Natalia Wiszewska Estimated reading time: 10 minutes
Writing a good product description is indeed crucial for success on online sales platforms. Customers are drawn not only by an attractive price or a pleasing appearance but, above all, by the satisfaction they expect from their purchase. Therefore, it’s worth investing time in creating a description that not only grabs the attention of potential customers but also persuades them to make a purchase. In this article, we will provide you with guidance on how to write a good product description on a marketplace, along with some essential principles to keep in mind.
1. Make the product title specific and engaging
The first impression is the most important, so make sure to have an attractive product title. It should be short but should also highlight the main features of the product. Remember that the title is what will make the customer stop and look at your page.
For example, if you are selling a portable Bluetooth speaker, you can choose a title like “Powerful Bass and High-Quality Sound – XYZ Portable Bluetooth Speaker.” This way, you immediately emphasize the key features of the product that might be decisive for the customer.
The product title should be concise but attention-grabbing. A well-chosen title can set your product apart from the competition and catch the attention of potential customers. Keep in mind that customers often browse through many product pages, so it’s important that your title is unique and interesting.
If you have enough space, consider adding information about the product’s unique features to the title. For instance, if the XYZ portable Bluetooth speaker has a waterproof casing, you can include this information in the title, such as “Powerful Bass and High-Quality Sound – XYZ Portable Bluetooth Speaker with Waterproof Casing.” This kind of information can attract customers who are looking for a speaker for outdoor or travel use.
Remember that the title is the first thing the customer will see, so it’s worthwhile to take the time to select it thoughtfully.
Krups added not only the product’s name in the title but also highlighted a unique product feature – eco design. This is an effective strategy to make the product stand out by emphasizing its environmentally friendly aspect right in the title. It can attract eco-conscious customers who are looking for sustainable products.
2. Describe the product using storytelling
A product description should not be a dry list of technical features. It’s valuable to connect it with a story that will engage the customer and help them better understand why choosing this product is worthwhile.
For example, if you are selling an action camera, you can start the description with an introduction to an exciting event where this camera was used. Then, you can gradually introduce the customer to the world of the camera’s features and capabilities, describing the benefits they will gain from using it. This way, the customer will experience the emotions associated with the product, making it easier for them to decide to make a purchase.
In this offer, the benefits of the wallet were presented first. Then, the story of its designer was told, followed by the introduction of the product’s unique features. This approach combines the appeal of the product’s practical advantages with a personal touch through the designer’s story and highlights the wallet’s distinctive qualities. It’s a compelling way to engage potential customers and give them a well-rounded perspective on the product.
3. Don’t Forget About Product Specifications
In addition to the story and highlighting the main features, remember to provide specifics, such as technical specifications or dimensions. Some customers are more detail-oriented, and precise information can often be the key to their purchase decision.
For example, when selling a refrigerator, it’s important to provide its dimensions, capacity, and other relevant information so that the customer can be confident that the product meets their expectations.
The dimensions of a refrigerator are not just technical information but also an important aspect in the context of kitchen arrangement. Customers often have limited space, so accurate refrigerator dimensions can be decisive when choosing the right model. It’s also worth mentioning that the refrigerator should have sufficient capacity to store all the groceries the customer wants to keep in it. This way, the customer can enjoy a convenient and functional solution that meets their needs.
Let’s not forget about technical parameters that may be significant for the customer. For instance, providing information about the refrigerator’s energy consumption is crucial. In the age of growing environmental awareness, many customers pay attention to the energy efficiency of appliances. The lower the energy consumption, the more attractive the product becomes. Therefore, it’s important to provide such information so that the customer can make an informed choice and be confident that their purchase is both functional and environmentally friendly.
In this case, at the very beginning, the technical specifications and the most important distinguishing features of this refrigerator were presented. This approach provides customers with essential information right away, allowing them to quickly understand what sets this refrigerator apart from others. It’s an effective way to grab their attention and communicate the key selling points of the product from the start.
4. Write from the Customer’s Perspective – What Will Your Product Give Them?
Often, sellers focus only on describing a product’s features but forget the most important aspect – the benefits it provides to the customer. It’s crucial to adopt the customer’s perspective and describe the problems the product solves.
For instance, if you’re selling a robotic vacuum cleaner, instead of just saying it’s quiet and effective, you can emphasize that it will save the customer time they could spend on other tasks instead of vacuuming. These are the benefits the product brings to the customer and are often the key to the final purchase decision.
Think about what other benefits the robotic vacuum cleaner can offer. Apart from time savings, the customer can enjoy a clean and tidy home without the hassle of doing the cleaning themselves. A robotic vacuum cleaner is also perfect for people with allergies because it effectively removes dust and allergens from surfaces. This allows the customer to breathe clean air and avoid unpleasant allergic reactions. Try to identify the problem your product can solve, and don’t focus solely on features.
