Suppose you're searching for a lightweight, supportive, durable, and pair of running shoes. You visit various online stores, checking out various shoes that catch your eye.
But how do you decide which shoe is right for you? The secret is in the product description.
In the digital world, your product description is more than just words. It's your main sales pitch, a chance to connect with, educate, and persuade potential buyers.
In fact, a small but powerful section on the product page provides information about materials, cushioning, fit, and technology. It tells you if shoes will keep up with your pace and last for countless miles.
Good descriptions also capture people's attention, showcase your product's best features, and help your brand get noticed. It's not enough to list specs in these descriptions; you should also tell a story that connects with your audience. Below, we include key tips and tricks for how to write a product description for online stores that sell and provide templates to highlight-
Please read on!
There are variations in the number of words and product description writing styles to suit the voice of the brand and the website on which they appear. They can be in a sentence, a short paragraph, or bullet points.
It would also normally appear next to product names and images in e-commerce websites, such that reading becomes easier.
A product description explains what a product is and why it should be purchased. It talks about the product's best features, how it differs from similar ones on the market, and why people should buy it.
Generally, good product descriptions are essential for turning curious users into happy buyers. They inform and attract your audience by highlighting the product's unique features and benefits.
Below is an overview of 8 essential tips for writing brand product descriptions that online sell:
A successful connection begins with knowing your customer's needs and preferences.
First of all, decide who your ideal customer is. This step involves understanding their demographics, interests, and buying behavior.
For example, suppose you are selling a high-end blender. In that case, your target market could include health-conscious customers who desire efficiency and durability.
Next, think about what your ideal customers are looking for.
Do they focus on specific features, like ease of use or multifunctionality?
Which is more important to them, sustainability or price?
All of these aspects noted will help you draft the business product description so that it reflects really well with what matters most to the target audience.
For instance, target active professionals who need quick and healthy meals. Describe the blender's extremely strong motor and flexible settings, so that customers would quickly prepare their meals.
Add your brand tone and voice: This, to a larger extent, will resonate with your audience. If your brand is known for its casual and friendly tone, maintain the same in your brand product description.
Write as if you're talking directly to your perfect customer as if you were advising them about the product in a store. This personal touch how to write a product description that speaks to your audience:
Analyze what exact group will receive the most benefit from the product. Define characteristics like age, lifestyle, or particular needs.
Describe the ideal environment for use: whether indoors, outdoors, at home, or on the go.
Briefly describe the project details.
Enumerate some of the critical characteristics—dimension, materials used, or features. It will already give a very clear idea about what the product is.
Outline special benefits and advantages which make your product better than others available in the market. These may include unique qualities, value for money, or any special characteristics that draw attention.
State if the product is more suitable for specific times of the day, season, or occasions. This helps customers perceive the practical application.
Do not forget to include any specific care and usage instructions. Example: "For best results, use only recommended accessories and clean the product immediately after use to prevent staining.
Describe how the product works, especially if there are complicated mechanisms or technology involved. Assist the customer in understanding how it easily functions.
Specify what problem or challenge the product solves. For example, " It eliminates the need for multiple appliances by combining blending, chopping, and mixing functions.
Add in social proofing with insights from customer feedback. Example: "Customers like it because of its durability and ease of use. In fact, based on 500+ reviews, their average rating is 4.8 stars."
Usually, casual language helps customers quickly grasp what the product is and does. It avoids confusion and makes the description accessible to everyone, regardless of their background.
Also, conversational language makes your brand feel emotionally engaging and relatable. It helps customers feel like they're having a friendly chat rather than reading a formal sales pitch.
By using a casual tone, you can incorporate more engaging stories or scenarios to highlight the product's benefits.
