If your business operates on any e-commerce platform, you are probably familiar with writing descriptions for your products and services. Your customers know what you’re selling, but do your product descriptions make those customers want to buy? Read on to learn four simple ways you can make your product descriptions more customer-friendly. Make these changes to your web content and watch your empty clicks turn into sales to customers who need what you have to offer.

 1. Solve a Problem

Your customers like to know the features of a product before they buy it, but before they make the final decision, they want to know how the features can help them with their individual situation. When listing features, find a way to spin a relatable purpose into the description.

  • Be professional and personable.
  • Make readers feel as though you are talking directly to them.
  • Use the product description to solve a problem. Discuss the “how” of your product with your already present “what.”

 2. Check (and Double-Check) Your Grammar

 One of the biggest killers of a possible, even likely, e-commerce sale is bad grammar. Customers could have heard the unbeatable reviews of five close family members, all telling them that your product is the only one they’ll ever require. The second the customer sees a misplaced apostrophe or overlooked misspelling, the sale is off. Why? Because the customer now questions your authority and credibility. The number-one thing any business person can do before publishing product descriptions online is to double-check all content for errors.

3. Use Your Own Words

It may seem like the manufacturer’s words would be the most authoritative quote to use in a product description; however, they often lack a tone that matches the rest of your website and makes customers feel that the product will solve their particular problem.

Manufacturer-written descriptions may also be used on other websites, which means your content will be similar to that of another (or 10) e-commerce websites. In the e-commerce world, where there are countless sources of products to buy, it’s important to stand out from the crowd. Using the manufacturer’s description doesn’t make your company unique. It makes you a company selling the same product that other websites sell.

4. Keep the Reading On the Light Side

 Today’s online shoppers don’t have time to sit down and read pages, or even paragraphs, of product information. They are shopping on the go on their phones or during a bit of down-time between work, errands and family obligations. Product descriptions must be concise. Information must be skimmable and brief, yet comprehensive enough to let customers know that your product is the right product for them.
Keep reading on the light side to keep your customers engaged following these three easy steps:
  • Break up the text with bulleted lists (and sub headers, when applicable) to make it easier to keep place while reading.
  • Use fonts, color, bold, italics and underlines to your advantage to catch the reader’s attention.
  • Use images. Bonus points for using images that explain something without text!

Good Content = Better Business

 A good product description is one of the simplest ways to boost your sales. Read your current product descriptions as if you were the customer, and check for the following:
  • Is your spelling and grammar up to par?
  • Can you easily skim content and get all the information you need?
  • Is the descriptive professional yet personable?
  • Does this product appear to “solve a problem”?
You will be shocked by how easily you can reap the benefits of taking the time to create quality content that speaks to your customers, helping them to make the decision to buy.