If you own an e-commerce site, your product descriptions are no-brainers in assisting you in generating more sales. Because when it comes to sales, it’s not just about what your product can do. It’s the story of who your product is for and how your product can help your customers receive what they want. So how do you get more customers to click “Buy now” after seeing your product descriptions? If customers can imagine how your product fits into their life, they are much more likely to purchase it. By studying other brands’ copywriting, you can enhance your own. Are you ready to start writing captivating product descriptions?

Know Who Your Audience Is

Convincing someone to purchase something without understanding their wants and needs is difficult. If you want your product descriptions to be compelling, you must know your audience well. In particular, look into the characteristics of the target segment of an ideal customer (age, gender, personality, etc.). Also, analyze in what way your product helps your customers solve problems.

If you can figure out precisely what your customers want and need, you can create a picture with your words that can sell your item. 

Tell a Compelling Story

Compelling copywriting gets the reader invested. You want them to feel like they are part of your story. Your descriptions are no exception when people want to be entertained and fascinated. Depending on your product, you may combine humor with storytelling to create a compelling product description. Although not all products are right for this type of humorous storytelling, you can find an interesting angle for your products to make that selling point.

Write with SEO in Mind

You should understand search engine optimization (SEO) if you care about receiving free, recurring customers. This includes using relevant keywords so customers can quickly locate your e-commerce store on Google and other search engines. So, optimizing your product descriptions begins with understanding what keyword you want your page to rank for – you will need to complete keyword research. Overall, this is something every e-commerce business owner should know and learn.

Use Advertisements to Test Copy

Let’s discuss pay-per-click (PPC) advertisements and how to use them to enhance your product copy. If you are already running search ads, use the excerpts from the ad copies in your product descriptions. Otherwise, you may still spy on competitors’ ads to see what kind of copy works for them. Just Google your business product.

This will allow you to view their ad copies across their ads because advertisements that attract the most traffic and cost the most will likely be optimized and tested.

Your Product Page Needs to Look Good

Not only does your product page need to sound good, but it must also look good. You can achieve this by doing the following:

• Use better words to describe your products
• Create scannable product descriptions
• Break up significant paragraphs and reduce fluff
• Use high-quality videos and images
• Break up the website page visually

If you don’t know how to structure your e-commerce website with the above tips and can’t locate a template you like, it might be worth hiring a web design company such as Adventure Web Interactive to build it for you. 

Be More Direct

Most importantly, polish your description by cutting the fluff or unnecessary wording. When you are done writing, sleep on it first, then read your product descriptions the next day. You’ll notice where you’ve added the extra wording by reading them out loud. Instead, aim for strong, concise, and expressive vocabulary.

Learning how to enhance your product descriptions and pages is one of the easiest ways to receive a more significant ROI from your e-commerce business. Are you ready to learn more? Collaborate with an accomplished e-commerce web design company today!

Craig Kahl is the President and CEO of Adventure Web Interactive. AWI has been recognized as Baltimore’s Top Web Design Firm by The Daily Record and named one of Silicon Review Magazine’s Top 50 Most Admired Companies in the country. Before founding Adventure Web Interactive in 1997, he was VP of Operations for Campus Concepts, Inc., and the youngest division head in history for Pitney Bowes at age 24. He has a Bachelor of Science in Management Information Systems from the University of Maryland and a Master of Business Administration in Finance from Loyola University. Craig is a member of the International CEO Club and Rolling Road Golf Club and loves spending time outdoors with his wife and son.