How To Write Product Descriptions That Captivate And Convert

Product descriptions can make or break a consumer's decision to add a product to their cart.

You see...

There's more to it than telling a consumer about features.

A product description needs to get a consumer's attention and hold it if there's any hope to create conversions. But it should be interesting as well.

Interesting descriptions don't make a product worth buying, though. Consider things from a consumer's perspective.

They see typical product descriptions everywhere: lists of details and specifications. Not exactly captivating.

The issue is that details don't say anything about value.

What your prospect really wants is to know what these features mean to them. Features are important as they define the product, but they need to have a purpose.

Maybe you're selling a car, a 2012 Honda Civic with 60,000 miles. That doesn't sound special, and it's not. But that's why it's important to highlight the benefits.

"Great MPG, reliability, and easy maintenance mean you'll never have a headache on your daily commute again. This car won't let you down, and you wouldn't believe what you get for the price."

The same can be said about any product on the market. The consumer wants something when it can do something for them. Otherwise, it's just a thing with features that does what it's supposed to.

So let's look deeper into what makes good product descriptions so crucial.

 

How Product Descriptions Convert

How To Write Product Descriptions That Captivate And Convert

Carefully crafted product descriptions can increase your conversions by a respectable degree. When the potential of your product is represented, you're bound to have more sales.

But how does that happen?

  • First, grab the consumer's attention as quickly as possible. You only have 3 seconds. Sounds impossible, but all you need to do is describe something the product can do for the consumer. What is the biggest takeaway you need them to know?
  • The next step is to focus on the benefits, not just features. Because if it's not useful, nobody is going to want it. 
  • After they're hooked, the description should be short and packed with relevant information. But keep in mind that prospects might abandon if the description is too short.

The idea is to get them reading by presenting value and keep them reading by expanding on what the product offers.

Describe Product And Create Value

Once you have their attention you have to convince them. 

As I mentioned, the product should provide value. Some sort of benefit that can improve their life.

Look at something as simple as a washing machine. It can be so much more than an appliance...

It can save you time every week that you can spend doing what you want to. It can keep your clothes looking as good as the day you bought them. And it can allow you to wear some of your favorite items over and over again.

The description should tell the consumer what the product can do for them. Make it sound as desirable as possible.

Most people don't buy things that don't provide a benefit. And quality alone isn't a selling point because that should be a given.

But your offer should shine compared to similar offers. Let's imagine you sell bikes. Well, plenty of companies sell bikes, so why are yours better?

Maybe it's the carbon-fiber construction, the massive custom disc brakes, the wild color choices, or the frame you spent years perfecting for aerodynamics. Anything that sets you apart is worth highlighting. Competition is fierce.

So make your offer stand out and be great, not just good.

 

Create A Sense Of Urgency

Now the customer knows what you're selling and they're interested...

And there's only a short window of time before they leave the page. 

That's why an incentive for purchasing quickly is powerful here. The fear of missing out, a limited-time offer ― whatever it takes to get those conversions.

Even something as blatant as a timer or stock counter can work wonders.

With a timer, a low introductory price can be offered for a short time, boosting sales and hype.

Then after a reputation is built for an unproven product, prices can be hiked up the reflect the real value.

But prospects already know they only have a short time to buy when stock is limited.

Because nobody likes waiting for a restock that can take any amount of time, and in some cases, like with limited edition art prints, that stock won't be replenished.

They're convinced that they need it, so tell them why they need it now.

 

Make A Product Page To Match

All this should be supplemented by a uniquely designed product page. 

Much like a concise description, a good product page will focus the consumer's attention on what's important. Get creative, show some personality, and stand out. 

A cohesive page with clear images and readable format complements a great description. Showing multiple angles of your product, choosing complementary colors, and tasteful graphics ties everything together. 

Even adding videos can help when appropriate, as well as graphics and images. Because walls of text don't exactly look great.