Is your product affordable? Don’t just mention the competitive price. It’s not enough. Customers will also appreciate the financial savings they can achieve with your product. But present it in a different way. Using the example of a robotic vacuum cleaner again, it consumes significantly less energy than a traditional vacuum cleaner. Explain to the customer that, thanks to this, they will have lower monthly electricity bills. Additionally, due to effective dust and dirt removal, the customer can use professional cleaning services less frequently, resulting in more savings.
Don’t forget about convenience and simplicity. Show that your product is easy to use. For example, with programming and remote control, the customer can schedule vacuuming at a convenient time, and they don’t need to worry about the cleanliness of their home. The robotic vacuum cleaner autonomously navigates through rooms, avoiding obstacles, allowing the customer to focus on other important matters.
The benefits of using products can be numerous. The easiest way to find them is to put yourself in the customer’s shoes. Discover what problem you can help them solve and convince them that your product does it best!
5. Keyword Selection
When writing a product description, it’s important to consider using keywords that customers might enter into a search engine. This will make it easier for customers to find your product among the competition.
For instance, if you’re selling natural cosmetics, include keywords in your description such as “eco-friendly,” “skin-friendly,” or “natural ingredients.” This will help customers locate your product in the cosmetics section.
Selecting the right keywords is crucial for effective product promotion. Think about the most important features and benefits of your product and which words might be associated with these features. For example, if your product is a facial cream, it’s important to include keywords related to skincare, such as “moisturizing,” “nourishing,” or “anti-aging.” This way, people searching for skincare products will more easily find your cream.
Remember that keywords should be related to the theme of your product. If you’re selling natural cosmetics, include keywords related to eco-friendliness and natural ingredients. You can mention words like “organic,” “chemical-free,” or “vegan.” This will help attract the attention of customers looking for environmentally friendly products.
Also, pay attention to popular trends in the industry. If you know that there’s growing interest among customers in natural cosmetics, include keywords related to this topic. Words like “eco,” “bio,” or “organic” can be beneficial. This will make your product more visible to people looking for natural solutions.
6. SEO-Friendly Description Structure
It’s essential to ensure that your product description has a structure that’s friendly to search engines. You can achieve this by breaking down the description into:
- Paragraphs
- Headings
- Using bulleted lists
For example, the guidelines you’re providing here each have a separate heading, making it easy to find specific information.
Internet search engines like Google or Bing use algorithms that analyze the structure and content of web pages. Therefore, it’s crucial for your description to be search engine-friendly.
Breaking the text into paragraphs makes it more readable and easier for users to absorb. Additionally, search engines favor well-organized and legible text. Hence, it’s worth ensuring that each paragraph of your description contains logically connected information.
Headings are another element worth including in your description’s structure. They allow you to highlight essential topics and emphasize crucial information. Search engines often analyze headings to understand the content of a page. Therefore, it’s beneficial to use headings that are related to the description’s content and contain key phrases.
Bulleted lists are yet another technique that can aid the structure of your description. They allow you to emphasize key points and make it easier for readers to quickly grasp the content. Search engines also appreciate bulleted lists because they facilitate indexing and page analysis.
In summary, the structure of your description is crucial for search engines. Therefore, it’s essential to break the text into paragraphs, include headings, and use bulleted lists. This will make your page more readable, easier to understand, and better visible in search results.
7. Unwritten Rules for Adding Product Images
In addition to the description, product images play a significant role in the buying process. Therefore, it’s essential to pay attention to these aspects as well.
First and foremost, well-crafted and professional images capture the customer’s eye and provide them with an idea of how the product appears in reality. Strive to use high-quality images that showcase the product from various angles and in different settings.
For instance, if you’re selling clothing, it’s a good idea to show the items on a model so that customers can visualize how they’ll look when worn.
Additionally, it’s crucial to ensure image quality – they should be sharp and adequately lit. Avoid including images with low resolution, as they can deter customers.
Moreover, pay attention to the background of the images. Choose a neutral background that doesn’t distract the customer from the product itself. Avoid overly bright colors that might create confusion and disorient potential customers.
Another essential aspect is the composition of the image. Ensure that the product is adequately framed and that there are no unnecessary elements in the photo. Focus on presenting the main product and try to showcase it in the best way.
If you’re selling food products, make sure to present them in an appetizing manner. Use suitable lighting and settings that highlight the taste and appearance of the food. Customers often decide to make a purchase based on how delicious the food looks in the picture.
Additionally, consider the angle from which you take the photo. Sometimes, changing the perspective can entirely alter the product’s appearance. Try taking photos from above, from the side, and from below to display various features and details.
Don’t forget about photo retouching. In some cases, it may be necessary to adjust colors, remove imperfections, or fine-tune the contrast. However, be cautious not to overdo it, as customers may feel deceived if the product they receive doesn’t look the same as in the photo.
Well-maintained and professional product images are incredibly important in the buying process. Strive to make the most of all available tools to showcase your product effectively. Remember to focus on quality, composition, background, angle, and retouching. By doing so, you’ll gain the trust of customers and increase your chances of making a sale.