How to write irresistible product descriptions on your e-commerce website

Are you ready to take your e-commerce website to the next level? Then you need to learn the secret to writing irresistible product descriptions. Product descriptions are one of the most important elements on an e-commerce website. They are what convince customers to buy your products, and they also play a role in how well your website ranks in search engines. Here are some tips for writing irresistible product descriptions:

Keep it short and sweet

Your product description should be clear and to the point. It should answer the question, “What’s in it for me?” in a way that is relevant to the customer. Start with a strong headline that accurately reflects what the product is, then highlight the main features and benefits of the product in an easily digestible way.

Keep sentences under 20 words and the total product description under 200 words, if possible. Be sure to break the text up into small paragraphs or bulleted lists so the description can be easily scanned.

Use persuasive language

In e-commerce, persuasive language is used to make the shopper feel like they need the product in their lives. This means describing the product in rich, descriptive detail so that shoppers have a clear idea of what it looks, feels, or tastes like. Use language that appeals to the senses and creates a strong emotional connection with the product.

If you’re selling a food product, describe the taste, texture, and smell of the product. In addition to describing the physical attributes of the product, you can also mention the emotional impact owning it will bring. For example, if you’re selling a piece of clothing, describe not only the color and texture, but also how the shopper would feel about themself when wearing the item.

Product descriptions are one of the most important elements on an e-commerce website. They are what persuade shoppers to add items to their carts and make a purchase. Therefore, it’s important to use persuasive language when writing them. By using descriptive language and creating an emotional connection with the product, you can convince shoppers that they need the item in their lives.

Reflect Your Brand Voice

When writing product descriptions, it’s important to reflect the voice of your brand. This means using language that is consistent with the tone and style of your website and other marketing materials. For example, if your website is playful and fun, your product descriptions should be, too. On the other hand, if your website is more serious and formal, so should your descriptions be. By staying true to your brand voice, you will create a cohesive experience for shoppers that will make them more likely to purchase from you now, and again in the future.

💡Bertha’s Tip: Put your desired tone in the “Tone of Voice” field in the Bertha Brand Settings.

Some prompts include a separate “Tone” field, but when not provided, Bertha will use the tone specified in the brand settings. You can use words like “witty,” “authoritative,” or “persuasive” (see the previous point!), or you can have a little fun and choose a celebrity to emulate. Try writing in the voice of Arnold Schwarzenegger, Simon Cowell, Oprah, or another public figure who matches your brand.

Think About Your Target Audience

When writing product descriptions, it’s important to think about your target audience. Who are you trying to reach with your website and what kind of language will appeal to them? For example, if you’re selling high tech items like phone chargers, or computer equipment, you would use different language if you are targeting teenagers vs. senior citizens.

By understanding who your target audience is, you can choose language that will resonate with them and make them more likely to purchase from you.

💡Bertha’s Tip: Be sure to describe your target audience in the “Ideal Customer” field in the Bertha Brand Settings.

Bertha will write everything with this audience in mind. Include a detailed description such as, “Tech-savvy small business owner with more than 3 employees and a retail storefront in Joliet, Illinois.”

Connect Features and Benefits

If you can master the Features vs. Benefits copywriting strategy, you are guaranteed to see more sales on your product pages.

The features of a product are simply the facts about the item: what color and size it is; what materials it is made from, and so forth. The benefits, on the other hand, are the ways the product will make the shopper’s life better.

As an example, if you were selling backyard swimming pools on your e-commerce website, you would need to list features such as the dimensions of the pool, the number of gallons it holds, the material it’s made from, and what type of filter is included.

But you could also talk about the hours of family fun in the sun that come with having a pool in your backyard, the positive physical effects of regularly swimming laps, and how refreshing it is to dive in to sparkling blue water on a hot summer day. These are benefits.

💡 Tip: Let Bertha combine features and benefits to create compelling product descriptions.

Using the “Title to Benefit Sections” prompt in Bertha, I added the feature of “1,718 gallon capacity” and the benefits listed above and Bertha provided the following options:

  • The average family can enjoy hours of fun in the sun with this pool’s 1,718 gallon capacity.
  • Relax knowing that your pool can accommodate all your friends and family with its 1,718 gallon capacity.
  • With a capacity of 1,718 gallons, the Intex Ultra Frame Rectangular Pool is perfect for swimming laps or hosting a pool party.
  • With a capacity of 1,718 gallons, this pool will keep your family cool all summer long.
  • Family-sized fun awaits with this above ground pool’s 1,718 gallon water capacity.

Are you ready to buy a pool now??

The Details

It’s important to focus on benefits, but don’t do so at the expense of providing critical details that a customer would need in order to purchase this product. Some examples of must-have details are:

  • Shipping (cost and time)
  • Size (include a diagram or size chart, where applicable)
  • Price (make sure your pricing easy to find and not complicated)
  • Warranty
  • Return policy

Include relevant keywords

For both customers who are scanning and search engines that are indexing your product page, including relevant keywords will help your product description get found. When choosing keywords, think about what terms potential customers would use when searching for a product like yours.

There are many tools available to help you research and select the best keywords and phrases for your product descriptions. Some free options are: Google Trends, Semrush, and Answer The Public.

💡Bertha’s Tip: Check out this free educational resource from our friends at Yoast.

Keyword research for SEO: the ultimate guide

Include high-quality photos or videos that show the product in use

You might be thinking, “Wait a minute, this is about writing product descriptions.” Well, we all know a picture is worth a thousand words, so they can add a lot of value in addition to the 200 words you have written. In fact, high-quality visuals are essential for an irresistible product description. Photos, videos, charts, or diagrams help shoppers visualize what they’re buying and can be helpful in conveying important details about the product.

Where possible, include multiple angles and close-ups in order to give shoppers a complete picture of what they’re buying.

Note: Use caution when taking shortcuts by using image editing software to modify an image or display variations like color or size. If not executed skillfully, this can raise concerns of the actual appearance of the product – effectively accomplishing the opposite of the image’s intended purpose.

Be sure to proofread your description before publishing it on your site

This may sound like an obvious step, but don’t underestimate the negative impact of misspellings or grammatical errors in your product descriptions. It takes less than 1 minute to read a 200 word paragraph. That is a minute well spent!

It can be difficult to catch errors in text we have written ourselves. Ideally, you should have someone else take a look for any mistakes you may have missed. If that is not possible, reading the text out loud engages a different part of your brain and can allow you to catch a mistake you might miss when reading silently.

In addition, check your text with a utility such as Grammarly or Hemingway. These apps identify misspelled words and grammatical mistakes, and also give suggestions for improvement in readability.

By following these tips, you can write irresistible product descriptions that will help convince shoppers to buy from your e-commerce website.

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