How To Write Effective Product Page Content

There are hundreds, or thousands, or millions of potential customers out there that could be interested in your product. But without the right marketing, you may never see your sales potential.

Ecommerce sites spend time and money developing their website but they often overlook one of the most important elements – the product page!

You can separate your business from others by developing a detailed, attention-grabbing product page. 

But how?

Keep reading to find out!

Your Product Page

The product page is where customers can find the products or services that you are selling. From there, they can easily add it to their cart and check out! But that’s not always how it happens.

The mistake that many eCommerce sites make is a product page that is underdeveloped. They spend so much time developing an awesome product, but they only use one line to describe it!

The product page can be the key to your success if used properly. The guide below will walk you through exactly what you need to know to build an exceptional product page and start making some money!

1. Write With Your Audience in Mind

All the content on your site should be tailored towards your ideal customer. From the first page to the thank you page, you need to consider how your audience will react and what will appeal to them.

Here are a few things you should consider when writing for your audience.

  • How did they find your product page?
  • What are they interested in?
  • What would appeal most to them about your product?
  • What do they value when buying a product?

Questions like these will give you an idea of the type of person you are selling to. Use that persona as inspiration when writing your product descriptions.

2. Make It Easy to Read

Online consumers want easy to understand information and they want it fast. So avoid using too much text in your product description. You can use bullet points, bold text or colored text to make key facts stand out.

Use plain English and explain any technical terms related to your product (if applicable). Most of all, be concise. Don’t include any fluff in the product description that isn’t relevant or educational for your potential customers.

3. Use Search Engine Optimization (SEO) to Your Advantage

Your search engine optimization (SEO) refers to how easily searchable your site is. When people search for products like yours, does yours come up? Or your competitors?

Your SEO can bring more traffic to your site and attract your ideal customer. Your product descriptions are a part of your SEO. Spend some time researching the best keywords for your products and use them in the description.

You still may not be the number one link on Google, but you can attract the right customers that are ready to buy.

4. Use Persuasive Language

When it comes to writing your product descriptions you are trying to educate and persuade. Customers want to know the dimensions and color of the product, but they also may need convincing that this is the right product for them.

You can differentiate your product from competitors by using persuasive words and phrases that market researchers know will work. 

Choose words that evoke a certain positive emotion for customers, like wonderful, blissful, magical, or uplifting. You don’t need to pack the description with unneeded adjectives, but instead, choose those adjectives wisely for the most impactful reaction.

5. Be Mindful of Tone and Word Choice

You’ve thought about your ideal customer, you have your keywords, and you’ve picked a few persuasive selling terms. Now it’s time to think about the other words and phrases you’re using. 

Are there slang words or nicknames that the customer will relate to? Are there keywords that they are looking for when buying things like your product? Those small decisions can make a difference when it comes to making a sale.

Choosing the right tone depends on your product and the audience. If you are selling children’s toys to parents you might choose a playful, light-hearted tone. But if you’re selling outdoor equipment to campers you might use a more informative and direct tone.

6. Choose Something That Makes Your Product Unique

In your product description, you should include one statement that explains why your product is unique from others like it. Customers these days have many product choices when shopping online, so you have to stand out!

Remember what is important to your ideal customer and play off of that. Would they be interested in different colors or patterns of the product? Do they want to know about durability? How is your product different and better?

When a customer connects with your product, buys it, uses it, and loves it you have a greater chance of a repeat purchase. Over time this can help you build brand awareness and loyalty.

7. Use Product Reviews or FAQs

The product description should be concise. But if you want your customers to be able to access more information, like product reviews or frequently asked questions (FAQs) you can set up links within the product description.

The educated consumer wants to hear from real users who have tested the product. Customers rely on reviews when deciding between two similar products or brands.

You can also include a link to FAQs in the product description. Customers may want to know how long it takes to ship or what the return policy is. But you don’t have room to include all of that in the product content, so use a link instead.

Change Your Product Page, Change Your Business

You’ve worked so hard to create a great product and website. But to get the sales you’ve always dreamed of, it’s time to rethink your product page.

Follow the steps above and create product descriptions that will drive up your sales right away. Never underestimate the power of a good product. page!


Jimmy Rodriguez is the COO and co-founder of 3dcart, an ecommerce software to build SEO-friendly online stores. He’s dedicated to helping internet retailers succeed online by developing digital marketing strategies and optimized shopping experiences that drive conversions and improve business performance.

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