

Most of them want to know what’s in for them- what benefits they can get from it, or will it address their most significant pain points. That’s why you must highlight the benefits of every feature. 

How will your product make your customer feel happier, healthier, and more productive? It’s also vital that you’re not just selling the product but the experience in itself. 

It’s also essential that you’re honest and transparent with the product that you’re selling. 

3. Tell the full story

Excellent product descriptions are relevant, compelling, and packed with an emotional punch.

Emotions tend to influence the buyer’s behavior, and your product descriptions are a great medium to elicit those emotions.

To accomplish this, you need to fill out the gap that the buyer has with your products. 

When telling a story in your product descriptions, it helps that you ask the following questions:

  • Who made the product initially?
  • What inspired them to make this?
  • What’s the product journey?
  • How will the product look like in the day to day life of a buyer?

Setting up a scene like this makes it easier for the buyer to envision using your products that way features or specs couldn’t do. 

4. Mind your tone

Your brand voice is also essential when it comes to communicating with your audience. 

It all boils down to how you talk readers with your product descriptions. If you ignore this, then chances are, your descriptions will either be too mundane or inappropriate with your audience. 

Your tone may either be casual, witty, or formal, depending on your audience. 

5. Use power words that sell

Particular words elicit a strong emotional response to your audience. 

By being mindful of the words you use, your customers will be more comfortable taking the leap and purchasing. 

Writing down product descriptions helps you search for words or adjectives that require a bit of dressing up. 

When you use powerful words in your product descriptions, you can convince buyers that your products are worth their purchase.

6. Tempt with social proof

When users are quite unsure about which items they want to buy, they look up suggestions from others. Usually, they’re often swayed by an item that has the highest ratings and product reviews

Placing an image of a person also helps add credibility. It makes your brand much more personal and approachable. This encourages your customers to get answers to their queries. 

A lot of prospective buyers are also more interested in buying something more popular. So, it helps that you highlight your customers’ favorites in your e-commerce site as well. 

7. Make your description scannable

Create product descriptions that are scannable. That way, it will be easier to browse through.

Doing so also allows you to emphasize the appealing features of your products.

Here are some key points that you can focus on:

  • Entice web visitors with compelling headlines. 
  • Put plenty of white space.
  • Utilize bullet points that are easy to scan
  • Enlarge your font size to improve readability. 

8. Provide all the details

See to it that your customers have all the information they need before making a purchase.

For instance, in dropshipping apparel, you have size charts and care information. This is to help your customers before and even after their purchase.

If you sell jewelry, make sure that you include “nickel-free” information because other people may have allergies to it. 

9. Use good images

Even if you created great product descriptions, you still need to have quality images that go along with it. 

That’s because most of your customers think product images are essential than the description itself and the reviews. 

High-quality photos will showcase all your products’ key features. It’s also more comfortable for the customer to imagine how the product will fit into their lives. 

10. Optimize your product descriptions

You can utilize a tool like On-Page SEO Checker to help optimize product descriptions.

Ideally, it would help if you used keywords that are relevant to your product. Let’s say you’re selling make-up brushes. Then you have to be specific- like a ‘mermaid make-up brush.’

Over to You

It’s important to know that writing product descriptions require creativity and a couple of testing.

The key here is to write for people first, search engines next. And talk about the benefits that your product can bring and how it can solve your customers’ problems.

Still, it doesn’t hurt that you test out your product description template to enhance your format. 

Creating the best product descriptions takes some trial and error. However, with time and experience, you’ll be able to craft compelling product descriptions that sell.

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