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Tips for Product Description & Copy that Converts

Descriptions of your products and services on your website help educate people who visit about what your company does. If your business is e-commerce based, most business owners can lay out the key benefits of your products, but it goes a step further. If your business is service-based, it can be more challenging to describe all that you have to offer. If you take the time to write thoughtful descriptions, it can make a difference in a visitor becoming a customer. Keep reading for tips on writing descriptions that compel to boost your sales or appointments. 

Getting Started

First off, you’ve got to lay the groundwork for writing high-quality descriptions. It’s essential in any business to know who your customers are. Far too often, people have a sort of guess about who their customers are without much solid data to back it up. Make sure that you document your customers with information that you have. Learn what you can about people who have done business with you in the past and extrapolate. 

Figure out which of the details of your products or services are most pertinent and interesting to customers. Make sure that you’ve laid out the benefits in a document and get to writing. With everything laid out, it’ll be much faster to write concise yet comprehensive copy for everything that you offer.

Get Creative

In addition to your descriptions being clear, concise, compelling & credible, they should be creative as well. Creating engaging taglines is one of the best ways to get creative. Boil down the strongest selling points from your description to craft a tagline. 

If your business is focused on products, consider including a “how-to” portion of the page. This can answer common user questions that customers have and alleviate any worries a potential customer may have. Showing some use cases in a video can be a fun way to show off your products. Sometimes, people don’t have the time to read, so creative ways to convey your product descriptions can help you reach more people. 

Social Proof

Today, it’s pretty much essential to have a trustworthy web presence if you want people to spend their hard-earned cash with you. One of the best ways to show people they can trust you is by showing them real reviews from verified platforms like Google and Angie’s List. Invite past customers to review your products and let your best customers help spread the word. 

Another aspect of social proof can be adding a backstory to your brand. If someone is new to your brand or industry, it helps when trying to stand out to express why your company does what it does and your overall goals. 

It’s important to keep your product descriptions updated and current to best express why web visitors should stick around. Speaking to your customers in a voice they can understand is essential.

For help with bringing your website into 2021, Boston Web Marketing can help. Reach out to our team today for a modern, optimized website. 

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