How to Write Awesome Product Descriptions That Sell
Posted Sep 10, 2015 by Lina Vashurina, Ecwid Team

How to Write Product Descriptions That Sell

In a previous post, we showed you how to use the our editor for Ecwid stores to create great product pages for your free online store. Although, you might now be wondering how exactly to write professional descriptions that would sell your items.

It’s not enough to just upload a photo of the product, state its name and price, and say a few descriptive words about it. Because when you have similar items being sold on two different shops, it’s the one with a well-written product description that will convert readers into buyers.

Small-time entrepreneurs like you might not be able to afford copywriters to do this, but that doesn’t mean you should settle for bland copy for your products.

In this post, we’ll teach you tricks used by successful web shops when enticing customers to purchase from them.

Depending on how many items you sell online, this could be a time-consuming process. But trust us, the effort will all be worth it when you see sales coming in.

Get down to the basics

Regardless of how great your customer service is, most shoppers will not bother contacting a shop when they have a question about a product. So, think ahead and include all the basic details that buyers might look for.

For example, if you sell apparel, the basics are those you can find on the tags like:

  • Clothing type (t-shirt, skirt, dress)
  • Style (V-neck, skater, maxi)
  • Sizing (include a chart if possible)
  • Fabric (90% cotton, 10% polyester)
  • Wash care instructions (if necessary)

Smooth Selling Ecwid Store

Smooth Sailing Co.

Mention technical product specifications only when necessary, such as for gadgets or appliances. Otherwise, all that information might overwhelm the buyer. Additionally, use generally accepted terms or jargon that your consumers would recognize. “Batteries not included” is simple and more understandable than “Portable electricity source not supplied with the product.”

Be smart with keywords

An important SEO rule when you build an online store is to use long tail keywords in item descriptions. Instead of writing “RC toy car,” the phrase “RC red toy Mini Cooper” will get hits from more serious buyers. They are the ones who are in the latter stages of their search and already know the specific product they are looking for in the market. This is also great if you have a niche shop.

However, go easy when sprinkling your text with tons of keywords. Make sure that they flow well with the rest of the copy. Don’t force the keywords too much that the writing sounds stilted.

Show a bit of personality

When you sell online, it’s easy to come across as cold and impersonal. After all, the buyer is interacting with a computer instead of real human beings.

Stay Young Montys Vintage Shop Ecwid Store

Monty’s Vintage shop

Remind consumers that there’s a person on the other side of the screen by dropping a few hints of personality here and there. Talk about the expert care you put in creating the product, your inspiration for your brand, or what you did to make your buyer happy. When it makes sense for your brand, use first-person pronouns (we, our, us), which is more engaging than taking on a neutral voice.

This is a good strategy for Facebook e-commerce sites that customers have easier access to. They would respond better if you are open and friendly.

Writing versus copywriting

It’s easy to just say that the pair of shoes you are selling is “nice” and of “good quality.” That’s not entirely convincing to the shopper. You’d have to prove the quality that you are writing about. So, mention its “hand-stitched genuine Italian leather” and “18K gold-plated buckle.”

Furthermore, write beautiful copy that appeals to the senses. This is especially important in e-commerce when buyers base their shopping cart decisions solely on the elements found in your virtual store, and not on what they can actually see or hold.

Effective copywriting is about telling a story. That’s the secret of advertising. Try thinking of a TV commercial for a cereal brand. It’s never just about the cereal. You’re also introduced to a loving mom getting her children ready for school in the morning. What’s your product’s story? It doesn’t have to be a literary masterpiece, but it should have a human touch. The consumer isn’t buying good Italian leather shoes. Rather, he’ll purchase it for the appealing heritage, lifestyle or memory it represents.

Speak to your audience

Imagine your ideal buyer. How does he or she talk? Try to mimic that voice, otherwise, the customer might not listen. Take on a style or tone that’s relatable to them.

If you sell quirky novelty items, then inject humor and fun into your descriptions. Unironically talking about a gag gift as if it were a priceless piece of art might make the buyer suspicious. Likewise, expensive luxury jewelry should be described with an air of elegance and grace if you want the buyer to take your store seriously.

Vitality Tap Ecwid Store

Vitality Tap

Also, remember to state details that would be important to your consumer. When you know that a majority of your customer base consists of vegans, then don’t withhold the information that you use cruelty-free vegan materials for your products. Include features and benefits that address your buyer’s unique concerns.

Create for the mobile user

Take all the tips above and tailor them into a mobile e-commerce user. People will usually not bother reading lengthy descriptions, especially if they’re viewing your site from a smartphone or tablet.

Lucy Choi Ecwid Store

Lucy Choi London

Your message can easily be missed when a buyer scrolls through huge blocks of text. A vivid and engaging 300-word copy can be whittled down to 75 words without losing the intended effect.

Don’t overlook formatting

Our editor makes it easy for you to customize formatting when you add your online store. This also gives your page an overall professional look.

Change the font types, colors and sizes to make your product description easier to read and scan. Emphasize headings and highlight information that you don’t want the buyer to miss. Add breaks between lines to avoid a cluttered layout. Bullet points are a great way to organize information, but use them sparingly. Thirty bullet points with long, complete sentences is essentially a paragraph.

Edit, edit, edit

Proofread what you have written before publishing it for the world to see. Think of every typo and error as a lost customer. Show the high level of attention to detail that your business values.

It’s always best to get someone else to take a look at your work, especially if you’re not very confident with your editing skills. Even the best of us might fail to catch a misspelled word or two.

Now that you’re ready…

Just start writing.

We understand that this might be easier said than done for most people. So just keep in mind that your goal is to just share what you know about the product, and there’s no other person who can do that better than you.

About the author
Lina is a content creator at Ecwid. She writes to inspire and educate readers on all things commerce. She loves to travel and runs marathons.
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