Home Business Insights & Advice How to write effective copy for any product page
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How to write effective copy for any product page

by Sarah Dunsby
20th Jul 23 10:56 am

In online commerce, writing an effective product page is crucial. It’s your golden opportunity to impress your customers and convince them to purchase. The best copy is persuasive, clear, and in sync with the brand. To learn more about crafting compelling product descriptions, let’s take some key strategies and wisdom from copywriting expert Ed Prichard.

Understand your audience

The first step to writing compelling product copy is understanding your audience. Who are they? What are their needs and wants? Once you know the answers to these questions, you can tailor your message to their specific requirements.

Showcase the benefits

Instead of merely listing the features of a product, focus on the benefits. How will the product solve a problem or improve the user’s Benefits appeal to emotions and are generally more persuasive than dry lists of features.

Be clear and concise

Avoid jargon and keep your language simple and direct. Your audience needs more time to decipher complicated language. Make your product description as clear and concise as possible. The quicker a potential customer can understand what your product does and why they need it, the more likely they will purchase.

Use active voice

Writing in an active voice makes your copy more dynamic and engaging. It’s direct, clear, and gives the impression of immediacy, which is compelling. For example, instead of saying, “The camera can be used to take breathtaking photos,” say, “Take breathtaking photos with this camera.”

Incorporate social proof

Include reviews, ratings, or testimonials on your product page. Social proof builds trust and credibility and can significantly increase conversion rates. If people see that others have had a positive experience with your product, they’re more likely to buy.

Use high-quality images

Even the best copy won’t won’t for poor product images. Invest in high-quality, professional-looking images to make your product stand out. Remember, online shoppers can’t touch or try your product, so your pictures need to tell a compelling story.

Include a strong call-to-action

Every product page needs a powerful call-to-action (CTA). This is what prompts your visitor to take the desired action, whether that’s “Add to Cart,” “Buy Now,” or “Sign Up.” Our CTA is clear, concise, and compelling.

A/B test your copy

Finally, wait to test your copy. A/B testing can help you understand what works and what doesn’t, bringing you to make data-driven decisions about your product descriptions.

For more insights on writing persuasive copy, check out the expertise of Ed Prichard, a veteran in the field. His comprehensive understanding of effective copywriting techniques and strategies could inspire you to take your product pages to the next level. With time and practice, you’ll craft compelling product descriptions that become a natural part of your e-commerce strategy.

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