In part one of The Ultimate Guide for ‘killer’ Product Descriptions to Maximize Conversion, we looked at how important it is to set the right systems in place when you start writing your product descriptions. We looked at the importance of writing relevant content to the user, and we also looked at the benefits and the common mistakes when writing product descriptions. In the second part of the article, we want to give you more information about how you can maximize the performance of your website through effective product descriptions.
Contents of a good product description
Clear heading: The title is one of the most important elements of your product description. It should not
only include the product name, but also its most important benefit and one or two defining
characteristics. An ideal length is 50 to 70 characters.
Example: Instead of ‘Leather Jacket’ try ‘Men’s Black Leather Biker Jacket Waterproof with Padded
Shoulders’
Informative first paragraph: Now that the title gives a pretty good idea of your product, the first
paragraph provides an opportunity to share more product information in detail. Write concisely and
introduce the biggest benefit of the product first. Follow up with the origin or the manufacturing
process, additional special features and other helpful information. Learn as much as you can about your
target audience and create a unique selling proposition that fits their needs.
Listed bullet points: Bullet points are one of the most important features of a good product description.
They help to break up the block of text that is the product description. Few shoppers have the time or
desire to read the entire product description. Listed bullet points will offer them the key benefits of the
product in an easy to read, scannable format. Use four to seven points highlighting the benefits that
appeal most to your target audience.
Example: If you sell disposable bamboo plates, this would be a good way to write your bullet point list:
● Organic Fiber: 100% natural bamboo.
● Premium Quality: Lightweight but sturdy.
● No Chemicals: Contains no chemical additives or dyes.
● Eco-friendly: Decomposes quickly to enrich the soil.
● Hygienic: Produced in a sterile environment.
● Low Carbon Footprint: Perfect replacement for plastic dinnerware.
Tell your story in the second paragraph: Use the second paragraph to tell your customers a little about
yourself, your brand or share your mission statement. Communicate your brand values and personalize
your writing.
Call to action (CTA): End your product description with a clear CTA. At this point, you have already given
your potential buyers many convincing arguments as to why your product is so valuable and helpful.
Now give them a final push to bring home that useful and helpful product. Make it clear that an
immediate response is necessary in order to start enjoying a certain benefit. The better you know your
target audience the more effective a CTA you can write.
Example: When writing a product page for an LED TV, you can end with – ‘Unbox the magic. Bring your
living room to life today’.
Meta-descriptions: Often forgotten but so important are the meta-descriptions of your product pages.
Meta-descriptions appear in the SERP box and serve to improve overall website SEO and attract click-
throughs. The same rules as the product description apply here. Don’t exceed the character limit,
include a primary keyword, match the product page content and end with a CTA.
Important factors to consider when writing product descriptions
Accurate information: Keep your product descriptions truthful and provide specific details to provide a
clear understanding of the product. By lying or exaggerating you risk permanently alienating buyers.
Remember to always keep your descriptions up to date if product specifications change or the product is
no longer available.
Relevant SEO keywords: Using the right keywords will help search engines to find your product pages,
which will direct internet users to your products. A good strategy here is to use a keyword tool to help
you find the keywords your potential customers are using in search terms. Experts recommend using
long-tail keywords as they attract customers with a higher intent of purchase.
The suitable tone for your target audience: The tone of a product description will depend on your brand
values, marketing strategy, and your customers’ persona. Know your brand, create a solid marketing
approach and learn as much as you can about your customers to help you develop an effective and
consistent tone for your product descriptions.
Awaken the imagination: Your choice of words should engage the customers’ imagination and give a
mental picture of your product in an ideal setting. For example, in a jacket’s product description use
descriptive words that depict a rainy jungle, a mountain adventure or a ski vacation. Here you should
also consider using sensory adjectives such as warm, dry and soft to help your customers virtually
experience the product.
Inspire desire: As mentioned earlier, customers aren’t just buying products, they are buying into feelings
and lifestyles. Everyone needs to feel loved, accepted, virtuous, envied, etc. Tap into this need by
implying that the product will give them that desired emotion. For example, by highlighting that a product is
eco-friendly, you will appeal to environmentally conscious people who will prefer to buy your
product as they want to feel that they are saving the planet.
Tell your story: Let people in on your journey. Buyers are known to choose more expensive products
from lesser-known brands simply because they identify with or can relate to the brand’s story. Telling
your story will not only engage your customers emotionally but will also set you apart from your
competitors. A good alternative here is to use a mission statement to communicate your brand’s values
to your customers.
High-quality product images: Since customers will not be able to physically experience your product,
images are the only way for them to see what they can expect to get. It is important that you use high-resolution
images that your customers can zoom into, to know more about the product. HD images will also help to make the products
appear to be of high quality and add to your online store’s trust rating.
Extras: You should also consider using additional elements such as instructional videos, product
reviews/ and links to similar products. These serve to further increase the value of your product pages.
Summary
Now that you know how to create a good product description, only one question remains… where to
start? If your online store has hundreds of product pages, it makes sense to start with your best-selling
products and then gradually optimize your other product descriptions.
Below is a summary of all the key factors of good product descriptions:
● Length: Use a good length for your product descriptions. Not too wordy and not too scanty
either.
● SEO: Make sure to relevant SEO keywords in your product description. Focus primarily on the
customer, not on the search engines.
● Content: Provide all relevant information and answer important questions about the product.
● Structure: Your product description should consist of a headline, main description, bullet points,
brand story, and a CTA.
● Layout: Combine a visually pleasing, well-balanced layout with an easy-to-read writing style.
● High-quality images: Use high-resolution images that are optimized to load fast.
● Evoke desire: Show them why they absolutely must have the product!
● Use the right tone: Pay attention to the correct tonality of your product description. It should
suit both your brand and your target group.
● Tell your story: Build an emotional connection by sharing your story.
