Understanding how to write a product description is really important to improve your sales performance. 

In writing a product description, it's more than just explaining what features your product has. Instead, it tells a story, engages the reader, and persuades them to make a purchase. 

In this era, where online shopping dominates, having a product description that stands out is essential. By focusing on clarity, engaging language, and strategic keywords, you can create product descriptions that not only attract but also convert potential buyers. 

This article will guide you on how to write product descriptions in an effective and attractive way so that it can boost your sales and improve customer experience.

What Is Product Description?

A product description is a piece of marketing copy that not only details what a product is and its features but also tells a compelling story that highlights its benefits. 

The main purpose of a product description is to persuade potential customers to purchase by addressing their needs and presenting convincing reasons for them to buy the product. 

In general, effective product descriptions are written in the brand's unique voice and focus more on the benefits of the product rather than just its features.

Why Is a Product Description Important?

A product description is one of the important aspects to help you achieve your marketing strategy. 

Apart from persuading potential buyers to buy a product, there are many other reasons why you should understand how to write a description for a product effectively. 

Here are some reasons why product descriptions are so important:

• Bridging Between Features and Needs: It highlights how the product can solve a problem or improve the customer's life, connecting the product features with the customer's needs.
• Improves Shopping Experience: Product descriptions provide essential information, helping customers make informed decisions and reducing the chances of returns and dissatisfaction.
• Improved Search Engine Ranking: Effective product descriptions that combine relevant keywords and phrases can increase product visibility in search results, driving more organic traffic to the website.
• Increased Sales and Brand Credibility: By increasing brand presence and credibility online, well-written product descriptions contribute to increased sales and a stronger brand image.

11 Steps on How to Write a Product Description Effectively

After you understand the fundamentals of the product description, you must be curious about how to make a product description effectively to increase your sales. Here is what you need to focus on:

• Understand your audience.
• Focus on product benefits and features.
• Use simple terms and casual language.
• Use sensory language.
• Use the storytelling technique. 
• Give some humor. 
• Make your descriptions readable. 
• Optimise SEO. 
• Add good pictures and videos. 
• Give social proof. 
• Do A/B testing. 

See more complete explanation on how to write a product description effectively in the following.

1. Understand Your Audience

The first very important stage in how to write a product description is to understand your audience. To effectively understand an audience, one needs to conduct thorough research. 

By this means, you can create buyer personas, a detailed representation of your ideal customers, to help you in this process. These personas include demographics, interests, needs, and goals, which guide you to understand what matters to your customers. 

By knowing your audience's intentions and motivations, you can see how you need to describe a particular product so that it can resonate with them. 

2. Focus on Product Benefits and Features

When writing product descriptions, it is very important to highlight the benefits rather than just listing the features. 

Although it is natural for business owners to focus on the unique features and specifications of their products, potential buyers are more interested in understanding how these features will benefit them. 

Buyers want to know how the product can solve their problems or improve their lives. While features provide technical information, benefits explain how the product can improve the buyer's experience, which makes the product more appealing and persuasive.

3. Use Simple Terms and Casual Language

If your descriptions sound like a genuine conversation you're having with a friend, then your customers will feel more comfortable and trust your brand more. 

A casual language, characterised by simple words, short sentences, and a conversational tone, increases understanding and builds rapport with customers. 

To achieve this, you can use informal language, keep sentences short, address the reader directly, and use action words.

4. Use Sensory Language

The other step on how to write a product description is to use sensory language. Sensory words describe how people experience the world through taste, smell, sight, touch, and sound, making product descriptions more vivid and engaging. 

By describing how a product feels, tastes, smells or looks, you help customers imagine owning and using the product. 

5. Use the Storytelling Technique

The next step in how to describe your product is to use the storytelling technique. By formulating a narrative about your product, you can create an emotional connection. 

Additionally, storytelling can communicate your brand values, show empathy, and compellingly convey the product's significance.

6. Give Some Humor

Sometimes, customers favour quirky and fun descriptions, which are refreshing amidst generic marketing. This is why, you may encounter some brands that adopt a playful and humorous tone tend to stand out, in social media campaigns especially, since they use unique and entertaining approaches.

7. Make Your Descriptions Readable

To make your product descriptions easy to read, you can focus on making them scannable. This allows buyers to quickly find the necessary information without sifting through unnecessary details. 

You also can achieve this by using bullet points, short paragraphs, ample blank space, and varying font sizes.

8. Optimise SEO

Implementing an SEO strategy starts with identifying relevant keywords that potential buyers use to search for products. By conducting keyword research, you can determine the best keywords to target audiences interested in your business. 

By strategically placing these keywords into your product descriptions, you can increase your store's visibility in search engine results pages (SERPs). 

9. Add Good Pictures and Videos

If you are curious about how to write a product description, then you should not miss the visual aspects.

By providing high-quality visuals, you allow customers to visualise product features and imagine themselves using them. 

Remember, a picture is worth a thousand words, so make sure yours tells the story you want to convey about your product.

10. Give Social Proof

Social proof comes from the idea that individuals are more likely to buy a product if they see others have bought and enjoyed it. 

In this case, you can include customer reviews, ratings, and testimonials in product descriptions, to provide real evidence of the value and reliability of your products.

11. Do A/B Testing

A/B testing is one of the most helpful steps in how to write product descriptions. It is conducted by comparing the performance of different versions of a product page to determine which elements resonate best with customers. 

In this strategy, you can test various aspects of your product description, such as the headline, product images, layout, or even the tone of voice used. 

By presenting two versions of your product page to different groups of customers and analyzing their responses, you can gather valuable insights into what works and what doesn't.

Product Description Examples

In the previous explanation, you already know all of the steps of how to write a product description.

Now, it’s time to learn about some product description examples to gain more knowledge. 

1. cmlabs

cmlabs uses simple and clear language in its product descriptions, ensuring that users with various technical expertise can easily understand its purpose and functionality. 

Instead of mentioning the main features (performance, accessibility, best practices, SEO, and PWA), the description emphasises how these features can significantly improve a website's speed, ultimately improving user experience and driving better online performance.

The next product description example from cmlabs is about Writing Services. It is quite clear that cmlabs focuses on the benefits that customers want to get, which are “Save Money on Ads”, “Higher Website Ranking”, and “Become Industry Leader”. All of these things are what consumers want related to these services.

In the product description down below, cmlabs also adds icons to visually represent their Backlink and PR/Branding offers and provides a clear "Contact Marketing" CTA button.

2. Sequence Stat

In the product description below, Sequence avoids technical jargon and uses a friendly and professional tone. This makes a complex service more approachable, so potential customers can understand its value proposition easily.

In addition, the design is also simple with two colour tones, allowing the reader to focus on the content of the text and not be distracted by colourful visuals.

3. VISUWSIU

VISUWISU features design elements that are attractive and make readers interested in knowing the contents.

In addition, VISUWISU not only mentions the features but also mentions the benefits of each feature. For example, CaaS helps businesses provide creative assets so they can focus on other business activities.

Conclusion 

That was the full explanation of how to write a product description effectively to increase your sales.

As we mentioned previously, you should consider optimising SEO by inserting relevant keywords in your product description. However, that is only a small example of an SEO approach. 

Some other SEO strategies you can optimise are site audit, website content creation, link building, and many more. The problem is you need specialised skills to execute that strategy.

So, to do this efficiently, you can collaborate with cmlabs, a global SEO agency, with a proven track record of creating better search engine performances of many big companies in various fields,  directly handled by real professional experts.

To improve your website performance, try SEO Services by cmlabs and see how cmlabs can boost your sales and rank your business in the SERP’s top position. Contact our marketing team now!