10 Tactics for Describing Your Company's Products and Services to Enhance Sales

You’re passionate about your business.

You put a lot of time and effort into developing new products and services, as well as your whole heart. 

Your product and service quality? Top-notch. Your customer service process? Pristine. Your team? Like a well-oiled machine. 

But there’s one thing that’s missing …

You still don't completely understand how to effectively market the goods and services offered by your business. You’re not alone though. 

Copywriting is a beast in and of itself. It's only normal to struggle with a skill you haven't developed yet without the right instruction, experience, and lessons learnt from mistakes.

Keyword? Yet. Because in today’s article, we’re going to change all of that.

Are you ready to write product and service descriptions that sell? In today’s article, we’re sharing 10 tactics you can implement right away. 

Here’s what we’re sharing today:

1.  The unbiased review tactic

2. The FAQ page tactic 

3.  The interactive description tactic

4.  The “solution to your problem” tactic 

5. The benefits tactic

6. The personalized tactic

7. The “our employees love us too” tactic

8. The “you don’t know what you’re missing” tactic

9. The social proof tactic 

10. The case study tactic 

11. 3 Bonus tips for describing your products and services to boost sales 

1. The unbiased review tactic

While advertising your goods and services on your website is a given, getting other people to write positive things about you increases your reputation and trust.

2. The FAQ page tactic

Creating an FAQ page on your website that breaks down your products and services in more detail is a great way to show customers the depths of what you offer. 

For businesses that market more complicated goods and services, like leasing solutions for colocation data centers, this is a particularly helpful tactic.

Not only do FAQ pages assist potential customers in learning more about what your company has to offer, but they are also successful at drawing in leads who are looking for keywords associated with your goods and services.

For instance, in the following example, if someone searches “what is a colocation data center?” in Google, Nlyte’s FAQ page will show up as one of the options in the search results. 

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Pro Tip: Make sure you optimize your FAQ page for search before publishing!

3. The interactive description tactic 

Who says product and service descriptions have to be boring? 

Take your descriptions to the next level by making them interactive. 

For instance, we love this interactive logo maker example by Tailor Brands: 

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Tailor Brands takes a product description and turns it into a lead-nurturing machine by letting prospects test-drive its logo maker. 

And the best part is? It does so using two simple sentences:

“The easy way to a unique logo design. Our logo creator uses AI to create custom logos in just a few clicks.” 

Ah. Simplicity and customer-centricity at its finest. 

4. The “solution to your problem” tactic 

There’s nothing that catches a prospect’s attention more than solving a key pain point they’re experiencing. 

For instance, consider the following from the Greenlight description of this child's debit card:

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In this example, Greenlight describes how its product provides an innovative solution to its target customer: Parents looking to teach their children how to use a debit card and how to handle online payment without troubles.

The description emphasizes how these debit cards for minors may teach kids how to manage their money while also keeping parents informed about their spending patterns.

In today's digital age, convenience is key. Be sure to highlight how simple it is for clients to use and obtain your internet products or services when discussing them.

Take, for instance, the wegovy online prescription. With the use of this service, clients can obtain their prescriptions without having to physically visit a doctor or pharmacy.

By highlighting the straightforward nature of such online services, businesses can appeal to the modern consumer's desire for seamless experiences.

5. The benefits tactic 

Don't concentrate too much on features, you've heard it said countless times. Instead, emphasize the advantages your leads will experience if they decide to become paying clients.

For instance … 

Instead of: “Rich, aromatic, and pungent”

Try: “The only morning pick-me-up you’ll ever need”

Instead of: “Fast, reliable, and on-time”

Try: “If you don’t receive your package in 24 hours, we’ll take 25% off your next order”

Instead of: “Time tracker, customer portal, and team collaboration features”

Try: “Save 10 hours a week on team productivity, guaranteed”

6. The personalized tactic 

Understanding your ideal buyer is pivotal to crafting a product or service description that converts. 

Before planning your copy, consider creating a data-driven ICP (Ideal Customer Profile)  so you can focus your messaging on prospects that are most in line with your target audience. 

Implementing lead scoring models will turn your company into a money-printing machine that your marketing, sales, and executive teams will adore by enabling you to identify who your ideal customer is.

For instance, a customized description like "get fresher, clearer skin with our organic citrus body spray" would be ideal if your target market values fruit-infused organic skincare.

7. The “our employees love us too” tactic 

When considering the advantages of our goods and services, we frequently concentrate on outlining the advantages for our clients.

