Back to blog Theresa Roseingrave
1. Length and Structure
- Write in short, concise, and readable sentences
- A sentence should not exceed 20 words
- Use bullet lists, pictures, headings and line breaks
2. Customer Value
- Apply the feature/benefit dichotomy to your product:
- Feature: a dishwasher applies high heat and water pressure
- Benefit: buying this dishwasher will free you from having to remove food residue and stains by hands
- Use lifestyle writing:
Skip the technical benefits. Instead, tell a story that features the values and goals of your target audience
3. SEO
- High search frequency and low competition keywords
- Use keywords naturally in body text, metadata and titles
- Headings and subheadings in order
- Interlinks
Don’t
- Long sentences
- The passive voice
4. Language
- Meaningful, technically proficient writing
- Unique features and benefits
- The “What” of what your product can do for your customers
- The specific ways the product will improve their lives
Don’t
- Superfluous words (very, really, especially, excellent quality, great value)
- Overly promotional language
Assertions that something is ‘good’
5. Call – to – Action
- A quick recap as a reminder of the benefits the product has to offer
- The “add to cart” button beneath the description
6. Buyer Persona
Your product description should:
- Stimulate your customer’s desires
- Help overcome their hesitations
- Sell them on your product
- Reflect your brand’s character
- Cultivate a tone that appeals to relevant demographics
- Use suitable types of humor and relatable references
*Data Source SEMrush
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