How Health and Beauty Product Descriptions Grow Your Business
5 minute read
Whether you are in the holistic health and medical field or in the beauty industry you sell products, and those products help your clients solve a specific problem.
They may need vitamins and supplements to get all their nutrients if you’re in the holistic health and medical field. They may need makeup or hair products to enhance their beauty and for maintenance if you’re in the beauty industry.
This can be an excellent way to build rapport and trust.
However, if you want to increase sales then you need product descriptions.
Photo by Devin Avery
The Importance of Product Descriptions
Now if you’re in the holistic health and medical field or in the beauty industry you may be thinking that your clients trust you and will simply purchase the products.
While this may be true, it isn’t a sustainable way to grow your business.
Have you ever shopped online and were looking for a specific item?
Besides the reviews of the product, what else did you read?
According to BusinessDit 76% of people read the product descriptions. Without them potential clients will seek out another site that provides them with what they are looking for.
Keep your clients coming to you by creating a website that houses your products.
Photo by Avishai El
Expanding Your Reach
Having a website is imperative to growing a business and expanding your reach to more potential clients. For this reason, many businesses have embraced the digital marketing arena to sell their products.
Now, you don’t need an extravagant site; however, you do want something that is on brand and intuitive so people can navigate with ease.
Once you have that up and running you can create a section for your products.
People across the globe have seen an increase in their client base when they wrote product descriptions…
Because they are the “salesperson” of your business.
They drive and entice customers by answering common questions or concerns a buyer may have.
Photo by ABHISHEK HAJARE
The Health and Beauty Industry
The health and beauty industry aren’t as regulated as it should be, and many people have had adverse reactions to products. Certain ingredients can cause several health problems…some fatal.
I have seen countless companies sell their products online with no product description and this is bad for business.
You may be thinking, “How is this bad for business?”
Let’s look at an example…
You go online and look for a store that sells orange juice and you find one. When doing a product search on their site it says, “Orange Juice” with no product description. People are less likely to buy when there is no information.
Common questions that come up when someone is searching for orange juice is, Is it organic? Does it contain sugar? Is there any pulp?
The less information you include the more suspicious people become. Where there is suspicion there is a lack of safety and trust.
There are people who need answers to questions when it comes to buying products. You have no clue what their health history is and how their body is going to respond to the ingredients.
When people buy from you, they are trusting that your products are either going to support their health or make them feel more beautiful…
But if they have a horrible reaction this can result in a complaint and worse, a lawsuit.
To avoid that and cover yourself you want to make sure the potential client is aware of what they are consuming or what’s going on their skin.
Every product should have ingredients that support the health and well-being of the client and while this isn’t always the case it is crucial that you let them know what they will be purchasing.
Product descriptions, coupled with transparency is a staple and can bring success to your business.
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Compelling Product Descriptions
When writing a product description, you want to make sure the copy is compelling. Your writing needs to make the potential buyer feel as though it is worth the investment. This way you can evoke and gain their interest.
Have you ever been glued to a media story that piqued your interest?
Maybe you felt a bit “nosy” because you were all up in someone else’s business.
Well, writing the product descriptions are no different than a media story. You want consistent, “nosy” customers and buzz around your product.
The icing on the “Compelling Vegan Cake” is to apply UX principles. Appealing to the user experience is a key component in formulating a product description that will convert potential buyers into repeating clients.
Photo by Doterra
You can achieve this by…
· Being concise – Provide the information clearly in a few words. Make it readable by leaving out unnecessary words. Less is better.
· Being specific – Share exactly how your product benefits the user.
· Avoiding jargon – Remove technical terms and words that people don’t recognize.
· Using brand voice – Use a consistent voice throughout so people can become familiar with you. This builds authority and recognition.
· Storytelling – Take the buyer on a journey where you tell their story and understand how to get them from problem to solution.
· Empathy – Get inside the mind of the potential buyer. You want to know where they’re at and where they’re wanting to go. This is a bit different than storytelling as you will always empathize with them.
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The Importance of a UX Copywriter
There are other aspects of creating a product description that a UX copywriter can quickly identify and boost your sales in the process. It’s not your job to write your own copy and take care of your clients. That can be a draining experience.
Don’t feel as though you must do it all.
How can a UX copywriter help you?
· SEO – As a business one of your goals is to rank high on the search engine and there is a specific way to do this. It will make it easier for potential buyers to find your products.
· Brand awareness – There are strategies that can help you build client loyalty and become the go-to for a product or service.
· Target audience – Understanding who you are selling to can help with your messaging and the clients you reach.
· Headlines – These quickly grab the attention of the reader and the clear and concise messaging that a UX copywriter provides will convert them into buyers.
· ROI – Creating landing pages and email marketing will create consistent clients over time.
Consider working with a UX Copywriter to successfully grow your business with product descriptions and applying UX principles. You will have returning buyers for years to come.
