A 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 features of the product, but also about selling the product. A good description evokes emotion, which leads to a purchase.

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

In this blog post, you will learn why it is worth taking the time to craft a product description carefully and what makes an effective product description. Finally, you will receive tips on how to write a good product description.

Five reasons why a product description is important

For commerce, captivating and well-thought-out product descriptions are essential and play a key role in online business.

Comprehensive information increases trust. According to research by web service developer Salsify, 45% of buyers said that "high-quality images and detailed product descriptions" are one of the most important reasons why they trust a product or seller when shopping online.

Product reviews are read carefully. Consumers truly read product reviews and ratings that describe the product. They look at images and get to know the details of the products.

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

Product descriptions are the gateway to the shop. Note that when searching for a specific product or service, a user's first contact with the retailer or brand may be the individual product page where the sought-after product is showcased. Hence, every page must instil trust and meet the expectations the consumer has for the product or brand.

Good content helps to understand the benefits of the product and eases the purchase decision. Therefore, time and thought must be invested in creating product descriptions. Various systems can significantly aid and speed up this work. Read more about the significance of Product Information Management (PIM) in marketing.

Do the groundwork before writing a single word

The basis of the work is knowing whom the product is being sold to. The better the description accommodates the customer’s requirements and expectations, the easier it is to purchase. 

Do not skip on customer knowledge, as customer experience is a significant competitive advantage. Unfortunately, customer knowledge is too often the area that is neglected in online business. The result is very generic texts about products, where the wording fails to inspire anyone.

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

Whether the text is serious, humorous, quirky, or something else, it also conveys the personality of the seller or brand to the potential buyer. The tone of voice cannot be ignored if one wishes to create high-quality product descriptions.

Tips for product descriptions: Content is born from these four things

Convincing product and service descriptions focus on the customer's needs, problems, and goals. A product description should inspire and compellingly answer these questions:

• Who is it intended for?

• What customer's problem does the product or service solve?

• What benefits does the product or service offer?

• What is the product's or service’s unique difference compared to competitors?

In the fierce competition of online business, good and clear product descriptions for online stores are a significant factor when customers weigh different options between products, services, and retailers. They create important search engine visibility and improve competitive advantage.

Do you want to hear how to give your online store sales a boost, how effective product descriptions are implemented, and how you can harness the benefits of automation?