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5 easy steps to writing product descriptions that convert

Congratulations! You’ve got visitors to your e-store. And now all that’s left is to get them to buy from you. Simple, right? Well, not exactly. In fact, getting people to browse is one thing. But making a sale is a whole different e-ball game. In fact, most successful e-commerce stores only see 8% of their browsers add items to the shopping cart. And only 2.5% of them will buy.

That’s why product descriptions that sell play such a pivotal role in the online sales process. Because, not only are they the voice of your brand. But they’re also your online pitch where you get to show your visitors:

  • How well you know their needs
  • How your product solves their problems
  • Why your products enriches their lives

All of which can make or break whether your online visitor bounces or indeed buys from you.

So on that note, here’s 5 easy ways to write product descriptions that sell.

Focus on your ideal buyer

find your ideal customers to sell to

Think about the kind of person that’s going to buy from you. And how you can adopt user empathy to connect with them as they take their online journey.

Be direct, personal and conversational with your peeps. Try writing down how they’d answer these questions:

  • why do they need this?
  • what tone of voice would resonate with them?
  • what problem does this solve in their life?
  • what do they see when they look at this product?
  • how does it make them feel?

Write from me to you

Remember that you’re speaking to an actual person. So always refer to your online visitors as you. After all, online shoppers have feelings too.

All in all, always remember to be clear, concise and specific with your product descriptions. That way your visitors will be confident about what they can expect from you.

Sell the benefits not the features

When you’re passionate about what you sell, it might be tempting to get excited about the features of your products. But it’s the benefits that people care about. Because solve the customer’s problems. Plus, they build value into what you sell. That’s why it’s important to highlight at least one benefit for every feature.

For example, if you’re an environmentally conscience shopper looking to buy a kid’s toy, your features and benefits could go something like this:

Feature: “The toy bunny is made some biodegradable materials” 

Feature with benefit: “The toy bunny is made some biodegradable materials which means it’s eco-friendly and won’t contribute to plastic wastage.”

Takeaway tip: practice writing features and benefits for your products and pick out the ones you feel work the best. And remember sell the value the product brings. Not the product itself.

Use your imagination

Write product descriptions that sell It’s sales 101 that if you get a product in a potential customer’s hand, they’re more likely to buy from you. But with online customers, there isn’t the same luxury. So you have to appeal to their imagination.

A simple yet effective place to start, is by opening your product description copy with “imagine” and finishing on how this purchase will make them feel.

Going back to the online store that sells toy bunny, your product description might say:

“Imagine putting a smile on your kids face, without scooping 70 poops up off the floor every day? No vet bills, no stress, no 10-year commitment. Just a fluffy friend for your little one. That they can hug day and night”   

Take away: Empathise with your customers by putting yourself in their shoes. Use sensory words that focus on how people feel when they touch, try on and see your products. That way people can start to connect with how your products will improve their lives.

Make your copy easy to scan

People don’t read as much as they used to. Instead, they scan. So, to write your product descriptions that sell, stick to a format like this:

  • Headline
  • One or two sentences describing the product using features and benefits.
  • Bullet points

Take away: make white space your friend. It gives your text room to breathe. And avoids your copy becoming overwhelming on the screen.

Keep your copy Google-friendly

SEO friendly product descriptions

If you want people to find you via Google, then it’s important to include the keywords they’re likely to use to find you. I.e. “toy bunny”. Consider including your keyword phrase in your:

– headline

– body copy

– image description aka “alt tag”

That way Google can find your products with ease. But always remember… write for your reader first, then optimise for search engines. After all, you’re selling to people not robots.

So there you have it, 5 easy ways to write product descriptions that sell.

Now over to you, what tricks do you use to get your browsers to buy from you? How do you take you take care of your online customers when they browse your website? I’d love to hear from you.



22 thoughts on “How to write product descriptions that sell”

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