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How to Write Product Descriptions for Websites

  • August 4 2014
  • Comments Off on How to Write Product Descriptions for Websites

One thing that influences most people when it comes to what they buy is the product descriptions those items have. They will read about what the product is, how it works, how it will help them, and when available, most people will also read reviews from people who have used the product directly. These reviews can cause a person who’s on the edge of buying an item to either say ‘yes’ or ‘no’ to the sale. If you want to make sure that you are putting the best information out there for your customers to see, you need to make sure the product descriptions are top notch.

What a Product Description Should Contain

When creating a product description, there are a few things you need to make sure you put in them. You should first make sure that you name the product, including any special numbers or letters that identify it from the competition. Next, you should explain how the product works. This should include how easy it is to put together (if necessary), how much clean up is required when used, and ease of overall use. You should then include the pros and cons of using the product and tell potential customers how the product will help make their life easier in some way.

After all of the specific information about the product is included, you should also put a section into the product review that reviews the product from a consumer’s point of view. This should talk about if you would recommend others buy this, and reasons why or why not. This can talk about cost, functions, extra parts or pieces you need to make the product work, or anything else pertaining to how the product functions. Overall, this should be an honest adaptation of how the product worked so others can reference it before making their purchase. If you want consumers to view your product as something they need to better their life, then you need to make sure that you point out how this product fulfills a direct need that each consumer can mentally relate to.

The Tone and Style of Great Product Descriptions

The tone of a product description should be casual yet informative. You do not want to include too much technical information, as that can turn potential customers off unintentionally. The style should also be casual, but more conversational, so that people feel as though their reading descriptions from people they can relate to. This will help them understand the point behind what is mentioned in the product description, but make it to where they are unafraid to find out more about the product. If the tone or style is too stuffy, this can cause people to not want the product, no matter if they are able to see a need that this product can fill.

What Mistakes to Avoid with Product Descriptions

The biggest mistake that most people make when it comes to writing product descriptions is making them come across in too positive of a light. If you write a product description that makes a product sound too good, most people will wonder if the product is too good to be true. This can put a consumer on the fence about buying something that otherwise would have been an easy purchase for them. You should attempt to point out some bad points in your review so consumers feel as though they know what to expect when buying a product, allowing them to feel like educated and savvy consumers.

The more you can tell consumers about how a product can fill a need in their lives, the better your chances are they will want to purchase the product. Just make sure to point out the good and the bad, and give an honest opinion when it comes to the product you are writing about. This will put confidence in your buyers, and keep them coming back.

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Cameron Mackey

Cameron is the Content Manager for the Vorongo Blog. He has spent three years in various content marketing roles. When he is not working with Vorongo he enjoys photography and hiking.

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