How to Write High-Converting Content for Product Descriptions

The first few sentences can be determining. You need to give users a good reason to keep reading. That’s why you should begin with crucial information about the product.

For example, Tom Dixon lures in the potential shoppers with an easy-to-read flow of sentences that are both enjoyable to read and provide readers with information about the high-quality furniture’s structure.

Tom Dixon Flash Table Circle Chrome product description

Those first lines should help users understand the product. They should be able to spark their interest and make them wish to further explore the product.

Creating a template that can be both generally used and personalized for some products can be a huge time-saver.

What a template brings to the table is a pre-prepared content skeleton that will provide shoppers with some consistency across your product description. On the other hand, you should leave enough room so that you can adapt the template to a variety of your products.

Such a template should include:

• Sectioned information;
• Bullet points;
• A place for visual content;
• Scannable structure.

Scannable structure refers to a content template that will help the users grasp what your product is about with a quick glance over the product description.

Let’s use Yankee Candle description to exemplify the potential sections of a product description template:

To carry this out, you first have to know who your target audience is. You’ve probably already conducted the market research and target audience research, so make use of that information. 

Based on your audience’s age, gender, interests, educational background, and other details, come up with a tone of voice that will resonate with them. 

Personalization is a big factor in successful marketing content. Reports show that 88% of U.S. marketers reported seeing measurable improvements due to personalization.

The personalization of your product description can come in the form of the tone of voice and language style that is suitable for your target audience. 

Just take ShoeBacca product descriptions that always have a casual and friendly tone of voice. They sometimes slip in a touch of personalized information such as writing that Windy Mule Sneakers are great for “wearing it across campus.” 

ShoeBacca Windy Mule Sneakers product description

Do some research on what type of keywords are mostly used for searches in your niche. Based on your findings, you can pinpoint the keywords that can bring you more traffic.

For example, online retailer Overstock.com giant saw an 84% increase in organic traffic within one month by using OneSpace services to optimize the product descriptions on 10% of its top-converting pages.

Embedding keywords in your product description is highly useful in terms of SEO, but it is also a tricky job. You have to make sure that you don’t affect the description’s readability and quality.

Conduct this process by surfacing the keywords first with the help of your chosen keyword research tool. Then, while you write the description, add some of those keywords when you spot an opportunity. 

What troubles many copywriters is how long the description should be. The answer is – not too long to bore the readers and not too short that it lacks information.

So, how do you achieve that balance?

Simply aim to provide all necessary information and pack it into engaging content. Never omit crucial features or benefits for the sake of keeping the description short. 

However, you shouldn’t add irrelevant keywords or include unnecessary details. If you don’t feel confident in your choice of information, you can consult writers from writing services such as TrustMyPaper and Classyessay. They can help you write or edit the product description to reach that mix of informative and engaging content. 

Apply the “short and sweet” rule to words, sentences, and paragraphs. Why is this relevant? Because it makes content more digestible.

Short words don’t literally refer to a few letter words. They mean that you should aim for simple words that everyone can understand. Omit complex words unless you write for experts in a certain industry.

The aim is to make the content easy to read as well as to make the information easy to find. Here’s a good example from Zumiez:

Zumiez Vans x The Simpsons Check Eyes Bucket Hat product description

While listing features is essential information, benefits have a better chance for converting users. 

A copywriter and contributor writer at GrabMyEssay writing service, Bridgette Hernandez, explained why including benefits in product description matters. “Creating an image of how people’s lives will be better thanks to your products is incredibly powerful. For example, an elastic t-shirt can “conform to your body shape,” or a dimming bedside lamp can “make reading a book before bed more relaxing.” Benefits put your product in a real-life setting,” said Jeffrey.

Paint a picture to the readers of what the product will do for them. They will be more open to purchasing the product if they can picture it in their life. 

Take a look at how Helly Hensen does it:

Helly Hansen ODIN 3D AIR SHELL JACKET product description

This product description perfectly accentuates how customers can benefit from the product in different situations such as mountaineering or traveling. 

Storytelling technique can come in handy for this task. Tell the story of how the product will enrich the customer’s journey.

Be one step ahead of your customers and give them answers to any questions that can detain their desire to buy your product. 

You may not be able to address every single question that customers can have, but you can cover the typical fears, doubts, and dilemmas.

What do customers usually worry about? Shipping, delivery date, return policy, ordering the wrong size, etc.

Again, resort to research to find out what kind of questions customers ask when it comes to such products. Once you identify their fears and doubts, you can address them in the product description, such as:

• “Can I return the item?” – Yes, you can. Plus, you’ll get your money back within 48 hours!

Look at these questions as obstacles to making a sale. Include the answers to relevant questions, and the obstacles will be demolished.

All in all, writing a product description that sells is a collection of cleverly designed tips that aim to provide customers with an ultimate shopping experience. With the above-mentioned guidelines, you can craft a product description that customers won’t be able to resist. 

We greatly appreciate Nicole Garrison who prepared this article. Nicole is a content strategist, writer, and contributor at bestessayseducation.com and a number of platforms for marketing specialists. She is a dedicated and experienced author who pays particular attention to quality research. At her free time, Nicole is a passionate runner and a curious beekeeper. Moreover, she runs her own blog LiveInspiredMagazine.