When you’ve got a business selling products to people online, the first impression your customers get isn't through a physical store or a friendly salesperson; it's through the product descriptions on your website. Product descriptions are the unsung heroes of all online businesses, often playing a more significant role in your success than you might think. So yes, do tell your customers that your t-shirt is 100% combed cotton and do tell your customers what the difference is between a “dad fit” and a “boyfriend fit”. It all matters, we promise!
Product descriptions are more than just a list of features and specifications. They are your virtual sales representatives, working tirelessly 24/7 to answer customer questions, showcase your products, and convince visitors to make a purchase. Now as dramatic as that all sounds, it’s true, more information on your products typically should equate to more potential customers and more potential sales.
Consider this: a potential customer lands on your product page, drawn in by an enticing product image. The next thing they do is scan the product description for more information. If your description is lackluster, incomplete, or confusing, you risk losing that potential sale. If you found two competing products online, one with a really good description and one without, which one do you think you would be more interested in? Exactly.
We all know how important customer support is for ecommerce, but wouldn't it be great if you could reduce the number of inquiries flooding your support channels? High-quality product descriptions can help achieve just that. When your descriptions are comprehensive and informative, they answer many of the questions customers might have, such as product specifications, usage, and benefits. This reduces the need for customers to contact your support team for clarifications, saving time for both your staff and customers. It's a win-win situation!
Excellent product descriptions aren't just about providing information; they also contribute to the overall shopping experience. Engaging and well-crafted descriptions can evoke emotions and help customers envision themselves using the product.
For example, instead of just listing technical specifications for a cozy blanket, you can describe how it feels against the skin, its warmth, and how it can make a chilly evening by the fireplace more enjoyable. This kind of storytelling in your descriptions can make a significant difference in how customers perceive your products.
Search engine optimization (SEO) is crucial for the online visibility of your ecommerce store. If you go on X (Twitter), you’ll see everyone in the DTC world talking about SEO constantly. High-quality product descriptions play a part in this too. When your product descriptions are well-structured and contain relevant keywords, they can improve your website's ranking on search engines like Google.
Consider conducting keyword research to identify the terms potential customers are using to search for products like yours. Incorporate these keywords naturally into your descriptions to make your products more discoverable. I mean, this is what we do with our blog and you’re reading it now so it must work, right?
Trust is a vital element in ecommerce and just business in general. When customers trust your brand and products, they are more likely to make a purchase. Well-written product descriptions that are accurate and honest contribute to building this trust. We can’t emphasize the word, “honest” enough - tell your customers what they’re getting, nothing else!
If a customer reads a product description that aligns with what they receive when they make a purchase, it reinforces their belief in your brand. On the flip side, misleading or inaccurate descriptions can lead to disappointment and erode trust, which can be difficult to rebuild. Basically if you lie to your customers, don’t expect them to come back.
As with most areas of business, ecommerce is a highly competitive space. You're not the only one selling a particular product, and customers have plenty of options. Excellent product descriptions provide you with a chance to stand out from the crowd.
Take the time to highlight what makes your product unique. Whether it's the craftsmanship, eco-friendly materials, or exclusive features, your descriptions should emphasize what sets your products apart from the competition.
Storytelling is a powerful tool in marketing - again hence why we write this blog, and it can be a game-changer in your product descriptions. Share the story behind the product, the inspiration for its design, or the problem it solves. Customers connect with brands that have a narrative, and it can help create an emotional bond with your audience - especially if you’re a small business. We want to know who is behind this small business and why the products matter to you so much as a business owner.
For example, if you sell handmade jewelry, share the story of the artisans who create each piece, the materials they use, and the passion that goes into crafting each item. This personal touch can be incredibly appealing to customers.
When you invest time and effort into creating high-quality product descriptions, you're not just describing products; you're creating a bridge of understanding and trust between your brand and your customers. So, don't underestimate the power of words when it comes to selling online. Your product descriptions are your silent salespeople, and they have the potential to take your business to new heights!
