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Small business owners might not beÌýable toÌýafford copywriters toÌýcreate product descriptions, but itÌýalso means you shouldn’t settle forÌýbland copy forÌýyour store. You can write them yourself, even ifÌýyou primarily communicate with emojis.

Let’s find out what makes aÌýgreat copy, why you need toÌýspeak your customer’s language, andÌýmost importantly, how doÌýyou write aÌýproduct description forÌýgrowing sales?

Why IsÌýaÌýProduct Description Important?

First off, what isÌýaÌýproduct description example? Here’s how itÌýusually looks:

AÌýproduct description isÌýcopy onÌýaÌýproduct page that explains why someone should buy this product. ItÌýdescribes anÌýitem andÌýprovides customers with all theÌýnecessary information.

When shopping online, people can’t hold orÌýtest aÌýproduct. Their decision toÌýmake aÌýpurchase inÌýmany ways depends onÌýproduct page content. However, it’s not enough toÌýupload aÌýphoto ofÌýtheÌýproduct, state its name andÌýprice, andÌýsay aÌýfew descriptive words. When you have similar items being sold inÌýtwo different shops, it’s theÌýone with aÌýwell-written product description that will convert readers into customers.

AÌýweak product description will scare away even impulse buyers, not toÌýmention picky shoppers. But ifÌýyou know how toÌýdescribe your product, you increase theÌýchance ofÌýattracting your target customers that will fall inÌýlove with your store.

What IsÌýaÌýGood Product Description?

You’re ready toÌýblow away shoppers with irresistible copy, but what doÌýyou write inÌýaÌýproduct description toÌýdoÌýthat? Think about what effect you want itÌýtoÌýhave onÌýyour store visitors.

What isÌýanÌýeffective description? ItÌýisÌýtheÌýone that:

• clearly states what theÌýproduct does orÌýhow itÌýisÌýused
• highlights benefits ofÌýyour product
• provides all information that isÌýnecessary toÌýdecide onÌýaÌýpurchase, like weight, size, care, materials, etc.
• speaks theÌýsame language asÌýyour target audience
• uses social proof andÌýdifferent types ofÌýcontent toÌýstrengthen your point.

How DoÌýYou Write aÌýProduct Description?

Now that you understand theÌýimportance ofÌýproduct copy, weÌýcan finally answer one ofÌýtheÌýmost common questions among online sellersÌý— how doÌýyou write aÌýcatchy product description? NoÌýmatter what your skill level is, our tips will help you connect with shoppers.

Depending onÌýhow many items you sell online, writing product descriptions could beÌýaÌýtime-consuming process. But theÌýeffort andÌýinvestment will all beÌýworth itÌýwhen you see sales coming in.

Start with theÌýbasics

Regardless ofÌýhow great your customer service is, most shoppers will not bother contacting aÌýshop when they have aÌýquestion about aÌýproduct. So, think ahead andÌýinclude all theÌýbasic details that buyers might look for.

For example, ifÌýyou sell apparel, how doÌýyou write aÌýclothing product description? Start with theÌýbasics that you can find onÌýtheÌýtags:

• Clothing type (t-shirt, skirt, dress)
• Style (V-neck, skater, maxi)
• Sizing (include aÌýchart ifÌýpossible)
• Fabric (90% cotton, 10% polyester)
• Wash care instructions (if necessary)

IfÌýyou run anÌýºÚÁÏÃÅ store, you can specify forÌýdifferent product types. This way you can segment products andÌýstandardize their description. For example, ifÌýyou sell clothes, you can have aÌýproduct type “Apparel” with attributes like brand, material, orÌýseason.

Mention technical product specifications only when necessary, such asÌýforÌýgadgets orÌýappliances. Otherwise, all that information might overwhelm shoppers. Additionally, use generally accepted terms orÌýjargon that your consumers would recognize. “Batteries not included” isÌýsimple andÌýmore understandable than “Portable electricity source not supplied with theÌýproduct.”

Describe product benefits

You asÌýaÌýseller know theÌýins andÌýouts ofÌýyour product. And toÌýyou it’s obvious how every feature can improve theÌýlives ofÌýyour customers andÌýwhy itÌýmakes your product theÌýbest onÌýtheÌýmarket.

AsÌýforÌýshoppers, they see your store forÌýtheÌýfirst time andÌýoften all they want toÌýknow isÌýwhat’s inÌýitÌýforÌýthem. They don’t have time toÌýdecipher specs you listed inÌýaÌýproduct description. That’s why it’s important toÌýexplain theÌýbenefits ofÌýyour item.

Compare these sentences. Which are more comprehensible from aÌýcustomer’s point ofÌýview?

