A product or service description is a piece of marketing material that offers potential customers solutions to their problems. It provides the necessary information regarding the benefits and features of the product in an interesting way that can attract potential customers. It can be displayed in 2D format as a brochure, a flyer, a catalogue, etc. Or in the 3D digital format displayed on a TVC, a digital billboard, a short clip on social media, an attached file in email, and so on.

Everyone can now hire a freelance product description service from professionals around the globe for their newly launched products at any time. On several digital marketplaces for freelancers such as on papmall® - an international e-commerce platform for small and medium businesses and freelancers, SMBs owners can look for freelancers who have their writing style and skills matches with the requirements of the company.

A good product description must highlight the key benefits and features of the product in the clearest, concise, and informative way possible. Besides, knowing who your target audience is, and writing your description according to that also plays an important role in the creation of an effective product description.

Things that should be included in a good product description are:

• The unique selling point (USP) of the product that makes it stand out in the market.
• Key benefits of the product or service.
• Additional features that add to the product the convenience in using it.
• Mechanical information such as: size, weight, colours, version of the product.
• The brand style guide includes mood & tone, logo, colour scheme, typography, brand image, and the brand’s own characteristics.

Besides the above information, a good product description may also tell potential customers a story behind the birth of the product, how it is made/born, in what circumstance, and even the vision of the company. Ideally, a business should make their product description as a solution to their target customers’ problems instead of showing what it is offering.

A product description is a great marketing tool that businesses can take advantage of, and promote their new product or services in a more creative way than just a list of benefits and prices. 

Different from just a box of information listing mechanical features and prices like in the past few years, a product description nowadays can be created in any form of presentation for displaying on any platform.

Examples of product descriptions can be mentioned are: landing page of a product, the “Product” page on the website, the description box of the products on e-commerce websites, the flyers, the catalogue handbook, and even short videos on social media, etc.

Digital product descriptions in the form of a video clip or landing pages sharing on social media channels are also favoured by many businesses since it offers them a new way of promoting the product to a wider group of customers worldwide.

The power of a product description lies in the way it persuades people to buy the product even when they may not need it at the moment. A clear and compelling product description not only gives readers a brief and informative piece of introduction about the product itself, it also plays as a marketer who turns a random thing into customers’ need. A product may not have the solution to someone’s problem, but with a well-written description, they can still see it as an ideal purchase in random cases.

In today’s rapidly changing era, a product description is no longer a box of text with a mere list of benefits and features about the product anymore, but it could be a beautifully designed catalogue, a well-built landing page, an eye-catching brochure, or a viral infographic design, which are all great marketing tools.

A good product description is one that firstly, provides viewers with clear, informative and compelling information about the product itself. Secondly, it can generate sales. In order to do all of that, it should be written with consideration of the followings :

• Identify the target audiences/customers: Write the description in the way your target audience would like to read, use the terms and idioms that are familiar to them, talk about what they wish to know and what they are interested in the most. That way, your description will be more appealing to your target customers.
• Follow the brand style guide: Write the description based on your brand’s style guide, besides, following a consistent style of format and structure, and use your brand’s mood and tone in order to express the brand’s own characteristics. That way, your writing document will sound more professional, more distinctive, and people can remember it more easily.
• Highlight the main solution: After knowing who you are writing for and how to make your product description stand out, you can now start writing it by telling how it is the most promising solution to your target customers’ problems. Instead of informing people what the product can do, talk about how it will solve their problem in the most efficient way possible.
• Make it an inspiring story: Instead of just listing all the benefits the product offers, or how effectively it can fix people’s problems, try making it an inspiring story all about your product and its journey to help users. That way, you can make a greater impact on people’s minds and make them remember your product.
• Optimise the content for SEO marketing: Make your product description optimised for SEO marketing strategy help your product reach out to more customers on the internet via search engine. A well-written description is not that good enough for sales purposes if it cannot be seen by people who need it, but with SEO, it can.
• Use simple words and writing style: Remember to make your description as understandable to everyone in your potential customer group as possible, including those with hearing and visual impairment issues.

Search engine optimization, or SEO, is now a crucial part of digital marketing of any business. The methods help your business be ranked higher on search engines results pages (SERP), and therefore, you can be able to reach out to many people. Besides, you can have higher conversion rates when applying SEO marketing in your business strategy. By being ranked in the top position of the SERP, your product descriptions are more likely to be visible to more of your potential customers, and therefore, more purchases are likely to be made.

So, in order to write product descriptions for SEO, consider these matters below:

• Know who is your target customers and personalise your writing for them
• Plan out a well-structured content strategy
• Deliver a benefit-focused and interesting product description
• Choose your relevant keywords carefully
• Never forget the Call-To-Action phrase at the end of your description.

If you are looking for someone who can create the most well-written product descriptions that satisfy all of the factors above, freelance product description services will be an ideal choice to make. Easy, fast, and convenient are what we can use to describe digital e-commerce platforms that provide the best quality creative services for business’ owners nowadays. With a huge community of professional freelancers worldwide, papmall® - the global e-commerce marketplace that offers small and medium businesses not only digital solutions for their problems, but also plays as an intermediate who assists and supports buyer and seller clients with policies regarding safety, convenience, and growing instability.