Captivating Product Descriptions That Sell: 2020 Guide to Writing Better

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Learn How To Produce Fire Product Descriptions That Sell

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Have you ever wondered whether product descriptions have an impact on e-commerce? Maybe you aren’t sure whether your item descriptions are doing your website any good. 

Perhaps, you’ve put lots of time and energy into these descriptions but aren’t seeing your efforts reflected in your sales numbers. Whatever the case, you’ve come to the right place! We’ll answer all of these questions and so much more. Let’s get going!


Product Description Basics

Great product description will inform prospective buyers about the qualities of each item while gently nudging them toward making a purchase by the use of high-quality written content. 

Each product description should answer demographically relevant questions, provide consumers with solutions, and offer details that aren’t available in a product’s image. Simultaneously, your product descriptions can help you pitch sales and organically improve your SEO in a subtle and persuasive sales-oriented tone. 

In this comprehensive guide, we’ll go over everything you need to know about writing amazing and relevant product descriptions. We’ll talk about what descriptions sell in 2020, the qualities needed for a product description to make an impact, and everything in-between. That way, you can feel confident as you write high-quality descriptive content for your page, website, or e-commerce company. 


Understanding How Product Descriptions Work and Why They Matter

As you create content for your e-commerce business, it’s a good idea to be armed with the facts. Your item descriptions will play a very important role in your e-commerce endeavor. 

Before we get into what each product description should say, you’ll first want to understand why these descriptions are important. Then, you’ll be better equipped with the information you need to approach all of your written content from a sales mindset. 


• Why are product descriptions so important

For one, they explain what a product is and why it has value. This is a key part of any e-commerce strategy. Product descriptions are essential for successful online businesses. They help you become more visible online and effectively share information with your consumers. 

They Allow You to Pitch a Sale 

Unlike a physical retail store, e-commerce stores must depend heavily on the impressions they create through their written descriptions. A product description is like a sales pitch. This is where you will have the opportunity to convince potential shoppers that a specific product is a great option. 

They Influence the Feeling a Client Has About Each Item

These descriptions have a big impact on how a consumer will feel about an item. What you write about each product will help you make an overall impression with a potential buyer. Your company, website aesthetics, marketing, branding, and product images can also be used to make an impression. What’s on your website is essential. It’s all your customers will be able to go on, so you’ve got to make everything count. 

Studies Show That Web Content is a Big Deal 

Various online consumer behavioral studies have been conducted to help e-commerce businesses succeed. While it’s hard to concretely show what goes on in the mind of an anonymous online shopper, there’s a clear correlation between quality descriptive content and online sales success. Studies show that product descriptions are one of the biggest factors that online shoppers base their purchasing decisions on.

Description Boxes Let You Add Information and Keywords 

You are also able to add more content to your site organically in item description bays. This means you can include relevant keywords and improve your search engine optimization (SEO) while simultaneously describing each product on your page. When done correctly, this can lead to better search engine result page ranking (SERP). 


• How much do product descriptions impact sales statistics?

Despite ample research, there’s no way to pin down exactly how much each sale is influenced by a product description. However, the correlation between high-quality product descriptions and sales is clear. Certain item descriptions seem to work better than others in terms of profit. Writing product descriptions that communicate clearly to your demographic will help you grow your sales

According to one e-commerce study, 20% of purchase failures directly resulted from vague or missing product information. This means that you could lose 1 out of every 5 sales simply because your descriptions aren’t up-to-snuff! That’s 20% too much loss in our book. Especially considering that this problem has such an easy fix. 


• What’s the difference between good product description and a bad one?

 Since the average consumer will decide whether or not to stay on your website in 10 to 20 seconds, your descriptions can make or break sales. Let’s look at the difference between good descriptions and bad ones. 

Good descriptions will… 

  • Inform 
  • Solve a problem 
  • Describe accurately 
  • Communicate with good grammar
  • Explain what makes an item different from others 
  • Show why an item is relevant
  • Compare an item to something tangible 

Bad descriptions tend to…

  • Mislead or be inaccurate
  • Pitch an item poorly
  • Have a lack of enthusiasm
  • Only provide the bare minimum 
  • Contain grammatical errors
  • Drive consumers to another website 

There are certain mistakes that you’ll want to avoid when writing your descriptions. Giving only the bare minimum, using improper grammar, and lacking enthusiasm, to name a few. Good item descriptions will be detailed without sounding over the top. They will inform potential buyers accurately about each item. Good descriptions will show shoppers why each item meets a specific need. 

