Your product descriptions carry a lot of weight.
Because more than any other piece of copy, they compel your prospects to answer a crucial question while reading them.
And that question is, “Is this product a good fit for me?”
However, here’s the catch.
Most product descriptions fall short of realizing their full potential.
They often present dry, crowded lists of product specs or features, assuming their prospects will connect the dots.
And this is where your unique advantage comes into play.
You can use persuasive strategies, leverage proven copywriting frameworks, and integrate future pacing throughout your description. Doing so not only tells but also shows your prospects the many positive outcomes they can achieve with your product.
This ability empowers you to drive more sign-ups, downloads, demo bookings, and ultimately — more sales.
By the end of this article, you'll know how to write effective product descriptions that drive conversions. Plus, you can use my 6-point checklist (below) to create or improve your own stellar description.
Your 6-Point Checklist for Writing Stellar Product Descriptions
Having analyzed thousands of product descriptions over my years of experience, I’ve pinpointed six crucial elements that consistently contribute to high-converting product descriptions.
These six elements include:
- Grabbing (and holding) their attention with a compelling hero section
- Cementing connecting
- Link features to end-user benefits
- Simply, simplify, simplify
- Pre-empt (and defuse) questions and objections
- Include a clear call-to-action (CTA)
These elements apply to every type of product, from enterprise software to anti-aging cosmetics, and work across multiple forms of copy, from landing pages and emails to pitch decks and app descriptions.
Here’s your complete six-point checklist.
Now, let's really dive into this comprehensive six-point checklist, beginning with Point 1.
1st Point: Grab (and hold) their attention with a compelling hero section
Your prospect has just landed on your landing page, site, or app description — great!
That was the easy part.
Now, you have 15 seconds (or less) to convince them to stay.
We need to get their eyes glued to your description quickly, so do it with an attention-magnetic hero section (AKA headline and subheading).
Tips for Writing a Compelling Headline
For a compelling headline, try these tips:
- State Your Main Benefit: Your product’s unique selling point (or USP) needs to shine. Why are you different? What makes you unique? Say it loud and clear.
- Solve Their Biggest Pain or Problem: Call out your prospect's most significant pain or problem and state exactly how your product solves it.
- Use Power Words: Incorporate words such as "You," "Now," and "Because" to stop their eyes from skimming over the description. Find a shortlist of popular power words here.
- Future Pacing: Try a before/after statement to show your prospect how wonderful their life could be with your product.
Examples of Effective Headers
- The following Canva app description integrates elements of problem-solving, incorporates powerful language, and skillfully incorporates future pacing.
- This Drift app description clearly highlights its unique selling proposition, addresses problem-solving, integrates future pacing, and provides evidence of its success through social proof.
Must-Have Compelling Subheader Elements
For a compelling subheading (also known as a crosshead or lede), try to weave in at least one of the following three elements:
User testimonials and expert endorsements are examples of social proof, reassuring prospects that your product delivers on its promises.
If you have real data and raw numbers, use them to support your claims about your product’s effectiveness.
Here’s a great example from Appcues.
Other examples include:
- “Trusted by over 4,000,000 marketers worldwide” (SEMrush)
- “Join the 100,769 entrepreneurs who are actively using ClickFunnels” (ClickFunnels)
Use a recommendation or testimonial from an authority figure to encourage prospects to trust your product and associate you with the qualities they admire in them.
Here are some great real-life authority examples:
- You’d want to use budgeting software if it was: "Used by Warren Buffet."
- You’d want to know which shoes were: "Loved by Kim Kardashian."
- You’d want to work with an agency whose: "Happy clients include Google, Microsoft, and Shopify Plus."
2nd Point: Cement your connection
Now that you have their attention hold it and deepen the connection with your prospect by describing who will benefit the most from using your product.
Many descriptions skip this part and launch immediately into describing their product’s features.
But this small (yet crucial) step sets the stage for your prospects to visualize themselves using your product and achieving positive outcomes.
