5 tried and tested methods for product descriptions

In a nutshell:

1. What are product descriptions?
2. Why focus on product descriptions?
3. Five tried and tested methods for product descriptions
4. Summary

The product description is a key element of any commercial offer. Its task is not only to present the features of the product, but above all to convince the potential customer to buy. Unfortunately, it is often the case that descriptions fail to fulfil their main role - they are not an effective sales tool. In this article, you will learn about the importance of product descriptions and five proven techniques to help you create effective and convincing descriptions.

What are product descriptions?

Product descriptions are texts that aim to provide detailed information about the products offered by companies or sellers. Their main purpose is to help potential customers understand what the product is, what properties it has and why it is worth buying.

Product descriptions usually include:

1. Product name
2. Features and characteristics - detailed information on materials, sizes, colours, functions or technologies used in the product.
3. Benefits and applications - a description of how the product can solve a problem or improve the user's life.
4. Technical specifications - technical data such as dimensions, weight, power, etc.
5. Instructions for use - how to use the product, if necessary.
6. Price
7. Opinions and reviews - sometimes descriptions may include opinions and reviews from other users.

Why focus on product descriptions?

Focusing on product descriptions is key for several reasons:

1. Increase sales

A well-written product description can effectively persuade potential customers to buy. Clear and compelling descriptions help to differentiate a product from its competitors and highlight its unique features and benefits.

2. Improve user experience

Clear and detailed descriptions help customers understand exactly what they are buying. This enables them to make more informed purchasing decisions, reducing the risk of returns and complaints.

3. Strengthen the brand

Professionally written product descriptions are crucial to building a positive brand image. By carefully presenting the products' features and benefits, these descriptions reflect the company's values and mission, creating a consistent and attractive brand identity. 

4. Help with positioning

Well-written product descriptions that include relevant keywords can improve a website's position in search engine results. This, in turn, increases a product's online visibility and attracts more potential customers.

5. Minimise the need for customer support

If product descriptions are sufficiently detailed and clear, they can reduce the number of requests from customers for additional information. This saves customer service time.

6. Builds confidence

Clear and well-written descriptions can help build trust in the product and the seller. Customers are more likely to buy when they feel confident that they have full product information.

7. Increases product value

Interesting, engaging and well-thought-out descriptions can make a product seem more valuable and attractive, which can justify a higher price or make a product stand out in a crowd of similar offers.

5 tried and tested methods for product descriptions

Here are five proven methods to help create effective product descriptions:

1. Benefits

Rather than focusing solely on the technical details of the product, it is worth outlining how these features translate into real benefits for the user. Showing how a product can improve comfort, solve problems or make life easier makes the description more compelling and taps into the customer's emotions. For example, instead of just listing the materials used to make a product, you could describe how these materials contribute to its durability and convenience.

2. Storytelling

In order to effectively capture the attention of customers, it is important to ensure that they become thoroughly familiar with the product. Product descriptions should not only present the product's features, but also tell its story. Depending on the product, it is a good idea to describe how it is made, what methods are used to ensure the highest quality and other relevant aspects that may arouse customer interest. It is also important to indicate how the product can make a difference in the customer's life, what problems it solves or what situations it facilitates. Such a description helps build an emotional connection with the product.

3. Social evidence

Adding reviews and opinions to a product description can significantly increase the confidence of potential buyers. Reviews from other users, which present the actual experience and benefits of using the product, can help convince undecided customers and confirm the value of the product in practice.

4. SEO techniques

Incorporating relevant keywords into a product description increases its visibility in online search results. Using terms that potential customers type in when searching enables you to attract more interested people and improves the likelihood of conversion.

5. Formatting

The use of headings, bullet points and paragraphs in the product description improves readability. Dividing the text into smaller, easily digestible sections prevents readers from becoming discouraged and makes it easier to find key information quickly. Clear formatting makes the description more attractive and easier to digest.

In addition, although not part of the descriptive text, professional photographs, films and presentations can enrich the offer by providing additional information. High-quality materials make it easier to understand how a product works. In this way, they allow customers to become more familiar with the product, which increases their confidence before making a purchase.

Summary

Using the methods mentioned above allows you to create product descriptions that not only convey relevant information, but also engage and encourage potential customers to buy. A good product description significantly influences purchasing decisions, increasing interest and building trust.

Descriptions that clearly show the benefits and how to use the product are key in the decision-making process. Thus, focusing on the emotional and practical aspects of the product can effectively convince customers to buy.