Building an online store? There's an endless checklist of things spinning in your mind. Web design? Check. Database? Check. Product photos? Check. Your product descriptions are likely to be far down your to-do list.
Do customers really care about that little squiggle of text? Do product descriptions matter?
Yes! Neglecting your product description is the first – and most important – mistake online store owners make. You'll find these descriptions are little more than product specifications. A sleep-inducing list of ingredients or sizes. Such information is important – but it's not a real product description.
That's not the only mistake online businesses are committing. Below I will cover the most common product description mistakes that are killing your sales. Don't let these homicidal howlers go unnoticed – read on to learn more. (Oh, and we'll also go through a few stellar product description writing examples.)
Common Product Description Mistakes
1. Too little or no information
"Can't I just "let the product speak for itself?" you ask.
Nope. Committing this cardinal product description mistake doesn't engage, inform, or energise your customers. Even if half of your customers don't bother with the product description, some will. In today's competitive online market, you need to stand out from the crowd. Your customers need to know just how awesome your product is – and only you can tell them.
That's why the first mistake is too short descriptions or no description at all. Worse, sometimes the information is just plain wrong!
Writing a line or two about the material and colour isn't sufficient. You need to explain the product's key benefits. You should answer why the customer needs to buy your product. How will it improve their life?
2. Too much information
We've all stared at a wall of text and wondered: why? You don't go over it; you dare not read it. You turn around and go elsewhere. After all, walls aren't meant to be crossed.
Don't hide your product's key information behind a wall of text. Uses short paragraphs and bullet points to break up the monotony. Cut out any filler sections or "yeah, yeah " phrases – think "excellent product quality." Every word should drive a customer towards a sale. Customers want to skim-read your product descriptions: let them.
3. Spelling or Grammetical Grammatical mistakes
Nothing is more off-putting than a spelling or grammatical mistake. Any error – no matter how small – will diminish a customer's trust in your product. If you miss an error in your product description, who's to say you won't be sloppy when it comes to the product itself?
Use proofing software to ensure you catch any typos or errors. And read, read, read the descriptions until it's 100% ready to go.
4. No flow, no flair
Number four: trying to talk to everyone. Talking to everyone means you're talking to no one. While it seems logical to assume widening your net means you'll catch more fish, in reality, it does the opposite. You need to speak to a specific customer base.
Doing so will transform your stilted text into a product description full of flair and flavour. You'll stop worrying about annoying or appealing to every demographic, resulting in a greater flow. Trust me: the best writing doesn't come from overthinking.
For example, read the following running shoe description:
"Running shoes made from a breathable mesh material and hard-wearing rubber. Designed to absorb shock, ensuring greater comfort. Suitable for up to 1,000 miles of running."
It's little more than a list of features. Let's transform it into a fast-flowing description:
"Chase down your personal best with these advanced running shoes. Made from breathable materials and hard-wearing rubber, you can enjoy up to 1,000 miles of effortless running. We're introducing our new shock absorption, designed to dissipate any jolts through the shoes, reducing injury times."
Same info; more flair. Feel free to express yourself – just do so in a way that appeals to your target market.
5. No call to action
You want your customers to buy the product. Why not say so? Even better if you inject a sense of urgency or FOMO (fear of missing out).
Too many businesses forget to add a call-to-action to their product descriptions. How about: "order your running shoes now" or "add to cart; these won't last long!" Ensuring they know what to do and why to do it is key.
6. Bamboozling jargon
You know your products inside out. Like an academic writing about their specialist subject, there's a tendency to slip into industry speak when writing a product description. It's your passion – so you don't need to apologise. Just try to reframe your knowledge in a way your customer understands.
That doesn't mean talking to them like a child. If you're selling specialist computer parts, it's likely your customer base has at least a decent understanding of the subject. Still, no one wants to read a postgrad-level product description.
Avoid the bamboozling jargon, and always pitch your product description at a level your customers will understand.
Get More Product Description Writing Examples and Tips
Was that helpful? If you've got any questions, please comment below. Mastering the art of product description writing is tricky. We're always happy to help.
Don't let poor product descriptions kill your sales! Trust the experts at Impeccable Writing to craft compelling content that converts browsers into buyers. Our proven strategies will boost your bottom line and leave your competitors in the dust.
Never settle for subpar sales. Book a free consultation with us today and learn how we can transform your product descriptions from boring to brilliant. Schedule now and start seeing results!
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