From Features to Benefits: How to Write Product Descriptions That Resonate with Customers

From Features to Benefits: How to Write Product Descriptions That Resonate with Customers
Craft engaging product descriptions that drive sales for your online store with this handy guide.
by Square Apr 17, 2023 — 4 min read
From Features to Benefits: How to Write Product Descriptions That Resonate with Customers

Up to 10% of all e-commerce sites currently have product descriptions that don’t meet users’ needs. Considering that 18.1% of products are returned due to not resembling what is described online, business owners need to get savvy when it comes to crafting stellar product descriptions that convert.
This article will help you craft engaging product descriptions that will help your products drive clicks, sell, and make your customers happy.

How to write engaging product descriptions

An easy recipe for a product description is: Target market focused + value proposition + descriptive detail = product description. Let’s break that down.

Target market focused: Start off by digging deep into who your target market is. Define their age, lifestyle, interests, and needs so you can craft a product description tailored to them.

Value proposition: What makes your product unique? How will it make your customer’s life better? Sum this up in one sentence.

Descriptive detail: Finally, get descriptive. Use language that pops off the page to draw readers in and give them an idea of what they’re buying before clicking.

But what takes a product description from average to amazing? Here are some tips on how to write product descriptions that stand out and make your customers happy.

Keep it short and sweet

Good writing is concise. Avoid lengthy sentences and get to the point. The average reader’s attention span is short, so you want to get your point across as quickly as possible.

Tip: Instead of saying “this product is perfect for those who are always on the go and looking for a quick and healthy snack that won’t slow them down.” Say, “the perfect snack for busy lifestyles.”

Use sensory language

Tap into your customer’s senses. Describe the look, feel, and sound of the product, the texture, and other details they won’t be able to see until they get it in their hands. Give them an idea of what they’re missing out on if they don’t buy.

Tip: Instead of writing “it’s soft and comfortable,” write something like, “It feels like a cloud-like embrace the second you put it on.”

Include customer feedback

Nothing is more powerful than customer reviews and ratings. Including positive customer feedback whenever you can help increase your chances of converting.

Tip: If you’re looking to incentivise customers to leave a review, Square Online allows you to email discounts and coupons to reviewers directly.


Be consistent

Use the same tone and style throughout your product descriptions. Keep everything uniform and make sure that you don’t misspell words or use poor grammar.

Why your product descriptions aren’t selling

Below-average product descriptions often have tell-tale red flags. Here are some common mistakes business owners make when writing product descriptions.

Making them too wordy, long, and jargon-filled

Your description can break your sale as quickly as it can make it. Descriptions that are long-winded, filled with unnecessary jargon and details, or don’t make a clear point of what the product does are a surefire way to lose potential customers.

Using duplicate content

Although you want to keep your product descriptions fairly uniform, duplicate content like copy-pasting the product’s description from the manufacturer is a no-no. You want to make it your own and stand out from competitors who may be doing the same thing.

Focusing solely on features, not benefits

It’s important to mention what features set your product apart, but don’t forget to also include how those features make the product better. How will it benefit customers? What problems can they solve with your product?

Sounding like a salesperson

You don’t want to sound like a car salesman, but you do need to persuade customers that your product is worth buying. Be sure to strike a good balance between informative and persuasive, so you don’t turn away potential buyers.

Creating generic descriptions

Generic product descriptions are just as ineffective, if not worse than duplicate content. A generic description won’t tell customers why they should buy your product over all the others out there that look exactly the same or have similar features.

Inaccurate product descriptions

You’ll be surprised how many e-commerce stores have false product descriptions on their websites. Always double-check that the information you’re providing is up-to-date, accurate, and relevant.

The basics of optimising your product descriptions for SEO

What is SEO optimisation?

SEO optimisation refers to the enhancement of your product description to be search-engine friendly. Using strategies including keyword research, strategic keyword placement, and descriptive copy, SEO can help you increase the visibility of your listing in search engine results.
This will help ensure that potential customers find your product when searching online. It also helps to create brand recognition – if they are more likely to recognise and remember what they have seen in the past, then they’re more likely to visit your website again in the future.
When Google indexes your website, it wants to identify exactly what your product is all about and who would want to see it. The algorithm does this by trawling your content for keywords and phrases, which help it understand what your product is about.

Use keywords, but not too many

Make sure to include relevant keywords throughout your descriptions – but don’t go overboard. You want your descriptions to remain natural and descriptive; overstuffing with keywords will make them less effective and
could even hurt your rankings in search engine results.

Provide visuals

Finally, don’t forget the power of visuals! Product images are essential when it comes to selling online – as they give potential customers an idea of what they can expect from your products.

Make sure to include clear, high-quality images of your product from multiple angles and ensure that it accurately reflects the description given.

This will help to give potential customers a better understanding of what they are buying – increasing the chances of making a sale. You can use the alt text feature to provide further information about the product in an SEO-friendly manner.

With these tips, you’ll be on your way to writing effective and compelling product descriptions that will help to boost sales. Good luck!

This article is for informational purposes only and does not constitute professional advice. For specific advice applicable to your business, please contact a professional.

The Bottom Line is brought to you by a global team of collaborators who believe that anyone should be able to participate and thrive in the economy.


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