What is a product description?
A product description describes a product’s value proposition to noumenal customers in a marketing copy to generate sales. A compelling product description provides customers with details around features, problems it solves, and other benefits. Providing key product details is crucial in differentiating your e-commerce site from your competition and compelling a shopper to click “add to cart.” A product description’s quality can make or break a sale, especially if it doesn’t include the information a buyer might need to make a buying decision.
Product description writing services.
Product descriptions are similar to storytelling or psychology. A skilled writer providing product description writing services incorporates the elements of both journalism and prose writing. All products exist to improve the quality of life of a customer in one way or another. Therefore, a product description writer should make the purchaser instinctively imagine having each product in hand, using and enjoying it.
How to write an epic product description to sell.
- Write your own copy and avoid using manufactures product descriptions to avoid a penalty by Google for duplicate or thin copy.
- Make your product description scannable and easy to read by using a prose paragraph with two sentences followed by bulletins to allow customers to receive information quickly and add to the cart smoothly.
- Know your target audience for your product description copy and use appropriate and suitable descriptions well suited to the product.
- Use keywords relevant to the product and a tool like an SEO checker on your store for optimizing your product descriptions.
- Use your product descriptions to tell a story; product benefits, why customers need the product to solve their problem or just an entertaining story about the product.
- Slit test your product descriptions to test for formats, lengths, and words to optimize your pages for increased conversion rates.
- Read over and spell-check your product description to ensure it is free of errors and typos.
- Offer all details to ensure the customer has all the information they need to focus on to make a purchase.
Top skills for product description writers.
- Solid understanding of SEO.
- Strong research skills.
- Organizational skills.
- Ability to get focused and meet deadlines.
- Adaptability.
SEO ContTen Amazing Tips for e-commerce product description writing that helps to grow sales.
A product description plays an important role in generating e-commerce sales. A skilled product description writer knows what to say, the best format to use, how long product descriptions should be, and how to make them rank high in search engines.
To provide great product description services, a skilled writer takes the time to create a template to accurately describe the best items and knows how to use the following steps to craft the best product description that will drive sales.
Think about the who, what, where, when, why, and how to get across the facts before writing product descriptions. That is;
Who is the product for?
The target audience could be a lifestyle demographic like car enthusiasts or expectant mothers, an age group like university students, or a gender either male or female.
What are the product’s basic details?
This includes the function and the product features, material, or its attributes like dimensions.
Where is the product used?
Indoor or outdoor, at home or in the car? A skilled writer should clearly indicate what the product is meant for the purchaser.
When should the product be used?
It is very important to point out if the product is used every day or year-round or used during a certain time, seasonally or for a specific occasion, to speak to its long-time value.
Why is the product useful or better than its competitors?
This includes the product features, quality, value, and benefits to the customers. Using images at this point helps compliment the product copy.
How does the product work?
A skilled product writer knows this is not important to every product, but it’s a must-have for anything with moving parts or electronics.
Determine the best format to describe the products.
After creating a template, a writer determines the best format to use to present the information. Writing a paragraph, two to three sentences, to engage the shopper’s emotions or imagination about the product is the first step. Set the scene and help the shopper realize why up to this point, their life has been incomplete without the product.
Follow some bullet points with short phrases, like features and specs, like dimensions, to cover the most important product particulars. The bulletins are quick and easy to read, especially for shoppers who only scan texts on websites. In addition to that, being a little creative is key to establish a personality and tone for the brand. This voice permeates every aspect of online marketing: social media, SEO, paid touch.
A skilled writer understands that a unique and compelling copy makes the product relevant in every search engine and other marketing mediums that value original content.
{paragraph of prose} + {bulleted list of specs or product features}
={Engaging product description}
Choose goals and key performance indicators (KPIs)
Writers offering product description writing services set goals to measure their success of the product descriptions they write. Although it’s not a quick process, writers who are committed and use the above-mentioned basic formula in writing product descriptions reap a variety of benefits; an increase in conversion rates, decrease in cart abandonment, a lower return rate, fewer calls from shoppers, and an improvement in organic search rankings.
Make a short and sweet product description copy.
A great product page layout combines conversational paragraph-long descriptions and quick bullet points on need-to-know specs to convey the most important information concisely. A perfect example is Onzie’s product page, as shown below.
Tell a story.
Excellent product description writers use backstories particularly special to them to add more characters to an item, engage their audience, and win hearts and minds. Chances are, the story will particularly be special and endearing to them as well. Son of a sailor is a product page that uses storytelling to its advantage.
Don’t be afraid to boast.
Skilled writers take the basic product description writing formula a notch higher to tell a better story by including tidbits of information that prove why the product is better than the rest in the short product description paragraph. Could it be because the product is handcrafted, or the years of testing or is it differentiated through the founder’s expertise? Whatever the case, call that out. Kap7’s product page is a perfect example.
Get technical to win trust.
When writing about a technical product, a skilled product description writer should prove their brand’s expertise in the industry to the customer by providing possible details they need to know before they even ask.
Know when to show and not tell.
Every skilled writer knows that a text isn’t always the best way to describe a product and, therefore, simplifies to avoid being wordy. Images carry weight and are better remembered by customers; showing a visual to explain exactly what it does is important.
Know when to show, tell, and describe.
Product description writers use videos to showcase how to use a product as it’s an extremely effective way compared to graphics alone. A skilled writer knows that most brands use graphics, videos, and texts in their product pages to drive a point home and therefore strive to give the best to drive sales.
Be unique.
Every industry and online business is unique. A short paragraph on the description copy is a best practice. However, a skilled writer should know when it isn’t what the target purchasers want. Pull out all the important content and find engaging visual ways to get all relevant information to the customers. The buyer’s persona should inform the overall form and approach towards your product description.
Optimize the content.
A skilled product description writer understands the importance of using SEO best practices and keywords relevant to the website’s product. Including the product’s name on the website is a great idea.
How much should a product description writer charge?
It’s important for a person offering product description writing services to quote a per-item price to avoid projects that grow in scope but not in the budget. Be sure to figure out the approximate length, the number of sentences, and the words each product description will be and include that specification in the quote.
For example, if you write 10 product descriptions per hour and probably keep descriptions to 1-2 sentences and typically charge $50 per hour, you’d probably want to charge $5 per description. Before providing the quote to the client, it’s important to ask yourself if the fee is reasonable, how much you need the job and how long it will take to write.
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