How to Create Product Descriptions that Sell

1. Don't write for everyone

Who wouldn't want as many people as possible to buy their product? However, the problem arises when we try to appeal to a broad range of customers. It's possible that in the end, we won't capture anyone's attention. Each type of customer has different needs and expects something different from a product. A good strategy is to identify your target customer before writing and tailor the entire text to them – from content to tone.

Tip: Imagine that you're speaking to the customer in person in a store or over coffee.

2. Explain the benefits of the product...

What will I gain from it? After reading the product description, the visitor should have a clear answer to this question. Instead of simply describing, explain how specific features and functions of the product serve a purpose and make the customer's life easier.

Don't hesitate to visually highlight several key benefits of the product in the description so that they don't get overlooked. You can, for example, list them in bullet points at the beginning, emphasize them in bold within the text, or dedicate a separate mini paragraph to each one.

3. ...but include all the information

Despite the focus on highlighting the product benefits, don't forget to include all the important information in the description, such as dimensions, technical specifications, materials, etc. You can add them towards the end if needed, but they should definitely have their place on the product page.

Imagine wanting to buy a cabinet online for several thousand dollars, but the description doesn't mention what it's made of or lacks important dimensions. Who would want to waste time contacting the seller when you can find this information just a few clicks away on a competitor's e-commerce site?

4. Back it up

If you have evidence to demonstrate to customers that your product is high-quality and popular, go for it! On the product page itself, you can include positive testimonials from your customers or mention a well-known personality who uses the product. You can also share the results of studies or testing conducted on the product.

If you don't have any of the above, you can create an honest review of the product yourself. Just make sure not to over-praise it – mention any potential drawbacks as well (such as a higher price due to handmade craftsmanship or the need to purchase additional accessories).

5. Good text is not enough

The visual presentation is equally, if not more, important than the text itself when it comes to product descriptions. The page should be well-organized so that visitors can quickly find the necessary information. Therefore, structure the text appropriately and be concise, avoiding turning the description into an article. If you do need more space, for example, to explain functions of a more expensive or less known product, use subheadings to separate the text.

Complement the textual description with (high-quality) product images and, if applicable, other content such as videos, icons, infographics, etc.