How to State Your Ideal Prospect
Here’s how to write it:
Describe Your Primary Market Segment
Usually, 20% of your audience benefits most from your product and will drive 80% of conversions.
Call Out Every Market Segment
If you have multiple market segments, write a one-to-two targeted message for each instead of lumping them all into one paragraph. Or, simply call them out by title.
Here’s a great example from HotJar’s homepage (desktop):
Highlight the Ultimate Benefits
In other words, pinpoint the most visible or tangible outcomes your prospect (or market segments) will experience from using your product.
3rd Point: Link features to end-user benefits
Identifying features to ideal user benefits is the most underestimated element of solid product descriptions. And it’s where you have your biggest competitive advantage.
Many descriptions default into listing their features one after the other in bullet form like Shopify used to do in its app description below:
Listing your features is fine if your audience is already product-aware or most aware.
How to Engage Prospects in the Early Stage of Awareness
Listing features won’t help engage your audience, who might be further back in their marketing stage of awareness.
Suppose you tie every product feature to a tangible end-user benefit. In that case, you can successfully bring readers from unaware or problem-aware stages to the most aware with high intent.
Shopify has since revamped its application description to tie end-user benefits very clearly.
A reminder that benefits don’t always have to be functional. They can be emotional and social, too.
How to Connect Product Features to End-User Benefits
Here’s how you do it:
Incorporate Bullets or Numbered Lists
Listicles help break up the text visually so it’s easier to read, making it easier for them to process the information.
Use Feature and Benefit Statements
Use one of these classic frameworks to write each point — either "Benefit + Feature" or "Feature + Benefit."
Feature + Benefit Statements
- "With (feature), you can (achieve a specific outcome)"
- "(Feature) means you get to (achieve a specific outcome)"
- "(Feature) lets you (achieve a specific outcome)"
- "(Feature) enables you to (achieve a specific outcome)"
- "(Feature) empowers you to (achieve a specific outcome)"
Benefit + Feature Statements
- "Get (specific outcome) with (feature)"
- "See (specific outcome) when you use (feature)"
- "Feel (specific outcome) while using (feature)"
- "Discover how easy it is to (achieve a specific outcome) with (feature)"
4th Point: Simplify your product description
Unless your audience is ultra-sophisticated, it’s best if you go light on the industry-specific jargon.
Why? Because people naturally shy away from doing what feels like "work." And the easier your messaging is to absorb, the easier it is to convert your prospects.
In fact, Unbounce’s Conversion Benchmark Report found that conversions were higher for 6 out of 10 industries when their copy was written at a 9th-grade reading level or lower.
How to Keep Your Sentences Light, Clear, and Simple
Here’s how to do it:
Run Your Text Through a Readability App.
Apps like Readability and Hemingway Editor analyze the "wordiness" and sophistication of your copy, as well as sentence length and clarity, to help you reach the recommended 6th-8th grade reading level.
Let Your Copy "Rest"
Once you’ve written your product description, put it aside for a couple of hours or even a full day before returning to it. You’ll be surprised by what you can edit out or streamline when you look at it refreshed.
Simple Product Description Example
Kajabi is a website builder, and terminology can get technical for newbies. However, the company’s product description makes it less intimidating with its helpful breakdown and simple terminology.
5th Point: Pre-empt (and defuse) questions and objections
This product description checklist point is my secret tip. And it can immediately turn any "ordinary" product description into a high-converting one.
As Wes explains, the biggest issue for any business is bridging the value gap — the gap between what your prospects expect your product to do and what it does for them.
But if you voice these potential objections and solve them in advance for your prospects, you can turn even the most skeptical prospects into happy users.
How to Bridge the Value Gap and Convert Skeptical Prospects
Here’s how to do it:
Find Their Objections
The first step is identifying their potential sources of friction or barriers to conversion. Are they concerned about integrations? User interface? Or speed? Find out what they are by combining customer surveys, interviews, and testimonials.
