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
3. Use Your Own Words
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
- 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
- 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”?