A well-thought-out product description page helps guide customers decide which product(s) to purchase based on their needs. Thus, it is essential in driving sales to your ecommerce. In essence, adding a short description after each product image you post on your website helps in:
- Making your pages visible in search engines when a customer types related keywords
- Establishing trust in your ecommerce
- Convincing a prospect that the item or service is ideal for him
- Driving conversion
What is a Product Page Description?
As the name suggests, a product page description is the web page that highlights the specifics of the products in your ecommerce store.
Its primary goals are to:
- Detail the facts about the items/services on a website to help prospects decide which items to purchase.
- Identify customer problems and show how a product will solve them.
This page is significant for brands selling multiple products or services. In large stores, it helps customers choose and buy the right product for their needs.
Remember, unlike physical stores, ecommerce shops do not have a human attendant to answer the customer’s questions. It’s no wonder website owners spend time creating informative and convincing descriptions for their products.
Lastly, these pages also allow you to mention any variations in:
- Product sizes and shapes
- Their specific uses
- Whether they are female, male, or unisex
In a nutshell, they mention data that helps buyers zero in on the right products for their needs.
Product Description Page: What are the Benefits?
An item description page is a single campaign with far-reaching benefits. It can help an ecommerce business achieve:
- Product information: These pages share with customers the details of your items or services to help them decide what to buy.
- SEO/Website Visibility: Well-thought-out pages use strategic keywords. This approach improves your website visibility on search engines, exposing your brand to more prospects.
- Conversion: Description pages can encourage conversion. They do this by explaining how the product will remedy the client’s problem. Lastly, easy-to-read pages can also boost conversion in on-the-go clients looking to scheme through a product’s details before buying it.
- Building brand trust: Accurate and honest descriptions present you as an industry professional. That way, it builds trust among would-be buyers and repeat customers.
With troves of benefits to reap from a single campaign, you’ll need to update your product pages to competitive standards.
But where do you start with such a seemingly hectic project? How can you increase the likelihood of success?
The Elements of a Complete Product Page Description
A well-built product description page is a powerful conversion tool. Beyond guiding clients, it impacts buying decisions and can help drive more sales to your ecommerce.
A complete description page contains the following:
1. Product images
Always add high-quality images alongside your description so that customers can see what the item looks like. Also, flaunt all angles and add zoom in/out options to give shoppers a complete view.
2. The details of the items/services
Be sure to address the following when discussing the product or service:
- Mention all the specifics of the items you sell to guide your prospects.
- Show that you understand your customer’s problem and how your product will address it.
- Make it easy for customers to discern variations in sizes, sexes, uses, etc.
Lastly, remember to make the product description short, readable, and valuable to the shopper.
3. Price
Anyone going through your products is a would-be buyer. Don’t forget to add a price tag on each item on your description page.
Also, specify if you’re giving a discount or offering a special sale like “buy one, get one free.”
4. Add-to-cart button:
A conspicuous “add to cart” button helps you turn more shoppers into buying customers. It works more like the trolley cart you find at the mall–once you throw something in, you’ll almost certainly pay for it.
With all these at hand, you have everything it takes to guide buyers to the right products.
Good Product Description Examples: What Should it Look Like?
Even with all the above components, your descriptions may not achieve their purpose if you don’t follow some best practices.
So what are the qualities of an excellent product page?
Let’s find out, shall we?
1. Talks to the right prospect
Constantly tailor your copy to speak to the ideal prospect. Add all the information your potential buyers are searching for, show that you understand their needs, and explain why this is the appropriate item/service for them.
For example, when describing wireless earphones, you could begin like:
“Are you tired of wires hanging down your ear, plugs that don’t fit, and poor quality sound? Upgrade to the new…”
2. Use appropriate wording
Word choice matters when creating product descriptions. For these pages, the goal is to show an item’s benefits and trigger action without sounding salesy. You don’t want prospects to feel like you’re struggling to sell your product.
For example, instead of saying stuff like this is the “best earphones in the market,” you can use a word like “unique earphones that guarantee crystal clear sound” and then explain how it stands out from products.
