The way you describe your products or services can significantly impact your sales.
Statistics show that 87% of online shoppers consider product descriptions crucial when making a buying decision, and well-crafted descriptions can boost conversion rates by up to 78%. Additionally, poor product descriptions contribute to 30% of cart abandonment rates, underscoring the importance of clear and engaging copy.
Here, I will provide actionable advice on how to write compelling product and service descriptions that not only attract visitors but also turn them into customers.
What is a product or service description?
A product or service description is a form of marketing copy that explains what a business offers and highlights the benefits and unique selling points. These descriptions aim to inform potential customers about the product or service and persuade them of its value.
Effective descriptions provide essential details such as the problems the offering solves, its features and benefits, and what sets it apart from the competition. This type of content is crucial for helping customers make informed purchasing decisions and can significantly enhance the visibility and attractiveness of a business’s offerings.
Differences between product and service descriptions
While product descriptions focus on tangible items detailing their features, specifications, and benefits, service descriptions explain the nature of the services provided, how they’re delivered, and the advantages they offer.
However, both types of descriptions aim to engage potential customers by addressing their needs and demonstrating how the product or service can solve their problems. Despite their differences, the principles for writing compelling descriptions are similar.
How to write powerful product and service descriptions
Now that you understand the importance of product and service descriptions for your business, it’s time to write some powerful ones. So, I’ve gathered everything you need:
1. Think of your customers’ needs first
Your potential customers are looking for solutions, not just products and services. Frame your offerings around the challenges they face. This approach transforms a mundane feature list into a compelling narrative that resonates with potential buyers.
To achieve this, conduct market research to understand your target audience’s problems, and use surveys, customer feedback, and online reviews to gather insights. Then, create your descriptions to directly address these issues, positioning your product or service as the ideal solution.
Example: Instead of “We offer accounting software,” say, “Tired of complicated tax calculations? Our software simplifies your financial management, letting you focus on growing your business.”
2. Focus on benefits, then features
A frequent mistake businesses make is focusing too much on the features of their product or service. Features are important, but they should be linked to specific benefits a customer will enjoy after buying from you. Highlighting benefits answers the customer’s unspoken question: “What’s in it for me?”
When highlighting benefits, think about the direct impact your product or service will have on the customer’s life or business. How will it save them time, money, or effort? How will it improve their day-to-day operations or personal well-being? Then, use simple language that highlights these benefits.
Example: Instead of simply listing, “Our CRM includes integrated analytics and automated contact management,” emphasize the benefits: “Improve your efficiency with our CRM that automates contact management to save you hours and provides integrated analytics for smarter, quicker business decisions.”
3. Define what makes your offer unique
It’s not just what you do; it’s how you do it differently that matters. That’s called Unique Selling Proposition (USP). Find yours and clearly articulate it.
Your USP should communicate what sets your product or service apart. This could be an innovative feature, exceptional customer service, or a unique approach to solving a common problem. Ensure your USP is clear, concise, and prominently featured in your descriptions.
Example: “Our approach combines personalized consultations with automated tools to deliver a unique blend of tailor-made service and efficiency.”
4. Include powerful headlines
As David Ogilvy, the father of advertising, said, “On average, five times as many people read the headline as read the body copy.” That’s how important headlines are. So, think of the 4-U’s formula when writing a headline, and make it:
- Useful
- Urgent
- Unique
- Ultra-specific
Creating a powerful headline involves understanding what grabs your audience’s attention and compels them to read more. Use active language, address a specific problem, and hint at the benefit they will receive by continuing to read.
Example: “Transform Your Business in 30 Days: Discover Our All-in-One Accounting Solution.”
5. Build trust through testimonials and reviews
Include success stories and endorsements within your descriptions to demonstrate reliability and effectiveness. Use direct quotes from customers to be even more persuasive.
Testimonials and reviews add social proof to your descriptions, making them more credible. Highlighting real-life experiences and results can boost the perceived value of your product or service.
Example: “Join more than 100 satisfied customers like [Client’s Name] who saw their project management efficiency double within weeks of using our service.”
6. Communicate clearly
Avoid unnecessary jargon that might alienate potential clients, unless your niche is too technical. Speak their language to ensure your message resonates with them.
Clear communication is critical to ensuring your audience understands exactly what you’re offering. Use simple, straightforward language, and break down complex concepts into easy-to-understand terms.
Example: Instead of “Our software facilitates seamless integrations,” say, “Our software easily connects with your existing tools.”
7. Use a direct Call to Action
A strong Call to Action (CTA) is crucial in guiding your customers toward the next step, whether making a purchase, signing up for a trial, or contacting you for more information. A CTA should be clear and compelling, encouraging immediate action.
When creating your CTA, consider what action you want the reader to take and use action-oriented language that creates a sense of urgency or value. Experiment with different CTAs and test their effectiveness to see what works best.
Example: “See the difference for yourself. Start your free trial today!”
8. Make your descriptions discoverable
Optimizing your product or service descriptions for search engines is essential to ensuring potential customers can find them. This involves using relevant keywords naturally within your descriptions, which helps improve your search engine rankings.
Research keywords relevant to your industry and incorporate them into your descriptions without overstuffing. Tools like Google Keyword Planner, Ahrefs, and SEMrush can help you identify popular keywords.
Example: If you’re selling eco-friendly water bottles, include terms like “sustainable water bottles” or “environmentally-friendly bottles.”
9. Use A/B testing and regular updates
Finally, try different versions of your descriptions to see what works best. A/B testing involves creating two versions of a description and comparing their performance to see which one converts better. Regularly update your descriptions to reflect new features, benefits, and customer feedback.
By continuously optimizing your descriptions, you ensure they remain relevant and effective, adapting to changes in customer preferences and market trends.
Your product and service description checklist
After writing your descriptions, use the following checklist to ensure they’re engaging, clear, and persuasive:
- Who is the ideal customer for this product or service?
- Does this product or service address a specific need or problem?
- Why should customers choose you over your competitors?
- How will someone feel after buying your product or service?
- What core values does your ideal customer hold, and how does this product or service align with them?
- What critical information do customers need to make an informed purchase decision?
- How can you exceed customer expectations with this product or service?
- What key benefits should customers experience, and how can you vividly convey these benefits?
- Have you gathered and incorporated feedback from customers about their needs and preferences?
Product and service descriptions that sell on autopilot
Creating powerful product and service descriptions is an ongoing process that requires understanding your audience, focusing on benefits, and continuously optimizing for better performance.
By following the tips above, you can create descriptions that attract and convert customers, ultimately boosting your sales and improving your brand’s reputation.
