How to write a description of the product to increase selling on your site


The potential shopper is now in your website, looking for the proper service or product that meets his/her necessities. The one factor that’s left for the shopper is to click on on the “add to basket” button. Nonetheless, the way to persuade the particular person to do it? Truly, it’s not laborious to pry out the reply. Absolutely you recognize it, do not you? Reply is a promoting product description, which is a key to your profitable enterprise.


Regardless of its monumental energy, an efficient product description will be actually troublesome to create. So what is the catch? Firstly, let’s give you the definition.

A product/service description is a advertising textual content that explains the sense and advantages of a product/service. Attributable to advertising copy a buyer realizes the explanation why he/she should purchase one thing in your website. Nonetheless, the errors in descriptions are fairly frequent. Furthermore, they proceed to repeat at instances. The primary ones are product/service options.

Take into account that individuals purchase from folks, not from search engines like google. Consequently, optimizing for SERPs must be as passable as potential. Is there any answer to keep away from them and make an ideal product description that will increase your gross sales several-fold? With out hesitation, our reply is “Sure”.

Let’s check out 6 easy-to-follow recommendations on product description writing that can allow you to to extend promoting in your website.

1. Focus in your ultimate shopper

Writing an outline of the services or products with a big crowd of shoppers in thoughts…please cease earlier than it is too late. Such an method is certain to fail. Your shopper isn’t one thing summary. Consider it. Is it potential to promote your product to an summary substance with out identify, age, physique, wants, needs, emotions and something and every little thing that makes human beings human? Now we have enormous doubts about that.

That’s the reason your goal purchaser must be as actual as your grasping cat that wakes you up within the early morning. Simply think about a selected particular person out of your core viewers, his/her profile image, and take into consideration what your face-to-face dialog within the workplace/store/instructional heart would appear like answering such questions as:

  • What does your excellent buyer joke about (and does she or he even have humor)?
  • What phrases does she or he use in on a regular basis speech?
  • What phrases does she or he hate?
  • What questions would she or he ask concerning the product?

Take down these imaginary solutions of your potential purchaser and use these patterns on the positioning in order that your product description might be near the shopper and set off solely optimistic feelings encouraging him/her to purchase the product instantly.

2. Keep away from the generalizations

It occurs {that a} copywriter would not know what else to jot down a couple of sure product, which makes him/her  sin of such phrases or phrases as “high quality product”, “client-centric method”, “new-generation insurers (fridges, microwaves and so on.)” and even of complete sentences like “spotlight execs and conceal cons”.

As quickly as your potential purchaser sees these phrases, he/she with 100% confidence thinks: “Sure, in fact, everybody writes like that”. Have you ever ever seen a vendor describing the product high quality with the phrases like “common” or “not ok”?

Quite the opposite, be particular: what makes your product distinctive? How does it stand out from others? A very powerful factor is the main points. They make the product extra tangible and comprehensible, and it enhances buyer`s confidence in your organization.

3. Clarify in particulars what’s the product worth

Individuals need to know which of the properties listed in your website might be helpful with the categorical intention of them. Subsequently, it’s important to emphasise the advantages of every product function. Do not promote the product, promote the expertise. Solutions to the questions will assist to establish the product`s benefits:

  • How can your product make folks happier, more healthy or extra productive?
  • How can it make their life simpler?

Do not attempt to idiot the folks with unfair advantages, in any other case what you are promoting will not exist for a very long time. Regardless of the world`s recognition of the phrase “Nothing private, it is simply enterprise”, it is extra essential to stay human.

4. Present the proofs of the product advantages

Proof of the product benefits is far more attention-grabbing for the shopper than the easy itemizing of its advantages. If you don’t agree, simply put your self in your shopper’s place. As an illustration, would you wish to learn what an exquisite insurance coverage firm EKTA is? Does it imply that if the insurer`s website claims that the corporate is dependable, it’s undoubtedly true? It isn’t fairly so, as a result of the audit studies, present score certificates, conclusions on figuring out the monetary stability score, and buyer evaluations on firm`s service are extra evident.

Remember that your website ought to present actual proof {that a} product is the best or most superior in its line and even in the entire phase.

If there isn’t a proof, utilizing superlatives within the description of the product is a failed thought. The higher possibility is to offer an actual evaluation of your glad buyer who wrote that heshe thinks your product is the very best.

5. Enchantment to your patrons` creativeness

Latest scientific analysis has proven that when folks maintain a product of their palms, their willingness to buy it will increase by a number of instances. Presently, essentially the most a part of the enterprise is working on-line, so your greatest weapon is creativeness. In different phrases, it’s best to have an effect on your patrons` creativeness.

It may be completed through the use of top quality pictures and movies. Let your clients think about what it might be wish to personal your wardrobe, to put on your footwear or to be insured by your dependable firm. Begin with the phrase “Think about…” and finish the sentence (or the entire paragraph) with an evidence of how your reader will really feel, utilizing your product/service.

6. Make an outline straightforward to learn

Simply be affected person for just a little longer, expensive associates. The final however not the least paragraph of our article might be transient, although very helpful. We`ve already mentioned the problems on clients’ profile photos, writing model and different necessary recommendations on the way to create a promoting product description. Now, it’s time to speak about your internet design. Reply the query yourselves: does your internet design encourage web site guests to learn your product descriptions? Test yours.

Options of excellent design:

  • clear, eye-catching headings;
  • easy-to-scan bullet factors;
  • lots of empty white area;
  • elevated font measurement for higher readability.


A convincing product description will increase gross sales. Share your data of your manufacturing, clarify the worth of the product advantages and supply their proofs. Strive to not be boring and delight website guests with seductive descriptions. Make your website to be just like viruses: folks ought to actually need to share it.

Creator: Isabelle Jordan is a enterprise and advertising journalist at Ekta insurance coverage firm. She writes for various information portals and thematic blogs that helps her keep on the coronary heart of the journey and insurance coverage information. Such work provides her the chance to jot down articles on essentially the most related subjects of as we speak.

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