How to Write Persuasive Product Pages

Feeling frustrated just because of not getting product sales?

Don’t you have any idea how to write product descriptions that convert visitors into customers?

Ooh, alarming situation 😣

I know your pain because being a product owner or someone associated with an e-commerce business with low conversion rates is a really terrible situation. Because of not getting sales, most people give up and stop doing online business.

Remember one thing: selling a product online is far more different from physical product sales because of three reasons:

1. Your sales process starts even if your potential customers haven’t seen your product yet.
2. Your potential customer couldn’t able to touch or check your product physically.
3. Your potential customers can’t talk with your salesperson in the way they speak in a physical store.

In this guide, I will show you how to encounter these three challenges. This guide is based on strategies, tips, and techniques that will help you craft attention-grabbing product page copy. I will discuss not only the copy but also the complete process, which will help you generate sales and retain your customers.

You can write to transform your product page from mediocre to magnificent by mastering all these sections.

Note: Please read thoroughly and do not miss anything. Otherwise, you will not be able to understand the concepts fully.

Let’s get started!

Magic of Search Engines

In a physical retail store journey, you can buy a product or meet the salesperson only when you physically visit the store.

Online shopping experience is vastly different as compared to physical sales. Here is the process done in the following steps:

Step 1: You type what you want into a search engine called a search term. For example, if you want to buy an office chair, you might type “Buy office chair” into the Google search box.

Step 2: Once you have entered your desired search term, google will show you the long list of retailers selling office chairs:

Organic results:

Sponsored results:

When you enter a keyword into Google, it will show you multiple websites, including sponsored and organic.

This is actually where you meet first-time online salespeople. All websites act as salespeople, trying to get you to visit their online store. 

So, as a copywriter, your job starts from here:

Not from the craft landing page, home page, etc. This is the first touch point where your potential customer interacts with you for the first time, and you must work on it first.

Let’s analyze the first touch point in detail for sponsored and organic results:

Here, my Search term is Buy earbuds.

First, understand the main essentials of the first touch for sponsorship and organic.

For Sponsored:

There are three main essentials every sponsored result has:

1. URL.
2. Headline.
3. Description.

The URL, headline, and description are visible in the above image. As a copywriter, your responsibility is to create these two essential attention-grabbing Headlines and Descriptions.

There are three tips which will help you craft these two essential engaging:

1. Make them relevant by adding keywords or related search terms your potential client searches for, e.g., Headphones, best headphones, etc.
2.  Highlight the benefits they will get.
3. Make sure the character limit for the headline is 30 characters, and for the description, you have 90 90-character limit.

Google wants you to craft three headlines and two descriptions, so make sure to write variations accordingly, as per the tips I mentioned above.

Example of Google ads User interface headline:

For Organic:

For organic search results, the criteria are the same. There are also three essentials:

1. URL.
2. Title.
3. Description.

The difference is that we call it the title here, and in a sponsored ad, we call it the headline. The character limit for the title is 70, and for the description, you can craft 156 characters.

By mastering these essentials, you can attract potential customers to enter your online store.

Now, let’s dive deeper and understand each essential in detail, including how you can optimize them to get better results.

Write Attention Grabbing Title Tag

This section will discuss the first touch point, the Title. I have shown you what it is above, and now we understand how to create a title for your product page.

But before diving more deeply, you should understand why Title matters, so there are two main reasons why it is essential:

1. It helps visitors to understand what the page is all about.
2. The key SEO factor enables you to rank better on Google.

Let’s discuss tips which will help you create the perfect Title for your product page:

Keyword selection

Incorporate relevant keywords in your title tag. You should know what your potential customers will search for on Google.

Suppose you are selling a product in the fishing roads category, and your product name is Berkeley Lightning Rod Spinning Rod.

So, in order to make your title relevant, you should incorporate 2 keywords.

1. Primary keyword (Berkeley Lightning Rod Spinning Rod).
2. Secondary Keyword (fishing roads).

In the end, add your store name to provide more clarity to search engines and visitors.

Here, suppose the store name is Khan’s store.

So, if we gather all how the title formula looks like, you can use it to craft your title:

Primary Keyword – Secondary Keyword – Store name.

So, by implementing this formula, what will our title look like?

Berkeley Lightning Rod Spinning Rod – Fishing Roads – Khans store

Avoid common mistakes:

• Follow the character limit: Keep your title concise. You have only 55 characters, so use words wisely. A tool like SEO MOFO can help you ensure the character limit.
• Keyword Stuffing: Avoid keyword stuffing because you can get penalized by search engines.

Advanced techniques to make the title more engaging:

• Include a call to action in your title, e.g., Lowest prices! For today only.
• If your product is location-specific, you should use local SEO techniques and add your location in the title, e.g., “Best shoe makers—Austin, USA.“
• If your product is famous and your potential customer knows its SKU, add it to your title tag, e.g., Replacement Blender Blade—Part# ABC123.

Bonus Tip:

Remember one thing: Your title should be unique, and the best way to do that is to think like your customer.

Write a compelling description tag

In this section, we are going to explore the second essential of the first touch point: description. In SEO terms, it is called meta description, and if I talk about sponsored content, it is called description, which I already told you about.

Your description should be unique and engaging. It plays an important role in enticing the viewer to click on your link over others.