However, there is another strategy that is equally powerful: highlighting how much your staff adores your business.

For instance, the Philippines-based company HelloRache provides services for virtual assistants. You may see screenshots of social media posts written by HelloRache's virtual assistants expressing how their lives have improved since working with the company under the "guilt-free outsourcing" section of its website.

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Using well-known brands as examples might help your arguments sound more credible. In the perspective of potential customers, mentioning ties or relationships with sector giants like HelloRache or Cruise America in RV rentals industry, can give your company a more reputable and established image.

Anyone can claim to have the best brand — but when your employees are beaming with pride, too? That’s the true mark of a healthy business. 

8. The “you don’t know what you’re missing” tactic 

The fear of missing out (FOMO) is real. After all, we’re wired to want what we don’t have. 

Thankfully for marketers, you can utilise this strategy to encourage leads to convert.

Here’s an example:

Instead of: “You gotta try our new pecan sandies”

Try: “You don’t know what tasty is until you’ve had our homemade pecan sandies!”

Instead of saying, "We have the best project management tool available,"

Try this: "Use our project management tool to eliminate three hours of unnecessary work each day."

9. The social proof tactic 

Social proof has permeated every business channel, with more testimonials, rating choices, and review sites than ever before.

And for good reason. 

Consumers trust consumers. 

They want to know why other people believe you are fantastic, not why you think you are amazing. After all, there is a lower likelihood of getting burned if someone else dips their toes in the water first. Simple.

To take advantage of the social proof tactic, you can: 

- Add a “look who else trusts us” banner as monday.com does here:

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- Add a quote from a happy customer under your product or service description

- Use a quote from a happy customer as your product or service description

- Embed video case studies into your sales page with the help of AI voice generator

- Copy/paste your five-star rating banner on your website, landing pages, and product/service descriptions 

- Use some readily available email templates and build around them.

10. The case study tactic 

Use the case study strategy to boost your attempts to generate social proof.

For instance, the fleet dash cams page from Samsara lists numerous advantages of buying the company's solution for video-based safety, including real-time incident detection, preventative in-cab coaching, and sophisticated AI.

But it also highlights a very special detail underneath one of its benefit descriptions — a case study blurb:

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In this example, Samsara doesn’t break out an official case study article. Instead, it includes a simple but effective quote from a real client to highlight a short case study blurb. Brilliant!

Three additional suggestions for marketing your goods and services to increase sales

Although we are aware that you are consuming all of these delectable strategies, the fun is still ongoing.

Here are three more suggestions you may utilise to increase sales by improving the descriptions of your goods and services.

1. Know how to write an engaging headline 

To increase click-through rates, it is essential to understand how to craft headlines. Making a catchy headline can halt potential customers in their tracks and move them closer to conversion. The webpage of BriteCo is a great illustration of this. To promote ring insurance and help potential consumers comprehend the services offered right away, they employ very enticing and descriptive headlines. You may always utilise a free AI writer if you are having trouble coming up with engaging, educational material for your e-commerce site to help you convert visitors into buyers.

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2. Add your offers on high-ranking listicle articles

To increase your SEO reach, add links to your goods and services in popular listicles.

If you sell an AI writing tool, for instance, customers can discover it more quickly on a list of the "Best AI writing software" than on your own product page, unless you happen to rank highly on Google.

3. Lock arms with influencers and affiliate marketers 

It’s no secret — influencers and affiliates know the lead conversion game better than most. Partnering with trusted influencers and affiliate marketers can help you amplify your offer descriptions as well as your sales and outreach strategies, so don't hesitate to add them to your project management workflow.

Wrap up

We're done for the day, everyone.

We hope this post has provided you with plenty of suggestions to help you improve the descriptions of the goods and services offered by your business.

You may continue to enhance your descriptions as your business develops by keeping up with shifting consumer preferences, copywriting best practices, and SEO tactics.

Using compelling product and service descriptions, are you prepared to increase conversions?

About the Author


Jeremy Moser, CEO at uSERP - Owner at Wordable

Jeremy is the co-founder and CEO at uSERP, a 50+ person performance-driven SEO firm helping high-growth tech companies like Fivetran, Freshworks, ActiveCampaign, monday.com, and hundreds more scale profitable customer growth. He bootstrapped the business to $500,000+ in monthly recurring revenue in its first 3.5 years. He also owns and advises his team at Wordable — a SaaS used by brands like Ahrefs, Kinsta, Stanford EDU, and more that saves them thousands of dollars per week.