If you can’t zero in on the right words to use, hire a product description writer from competent freelance sites like Bunny Studios. These experts tend to employ the right jargon to persuade buyers into purchasing items without sounding like a rip-off.
3. Highlights a product’s advantages
Listing a product’s features alone won’t turn a prospect into a buyer. The best service/item descriptions should focus on explaining their advantages to users. It also details how those features make it stand out from other items.
In essence, you should identify customer problems and mention how your product will solve them in the description.
For example, you can list the product’s advantages as follows:
The Advantages
- Long battery life: Enjoy 6 hours of non-stop music
- Wireless earphones: Connect your Bluetooth. No more cords hanging around your ear
- Crystal clear sound: high-tech speakers that guarantee excellent sound quality
- Fits in the ear: Shaped to fit and stick perfectly in nearly all ear shapes
Listing the pros in this manner allows customers to ponder over their problems and see your product as the remedy.
4. Easy to scheme through
While you want to be as thorough as possible, nothing can be off-putting as long paragraphs of technical jargon with overly persuasive language.
Always make your product descriptions easy to read and concise because most internet buyers want quick facts for easy decision-making.
You can make your texts readable by:
- Adding bold texts
- Using bullets
- Listing items
- Using short paragraphs
Easy-to-read descriptions drive more conversions–even the most impatient buyers can access the info they need in a jiffy.
5. Correct and Honest
A wrong description can harm your brand’s reputation. Remember, shoppers buy items to fulfill a specific purpose.
Hence, misleading marketing can invite hefty lawsuits and threaten to ruin your bottom line apart from losing your customers’ trust.
Why You Should Hire a Freelance Writer for your Product Page Description
There is no doubt you know your products best. However, only experienced copywriters understand the right words and formats to describe items to encourage customer conversion.
Remember, only a well-thought-out product description page can drive sales to your ecommerce store. With so many factors to consider, it’s better to write a draft of what you need and then hire a product description writer to finetune it into compelling, informative, and helpful content.
Below are the many reasons to hire an experienced product description writer and how to pinpoint the right one for your needs.
1. They understand the niceties of product description writing
Product description writing balances between marketing and informational language. The goal is to educate the buyer and convince them to buy the product without sounding too salesy or mis-marketing the item. You also want to present the info in a readable format, e.g., using bullets for easy scheming.
Lastly, it would be best if you used the problem-solution strategy. In other words, you must show that you recognize your prospect’s needs and state how the item/service solves them.
2. Competent writers adopt your brand’s tone
Well, maybe you’re thinking: “how well will a freelance writer represent my brand?”
The truth is, this will depend on a writer’s know-how and how much info you share about your brand’s culture, tone, and audience.
Therefore, make the introduction as detailed as possible and remember to provide all the information the copywriter needs to create a compelling product description page.
3. The best writers guarantee quality work
Spelling errors, wrong punctuations, and sentences that don’t make sense can portray your brand as unprofessional in the shopper’s eye. To avoid such mistakes, outsource work to freelance writers from reputable platforms like Bunny Studio.
These writers also eliminate all sorts of fluff or unnecessary words that you’d find in a poor-quality description page while ironing out all gray areas to create a tailored copy.
4. Finish your project in good time
Finishing the content creation process in good time is a primary concern for a business looking to roll out or upgrade its services. With so much to do, it can be hectic trying to write these descriptions alone.
Alternatively, you can let an expert do the work for you and play a supervisory role while focusing on other aspects of the launch.
Freelance writers guarantee quick turnaround, in as little as 24 to 48 hours, and will surely meet the deadline for your projects.
5. You get the value of your money
Outsourcing the work to freelance writers will enable you to get the value of your money because you’ll enjoy long-term success from a single copy.
While some charge per hour, others use a fixed-rate plan which you discuss ahead of the project. Sometimes, the freelance website will determine the amount you pay for the project.
What Now?
Before hiring a freelancer, it’s crucial to double-check a website’s reputation. Find out what other people say about it by reading customer reviews. Also, you want to scrutinize samples of previous copies to gauge the freelancer’s expertise and relevance to your campaign.
Remember to be as detailed as possible when sharing the project details to get custom content that your audience will find helpful.
