There’s more to powerful product descriptions than just listing out an item’s characteristics or strong sides. You can do a lot with the text to make it useful, interesting, persuasive, and encouraging someone to make a purchase.
Undoubtedly, there’s more to creating effective product descriptions than simply having great writing skills. You’re more than likely to encounter the necessity in handling the website’s technical side as well. Thus, you might need to ask developers to help you, opt for Magento consulting, or some other IT assistance.
In any case, in this guide, we’ll share the principal components from which great and selling product descriptions are made of. Plus, we will show you examples of them from the sites of renowned brands.
1. Does the Wording Connect to Your Audience?
Finding the right words that could “speak” to your target audience in “the same language” may be quite difficult. Yet the main tricks lie in several things:
- make sure to have your texts addressed to one person using “You”;
- when deciding on wording, pretend that you’re speaking to a client who’s right before you and jot down what would you tell them when describing the product;
- bring up those things that they care about (don’t merely list the product’s strong points);
- don’t hesitate to use question asking in your texts.
The mentioned above tips are mostly needed for relating to those who’re reading the description. Tactics that apply humorous phrasing and wordplay are also common. In an ideal case scenario, the description should grab attention, provide all the needed information, and be crafted using those words that could in some way resonate with your potential buyers.
Let’s take a look at the description of the Mary Kay Perfecting Concealer that’s given on the official Mary Kay website. While the first short description is basically a thesis that summarizes the product’s major advantages, the description section that’s located a bit lower on the page uses numerous approaches. That said, the description includes: “Look like you’ve got nothing to hide!”, “a quick-dry finish every girl on the go will love”, or “so you can be at your beautiful best every day”.
2. What Makes up Your Value Point?
The second matter of no less importance is stating the distinctive strong features of the product that is on sale. What makes this item or service so special that the customer can make use of it if buying it?
That said, highlighting the beneficial sides of the product is key. After all, this is one of the reasons why the person should consider purchasing it in the first place. Thus, at best, if your product can solve a customer’s problem, help them in some way, or deserves their attention because of something that makes the item stand out from the crowd of its analogs, this information must be given. For instance, you can point out:
- why this product is good for health,
- some of its unique formulas, technology, or materials,
- state that it’s a time-saver or a problem-solver,
- that it’s easy to apply or use,
- that it was developed keeping in mind nature and ecology,
- why they’ll love it.
To illustrate that on an example, this is the description of the Nike Air Zoom Pegasus 37 shoes on the official Nike website. Although the text is rather short, it brings to attention all the strong suits. I.e., it gives an explanation of why the customer will enjoy the product straight away “Delivering the same feel and fit that runners love” and states benefits “forefoot cushioning unit and foam for maximum responsiveness”.
3. What is the Length of Your Description?
To be fair, there’s no single formula that regards how short or long it’s advised to have a product description. For instance, even the two previous examples that we’ve looked through vary in their size.
The crux of the matter is the product itself. If there are many things that you can and should tell about it (say, since there are usually many questions that arise on its behalf), then write as much as you need, give FAQs, provide information on usage, on materials or ingredients, etc. Similarly, if there isn’t much you can share on the product, then don’t attempt to do space-filling, this won’t bring much value to your buyers. Remember, even a short description can be enough to give your customers the right amount of information on the product.
Below is an example of the product page of the Vital Skin-Strengthening Hyaluronic Acid Super Serum on the official Kiehl’s website. We can see a simple two-line extract at the top of the page, followed by more than five sections that are dedicated to the product: what it is, what it’s good for, the main ingredients it has, how to apply it, answers to often asked questions, and even a fun facts block and a block with other products that can complete the routine.
4. Have You Placed All the Info Conveniently?
The layout of the data that you give must be selected sensibly too. For starters, you can try to divide the information into tabs or blocks based on their nature. As such, product details and shipping information are generally placed separately from the description text.
This is needed to provide your reader with fast navigation and to allow them to find what they need very quickly. Note that squeezing everything in one place won’t be convenient. What is more, mind that all the information on your product page will look differently on mobile devices, therefore, take a minute or two to check that your texts are mobile-friendly and optimized in terms of font size and readability.
Here’s the official Armani website page of the Full-grain Calfskin Briefcase. As you can see, the key information is broken down into blocks that are separated by hardly visible yet present grey lines. The description is shown in its full volume whereas the “Details”, “Shopping & Returns”, and “Share” elements unfold via “+”.
5. Is Your Description SEO-Tweaked?
Helping search engines and your customers to find you is one more thing not to lose sight of. This can be done by adding a bit of search engine optimization to your texts. You have to know your keywords and which specific word combinations people use when searching for items like the ones that you sell (inputting the exact product name doesn’t count here).
Hence, bear in mind the following SEO points when working on your product descriptions and product pages:
- keyword usage,
- Alt texts on pictures,
- formatting with bullet-pointed lists.
This is a product page of the Tamiami Dress on the official Columbia Sportswear website. We can see that besides the product name, the title also has a keyword “Women’s PFG dress”. PFG dresses are created for cooling the body temperature, thus, we can see this keyword used in the description. Plus, the features are listed in bullet points.
6. Can Users Believe You? Use Customer Feedback
Showing the reviews of customers who have bought the product is a mighty tactic. Social proof is an influencer, thus, if you claim that the item is nice in your description and at the same time display the comments and ratings of its proud owners, you can for sure strengthen the message you’re trying to give your readers.
Thereby, this is the Carmen Shopper bag product page on the official Fossil website. Right under the title, there’s a star rating and reviews link that can direct to the section of the page with client feedback. The “Review Snapshot” collects the average rating that is based on the reviews of the users, importantly, besides the comments, there is information about the users too. Furthermore, the “What do you want to know about this product?” section is useful and engaging too.
7. What Else Can Back Up Your Description? Visuals
Speaking of other ways to enhance your product descriptions, pay the needed attention to the quality of your images. Let’s face it, it’s better to see something once than to read a lot about it, this especially regards the sphere of eCommerce. Therefore, having your description text and product gallery complement each other is a good strategy.
Significantly, don’t forget to optimize your photos. Pictures of the highest quality are crucial for the page yet large and weighty ones, by all means, shouldn’t be slowing down the page load time. There are many things you can do to bypass this from the technical perspective, compressing images is one way to do it, using caching tools is another, to name a few.
For example, apart from describing the Leather Biker Plein Star jacket and who it was designed for, on the official Philipp Plein website’s product page, we can clearly see the item. The gallery zoom also provides the opportunity to see up close even the tiny details.
Wrapping up, product descriptions play a far more important role than many may believe. They are needed to present the product at its best, give all the key information to your customers, as well as can help you in your SEO efforts. The bottom line is that writing quality descriptions is something worthy of investing time in. Remember to avoid duplicate texts and use your creativity!