A successful webshop is not just about beautiful products: the way you present them is just as important. Good product descriptions are crucial.
A good product description is not just listing the features of your product. It functions as a powerful tool to inform, inspire and convince potential customers of the value of your product. Product descriptions are the key to converting website visitors into loyal customers.
Why a good product description can make all the difference
Many new entrepreneurs underestimate the power of a strong product description. They often see it as an obligation, which of course it is, but in reality it is one of the most influential factors in the customer’s decision-making process.
If you have a good product description, it helps with:
- Improving your search engine visibility (SEO): By naturally incorporating relevant keywords into your descriptions, you increase the chance that potential customers will find your product via Google and other search engines.
- Credibility of your business: A well-written, informative and honest description shows that you know what you are talking about. This helps to build long-term customer relationships.
- More sales: This is of course your goal! A good description removes doubts from the customer, so that they will click ‘add to cart’ faster.
But now the question is, how do you write product descriptions that sell? We have written a step-by-step plan that can help you on your way:
Step 1: Know your ideal customer
Before you start adding products to your webshop, you need to have a good understanding of who is buying your products. Ask yourself the following questions:
- Who is my ideal customer? Think of age, gender, location but also think of interests and values.
- What problem does my product solve for them? People buy something for a solution to their problem or a fulfillment of their need. What is the ‘pain’ that your product takes away?
- What type of language do they use? For example, is your target audience formal or informal?
Example: an online store that makes handmade, sustainable children’s clothing.
Correct: “Our clothing is made from organic cotton, which is soft on your child’s sensitive skin and lasts a long time, even after countless washes.”
Incorrect: “Our clothing is made from 100% cotton.”
Step 2: Focus on benefits of your products
This is perhaps the most important thing about writing a good product description. Customers may not be interested in what a product is, but rather in what it does for them. Every function of your product should be translated into a direct benefit for the customer.
Example: a webshop that offers computers.
Correct : “Experience lightning-fast performance with this laptop, even with the most demanding software. Thanks to the powerful 16GB RAM and Intel Core 17 processor, you will no longer experience long waiting times when opening a browser.”
Incorrect : “This laptop has 16GB RAM and an Intel Core 17 processor.”
Do you see the difference? The first example explains why those specifications are important to the customer and how it can improve their daily life or work. While the second example only describes what features the laptop has, so the customer still doesn’t know what they can do with it or what the benefits are.
Step 3: Use persuasive language
Your product description should be vivid and engaging. Use words that evoke an emotional response and help the reader imagine themselves using the product.
- Emotional language: Words like “ effortless ,” “ luxurious ,” “ pampering ,” “ ultimate ,” “ exclusive ,” or “ transform ” can evoke desire.
- Sensory language: Describe how something feels, smells, tastes, sounds, or looks.
- Metaphors and similes:
– “This product is a lifesaver for busy mornings.”
– “Our app is like a personal assistant for your finances.”
This gives the customer an understanding of what the slippers will feel like after a long day.
Step 4: Make it easy to read
Online shoppers have short attention spans. They scan pages looking for relevant information. Make sure your descriptions are easy to read and digest. Use the following tips:
- Short paragraphs: Break long texts into short pieces, a maximum of 3-4 sentences per paragraph is a good guideline.
- Use bullet points: Ideal for listing benefits or features.
- Bold text: Highlight the most important words in the sentence. Don’t do this with too many words!
- White space: Provide sufficient white space around your text, this makes it pleasant to read.
Conclusion: Write catchy product descriptions and generate more sales
Writing compelling product descriptions is an art, but it’s one that can easily be learned and perfected. It’s not just about listing what you’re selling, it’s about creating an experience and solving problems.
Start applying these strategies to your own product pages today. Analyze your current descriptions, rewrite them with your ideal customer and benefits in mind, and monitor the results. You’ll see that the time and effort you put into this will pay off in increased sales and happier customers!
Start adding products to your webshop today ! And apply these handy tips for writing your product description.
