As Australian SMEs, you know a great product isn’t enough. You need to *tell* potential customers why it’s great, and that’s where compelling product descriptions come in. They’re not just about listing features; they’re a crucial part of your website conversion rate – turning browsers into buyers. We see too many businesses missing opportunities here, so let’s break down how to write descriptions that actually sell.

Think of your product description as a mini-sales pitch. It needs to address a customer’s needs and demonstrate how your product solves their problem. Forget simply stating *what* something is; focus on *what it does for them*. This is the core of benefit-driven copywriting. We recommend starting with your ideal customer in mind. What are their pain points? What language do they use? Speak directly to them.

Here are a few key insights to keep in mind:

• Focus on benefits, not just features: A feature is what your product *has*; a benefit is what the customer *gets*. Instead of “500GB hard drive”, try “Store thousands of photos, videos and files without running out of space”.
• Use persuasive language: Words like “you”, “imagine”, “discover”, and “guaranteed” can create a stronger connection. Avoid clichés and overly hyped language – authenticity resonates more with Australian consumers.
• Optimise for search (without keyword stuffing): Include relevant keywords that customers might use when searching for your product, but write naturally. Google’s algorithms are sophisticated enough to understand context.
• Consider readability: Break up large blocks of text with headings, bullet points, and white space. Most online shoppers scan rather than read, so make it easy for them to quickly grasp the key information.

Don’t underestimate the power of storytelling. If your product has a unique origin or solves a particularly interesting problem, share that story! Australians appreciate authenticity and a genuine connection with the brands they support. Finally, always proofread carefully for spelling and grammar errors – they erode trust.

Investing time in well-written product descriptions is an investment in your website’s conversion performance. Start by reviewing your five most popular products and rewriting their descriptions using these principles. Analyse the results – are you seeing an increase in add-to-cart rates or sales? Continuous testing and refinement will ensure your descriptions are always working hard for your business.