A Quick Chart About Casual Language Tips
Tip | Description | Example |
|---|---|---|
| Make Your Words Simple | Use everyday language instead of complex terms. | “Our blender is easy to use. Just pop in your ingredients and blend.” |
| Directly Address the Readers | Use “you” and “your” to speak directly to the reader, making the description more personal. | “You’ll love how this coffee maker makes your mornings smoother.” |
| Language Should Be Informal | Write like you’re chatting with a friend. Avoid jargon and formalities. | “Perfect for lazy Sunday mornings when you just want a cozy breakfast.” |
| Make Use of Contractions | Use contractions like “don’t” instead of “do not” to make the writing sound more natural. | “You don’t need to worry about spills with this design.” |
| Don't Make Sentences Too Long | Keep sentences brief and to the point to make reading easier and maintain the reader’s attention. | “Our jacket keeps you warm. It’s lightweight and water-resistant.” |
Example of Casual Product Description:
Title: "Cozy Throw Blanket – Perfect for Chilly Nights"
Description: "Snuggle up with our super-soft throw blanket. It's perfect for those chilly evenings when all you want to do is curl up on the couch. Made from plush, high-quality fabric, this blanket feels like a warm hug. Plus, it's easy to clean and comes in a range of colors to match your style."
While writing the business product description, try to emphasize the benefits of the product rather than its features. Although it is often good to itemize all of the technicalities, the bottom line is how these things will improve the sitinguished’s life.
Example: instead of just writing 1500 watts suction power of a vacuum cleaner, put this into perspective.
For instance, through the use of high suction power, every single tiny particle of dust, as well as pet hair, will be removed in an effort free cleaning. This helps the customers to grasp the concept of practicality of the product.
The use of a image of the product in action should also be made. Describe situations that will show the customers how the product will enhance their lives.
Suppose you need to describe a sumptuous throw blanket that invites you to wrap around yourself quote-“Cuddle up in the softest of blankets whilst catching a good movie on a cold day, or snatching up an engaging novel on a cold day.” Not only does this sell the brand product but it also strikes the psychological and emotional needs of the buyer.
Emphasizing advantages lets prospective customers appreciate the product better and understand how it can enhance their lives. This technique also makes the product description more authentic and appealing, making the customer more likely to buy it.
A clear and concise description of a brand product is the key to writing an effective one. Large paragraphs can be confusing for most business products, especially those not in the high-end price range.
Instead, breaking down the information into bullet points can significantly increase readability and help customers understand the essential details quickly. However, bullet points are a fantastic technique because they:
Highlight key features: Use bullet points to showcase the most important aspects of your product, e.g., “24/7 heart rate monitoring.”
Showcase benefits: Pair each feature with its benefit, e.g., “Water-resistant up to 50 meters—ideal for swimming.”
Easily scannable: Bullet points make it easier for customers to find key information quickly.
Create a more engaging presentation: Break up text to make descriptions more engaging and less overwhelming.
Focus on user experience: Address what’s important to customers, e.g., “Non-slip sole for baby safety.”
Promote emotional reaction: Highlight how the product improves life, e.g., “Motivates you to reach fitness goals.”
Provide quick access: Cover critical info like pricing and dimensions for quick decision-making.
By telling the story behind your product, you can turn an ordinary item into an exciting story that people will want to read. It is easier to connect with your audience when you show the journey from idea to customer. Here's how to tell a good story about a product:
Tell us about the idea that inspired you to create your goods. For example, if you sell organic skin care products, explain how sensitive skin motivates you to develop gentle, natural recipes. As a result, potential buyers who care about the same things will trust the product more.
Show how the product lives up to your brand's purpose and values. Be sure to mention that the product is made from eco-friendly materials and supports fair trade. An eco-friendly clothing line might include clothes made of recycled materials.
Talk about the problems you ran into while making the product and how you solved them. For example, if your product is a high-tech gadget, you could describe how hard it was to improve it and how your team's determination paid off. Because of this story, people think the product is more important.
Describe how customers have found the product helpful or tell real-life stories. Say you sell fitness trackers. Include stories from people who have achieved their health goals using your product. These good experiences make the product more valuable and successful.
When you add these things to your product description, it becomes a story instead of just a list of features. By telling a story, you will not only interest people but also highlight the emotional and practical value of your product.
Let’s face it, most of the purchases people makes online depend on well-taken images.
