Wednesday, June 29th, 2022

How to write quality product descriptions to grow your online sales

Let’s have a look at what else you should keep in mind now that you have a better understanding of the process.

1. Write for your target audience.

You will appeal to no one if you write your copy for a broad audience. There is no such thing as a one-size-fits-all solution. However, if you’ve done your homework, you’ll have built personas that define the many types of clients you serve. You’ll be aware of their way of life and their financial situation. You’ll know what matters to them and how they prefer to get information. Then you may tell them in their “language” just how your product will benefit them.

The product description below, for example, is most likely geared at a married couple, maybe with children, rather than, say, a student or a businessman. The pair has the financial means to purchase the chair, and they value quality and the environment. The copy is ideal since it makes them want to picture themselves or their children reading a book on it on a quiet Sunday afternoon.

2. Write a detailed product description rather than a generic one.

Words like “best” and “cutting edge” aren’t very helpful in explaining what you’re selling. And you’re not simply selling a product; you’re selling a solution, a feeling, and/or a way of life. The first step, as we’ve already established, is to engage their emotions. Then they’ll be ready for some specific details on the product’s features, which will be suited to your target demographic.

In this case, the scenario is formed in the first few paragraphs, causing the reader (who is most likely a professional with a middle/upper income) to see the beautiful inviting atmosphere they could create with this product when hosting a party. This is followed by extra product information to assist the consumer in making an informed decision.

3. Concentrate on the customer’s advantages.

You could be tempted to start with technical features and specifications while trying to market your items. After all, they are the criteria you use to select your suppliers. However, the buyer is purchasing for a variety of reasons. They want to know how having that thing will make their lives better.

Both characteristics and benefits should be included in a solid product description. The benefits, for example, are weaved into the features of this copy, which include cleaned air, less EMF pollution, and reduced allergy, asthma, and headache symptoms.

4. Use stories to create an emotional connection.

Remember that your initial goal is to win over your readers’ hearts. You can accomplish this by delivering heartwarming stories about your company/brand or a specific product. People are also more likely to purchase from you if they believe your beliefs are similar to their own.

Son of a Sailor, for example, has an entire section dedicated to telling anecdotes about their staff, which establishes a friendly relationship with their viewers. They also acknowledge the squad on their product pages, such as this one, which mentions Billy’s Navy days.

You can also communicate with your consumers in their own language. Take note of the phrases and tone used by your consumers in emails to you and in online customer evaluations. Then, in your product descriptions and all conversations with them, use the same tone.

The phrasing in this example makes the buyer feel as if they are conversing with a friend: “A heel you can walk in.” All. Damn. Day…”

5. Use social proof to increase trust.

It’s not enough for you to extol the virtues of your own product. Customers have little reason to believe you until you have a long-term relationship with them. When other people rave about your goods, it gives you a lot more credibility.

You can utilise a variety of various types of social proof on your product pages to back up your claims, such as:

  • Quantity of things sold
  • Endorsements from celebrities or experts
  • Certifications
  • Case studies are used to illustrate a point.
  • Reviews and ratings
  • Quotes and testimonials

Publications, such as print or online periodicals, in which your product or brand has been highlighted

snippets from social media

Your goal is to show that people who are similar to them, or who have comparable experience, use, like, and promote this product, which increases customer confidence and motivates them to buy it.

6. Demonstrate how unique your product is.

If your product has a unique feature that helps it stand out from the crowd, make full use of it in your product description. Characteristics such as these serve as excellent examples:


Someone well-known uses it or was engaged in its creation.

  • It’s made by hand.
  • It’s good for the environment.
  • It’s been put to the test in more ways than one.
  • It contributes to the betterment of society.

7. Evaluate how effective your product descriptions are.

Writing strong product descriptions that convert takes time and work, so you’ll want to see proof that it’s worth it. Monitoring some critical KPIs over time will provide you with useful information.

Make an extra effort

While a captivating product description is critical, it isn’t the only factor to consider if you want to increase sales. You should also:

High-quality graphics in the form of photographs and/or video can help you sell your product.

Optimize your product photos to avoid slowing down your site; otherwise, your visitor may lose patience and leave.

Using keywords, optimise your product descriptions so that they appear in search engines, enticing new buyers. However, don’t go overboard with the keywords. A decent rule of thumb is to include your keyword in the page URL, page title, H1 header, and alt image tag once each, as well as a number of times in the body material.

Source: product rule

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