The Art of Writing Engaging Product Descriptions

by Bradley Nice, Content Manager at ClickHelp — all-in-one help authoring tool

Creating effective product descriptions is a crucial part of any marketing plan. It helps to attract customers by grabbing their attention with compelling, well-written material.

Today, I will attempt to explain the philosophy behind product descriptions. You will learn about the marketing advantages of product descriptions and how to incorporate the creation of product descriptions into your SEO strategy.

What Is a Product Description?

A product description is a written explanation that highlights the features, benefits, and specifications of a particular item or service. It aims to provide potential customers with a clear understanding of what the product offers, its key attributes, and how it can fulfill their needs.

The two notions closely associated with a product description are 1) informed purchasing decisions and 2) unique selling points (USPs) of a product.

It is presumed that product descriptions help consumers make informed purchasing decisions. Informed purchasing decisions are choices made by consumers after carefully gathering and evaluating relevant information about a product or service.

Well-crafted descriptions can help convey the unique selling points of a product and encourage buyers to make a purchase. Unique selling points (USPs) are the specific features or characteristics of a product that differentiate it from competitors and make it stand out on the market. When a product description provides accurate information and other relevant details, customers are more likely to make a purchase.

Effective and Ineffective Product Descriptions

Let’s have a look at a couple of descriptions below and try to understand how they actually function. Just read the two texts and decide which is effective and which is not. Think of several reasons why. This short exercise will help you upgrade your description-writing skills.

Product Title: Smart Home Security Camera System

• Overview: Introducing our state-of-the-art Smart Home Security Camera System, designed to provide unparalleled peace of mind for you and your loved ones. This cutting-edge system combines advanced technology with user-friendly features to deliver a robust home security solution.
• Features:

HD Video: Capture crystal-clear footage day and night with 1080p HD resolution and infrared night vision.

Motion Detection: Receive instant alerts on your smartphone when motion is detected, ensuring you’re always aware of any activity.

Easy Installation: Set up the system in minutes with our straightforward installation process — no technical expertise required.

Cloud Storage: Safeguard your footage with secure cloud storage, accessible anytime, anywhere.

• Reviews: “I feel so much safer with this security camera system! The video quality is amazing, and the motion detection works flawlessly. Easy to set up and use!” — Happy Customer
• Warranty: Backed by a 1-year warranty for peace of mind.

Product Title: Security Camera

• Overview: Introducing our Security Camera, a device that captures video for security purposes. Features:

HD Video: The camera has HD video.

Motion Detection: It detects motion.

Easy Installation: Easy to install.

Cloud Storage: It has a cloud storage.

• Reviews: “It’s okay, I guess.” — Customer
• Warranty: Warranty included.

And, yes, you were right in identifying the first description as a ‘good’ one. In the first description, details are provided with a focus on benefits, user-friendly features, and customer testimonials, creating a compelling narrative. In contrast, the poor product description lacks specific details and enthusiasm and fails to highlight the unique selling points of the product. It also lacks depth in customer reviews and warranty information. It simply lists the basic specifications without elaborating on the USPs.

How to Make Product Descriptions Part of Your SEO Strategy?

Well-written product descriptions that include relevant keywords can improve search engine rankings. Search engines are more likely to display pages with comprehensive and keyword-rich descriptions, increasing the chances of attracting organic traffic.

Here are some tips to help you optimize your product descriptions for search engine indexing:

• Identify the keywords: Start by identifying the popular keywords that users are searching for related to your product. Use tools like Google Keyword Planner, Ubersuggest, or SEMrush.
• Include the keywords in the text: Once you have identified your target keywords, incorporate them into your product description.
• Write unique content: Ensure that your product description is unique and stands out from similar products on the market.
• Provide details: Include specific details about the product (dimensions, materials, colors, weight, etc.). This improves the chances of your product appearing in search results for specific product attributes.
• Optimize meta tags: Pay attention to the metadata that appear in search engine results. These tags should include relevant keywords and provide a concise summary of your product.

Remember, it’s important to strike a balance between SEO optimizing and writing compelling, user-friendly content.

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Investing time and effort into writing good product descriptions can lead to increased sales, improved customer satisfaction, and a stronger image. Compelling product descriptions can persuade potential customers to make a purchase, increasing conversion rates and ultimately boosting sales.

Happy documenting!

Bradley Nice, Content Manager at ClickHelp.com — best online documentation tool for SaaS vendors