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Steps To Creating Compelling Product Descriptions

When a buyer visits your website, you must demonstrate why and how your product satisfies their requirements. Customers can simply and rapidly compare things online these days, so you must stand out. Your product description is the place where you persuade your buyers to choose you. A well-written product description not only persuades customers to add the item to their shopping cart, but it also contributes to the overall message of your company.

Most businesses will have comparable images advertising the goods, and for many people, this image will suffice. The product description, on the other hand, is not only a way to inform your customers about the specifics of the product in question, but it’s also a way for the business and the customer to create trust. Customers will not complain if you write one that is sufficiently descriptive. Customers won’t tell you when you’ve created a brilliant product description, but you’ll be able to detect if it’s working based on sales and returns statistics.

So, how can you come up with a killer product description? WebSell is actively experimenting with a product description service provided by our creative team.

We’ve put up a list of 9 simple methods for developing sales-boosting product copy in this post:

1. Identify your ideal client.

The ideal buyer is always in the sights of great product descriptions. You need to know who this customer is and what qualities of the product will appeal to them so you can talk about those features. If you haven’t previously done so, creating a buyer persona is a fantastic idea, and there are several templates available online as a starting point.

After you’ve created your persona, tailor your description to match their writing style. What are the words they use? Do they speak in slang? What are the most likely inquiries they’ll have? Would they enjoy a little levity? Age, region, gender, education, and other characteristics will all have an impact on the language you use. On your product page, answer these questions with this persona in mind.

2. Promote the product’s advantages.

When creating your client profile, consider their purchasing motivations and what is most likely to entice them to make a purchase. In a competitive market, simply listing the product’s features isn’t enough; you must also emphasise on the product’s benefits.

Assume you’re trying to sell a waterproof jacket. You can say “Waterproof fabric for guaranteed dryness” instead of merely “Waterproof fabric” or something similar. The latter product description is significantly more successful because it explains exactly what benefit you’ll obtain from the feature of this product.

3. Avoid utilising cliched terms.

Use terms like “great quality” sparingly. This is something that every shop would say about their goods, and it is something that the customer expects. There’s no need to highlight the product’s quality because it isn’t in issue.

The customer is only interested in learning about the product’s major characteristics and the benefits they provide. Making the features as explicit as possible will help your page rank higher in Google. The more features you can mention or discuss, the higher your website will rank in the search results. Because search engines value informative content, you should tailor your product descriptions properly.

4. Use bullet points to draw attention to your message.

Bullet points ensure that your clients’ attention is captured. The majority of visitors will scan-read, therefore employing bullet points will immediately attract their attention. Bullet points don’t have to be brief or contain only a few words; they may also be used to tell stories.

5. Keep your descriptions short and sweet.

While you may want to tell a tale about your product, it’s also crucial to keep it as straightforward as possible. GOT-style descriptions have no place in your product description.

Here, you should utilise fewer words and always use the shorter word instead of the lengthier one, as long as it’s on brand. Customers will come from a variety of backgrounds, therefore your product pages should strive to appeal to as many as feasible.

6. Search engine optimization

You must improve your product pages for SEO if you want them to appear in search results. What exactly does this imply? Ensure that your product’s keywords, as well as other words that are commonly searched for when seeking for your goods, are strewn over your product pages.

These terms should appear naturally in your content rather than being listed or crammed in. Remember that Google favours material that is both informative and unique, and their algorithm is constantly evolving. There are far too many pages on the internet that simply list keywords; don’t be one of them. If you want to optimise your profits, you need to have an SEO plan for your e-commerce business.

For improved organic traffic, you’ll also need to make sure your keywords show in critical locations like page titles, meta descriptions, and picture ALT tags (which you’ll need to be ADA compatible).

7. Make good use of product images

A fantastic product description necessitates a fantastic product photograph. A product image, according to 63 percent of customers, is more important than the description. Before customers buy, a good product image will tell them everything they need to know about the item.

When your image and copy complement each other and function together, you’ve created a winning product page. For more information, see our blog on the value of good product photography.

Source: product rule , product features

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