How To
9 min read

How to Write an Effective Product Description

Reem Abouemera

June 2, 2022

Want to write compelling product descriptions but don’t know where to start? You're not alone — writing great product descriptions can be a challenge, but it’s worth it. Well-written descriptions can help you increase your sales and improve customer satisfaction, all with just a few strategic words.


Lucky for you, we’ve got all the tips and tricks you need to get started. We’ll cover the basic dos and don’ts of writing effective product descriptions, as well as some tips and hacks to help you get ahead. Whether you’re selling on Amazon or your e-commerce store, this guide will help you write better copy that converts more customers into buyers.


The importance of a good product description 

Before we dive into the tips, it’s important to understand the importance of a good product description. 


A good product description does more than just tell potential buyers what your product is — it sells the product. It showcases the product’s features and benefits, paints a picture of what using the product will be like, and grabs the reader’s attention. In other words, a well-written product description can be the difference between a sale and a missed opportunity! 


So, with that said, what goals should you aim for in your product descriptions? There are two main ones: sales and discoverability (SEO).


Sales

When it comes to sales, your goal is to convince potential buyers to purchase your product. First and foremost, this means your description needs to be well-written and persuasive. It should highlight the features and benefits of the product and make the buyer feel like they can’t live without it. It also helps if people can visualize themselves using the product in their daily lives. 


A good product description should be interesting enough to grab someone’s attention but informative enough that they feel more or less ready to make a purchase decision. If your description is poorly written or doesn’t answer questions about what makes your product special, then you might lose out on sales.


The more persuasive and interesting your description is, the more likely someone will buy your product, translating into increased sales.

Discoverability (SEO)

Before people can buy your product, they need to find it in the first place, right? This is where search engine optimization (SEO) comes in. A good product description includes the right keywords and phrases that lead potential buyers to your product when they’re searching for it online.


That way, you can increase your product’s ranking on search engines, which can bring in more traffic and leads. Even better, strong product descriptions will boost your website’s ranking altogether, since this signals to Google that your site has relevant, high-quality content worthy of more visibility.


9 tips for writing effective product descriptions

So, how do you write a product description that accomplishes both of these goals? It takes time, effort, and a lot of practice, but anyone can do it with the right strategy. Let’s get started!


1. Write for humans, but don't forget about search engines


When you’re writing a product description, always keep your audience in mind. You want to write for humans, not machines. That means your description needs to be well-written, engaging, and persuasive.


human vs. bot



However, this doesn’t mean you can forget about search engines entirely. After all, they play a big role in how easily your product is discovered online. That’s why it’s essential to include the right keywords and phrases in your description — the ones people are most likely to use when they’re searching for your product.


For instance, if you’re selling a product that helps people stay organized, you might want to use keywords like “organization,” “time management,” and “productivity.”


When it comes to keywords, however, it’s important to make sure you don't overdo it. If you stuff your descriptions with too many keywords or overuse a single keyword, it will seem spammy, and your readers will probably leave. A few strategically placed keywords will do the trick.


2. Determine what makes your product unique and valuable 


Before you start writing, take some time to determine what makes your product unique. What are its key features and benefits? Why should someone buy it over the competition?


Your product’s unique selling proposition (USP) is what sets it apart from similar products on the market. It’s what makes your product special. Similarly, think about your value proposition — the value your product provides for the customer. Think of it this way: How will this product improve their day-to-day life?


Identifying these things will help you craft a persuasive description by incorporating strong benefit statements.


For example, if you’re selling a product that tracks exercise, some of its key features might be that it’s lightweight and easy to carry, it has a long battery life, and it stores all your data so you can track your progress. Its value proposition, then, might be that it helps you stay motivated and achieve your fitness goals, it’s easy to use, and it provides accurate data.


3. Include a call-to-action (CTA)


A call-to-action is a statement intended to get an immediate response from your potential buyer. A strong call-to-action can help increase your conversion rate, so it’s important to include one in your product descriptions. 


While CTAs should be direct and clear, they should also be conversational — think "add to cart," "order today," or "buy now." It’s wise to keep them short and sweet — you want your readers to take action, not read a lengthy, winded sentence.


examples of CTAs


More importantly, your CTA should appear in strategic places throughout your description so it’s easy to see — you don't want your reader to miss it or have to scroll down to the bottom to find it. Strong font colors and big, bold designs will also help your CTA stand out.


4. ​​Organize your product descriptions into simple sections with bullet points and headers


No one likes to read a long, boring block of text. That's why it's important to organize your product descriptions into easily digestible sections with bullet points and headers. This will make it easier for your reader to scan through them and quickly absorb the information they need.


example product description


Bullet points are perfect for highlighting your product's key features and benefits, while headers can help break up the different sections of your description. That way, your reader can find the information they're looking for without having to read through a long, drawn-out paragraph.


By giving readers the information they need clearly and concisely, you’ll drastically improve your chances of converting them into a customer.


5. Tell a story


Storytelling is an incredibly powerful way to connect with customers. When you make people feel like they’re a part of your story, they’re much more likely to connect with your product.


Think about the different ways you can tell your product’s story in a way that resonates with your target audience. For instance, you could start by introducing the main character: the customer. Then, you could demonstrate how your product can help them overcome their struggles or achieve their goals.


