Product/service descriptions are powerful: they improve search rankings and help increase sales. In fact, 87% of people consider them to be extremely important when making a purchasing decision*. Following are eight tips for developing descriptions that appeal to consumers.
- List Features and Benefits
Make a list of your product/service’s features and benefits beforehand, to ensure you include all key selling points when writing your description.
- Include Keywords for SEO¹ Purposes
To rank higher on search engines, incorporate keywords your customers are likely to use when looking for your product/service.
- Include Influential Words
Use words that grab people’s attention, persuading them to take further action, and creating a sense of importance/urgency around your product/service. Studies show that words like “new, sensational, remarkable, improvement, amazing, inspires, free and instantly” are among words that convert**.
- Be True to Your Brand
Descriptions should reflect the overall personality of your brand, so they are in-line with your image.
- Think About Your Target Audience and What They’re Looking For
Consider who your target audience is: write the descriptions in a tone that will resonate with them, address what they are looking and offer a solution.
- Emphasize Certain Words and Phrases
Use bold and italic fonts to highlight important words and phrases to make certain messages stand out.
- Make the Description Scannable
Readers like to receive information immediately, so make your description scannable and easily understood by keeping it short and using bullet points, sub-headings, etc.
- Read it Out Loud
Read your descriptions out loud before publishing; ensure they are persuasive, convincing, engaging and honest.
Descriptions of your products/services are not only a valuable resource for your current and potential customers, they are also integral in helping to boost sales.
¹SEO (Search Engine Optimization) is a set of practices used for optimizing a website’s content, structure, and other integral parts with the goal of manipulating search engines’ result pages (SEO Tribunal)
Source: smallbiztrends.com, reported by Gabrielle Pickard-Whitehead; *Salsify Cracking the Consumer Code study; **buffer.com; izea.com