How to Write Product Descriptions: 5 Tips

In the world of E-commerce, a well-crafted product description can make all the difference between a potential customer leaving your product page and making a purchase. A good product description not only informs the customer about the product’s features but also describes how the item can improve their lives.

You also can’t have a product be a surprise to the customer. They need to know exactly what they’re purchasing, and any sort of uncertainty can cause issues. In this blog, the Dirxion team will look at five tips to help you better understand how to write product descriptions to improve sales.

Know Who Your Audience Is

Before you begin writing a product description, take some time to fully understand your target audience. What are their needs, desires and pain points? Tailor your product description to resonate with them.

If you’re selling machinery to engineers, then you should focus on the technical aspects of the product because that is what they will care about most. You’ll want to highlight nutrition information if you’re selling healthy snacks to health-conscious consumers. If you speak your audience’s language, they’ll be more likely to engage with your product descriptions and potentially make a purchase. It’s important to understand your ideal customer whether you are selling your product B2C or B2B.

Highlight Unique Selling Points

Unique selling points (USPs) are exactly what they sound like. They are the features of a product that are unique and that a customer won’t find elsewhere.

Most products have something unique that sets them apart from competitors. Whether it’s innovative technology, the materials used or unique features, you’ll want to make it a point to highlight these USPs. Go into detail about how these features can solve a problem or fulfill a need for the customer. If you don’t differentiate yourself from similar products, then consumers might not have any reason to consider purchasing your product. The same goes for B2B sales.

Keep it to the Point

In the age of shorter attention spans, it’s key to give information in a concise and easily digestible way. Break up your description and information into short paragraphs, bullet points and subheadings (if the formatting allows for it). This makes it easier for readers to skim through and find the information they’re looking for. Avoid lengthy paragraphs that could overwhelm potential buyers and cause them to lose interest. If consumers can’t find the information they need, then they will likely pass on your products.

Highlight the Benefits, Not Just the Features

Your product descriptions must follow a feature and benefit format. Just listing out features is not nearly enough information for your potential customers. They will want to know why the features actually matter.

While listing product features is important, it’s the benefits that provide the important info. Highlight how your product solves a problem and why specific features are so important. For example, instead of just saying a machine has a specific type of motor, explain how that motor makes the machine perform better.

Address Potential Customer Questions

Anticipate and address potential questions or concerns customers might have about your product. For example, if you’re selling a premium item, you can acknowledge the investment but explain why your product is worth the cost.

You can find out what concerns or questions a customer might have by reading reviews and frequently asked questions for other similar products in your product category. You might find out that certain features and benefits matter more than what you planned on discussing.

Other Tips

  • Write in a way that is consistent with your brand voice and image.
  • Optimize your descriptions with Search Engine Optimization (SEO) techniques and terms in mind.
  • A/B test different product descriptions to see what works best.

Dirxion Is Here for You

Writing effective product descriptions requires a combination of everything we’ve mentioned in this blog. By utilizing these techniques, you can create product descriptions that will inform your customers and drive them to make a purchase. Knowing how to write product descriptions can boost your E-commerce performance.

Dirxion has been creating top-quality digital catalogs for over 27 years. If you’re ready to create your first catalog, or you’re looking to make impactful updates, the expert team at Dirxion is ready to help you out.