Menu
Menu
If you run an ecommerce business, your product descriptions are one of the biggest factors that determine the success or failure of your company. Better descriptions mean more sales; worse descriptions mean fewer sales.
So it’s vital you invest in high-quality product descriptions written by a professional copywriting agency.
You wouldn’t ask your physio to double up as your dentist – so why would you ask a team member who doesn’t specialise in copywriting to write your precious product descriptions?
With ecommerce product descriptions, choosing the cheap option often ends up being very costly. Conversely, if you invest in high-quality copywriting that helps you generate more sales, the dearer option can actually be very cheap.
3. De-risk the product.
There will always be some buyers who question the reliability of your product. So write about it in such a way that people realise your product will actually work and is therefore safe to buy.
4. Answer all the main questions.
Your product descriptions need to answer the main questions buyers would be likely to ask. Otherwise, they might be confused about the product, unsure of its benefits or sceptical of its reliability.
5. Overcome all the main objections.
Your product descriptions should also overcome the main objections buyers would be likely to raise. Fears and doubts won’t magically disappear if you ignore them, so address them head-on and explain why those concerns are actually unfounded.
Buy Airspace
| I was blown away by the media coverage Nick helped me get for my business. Nick used his writing and media skills to create a media-friendly media release. He then used his media contacts to secure coverage with Channel 7 and a range of websites. |
A product description is concise marketing copy that outlines the features and benefits of a product. It can vary from a single sentence or bulleted list to a short paragraph or long passage.
Clear, readable, persuasive product descriptions grab the attention of potential customers, enhancing the likelihood of immediate purchases. They also minimise the chance of returns, fostering better customer relationships and loyalty.
Product descriptions can enhance sales in two ways. First, they can improve a website’s SEO (search engine optimisation), thereby bringing more potential customers to the website. Second, they can attract attention, stir emotions and overcome objects, thereby increasing conversion rates among those customers.
You write an effective product description by making sure it’s targeted directly at the buyer. That means the product description should speak the buyer’s language, mirror the buyer’s values, understand the buyer’s problems and overcome the buyer’s objections. It should also include the product’s specifications, features and benefits.
Yes. Inserting relevant keywords into high-quality product descriptions will boost your website’s SEO (search engine optimisation). A higher Google ranking will make your website more visible, resulting in more visitors and sales.
Yes – and they should be, because each platform has different audiences, formats and requirements. Using the same product descriptions for all platforms would be like wearing the same outfit to all social occasions. A horses-for-courses approach works better than a one-size-fits-all approach.
Some research shows that you should aim for a detailed description of about 300 words. This benefits both SEO and consumers. It is recommended that product descriptions have subheadings to break the content into readable, ‘scannable’ chunks.
Some of the most common mistakes are being too wordy; using duplicate content; focusing too much on the features and not enough on the benefits; exaggerating benefits; and using meaningless buzzwords.
Good product descriptions can significantly influence trust, by making customers feel valued and overcoming their objections. The key to writing trust-enhancing product descriptions is to make sure they’re laser-focused on customers’ language, values and problems.
Hiring a professional copywriter is not essential, but it can be a smart way to make your products stand out in a crowded marketplace. Professional writers have the expertise to write compelling product descriptions, which can help boost the visibility and appeal of your products. As a result, hiring a professional copywriter to do your product description writing can deliver a large return on investment.
We are a Sydney-based copywriting agency that works with property and finance businesses throughout Australia.
