This is how you write product descriptions that really sell
It existed before and it still exists today - the product description. A product description is important, especially for products that you sell via your online shop, because you cannot explain the offer to your customers in a personal conversation. Ok, so just type a few details into the computer, publish and the product description is done. You can do it, but you shouldn't. Having a good product description in your shop has probably never been more important than it is today. Why is that so?
Countless amounts of information can be viewed on the Internet at any time – including, of course, on your websites and online shops. You can inspire your shop visitors at any time with information about your products - but you can also disappoint them. That's why we want to talk here today about what a product description is, what customers expect from them for information and how a really good product description is structured. To keep this information readily available, there is also a checklist for building product descriptions that really sell. You will also receive tips on how product information management systems and shop systems or web shop systems can make your work around your digital product descriptions easier.
Why are product descriptions important?
As the name suggests, the product description describes a product. But it has an even more important task: a professional product description converts interested parties into buyers. For this reason, this initially seemingly insignificant information text is so important and its creation is an art in itself. Customers often come to your online shop with the intention of finding out more. With a good product description, you can draw their attention to the advantages of your products and encourage them to buy.
Good product descriptions drive sales
Before prospects buy your products and thus become customers, they must be convinced by the description of your products and services. A good product description shows customers why they need the exact product they are looking at. So if you succeed in arousing a desire for your product in your shop visitors by describing it in detail, this will have a positive effect on your conversions. A well thought-out and elaborate product description can not only increase sales, but also achieve lower return rates because customers know exactly what they are ordering. This reduces the likelihood that the items will not meet the needs of the person ordering. This in turn has a positive effect on the buying experience of your customers. They will certainly be happy to order from your shop again in the future because they know that they can trust you and your brand. Therefore, product descriptions not only contribute to customer acquisition, but also to customer loyalty.
Checklist: What belongs in a product description?
So now you already know that a good product description can be a real customer magnet. Surely your fingers are already itching and you want to type the first lines into your computer. But what information should this text contain and what are examples of good implementation?
Pay attention to the length: As a rule, you can plan a length of 100 to 200 words for a product description. Of course, that always depends on the product you want to present. Unusual products that require explanation require more detailed descriptions than simple products that are already known to the customer.
Provides good content: The first step for the visitors of your online shop will be information about your products. So you have to convince them with your content. In any case, describe the basic characteristics of the product, such as the materials, dimensions, colors and contents. If your products come in different versions, you should also make this clear in your product description so as not to confuse your customers. Describe to your prospects what problem your product solves. No one buys a product just like that, even if many believe so. Products act as problem solvers for us humans. It is therefore advisable to go into the various possible uses of the article and what special features must be observed.
The search engine reads along: SEO is King! Whoever prepares their own product descriptions best for search engines such as Google and Co. wins the race for the top rankings. This automatically increases the chance that your potential customers will find their way to your website and be inspired by your products. Therefore, make sure that you use the keywords relevant to your product or corresponding synonyms in the product text and in the headlines. But please don't overdo it. After all, the text should not only be easy to read for Google, but also for your interested parties. 
Observe legal requirements: For dangerous goods such as e.g. B. flammable products must not be missing the legally required warnings in your product description.
Writing a product description: This is how a product description becomes a customer magnet
In order to create a product description, you don't actually have to pay much attention to it. Not too long, not too short, SEO-optimized and details about your products. However, if you want to write a really good product description that will increase your conversions, there are a few things you can consider in addition to the general tips above.
Conveys emotions: Even if it seems like it to us, our heads never buy alone. The gut feeling has a great influence on the purchase decision of your buyers. You can support this by conveying emotions with the product description. Describes how your target group feels when using the item. This can e.g. B. Clothing that makes the wearer feel good or reviews from convinced users. These details create trust in your prospects and demonstrate that you really know what you are selling.
The Ponypuffin not only raises the ponytail but also the mood of its users to a new level. The product description already suggests that customers will feel much more comfortable with the product than without.
Arouses desires in your customers: A product is not just a product. It can stand for so much more for your customers. It can make the everyday life of its users nicer, easier or more fun. So people not only buy an object, but also what it stands for. In this way, the new favorite dress with a professional product description can become a symbol for the long-awaited holiday feeling. Try to identify these desires and arouse them with your texts.
Choose the right tonality: In a personal conversation as well as when formulating your product descriptions, the following applies: the tone makes the music. Make yourself aware of which target group you are writing for and how they communicate. Casual and funny, technically professional or confidential - whatever suits your product and the target group is allowed.
