How to Write Product Descriptions to Increase Sales

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When it comes to setting up and managing an eCommerce business, learning how to write product descriptions may seem like a relatively simple task. On the other hand, if you sell multiple products, it can feel monotonous and repetitive. However, product descriptions shouldn’t be glossed over or written in a hurry.

A successful product description requires the right balance of storytelling, rich content, and SEO awareness. Use the following guide (with real-life examples) to learn how to write product descriptions that will boost your sales.

Learn how to write product descriptions that tell a story
As you write product descriptions, try to describe an experience, not just the product itself.
Focus on making the reader envision themselves using (and enjoying) your product. If appropriate, go as far as describing a time or place. Product descriptions that tell a story are persuasive to potential customers, nudging them towards the “add to cart” button.

Write product descriptions that highlight your unique value proposition
What makes your product different than the rest? Your unique value proposition (UVP) is your product’s differentiator, and you should include it near the beginning of your product description to quickly convince customers. If you aren’t sure what that might be, do a little competitor research to see what other brands say about similar products and figure out why yours is different.

Master product descriptions that consider your target customer
As you explore how to write product descriptions, think not only about your target customer, but also how they will use the product. Focus on the benefits for the customer. While features are important and have their place, use the benefits to write compelling copy that convinces the customer why they need the product.

Use product descriptions that match your tone to your buyer persona
When you write a product description, you also want to consider your target customer so that you can speak directly to their buyer persona. One way to accomplish this is by matching the tone of the product description to your ideal customer. For instance, if your audience is millennial consumers and you’re selling a lifestyle product, you can inject humor and frivolity to catch their attention.

Make your product descriptions concise and scannable
The above-the-fold section of your product page should contain the best copy. Remember that every word matters. Potential customers can scroll or click for more information if they’d like. That means your initial product description should be concise and to the point. Scannability is also crucial for mobile customers so that they can see product descriptions easily on their phones.

Include multiple high-quality images with product descriptions
Ecommerce brands can overcome this hurdle by including stellar product images from multiple angles. You don’t necessarily need to hire a professional photographer to take product pictures.

Incorporate customer testimonials with product descriptions
User-generated content (UGC) is a powerful tool in driving sales for your eCommerce business. Customer testimonials and reviews are the best types of UGC to include in product descriptions. Reviews help to provide social proof that other satisfied customers purchased and used your product, which goes a long way to encourage potential buyers.

Make product descriptions searchable with SEO
If you want more customers to find your product with organic search (via search engines such as Google or Bing), write product descriptions with SEO in mind. Each individual product page on an eCommerce site is another opportunity to include high-quality content that’s indexed by search engines. If you haven’t already, do some basic keyword research, so you know what terms and phrases to include in your product description.

Product descriptions have the power to increase sales for your eCommerce business dramatically, yet even large corporations struggle with them. Don’t get disheartened when setting up your eCommerce store. Follow this guide, and with a little hard work and persistence, your product descriptions will increase conversions for your online store.

The Journey is what everyday entrepreneurs, like you, need to follow in the pursuit of online success. Our experienced GoDaddy Guides are here to take you through all the steps, both big and small, that you encounter every day.

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