When it comes to selling products online, your product descriptions can make or break a sale. A well crafted product description not only informs potential customers but also entices them to make a purchase. In fact, 65% of consumers say that clear and concise product descriptions are the most important factor when making an online purchase.

In this blog post, we’ll explore how to create product descriptions that go beyond the basics and actually convert visitors into paying customers.

1. Understand Your Target Audience

Before you can write compelling product descriptions, you need to have a deep understanding of your target audience. Who are they? What problems are they trying to solve? What are their motivations and desires?

Speak Their Language

The language you use in your product descriptions should resonate with your target audience. If you’re selling to professionals, your tone may be more formal and technical, but if you’re targeting younger, trend conscious consumers, you may want a more conversational and playful style.

Pro Tip: Research your audience’s pain points, desires, and objections to ensure your product description addresses their specific needs and concerns.

2. Focus on Benefits, Not Just Features

While it’s important to highlight the features of your product, customers are more interested in how the product will benefit them. Simply listing features won’t persuade customers to buy, but explaining how those features solve a problem or improve their life will.

Translate Features into Benefits

For example, if you’re selling a waterproof jacket, don’t just mention that it’s made from “water resistant material”. Instead, highlight the benefit: “Stay dry and comfortable, no matter the weather, with this waterproof jacket designed to keep you protected during rainy days and outdoor adventures.”

Appeal to Emotions

People often make purchasing decisions based on emotions rather than logic. Appeal to your customers’ emotions by highlighting how your product will make them feel. Whether it’s the joy of owning something luxurious or the satisfaction of solving a problem, emotional appeal can be incredibly powerful.

Pro Tip: Use powerful adjectives to paint a vivid picture of the experience your product offers. Words like “luxurious,” “reliable,” “innovative,” and “game changing” can help your descriptions stand out.

3. Use Persuasive and Action Oriented Language

A compelling product description should encourage action. The goal is to move the customer closer to making a purchase, so using persuasive language is key. Your product descriptions should prompt the reader to imagine themselves owning and using the product.

Create a Sense of Urgency

Limited time offers, stock availability, and upcoming sales can all create a sense of urgency, nudging customers to act quickly. For instance:

• “Only 3 left in stock!”

• “Hurry, sale ends soon!”

• “Shop now before it’s gone!”

Use Strong Call to Actions (CTAs)

Your product description should include a clear and strong call to action. Phrases like “Buy Now,” “Add to Cart,” and “Get Yours Today” encourage customers to take the next step and make a purchase.

Pro Tip: Test different CTA phrases to see which one drives the most conversions for your products.

4. Include Important Product Details

While the emotional appeal and persuasive language are essential, you should also provide the necessary product details that customers need to make an informed decision. These include specifications like size, material, dimensions, colour options, and care instructions.

Be Clear and Concise

While you want to provide enough detail to inform the customer, avoid overwhelming them with too much technical jargon. Keep the product description clear and concise, focusing only on the most relevant details.

Use Bullet Points for Easy Reading

Bullet points are a great way to present key information in an easily digestible format. For example:

• Material: 100% organic cotton
• Size options: S, M, L, XL
• Colour: Available in black, navy, and grey
• Care instructions: Machine washable at 30°C

Pro Tip: Use high quality images alongside your product descriptions. Visuals help customers visualise the product, which can boost conversion rates.

5. Incorporate Social Proof

One of the most effective ways to boost your product’s credibility is by including social proof. Potential customers want to know that others have bought and enjoyed the product before them.

Customer Reviews and Ratings

Including customer reviews and ratings on your product page can help convince hesitant buyers that the product is worth purchasing. Real life feedback adds a layer of authenticity and trustworthiness to your product description.

User Generated Content (UGC)

If your customers share photos or videos of them using your product, incorporate this content into your product page. Seeing real people enjoying your products can strongly influence the purchasing decisions of new customers.

Pro Tip: Highlight positive reviews that speak to the specific benefits of the product to reinforce your value propositions.

6. Optimise for Search Engines (SEO)

SEO is crucial for getting your product pages found by search engines and ultimately increasing traffic and sales. Incorporating relevant keywords into your product descriptions can help boost your rankings on search engines like Google.

Do Keyword Research

Before writing your product descriptions, research the keywords your potential customers are searching for. Use tools like Google Keyword Planner or Ahrefs to identify high volume, relevant search terms.

Use Keywords Naturally

Once you’ve identified your keywords, integrate them naturally into your product descriptions. Avoid keyword stuffing, as it can negatively impact readability and SEO performance. Focus on writing for your customers first and foremost, with SEO as a secondary consideration.

Pro Tip: Include long tail keywords (phrases that are more specific and less competitive) to capture more targeted traffic.

7. Create Compelling Product Descriptions with Myk Baxter

Writing product descriptions that convert requires a balance of creativity, persuasion, and strategic thinking. By focusing on your audience’s needs, highlighting the benefits of your products, and incorporating social proof, you can create descriptions that entice customers to click ‘buy now’.

➠ Need expert help crafting compelling product descriptions?

Let Myk Baxter show you the way!

As a leading eCommerce expert at Myk Baxter Marketing, Myk Baxter can help you develop product descriptions that drive sales and improve your online presence. Whether you need help with content writing, SEO optimisation, or conversion rate optimisation, Myk and his team are here to provide tailored strategies for your business.

📞 Book a consultation today and start creating product descriptions that boost your conversions.

➤ Visit Myk Baxter Marketing to get started!