How to Write a Product Description That Sells
Download as PPTX, PDF1 like3,480 views
The document provides guidance on writing effective product descriptions that improve e-commerce conversion rates by using unique, keyword-rich content. It emphasizes the importance of avoiding generic supplier descriptions, incorporating target and long-tail keywords, and utilizing emotional language while maintaining clarity and brevity. Additionally, it suggests employing structured templates and resources like Onespace for efficient content creation.
![Why is product content important?
88% of consumers say that
product content is extremely
or very important to their
purchase decisions.
- Salsify
“Quality product descriptions
can transform e-commerce
conversion rates – it’s
common to see increases of
30 to 100 percent.”
- Smashing Magazine
“Original product descriptions
help avoid Google [penalties],
which can affect retailers that
use the exact descriptions
suggested by suppliers.”
- Practical Ecommerce Magazine](https://image.slidesharecdn.com/howtowriteaproductdescriptionthatsells-170620160116/85/How-to-Write-a-Product-Description-That-Sells-2-320.jpg)
How to Write a Product Description That Sells
- 1. How to Write a Product Description That Sells Learn how to write a product description that sells by using unique, keyword-rich content to drive organic search and increase conversion rates.
- 2. Why is product content important? 88% of consumers say that product content is extremely or very important to their purchase decisions. - Salsify “Quality product descriptions can transform e-commerce conversion rates – it’s common to see increases of 30 to 100 percent.” - Smashing Magazine “Original product descriptions help avoid Google [penalties], which can affect retailers that use the exact descriptions suggested by suppliers.” - Practical Ecommerce Magazine
- 3. 9 Best Practices for Creating Product Descriptions
- 4. Create unique content. Do not rely upon manufacturers to supply descriptions for the products you sell on your website. 1 Search engines typically favor websites with unique content. Manufacturer-provided content is unlikely to reflect your brand’s unique voice and tone.
- 5. Incorporate frequently used keywords. Consult a keyword research tool such as SEMrush or Moz Keyword Explorer to determine primary and secondary keywords for each description based on search volume and relevancy to the product. 2
- 6. Example Primary keyword: women’s black dress pants Secondary keywords: women’s black trousers, women’s black slacks
- 7. Incorporate long-tail keywords. Long-tail keywords may have a lower average search volume, but because they indicate a more direct and targeted search, incorporating them into your product descriptions can lead to higher conversion rates. 3 Long-tail keywords: maternity black dress pants, high waisted black dress pants Example:
- 8. Describe features and benefits. Each product description should outline not only what the product does (its features) but also how it benefits the consumer. 4 This example describes a tangible benefit of the product by saying that it adds energy and elegance to the customer’s home. This example describes the product, a photo print, as “high definition” and “colorful,” but it fails to mention how those features impact the customer’s life. Correct Add elegance and energy to any room with high-definition canvas photo prints in a wide array of colors. Incorrect High-definition, colorful photo on canvas
- 9. If your content can convince shoppers that your product will solve their problems, you can make their purchasing decisions virtual no-brainers. Example Product Description Feature Benefit Curtains The panels of these curtains are adorned with a neutral geometric design, which works well with both traditional and modern décor. neutral geometric design works well with both traditional and modern décor Frozen Ravioli Each ravioli is crimp-sealed with serrated edges to prevent water leakage and maximize the appeal of the dish. crimp-sealed with serrated edges prevents water leakage and maximizes the appeal of the dish
- 10. Use emotional hooks. Consumers respond favorably to vivid and engaging language. Words that carry emotional heft grab a reader’s attention more quickly than dull or submissive language. 5 This example is powerful because it describes emotional concepts such as enjoyment and satisfaction. This example is weak because it fails to convey how a person will feel when using the product. Correct Savor the taste of deliciously blended coffee, when and where you like it, with this coffee maker. Incorrect This coffee maker makes great coffee.
- 11. Cut the fluff. Do not pad content with generalities or filler language to meet minimum word count requirements. 6 This example provides value to the reader by clearly describing the product’s features and benefits. This example provides little value to the reader, as it does not address any concrete features of the product. Correct These canisters have pressure-fitted lids to keep contents fresh and gauge windows so you can easily see how much inventory you have left. Incorrect There are three things you can do with this set of canisters.
- 12. Make it easy to understand. Use the inverted pyramid format to prioritize and structure information for easiest comprehension. 7
- 13. Keep it scannable. Use paragraphs, subheadings and bullet points to make it easy for readers to scan the information. 8
- 14. Example Begin with an intro statement highlighting key selling points and primary benefits. Use bullet points to call out additional features and benefits. Add details about the product’s most compelling selling points.
- 15. Maximize results with OneSpace. Use OneSpace to create unique, consistent and accurate product descriptions at scale. 9 • Leverage structured product description templates based on industry practices. • Supplement your internal team with 200+ OneSpace Direct™ writers trained in content optimization and e-commerce best practices. • Access keyword optimization and proprietary quality assurance features to improve results. • Complete thousands of high-quality descriptions per day.
- 16. Want to learn more? Sign up for a free consultation.