Product descriptions are among the most important aspects of a website or online stores when it comes to conversion. If your product descriptions are bland or poorly crafted, then you will struggle to convince the customer to purchase the fitness product or service you are offering.
Hence, if you are a fitness entrepreneur who sells fitness-related products, then you need to take the time to create compelling product descriptions. Having a strong brand alone isn't going to cut it. Your product descriptions will mean the difference between making a sale and pushing a potential buyer away.
One key aspect of writing a professional tone description is using an AI paragraph creator. It assists in writing product descriptions by providing various modes. For example, you can easily write a professional description by simply selecting the professional tone.
So, how do you come up with product descriptions that will convince people to purchase what you are offering? This article has the answers. In this guide, you will learn how to craft compelling product descriptions that can convert prospects to buyers.
1. About Product Descriptions
So, what is a product description? In basic terms, a product description refers to a copy, which outlines the features and benefits of a product you are selling to a buyer.
The goal of this copy is to provide the buyer with adequate information, to convince them to purchase your product on the spot.
For your product descriptions to convince the visitor to purchase the product, they should three key elements.
First, they should clearly indicate the problem that your product is solving. Second, they should inform the buyer how they stand to benefit from using your fitness or nutrition products.
And third, they should highlight your product’s unique selling proposition or what makes it better than those offered by your competitors.
2. Importance of Writing Product Descriptions
As mentioned earlier, a well-crafted product description will provide a prospect with all the relevant information about your product. For instance, if you sell fitness trackers, the product description will help to inform a potential buyer whether this is the right product for them, thus reducing the number of customer inquiries. Also, it can help to reduce the return rate.
Also, a well-optimized product description will boost your fitness website’s search engine rankings. And when more people are visiting your website or store, you will end up with more sales. Simply put, great product descriptions.
3. How to Write Product Descriptions that Convert: Tips and Tricks
At this point, you already know what a product description is, the features of a good product description as well as the benefits of taking the time to come up with compelling product descriptions. In this section, we will give you tips and tricks for creating compelling product descriptions, which will help to boost the conversion rates of the fitness products you are selling.
3.1 Understand Your Target Audience
When it comes to writing product descriptions, you first need to define and understand your target audience. Understanding your target audience will help you to highlight the features that will be most valuable to your target audience.
To understand your target audience, you need to ask yourself questions like who is buying your products, what their interests are, why they would be interested in your products, what features would interest a potential buyer most as well as their pain points.
By answering these questions, you will be in a better position to come up with product descriptions that will specifically address your target audience personally and directly. And when your descriptions are direct and specific, the chances of making a sale are high, compared to generic product descriptions.
3.2 Highlight the Benefits
Regardless of how feature-packed your product is, a potential buyer will only purchase it if those features will address their pain points. Simply put, you will need to highlight how those features in your product translate to benefits for the buyer.
One of the most effective ways of doing this is by creating a table beside the product with two columns. One column will have the features while the other column will have the associated benefits associated with each feature.
For example, you may be selling a pair of training sneakers on your website. And these sneakers may have a mesh upper. So, how does a mesh upper translate into a benefit? Well, you can mention that the mesh upper will allow the buyers’ feet to breathe comfortably, thus helping to prevent the build-up of sweat and bad odors.
Hence, if a potential buyer has been experiencing excessive sweating whenever they are running, jogging or doing other exercises, the mesh upper will address their pain point. And by highlighting it in your product description, it will be easier to convince the prospect to purchase it, as opposed to simply stating the feature alone.
3.3 Make Them Easy to Read
Consumers these days have an attention span of approximately eight seconds, which is a considerable decline from some years ago. Hence, if the descriptions for your fitness product or service are excessively long, some potential buyers will not bother reading them. Consequently, your conversion rate will also remain low.
So, you need to ensure that your product descriptions are brief, concise and straight to the point. And bullet points can help you to achieve this. So, instead of using long paragraphs, you should instead break up your text into a series of bullet points. It will also be advisable to incorporate lots of white spaces into your text.
Using bullet points and incorporating plenty of white space into your product descriptions will make them scannable and easy to follow. Besides, they will be more appealing to potential buyers, including those with short attention spans.
3.4 Leverage Power Words
Some words and phrases have the power to convince a potential buyer to take the next step and purchase a product. And these are known as power words or action words. So, whenever you are writing your product descriptions for your wellness nutrition fitness store, it will be highly advisable to sprinkle these words throughout your copy.
There are hundreds of power words out there, which you can incorporate into your product descriptions. And a simple Google search will help you to come up with a list. The words you will use will depend on your target audience and the products you are selling.
For instance, instead of using a common word like “high-quality”, you can instead use words like excellent, premium, superior, exceptional, finest, exclusive, sensational, great, just to name a few.
By incorporating such power words throughout your product descriptions, you will be making your fitness and nutrition products appear impressive, exciting and worth the purchase. But, don’t overuse them.
3.5 Optimize for Search Engines
Just like everything else on your wellness nutrition fitness store, you should also optimize your product descriptions for search engines. Optimizing these descriptions for search engines provides one of the easiest and cheapest ways of attracting new buyers to your product page.
For search engine optimization to deliver the results you are looking for, you will need to use the right keywords. These keywords are the words or phrases that your target audience uses to find the fitness products they are looking for.
Hence, you will need to do some keyword research, to identify the words and phrases that align best with what you are offering. For instance, if you are selling workout supplements, some of the keyword variations that your target audience may be using include:
- Workout supplements for men
- Workout supplements for women
- Workout supplements for beginners
- Workout supplements for bulking
- Workout supplements for toning
- Workout supplements for weight loss
- Workout supplements for recovery
Once you’ve identified the most relevant keywords for your fitness products, you can then include them in the page’s URL, the product description title, in the alt image tag and around once or twice in the description copy.
With that said, avoid stuffing your descriptions with too many keywords. Doing so will make them feel unnatural or boring. Besides, the copy would be interesting to read or engaging to your audience. Simply put, you should focus on readability as opposed to SEO compatibility.
3.6 Use Photos and Video
The product descriptions for your fitness product or service are not complete without visual content. Hence, you will need to choose some photos or videos, which will accompany these descriptions.
While the text will describe the features, the images will give the potential buyer a clearer idea of the features you are talking about. Also, an image will provide additional information about the product such as how to use the product.
For instance, you may be selling weightlifting equipment, which specifically targets back muscles. By including an image or a photo of someone using that equipment, you will be showing a potential buyer what that piece of equipment is capable of, both practically and technically.
From those photos or videos, the buyer is then able to visualize themselves using that piece of equipment. And this will considerably increase their desire to own or purchase that product.
3.7 Proofread Your Descriptions
Once you’ve finished creating the product descriptions for your wellness nutrition fitness store, you should then proofread them. Regardless of how careful you were when crafting the descriptions, mistakes are bound to be made. And if your copy goes live with spelling mistakes, you will come across as unprofessional.
So, make sure you go through the descriptions carefully to check whether there are spelling mistakes, grammatical errors or other issues that may affect readability. You can also request your friend or colleague to recheck the copy, as some mistakes may still escape your eye.
4. Wrapping It Up
Creating compelling product descriptions takes a considerable amount of time and effort. But, you cannot afford to overlook them. By following the tips and tricks that we’ve shared in this guide, you should be able to create compelling, and powerful product descriptions, which will help you to increase your conversion rate.
