Creating a sense of trust, credibility, and community with your shop and brand is an important part to running an online business. To do so, it can boil down to the little things, like product descriptions! Have you put much thought into this? If not, not to worry! In this post we will chat all about product descriptions, and directions you can take to write an awesome product description your customers will love and notice.
Who is Your Customer?
The first thing I recommend is getting to know your customer! Who are they? What do they like to do in their spare time? What kind of wording do they use to speak, and what’s their style like? For example, are they younger or older? Are they laid back or more formal? Do they use slang language or not? Would they appreciate a sense of humor in the text, or would they rather have point form details and specs on the products? This first portion is really important to understand, as it will shape the direction you will take. I always like to imagine I am talking to them face to face, what would that conversation look like?
Next is to ensure you are descriptive. Include language that talks about the product in detail the customer can picture. For example, talk about when and where it is used, what type of material it is, use language that appeals to the senses. Whatever works to truly describe to the customer what your product is.
For example, if you were selling chocolate, you might use works like crunchy, smooth, silky, buttery. In essence, what wording can you use that makes the customer understand and picture your product best?
Along the lines of being descriptive, be specific as well. For example, if a pizza place had a description saying “fastest delivery in town”, you may still be left confused and doubtful that it is. On the other hand, if they changed the description to say “Pizza delivery in 15 minutes or less”, that’s pretty clear! Keep this in mind when you are writing your own descriptions, to ensure what you add is specific and understandable.
Address Customer Doubts
I know this may sound counter intuitive, but talk about what the customer may be thinking in the back of their mind, that is preventing them from buying from you.
Some examples might be, how long will this product last? What if I don’t like it or if the item breaks? Am I getting the best price value for this product?
Addressing things like this can put the customer as ease, so they know exactly what they are getting into.
A great way to create added trust with potential buyers is by having customer reviews on your site! That way shoppers can see past customers experiences, and this also may help them get past any doubt.
Let’s run through some last things for formatting and other important bits to include.
As for what to include, after describing the product, it is likely important to include specs and features included in the item, such as sizing, or accessory pieces added or not included. Talk about the benefits and features of the item as well.
Make sure it is easy to read and understand. Use short words, sentences, paragraphs, etc. Bullet points are always a good idea too! If this is a bit too much information for your product page, I would suggest breaking it into tabs! There are some great apps on Shopify that let you add tabbed product descriptions, so don’t hesitate to explore this too.
Lastly, if at all possible, add a video of your product! A big trend I have seen lately for clothing sites is adding in a video of someone wearing the item and walking around. This shows the customer how the item fits, and how it flows. I know this is not always a feasible option, but if it’s possible for you to do, it’s a great way to help the customer visualize what it would be like to own your product!
If you really are having a hard time figuring out what to write, check out some of your favourite online stores! Each shop has their own unique style and way of writing their descriptions, so get some inspiration from others if that helps.
All in all, have fun with it! Get creative, and make your descriptions unique to you. Whether your descriptions are to the point, or fun, or whimsical, or humorous, the choice is yours! Running a successful online store is all about creating a brand and community that customers feel connected to, so don’t let that fall short on your product descriptions.