Estimated reading time: 7 minutes
It’s no secret that your website copy has a direct influence on conversions. After all, the only way your audience can judge your products is through the information you provide. Today we are going to talk about writing product descriptions that sell. If you are still wondering what to sell in the first place, check some trending products in 2021.
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When writing product descriptions, you need to keep this in mind. You want to create pages with text and images that inspire people into considering, evaluating, and finally purchasing your products. Still, you also need to be aware of the dangers of overselling. What good is a high revenue one month if it leads to dozens of negative reviews by disappointed customers the next?
Writing exceptional copy that reflects your product quality and the values of your company isn’t that difficult. Yes, it takes time, research, and a willingness to adapt – but it’s a job deserving of your focus and attention.
So, if you’re ready to take your product descriptions to the next level, the following tips are sure to help you stand out from your competition and boost your sales (with the right audience).
1. Pay Attention To Readability
One of the worst writing mistakes is making your product descriptions too complicated for your visitors to understand.
It’s only natural you want them to be well-written, and to stand out, but consider the people reading the text. Chances are, they’re just regular folks, trying to find a great product without having to reach for a Thesaurus.
When writing your copy, check out how it ranks in terms of readability. There are several tools and plugins you can use for this purpose, from Yoast to the Hemingway editor app. To make sure everything is correct, you can even check for the readability score in Grammarly, which will give you suggestions on how to polish any text to perfection.
Remember, try to keep your Flesch reading ease score above 60. Keep your sentences short and don’t use too many difficult words. This way, anyone aged 13 and up will easily understand what you’re trying to say, minimizing your bounce rates and maximizing the chances of making a conversion.
If you’re looking for inspiration, take a look at how Apple approaches their product descriptions. Describing the trackpad on the new MacBook Air, their writers keep things simple, to the point, and easy to understand by anyone over the age of 12.
2. Research How People Look At Pages
One of the downsides of living in the 21st century is that our attention span seems to be shorter than ever. According to data, the average time a person can concentrate on a single thing is down to just eight seconds. So, your product descriptions need to pack a lot of punch in a little amount of text.
Another thing to keep in mind is that people only tend to read 20% of the text on a page. This means that your content needs to make great use of visuals, and it needs to be skimmable.
Eye-tracking studies show that there are four main text scanning patterns in which people view pages:
- F-pattern – Fixating on the words at the beginning of lines, located towards the top of the page.
- Spotted pattern – Web visitors focus on specific words that stand out or are related to what they’re searching for.
- Layer-cake pattern – Users scan headlines until they find what they’re interested in, then read the accompanying text.
- Commitment pattern – Users read the entire text.
What this data shows is that you need to direct people’s attention. Use headlines, bullet points, and break up text with visuals. This way, you’ll draw attention to the features you want to point out, like in this example by mattress manufacturer Amerisleep.
3. Stay True To Your Voice
Nothing will resonate with your target audience as well as authenticity. So don’t try to be something you’re not. Instead, look for ways to let your product descriptions show who you are.
Ultimately, your goal is to find like-minded customers who appreciate the things you bring to the table. These are the people who are going to increase your average order value and turn into a loyal following. And your copy can play a huge part in your retention strategy.
Find ways to be original, to show your company’s values, and to appeal to your target audience. It doesn’t have to be all rainbows and unicorns. As you can see in this example from dbrand, brutal honesty and a cheeky tone can work just as great.
4. Take A Customer-First Approach
Always remember who your readers are. In the end, you’re writing for them, not for yourself.
What do visitors want to know about your products? What do they gain by making a purchase? How can they expect to feel when they use what you’re selling?
There are many ways you can achieve this on your product pages. You can focus on benefits, describing how your product can solve users’ problems. Nike does this particularly well, by focusing on problems and offering solutions.
Or, you can appeal to the senses. Sometimes, it’s OK for product pages to concentrate on subjective experience, like in this example from Cloud & Victory. Though not as precise as the example from Nike, this product page still offers insightful information, all the while retaining the brand’s unique voice.
5. Don’t Oversell
One common mistake that retailers tend to make is overselling their product. You know the drill: every new iPhone is “the best iPhone ever made.” And although a brand with as big of a following as Apple can afford to use that type of language, most businesses need to make sure they manage customer expectations.
One thing to stay clear from in your product descriptions are promises you can’t fulfill. So, instead of setting yourself up for negative reviews, why not turn to honesty and accuracy? If your t-shirts run small, say so. If there are shipping delays due to unforeseen circumstances, make sure shoppers know it. It’s always better to promise less and deliver more than for you to find yourself in the reverse situation.
And one more thing. Don’t forget about the value of social proof on your product pages. For one, it can help visitors decide whether your product is the right choice for them. But even more, it can allow you to create opportunities even out of bad customer experiences.
Final Considerations
The language you use in your product descriptions can have an enormous influence on your conversions, and even more, on your customer experience.
But, while you’re brushing up your product pages, don’t forget to pay equally close attention to SEO and website design. Because no matter how well you describe what you’re selling, it won’t convert unless you maximize reach and use well-placed CTA buttons to drive the message home.
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