According to Baymard's research, as much as 56% of users engage with product images as soon as they arrive at the product details page. It has been proven that clear and explicit images can improve the percentage of conversion rates by about 30%. A product image should include these aspects:
Sharpness and Clarity: Use background change and retouching images to enhance visibility of the business products on the website.
Multiple Angles: Exhibit the business products from different angles that will enhance their image.
Zoom Functionality: Gives the possibility of seeing objects in detail.
Color & Style Variations: Place photographs of all the colors or style variants that are available.
Lifestyle Shots: Show the product when being used or a related image.
Consistency: Follow the specific format for all images of business products.
So, If you have got to be seeing any percentage improvement in how your images are, try some professional photo editing services. The assurances make customers feel at ease since they are not purchasing any cheap items and high-quality images equal a higher sale rate.
When copywriting product descriptions, be careful with formatting and readability. You must balance providing enough information and keeping them easy to read. Ensure your content is easy to understand and provides all the information potential buyers need.
Also, it is essential to use both short lines and bullet points to do this. You can introduce the product and talk about its main benefits in a brief paragraph.
For faster scanning, you can break down key features into bullet points. With this style, readers can easily find the data they need without being overloaded.
Using bold text to draw attention to essential features can also make something easier to read. When the product's unique features, materials, or main selling points are highlighted in bold, readers will notice them. This works especially well for people who shop online and skim details instead of reading them.
Using this method, people will stay on the page longer, understand how valuable the product is, and then purchase it.
Tracking and analysing key performance indicators (KPIs). These metrics give you helpful information about-
In fact, writing interesting product descriptions is only the beginning. You also need to ensure they are effective at increasing sales and improving the customer experience. Let’s look at this table:
KPI | Description |
|---|---|
| Conversion Rate | Percentage of visitors who make a purchase. High rate indicates compelling descriptions. |
| Return Rate | Frequency of product returns. High rate may indicate the description isn’t accurate. |
| Bounce Rate | Percentage of visitors who leave the page without interacting. High rate might mean the description isn’t engaging enough. |
| Click-Through Rate (CTR) | Frequency of clicks on product links and images from search results or ads. Higher CTR indicates effective descriptions. |
| Cart Abandonment Rate | Percentage of shoppers who add items to their cart but don’t complete the purchase. High rate may suggest issues with the description or checkout. |
| Support Inquiries | Number of questions about the product. High inquiries may suggest that descriptions are not included. |
| Search Engine Rankings | How well your product pages rank in search engines. Good rankings indicate optimized images and descriptions. |
| Customer Feedback | Reviews and ratings reflecting how well descriptions meet expectations. |
| Sales Performance | Comparison of sales data before and after description changes. Improved sales indicate successful updates. |
| Time on Page | Duration visitors spend on the product page. Longer time suggests engaging and informative descriptions. |
| Engagement Metrics | User interactions like shares, comments, or social media mentions. High engagement indicates appealing description and image. |
When you are selling your goods, a well-organized product template is necessary for effective sales. Using a creative template allows for consistent presentation of product listings to all.
We said, however, that each product page template can be modified to accommodate the unique selling points of the product. A simple step-by-step process to creating a fantastic product template:
Let us start by determining the details of the target audience. Consider factors like ethnicity, age, gender, and even hobbies that can dictate how appealing your product may be to them. For instance, if you are marketing a luxury yoga mat, your target market may be people who are conscious about their health and practice yoga quite frequently. Adjust your product template according to this understanding, which can be in form of their needs, pain or desires. This ensures that the potential market finds the product useful and is therefore more likely to purchase the product.
The first product title is the best opportunity to grasp the attention. Ensure you are crisp yet catchy and informative to the potential client in one look at the product as to what are its benefits to them. For example, ‘Eco Friendly Yoga Mat – Non-slip Extra Thick for Comfort & Support’ reveals almost everything without needing to go further especially the important advantages. Employ provoking lexicon and induce the fear of missing out in order to sustain interest. Failing to forget to insert in keywords are beneficial as this helps to boost the product’s exposure since it addresses issues most clients will be searching for.
