Writing good product descriptions is an essential part of building your business site. If your product descriptions are poorly written, there is a big chance that it will affect your sales. Here is how to write a description of the product to increase selling on your site.
Know Your Audience
First of all, you need to know your target audience. If you have no idea who you are writing for, there is no way you will be able to create effective content that reaches the right people and has the effect you want it to have. To identify your audience, here are some things you
can do:
Do the Research
Doing the necessary research will help you collect all the data you
need for analysis. Once you have the data, you will be able to interpret it and
determine who your audience is.
Divide into Segments
However, once you know who your audience is, you still need
to divide it into segments. This will make it easier for you to target only certain
groups instead of blindly trying to please everyone at once (which is impossible).
Create Customer Profiles
Creating customer profiles will further help you
understand your audience better because each profile will correspond to the group you
want to target and will give you a clear idea of what kind of person your average
reader might be.
Search Engine Optimization
Search engine optimization is not just a catchy phrase – it is a part of any successful content
marketing campaign. Product descriptions also have to be optimized for search engines
because they are the ones improving search rankings of your web pages which will increase
your traffic. Here are some valuable tips for better
Keywords
Using relevant keywords will make your page visible in search results.
Make sure that you use synonyms of your chosen keywords and change the order of
some words if your keywords include complex phrases.
Page Titles
Page titles, as well as headers that divide your page into visual and
thematic segments, will also positively influence your
results, there is a chance your site will appear as a snippet that attracts attention.
Meta Descriptions
Meta descriptions might be a subtle element, but they are very
effective in terms of
content of your web pages.
Image Tags
Also called Alt tags, image tags serve the purpose of optimizing your
images for search engines (it’s not just your text that should be optimized for
searches).
Use Relevant Images
Besides optimizing images for search engines, you should also make sure that you are using
relevant images. If you use the wrong images for your content, there is a fair chance that your
audience will feel less attracted to and interested in what you have to say. After all, visual
content is meant to demonstrate what you are writing about.
Good images for product descriptions will clearly show the product from different sides and
perhaps even how it is being used by someone (e.g. a person wearing a sweater, a kid riding a
bicycle). You will also want the setting to be appropriate with a monotone background and
good lighting.
Describe Everything
A common mistake in product descriptions is that business owners and marketers don’t write
everything about the product and only mention certain things. If you take this route, you
could potentially misguide your customers. Inconsistencies are also problematic because they
can spark even more questions that your customers will want to ask you.
A great solution to this problem would be to hire a professional writer who knows how to
write good product descriptions. You could use a service like Online Writers Rating for this
to compare writers and then choose the one that fits your situation the best. If the writer is
really good, they will ask all the necessary questions about your product and then create the
description accordingly.
Focus on the Benefits
Another very important thing to remember about product descriptions is that you should
always focus on the benefits of your products. Some writers make the mistake of discussing negative sides that can be an instant turnoff for your audience. Instead of doing this, try to
make the disadvantages sound like they are benefits.
One problem you may encounter is that some of your unhappy customers will publish
negative feedback about your products or your brand. Such reviews can be useful for you
because they can point out all the issues your products have. Then, all you will need to do is
either change them for the better or address them head-on.
Create a separate F.A.Q. section for this. Remember that you want to turn the disadvantages
into advantages. By answering customer complaints in the F.A.Q. in the form of questions,
you will immediately explain everything confusing that your product descriptions might
bring up.
Sound Human
It’s true that most product descriptions follow a standard “template” where you list what the
product is, what its features are, and so on, and so forth. However, some brands are now
adopting a new way of writing product descriptions where they try to make the text sound
more human.
Think of it as if you are describing a product you bought to your friend that you are very
pleased with. This doesn’t mean that you should exaggerate or make it sound like you are
only praising the product but try to describe it objectively while also keeping the focus on its
benefits.
Use Words That Sell
There are certain words that will sell your products much better than if you decide to use
some generic terms. These are often referred to as “power words” and are usually different
depending on the industry or niche that your brand operates in. So, for example, if you are
selling food, you would want to use an adjective like “delicious”, but if you are selling
summer dresses, you would want to use “bright”.
At the same time, power words can also consist of phrases. For instance, “free delivery” or
“shipping worldwide” are both phrases that are applicable to almost any industry. Just
remember that most words and phrases that sell are specific to niches, so make sure to do
enough research to determine what you should use in your own product descriptions.
Make It Easy to Scan
Last but not least, you should always make your product descriptions easy to scan. As
mentioned earlier, it is better to divide your text with headings instead of simply putting
everything in a single block of text. Formatting is crucial here.
Some other elements that can help you make your product descriptions easy to scan include
bullet-point and numbered lists, quotes, and so on. You should also make your text readable
by using simpler sentence structure and avoiding such linguistic devices as adverbs, passive
voice, and complex grammatical structures.
Final Thoughts
All in all, learning how to write great product descriptions is easier than it seems once you get
started and get some practice. Follow the tips in this article to perfect your skills and start
writing amazing product descriptions.
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