Every business needs a competitive edge. And one way to do this is with high-quality sales copy. But what goes into good product and service descriptions? We have five top tips to help boost sales:
For more on all the above, check out our detailed advice below.
All sales copy should be written for a target customer. As such, the first step in writing a strong product or service description is to think about:
Once you have a sense of who you’re addressing, tailor your copy to match.
Big blocks of wordy text are hard to read and may put customers off. To make your product and service descriptions accessible, then, focus on writing for skim readers. This means you need to:
Make sure to leave plenty of white space when the copy goes online, too.
Think in terms of features and benefits when planning your copy:
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If you can translate each key feature of your product or service into the benefit it will provide, your sales copy will be much more compelling.
If you’re writing online sales copy, search engine optimisation (SEO) is essential. This means tweaking copy so it includes the terms and phrases people search for most often online. This involves two key steps:
Make sure to work keywords into your product and service descriptions naturally, though. Good copy should always read smoothly, so forcing keywords into places where they don’t fit could be counterproductive.
Finally, when you have a description you’re happy with, don’t forget to proofread! Even minor errors can look unprofessional or reduce the clarity of your copy, which reduces trust and could lose you sales.
If your business creates a lot of copy, our expert editors can help. We will check and optimise any written content your company produces, including product and service descriptions, to make sure it is perfect.
Sign up for a free proofreading trial today to find out more.
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