Hello there, you smart and savvy small business owner! Today, we're going to take a deep dive into the art of crafting compelling product descriptions for your website. Stick with us on this journey, and we'll transform your product pages into a digital salesforce that never sleeps, working round the clock. If you would like other helpful guides and tips sent straight to your inbox, join our newsletter community of small business owners!
What’s the deal with Product Descriptions?
Writing an effective product description can seem like a daunting task, but it's a crucial part of selling your products online. Think of it as your electronic salesperson, singing the praises of your product to potential customers who can't physically see or touch it.
Keep it fun, friendly, and chock-full of useful information. Remember, your description is where your customer will turn to in order to understand what your product can do for them. So, don't be shy! Tell them how awesome it is, why they absolutely need it, and how it will make their life better. We're rooting for you, small business owners! Now go forth and write some killer product descriptions!
The Who, What, When, Where and WhyLet's get to the heart of the matter - what exactly is a product description? Well, it's far more than just a list of features or a dry technical spec sheet. It's your
golden opportunity to build a connection with your customers, to weave a captivating story about your product, and to explain in no uncertain terms why they absolutely need it in their lives.
Before you even put pen to paper, or rather, fingers to keyboard, you need to think long and hard about the who, what, when, where, and why of your product. Who exactly is it for? What problem does it solve? When and where would your customer use it? And perhaps most importantly, why should they choose your product over the competition's?
Provide a Combination of Formats
Don’t restrict yourself to a single format when writing your product descriptions. Feel free to mix it up a bit! Start by telling an engaging story about your product, something that makes it relatable and creates a connection with the reader.
Then, you can switch gears and use crisp bullet points to highlight the key features and benefits. This dual approach caters to both those who love a good narrative and those who prefer just the facts, straight up.
Provide All the Necessary Information
Be thorough and provide all the details your customers need to make a purchase. This not only includes the technical aspects and measurements, but also the nitty-gritty details about how to use the product, any care instructions, and important warranty information.
Don't be Afraid to Boast
Now, let's have a chat about bragging. In the world of product descriptions, it's not only allowed—it's heartily encouraged! Shout from the rooftops about any awards your product has won, share rave reviews it's received, or highlight the innovative features that set it apart from the rest.
Sensory words are a secret weapon of sorts when selling online. Since your customers can't physically touch or try your product, use words that paint a vivid picture and evoke the senses. Describe how incredibly soft your hand-knitted scarves are, how delightfully refreshing your organic lemonade tastes, or how heavenly your hand-poured candles smell.
Goals and KPIs to Measure Success
Setting tangible goals and Key Performance Indicators (KPIs) is a smart move that can help you measure
the success of your product descriptions. Are they leading to an uptick in sales? Are customers spending more time on your product pages? Keep a close eye on these metrics and don't hesitate to tweak your descriptions based on what you find.
Be the Real You
Bring your authenticity to the table. Write your product descriptions as if you're having a friendly chat with a customer in your store. Infuse your brand's unique voice into the text and keep the tone conversational and inviting.
Remember, your product descriptions are far more than just words on a page. They're your chance to connect with your customers on a deeper level, to share your story, and to showcase the love and care you pour into your products. So go ahead, let your passion and enthusiasm shine through your product descriptions. If you'd like to work with an expert to get your website just right, we'd be happy to help. We're right here, cheering you on!