The product description is a marketing text that explains what the product does and why it should be purchased. It is not just about describing the product's features but also about selling the product itself. A good description evokes emotion that compels one to buy.

Effective product descriptions are like a jar of honey to the customer. At their most powerful, they attract potential customers and directly influence their purchasing decisions, improving conversion rates and increasing sales.

In this blog post, you'll learn why it's worth crafting your product description meticulously and what makes a functional product description. Finally, you'll get tips on how to write a compelling product description.

Five reasons why product descriptions are essential

Thought-provoking and well-considered product descriptions are crucial for commerce and are key in online business.

Comprehensive information boosts trust. According to a study by Salsidy, 45% of buyers said that "high-quality images and detailed product descriptions" are one of the main reasons why they trust a product or seller when shopping online.

Product reviews are scrutinised. Consumers truly read the product reviews and assessments that describe the product. They look at images and explore the details of products.

Search engine visibility. Search engine algorithms guide users to relevant information and look for updated, search-relevant content. Therefore, high-quality and up-to-date product descriptions are the content that lands at the top in search results.

Product descriptions are the gateway to commerce. Note that when searching for a particular product or service, the user's first contact with the merchant or brand may be the individual product page where the searched product is presented. Thus, each page must inspire trust and meet the expectations the consumer has towards the product or brand.

Good content helps understand the product's benefits and facilitates the purchase decision. That's why investing time and thought into creating a product description is necessary. Various systems can significantly ease and speed up this task. Read more about the significance of PIM product information management in marketing.

Do your homework before writing a single word

The starting point for the task is knowing who the product is sold to. The better the product descriptions consider the customer's requirements and expectations, the easier the buying process becomes. 

Do not skip customer understanding, as customer experience is a significant competitive advantage. Unfortunately, customer understanding is often the very aspect that is overlooked in online business. Consequently, the result is highly generic texts about products whose wording ultimately does not inspire anyone.

A product description can be a concise sentence, a short paragraph, or even a list of bullet points, but the tone matters.

The text, whether serious, funny, quirky, or otherwise, also tells the potential buyer about the personality of the seller or brand. Tone of voice cannot be ignored if high-quality product descriptions are to be made.

Tips for product description: Content is created from these four things

Persuasive product and service descriptions focus on the customer's needs, problems, and goals. In the product description, it is advisable to answer the following questions in an inspiring and intriguing way:

• Who is it intended for?

• What customer problem does the product or service solve?

• What benefits does the product or service offer?

• What is the unique difference of the product or service compared to competitors?

In the fierce competition of online business, good and clear e-commerce product descriptions are a significant factor when the customer weighs different options between products, services, and merchants. They create important search engine visibility and enhance competitive advantage.

Want to learn how to boost your e-commerce sales, how compelling product descriptions are crafted, and how you can leverage the benefits of automation for yourself?

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