Kelley Gardiner is a professional website copywriter from Portland Oregon, who helps small businesses create content that drives sales.
What is a product description?
When writing online, you have to make your words drive sales. A product description explains what your product is, gives important information about its features and benefits, but also makes the experience of using that product feel real for your customers.
״Gather all the details someone will want to know before they make a decision.״
What are the main things you’ll need to include in your product description?
1. Know your target audience
To show that you know your target audience, gather all your product’s testimonials, reviews, complaints, and survey results. Understand what your customers say about your product and reflect those words and values back to them.
If you don’t have any customer data yet, talk to your audience, and check out competitors’ reviews.
2. Gather your product information
Start to see things from your customers’ point of view—what problems does the product solve for them? What makes it stand out from the competition? What are the features and benefits of your product? Gather all the details someone will want to know before they make a decision.
״A good rule of thumb when you’re writing product descriptions is to give people a hook, and then give them the information they need to get them to buy it.״
3. Make the benefit come to life
Use sensory words to make your product come alive. Emotion is a huge factor in consumer buying. A good rule of thumb when you’re writing product descriptions is to give people a hook, and then give them the information they need to get them to buy it.
4. Cut the fluff
Cut out any information that the customer doesn’t want or need. You need just a few words to keep them interested enough to click the “add to cart” button. Use short paragraphs, bullet points, and subheadings to break up the text and make it easy to read.
5. Optimize for search engines
Only after your first edit, make sure your SEO terms are in place. Write for your customer first. Never sacrifice clarity to squeeze an SEO term in.
6. Edit and proofread
Time for one last edit, and then polish it off. Ask a colleague to make sure everything is 100% crystal clear. Confusing language kills conversions.
7. Test, refine, and repeat as needed
Copywriting is a cycle. Give your copy some time. A/B test if possible. Refine that message until it’s the best version you can make.