Make comparisons: You can create descriptions for your product pages that contain all the important facts and clearly emphasize the unique selling proposition of your product for people who are familiar with the subject. Nevertheless, it can happen that the interested parties e.g. B. cannot do much with technical facts because they may not come from the same industry as you. A good product description differs from a normal description by comparing different products and putting their facts in perspective. This allows consumers to draw better conclusions about the quality of your products and make decisions more easily, since laypeople can also recognize your USP.
Answers questions even before they arise: Each of us has probably experienced it at least once: Great product, great pictures - actually you could click on the "Buy" button. If only there wasn't this one thing that isn't quite clear to you. A look at the FAQs of the shop could help us as buyers. However, if the product page has to be left for this, this means more effort, which increases the risk that the interested parties will jump off. Therefore, before creating your product descriptions, ask yourself the question “What is important for our customers? What problems do they have and which questions absolutely must be answered?” Let these results flow directly into the description – your prospects will thank you and build trust in your brand because you have understood what is important to them.
The cleaning brand everdrop provides an example of a good product description. In addition to the actual details about the product, the brand also provides direct answers to questions about shipping and customer satisfaction on the product site. This makes it easier for unsure buyers to be convinced because they know that they will get their money back if the worst comes to the worst.
It all depends on the structure: the most beautiful formulations and the greatest product properties are of no use to you if they are strung together without rhyme or reason and confuse the readers. Your product site will benefit from this checklist for building your product description: 
Title/headline with the name of the product
Short teaser describing the most relevant benefits
Relevant product information/hard facts (a list is recommended)
You can describe the USP and soft facts in smaller blocks of continuous text.
Use paragraphs to introduce new topics
For longer product descriptions, subheadings make it easier to read
Emphasizes important aspects of the product description using bold fonts or icons.
Liven up the product page with images and videos
Links to other sites: If you answer questions about shipping or return policies elsewhere on your site, link your prospects to that location. This saves you the hassle of searching.
Conclude your product description with a meaningful call to action.
Bitterliebe offers a good example for product descriptions: Important facts are highlighted by icons and fonts in a different color and a larger font, thereby catching the eye of the viewer. Paragraphs loosen up the product description. 
Mention the price: Your customers can only use the price to evaluate whether buying the product is an option for them. In combination with the benefit you emotionally communicated in the product description, potential users can assess whether the cost-benefit ratio is right for them.
Shows how users use your product: In addition to your written product description, other formats can also support you on the customer journey. You can also explain the product details and the application in a short video. Your customers will appreciate this demonstration, especially for applications that are difficult to understand in written form. The moving images also stay in the memory of your potential buyers longer than mere text and can be shared on various social media platforms.
In this video on the Ponypuffin product page, the model shows how users can conjure up a voluminous ponytail with the little helper. This reduces the fear of contact with the product.
Also communicates the disadvantages: Excuse me? A product description should sell your product and not point out possible weak points to the customers. On the one hand yes, on the other hand no. A good product description describes your product in the best possible way and conveys a positive image to the reader. However, if you know that the product has small flaws that your users will notice sooner or later, it is only fair of you to communicate them transparently in advance. You can do this with the right formulations without losing face. This openness gives your fans even more credibility and trustworthiness for your brand.
PIM systems help to create product descriptions
Now you know how to create promotional product descriptions. However, you need a bit of time to create it. If you cannot focus on this alone, e.g. For example, if you take care of many other topics related to your company, product information management systems, PIM for short, can make this work easier for you. There are a variety of tools that can manage and structure your product information, translate it into other languages or even expand it. You can use tools like Pimcore, Akeno or Salsify to create and translate your product descriptions using a generator. These PIM systems save you valuable time when writing and translating, e.g. B. English product texts.
Shop systems and web shop software offer extensive options for product descriptions
In order to present your professionally created and detailed product descriptions to your buyers in the best possible way, shop systems and web shop software offer you extensive possibilities. Depending on the software you choose, different layouts and functions are available for your web shop. Shop systems such as Shopware and WooCommerce but also web shop software such as Shopify can simplify the creation and maintenance of your product description. With various plug_ins, you can enable your shop visitors to have an informative and problem-free customer journey, at the end of which they will hold your products in their hands.
Conclusion: Ready for really good product descriptions?
Now your fingers are itching and you finally want to create really good product descriptions? Nothing stands in the way of that, because you now know that a product description can support your sales in the best possible way. When you create it, you make sure to address the emotions of your buyers and arouse a desire for your products. In addition to the technical details, a good product description makes the unique selling proposition clear by comparing your article to competing products and answering possible questions while reading. A structured structure that includes images or videos will help you to provide your readers with all the important information and thus make it easier for them to decide on your product. With the help of PIM systems and shop systems, you can also make it easier for yourself to maintain your product page content and take your customers with you on a journey into your product world. This is how you create product descriptions that sell your products straight away.
