Creating compelling product descriptions that get customers to take action and convert is an essential part of e-commerce marketing. Whether you’re selling online or in a brick-and-mortar store, you need product descriptions that make people want to buy. 

Follow these tips to write product descriptions that convert into sales.

Know Your Audience

The first step is understanding who your target customer is. What do they care about? What problems are they trying to solve? What words and phrases resonate with them? Spend time researching your audience persona so you can tailor descriptions specifically to their wants, needs, and values. 

Focus On Benefits, Not Just Features

Don’t simply list product features and specs. While that information is important, what really hooks customers are the benefits and outcomes the product provides. How does it make their life easier? How does it solve their problem? What value does it add? Focus on translating features into meaningful customer benefits. Dry product descriptions with lists and specifications rarely convert as well as descriptions that paint a picture and entice the reader into clicking ‘buy now’.

Use Emotive, Descriptive Language 

Incorporate vivid, sensory language that creates a mental image for the reader and generates an emotional response. Use descriptive words related to sight, sound, touch, taste, and smell as appropriate. Verbs and adjectives are your friends here. Stay away from bland, generic descriptions.

Tell a Story

Storytelling is an effective way to engage customers on an emotional level. Set up the customer’s problem or need, then explain how your product provides the perfect solution. Create a narrative that the customer can relate to and see themselves in.

Optimize for SEO

Choose keywords and phrases that prospects are likely searching for so that your descriptions also drive SEO value. Do keyword research to determine terms and questions to focus on. Work the top keywords naturally into your descriptions.

Keep It Concise

Don’t overwhelm with long, dense blocks of text. Break content up into scannable sections, bullets, and bite-sized paragraphs. Use descriptive headers and subheaders. Respect the reader’s time and focus only on the most essential selling points.  

Highlight Unique Selling Proposition

What makes your product special? Why should the customer choose your product over competitors’ products? Identify your USP and explicitly call out how your product stands above the rest.

Include Calls-to-Action

Every product description should have a strong CTA at the end guiding the next step the customer should take, whether that’s “Add to Cart” or “Buy Now.” Do everything possible to direct them to convert.

Test and Optimize

Treat product descriptions like any other landing page or ad – test and iterate to improve performance. Try different formats, content, headlines, and designs to see what resonates best with your audience. Refine over time. Once you have your product descriptions nailed, work with a digital marketing agency like Renaissance that understands how to drive traffic to your site. 

Following these tips will help you create product descriptions that excite, engage, and convince your customers. Well-crafted descriptions can be the deciding factor that drives conversions and sales for your business. Focus on crafting compelling narratives that highlight your products’ benefits and spur customers to take action.


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