Are you feeling lost or even limited when writing product descriptions? Compelling, informative, and unique product descriptions can help your e-commerce business increase sales. The best product descriptions create an immediate impression. With just a few sentences a good product description can tell a story, appeal to the imagination, and get people excited about a product they have never touched. Spending a lot of time and effort writing compelling product descriptions might seem like wasted time to some business owners who are busy doing important things like running a business, but ultimately product descriptions are what sell your products. Leaving this out of the plan is a huge missed opportunity.

WRITE DESCRIPTIVE KEYWORD-RICH PRODUCT TITLES

Before a consumer reads a product’s description, they see the product title and product name. This is a great opportunity to “seduce” the consumer into reading further. Let’s be honest though, product names are not always seductive on their own so sometimes it’s necessary to add a little jazz to them. A good product title is descriptive, but not too wordy and contains the product name, brand, and brief description.

FAMILIARIZE YOURSELF WITH YOUR TARGET AUDIENCE

Amazingly, most businesses ignore their target audience when writing their product descriptions. However, the site visitor is the key to how copy is shaped, the tone it takes and which angle is used to communicate the benefits. Spend some time researching who uses and purchases the product to establish the tone and style of your audience and create a unique voice for your product.

WRITE AN ENGAGING PRODUCT DESCRIPTION

Think outside the box when writing your product descriptions. It is too easy to say “Blue Cotton Shirt. Perfect for summer” and just hit enter. Create a scene for your customer. The perfect formula for writing a product description should be a paragraph of prose + bulleted list of specs or features. That might sound like it will take a long time and you’re right, it will but it will be worth it. Here is an example of two similar products with different product descriptions:

 

Adding a paragraph to the product description can appeal to the customers’ imagination. A customer who imagines using your product is more likely to make a purchase.Brick and mortar stores provide customers the opportunity to touch, feel, and inspect an item. As an e-commerce business owner, you have to create the same experience through text. By writing an engaging product description you will increase sales, but also create a sense of security about purchasing a product online rather than in the store.