Table of Contents:
- Understanding Your Target Audience
- Incorporating SEO Best Practices
- Highlighting Benefits Over Features
- Writing Compelling Headlines
- Using Persuasive Language and Power Words
- Utilizing Storytelling to Engage Customers
- Making Descriptions Scannable
- Boost Sales with Tailored Product Description Writing Services From Content Development Pros
- Contact CDP Today!
In the ever-expanding ecommerce landscape, well-written product descriptions are like Jedi mind tricks that persuade customers to click “Add to Cart” instead of “Back to Search Results.” But let’s face it, writing product descriptions can make your eyes glaze over and it’s tempting to just slap on a few adjectives and call it a day. The result? Descriptions that are about as engaging as an IKEA manual, and a conversion rate that’s at rock bottom.
But fear not, young Padawan! There are a few tricks you can use to avoid word salads out of your product descriptions. And in case you’re wondering, you don’t need to be Shakespeare to get them right. In today’s guide ripped straight from the product description writer playbook, we’ll show you exactly how to churn out copy that’ll inform your customers and compel them to click the “Buy” button. So let’s get into it!
Understanding Your Target Audience
If you want your product descriptions to hit the nail on the head, you need to know what type of audience you’re catering too. One way to do this is by creating customer personas that incorporate demographic info and buying preferences, as well as analyzing the purchasing behavior of past customers.
Secondly, it’s important to understand the specific needs or challenges your audience might have. These are called pain points, and if your product descriptions effectively communicate how you’ll address them, you can expect a significant increase in conversions.
You must also consider adopting a tone that resonates with your audience. For example, if you’re selling pet products, your audience might expect an informal, personable tone, but someone buying power tools might be looking for a more professional tone.
Incorporating SEO Best Practices
This might seem like a given, but it’s easy to forget about, what with all the myriad other considerations you need to make while writing product descriptions. You don’t have to get too fancy with it - just a bit of keyword research can help you figure out how to get your descriptions showing up on SERPs. Incorporating alt text, internal links, and URL structures can further optimize your product descriptions for search engines.
Now, as for those keywords, make sure you incorporate them organically into the text. After the March core algorithm update, Google’s web crawlers have been prioritizing quality content above all else, so your keywords should never compromise readability.
Optimizing your web content for SEO is absolutely essential. Read this blog post to learn a few tips and tricks.
Highlighting Benefits Over Features
Don’t make the mistake of listing features without also mentioning their benefits. There’s a clear difference between the two. For example, a pair of Bluetooth headphones might have features like long battery life and noise canceling, but what do these features offer to the customer? Well, in this case, you could say that customers can shut out the outside world and listen to music all day without needing to charge the product. To be clear, you should reference the features your product offers, but contextualize them by mentioning their benefits a well.
Writing Compelling Headlines
Headlines give readers their first impression and impact whether they’ll read the rest of the text. You can improve them by making them clear and concise, and by adding numbers, questions, or bold statements that capture their attention. There’s no one-size-fits-all solution here; some headlines can be minimalist whereas others might benefit from a more descriptive approach. It all depends on the type of customer you’re targeting, so understanding your target audience comes in handy here too!
Using Persuasive Language and Power Words
Power words allow you to harness the psychology of persuasion to considerably improve conversion rates. They can trigger emotional responses and generate excitement around your products, especially if they’re used organically throughout the text.
For example, words like “Proven”, “Professional”, and “Best-Selling” can indicate value, whereas words like “Guaranteed” and “Secure” can make your products seem more trustworthy. It’s also useful to create a sense of urgency by incorporating power words like “Immediate”, “Limited Offer”, and “While Supplies Last”, which can urge potential buyers to snap up a deal before it slips through their fingers.
Utilizing Storytelling to Engage Customers
Incorporating storytelling techniques into your descriptions can make them more relatable, creating a connection between the customer and the products. Problem-solution narratives are an obvious choice, but even fiction storytelling techniques like the hero’s journey can prove extremely effective.
Let’s take the example of running shoes. You could position a potential buyer as a protagonist that wants to go on an adventure, and say that these running shoes can help him achieve that goal. This creates an emotional connection that resonates with readers and shows them how the product’s features can benefit them in their own personal journeys.
Interested in learning about the art of storytelling in marketing? Check out this blog post!
Making Descriptions Scannable
79% of readers say they scan a page rather than read it word by word, which means that your product descriptions need to convey as much information as possible at a glance. Bullet points, short paragraphs, and subheadings all help by breaking up the text and improving scannability, making them far superior to massive text blocks that’ll overwhelm readers and increase your bounce rate.
Visuals play a huge role as well, and we’re not just talking about images here. Adding bold and italic text can draw a reader’s attention to key points, ensuring that they get the gist of your messaging without getting overwhelmed.
Boost Sales with Tailored Product Description Writing Services From Content Development Pros
What goes into writing the perfect product description? It needs to be informative, of course, but it must also persuade, entice, and most importantly, convert. Finding the right blend of creativity and strategy isn’t something you can learn overnight - it requires significant expertise, and as a business owner, you might not have the time required to gain this expertise. So why not let the experts handle it for you?
At Content Development Pros, we know just how important it is to craft product descriptions that maximize conversions. That’s how we’ve managed to stick around for 15 years and satisfy thousands of clients along the way! Our product description writers are well versed in the ins and outs of ecommerce, so no matter what type of product you’re selling or who you’re marketing it to, we’ve got you covered.
Contact CDP Today!
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