Creative product descriptions make an immediate impression.
With just a few words, sentences, or paragraphs, they're able to tell a story, appeal to your imagination, and get people excited about your products.
In other words, when it comes to online marketing--they're really freakin' important!
Any time I think about persuasive and attention grabbing product descriptions, I can't help but start with ModCloth. If you haven't had a chance to check them out, they offer a wide array of vintage-inspired clothing and accessories.
But you don't have to be a fashionista to appreciate the quality of their content. In fact, they do such a great job with their product descriptions I'm sure they've had quite a few converts.
What makes their product descriptions so creative and engaging?
1. Visually Interesting Product Photos
Of course no ecommerce product description is complete unless you include the right images.
Since customers can't touch or interact with your products in the same way they might at a traditional brick and mortar storefront, your product photography is going to be critically important. Be sure to check out this helpful DIY product photography tips to help you get started.
ModCloth does a great job of using crisp and clean images that showcase their products. Shoppers also have the ability to zoom in/out and view other angles. But even if your website doesn't have all of those fancy bells and whistles, a few static images will still go a long way.
And before you panic--you don't have to run out and hire a professional photographer. Start by trying to do it yourself. Just make sure your images always showcase your products in the best way possible.
2. Descriptive Keyword-Rich Product Titles
Like this example for their "Outer Bank on It Sandal in Yellow." Before we get to the actual product description, I want to take a minute to focus on the product title.
Notice the combination of keywords ("Sandal in Yellow") as well as the specific product name ("Outer Bank on It"). Here they do a great job of being descriptive and creative without being over the top or overly wordy.
Here you need to think like your customers. What keywords would they use to search for your products?
If you don't include the right keywords in your product titles and descriptions, it will be more difficult for search engines to find you.
The same holds true with the content of their product descriptions.
3. Engaging Product Descriptions
They could have just settled for size, color, and a few other boring tidbits you'd typically find with other product descriptions but instead they created something a hell of a lot more interesting and engaging...
Sun, friends, dancing across the dunes, some clever wordplay--and that's just the first sentence!
Add in a reference to the history of the sandal maker and their commitment to quality and style, some key product features, and ideas for an outfit and accessories to pair with your purchase, and you've got yourself one really persuasive product description.
Think about your product descriptions. If a creative writing style similar to ModCloth’s isn’t your thing, no worries. You can still make your content more interesting and engaging. Start by asking yourself these 5 questions:
- What information do prospective customers really want to know?
- Why should they get excited about that particular product?
- How was it made? Was it carefully handcrafted?
- What makes it unique?
- Does this product description make me want to buy this product?
Writing persuasive product descriptions means taking the extra time to make sure you give each and every write up the love and attention it deserves. Trust me, your customers will definitely notice!
Looking for even more ways to improve your product pages?
As a disclaimer, I use affiliate links for some of the products listed. They are all products I absolutely love and trust and would recommend regardless of whether they have an affiliate program.
By: Shawn Graham