product description ideas

Write an effective product description

Writing effective product descriptions is a crucial part of e-commerce marketing. With more and more people shopping online, the product description can make or break a sale. Studies show that 67% of consumers consider the product description heavily when making a purchase decision.

An effective product description gives customers the right information to compel them to buy. It should highlight the product’s features and benefits, use persuasive language, and be optimized for keywords.

In this comprehensive guide, we’ll cover proven tips and strategies for writing product descriptions that sell.

  1. Focus on Benefits, Not Just Features

One of the most common mistakes brands make is focusing too much on product features rather than benefits. For example, these are features:

  • Wireless headphones
  • Noise-cancelling technology
  • 12-hour battery life

While features describe what the product is or does, benefits explain why the customer should care. Here are the benefits that correspond to those features:

  • Listen to music freely without cords getting in your way
  • Block out external noise for an immersive listening experience
  • Keep your music going all day long without having to recharge

To turn features into benefits, put yourself in the shoes of your target customer. Think about how each feature will improve their life or solve their problems.

The benefits should appeal to their desires, needs, and emotions. Effective benefits use words like “convenient”, “easy”, “improved”, and “save time”. These types of benefit-focused descriptions will resonate more with customers.

  1. Use Persuasive, Descriptive Language

Your product descriptions should use persuasive language that paints a picture of using the product. Vivid, descriptive words help the customer imagine themselves experiencing the benefits you highlighted.

Here are some powerful verbs and adjectives to incorporate:

Verbs – accelerate, empower, enjoy, rediscover, rejuvenate, transform

Adjectives – brilliant, convenient, daring, elegant, exquisite, sensational

You also want to avoid generic, overused terms like “good”, “nice”, “awesome”, and “great”. Be specific in your descriptive words. For example, don’t just say a smartwatch has a “beautiful design”. Say it has an “elegant, sleek glass and stainless steel design”.

This persuasive language gets customers excited to use the product and compels them to buy it.

  1. Structure with Benefits, Features, Proof

Now that you know how to convey benefits and features, in what order should you put them in your description?

We recommend structuring them like this:

  1. Lead with the most important customer benefit
  2. Follow with 2-3 major features that support that benefit
  3. Include proof sources, details, or examples that bring credibility to the benefits and features

Here is an example description of this structure:

Our ultra-slim wireless earbuds allow you to enjoy your music free of wires and distractions (benefit). The comfortable silicone tips create a tight seal to block ambient noise (feature supporting benefit). Precision acoustic engineering provides booming bass without any distortion (feature). TechRadar calls them “the new wireless earbuds to beat” and CNET says they deliver “true wireless freedom”.

This structure focuses on an emotional benefit first before getting into the nuts and bolts features. Proof sources like TechRadar and CNET provide social validation.

  1. Optimize for SEO Keywords

Product descriptions are not only for conversions but also to rank highly in search engines. That’s why you need to optimize them for relevant keyword phrases buyers are searching for.

Make sure to include your target keywords naturally in the descriptions, not just awkwardly shoved in. For example, if you’re selling a set of kitchen knives, you would want to include related keywords like:

  • kitchen knives
  • chef’s knives
  • cooking knives
  • knife sets

Ideally, these keywords and phrases will appear in headings, the first paragraph, and scattered throughout the description. Having them show up multiple times improves your SEO value.

You can use Google’s Keyword Planner and other keyword research tools to find high-volume, low-competition keywords to target. Optimizing descriptions for these search terms will get your product found by more potential customers.

  1. Use Bullet Points and Headings

Blocks of text are hard for customers to digest. Break up your descriptions using bullet points, headings, subheadings, and short paragraphs.

Bullets are great for listing features, specs, included items, and key benefits. Headings and subheadings also make the page more scannable for readers.

Descriptions formatted this way are easier to skim and scan. Here’s an example with bullets and headings:

Experience Pure Sound Immersion (Heading)

Our over-ear headphones are designed for audiophiles who demand the highest quality listening experience. Key benefits include:

  • Crystal clear audio with deep bass you can feel
  • Active noise cancellation to block out external distractions
  • Lightweight, ergonomic design for all-day comfortable wear

Supreme Audio Components (Subheading)

What makes these headphones so incredible?

  • 50mm dual-diaphragm drivers deliver wide frequency range with minimal distortion
  • The built-in amplifier produces a powerful, dynamic sound
  • Sealed earcups limit background noise so you hear every detail

This organized structure makes it easier for customers to comprehend the product’s value.

  1. Craft Different Descriptions for Different Channels

Product descriptions need to be tailored for where they will be displayed. On your e-commerce site, you can include more details, features, and benefits since customers can take time to read.

But on channels like Amazon, space is limited. You usually have only 3-5 sentences for the product title and description. So you need to compress the most vital info.

For example, your e-commerce site description might say:

Our stylish yoga pants are designed for both form and function. The 4-way stretch material moves with your body, maintaining shape during any pose or flow. The moisture-wicking fabric keeps you cool and dry. Both thick and thin-waisted options ensure the perfect, personalized fit. Complete your yoga outfit with our matching tops and accessories.

For Amazon, you’d condense it down:

Yoga pants – Stylish 4-way stretch pants keep shape during yoga. Moisture-wicking to stay cool and dry. Customized thick or thin waist.

Optimizing descriptions for different channels ensures you convey the essence of your product everywhere it’s sold.

  1. Include Calls-to-Action

Your descriptions shouldn’t just inform. They also need to motivate customers to buy the product. That’s why you should end them with strong calls to action (CTAs).

Some examples of effective CTAs include:

  • Add to cart
  • Buy now
  • Shop now
  • Get it today
  • Try it risk-free

Place these action-driving statements after you have convinced the customer of the product’s value. Don’t add too many CTAs – just 1 to 2 strategically placed can work.

  1. Proofread Thoroughly

Before publishing your product descriptions, proofread them closely for any errors. Typos, grammar mistakes, and inaccurate information will reflect poorly on your brand.

Have multiple people on your team review the descriptions to double-check them. Use free grammar tools like Grammarly as an additional proofreading pass.

It’s also wise to periodically update your descriptions. You may find ways to further optimize them or need to modify details as you improve the product. Provide customers with consistently exceptional info.

Key Takeaways

Writing compelling product descriptions takes skill and practice. Implement these tips to maximize yours:

  • Focus on emotional benefits more than plain features
  • Use vivid, persuasive language that readers will connect with
  • Structure with benefits, features, and proof points
  • Optimize for SEO keywords customers search for
  • Break up text with bullets, headings, and paragraphs
  • Tailor descriptions for different sales channels
  • Include strategic calls-to-action statements
  • Proofread extensively before publishing

With these steps, you can craft product descriptions that engage customers and drive more conversions. Treat your descriptions as the salespeople and storytellers for your brand.

3 Product Descriptions Samples

Product 1: Volumizing Mascara

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Product 2: Nourishing Lip Balm

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Product 3: Color-Correcting Concealer

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