You have been working on your website for a while now. You had to work on your website copy and everything seems ready to be up and running soon.


However, now you realise that you also need to write a description for each of the products that you want to sell. You know it’s hard work and that it will take you a while to do it.


That’s why you just copy a standard product description to avoid this task and push “publish”.



And that’s a big “wrong”.


You can’t imagine how many product descriptions like these one I’ve had to fix for some of my clients.

That was killing (literally) their sales.


They were working for ages on their copy and they failed in the very last step before getting everything published. Isn’t it a shame after all the hard work?

As sad as this may be, most people aren’t still aware that copywriting is one of the most powerful selling techniques in the market.


Thanks to copywriting you can:

  • Make your audience perform the action that you want them to.
  • Increase your income and your conversion rate within your website.
  • Emotionally connect with your audience.


Do you want to achieve this with your product descriptions? Then let’s see some tips to get them right!


1. Research your Ideal Customer Avatar

I have mentioned this so many times, that you’re going to start hating me soon!

But I can’t tell emphasise enough how important market research is when writing for our readers.

We must know their needs to address them in our copies. We must know their concerns to tackle them.

The more we know about our ICAs, the more chances we’ll have to emotionally connect with them.


2. Include all the necessary information

When a potential client is reading a product description, he has a series of questions in mind. He is interested in the product, but he need to verify that it is the ideal product for him.

That’s why it’s so important to answer these questions and show him that it is indeed the most suitable offer in the market for him.

Grab a piece of paper and answer the following questions that your potential client has in mind:

  • What are the main features of your product?
  • Where can I use this product?
  • When can I use this product?
  • Why is it better than any other in the market?
  • How can I use it?
  • Who can use it?


3. Ask yourself: why are you selling this product?

I have already talked about how powerful the WHY question can be. All businesses out there know what they do. Most of them pay attention on how they do it.

However, not all of them care about WHY they do it. And this must be the USP of every business; something that differentiate your business from the rest.

Apply the same for each of your products and you’ll come up with a very powerful description that your clients won’t be able to resist!


4. Find out the tone of voice of your brand

I’m sure you’ve come across this corporate copies that look like a robot talking about business (and most of the time you finish reading and don’t even know what was it about), am I wrong?

I’m sure that you don’t want to be one of them, right?

Then you need to find the tone of voice of your brand.

Think that you’re talking to your best client face-to-face. No business meeting, nothing too formal. Think that you’re having a coffee with him/her and you’re explaining this new product that you’re going to start selling.

Try to picture this scene in your mind and even record yourself if you need to.

There you go!


5. Appeal to your readers imagination

This is one of the most powerful copywriting techniques.

When we go food shopping to a supermarket, we like to touch the products. We want to see if this blanket is as soft as it seems and we like the smell in the fruit or perfume section, right?

Unfortunately, we can’t offer the same feelings when we sell something online.

However, we can use the power of word to create images in our readers mind.

“A picture is worth a thousand words”. Give me thousand words and I will create a picture that your eyes wouldn’t be able to see. (Can’t remember who said this, but I can’t agree more!)

Think about the situation of your client before buying your product and how your product can change this situation and then, write it down.


6. Add social proof

If you have already some clients, ask them about their opinion and how your products helped them. People need to see that what they’re about to buy works.

Let some happy clients speak for you and your copy will be reinforced with their voices.


7. Spend some time designing call-to-actions

Don’t hide them!

Your product description is the step before clicking “buy”.


If you have followed all the steps mentioned before, I’m sure that you’re potential client will be about to click “BUY”.

But what happens when he can’t find the button? He will get tired of looking for it and leave.


So make sure that you’ve designed a good call-to-action and it’s clearly visible in your website.


8. Pay attention to visual elements and pictures

Every copy must be accompanied by a good design. That’s why copywriters tend to work together with graphic designers.


Make sure that your pictures reflect what you’re trying to convey with words.

Also, make your copy scannable. Not everyone is going to read everything we write, so make sure they can find the information that they’re looking for at a first glance. (Tip: bulleted lists can be a good solution!)


Now that you’ve got a compilation of tips to improve your product descriptions, it’s up to you to go back to them and make them shine. Remember that your sales are at risk if you don’t pay attention to the copy of your website.

About David Miralles Perez

My name is David Miralles and I am aware of how languages can influence professional environments. Honing communication between two cultures has become crucial in today’s globalized world. And that is what I do by means of my translation and interpreting services. Small and medium enterprises and individuals can now spread their messages through cultural and linguistic barriers and make a big impact on an international scale.

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