How to write compelling product descriptions

By Zara Rowden on April 8th, 2024

Crafting creative product descriptions

Have you ever stumbled upon a website, perhaps drawn in by a captivating image or an intriguing headline? Yet as you scroll further down the page, it’s the product description that encourages you to make the change from browsing to buying.

At Vooba, we understand the role that an eye-catching description can play in reeling in an audience. If you’re wondering how you can write better product descriptions, we can help. 

Let us talk you through our top tips on how to write compelling product descriptions that encourage your visitors to take action.

What are product descriptions?

Product descriptions guide customers from curiosity to making the full purchase. They provide important information about a product, including its features and benefits. Beyond specifications, they aim to spark curiosity and persuade your audience to make a purchase.

What can a creative product description do? 

  • Create an emotional connection.
    A good description can play with emotions by addressing what your audience wants and needs, making potential customers feel like they have to have your product in their hands.
  • Drive action.
    Through persuasive language and call-to-actions, product descriptions can prompt your audience to make a purchase.
  • Improve conversions.
    The primary goal of a product description is to convert browsers into buyers. By showcasing how wonderful your product is, well-written descriptions can significantly boost conversion rates and revenue.

Could you write better product descriptions?

A good product description can have positive effects on your sales efforts. 

However, vague or overly technical descriptions may leave your potential customers feeling overwhelmed or confused. Descriptions that are ridden with grammatical and factual errors reflect poorly on your brand’s professionalism, leading to a lack of trust in your products. 

Without compelling or persuasive language, your products may fail to stand out against your competition.

The benefits of producing creative product descriptions

Taking the time to create high-quality product descriptions offers a number of benefits, including:

  • Enhanced customer experience.
    Clear descriptions allow customers to purchase your product with peace of mind, ensuring they have all the necessary information, leading to long-term loyalty. 
  • Improved search engine visibility.
    Well-optimised product descriptions can improve your website’s search engine rankings, making it easier for potential customers to discover your products online.
  • Increased conversion rates.
    Compelling product descriptions have the power to sway buyers who are feeling hesitant, driving conversions and boosting sales.

How to write compelling product descriptions

If you’re stuck on how to start writing compelling product descriptions, you should ask yourself the following questions:

  • What problems does your product solve? 
    Highlight how your product addresses specific pain points or fulfils needs within your target audience. Talk about specific tasks or activities that may have been difficult beforehand and note how your product can make a difference.
  • What makes your product stand out?
    Clearly articulate what sets your product apart from competitors and why potential customers should choose it over alternatives. Look at what your competitors are doing and highlight how your product does it better.
  • What do customers gain from your product? 
    Focus on the benefits of your product - rather than just its features. Although talking about specifications can be helpful, it’s important to also emphasise how the product will enhance the customer’s life or solve their problems.

Writing creative product descriptions that sell

  • A compelling headline
    Capture the reader’s attention with a catchy headline that piques curiosity and summarises the essence of your product.
  • Clear and concise
    Keep descriptions clear, concise and easy to digest, avoiding unnecessary technical language that the reader won’t understand.
  • Detai
    Provide enough information to help customers make informed decisions without overwhelming them with irrelevant details.
  • Benefits
    Focus on the benefits of the product, highlighting how it can positively impact the customer’s life.
  • Tell a story
    Illustrate how the product can address the customer’s wants and needs, painting a clear picture of how valuable it is.
  • Action
    Encourage the customer to take action, whether that’s making a purchase, signing up for a newsletter or engaging with your brand further.

How do I know if my product descriptions are working?

Monitoring key performance indicators (KPIs) is essential to gauge the effectiveness of your product descriptions. Be sure to track the following:

  • Conversion rate
    Track the percentage of website visitors who complete a desired action, such as making a purchase or adding items to their cart, after viewing product descriptions. 
  • Time spent on page
    Assess how long visitors spend reading product descriptions, as prolonged engagement may suggest interest and intent to purchase.
  • Bounce rate
    Monitor the percentage of visitors who navigate away from your site after viewing a single page, which can indicate whether your product descriptions are engaging enough to keep users on your site.

Additionally, tracking sales data and customer feedback can help you to refine and optimise your product descriptions for better results.

Write better product descriptions with Vooba

This guide should have given you everything you need to know about creating powerful product descriptions. However, if you still don’t know where to start, why not consider outsourcing your content to our creative team?

To find out more about how we can help you craft compelling product descriptions, or to discuss your requirements further, please get in touch. Call our talented marketing team today on 01798 667167.

(+44) 01798 667167