If you’re selling products or services, then writing a compelling description is essential. When someone visits your website or reads your brochure, the sales copy may be all they have to go by. Photos and videos are always helpful but it’s the written product description that convinces people to purchase.
In this article – we explain how to write compelling descriptions for health and fitness products in 5 simple steps (including SEO and legal considerations).
Here’s a quick overview of the process…
- List key points to convey
- Use a framework
- Polish and optimise for search
- Check legalities
- Proof like a pro
Now let’s dive into each stage in more detail…
Step 1 – List Key Points To Convey
Start by making a list of key points that you need to include. These don’t need to be crafted into full sentences yet – just the essential things you want to convey.
- What is the problem that you’re trying to solve for your customers?
- What types of people is your product ideal for (i.e. who is your target audience)?
- What makes your offering better or different from competitors?
Make a list of all the benefits as well as features. A compelling product description needs to include both of these elements. Once you have collated all of the key points into a document, you can move on to step 2.
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Step 2 – Use A Framework
Starting from scratch can be tough. That’s why we use a framework for all the product descriptions that we write. Whether we’re writing sales copy for clients or our own products, this approach is proven to work. It’s been developed, tested, and tweaked over several years to ensure it’s as effective as possible.
- Single sentence overview
- 2-3 sentences explaining the key benefits and referencing target audience
- 4-5 bullet points summarising features and benefits
- 2-3 paragraphs expanding on the bullet points in more detail
- Product specifications – size dimensions, weight, colour, etc
- Final summary paragraph
- Call to action – buy now, add to bag, call to join, etc
We’ve used this structure for descriptions of fitness equipment, vitamin supplements, and personal training services. Following it ensures that your description flows well and covers all the key points.
Step 3 – Polish & Optimise For Search
The next step is to polish your product description so that it’s as persuasive as possible. Swapping out a few words here and there can have a dramatic effect on your conversion rate. We like to include a few power words throughout the text since these trigger an emotional response. In the health and fitness industry, these are words like…
If your descriptions will be featured online, then it’s important to consider SEO. It can be difficult to create compelling product descriptions that are also well-optimised for search engines. But it’s definitely not impossible and shouldn’t be considered an either/or choice.
You can create persuasive content that sells products and ranks highly in Google. The key is to make selling your priority – there’s no point in ranking well if you don’t convert the visitors that result. This is why we craft the content to be persuasive first and then optimise it after.
Include the keyword you want to rank for in the title, opening sentence, and middle. Depending on the competitiveness of the word or phrase and length of your description, you may need to use it more often. But that’s an entire SEO article in itself and not something we can cover in detail here.
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Step 4 – Check Legalities
Once you’ve polished your descriptive text, you need to make sure it’s legit. No-one wants to fall foul of advertising law, especially when it comes to health and fitness. Making false claims or using the wrong phrasing can get companies in a lot of trouble, not to mention disappoint your customers.
Here are some key points to consider…
- Use ‘can’ or ‘may’ instead of ‘will’
- Cite scientific evidence to back up your claims
- Follow advertising rules set by the FTC, ASA, or relevant legal body for your country
- Ensure any health claims meet government requirements (e.g. is your product categorised as high in protein versus just a source of protein)
Step 5 – Proof Like A Pro
This is a simple but effective step. Proof your description to ensure it all reads clearly and there are no errors. Nothing looks less professional than spelling mistakes. Use the ‘read out loud’ function on Microsoft Word to help you pick up on tiny mistakes that are easily missed when reading.
During this process, you may also think of better ways to phrase or explain things. This is a natural part of editing and helps to improve your finished description. Sense check all the content with a friend or colleague to avoid ambiguous statements.
By following these five steps, you’ll be able to write persuasive product descriptions that maximise sales. If you don’t have the time or want help with writing sales pages, then check out our professional marketing services. We specialise in creating compelling content for fitness and nutrition companies so can take care of all the hard work. Learn more here.