Think which features ofÌýyour product make itÌýattractive toÌýyour target audience andÌýthen describe theÌýadvantage ofÌýeach feature. What problems does your product solve? How can itÌýchange customers’ routine? How will itÌýhelp them?

Keep inÌýmind your target audience when explaining product benefits. What influences your customers’ decision toÌýmake aÌýpurchase? For example, ifÌýyou sell boots forÌýtravellers, itÌýmakes more sense toÌýemphasize theÌýfit andÌýcomfort ofÌýyour product rather than its appearance.

BeÌýsmart with keywords

You want your copy toÌýbeÌýappealing not only toÌýcustomers but toÌýsearch engines too. So, how doÌýyou write SEO friendly product descriptions?

AnÌýimportant SEO rule when you build anÌýonline store isÌýtoÌýuse long tail keywords inÌýitem descriptions. Instead ofÌýwriting “RC toy car,” theÌýphrase “RC red toy Mini Cooper” will get hits from more serious buyers. They are theÌýones who are inÌýtheÌýlatter stages ofÌýtheir search andÌýalready know theÌýspecific product they are looking forÌýinÌýtheÌýmarket. This isÌýalso great ifÌýyou have aÌýniche shop.

However, goÌýeasy when sprinkling your text with tons ofÌýkeywords. Make sure that they flow well with theÌýrest ofÌýtheÌýcopy. Don’t force theÌýkeywords too much soÌýthat theÌýwriting sounds stilted.

Don’t forget about aÌýpage title andÌýaÌýmeta description, snippets ofÌýtext that describe aÌýpage’s content:

They help toÌýtell search engines what aÌýweb page isÌýabout. Make sure your meta descriptions contain theÌýsame keywords asÌýyour product descriptions.

ºÚÁÏÃÅ generates page title andÌýmeta description automatically, based onÌýtheÌýproduct names andÌýdescriptions you’ve entered. But you can also doÌýthat toÌýmake sure they contain accurate information andÌýrelevant keywords.

Show aÌýbit ofÌýpersonality

When you sell online, it’s easy toÌýcome across asÌýcold andÌýimpersonal. After all, aÌýcustomer isÌýinteracting with aÌýcomputer instead ofÌýreal human beings.

Remind consumers that there’s aÌýperson onÌýtheÌýother side ofÌýtheÌýscreen byÌýdropping aÌýfew hints ofÌýpersonality here andÌýthere. Talk about theÌýexpert care you put inÌýcreating theÌýproduct, your inspiration forÌýyour brand, orÌýwhat you did toÌýmake your buyer happy.

When itÌýmakes sense forÌýyour brand, use first-person pronouns (we, our, us), which isÌýmore engaging than taking onÌýaÌýneutral voice.

This isÌýaÌýgood strategy forÌýFacebook e-commerce sites that customers have easier access to. They would respond better ifÌýyou are open andÌýfriendly.

Tell aÌýstory about your product

It’s easy toÌýjust say that theÌýpair ofÌýshoes you are selling isÌý“nice” andÌýofÌý“good quality.” That’s not entirely convincing toÌýtheÌýshopper. You’d have toÌýprove theÌýquality that you are writing about. So, mention its Áª³ó²¹²Ô»å-²õ³Ù¾±³Ù³¦³ó±ð»å genuine Italian leather” andÌý“18K gold-plated ²ú³Ü³¦°ì±ô±ð.´Ï

Furthermore, write beautiful copy that appeals toÌýtheÌýsenses. This isÌýespecially important inÌýe-commerce when buyers base their shopping cart decisions solely onÌýtheÌýelements found inÌýyour virtual store, andÌýnot onÌýwhat they can actually see orÌýhold.

Effective copywriting isÌýabout telling aÌýstory. That’s theÌýsecret ofÌýadvertising. Try thinking ofÌýaÌýTVÌýcommercial forÌýaÌýcereal brand. It’s never just about theÌýcereal. You’re also introduced toÌýaÌýloving parent getting their children ready forÌýschool inÌýtheÌýmorning. What’s your product’s story? ItÌýdoesn’t have toÌýbeÌýaÌýliterary masterpiece, but itÌýshould have aÌýhuman touch. The consumer isn’t buying good Italian leather shoes. Rather, they’ll purchase itÌýforÌýtheÌýappealing heritage, lifestyle orÌýmemory itÌýrepresents.

ToÌýtell aÌýstory about your product, answer these questions:

• What inspired making theÌýproduct?
• Who created this product? Was itÌýaÌýsuccess theÌýfirst time?
• How did you test it? How did your product change since theÌýprototype stage?

Share customers’ stories tooÌý— chances are, they’ve found anÌýuncommon orÌýinnovative way toÌýuse your product!

