How to Write Product Descriptions?

An image of a sample product description with annotations indicating key elements such as features, benefits, and customer appeal.
An image of a sample product description with annotations indicating key elements such as features, benefits, and customer appeal.

Eskritor 2024-02-12

How to Create Great Product Descriptions?

Online stores often make the mistake of listing product features without focusing on their audience, brand voice, and content marketing strategies.

Here are some product description templates for how to write effective product descriptions which increase SEO (Search Engine Optimization) rankings:

1. Who is the product for?

The target audience includes gender (i.e. male or female), an age group (i.e. college students or retirees), a lifestyle demographic (i.e. new mothers or car enthusiasts), or some other defined group of people.

2. What are the product’s details?

This includes attributes such as dimensions, materials, product features, cost, and functions. Write a bullet list of the details of your product.

3. When should potential buyers use the product?

Is it meant to be used during a particular time of day, seasonally, or for a specific type of occasion? Just as important is pointing out if a product should be used every day or year-round. These details will help speak to the product’s long-term value.

4. Where should target customers use the product?

Is it meant for indoor or outdoor use, for your car , or for your home?

5. Why is this product useful or better than the competition?

This is anything from quality to value to features. Think about the product benefits to your customers and consider how images complement your product copy.

6. How does the product work?

This may not be necessary for every product, but it’s a must-have feature if you are selling anything with moving parts or electronics.

7. Make your product descriptions brief

Use conversational short paragraph descriptions to engage fans and ideal customers, as well as quick bullet points with need-to-know specs to concisely convey the most important information for online shoppers.

8. Give technical details

Provide technical details to your own product while writing product descriptions. This will help your potential customers to understand better the benefits of your product.

9. Use social proof

When your web visitors are unsure about which product to purchase, they look for suggestions about what to buy. They’re often swayed to buy a product with the highest number of positive reviews and testimonials.

writing product descriptions for online shopping

Where to Use Product Descriptions?

E-commerce websites

If you are selling your product online, the product description is typically one of the main pieces of content on your e-commerce website. Make sure to include detailed descriptions of the product, along with high-quality images and pricing information.

Social media

Social media platforms like Instagram and Facebook are great places to promote your products and showcase their features. Use product descriptions to provide additional information about the product, and encourage customers to click through to your website to learn more.

Print advertising

If you are using print advertising to promote your product, use product descriptions to provide additional information about the product and its benefits.

Product listings on marketplaces

If you are selling your product on marketplaces like Amazon or Etsy, product descriptions are a critical component of your listing. Make sure to include detailed descriptions of the product, along with high-quality images and pricing information.

How to Make Your Product Descriptions Scannable?

Making your product description scannable helps potential customers quickly find the information they need and make a purchase decision. Here are some tips for making your product description more scannable:

  • Use clear and concise headings: Use headings and subheadings to break up the text and make it easier to scan. Use clear and concise headings that accurately describe the content that follows.
  • Use bullet points and lists: Use bullet points and lists to highlight the key features and benefits of the product. This makes it easy for the reader to quickly scan the content and pick out the most important information.
  • Use short paragraphs: Use short paragraphs of 2-3 sentences to make the content more readable and less intimidating. Long paragraphs are mostly overwhelming and discourage readers from engaging with the content.
  • Highlight important information: Use bold or italicized text to highlight important information, such as pricing, discounts, or shipping information. This helps the reader quickly find the information they need.
  • Use white space: Use plenty of white space around the text to make the content more visually appealing and easier to read. This also helps to break up the text and make it more scannable.
  • Use images and videos: Use high-quality images and videos to complement the text and provide a visual representation of the product. This makes the content more engaging and increases the chances of the reader making a purchase.

Arranging your e-commerce site is as important as your product details because your audience will first encounter your landing page and then choose the product they want to buy.

  • Start with a clear and eye-catching product image: The first thing customers will see on your product page is the product image, so it’s important to make sure it is high-quality, clear, and visually appealing.
  • Include a product title and description: Provide a clear and concise product title and description that highlights the key features and benefits of your product. Make sure to focus on the unique value proposition of your product and how it meets the needs of your target audience.
  • Add product reviews and ratings: Include customer reviews and ratings to provide social proof and increase trust in your product. Make sure to feature both positive and negative reviews to provide a balanced perspective.
  • Display pricing and shipping information: Display clear pricing information and shipping options to reduce confusion and increase transparency. Also, offer discounts or promotional offers to encourage customers to make a purchase.
  • Include a call-to-action button: Include a clear and prominent call-to-action (CTA) button that encourages customers to take action, such as “Add to Cart” or “Buy Now”. Make sure the CTA stands out from other elements on the page and is easy to find.
  • Provide additional information: Provide product details about your product, such as product specifications, sizing information, or care instructions. This helps customers make an informed decision about whether the product is right for them.
  • Use high-quality images and videos: Use high-quality images and videos to showcase your product from different angles and provide a better understanding of its features and benefits. It is also possible to use videos to demonstrate how to use the product or show it in action.

Business owners should first determine their target audience so that they choose the power words to promote their products according to their audience’s needs and wants. That’s why writing the best product descriptions requires knowing well your buyer persona.

  • Define your product or service: Start by defining your product or service and identifying its key features and benefits. This will help you understand the value proposition of your product or service and who it is most likely to appeal to.
  • Analyze your current customer base: Analyze your current customer base to identify common demographics, behaviors, and characteristics. Look at factors such as age, gender, income, education, location, and interests to identify patterns and trends.
  • Conduct market research: Conduct market research to identify potential customers who may be interested in your product or service. This includes surveys, focus groups, and online research to gather data about your target market.
  • Create customer personas: Create customer personas to help you visualize your ideal customer. Customer personas are fictional representations of your target audience, including demographic information, interests, behaviors, and goals.
  • Analyze your competitors: Analyze your competitors to understand their target audience and how they are marketing their products or services. This helps you identify gaps in the market and opportunities to differentiate your product or service.
  • Refine your target audience: Refine your target audience based on your research and analysis. Use the information you have gathered to create a clear and specific description of your target audience, including their demographic information, interests, behaviors, and goals.
  • Test and refine: Test your marketing campaigns and messaging with your target audience, and use the data you gather to refine your strategy over time. This will help you to continually optimize your approach and ensure that you are effectively reaching and engaging your target audience.

Copywriting in e-commerce refers to the art of creating persuasive and compelling written content that is used to market and sell products online. Copywriting is an essential component of e-commerce because it helps businesses to communicate the benefits and unique selling propositions of their products to potential customers in a way that encourages them to make a purchase.

In e-commerce, copywriting takes many forms, including product descriptions, landing pages, sales pages, email campaigns, and social media posts. The goal of copywriting is to engage the reader and create an emotional connection with the product, highlighting its features, benefits, and value proposition.

Effective e-commerce copywriting requires a deep understanding of the target audience and the product being sold. The copywriter needs to know what motivates the target audience, what their pain points are, and how the product solves their problems or meets their needs. The copywriter also needs to be skilled in using persuasive language, storytelling techniques, and calls to action to drive conversions and sales.

Copywriting in e-commerce is a critical element in creating a successful online business. Compelling product descriptions, engaging landing pages, and well-conducted email campaigns significantly increase sales, improve customer retention, and enhance brand awareness.

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