Product descriptions serve two functions on your e-commerce website: they educate site visitors and prospective customers about the products you sell and then persuade them to buy. Many online stores understand this in the first place and create product descriptions accordingly.
Unfortunately, they do not always go out of their way to ensure that website visitors understand the product so well that nothing can prevent them from becoming a client.
If you want to launch and run an online store, you’ll need to do more than just create a visually appealing website with the help of website development and SEO company. You’ll also need to write product descriptions that persuade and convert.
Set your business up for success by writing the following product descriptions:
Incorporate the 5W + 1H into Your Writing Strategy
Journalists use the Who, What, Where, When, Why, and How method when writing their stories to help them convey the facts of their stories. Follow this procedure to create a convincing product description.
Keep the following guide questions in mind:
- WHO is your product’s target market? Your target demographic can be a lifestyle demographic (car enthusiasts, low-income homeowners, new mothers), an age group (retirees, high school students, babies), or some other defined group of people.
- WHAT are the fundamentals of your product? Functions, product features, materials, and dimensions are examples of attributes.
- WHERE would your customer put this item? You could, for example, inform your customer whether your product is intended for outdoor or indoor use.
- WHEN should your product be used by your customer? Should they use it for a specific occasion, seasonally, or at a specific time of day? You should also mention whether customers can and should use a product all year or every day, as this will speak to its long-term value.
- WHY is your product more useful or even superior to the competition? Reasons could range from features to quality. Consider the benefits that will appeal to customers. Consider how photos can enhance your product copy.
- HOW does your product function? This is not required for all products. You must answer this question if you sell electronics or anything with moving parts, such as a food processor.
When you want to accurately describe your best or most popular items, use the 5W and 1H strategies as a product description template. Use this method to guide your content marketing strategy.
Consider the best way to describe your products.
On e-commerce websites, some online shoppers only scan text. They might not always have the time to read long passages of text. Given this, you should think about making a list of bullet points that cover the most important aspects of your product. To make technical specifications (such as product dimensions) or short phrases (such as features) easier to read, use bullet points.
Bullet points aren’t always an effective way to persuade customers that they’re getting a good deal. Some website visitors may find these bulleted items on a page clinical and cold, as they do not engage the shopper’s imagination or emotions. This is a prose job.
You can set the scene and help the online shopper understand why they need this product in their lives by writing a paragraph that contains three or more sentences about the product. This task may appear daunting at first, but it will quickly become second nature and possibly even enjoyable.
This is your opportunity to unleash your creativity and establish a voice (tone and personality) for your brand, whether irreverent, casual, or serious. Consider yourself at a party, telling someone you just met about a product. Determine how to describe that product so that they understand how fantastic it truly is.
Make use of photographs and videos.
When people consider product descriptions, they frequently consider words and letters. However, you should not overlook other product page elements that are critical to conversions. Images and videos are examples of these elements. They do not contain words, but they do respond to consumer inquiries. Incorporate these elements into your product description.
Avoid Using Yeah, Yeah Phrases
When e-commerce owners don’t know what else to say about their products, they often write something bland, like “good product quality.” Yeah, yeah is an example of a phrase. When you include these statements in your product description, you become less persuasive.
Talk about the technical details and benefits of a product when describing it. Product details increase credibility and help you sell your product more effectively.
A compelling product description will always pay off. Instead of being boring, try to entice your online shoppers with compelling descriptions.
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