Your eCommerce product pages are the last stop before consumers make up their minds. Users will likely be reading your closest competitors’ product descriptions too. How do you compete? You make the best case for buying your product.
The good news is, many product descriptions are bad. Some businesses think the products just sell themselves, or they are rigidly economic and believe the price is all that matters. But you know better, right? That’s why you’re here.
Product pages are pure sales, not poetry. You don’t have to be a creative genius, but you do need to know some tricks. There’s a range of copywriting techniques that persuade readers, and you can start using them today. I even threw in a bonus pointer at the end, something that should never be overlooked.
First, let’s look at the first and easiest technique you can use to instantly improve your product descriptions – benefits.
1. Lead with the benefits
Benefits tell people how the product will improve their life. Features are the tangible components of a product. What do you think generates more sales?
Put yourself in the customer’s shoes, and you’ll have the answer.
Figure out what benefits your product provides to users. Then, position your strongest benefits near to the top – don’t save them for last. In a little while, I’ll show you exactly how to prioritise those benefits.
But for now, let’s take a quick look at a product description from my portfolio. This is a product page for a popular pair of branded drumsticks.
In the description, I talk about them being versatile, durable, and long-lasting before anything else.
What makes them versatile? A combination of the length, diameter, tip shape, and taper. But I don’t mention that in the short product description.
Why? Because saying they’re “just the right size to suit all styles” tells the reader how it benefits them in practice. In contrast, “0.565” diameter with a medium taper” says nothing to how the product will be utilized. Those are just features, and even savvy consumers wouldn’t get the connection.
Reframing the features to their functional benefits is one of the most important parts of writing product descriptions. Now you just need to know how to prioritise them.
2. Highlight the USP
The main benefit of a fan is that it cools you down, but so does every other fan.
Well, in reality, a regular fan just blows hot air around.
Take Dyson’s best fans though, and they include a selection of benefits that go beyond pushing hot, stale air in your face.
They use technology that makes the air actually cold, or hot if you want, making them useful year-round. They oscillate, come with an app to control them, and use a HEPA filter to capture allergens from the air.
The most important benefits are the distinguished ones. These are the USPs that separate the Dyson fan from the convenient supermarket fan you bought because it was cheap. These are the benefits you position at the top of the page, the killer points that make your product stand out.
3. Make sure your text is SEO friendly
Search engine optimisation is uber-important for product pages. After all, people need to find your products somehow. Since we’re focusing on product descriptions, keywords and structured headings are the most crucial part. Here’s 3 key pointers:
- Make sure you include the full name of your product in the copy.
- Include it naturally, ideally in both H1 and H2 headings too.
- Use plenty of words related to your product, and synonyms of those words.
What’s also crucial is that the product page is 100% focused on selling the product. This makes it clear to Google that the page is designed for a transaction, and not information. See more about search intent.
4. Use power words to persuade
Power words are emotive words targeted at influencing particular actions. According to Smartblogger, you can use power words to appeal to:
For product pages, utilizing these words effectively depends on the product. Most product description copywriters will likely use power words without even knowing.
To give you an example, if you are selling a product that provides safety, use safety words like protect, guaranteed, safe, expert, authentic, tested in the copy.
Here’s an example of a product listing for earplugs that uses fear and safety words:
“Don’t spoil the very senses that provided you with the gift of sound, keep them protected.”
5. Solve the reader’s problem
Describe the problem your user is likely facing without having your product. Medicine is a simple example –
Uncontrollable sneezing, puffy eyes, stuffy nose? It’s that time of year again.
Seasonal allergies are making your summer miserable.
Turn your miserable days into memorable ones with [allergy medicine].
This is a popular copywriting technique known as P-A-S (Problem, Agitate, Solve). The key is to hit on those problems while keeping it concise.
What’s the raw formula to this piece of copy? Something like this:
Problem – descriptive statement of the problem.
Agitation – the effect of that problem if the customer lets it continue.
Solution – how your product will solve the problem.
6. Keep it simple
You know what people’s attention spans are like these days. Internet browsing moves at an entirely different pace to the rest of the world. You should tell people what they want to see quickly. Jump right into the main benefits and forget about feeding the consumer breadcrumbs with an overdrawn story.
Here’s some tips to make your product description short and snappy.
- Keep it as concise as possible while retaining all the important details.
- Use short bulleted lists highlighting the USP and benefits.
- Keep sentences short for SEO and human readability.
- Include a short description near the top.
Bonus – Make sure it’s written professionally.
You may not have to be a creative genius to write a good eCommerce product description, but I’ll be honest – you do have to be good at writing copy. If you’re not, it’ll take a while to learn how to write persuasive product descriptions.
One of the most important things, and I’ve saved this for last – because it should be obvious, is to ensure spelling and grammar are 100% correct. And, make sure to include all relevant information about the product, including ALL the technical specifications.
The reason this is so important is simple. TRUST. I’ve been put off products with poorly written pages, and I’ve chosen one product over another simply because a product page missed one key piece of information that a competitor’s pages supplied. You need to be as transparent as possible. This is particularly true in hyper-competitive markets like Amazon. So, that being said, here’s some final tips laid out nicely in bullet form:
- Ensure spelling and grammar is correct – Grammarly is a life-saver.
- Include all information, even if you don’t think it’s that important.
- Study your competitor’s pages in case you’re missing anything.
- Do whatever you can to convey transparency, quality, and trust.
As a copywriter who has written an unholy amount of eCommerce product descriptions, I can do all of these things AND more… If you want to inquire, drop me a message, and I’ll be obligated to respond.
Alternatively, have a look at my copywriting services.