10 Tips for Creating Engaging Web Product Descriptions

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When we enter an online store, web product descriptions are fundamental in our purchasing decision. They evaluate the characteristics, benefits, user reviews, among other factors. For this reason, the writing must meet a series of requirements.

The type of product will certainly determine what you write, the benefits of using our teacher database but in general, there are tips you can follow regardless of whether it is a technological device, a sports device, or a space decoration. So pay close attention.

1. Answer the “5 Ws” to define your buyer persona : This step is the basis of the process. It will help you identify your ideal client and, as Forbes magazine explains, it will also allow you to guide the description accordingly. What are the 5 questions? Let’s look at the details.

● Who?: Ask yourself who the product is aimed at, where it comes from, what it does, etc. Gather as much data as possible to define your buyer persona and connect with your customers.

● What?: Here, focus on the product, specifying what its characteristics are.

● Where?: Think about where your customers should use that product. In the office? Outside their home? On a piece of furniture?

● When? : when or at what time is the product appropriate to use. For sports? For studying? For working comfortably?

● Why? : determines why someone would use that product.

● How?: and this item is clearly not part of the “5 Ws”, but in certain cases it is important to detail how that machine or technological device will work.

2. Write a scannable description : this will make reading easier, allowing the user to access the most relevant information at once. You can include subtitles and sentences in bold.

3. Be creative and write a unique message : bet on delivering valuable and exclusive content, your clients will not like to see an exact copy of another site on yours. Also, making other people's information your own and delivering more of the same will reflect badly on your brand.

4. Include the product's features : for example, dimensions, type of certification, whether it has automatic shut-off, what other elements are included, the brand, and the model. The important thing is that you don't get caught up in technical jargon that is difficult to understand.

In the following example, you can see how Paris.cl incorporates these details:



5. Highlight the benefits : Explain to the client what solutions you can provide, how it will make their life easier, what it will do for them. For example, tell them that it is a device that adds 1 terabyte of storage to their computer to store their important documents.

6. Include visual content : It is very important that, in the descriptions of web products, you include images of these from different angles, which can be enlarged. But also pay attention to the audiovisual format, this will be a very useful element for the buyer. For example, a video about a sports machine, showing how it works and all the types of exercises that can be done with it.

7. Don't brag about the product's benefits : Yes, you may be very happy with your product and want to share its many benefits. It will certainly be a delight for you, but what about your customers? Excessive praise could create great distrust in a potential buyer, so act with moderation.

8. Add a comments section – This will allow users to review and rate the product, which will serve as a reference for other customers. So, make sure that what you offer is fulfilled, that way you will get positive opinions from consumers.

Falabella.com allows its customers to comment and rate products:



9. Keep your description to a consistent length : Let's face it, as a potential buyer, would you read a description that reads like a testament? Probably not, and that's the risk you run if you don't moderate the length of the text you include. For example, try to concentrate your description in a one-minute reading time, which will force you to include only what is relevant and eliminate what is not helpful for customers.

10. Use language that eliminates the buyer's guilt : Avoid making them feel like they are wasting their money or investing in something that may not be that important. For example, let them know that this is an exclusive offer.

But that's not all. When you write for an online platform, SEO positioning is essential; therefore, in web product descriptions, it is essential that you use keywords, ideally long-tail keywords . And, by the way, don't forget to include data such as the warranty period, price, number of installments allowed, payment methods, shipping options, etc.

The most important thing is to think about the client when writing. This will help you connect with their interests and needs, capture their attention and achieve the purchase objective.