The way you describe the products and services you offer can make or break your brand. If you can’t give customers the information they want to know about your products or services, they’ll probably buy from your competitors. Furthermore, if you can’t effectively convey the benefits of your offerings over your competitors’ products or services, you’re unlikely to make sales. Wondering how to avoid these mistakes and write good product descriptions? We’re here to help. Here is a guide to writing product and service descriptions.
Write Descriptions that Appeal to Your Target Audience
Knowing your target audience is the basis of effective marketing. If you don’t know who you’re marketing to, it’s hard to make any sales at all. Product and service descriptions, just like any other type of marketing, are far less effective when written without an audience in mind. Think about your audience’s needs and wants before writing your description. Then, when you create your description, make sure that it shows how you are meeting your customers’ needs.
Include Important Details
When shopping online, sometimes people choose to forgo a purchase because they simply don’t have enough information about the product. When your description lacks important details like how big a product is or how long it can be used for, people are unlikely to purchase your items. Remember that since people can’t interact with a physical object when shopping online, they only have the information you provide them. Your product can’t speak for itself on the Internet. It’s up to you to do a good job describing it.
Add Informative Photos
Written information isn’t the only thing you need to include in your description. Photos are vital too. After all, they say a picture is worth a thousand words. Add pictures that clearly show what your product is or what your service provides to your descriptions. For example, if your company provides home renovation services, you may want to include before and after photos on your website. When photographing your products, take pictures from various angles so people can get a better idea of what the front, back, sides, and bottom of it look like.
Highlight What Makes Your Brand Unique
After writing a basic, informative description of your products and services, take a moment to think about what sets you apart from your competitors. Then, add a few bullet points or sentences illustrating why your product or service is unique. While it’s important not to make over-the-top claims, it’s okay to brag a little. Impress visitors to your site and make them want to purchase from you.
It can be helpful to think about how you’re describing your product or service in terms of features and benefits. Features are basic facts about what your product or service does. They provide your customers with a general idea of what you are selling. Benefits are how the product or service is useful to customers. You have the chance to show off a bit when you discuss benefits. You can emphasize the advantages of buying from your brand and demonstrate that your company is great at what you do.
Make Sure Information is Well Organized and Easy to Read
If the content on your website is hard to read, visitors will click away quickly. Many people dislike reading large blocks of text. It’s best to start off with a few sentences introducing your product. Follow your introduction with a list of bullet points describing the basic features of and important information about your product. Finally, you can end your description with a couple of sentences showing off the benefits and unique aspects of your product.
Optimize Your Descriptions for SEO
Even if you write informative descriptions, they won’t be of any use if potential customers never see your website. In order to avoid this, optimize your descriptions for SEO. Do keyword research and include the keywords you found in your descriptions. Some tools you can use to perform keyword research are Ahrefs and Google Keyword Planner. In addition to the text body of your descriptions, it’s good to include keywords in headings, titles, and metadata descriptions.
Let People Ask Questions
Sometimes, people have questions that you didn’t anticipate being asked when you wrote your product or service descriptions. Make it easy for potential customers to ask questions about a product they’re interested in. Below your description, you can add a statement like “Any questions? Contact us here!” and direct people to your customer service email. You can also post questions that you’ve been asked in the past on a Q&A page for everyone to see.
Let Customers Leave Reviews
Everyone expects you to say that your product or service is awesome. You’re more credible and believable when your customers think so too. Let them leave reviews on your website! The information provided by fellow customers is often seen as more valuable than the information provided by companies. You can incentivize your customers to leave reviews by offering them a small discount on their next purchase in exchange for doing so.
Don’t Forget to Proofread and Edit!
Before letting your product or service descriptions go live on your website, make sure to proofread them. Even better, ask someone on your team to look over them too. A second pair of eyes can help find typos and grammatical mistakes that you might miss. While everyone makes mistakes, it’s best to ensure that the content on your website is as error-free as possible. Potential customers will think that your brand is unprofessional if there are many mistakes on your website.
