HOW TO WRITE A KILLER DESCRIPTION - THE EASY WAY
What’s makes a product description selL well?
People often only include the technical information like the material it’s made from and the size of the product. Which is useful - but it doesn’t sell it to your shopper.
We’ve put together a list of what your descriptions need in order to persuade your traffic to buy.
This list includes tips on how to make your description easy to read, how to write so your shopper feels like they need your product, and what kind of information your descriptions need in order to come across as trustworthy.
1. Is it easy to read?
More often than not, people will throw in what they’ve got straight from the supplier, or they try to write the description themselves. The thought of readability doesn’t really come into it.
Which is alarming because we want the process to be as easy as possible for your shopper. We want them to be able to understand what it is they’re giving you money for.
How do you make your product description more readable?
It’s really easy.
Bullet Points & Lists
If you’ve got a lot of information, a list, or lots of numbers - it needs to be bulleted. If you have instructions, use a numbered list to keep the steps easy to understand.
Bullet point list heading
- Line of words here
- More words here
- Even more words here
List of instructions heading
- First thing to do
- Second thing to do
- Third thing to do
What if I need to point out important info?
If you’ve got important information in your description bold it to draw attention to it. If you’ve got a small piece of additional information italicize it to still draw attention to it but to not stand out as the main focus.
Whether you’re bolding text or italicizing it, make sure it only covers a few words or a single line of text. If you bold or italicize any more than that, you’ve just made your text unreadable.
How long should my sentences be?
Keep your sentences around 10-12 words long. This keeps things short and sweet. Easy bite size pieces of information for your reader. Long winded sentences are difficult to process, so avoid them at all costs.
2. Is the copy directed at the buyer?
Too many people write their descriptions focused on the product and what the product can do. What they should be doing is writing in a way that describes what the product will do for the customer.
The customer wants to hear about what’s in it for them. They want to know why they need your product in their life. What problem is it going to solve for them?
You can do this easily by using the words ‘you’ and ‘your’ throughout your description. You’ll also want to talk about the benefits of the product rather than the features.
BUYER-DIRECTED COPY exampleS
Rather than saying: 5.7 oz (161 g)
Say this: The light weight makes it easy to carry with you, wherever you go.
Rather than saying: 6” screen size
Say this: With the glare-free 6” screen, you’ll find it easy to read in any light.
It’s easy to turn a feature into a benefit when you use the word ‘you’.
3. Does it ANSWER THEIR QUESTIONS?
If you’re wanting someone to buy your product online, you need to give them the answer to any question they may have. Otherwise they’ll leave your site, or return the product if they ended up buying. You lose money either way.
Your shopper may be thinking:
- How do I know if it’ll fit?
- What if it doesn’t fit, what’s their return policy?
- How much is shipping?
- Do they ship to my country?
- How do I look after this garment?
- How long before I receive it?
These questions are easily taken care of with Care instructions, a Sizing Guide, Shipping Info, and your Return policy.
If you have all of this information on your product page, you remove a lot of reasons for your shopper to leave your site. Because you’ve answered all the questions they may have.
But how do you fit all of this information on your product page?
There are several ways listed below.
USING TABS TO BREAK YOUR TEXT DOWN
This involves copying and pasting a block of code into each product description. It looks a bit scary at first, but once you get the hang of it - it really is just a matter of copying and pasting.
You can use tabs to display Product Information, Shipping Information, Return Policy, and a Size Guide. You can create your own custom tabs to show whatever information you want. Using tabs also helps to break down and remove those ‘walls of text’, making your page a lot easier to read.
Learn how to add tabs to your product descriptions for Shopify here
GETTING THE POINT ACROSS WITH ICONS
By using icons your shopper can immediately see that you have:
- A 30 day money back option
- Free shipping for orders over $50
- That you ship internationally
- Anything else you want to draw their attention to quickly
Icons are a great way to instantly communicate a message. No one wants to read the 7 paragraphs of your return poilicy. An icon saying '30 day money-back guarantee' gets the message across without your shopper having to put any effort in.
It's helpful if you link your icons to your policy, refund, or information pages that do go into more detail about it.
INCLUDE A Size Guide
This can be as simple or as flashy as you like. Your size guide can be simple wording on a page, or you can use an app to display the information a lot nicer.
Remember to avoid using an image as your sizing guide. This is because images are often responsive for smaller screen sizes, meaning that it’ll be shrunk down to an unreadable size.
Learn how to add a size guide to your Shopify store here.
See? It's easy to write product descriptions that really engage your shoppers. Give it a go and see what happens!
All you need is:
- Copy that gets to the point (10-12 words per sentence)
- Copy that's arranged clearly (headings, bullet points, and lists)
- Words that focus on your buyer and what your product will do for them
- Icons that get your policies across (e.g. returns & shipping)
- And include enough information to answer your shopper's questions ("will it fit me?")