Speak theÌýsame language asÌýyour audience

Imagine your ideal buyer. How doÌýthey talk? Try toÌýmimic that voice, otherwise, theÌýcustomer might not listen. Take onÌýaÌýstyle orÌýtone that’s relatable toÌýthem.

IfÌýyou sell quirky novelty items, then inject humor andÌýfun into your descriptions.

Unironically talking about aÌýgag gift asÌýifÌýitÌýwere aÌýpriceless piece ofÌýart might make customers suspicious. Likewise, expensive luxury jewelry should beÌýdescribed with anÌýair ofÌýelegance andÌýgrace ifÌýyou want shoppers toÌýtake your store seriously.

Also, remember toÌýstate details that would beÌýimportant toÌýyour consumer. When you know that theÌýmajority ofÌýyour customer base isÌývegans, then don’t withhold theÌýinformation that you use cruelty-free vegan materials forÌýyour products. Include features andÌýbenefits that address your buyer’s unique concerns.

Address your customers’ pain points

How doÌýyou use aÌýdescription? Mainly toÌýshow customers why they need toÌýbuy your product andÌýnot aÌýcompetitors item. That’s why your product description should anticipate customers’ needs andÌýproblems. ToÌýensure that, keep inÌýmind who your customers are andÌýwhat they want from your product.

For example, ifÌýyou sell eyeshadows, you may target professional makeup artists orÌýamateurs. Artists would beÌýinterested inÌýproducts suitable forÌýcomplex andÌýcreative makeups. You can tell them that your products are long-lasting, waterproof, andÌýhave aÌýhuge variety ofÌýcolors.

AsÌýforÌýamateurs, they want something that’s affordable andÌýnot too tricky toÌýuse. Explain that your products blend easily, have convenient packaging, andÌýprovide aÌýnice substitute forÌýexpensive professional makeup.

You can ask your loyal customers why they choose your store over competitors. It’ll help you toÌýhighlight theÌýmost common pain points andÌýfocus onÌýthem inÌýyour product descriptions.

Avoid cliches andÌýempty phrases

How doÌýyou write anÌýattractive product description? Get rid ofÌýwords like “excellent”, “high quality”, Áª³¦³Ü³Ù³Ù¾±²Ô²µ-±ð»å²µ±ð´Ï, “the best onÌýtheÌýmarket”. Yes, your product might beÌýall those things. However, such words appear too often andÌýlose their value toÌýaÌýcustomer.

ToÌýget rid ofÌýoverused phrases, try toÌýbeÌýmore specific. Ask yourself, what doÌýyou mean byÌýsaying “high quality product”? Does itÌýhave aÌýlonger warranty period compared toÌýyour competitors? ToÌýaÌýcustomer, “lifetime warranty” sounds more compelling than “high quality.”

For example, instead ofÌýsaying: “We offer advanced products”, you can say: “Our products comply with theÌýlatest EUÌýsafety regulations.”

IfÌýyou use superlatives like “the most popular” orÌý“the best”, you need toÌýprovide aÌýproof forÌýthat. For instance, “Our online course has aÌýfive-star rating onÌýTrustpilot” (don’t forget toÌýadd aÌýlink). Otherwise, it’s better toÌýavoid superlatives andÌýfocus onÌýbenefits.

Add reviews toÌýillustrate product benefits

Social proof isÌýaÌývaluable asset forÌýproduct descriptions, asÌýitÌýcan prove that you’re not theÌýonly person who finds this item worth spending money on.

Use customer reviews toÌýappeal toÌýyour target audience. IfÌýpossible, add reviews that mention common pain points andÌýstate how your product helped toÌýsolve them. For example: “This stain remover took out old grass andÌýblackberry stains! I’m definitely going toÌýbuy more.”

IfÌýyou run anÌýºÚÁÏÃÅ store, you can inÌýyour store inÌýaÌýcouple ofÌýclicks.

Or, you can also use apps like HelpfulCrowd toÌýdisplay customer reviews andÌýratings onÌýtheÌýproduct pages. Shoppers will beÌýable toÌýadd their own reviews too.

Use different types ofÌýcontent

Text isn’t theÌýonly type ofÌýcontent that helps describe aÌýproduct. Use tables, icons, graphics, orÌývideos toÌýshowcase your product andÌýmake itÌýeasier forÌýaÌýcustomer toÌýnavigate andÌýconsume your content.

For example, instead ofÌýwriting “You can pay with PayPal forÌýthis product”, you can use aÌýPayPal logo. Or, ifÌýyou received anyÌýawards forÌýyour product, add theÌýawards badges toÌýyour product description.