And since nobody likes walls of text, be mindful of spacing to keep your copy looking clean. But most importantly, stay on brand. Your product page should match your logo and any of your other pages.

These all contribute to conversions, but you can get even more out of a good product description.

 

Other Benefits Of High Converting Product Descriptions

How To Write Product Descriptions That Captivate And Convert

Conversions are the main goal, but there's a lot more that goes into a successful business.

And a good product description can help make your business successful in other ways. 

Maybe you haven't considered some of them, but from a consumer perception of analytics, there's tons of potential here.

 

Build Brand Personality

People like to connect with brands, to feel like they're not just lining the pockets of a huge corporation. When they know they're interacting with real people they're more likely to respond well.

This is a great opportunity to inject some character and set yourself apart. This depends on context, of course, but often you can build your brand personality here. 

Think about your potential buyer and who they'll most likely be, then tailor your language to appeal to them specifically.

Imagine you want to sell bananas. You can assume your average buyer is health-conscious.

So to appeal to that, you can say something like, "A healthy food that comes in its own biodegradable packaging and saves you money.

Sounds too good to be true. But our bananas help you start your day right with all the nutrients to fuel you and nothing to slow you down."

Have fun and use colorful, descriptive language. 

 

Create Brand Loyalty

That personality you cultivate can foster brand loyalty. 

But you can take it further than just building a connection with your prospects... 

When you offer something that nobody else does, you stand out by default.

And if your offer is unique, there's not exactly another option for anyone interested.

But even more importantly...

Consumers like getting what they pay for, and people will be much happier with your company if the product is exactly as described. 

If something is marketed as "the most durable" and it breaks in half the time a comparable product lasts, the company looks dishonest.

And consumers want something dependable. 

Not only that, but you also build trust and show consistency when your customer service matches the quality of your offer.

When you ship on time, respond to emails quickly, resolve issues in a timely manner...

You show that you're reliable and trustworthy.

 

Boost SEO Ranking

Any chance to improve your SEO ranking is worth the work.

This might be obvious, but a good product description can help with that. 

Using simple words including specific details is a good place to start. But it's important that the copy is unique, especially if the product isn't.

If you're selling a t-shirt, something like this could work:

"Cool down comfortably in our signature t-shirt. With its 100% cotton tag-less construction and slim fit, you'll look and feel better than ever. Choose from any of our twelve colors to stand out or fit in."

 

Less Returns To Deal With

Returns. 

Nobody likes the hassle and will do anything to reduce them. 

And a big cause is inaccurate descriptions.

Chances are fewer people will make returns with a good product description. They know what they bought and what to expect.

Maybe the lighting in a photo doesn't show the colors well, a detail was missed, or something was embellished.

These reasons and many more are factors in the number of returns.

With these benefits, it should be clear why you'd do well to optimize your product descriptions...

But figuring out how is just as important.

 

How You Can Write Product Descriptions That Convert

How To Write Product Descriptions That Captivate And Convert

Writing good descriptions isn't hard. 

There are just a few crucial parts, and once you get them down you'll have no problem maximizing those conversions.

The best part is, this is all commonplace in any copy, so you have a head start already.

 

Audience

Everybody's tired of hearing this but nobody's heard it enough: know your audience. It's the tried and true method of appealing to consumers. 

It's important to first research the product to see who it appeals to. Once you know that you can determine how to appeal to them.

Everyone will respond differently when looking to buy certain things. So using the tone that works to sell toys probably won't work when selling industrial supplies.

 

Engaging, Descriptive Language

Engaging language goes a long way with any copy. 

A good product description appeals to the senses and evokes an emotional response. Because the consumer can't see or touch the product, they need to know precisely how it looks and feels. 

You want to convey what's lost in text and photos.

A company selling taro boba can say something like, "A sweet blend of vanilla and faint nuttiness blesses your palate with a rich, silky-smooth mouthfeel.

