Great visuals grab eyeballs. Getting the right camera, angle, and lighting to click HD-resolution product images is a smart move to attract buyers on eCommerce platforms.
Agree! But that’s not the only thing to consider.
Today’s audience researches the product before buying. In fact, reports state that over 40% of customers in the US prefer using eCommerce websites for product research.
So, you must create product descriptions that go beyond just a summary. They should clearly explain the product and why it’s worth buying.
Well-written product descriptions can help you close deals and boost eCommerce conversions.
But what’s the right way to write descriptions that help customers make decisions?
In this post, we’ll explain three powerful tips to help you write product descriptions that drive sales for your eCommerce store. Plus, we have additional expert tips to give you an extra edge.
Let’s get started.
Best Tips to Write Compelling Product Descriptions
Here are the key tips for creating product descriptions that drive sales for your eCommerce store.
1. Focus on Your Target Audience
Sometimes, brands try to copy their high-selling competitors when writing product descriptions. However, this isn’t the best approach.
Sure, you can observe their style and the points they cover, but your product descriptions shouldn’t come from the same cookie-cutter mold.
Avoid generic phrases like “high-quality” or “state-of-the-art.” Be specific about your value proposition.
Ask yourself:
- What are the pain points of my target audience?
- Is the description addressing these pain points?
- Does it explain how the product solves their problems?
- Is the language relatable and easy to understand?
Here’s an expert tip: Collaborate with the marketing and sales team to understand the key pain points of the target market. Once you know their needs, create descriptions in your unique brand voice that speak directly to them. This helps you connect with potential buyers on a personal level.
Notice how Beardbrand, a men’s grooming company, does it with their product – Utility Bar. It highlights the improved cleansing and exfoliating properties while emphasizing ingredients like charcoal, shea, and mango butter.
The playful brand voice with lines like “shower like you give a puck” makes it appealing directly to their target audience.
2. Educate Buyers by Highlighting Product Benefits
Highlighting the product features is indeed a good practice. However, the audience will be more interested in knowing how the features can benefit them.
So, while you add the features, mention each benefit for the target audience. This will educate the audience about the product and help them make informed decisions.
Observe how Apple’s team leverages this approach for their product – MacBook Pro 14. For instance, see how they’ve mentioned the “M4, M4 Pro, or M4 Max” as the feature, immediately followed by the benefit of completing demanding projects.
Here’s an expert tip: Make the descriptions scannable. As shown in the example above, break them into bite-sized, easily digestible points. This makes it easier for potential buyers to absorb the most crucial information and make buying decisions.
3. Optimize Product Descriptions for SEO
Since your ultimate goal is sales, leveraging search engine optimization (SEO) can be a game-changer.
Here’s how –
The product descriptions on your eCommerce website are essentially content. So, optimizing them like any other content page can help your products rank higher on search engines like Google. Simply put, SEO can help your products be discoverable through organic searches.
The key is to write high-quality content while naturally incorporating relevant keywords.
When a potential customer searches for a query related to your product or brand, the chances of your site appearing in the top search engine result pages (SERPs) will increase.
Create a list of relevant keywords and include them naturally in product descriptions and other places on the page.
Nike’s product description is a great example.
See how Nike has added relevant keywords like “Nike Dunk Low,” “sneaker culture,” and “skaters,” which are likely searched by the target audience. They fit in the content so well and don’t look forced.
What’s more? Google reports that an increasing number of customers are using conversational search queries. Searches containing “Do I need” have grown by 65%, like “What size generator do I need?”
The best practice here is to add conversational keywords and question-based phrases to your product descriptions.
For instance, if you’re selling generators, include phrases like “What size generator do I need for my home?” This will increase the chances of your product page appearing in relevant voice searches on Google.
Here’s an expert tip: Count on keyword research tools like Keyword Planner or Ahrefs to find relevant keywords for your product descriptions.
If you’re dealing with eCommerce SaaS and need expert help, consider partnering with a professional SaaS SEO service. Look for agencies that specialize in boosting organic visibility for SaaS products. SEO Services for SaaS by Growfusely can be a great option. The SaaS agency is renowned for its expertise in this niche and can help you get started on the right foot.
Key Takeaways
Product descriptions are often not given as much importance as product images. However, they can play an equally crucial role in boosting your sales.
The key is to write compelling descriptions, not just plain summaries of your offerings. Implementing the three tips with the expert suggestions shared in this post can help you get started.
Here’s one more expert tip before we wrap up – invest in eCommerce website optimization to improve the overall user experience and maximize the impact of your efforts.