Collect every information that you can about the product, including physical characteristics (dimensions, weight, material) and functional ones (the particular use, cleaning). If, for example, you are writing about a blender, tell about its capacity, number of speeds, materials of the blades, etc. Sort this material out coherently in the template of the product so that no key point would be left out. Nuances that should be captured include and not limited to how a product template should look like which information from the product template is critical even for the potential customer to make a decision and not just to buy the product.
Visuals are critical in product templates and step 4 is about adding Image/s to the product page. Include multiple images taken from different angles and good resolutions to enhance customer understanding and give them a fair view of the product. Purchasing a product with a zoom capability allows the user or buyer to see much detail and therefore increases the confidence of the product. As, for example, that is very important, when a shopper needs to decide between several fabrics, they might pay extra attention to zoomed images with fabric patterns, in which different tints and textures are demonstrated.
It is important that the cost of the product is stated clearly, especially in promotions where a price is crossed and a lower one is presented. Trust is constructed through transparency with customers with smart pricing while discounts act as a call to action. In addition, consider showing the original price and the selling price to show the benefit of the discount. “Was $59.99, Now $49.99 – Save 20%!” Some steps, such as this, can increase the likelihood of the purchase being realized.
The ease at which the customer can go through your product template is very important. Make sure that the letters and the font that you choose are easy to read and that there is enough color contrast between the letters and the pictures. Colors should be in harmony with the image and aims at promoting reading. Do not use designs that are too complicated with a lot of styling that will end up misleading the reader. The order is maintained and the information is clearly presented enhancing the quality of the product.
Reviews and testimonials are an important area as far as your product is concerned. In any template, ensure that you also have a section where you summarize positive comments from the customers. For instance, “More than 500 customers have rated this product at over 4.8 out of 5” can boost the confidence of potential buyers of the product. Use Bullets to highlight the basic benefits explaining why they needed the bowl, so that one can understand their advantages instantaneously. This type of combination of reviews and features highlighted will improve conversion rates considerably.
The product template shall incorporate an add to cart button and custom icons that shall be purposefully designed with regard to the important role they play in compelling action by the user. These buttons should be centered, conspicuous, easy to look for and consistent with all aspects of the template. Think of color emotions: colors such as green or orange work well for Action buttons, but bright contrast is always a persuader usually colored buttons cause warmer feelings to the Ad’s target.
To enhance the level of usability of the product template, the implementing of a clear and simple UX design is of great importance in routing the users thus increasing their satisfaction as well as conversion.
By optimizing images and reducing HTTP requests, you can provide fast content by using the simplest and logical head menu structure that will catch their attention. Ensure that this layout is responsive on mobile devices to accommodate various screen sizes and the use of activities are touch based.
The UX should provoke the visitors to click the call to action button like add to the cart. Here comes the order process after clicking the CTA button. In this case, the order process should be easy and sequential. You have to bear in mind that any irrelevant sequence in the order process can be the reason for losing the aim of user experience. A well aesthetic design and perfect sequence can create a positive effect on the visitors that helps to improve the UX.
Product descriptions are essential in online retail because they provide shoppers with the necessary information and reasons to buy.
Product descriptions with thought and detail show that you care about customer satisfaction. Once they feel they have enough information, that's when they're more inclined to trust your brand and come back to make purchases in the future.
Size, color, material, and functionality details are included in product descriptions, giving customers all the information they need before creating customer trust. It reduces uncertainty and helps them feel more comfortable with their buy.
Product descriptions are significantly improving return customers, which have been a very expensive problem for online retailers. Industry data shows that about 30% of online purchases are returned, compared to less than 9% for purchases at brick-and-mortar stores. Good descriptions and images accurate in their content reduce returns and dissatisfaction.
Creating a unique product description is important to increase organic traffic by search engines. Using manufacturer-supplied descriptions without personalization can hurt your ranking because search engines penalize duplicate content. If you invest in writing original descriptions, you'll get more organic traffic and visibility.
A good description may also reduce the number of customer service inquiries and common questions. It is quite evident that clear details of how to use the product, its compatibility, or warranty information would improve customers' confidence in the purchase.