As you sink your teeth into a satisfyingly chewy pearl, you can't help but feel like you're in a cozy hole-in-the-wall in Taiwan."

Let the creativity flow and set your brand apart from competitors.

 

Create Value

A product can sound like the most interesting thing ever, but it still needs to do something. 

A "naturally-sourced blend of minerals that rejuvenates skin" sounds more useful than a "skin cleanser." 

Without illustrating the value, a good conversion rate is unlikely. The consumer has to be convinced that the product will solve a problem, or provide a benefit. 

So consider how the features make the product valuable. What does it do for the consumer? What sets it apart from the rest?

As an example, someone selling grooming products could focus on ingredients and how they were sourced, whether the product is good for all skin and hair types, the results of using the product, and maybe even supplementary products that work in a regimen.

Anything that could elevate a "Skin Cleanser" to a "Gentle, Organic Cleanser For All Skin Types."

 

Get Specific

How To Write Product Descriptions That Captivate And Convert

As I touched on, consumers like to know what to expect when they make a purchase.

So precise and specific language work best. 

It's also important for the consumer to get the full picture without distractions. 

Doing this and avoiding "sales" language makes the customer more likely to be quickly convinced of the value.

"You're tired of spending money on hard drives that fill up, get lost, or break. We get it. That's why we're offering 100GB of cloud storage space at $1.99 all the way up to 300TB at $299.99.  Always have access to your files and rest easy knowing they're protected."

This description proposes a problem and solves it while explaining exactly how with no unnecessary information.

 

Answer Questions

Showing value is important, but you don't want to lose a sale to doubt. 

Consider questions about the product that consumers might ask. Questions that impact their decision to purchase. 

Then answer before they even ask. Maybe they'll wonder about the construction of your product. Reassure the consumer that you use the best-rated materials available.

Think about the potential pitfalls and make sure to address them. 

 

Be Brief

Considering this, the product description always needs to be concise. 

For the most conversions, use these concepts to craft your description into a neat package.

Keep it short and sweet to keep their attention.

A description could read, "Reclaim your comfort with our slim bifold wallet. With room for everything you need in its 6 pockets, you won't even feel it in yours. Handmade from Italian leather, this may be the last wallet you'll ever buy."

Nice and to the point, it lists the features and tells why they're beneficial.

So all that's left is how to apply these concepts...

 

Types Of Effective Product Descriptions

How To Write Product Descriptions That Captivate And Convert

The concepts are there, but the format is just as important.

There are plenty of ways to convey your ideas, but stories are especially compelling. Telling a story grabs a reader's attention, and a good story holds their attention. 

There are a few time-tested methods to achieve this, so you have plenty to work with.

 

Make It Exclusive

Consumers like exclusivity. Everyone wants to feel unique, and appealing to that need is effective.

In addition, the description should provide a personal connection. 

This type of story appeals to one type of person, someone who isn't like everyone else. Someone that everyone else wants to be like.

Even those who don't have that connection can see the value. The product can make them more like those who do.

The sentiment you're aiming for is something like, "We designed these shoes for the best competitors. But even if you're not a pro, you can still step your game up.

 

Describe A Problem That The Product Solves

Saying "x does y" isn't the most compelling statement. 

Consumers already know that word-processing software allows them to type documents. What they want to know is how that software makes the process easier.

The way to build on this is to describe a problem that your product solves. Next, explain how it's been an issue for some time. 

"The sun's shined on every person who ever lived. We'd bet most of them know what a sunburn feels like too. We're sure you do, but you won't ever have to feel that pain again. Our sunblock has been proven for generations and does everything you expect sunblock to do."

This gives the product timeless value and gets the consumer thinking about how they'd like to solve these problems. After the buildup, the description explains how the product does that.

It's just sunblock, but describing it in this way lends it some extra importance and desirability.

What's The Product Like?

With online business, points of reference are extremely effective tools. 

