When it comes to product descriptions, using dry copy riddled with bullet points is common practice. This is true because no one likes to write them. It’s a dull, tedious and overtly time consuming task we’d all love to outsource if we could.
As painful as it can be to create unique descriptions for every product you sell online, you should never underestimate the value that comes from doing them well. Product descriptions are vital to the overall success of your business. They are widely depended upon for SEO and act as an online store owner’s primary tool for conversion optimization.
So how can you take the seemingly boring task of writing product descriptions and elevate it into something -- what’s the word -- intangible to your online store’s continued success? That's easy... read the rest of this article, of course.
Below you will find a list of writing tips to employ when creating product descriptions for your 3dcart store. This list has been carefully designed to help make your descriptions awesome so you can outshine the competition. Follow it's advice and your online business will perform better on search engines and its conversion rates will skyrocket. Fail to embrace it and your store won’t go belly up but it won’t thrive either.
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How to write awesome product descriptions
- Write like you speak and edit what you write. Copy errors are widely noticed, and if your product descriptions are littered with mistakes, those mistakes will cost you money.
- Inject personality into your words even if you lack one IRL (just kidding). Seriously though, compelling copy isn’t dry, it isn’t boring, winded, pushy or self-centered. It is, however, light-hearted, informative, targeted, poignant and anecdotal.
- No one is coming to your website to digest a novel, so keep your descriptions succinct. Why use 150 words when you can say the same thing in 75?
- Speak to individual shoppers rather than the group. Writing for a wide-audience often yields general statements and general statements are boring.
- If you find copywriting tedious and painful, your descriptions will reflect that. So rather than write for the mere sake of writing, have fun and be creative.
- When we used the word anecdotal in the second bullet-point, we meant it. Create copy that tells a story and draws shoppers in. Hook them early and watch your conversion rates jump. Fail to peak their interest and they will bounce from your website without buying anything.
- Don’t use bullet points. There is a time and place for lists, but when it comes to product descriptions that time is never and the place is nowhere.
- Use key SEO terms every chance you get without forcing the issue. Your product descriptions need to be enjoyable to read, targeted and informative. You cannot, however, sacrifice these things for SEO’s sake.
- When creating product descriptions, be sure to use long-tail keywords. So if you sell Ray-Ban Sunglasses in your online store it literally pays to describe them down to the last detail. So rather than saying something along the lines of “check out these new black Ray-Ban Sunglasses,” instead say “check out these brand new Ray-Ban Aviator Sunglasses in black with a chrome, wire-rim finish.” Doing so will go a long way to help you achieve SEO.
- No one expects you to create product videos for every item you sell online, but it’s always a good idea to feature a few alongside your best-selling merchandise.
Now that you have some tips to work with, let’s take a look at a few real-world examples of product descriptions that pop. The following stores all use 3dcart’s robust ecommerce software and they've been chosen for you to draw inspiration from when creating/revamping your own product descriptions.
Front and Company
Why it’s awesome: Compelling, descriptive language make this copy – and its product – shine. The copy is lite, informative, fun and easy to read. It does a great job of selling the product without hitting you over your “Zombie Head” with marketing mumbo-jumbo. This is a solid example of what to strive for with every product description you create.
Why it’s awesome: Starting your product description off with a question is a great way to hook shoppers. After reading the first sentence, you’re enticed to learn more and the rest of the description does a really nice job of using playful language and extended metaphors to keep you engaged and interested. I don’t even need a new corkscrew, but after reading this description, I kind of want to buy one!
Why it’s awesome: Not only does this product description speak to individual shoppers, the language used is playful and fun. The description offers everything needed to make an informed purchasing decision and does so without boring bullet-point specifications. Also, linking to a similar product inside the description is always a good idea as it will help with SEO and drive additional sales.
Why it’s awesome: While not overtly anecdotal, this product description is very well done. It not only offers detailed product specifications, it also provides a few words on practical use; words that help entice consumers to pull the purchasing trigger.
Why it’s awesome: Descriptive, informative and SEO friendly, Ideal Baby shows us all how to write a killer product description without injecting a boat load of unique personality. This particular description may not sing creativity, but it does an awesome job speaking to the shopper while also highlighting key product features.
Why it’s awesome: It speaks to the shopper, which is likely a new mom. It offers product specifications without bullet points, safety information and buyer reassurance by creating a situational-use breakdown. Filled with personality, this description is solid from top to bottom.
Like it or not, writing your own product descriptions is time consuming. But hey, you’re the one who decided to open an online store and with that comes the need to fill its pages. In addition to product descriptions, you’re also responsible for generating marketing copy, which includes but is not limited to emails, newsletters, social media updates, return policies, call to action buttons, promotional banners, PPC ads, etc. The list goes on. And unless you have a few copywriters on staff, the joyous task of creating all this falls upon your shoulders.
When you sit down to write something for your business, take your time, come up with a game plan and make it compelling. Hook your readers early and you’ll soon reap the benefits. Fail to peak their interest or write copy that creatively sells and your business growth will suffer. It's that simple.