Five Tips for Writing Engaging Tech Product Descriptions

Improve your tech product descriptionsMany B2C tech products have it easy when it comes to presenting engaging and compelling product descriptions. The products are usually so obviously useful to consumers that the product description essentially writes itself. Your tech product descriptions, on the other hand, is a little more challenging to write, especially the B2B tech product descriptions. Not everyone can be the latest Apple product.



Writing compelling and engaging tech product descriptions is a challenge because your product is often hard to grasp, hard to explain, and only appeals to a particular segment of the business world. That doesn’t mean that your product descriptions should suffer, so here are 5 tips to make your tech product descriptions more useful.

5 tips to improve your tech product descriptions

1 – Make them unique

Sure, your product pages have the same template or layout on your website, however that doesn’t mean the content in them should be the same. Each product is different, so show them off! Copywriting is one of the places that websites can differentiate themselves from your competitors, so take advantage of that. Highlight the benefits of each product in an interesting and engaging way. Leave the feature description to the technical spec table below the fold.

2 – Put your best content above the fold

Above and below the fold are old journalism terms that refers to the placement of content on a newspaper page, yet they still apply to online marketing. Putting your best content above the fold, or at the top of your website so visitors don’t have to scroll down to find it, is still the best strategy. This engages visitors right away and keeps them on your site as long as possible before they return to their search engine results (aka dwell time).

If the majority of your visitors come from mobile, make sure that your best content is viewed right away on the most popular device too, otherwise, you’re throwing away site visitors.

3 – Use the same language as your visitors

This tip applies to ALL copywriting, heck, it applies to all writing, in my opinion. You should always know who you’re audience is, and use the language and terms they use. As Geeks we like to use the latest fancy words to describe our products or industry, but your visitors may not like that at all. Or they may use different terms altogether.

Some audience groups may respond to the complex, high-tech jargon, while others prefer benefit-driven language. Yet decision makers may prefer a more formal tone. Do you know what your visitors and audience like? If not, some quick research will give you a good starting point:

  • Read the product reviews on your website.
  • See what they’re saying about you on social media.
  • Listen in to customer service calls.
  • Work with your sales teams to keep track of the language your audience uses.

4 – Features are important, but so are benefits

In fact, most content marketers will tell you that 90% of your messages should be about the benefits, while only 10% should be about the features. In the tech market however, that percentage may be different as you may have to do more education and outreach with your audience, especially if your technology is new.

What isn’t new about your marketing, is the business pain points you’re solving. Only the tech itself is new and merits all the wonderfully complex, tech jargon you’ve got.

A trick copywriters often use when trying to find a benefit is to ask the question, “So what?” Here’s an example of how you can drill down into the benefits of a web-based contact management software product.

The software has seamless desktop and device syncing.

  • So what? Your staff can update contact information at any time, so it’s never outdated.
    • So what? You’ll save time because you’ll never have to correct contact information.
      • So what? You’ll have better relationships with existing customers because you’re always talking to the right person.
        • So what? Your prospects and customers will appreciate the strong relationship, and you’ll always be top of mind with them.

5 – Include your best keywords naturally

Gone are the days of the keyword-stuffed web content pages (for the most part), however one area where they sometimes persist is in the tech product descriptions. Usually because the pages are given a keyword of one of the features, so it seems appropriate to do so.

Yet with today’s specialized Google search algorithms, it makes more sense for tech companies to choose keyword phrases that reflect their tech product benefits, rather than the features. This tactic has the added benefit of being closer to how people search online today, which is more about phrases rather than individual keywords.

Level up your tech product descriptions today

These 5 tips are only a few of the ways you can improve your tech product descriptions and make them work harder for your business. It’ll take a bit of work and collaboration to do it, but your sales funnel will thank you for it later.

What other tips would you add to this list? Share them in the comments below.