Since photos and words can only say so much, they should be as descriptive as possible. 

A great way to describe something is to compare it with something that the consumer is familiar with. 

This could include a line like, "You always loved nights spent around the campfire with good friends. That's what we captured in this candle, so you can reminisce from the comfort of your home."

You know what a campfire smells like, so you know exactly what to expect from this candle.

 

Fabricating Intrigue

Maybe less obvious than some of these methods, but just as effective is creating a scenario and placing a product in it. 

This associates the product with greatness and adds interest. 

Something like, "He looked around. The thousands of people in the crowd were silent. Wielding this driver, he sunk the ball into the 18th hole. Well, maybe it was just his buddies in the crowd, but this driver would do just as well in the hands of an international pro."

The description places the consumer in a fantastic scenario. Then brings them back to reality with the product in their mind. 

 

How Will The Product Change The Consumer's Life?

How To Write Product Descriptions That Captivate And Convert

Solving a problem is essential to providing value. 

We know that, but let's take it further. 

Think about what the product does. Then think about what that would mean for the consumer. 

For a pair of glasses, you might say, "You can see the world a lot better through these. But everyone else will see you better too. With a sophisticated look, you're sure to impress."

This hypothetical is based on reality and provides something the consumer can relate to. They're presented with an outcome they want, then given the solution.

 

What Kind Of Person Uses The Product?

Consumers have an idea of who they want to be.

And that affects what they buy. 

This can be used to appeal to their need to fit in or appear a certain way. Describing an exceptional person using the product is likely to evoke an emotional response. 

So the consumer should want to be like the people using the product. 

An example would be, "He was the best chef in the kitchen. He could quarter half a dozen chickens in the time it took anyone else to finish one. And he swore by this knife."

An admirable character is described, then the product is revealed. Who wouldn't want to be like the best chef? 

 

How Was The Product Discovered?

This last method takes some real creativity but will guarantee a high conversion rate when done right. 

Creating or recalling a story of discovery is simple. But it needs to be convincing to do any good. 

There should be many details about every aspect of the discovery. Think about the product and where you might find it, or where you did find it.

"The discovery of this supplement dates back to the 1880s, nestled away deep in the forests of Cambodia. Our founder was on an expedition, seeking curiosities to bring home, and was in the midst of collecting local flora when he found it." 

This is much more simple than anything that would be effective but should give you an idea.

The important part is that the consumer is drawn in and has a clear image of where the product came from. This lends some authenticity to the product and makes it memorable.

 

Effective Product Descriptions Entice Consumers' Interest

How To Write Product Descriptions That Captivate And Convert

Without product descriptions that convert, the rest of your copy might as well be omitted. You can forget about conversions and improving your SEO and ranking for the keywords you want. 

So remember what makes a description effective. Put yourself in the consumer's shoes and imagine what it would take for you to pull the trigger on a purchase.

The keyword to take away from this should be: interesting. 

The consumer needs to be interested in the first seconds of viewing the product page.

Then that interest needs to be held all the way through.

And if you can keep that in mind with every step you take, you should be able to craft something that will guarantee conversions.

And conversions mean money.

But don't worry if you're still not hitting those rates, I'm always here to help you make the most of your business.

Want higher conversions on your landing pages, sales letters, emails, or ads? It might be time for you to work with an expert copywriter. I’ve driven tens of millions of dollars in revenue for hundreds of clients over the past 10 years — including some of the largest B2B companies and digital brands in America.

Using my words, I’ll tap into your prospects’ deepest desires, deploy my menagerie of psychological sales triggers, and prime them for the sale. The result? More wins for your business and more revenue and profits in your pocket. Sound interesting to you? Click HERE to learn more about my copywriting work and see if we’re a good match.

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About the author

Daniel Doan is a veteran direct-response copywriter with over 10 years of expertise leading copywriting teams and writing copy for some of the largest brands in America.
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