Think ofÌýtheÌývalue you add byÌýincluding aÌýproduct video. , 85% ofÌýshoppers between theÌýages ofÌý18-34Ìýpurchased aÌýproduct orÌýservice after viewing aÌývideo. This type ofÌýcontent helps toÌýaddress customer’s doubts andÌýquestions: why isÌýthis product great? How does itÌýdiffer from others? How doÌýIÌýuse it?

You can use videos toÌýshow your product inÌýuse, highlight its advantages over competitors, share customer testimonials, orÌýtell more about your brand.

Check out ºÚÁÏÃÅ Help Center toÌýlearn how toÌý.

Don’t beÌýafraid toÌýshow emotion

Content that brings out emotions grabs our attention even ifÌýwe’re not that interested inÌýitÌýinÌýtheÌýfirst place. ItÌýapplies toÌýanyÌýtype ofÌýcontent, beÌýitÌýaÌýmovie trailer orÌýaÌýproduct description, andÌýthat can beÌýyour secret weapon.

There are several ways toÌýadd anÌýemotional component toÌýyour copy. For example, you can tell aÌýjoke orÌýanÌýunexpected fact, trigger happy memories, orÌýassociate your product with something pleasant. Ask yourself:

• What can make your customers laugh? Keep inÌýmind there’s aÌýdifference between silly, witty, andÌýironic humour.
• What experiences might your audience share? How can you remind them ofÌýthese experiences?
• What doÌýyour customers care about? How can you address those things inÌýyour copy?

Say, you sell video editing courses andÌýyour target audience isÌýmillennials. After you list theÌýcourse’s benefits, you can write something like: “With this course, you’ll beÌýable toÌýcreate aÌývideo just asÌýeasily asÌýyour teenage nephew makes those TikToks”.

Create forÌýtheÌýmobile user

Take all theÌýtips above andÌýtailor them into aÌýmobile e-commerce user. People will usually not bother reading lengthy descriptions, especially ifÌýthey’re viewing your site from aÌýsmartphone orÌýtablet.

Your message can easily beÌýmissed when aÌýbuyer scrolls through huge blocks ofÌýtext. AÌývivid andÌýengaging 300-word copy can beÌýwhittled down toÌý75Ìýwords without losing theÌýintended effect.

IfÌýyou prefer toÌýwrite longer detailed product descriptions, make sure you format them forÌýeasier reading.

Use formatting forÌýeasier understanding

IfÌýyou run anÌýºÚÁÏÃÅ store, you can easily customize formatting ofÌýproduct descriptions. This also gives your page anÌýoverall professional look.

Change theÌýfont types, colors andÌýsizes toÌýmake your product description easier toÌýread andÌýscan. Emphasize headings andÌýhighlight information that you don’t want customers toÌýmiss. Add breaks between lines toÌýavoid aÌýcluttered layout. Bullet points are aÌýgreat way toÌýorganize information, but use them sparingly. Thirty bullet points with long, complete sentences isÌýessentially aÌýparagraph.

Review andÌýedit your copy

Proofread what you have written before publishing itÌýforÌýtheÌýworld toÌýsee. Think ofÌýevery typo andÌýerror asÌýaÌýlost customer. Show theÌýhigh level ofÌýattention toÌýdetail that your business values.

It’s always best toÌýget someone else toÌýtake aÌýlook atÌýyour work, especially ifÌýyou’re not very confident with your editing skills. Even theÌýbest ofÌýusÌýmight fail toÌýcatch aÌýmisspelled word orÌýtwo.

Let’s Review: How toÌýWrite Product Descriptions That Sell

So, how doÌýyou write aÌýgood description? Let’s recap forÌýbetter understanding:

1. Include all theÌýbasic details customers might look for. Avoid technical jargon where possible.
2. Explain your product benefits rather than list features.
3. Make sure your product description isÌýSEO friendly.
4. Show your personality orÌýuse storytelling toÌýconnect with customers.
5. Adapt your tone andÌýlanguage toÌýyour target audience.
6. Address customer’s pain points andÌýexplain how your product solves theÌýproblem.
7. Avoid overused expressions that clutter theÌýcopy.
8. Include customer reviews toÌýaÌýproduct description.
9. Use mixed media like graphics, icons, andÌývideo toÌýillustrate your product benefits andÌýits use.
10. IfÌýpossible, add aÌýbit ofÌýhumor orÌýemotional element toÌýyour copy.
11. Format your product descriptions.
12. Make sure product descriptions look great onÌýmobile devices.
13. Review andÌýedit your product descriptions.

Now that you’re ready… Just start writing. WeÌýunderstand that this might beÌýeasier said than done forÌýmost people. SoÌýjust keep inÌýmind that your goal isÌýtoÌýjust share what you know about theÌýproduct, andÌýthere’s noÌýother person who can doÌýthat better than you.

Ìý

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