Let’s discuss tips on how you can craft your description:

• Follow Character Limit: Keep your description concise, and your character limit should be no more than 155 characters.
• Incorporate keywords: To make relevance, include primary and secondary keywords.
• Match it with content: Your meta description should match what you are offering to avoid making misleading claims.
• Originality is the key: Make your description unique. Do not copy and paste from somewhere else, as search engines can penalize duplicates.
• Include CTA: Encourage viewers to click on the link with the help of a call to action, such as free shipping, money-back guarantees, etc.

Examples of Effective Meta Descriptions

Captivate with compelling image description

Once someone enters your product landing page, the first thing they focus on is the presentation of the product you are selling.

It should be presented through high-quality visuals, and each visual’s description should be clear and relatable. This helps you enhance product presentation.

Remember one thing: this is the thing that can make or break your sales.

In this section, I am going to share tips with you that will help you to make attention-grabbing product descriptions that capture your potential customer interest:

Way of use:

Use your image to show product features and text to translate the benefits of the features. If you do not know the difference between benefit and feature so, don’t worry. Just remember these one-liner descriptions:

Feature: It is the product specification.

Benefit: How can features improve customer life?

Example of feature and benefit:

Keep visuals in mind and write with the following:

Analyze products correctly. The best way is to put a visual in front of you when writing a description of your product. It helps you notice colour contrast, design details, etc.

Use Alt Tags:Incorporate alt tags. These tags help search engines understand what your visual is all about and will also help your visual index on Search engines.

Enhance viewer experience: Allow viewers to see your visual closely, which will help them examine your product in detail.

Art of crafting irresistible offers

In this section, you will learn about crafting the correct offers to encourage your potential customers to click the “Buy now” button.

In this section, I will discuss different offers that will help you engage your potential customers, build desire, and emphasize that it is the right time to buy this product. Otherwise, I will miss the opportunity.

Let’s discuss each one by one:

Free shipping

I have noticed people leave the checkout process when they see they should pay for the shipping cost.

So remove this significant barrier from your checkout process and mention it prominently on your website to ensure people see that you offer free shipping.

By one, Get one Free

It is also called the BOGO deal. It creates immediate value in potential buyers’ minds and helps increase average order value.

These offers are also used smartly to finish old stock and if the brand launches something new.

50% OFF

50% off offers help attract attention from both returning and new customers. It is a tried-and-true method that many brands have used for too long to entice cost-conscious customers.

Financing Options

It helps increase sales of high-ticket products by removing the upfront cost barrier and making the products accessible to people who can’t pay a large amount directly.

Discount Codes

This creates a sense of exclusivity in potential customers’ minds and helps you make offers personalized for different audience segments.

Art of writing short product descriptions that convert

In this section, I am going to show you how to write a short product description. This is one of the most important aspects of your product landing page.

A short product description is a concise summary of a product that contains key features and their benefits. It is specifically designed to grab the attention of potential buyers by quickly giving them the essential information they are looking for.

In simple words, our aim is to highlight the unique aspects of the product and why it is worth purchasing.

Let’s discuss tips which will help you to craft a short product description:

Give Priority Features and Benefits

Make a list of features and benefits of your product. For example, your product feature is (a waterproof coat) so this feature benefit could be (to keep you dry in heavy rain ).

So, once you have made a list of key features and their benefits, put them accordingly according to their importance.

Burry the Tech

If your product has technical specifications, do not bother your potential customer with them unless those specifications are hot right now. For example (large desk dimensions), put them on the lower side, preferably behind the tab.

Paint a Picture

Give the feel in a way that your potential buyers can visualize that they are using your product.

Example:

Address concerns of potential buyers

Answer the question within your description which you think they ask from you before buying your product. As an example, look at the Amazon Question and Answer section.

Use Superlatives

Use words that emphasize that your product is better than all other products, such as brightest, fastest, cheapest, largest, etc. Remember always to provide proof of your claim.

Write a detailed description

A detailed product description is essential when convincing customers because you can define the product in detail. While the short description is used to grab the attention of the potential buyer

A long description makes it easy for potential customers to compare your product with other products and get in-depth information about technological aspects, features, etc., which will help them make a buying decision.

Let’s discuss tips which can help to craft engaging long descriptions:

• Keep it short. Do not use long paragraphs. Break long paragraphs into short paragraphs. It helps to maintain readability.
• Keep it simple. Do not use too many technical terms. Jargon makes it easy for your potential buyer to understand.
• Focus on benefits over features and emphasize how your product can improve their lives.
• Ensure you write a unique long description copy. Do not use a paste approach.
• Use a storytelling approach.

Conclusion

Now that this guide has ended, I hope you are confident in your ability to write your own persuasive product pages.

Let’s review what we have covered:

1. The first step was all about search engine magic, which is all about how results appear on Google organically and sponsored. In this step, we also learned about the essentials of the first touch point: a description, title, and URL.
2. Then, we discussed the title and description tags and how you can write them in an SEO-friendly way.
3. The fourth step was all about using how high-quality visuals and the description of visuals.
4. Then, I have shown you how to craft attention-grabbing offers.
5. You have learned how to write short and long descriptions for the product page in the last two sections.

By using the following guidelines, tips, and techniques, you can craft appealing product page copy for both your potential customers and search engines.

Well, that’s it. If you have any questions, feel free to email me.