The difference between good and bad product descriptions

10 to 20 seconds – that is the average amount of time a person will spend on your website. This isn’t a long time to capture their attention. Good product descriptions will add to the great images you have on your website as well as grab the visitor’s attention. The purpose of a product description is to supply customers with important information about the features and benefits of the product.

At Blue Whale Media, we’ve got our content writing team to give their advice to help you write good product descriptions.

Focus on your ideal buyer

When you write a product description with a huge crowd of buyers in mind, your descriptions will become wishy-washy. The best product descriptions address your target audience directly and personally. Ask and answer questions as if you’re having a conversation with them. Choose the words that your ideal buyer uses; use the word ‘you.’ Consider how you would speak to your perfect buyer if you were selling your product instore, face-to-face. Try and incorporate that language into your ecommerce website so you can have a similar conversation online that resonates deeply.

Focus on the product benefits

As a business owner, you will be excited to share all of the qualities of your own products. You want to show that your product has the best features and unique specs. However, your buyer will not be interested in the mundane features of the product; they want to know how it will benefit them. Include product benefits; this is what tells the customer how the product can improve their life. Before you start writing, make an outline of the features and benefits of your products.

Optimise for search engines

In everything that you do with your ecommerce website, you should be optimising all your content for search engines. SEO is the easiest way to attract new customers to your page, which is the very first step in convincing a person to buy your products. Optimisation begins with keywords, which are usually the search term that buyers use to find the products they’re shopping for. Maybe do some keyword research so you can quickly discover which keywords are best for your brand website.

Use good images

Even if you master product description writing, you must still have quality images to go alongside the product descriptions. 63% of customers think that a product image is more important than the product description itself. Quality photos of your products will show the customers all of the key features of your product; they will allow the customer to imagine having the product in their life.

The ultimate goal of a product description is to entice potential customers to make a purchase on your website. Without them, customers would be left with questions about your products and will be unmotivated to spend their money. Writing the best product description for your brand items can be challenging, so why not head to our content writing page to see how Blue Whale Media can help you!