Writing effective product descriptions is a key part of developing high-quality crowd-sourced content. Product descriptions are often the first impression customers have of a brand or product, so it is important to craft descriptions that convey the right message and encourage purchases. Whether you are looking to crowdsource product descriptions for your own e-commerce site or writing descriptions as a freelancer, following best practices will help you create descriptions that sell.
The foundation of any good product description is thorough research. Take the time to understand everything about the product – who it is designed for, what problem it solves, key features and benefits, materials used, sizing/fit information, and anything else a customer would find useful to know. Research competing products so you understand how your product compares. Get any necessary specifications or technical details from the manufacturer. Thorough upfront research will allow you to highlight the most important and appealing aspects of the product in the description.
The structure of a product description is also important. Most descriptions follow a standard formula to make important information easy for customers to find at a glance. The standard structure includes:
-Headline: A short, compelling title that summarizes the key benefits in 1-2 sentences. The headline should entice customers to keep reading.
-Bullet points: 3-5 well-written bullet points that call out top features/benefits. Keep bullets concise at 50 characters or less.
-Feature paragraphs: 1-2 paragraphs of 2-3 sentences each that describe features and benefits in more detail. Explain “why” the product is a good choice.
-Specs: A brief list or table of key specs like dimensions, materials, colors available, care instructions.
-Call to action: Reiterate top benefits and encourage the customer to “Add to Cart”. Include relevant pricing.
Within this structure, focus descriptions on the customer instead of just listing product attributes. Highlight concrete benefits like what problems the product solves, feelings/experiences it enables, and improvements to their life. Quantify benefits when possible with relevant data, statistics or customer testimonials. This makes the description more persuasive and engaging for the reader.
Descriptive, engaging language is another important element. Vary sentence structures and lengths for readability. Use active verbs and words that trigger the senses where appropriate. For example, you could write “This soft jacket hugs your body for all-day warmth and comfort” instead of just “Soft jacket.” Show instead of tell to paint a picture for the customer.
Review your draft description through a customer’s eyes. Would any terms or product attributes be unclear? Have others review as well to spot any areas needing clarification or better explanation of benefits. Customer testing improves the quality and persuasiveness of your work.
Proofread thoroughly for spelling, grammar, punctuation and consistency with any manufacturer specifications or brand guidelines. Fixing all errors is important to build credibility and trust with readers. Have descriptions professionally edited if needed.
Once published, product descriptions should be periodically reviewed and updated based on customer feedback and sales performance. Make adjustments to optimize conversion rates by better addressing customer needs, questions or objections. Tracking key metrics like time on page and bounce rate can also help surface areas needing refinement. Descriptions are a living document that improve over time.
Mastery of content writing fundamentals along with the structured approach outlined here will allow freelancers and internal content teams to develop standout product descriptions that move customers down the sales funnel. Taking the time to thoughtfully describe products from the customer perspective, backed by thorough research, ensures descriptions maximize purchase intent and sell more products through e-commerce sites and marketplaces. Well-crafted product copy is a powerful sales tool.