Product Descriptions: Writing them the Right Way

May 12, 2022


The end goal of a product description is to describe the product in a way that elicits a positive buying response from customers.

A product description that’s well-written has an effect on your customers – enticing them to move through your sales funnel.

Telling about the features of the product in terms of its benefits to the customer is the mindset you need to have before writing product descriptions.

Writing well-crafted product descriptions requires learning skills and strategies. Either you and your team can invest the time and resources in learning to write awesome product descriptions that convert, or you can seek the services of a professional product description writing company.

In this article, we will share with you useful tips on writing descriptions for products.


What is a Product Description?

A product description is a piece of marketing copy that provides an explanation of the product and gives readers a reason to see the worth purchasing. The reason can be both logical and illogical.

The illogical side is mostly the emotional side that tempts a potential buyer to nurture a desire for the product – although the purchase may not suit their logic. The end goal of product descriptions is to compel customers to purchase while upon reading a mixture of product features, benefits, and a thoroughly good marketing copy.

Let’s now look at the rules at play when it comes to writing product descriptions the right way.


Understand Your Target Audience

Before you write anything, it’s essential to know who your target audience is. You need to define your ideal customers, and by doing so, it’s easier to show them how the product will benefit them.


Importance of Buyer Persona

To define the ideal customer, you need to make a buyer’s persona. A buyer persona defines the traits and characteristics of your ideal customers so you can align the stated benefits and features of your product with the exact needs of those customers.

The essential nature of buyer personas lies in the fact that personas help businesses understand and empathize with their customers well. This way, businesses are ten times more likely to do a better job of acquiring, retaining, and continuing to serve customers.

After developing an understanding and marking boundaries on your ideal customers, it is now time to make descriptions around the product.

While you’re writing a description, it’s essential that you keep asking yourself the following questions.

  • How did a potential customer happen to visit a specific landing page of your website?
  • What is the general interest of the traffic to your website?
  • Why would a visitor take interest in your product?
  • What is it about your product that will attract a target visitor the most?


Describe Features as Benefits


Customers have no concern with what you’re selling, they’re interested in how a product will help them solve their problems.

You need to get inside the customers’ shoes and be customer-centric while writing a product description.

And to do that, you need to write the features of your product in terms benefits for the customers. Because, again, it’s all about the customer, and not about the product or your business.

On one hand, a feature is a fact that provides technical know-how about a product, whereas a benefit shows how the product will improve a customer’s life.


Work on the Readability

The product’s description should be such that it can quickly be skimmed through and can easily be understood.

To do that you need formatting skills and a natural tone and language to communicate the idea in simple wording.

In order to rate your description out of ten, you should read it out loud to see how it sounds if communicated verbally. Assess if it sounds like an engaging conversation you’ll have with a friend, or is it just bland and lifeless.

The tone of the description will decide whether or not the customers will rhyme with it.

Setting the tone for the description content is helpful in boosting readability as well as informing in a way that communicates feelings such as optimistic, humorous, informal, formal, motivational, etc.

Bringing a natural tone just as someone would use in a face-to-face conversation makes the copy describing the product more engaging.

Also, another thing you can do to boost readability is by adding bullet points, proper formatting and spacing, and font styles that are easily readable.


Optimize the Content According to SEO Guidelines

A well-written product description is automatically liked by the search engines and as a result, the content will rank well. A well-written copy is free of grammatical errors, has an engaging tone, and the context is properly built throughout the content.

Apart from this, it’s equally essential to follow other SEO best practices. You should know how to use keywords the right way so as to stay away from inappropriate usage such as stuffing. Moreover, the proper keyword research should be conducted so your product page can rank well in the search engine.

The big benefits of doing so in terms of SEO are:

  • You end up adding the strategically chosen keywords in the content that are most relevant and will bring in better organic traffic
  • Your product pages filled with descriptions will have content that’s optimal for both readability and SEO

Always keeping the SEO side in mind and following the SEO best practices will benefit the product description pages immensely.


Submit a Comment

Your email address will not be published. Required fields are marked *

Is Your Business Being Found Online?

Laptop Metrics Colorado

Free Digital Marketing Report ($150 Value)

marketing module lineWant to know how your business stacks up against the competition?

Read more articles about Marketing.

Do You Know The Upsides of Using SVG Vector Images?

Yes, SVG is one of the best picture formats that can be used to display graphics on websites. Gone are the days when blurred images were a cause of the non-catchy look of the websites.     SVGs will make this issue dead and it is one of the best ways to make...

Why Security Matters for Your Business: Protecting Your Assets and Reputation

Security is a critical aspect of any business, regardless of its size or industry. With the increasing reliance on technology and the internet, businesses face a growing number of security threats that can have a significant impact on their operations and reputation....

Why WordPress Reigns Supreme in Web Development

While there is a massive list of website builders and web development tools, WordPress has become one of the most popular options for beginners and professionals. With WordPress holding an impressive 62% market share among content management systems, it is the obvious...

The Top Advantages of the PDF File Format

The Portable Document Format or PDF file format is used to display the documents in electronic form and it is essential for saving documents. These PDF file formats are independent of the operating system, hardware, or software you are going to use to view these...

Demystifying Charts: A Beginner’s Guide To Understanding the Basics

In our technologically driven era, the use of charts and graphical representations has become an integral part of data conveyance. We encounter them in our day-to-day activities, from financial reports at our workplaces to trending topics on social media. But how much...

How to Revamp Your Content Strategy to Keep Pace With the AI Trend 

Artificial Intelligence has emerged as a game-changer in the digital marketing landscape. When tools like ChatGPT and Google Bard first hit the market in 2022, content creation seemed to become a breeze. Writers apparently were on the brink of becoming redundant....

Eco-Friendly Initiatives: How Businesses Can Lead the Way to a Greener Future

As climate change accelerates and natural resources become scarcer, businesses are at the forefront of a pivotal movement toward a greener, more sustainable future. This shift is primarily driven by regulatory mandates and an increasingly eco-conscious consumer base...

8 Effective Marketing Techniques That All Non-Profits (However Small) Can Use

Regardless of size, every non-profit can benefit from employing effective marketing techniques, and indeed this is a must if you want to bolster your fundraising efforts and support your cause more successfully.     With that in mind, here are some top...

Read more articles about business.

The Top Advantages of the PDF File Format

The Top Advantages of the PDF File Format

The Portable Document Format or PDF file format is used to display the documents in electronic form and it is essential for saving documents. These PDF file formats are independent of the operating system, hardware, or software you are going to use to view these...

How to Improve Your Business’s Image

How to Improve Your Business’s Image

In life, image may not be everything, but in business, it is one of the key cornerstones that will play a huge part in your company's overall success. Your business will suffer if you have a bad company image, either because you are dealing with negative press or...

Beauty and Business: The Secrets to a Successful Salon Venture

Beauty and Business: The Secrets to a Successful Salon Venture

Beauty is big business, and salons are at the forefront of the industry. However, owning and operating a successful salon takes more than just knowing how to cut and style hair. You need to have a keen mind for business to be truly successful.   From marketing...

15 Ways to Increase the Profitability of Your Trucking Business

15 Ways to Increase the Profitability of Your Trucking Business

The trucking business is very profitable. But initially, you might face some challenges to increase profitability as it is a competitive market. However, there are certain steps you can take to increase your profitability.   But before that, you need to...

Share This