Everyone knows the importance of good product photos on your website, but when it comes to closing a sale and getting customers to hit the “buy” button, words become just as important to give context to your images and push visitors to make their purchase. That’s where writing a good product description comes in.
Fortunately, you don’t have to be a professional copywriter to write a quality product description. You just need to know your product and your customer well. These nine steps will show you how to write product descriptions.
How to Write Product Descriptions That Sell
Start by identifying your target customers
Share the benefits of the product
Include details that enhance the photos
Write for the senses
Tell a story
Use adjectives with caution
Provide social proof
Cut out your text
Don’t forget the keywords
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1. Start by identifying your target customers
When writing a product description, you need to know who will read it. Think about your target audience. Imagine you are having a casual conversation with them. Or imagine yourself sitting next to them in a store, talking about a product. How would the conversation go?
Consider the following questions:
What are their interests and preferences?
What kind of people are they?
Do they appreciate humor or are they more serious?
Why do they come to your store?
What are their weaknesses or challenges?
What are their aspirations?
Use this language and tone in your product descriptions to connect with the buyer. Choose words and phrases that your customers would use. By aligning your product description and brand tone, you ensure that your copy and branding are consistent across all sections of your website.
