Every web-browsing human being reads a product description, almost every day. Most product descriptions are eye-bleeding horrors of lousy copy and unclear information. That means some of the most-read digital content is some of the worst.
We can do better.
This is my sort-of-system for better product descriptions. Use as you see fit.
Two Kinds Of Descriptions
You’re writing two product descriptions:
- The SERP snippet, to improve rankings and generate clicks
- The product description page, to generate sales
Both impact rankings. But writing just for rankings will kill sales, and vice-versa. You have to find the right balance.
I beg of you, please don’t go and rewrite 10,000 product descriptions to the exact formula I outline here. It’s a starting point. Be creative.
The Product Description Page
This is the classic “product description.” Folks read it when they’re making their buying decision. They’re looking at two things that your writing can impact:
If UX is solid and the product is good, a great description will explain features and establish value so well that the customer clicks buy.
I focus on three elements of the product description page:
- The on-page title
- The blurb
- The bullets