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Using Product Descriptions to Improve SEO

A Brief Look at How Your Product Descriptions Can Impact Your SEO and SERP Rank

The content on your website can have a significant impact on your SEO and SERP ranking. This goes for every product description you write as well. You see, each description you create offers you an opportunity to improve the overall quality of the content on your site. This means that the better your item descriptions are, the better you’ll rank on SERPs. That’s why writing SEO-friendly product descriptions is a must in 2020. To write SEO-friendly product descriptions that sell, we suggest following these guidelines.

  • Highlight the key features of an item.

The more key features your items have, the better your competitive edge will be. In today’s highly competitive e-commerce market, this can be essential. Online buyers are usually in a hurry. They’re trying to save time by finding exactly what they need online. You can quickly grab the attention of a prospective buyer by listing an item’s key features within its description. 

  • Understand the ins-and-outs of every product on your site.

Knowing about your products will help you describe them accurately and in detail. You need to know the purpose and use each product so that you can convey important concepts to your readers. You can accurately demo how a product works, evaluate its key benefits, and explain why a customer should make a purchase from your inventory. This can go a long way toward improving your SEO. 

  • Use plain and simple language to optimize search engine matches.

It’s a good idea to think about how your audience will be searching for items online. What are they more likely to type into a search engine? Usually, customers will search for items using simple language. So, if you’re selling large shade umbrellas, you’ll want to include something like “best umbrella for beach lovers” in your item description. This is because a prospective buyer is more likely to Google “best beach umbrella” than “large 5″ x 8″ oceanfront shade umbrella.” 

  • Be informative and descriptive.

While using simple language is important, you also want to have an in-depth description somewhere for each item. This is where you’ll add unique keywords and descriptive language. 

  • Write with direction and distinction.

Using distinct and descriptive language will help differentiate you from your competitors. You want to know what purpose an item will serve, and then get the point across clearly. 

  • Add in keywords strategically.

Knowing what keywords to add for every item you sell is also a great idea. Finding relevant keywords for your item descriptions isn’t difficult. Simply look up a list of the top keywords for 2020 to find out which terms are trending right now. If any of these keywords are relevant to your items, by all means, use them in your descriptions. 

  • Be as optimistic, realistic, and honest as you can.

When you describe your items, it’s wise to be optimistic and realistic. Today’s consumer is smart, thrifty, and well-aware of most sales tactics. To keep pace with your clients, simply describe your items fairly, intelligently, and realistically while using an optimistic tone.

For example, instead of saying “this is the best beach umbrella in the whole entire world,” say something like “This is the best beach umbrella option for families looking to get ample shade. It’s great for sunny oceanside days and can provide sun protection for up to 5 people.” Do you see the difference? Shoppers don’t like feeling as if a website is trying to trick them or lie. Be honest, friendly, and fair. That way, you’ll be more likely to win the favor of your shoppers. 


Guide to Writing Product Descriptions That Sell

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Here’s How You Can Write Better Product Descriptions, No Matter What Industry You’re In.

 In this section, we will discuss exactly how you can write relevant and effective product and item descriptions for your website. That way, no matter what you’re selling, you’ll be more likely to make a great impression on anyone who comes to browse your site. 


Know Your Demographic and Speak to Them Directly

When you’re trying to create product descriptions that sell, you have to know who you’re writing to and what they want. You aren’t trying to sell your items to every single person on the internet. Instead, you’re speaking directly to a specific market. This means that you will have to know your demographic well. When you’re thinking about who your demographic is, ask yourself a few questions. 

  • Is my market made up of men, women, or both?
  • What price range is my market used to?
  • What do my customers really value?
  • How old are my potential buyers?
  • What slang and terminology do my shoppers use? 
  • Is my market looking for specific details in a product?
  • Does my demographic know how to use this product already, or should I add instructions?
  • How often do my customers need to buy my products?
  • Can I add any information to make my customers more excited about a specific product?
  • What subjects should I avoid when talking to my market? 


Use Key Features to Motivate Purchases

Next, you’ll want to think about your buyer’s needs. What motivates them? What concerns them? This will help your shoppers decide whether your products are better than those of your competitors. You aren’t just selling a product, you’re selling a specific product that can solve a real problem in the life of your buyer. Since you’re selling items that can probably be found on 100 other websites, it’s very important to add key features that will motivate your buyers in a unique way. What is special about your specific inventory? Make sure to add details about these important features directly into the text of your product descriptions. 

Stay True to Your Brand in Tone and Voice

As you communicate with prospective buyers, it’s also very important to stay true to your brand. For instance, if your brand sells athletic gear, there’s a good chance that your market will be young and athletic people. How do young and athletic people speak? How do you pitch your brand on your main page? If your brand is informal and hip, make sure that your product information reflects this tone. If your brand is professional and straight-laced, make sure that your product descriptions are too. This will help you establish trust with your shoppers and keep your branding clear and uniform. 

