Whether you have a large e-commerce website with hundreds of pieces, or you only have a select few pieces, it’s important to create awesome written narratives to convert as many of those ‘clicks’ into ‘customers’ as possible.
The question is: how can you write amazing illustrations of your products that convert like crazy?!
Read on and we’ll share some valuable insights…
Let’s first get some clarity about the impact of great written illustrations on your website.
Is it profitable to add valuable product description?
Many of us would consider visuals to have a greater impact on customers’ minds than a written product description. But, it’s also an undeniable fact that those scenes can easily be doctored or defaced online.
Another most accepted fact about visuals is that it is worth 1000 words. Despite this, you must remember that a picture can be deceiving. For example, a model wearing an item may not fit the piece perfectly, but the image may be retouched before posting.
However, image flaws can be corrected with a presentable and comprehensive written narrative of what is not shown in the image, such as “trendy clothing,” “stylish look,” etc. Your illustration is also helpful in defining other descriptive characteristics such as its size, method of wrapping, and so on. Additionally, engaging written narratives can usually better explain the particularities and highlights of the piece.
Therefore, the product description is very helpful in providing an informational resource for your customers to better evaluate the item. They not only help in increasing sales but also provide a lot more to a business.
Here is a list of benefits delivered through an eye-catching illustration.
- Provides transparent information to customers.
- These help in standing apart from the competition.
- It improves the SEO (Search Engine Optimization) of your website.
- It helps in establishing a relationship of trust with the customers.
- It also enhances the overall website presence of a business.
Therefore, it is clear after knowing the benefits of a compelling written narrative that they are a great weapon to differentiate your business from the competition. You can present your pieces more professionally, display good quality, and offer a promising price point to deal with.
Furthermore, it is important to learn how to carve those highly functional illustrations. So, read along to understand better…..
Talk to your ideal buyer
The key to writing the right product narrative is understanding your ideal buyer through and through. You should address them directly and personally. What are their biggest problems and how can your items solve them?
And remember: always use the word ‘you’!
lead with profit
Yes, you need to list all the features, but when optimizing your listing, you need to ask yourself: What are the benefits? How is this special item going to impact your customers’ lives? People want to know not only what they are getting, but also what their life will look like with this new item.
“The products leading to XYZ really will be the only thing you ever need for the best results.”
Avoid the boring “yes, yes” cliché and say something different! If you hand-pick 1,000 e-commerce websites at random, there is a very good chance that most of the written description will read the same.
Avoid the cheap writers and hire some talent!
Tap into your readers’ imagination
Every consumer has one very powerful tool – and it’s free for you to take advantage of if you know how!
Appeal to their imaginations and create engaging copy that paints a picture in their mind.
The truth is that while shopping online, people are making indiscriminate purchases. So, make sure you write a product description that actively compels your website visitors to imagine themselves in a certain scenario using your pieces—if you do, you’ll have a chance to convert them. There would be a better chance.
sensual words are seductive
Describe the piece in vivid detail! For example, if you’re selling chocolate, you don’t want to just mention the taste: How delicious does it taste? How does chocolate feel in your mouth? And how does it feel when you cut it?
There are billions of words at your fingertips so choose them wisely.
Bulleted List Features and Specs
Features and specifications aren’t overly exciting, but they are an imperative – and since you need to squeeze them into your written narrative:
- so are you
- make them easy
- to digest
add social proof
No consumer wants to listen to you.
It’s easy for brands to sit around and talk about how great their items are, but what about their customers? Take your social proof and incorporate it into your illustration:
“Here’s what our customers have to say about it.”
Add some authentic testimonials showing happy deals you’ve done with your clients. Demonstrate the sense of satisfaction prevailing among your existing customers that will drive new individuals from the target area to become your customers.
keep it short and sweet
Your illustrations should be easily ‘scannable’. Just as we suggested using bulleted lists for features and specifications, keep the content short and easy to read.
In short, you want to describe the product and its benefits as little or as little as necessary. Cut the Fat!
Hire the Pros! It is very easy to underestimate the power of a well written description. What may be just a 150-word waffle to you could mean the difference between selling dozens – or even thousands – of items through your website.
A well-written product description can be transformative for your business. Therefore, if you need more time and want to invest in crafting exceptional sales copy for your website, we strongly recommend hiring an SEO agency that can handle this on your behalf.