Writing product descriptions might seem like a mundane task when it comes to listing products on your website.

But with the rapid and growing transition to online shopping and e-commerce, it is more important than ever to have product descriptions that entice consumers to buy.

Carefully crafted product descriptions can be an invaluable sales and marketing tool; and can make or break a product’s success.

According to Shopify, “The longer users stay on a page, the better Google will rank its relevance.”

So not only will the right product description help you to sell more, but it will also help with SEO optimization and improve your ranking on various search engines; driving more website traffic as a result.   

Rid your website of boring information boxes, and learn how to turn your product descriptions into powerful tools of persuasion using these six guidelines:

1. Know Your Audience

Write your product descriptions as if you are addressing someone specific.

Who is your ideal customer?

What questions would they have about your product?

Speak personally and directly to your target audience in a conversational tone. Being vague or trying to write something that appeals to too broad an audience will result in bland, lackluster description.

2. Include Key Benefits

Make sure to sprinkle key product benefits throughout the description. This doesn’t mean you should list every feature or specification that you think is intriguing. Rather, rephrase some of those features into user benefits.

What will your buyer find most appealing about the product?

Write about what’s in it for them and how it solves a specific pain point. 

3. Use Sensory Words

The specific words you use to describe a product are vital in turning each product description into a powerful sales tool.

Use descriptive sensory words that will unlock your buyers’ imaginations and make them see, feel, and think about how wonderful the product must be.

Be careful not to overdo it with adjectives, but select a few power words that will help create a vivid experience for your audience.

For example, you might describe an item of clothing as “authentic” or “exclusive”, whereas a product description for food might use power words like “sensational” and “mouth-watering”.

4. Make It Easy to Scan

One of the biggest mistakes people make when writing product descriptions is to include every possible feature and product specification they can and then stuff it full of descriptive words.

Work to find the right balance where you can create a product description that contains what should be included, without being over-engineered.

Your description should be easily scannable by its readers, while still providing them with key benefits and appealing to their senses. 

5. Optimize with Keywords

Keywords are a good way to ensure your products are found easily via a basic web search. Again, the keywords should be defined based on what your audience would search for.

In addition, the number of people using voice command tools like Siri and Alexa are increasing, so think of how a potential buyer might conduct a search for a product like yours and then utilize those keywords or phrases in your product description.

6. Have Good Product Images

Once you’ve crafted a product description that will sell, you will also need to supplement it with a good product image.

While some people take the time to read through the product description, specifications, and reviews ⎯ others will just want to get a good look at the product.

Provide clear images that highlight various key features, showcase the product from different angles, and align with the written description.