Writing Product Descriptions That Sell


This year holiday shopping will look quite different than it has in years past. Rather than crowds of people camping out overnight for Black Friday deals, shoppers will have to settle for shopping from the comfort of their own homes. That means much more online activity and more retailers vying for a piece of the action.


If you’re looking to get a slice of the pie, you’ll need to think about what you can do to make online shopping easier and less risky for your customers.


What I mean here is that people are accustomed to shopping online with larger brands like Best Buy and Target. But when it comes to smaller brands with less name recognition, business owners will need to go just a step further to make shoppers feel more comfortable whipping out their credit cards.


One of the ways you can do that is with better-written product descriptions.


The reason you need stronger descriptions is really simple: the more information you provide and the better-acquainted shoppers become, the more likely they’ll feel comfortable shopping.


Misinformation or a lack of information comes across as sketchy and haphazard. And nobody wants to share Here’s a quick rundown of how to instantly improve your website product descriptions.


List Available Colors and Designs:

Even though you might include this information in the drop-down menu, it’s also wise to list color and design options in the description. It helps shoppers, mentally, to see it all written out rather than to cycle through a list that only shows this information bit by bit.


Provide Dimensions:

Pictures of products can be deceiving no matter how hard you work to show them as true-to-size. That’s why it important to list dimensions. When you provide dimensions like height and width, shoppers can accurately determine how the product will measure up for them in real life.


Reference the Size & Height of Models:

If you sell apparel and have pictures of models, be sure to reference the height and general size of the model. Also, mention the actual size the model is wearing in that particular piece of clothing.


Include Fabric Types:

There’s a difference between cotton and a cotton-polyester blend. Shoppers want to know which one to expect before it lands at their front doors. If they are left to figure out the material composition of your products, they may decide to leave them there. Providing basic information like whether products are made of cashmere, cotton, wood, canvas, leather, or a percentage breakdown of mixed fabrics makes choosing your merch a no-brainer.


Name Special Features:

Include whether the product has special features like pockets, high waists, drawstrings, drawers, hidden compartments, tabs, liners, extra fabric, or any other relevant characteristic. Though these details might seem small, they can actually be the single description that influences a shopper to purchase or not.


Add Reviews When Possible:

Shoppers depend on descriptions, but they also appreciate reviews from other customers. In their minds, satisfied customers drastically increase the chance that they too will be satisfied. Even adding just one review per product can make a significant difference.


Hammering out product descriptions can be a total chore, especially when you feel like you have other, more important tasks. But neglecting your product descriptions just shouldn’t be an option. People rely on the information you present to make the best choices for themselves. Help ‘em out with descriptions that are full of information. Remember: It’s better to include too much information than too little.


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