To put this into perspective, let’s say you’re selling a product that helps people save money. You could start your story by introducing the customer as someone who’s always looking for ways to save. Set the scene by depicting scenarios in which they’ve failed at achieving this goal, such as by binge shopping or eating out too often.


This sets you up to introduce your product as the solution to their problems. Show how it helps them plan their budget, find the best deals, or avoid overspending. By the end of the description, your reader will feel like they’re a part of your story and be much more invested in your product.


When you tell a story that’s relevant to your target audience, it can significantly increase your conversion rate. Don't be afraid to add some humor to your story (if it’s on brand), as this can help you connect with your reader on a more personal level. 


Finally, remember that your story doesn’t have to be long and drawn-out — in fact, it can be as short as a sentence or two. Regardless of length, your product description should be engaging and highlight your product's key benefits.


6. Be descriptive and use sensory language


When you’re describing your product, it’s important to use descriptive language that will help your reader visualize what it is that you’re selling. This is especially important if you’re selling a physical product. Aim to be specific by using sensory language that appeals to different senses (taste, touch, smell, sight, and sound).


For instance, if you’re selling a piece of jewelry, you could describe the different gemstones used in the piece. You could also use adjectives like “sparkling” or “shimmering” to give your reader a sense of how the jewelry would look when worn.


Similarly, if you’re selling a piece of furniture, you could describe the different materials it’s made from and how it feels to the touch. You could also use adjectives like “luxurious” or “rustic” to give your reader a sense of what the furniture would look like in their home.


The more descriptive you are, the easier it will be for your reader to imagine using your product, and the more likely they are to convert into a customer. After all, one of the main reasons people buy a product is because they can see themselves using it in their daily lives.


7. Use easy-to-understand language


When you’re writing your product description, it’s important to use language that is easy to understand. This is especially important if you’re targeting a global audience.


Avoid using complex jargon or acronyms that people may not be familiar with. Instead, opt for simple, everyday language that everyone can understand. If you need to use technical terms, make sure to explain them in layman's terms as well.


For instance, if you’re selling a weight loss product, you could describe it as a “metabolism booster” instead of a “thermogenic.” This will make it easier for your reader to understand what your product does and how it can help them achieve their goals.


By the same token, you want to make sure your product description is easy to read. To do so, use short sentences and words and break up long paragraphs. It's also best to rely on the active voice rather than the passive one. For example, write "Our product can help you lose weight" instead of "You can lose weight with our product."


The bottom line is that you should always use the KISS principle (Keep It Simple, Stupid) when writing your product descriptions. KISS simply advocates for the idea that the easier it is to understand or use something, the more likely it is to be successful and adopted.


8. Focus on benefits, not features


Many people make the mistake of focusing on their product’s features rather than its benefits. While it’s important to list out the features of your product, it’s even more important to highlight the value your product can add to the customer’s life.


But what's the difference? Generally speaking, features are the things your product can do. For instance, a laptop could have features like a built-in webcam, a backlit keyboard, and a high-resolution screen.


features vs. benefits



Benefits, on the other hand, are what those features can do for your customer. So, in the case of a laptop, benefits would include the ability to stay connected with friends and family online, the ability to work in low-light conditions, and the ability to have a clear picture during video chats.


When you’re writing your product descriptions, make sure to focus on the benefits your product can offer. Why? Because people desire and buy products based on what they can gain from them, not what they can do.


Taking the time to focus on the benefits of your product will help you connect with your customers on a deeper level. It will also show them that you understand what they’re looking for and that you’re willing to go the extra mile to help them meet their needs. Steer clear of dry, feature-based descriptions and focus on highlighting the benefits your product has to offer.


9. Include details that users care about 


Last but not least, when writing your product descriptions, make sure to include details that users care about. What do we mean by that? Well, think about the questions people typically ask when they’re looking for your product.


Once you have a good understanding of what your customers are looking for, make sure to include that information in your product descriptions. This will help answer their questions and incentivize them to buy your product.


For instance, for physical products, you should always include details like the weight, size, color, and dimensions of your product. Similarly, for digital products, you should include information such as the system requirements, file size, language, etc.


It's also worth mentioning that if you offer a range of products, you should make sure to list the features and benefits of each product or at least highlight the main differences between them. This will help your customers find the product best suited for their needs.


In all cases, you should always mention the price, shipping costs, return/exchange policy, and delivery timeframes for your product.


Including details that users care about is a great way to show them you’re knowledgeable about your product and you’re serious about helping them find the right one. So make sure to do your research and include as much relevant information as possible in your product descriptions.


Takeaway: To get sales, you need to write an effective product description


By now, you should have a solid understanding of what goes into writing an effective product description. But let’s recap, just in case — when it comes down to it, there are three boxes you need to tick to ensure that your product descriptions are effective.   


Firstly, a good product description should capture the reader's attention and make them want to learn more. Better yet, it should compel them to take action and buy the product. Secondly, it should be discoverable through SEO and easily found by potential customers searching for your product. And finally, it should generate more sales by convincing customers to buy your product.


If you can nail those three elements, you're on the right track to writing effective product descriptions that will help you sell more and boost your bottom line. Make sure to keep them in mind the next time you put your fingers on the keyboard to write a product description!

Want to learn more? Check out our articles on:

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