Writing Product Descriptions That Paint a Picture and Close the Sale

by Emily Retherford

3 min read

Good product descriptions bring your company’s products to life and entice customers to purchase them. They can bring more customers to your website, as Google and the other major search engines prefer well-written product descriptions in their search ranking algorithms. When a person conducts a Google search for a certain product by name, the search engine strives to return highly relevant results that offer the most comprehensive details about the product in question. By featuring dazzling product descriptions on your website, your business can receive a huge boost in its search engine optimization.

The best product descriptions are simple, offer the most relevant information first, feature bullet points and punchy sentences, and use action verbs to show the product at work. Small business retail companies that are successful with product descriptions constantly monitor their efficacy with Google Analytics and make tweaks where needed to improve results.

Keep It Simple

People are notorious for having short attention spans when they’re online. This is why long-form blogs have gone out of fashion and web publishers are emphasizing brevity with their writers, instructing them to produce content with tight writing and short paragraphs.

People aren’t willing to slog through a lot of words. You need to get to the point.

Eschew any words or sentences that don’t directly add value to what you’re trying to say, and be sure to excise filler content: words and phrases like “actually,” “literally,” “just,” as well as adverbs of degree, such as “very.” You don’t need them, and they weaken your descriptions by making them unnecessarily verbose.

Important Stuff First

Even with simplified content, some readers still won’t get through it all. Instead, they’ll skim the beginning of each bullet point or sentence looking for the most relevant information – so that’s where you want the most important stuff.

Highlight the most relevant information first by using the inverted pyramid structure. When outlining your description for each product, draw an inverted pyramid and write the most important facts about the product on the widest layer at the top. Work your way down, filling in the pyramid with additional details in order of importance.

When you write your product descriptions, start with the top pyramid layer and continue down. Once you have one or two layers down, all the information you need is there, and you can leave out the remaining minor details.

Bullet Points and Short, Punchy Sentences

A great way to keep readers’ fickle attention is to forgo paragraphs and opt for bullet points and short, punchy sentences organized into itemized lists. Research has shown that this format keeps readers’ attention more effectively than having big blocks of text on the screen.

Bullet points are easy to integrate with the inverted pyramid structure. Simply transfer the information in the top pyramid layer to your first bullet point, the content from the second layer to your second bullet point and so on. You don’t even have to worry about how your content flows or making smooth transitions from one sentence to the next.

Action Verbs

As anyone who has ever worked in sales has probably heard from a manager, telling isn’t selling. Offering a long list of your product’s attributes might educate potential buyers, but it doesn’t show them how the product fits into their lives or entice them to purchase it. It gives them information to digest and potentially compare with competitors’ offerings. Good action sentences bring the product and all its features into the customers’ lives and let them know why they need to buy today.

Action verbs should appear at the beginning of your bullet points to have the best effect. For example, if your product is a personal training smartphone app, “Shred your body with dozens of easy-to-use workout templates” allows potential customers to visualize developing a leaner, more ripped physique using your product.

Google Analytics Tracking

Even if you follow this advice, you might not hit a home run with your product descriptions on the first try. No matter how good your results are, improve them by making tweaks based on what is working and what isn’t.

Google offers a free and easy-to-use platform for small business marketing that allows you to track your results. With Google Analytics, you can find out which product descriptions are resulting in the most sales and which are providing disappointing results. Over time, by tracking your results with Google Analytics for small business, you can optimize all your product descriptions to deliver the highest possible conversion rates.

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