Product descriptions play an important role in the purchase process.In many cases, they are the only content that a customer  reads in order to differentiate one product from another online.

Quality cannabis descriptions offer valuable information to the reader. The goal is to help potential  customers pick the right product from a wide array of possible choices. Brands that take this opportunity to offer information that both newcomers and longtime cannabis users find valuable have a clear advantage both online and in the store.

Even though it holds incredible power, good product copy can be hard to write. We’ve broken it down into 4 easy-to-follow rules to will help you create product copy that converts.

01.
USE THE RIGHT
TERMINOLOGY

When it comes to planning your labels and your custom marijuana packaging, you need to have your research well done. Keeping compliance in mind and abiding by the rules by providing accurate information will allow customers to make the best decision. It will also help build customer trust and loyalty.

Each product type comes with its own best practices for cannabis product description:

Flower. Most cannabis consumers that smoke flower care equally about the composition of the product, its psychoactive effects, and its flavor profile. Good product descriptions should offer information about these elements of every strain, going beyond the basic indica/sativa/hybrid designation.

Concentrate. The world of concentrates can be intimidating for newcomers, so it is important to use common terms in a way that is easy to understand. At the same time, dispensary owners should use key details about concentrate purity, delivery method, and extraction so that consumers know what they are buying.

Topicals. Topical ointments and lotions are increasingly popular among cannabis enthusiasts, especially among those new to the market. There should be a clear distinction between therapeutic effects and psychoactive ones, in order to avoid unhappy customers purchasing topicals & expecting to experience a high.

Edibles. When it comes to edibles, defining the appropriate dosage is extremely important. And just like any other food or beverage product, edibles are as much about the flavor experience as they are about the high. Additionally, many states require product descriptions to contain dosage information, and some go so far as to require manufacturers to sell edible products with specific dosage quantities.

02.
BE DESCRIPTIVE

This one goes hand in hand with the above. In one study, 20% of purchase failures appeared to correlate with unclear product information. This is why it is so important to provide clear and descriptive information about your cannabis products to help customers choose, compare, and make informed choices.

03.
WRITE FOR PEOPLE AND
FOR SEO

When writing your cannabis product description, use the same language your target customers do to make it easy for them to find, understand or visualize the product. Also, be sure to consider SEO. What would they search in Google to find your product?

According to Answer The Public, these are the 4 most common questions consumers ask the  Internet about cannabis products:

01. Is it a sativa, indica, or hybrid strain? Sativa or indica leaning?

02. What is the THC, CBD, or other cannabinoids, percentage?

03. What is the terpene profile of the strain?

04. What effects can I expect?

A bit of research will go a long way to finding the right SEO terms. Effective keywords and keyphrases are relevant and trending. Before finalizing a cannabis product page, do some quick google keyword research and check that your description is SEO-friendly.

04.
SHOW YOUR BRAND’S
PERSONALITY

Your cannabis product descriptions are a great opportunity to let your brand voice really shine. However, because of the nature of the industry, you should avoid any communication that would undermine your brand’s credibility. For example, if you’re going for an upscale clientele, phrases like “stoner” or “wake and bake” probably won’t resonate. And be sure to study up on your state’s regulations around referring to cannabis as “weed,” “pot,” or “marijuana.”