IN MY HUMBLE OPINION....
YOUR DESCRIPTIONS SHOULD SELL THE EXPERIENCE BEFORE A CUSTOMER BOOKS OR BUYS
Most treatment menus read like a clinical textbook crossed with a price list. They tell people what the treatment is but not why they should want it, what it feels like, or what their skin will look like after. That’s a problem, because your menu is one of the biggest conversion tools on your website, and most brands are treating it like an afterthought.
Nobody's getting excited about "a 60-minute treatment utilising advanced technology to target skin concerns." They want to know what their skin will look like after. They want to feel something. Your menu should sell the experience before they even walk in the door.
TREATMENT DESCRIPTIONS
Descriptions that lead with the benefit, back it up with the science, and make booking feel like a
no-brainer.
Descriptions that sell the experience, not just the treatment.
Written by someone who understands your services, what sets them apart, and how to make them irresistible to the person reading them on their phone at 10pm.
PRODUCT DESCRIPTIONS
Listing ingredients isn't a product description. It's a recipe.
Online, your customer can't swatch it, sniff it, or ask someone at the counter if it's worth it. Your product description has to do all of that work. I write descriptions that go beyond ingredients and features, translating the purpose and benefits into words that educate, excite, and make someone reach for their credit card before they've finished reading.