Improve User-Friendly Scannability With Bullet Points and Keywords

 Most shoppers are trying to find specific product information quickly and easily. To make your site user-friendly, you can add bullet points and keywords. This will improve scannability and help your users to have a better experience on your website. When your shoppers have an easier time scanning for information, they’re more likely to stay on your site and thus, make a purchase. 

Be Balanced, Persuasive, and Influential.

As you write your product descriptions, it’s a good idea to be persuasive in tone without sounding overly “sales-ish.” You want to use phrases that are persuasive and influential, but also honest and helpful. Include influential words in the right context and keep them in balance with helpful product information.

Here’s a quick list of some great example words in 2020. 

  • Impressively
  • Now
  • Gorgeous
  • Announcing
  • Introducing
  • Awesome
  • Unique 
  • Revolutionary
  • Unparallelled
  • Magically 
  • Quick
  • Timeless


Tips for Creating Product Descriptions That Sell in 2020

A Few Great Suggestions for Writing Better Product Descriptions to Increase Sales

Now, let’s take a look at some of the best tips to use when writing item descriptions in 2020. Before you know it, you’ll be ready to create awesome descriptions for each and every one of the products you sell. 


1. Speak To Your Audience Clearly and Accurately 

When you know your audience and you know what they need, you can then speak to them more clearly. Tell a story that your readers want to hear. Be clear and descriptive while keeping in mind the unique needs and preferences of your demographic. This way, they will feel as if they’ve found what they were looking for, and it’s just right for them. 


2. Write Unique Descriptions for All Products 

Instead of copy and pasting product descriptions, consider writing unique descriptions for everything you sell. Now, if you’re selling a sweater that comes in three different colors, we aren’t saying you have to start from scratch on each description of a nearly identical item. However, adding in a few lines about how each color stands out may be a good idea. The more descriptions you have, the more you’ll be able to incorporate keywords, new information, and brand-specific language. Remember, each product description is a chance to make a sales pitch. The more descriptions you write, the more swings you’ll get at each target. 


3. Answer Questions Before They Are Asked 

You also want to make an effort to answer questions for your customers before they have been asked. This way, you will give an impression of competence and authority. This will help your potential customers trust your website, your brand, and your products. Think of what questions your potential buyers will have, and start answering them. You may also want to add a “FAQ” section at the bottom of a product category as well. 


4. Use Powerful and Effectual Language 

Using powerful and descriptive language is also a great idea. You can use a thesaurus to look up influential terms and unique words that describe your items. Instead of saying that a sweater is soft, consider using words like plush, feathery, luxurious, cottony, or lavish. 


5. Make Your Descriptions Easy to Read 

As you write your product details and descriptions, it’s a good idea to make sure to use language that’s easy to read. Don’t go overboard with descriptions that are hard to understand. Be colorful, stay true to your brand, and be clear in your writing. 


6. Use Comparisons When You Can 

When you have the opportunity, it’s also a great idea to use comparisons. For example, if you are selling a product that is similar to another product on your site, you may want to reference both product descriptions and compare them in a comparison section of some kind. That way, your customers will be able to see exactly how both items are different. You can also compare your products to other products from your competitors. However, try to avoid being derogatory or aggressive when comparing items in this way. Putting down other companies or being overly aggressive can make your brand look petty or childish. 


7. Don’t Forget About SEO 

Remember, your product descriptions are a great place to optimize your site for search engines organically. You can add keywords, keyphrases, and more! 


8. Have Matching Images For Your Product Descriptions 

Your images should match your product descriptions. This is very important for establishing authority with your potential buyers. Make sure to use high-quality product images that are original, helpful, and highlight the best features of each product. Then, you can create descriptive written content that matches. 


9. Check for Spelling and Grammar Errors 

Spelling and grammar are also very important. If you have typos, spelling errors, and punctuation mistakes, customers may feel like your brand is incompetent. Use a spell check program and be sure that your grammar is up to par before publishing your descriptions. 


10. Cut to The Chase

You also want to make sure to cut to the chase as you write. If your customers have a question, then you should have the answer. If your buyers have a need, be ready to show them that you have the solution. Bullet points, bold text, captions, and overviews in your product descriptions can add to the scannability and effectiveness of each description. 


Wrapping Things Up: Final Thoughts and Considerations

So there you have it! Now you know how to create impressive item descriptions, in-depth product detail sections, and high-quality written content that will help you sell your merchandise. Hopefully, at least a few of these tips will help you out.

Keep in mind that every business is unique in its own way. Make sure to reflect your brand’s individualistic values and goals in your writing. Keywords and search engine optimization are also very helpful when you’re adding written content of any kind to your website. For Ultimate success, keep it clear, keep it relevant, and stay true to your brand. Follow these tips, and you’ll be well on your way to better sales!



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