You don’t need to be a copy-writing professional to create compelling and tantalizing product descriptions. But we all know that feeling when there is big, blank, white screen staring back at us. It can be agonizing rather than inspiring to get the words out. Here are some basic guidelines that will make the task easier for you and keep customers coming back for more!
6 tips to make crafting product descriptions a more joyful job!
1. Put the most important information first: Research has shown that people will only read 20%-28% of words on the web-page. Visitors are spending limited time reading and more time scanning, so be sure that the most important information about your product is first.
- Benefit of product to the buyer. What are the benefits of the product that the buyer will receive? How should the buyer use your product? Is your tincture good for the immune system? How? Tell the viewer. Check out Organic Unity’s description for their Immunity Unity tincture. They did a great job!
- Size (volume, weight). This way the buyer knows exactly what they will be getting with their purchase. This information can also go in product title portion of the product listing. Such as: Sleep Well Calming Herbal Tea 3.5 oz.
- Materials used. Let potential buyers know what you’ve used to create your product. Check out The Village Apothecary description for their LaborTea. Well done!
2. Write FOR your customer, not for YOU. We herbies LOVE to drop knowledge with words like: carminative, astringent, diuretic, antispasmodic. But we need to consider all of our customers when writing our product descriptions and realize that many people don’t understand what those words mean. Nothing will get someone to click out of your store faster than when they read words that are ‘over their head’. Think about more user-friendly word descriptions such as: soothing to the skin, relieves gas and bloating, assists with muscle aches, etc.
3. Got style? Using bold fonts, italics, and bullet points will help the reader’s eyes stop or at least slow down on your page. Use of white space is helpful, too. I’m not a big fan of all capitals, but utilizing them for STRATEGIC words to enhance your message is helpful and will draw the reader’s eyes to the most IMPORTANT part of your message.
4. Optimize: To assist people with finding your Poppy Swap store who’ve never visited it before, be sure to utilize keywords that will help them land in your shop. If you are selling an herbal tea that is helpful for sleeping, consider using keywords such as: organic herbal tea for sleep. Here is a quick article on writing a product description for SEO purposes.
5. Analyze: Soon on Poppy Swap we will have Google Analytics. When that day comes, be sure to examine the keywords section of Google Analytics to understand how people are finding your shop. Notice what words they click on to enter your shop. This information will help you continue to optimize your product descriptions. In addition, pay special attention to ‘average time spent on website”. This information will tell you if visitors are reading what you are writing, engaging in your photos, or clicking in and clicking right out, also known as bounce rate.
6. Nothing is static: Ain’t that the truth! When was the last time you asked someone to proofread your product lisitngs? When it comes to your copy, the concept of impermanence is incredibly helpful. Always remember, you can continue to tweak your product descriptions so they work FOR you over time. Pay attention the next time you land on a web-page. Are you bored or do you love what are you reading? Are you ready to copy and paste the link to your friends or are you rolling your eyes and moving on? Spend the time to apply your own good taste to your Poppy Swap store. Creativity has no expiration date and your customers will love seeing something new when they return to your store.
Rosie Apples FACIAL TONER 2 oz
Refreshing and purifying while tightening and refining pores, our Rosie Apples gently tones and rehydrates your skin as it removes makeup and dirt. Its astringent properties work deep to clarify and restore the natural pH balance of your complexion, yet it’s gentle enough for daily use.
By stimulating new cell growth, it acts to counter the effects of wrinkles and aging, encouraging younger looking skin. Rosie Apples helps clear up blemishes, while moisturizing and calming skin. Beneficial for all skin types. Leaves your skin radiant and velvety smooth.
To use: Rinse face and neck with warm water to open pores. Massage toner gently into skin. Rinse with warm water. Splash with cool water to close pores. Pat dry. May also be applied straight to clean face with cotton pad and left to air dry. Follow up with moisturizer.
3 building blocks for a solid foundation
The grammar must get a gold star:
Grammar and spelling mistakes happen to the best of us. Ensuring your product descriptions read mistake-free will aid in the professionalism of your store and assist with buyer confidence. A description full of typos will make a customer wonder about the quality of the product. Remember, this is our only chance to make our first impression, so let’s put our best foot forward. I recommend writing your product descriptions in Microsoft Word or another word processing application that has spell check. Better yet, have someone proofread and edit your product descriptions.
The pictures must be perfect:
Last week, we discussed the importance of product photography. You can view that post here. Product descriptions and photos work together. The truth is visitors will most likely spend most of their time viewing your photos and the first couple of sentences of your description. Be sure to take the time to create beautiful photos of your products. Online, we are bombarded with images. Only great photos captivate us. For online sales, pictures really do speak louder than words.
A good name will get you in the game:
This post is not about product names, but people won’t bother to read anything if they don’t like the title. More importantly, your name will play a significant role in branding your product as well as search engine optimization. I recommend you consider it the central feature when you are ready to launch a new product.
We have a lot of experienced sellers here on Poppy Swap. What do you all think? Have any tried and true methods or tips to share with your fellow swappers? If so, we want to hear, so please comment below!
About the author:: Would you like support to expand your herbal business efforts? Kristie Nackord, fellow swapper and the ‘herb girl’ behind Spirit Horse Herbals, is also an independent marketing consultant with over 16-years marketing and business development experience available to help YOU! For more information, click here.