How to Write Ecommerce Product Descriptions That Sell

Not sure why no one is buying your products online? It may be your product descriptions - or lack thereof.

Not having product descriptions on your ecommerce site is a serious missed opportunity. Google - the most integral search engine - covets fresh, authentic content, and so do your potential buyers. When you can't deliver, your search engine rank and sales falter.

A product description provided by the manufacturer will help you get something up - and quickly - but it won't help your bottom line. It's highly likely your competition has the same one. This doesn't help you stand out in the minds of potential buyers, and Google frowns on duplicate content.

If your products are your own, having a product description that just talks about product features or just has bullet points with product features is boring, and when people are bored they click elsewhere - like your competitor's site.

Features usually aren't enough to compel people to buy. As important as size, color and care are, people need to be able to imagine how your product will change their world.

If you want to write ecommerce product descriptions that sell, you need to employ some of the strategies used by professional copywriters.

9 Hot Ecommerce Product Description Writing Tips Likely To Drive Sales

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1. Focus on Benefits That Spur The Psyche
Don't get me wrong, I'm not suggesting you boycot bullet points. They're important. They highlight key features of your product and you want people to be able to easily decipher those. But as integral as product features are, they aren't as compelling as benefits. They can't stand on their own.

People often buy based on emotions. You have to get in your target demographic's head, you have to be able to speak to what they're really looking to accomplish when they purchase a product such as sex appeal or being with the in-crowd.

2. Know Your Audience
You can't speak to your target demographic's deepest desires without getting to know them first.

Imagine your target demographic vividly. What are they wearing, what are they doing, how do they talk? What's important to them, what stirs their emotions? When you go to write, picture them in your mind.

Learn how to speak their language. Find out where your target demographic hangs out online and listen in. Use their lingo in your descriptions.

If you're still not sure what motivates your target audience, ask them. Conduct a survey or start a focus group. One of my clients set up a group on Facebook for this purpose. She offered freebies to those who participated.

3. Solve A Problem
Some people are seeking out a product because it compliments their lifestyle or makes them feel cooler or more desirable, but some are simply looking to solve a problem such as finding a skin care product that helps them to fight aging, sans harmful chemicals and too many dollar signs, or finding a double D bra that's supportive yet sexy.

Foreground benefits in your product description. Get to the point. Ask yourself, "What problems does my product solve?" and then answer the question. Try to speak to all possible uses for your product.

People dig a good story, especially when it's about them. Painting a vivid picture of your potential buyer's problem using a clever anecdote or story that positions them as the protagonist then immediately solving their problem by presenting the key benefits of your product is a smart tactic.

4. Optimize Your Product Descriptions for Search Engines
You want to make sure you're using search terms, or keywords, your target audience might use to find your product online.

You can use Ubersuggest, Keyword Eye or the Google Keyword Planner tool in Google Adwords to generate keyword ideas and gain insight on search volumes and competition levels. 

Include these keywords in your product description, but don't overuse them. You want to make sure the copy flows well and doesn't sound awkward because your primary objective is to appeal to buyers.

5. Capture and Keep The Attention of Potential Buyers
Internet browsers tend to have short attention spans. Hook them right away with questions, bold statements and compelling language.

Keep it short and succinct. Long product descriptions usually don't get read. Three to four sentences tends to be good. If you want to have a longer description, make sure to break the copy up into short, easy-to-read paragraphs.

6. Use Both Action and Descriptive Words
Using fresh, vibrant language throughout your description will also help keep potential buyers enthralled. Get creative. Show personality and passion - it's contagious. Have fun.

Don't use the same word more than once. When I was writing product descriptions for sexy lingerie I spent time brainstorming and made a list of every possible descriptive word or phrase synonymous with sex appeal. Whenever I got stuck and needed to freshen up my approach, I referred to my list.

But don't get me wrong, you don't want to only use descriptive words. In fact, the more verbs the better. This helps keep the copy lively, and it allows people to envision your product in action.

Here is an example of a product description from Fab.com that allows potential buyers to picture themselves using the product. It's fun, it hooks readers right away, it speaks the language of the target audience, and clearly explains the benefits of purchasing the product.

7. Make Sure Your Product Descriptions Match The Tone of Your Brand
Before you start writing your product descriptions, you want to get clear on what defines your brand so you can establish the best language, or tone, to represent what you stand for.

For instance, if you're an eco-friendly or holistic wellness company, a nurturing or empowering tone might be a good way to go. If you're a clothing company selling colorful duds for teens, you might want to take on a more fun, youthful tone. You want the tone that works best for your company to be consistent throughout your product descriptions.

8. Don't Get Overzealous
Don't try to add hundreds of product descriptions at once. Not only will you burn yourself out, but when you do this, it's pretty much guaranteed you'll end up with copious grammatical errors and less than savory copy. This will not help your bottom line.

Set realistic goals for how many product descriptions you'll write and upload each day. Four or five a day is good.

9. Check Your Grammar
Grammatical errors can turn buyers off. Especially if your product description reads awkwardly or is hard to understand. Check your product descriptions for grammatical errors, then check them again. Then have a couple other people check them. Grammar-Monster.com is good source for easy-to-follow grammar rules and explanations.

If English is your second language or grammar just isn't your strong suit, hiring a proofreader is probably in your best interest.

Read any compelling ecommerce product descriptions lately? What made it so tempting to buy? Do share by commenting below.