In sales persuasion, brand product descriptions guide customers from mere interest to purchase. They emphasize how the product meets needs, solves problems, or offers unique features.
A good product description gives customers the confidence they need to make a purchase, increasing conversion rates. It is in these small investments, like copywriting compelling descriptions, where a big return is likely to be received.
You can, with the help of customized templates and classic marketing techniques, demonstrate strengths of your product and capture your target audience. For this purpose, we would like to offer you this website product template and an example:
Selling lifestyle business products demands a more personal approach as the seller aims to appeal to what the audience wants, believes in and pursues in their day to day activities. Customers will usually gravitate towards those brands that integrate well within their lifestyles.
Apple’s description of the AirPods Pro is a clear illustration of how to sell a product in the narrative about lifestyle. This brief does not limit itself to the device’s physical attributes but stresses how the said attributes make life better for the user.
Title: “Magic like you have never heard before.”
It captures the reader immediately by offering them a promise of something quite unique hence introduces the theme of the entire description.
This new generation of AirPods Pro includes the Active Noise Cancellation feature geared to achieve impressive audio performance. Transparency mode enables you to listen to and engage with your surroundings. A secure fit for an entire day’s use. Just as safely as taking Air Pods out of the case, you are able to connect the Air Pods Pro to an iPhone or an Apple Watch. From the moment they come in their case.”
As the Apple has articulated, Active Noise Cancellation and Transparency mode give users the best sound quality and together with connectivity confidence.
However, the emphasis therefore changes from the product to what it offers to the user.
Bullet Points of Key Features: ‘There’s no external sound intrusion, breakthrough for an unmatched sound experience.
Active Noise Cancellation: That allows you to see and be in contact with your environment and is best utilized when doing sports outdoors.
Transparency Mode: custom ear tips to make sure you are comfortable throughout the day, whether it is during a workout session or long travel.
Customizable Fit: Switch from ‘i’ to ‘Apple’ and even depending on what order you may start putting I...your iPhone, iPad, apple watch... Mac... I cell phone and without losing a rhythm.
Automatic Switching: Enables sound that seems to surround people making it possible to make them feel like they are in a cinema.
Call to Action: It is essential to note that the “Buy Now” button is added on every page to ensure that the customer can always find a way to complete the purchase, even when they are investigating other features and benefits.
With regard to being a product as well as part of the routine of the user's day, the AirPods Pro manages to integrate everyday conveniences along with dry technical parameters.
People who appreciate comfort, quality product, and high technologies will be met with a very understandable and high-end image of the Apple brand.
The product details also underscore the evolution of the buyer beyond just a purchase of the product.
Certainly, positive and useful product descriptions are always appealing when you want to explain your product. Nonetheless, one must strive to strike a certain equilibrium between the volume of information on the product and its complexity. Such a description can greatly influence the level of engagement of the customers as well as the number of conversions. Here is a complete list of the best product description word lengths for different equipment items:
Length | Use Case | Ideal For | Example |
|---|---|---|---|
| Short Form (50 words or less) | Quick overview for straightforward products. | Low-cost, impulse items. | Keychain, phone cases. |
| Standard (100 words) | Balanced detail and brevity. | Mid-range products. | T-shirts, kitchen equipments. |
| Long-Form (250+ words) | Comprehensive details for informed decisions. | High-cost, complex items. | Laptops, high-end watches, professional equipment. |
Here are some extra tips for each product description length:
Short Form:
Standard:
Long-Form:
Provide illustrative evidence about the benefits of the product or additional information on how somewhere, this type of product was successfully used.
We sincerely hope our how-to guide on composing effective product descriptions for your web store was beneficial to you. Did we manage to grab you? Thank you for your attention and we trust this has been beneficial regarding tips and tricks for addressing descriptions and the audience.
We have assisted you in coming up with new tips and tricks that can help in enhancing the appeal of the product listings. There is never enough emphasis on the importance of getting product descriptions right as they increase the chances of more sales from the business products.
Do not hesitate to contact our help center in case you have further queries or need us to assist you in how to write a product description and create compelling product listings for your online store.
Happy selling!
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