How to use customer feedback and reviews to improve product descriptions
Determining their objections is crucial to bridging the value gap and converting skeptical prospects. Dig deep into customer surveys, interviews, and testimonials to identify potential sources of friction or barriers to conversion. Are they worried about integrations? Or maybe they have concerns about the user interface or speed.
By understanding their objections, you can address them head-on in your product descriptions and alleviate any doubts or hesitations they may have.
Using customer feedback and reviews effectively improves your product descriptions and ensures they resonate with your target audience.
Use Limited Customer Data
Send a short survey to previous and existing customers and ask why they left or stopped using your product. You can also read competitor reviews and testimonials to understand your prospects' thoughts when considering your product.
Use Helpful Formatting
Make the value your product gives prospects easy to find with effective formatting. For example, add bullets to the main body of your product description and create a FAQ section.
Include Additional Examples of Social Proof or Authority
If you have further data in the form of positive test results, social proof, or testimonials, add them here, as it will further strengthen your prospect’s trust in you.
6th Point: Finally, include a clear call-to-action (CTA)
Steps one through five of this product description guide is about effectively proving your product's value to prospects.
You’ve met them where they’re at in terms of their stage of awareness.
Now, you can ask them to take action. Enter your CTA.
Not doing so is a wasted opportunity. It's like leaving a movie just as it reaches its climax.
Your prospects expect you to ask them to sign up, download your lead magnet, or buy now.
So, don’t be shy. Just do it!
Element of Effective CTAs
- Briefly Restate the Biggest End Benefit. What will they ultimately be getting by choosing your product? Remind them what it is.
- Use "Action" Words: You want them to take action, so use verbs and an active (instead of passive) voice. You can find inspiration for high-converting CTAs here and here.
Download a free 6-Point Product Description Checklist PLF here to help make writing (or rewriting) your product descriptions easier.
How to Write Product Descriptions for SEO
To optimize your product descriptions for SEO, follow these tips:
- Craft concise, compelling product descriptions highlighting your products' unique features and benefits.
- Use high-quality product images that showcase the product from different angles and provide a clear visual representation.
- Incorporate relevant keywords and phrases in your product descriptions to improve search engine rankings.
Optimizing Product Images to Enhance Product Descriptions
By strategically incorporating these visual elements into your SaaS product descriptions, you can enhance the overall user experience and effectively communicate the unique value proposition of your software, ultimately driving higher conversion rates.
Here are some product image ideas:
- Spotlight Key Features: Utilize images to emphasize the distinctive features of your SaaS solution.
- Exploring Interactive Visuals: Consider integrating interactive elements such as GIFs or short video clips to showcase dynamic aspects. Visual storytelling walks potential users through the user experience, highlighting specific functionalities and benefits.
- Consistent Branding Across Visual Elements: Maintain a cohesive visual identity by ensuring consistency in branding across all images. Reinforce your SaaS brand through visuals, creating a recognizable and trustworthy image in the eyes of potential users.
- Contextual Screenshots for Real-World Usage: Go beyond standalone images by including screenshots in real-world usage scenarios. Demonstrate how your SaaS product seamlessly integrates into a user's workflow, providing practical insights into its benefits.
Where Your Product Description Falls Into Your PLG Strategy
Your product description is not just a static piece of content but a dynamic component within your PLG strategy.
It introduces users to the value of your product, fosters trust, and aligns with the principles of self-service adoption and user empowerment that define successful PLG approaches.
By thoughtfully incorporating your product description into your PLG strategy, you create a cohesive user journey emphasizing value, autonomy, and community engagement — core principles driving successful product-led growth.
To continue on your journey of building your product-led business, be sure to continue building out the other eight components of the ProductLed GTM System™️.
Alternatively, if you’d like to work with a coach to implement these components into your business, be sure to check out ProductLed Academy.