How to Structure Product Descriptions That Convert
Want product descriptions that sell? Learn how to structure them to be persuasive and engaging. Boost engagement and drive conversions.
A few years ago, I worked with a Tokyo-based specialty coffee seller. After becoming a world-champion barista, he opened a coffee shop and regularly visited coffee farms in far-flung locations around the world to source the very best coffee beans.
He had attracted a sizable following on social media by sharing his coffee expertise, brewing techniques, and travel stories. When it came to his ecommerce store, he wrote product descriptions like travel stories. They were charming but long, meandering, and unsuitable to guide customers efficiently toward making a purchase.
I suggested a new approach: moving the stories to his blog, where they could shine, and focusing on writing product descriptions optimized for the buyer's journey. The result? His followers enjoyed his stories, his customers had a smoother buying experience, and his bank balance steadily rose.
Product descriptions should captivate potential customers and drive purchases. To do that, you need a strategic approach that balances storytelling with the buyer's need for clear, actionable information. In this chapter, we'll explore proven techniques for structuring your product descriptions to maximize readability, engagement, and conversions.
The Inverted Pyramid Method
The inverted pyramid method is one of the most effective approaches to structuring product descriptions. This technique, borrowed from journalism, involves presenting essential information first and gradually delving into more specific details.
By frontloading your description with the key selling points, you capture the reader's attention and ensure that even if they don't read the entire description, they'll still grasp the most important aspects of your product.
To apply the inverted pyramid method:
Begin your description with a strong headline communicating your product's primary benefit or unique selling point.
Follow this with a brief, enticing summary highlighting the most compelling features and benefits.
As you move further into the description, provide more detailed information, such as technical specifications, materials, or usage instructions.
Using Bullet Points and Subheadings
Breaking up your product description into easily digestible chunks is essential for maintaining reader engagement and facilitating quick scanning. Bullet points and subheadings are powerful tools for achieving this.
Bullet points draw the reader's eye and present key features, benefits, or specifications in a way that's easy to absorb at a glance. Keep them short and punchy, focusing on one main idea per point. They don't need to be dry or boring; depending on your audience, they can be written creatively to engage and resonate.
Subheadings serve as signposts, guiding the reader through your product description and highlighting specific sections. They break up large blocks of text, making your description more approachable and less intimidating. Use descriptive and benefit-oriented subheadings to entice readers to delve deeper into each section.
For example, instead of a generic subheading like "Product Features," you could try something more compelling, such as "Unmatched Durability for Years of Use" or "Experience the Luxury of Premium Materials." These subheadings organize your content and reinforce your product's key selling points.
Ideal Length and Formatting for Readability
Finding the perfect length for your product description can be a balancing act. Too short, you risk leaving out crucial information that could sway potential buyers. Too long, and you may overwhelm or bore your readers. While there's no one-size-fits-all answer, a general guideline is to aim for between 150 and 400 words.
However, the ideal length ultimately depends on your product's complexity and your target audience's needs. A shorter description may suffice for straightforward, everyday items. On the other hand, more technical or high-end products may require a more extended description to convey their value and fully address potential concerns.
Regardless of length, prioritize readability using short paragraphs, ample white space, and a clear, legible font. Avoid large walls of text that can intimidate readers and cause them to lose interest. Consider using typography techniques to highlight important points, such as bolding or italicizing key phrases.
Key Takeaways
Inverted Pyramid Method: Start with the most critical information first. Begin with a strong headline highlighting the main benefit or unique selling point. Then, follow up with a brief summary and detailed information.
Bullet Points and Subheadings: Use bullet points to concisely present key features or benefits, making information easy to scan. Use benefit-oriented subheadings to break up text and guide readers through the description.
Ideal Length and Formatting: Aim for product descriptions under 400 words. Use short paragraphs, ample white space, and clear fonts for readability. Highlight key points with bolding or italics.