Running a successful Ecommerce business requires writing good product descriptions. A product description is the first thing a potential customer sees when thinking about making a purchase, and it has a significant impact on their preferences.
In fact, according to 85% of shoppers surveyed, product descriptions and images are crucial in helping them choose a store to buy from. A well-written product description should be persuasive and interesting while correctly and succinctly describing the features and benefits of a product.
In this article, we listed down the top 10 expert tips on how to write a great product description that will help you sell more products and grow your business.
Expert Tips on How to Write a Great Product Description That Converts
A great product description informs, excites, and converts a visitor into a buying customer. Follow these expert tips on how to write a great product description and watch your online sales increase 2x:
1. Keep it concise
Clear and concise writing is the first thing you need to master on how to write a great product description. Avoid using jargon or technical terms that may be unfamiliar to your target audience.
Here is an example of a concise product description for an ecommerce store:
Product: Men's Leather Wallet
- Made of high-quality leather
- RFID blocking technology to protect against identity theft
- 6 card slots and a zippered coin pocket
- Measures 4.5" x 3.5"
This wallet is made of durable leather and features RFID blocking technology to protect against identity theft. It has 6 card slots and a zippered coin pocket, and measures 4.5" x 3.5" in size. It's the perfect size to fit in your pocket or bag, and will keep your cards and cash safe and secure.
2. Use descriptive language
Use descriptive language to help your customers visualize the product and understand its features and benefits.
Here’s how to write a good product description using descriptive language:
Product: Hand-Crafted Ceramic Vase
Description: This beautifully hand-crafted ceramic vase is a true work of art. The intricate design, featuring delicate flowers and swirling patterns, is sure to add a touch of elegance to any room. The vase is made of high-quality clay and glazed with a glossy finish, giving it a sleek and polished look. Standing at a generous 16 inches tall, this vase is the perfect size to hold a bouquet of fresh flowers or serve as a standalone decorative piece. The vase is also fully functional, with a wide opening and sturdy base, making it perfect for everyday use. Whether you're looking to add a pop of color to your home decor or simply want to display your favorite flowers, this vase is sure to be a beautiful addition to any space.
3. Include important details
Make sure to include important details such as size, material, color, and any other relevant information that will help customers make an informed purchase decision.
Here’s what to include in a product description for a rich online shopping experience:
Product: Women's Cotton Shirt
Material: 100% Cotton
Sizes: Small, Medium, Large, X-Large
Sleeve Length: Short
Care Instructions: Machine wash cold, tumble dry low
This comfortable and stylish cotton shirt is the perfect addition to your wardrobe. It's made of soft, high-quality cotton and comes in a beautiful blue color. The shirt has a relaxed fit and features a round neckline and short sleeves. It's available in a range of sizes, from small to x-large, to ensure a perfect fit. The shirt is easy to care for, with machine washable and tumble dry low instructions. Whether you're dressing up for work or just want a casual, comfortable shirt to wear on the weekends, this shirt is sure to become a go-to in your wardrobe.
4. Use bullet points
Use bullet points to highlight key features and benefits of the product. This makes it easier for customers to quickly scan the product description and understand what they are getting.
Here is an example of a product description with bulleted points:
Product: Wireless Headphones
- Bluetooth 5.0 technology for seamless connectivity 40 hours of playtime on a single charge
- Noise canceling feature to block out background noise
- Comfortable, over-ear design with adjustable headband
- High-quality sound with deep bass and clear treble
- Built-in microphone for hands-free calls
5. Include images
Use high-quality images to showcase your product from different angles and give customers a better understanding of what they are purchasing.
Pro Tip: Hire a professional product photo editor to enrich your product catalog with eye-grabbing product images. This will help your customers visualize your product and encourage them to proceed to the check out page.
6. Use customer reviews
Include customer reviews and ratings to provide social proof and help build trust with potential buyers.
Here is an example of a product description with a good customer review:
Product: Stainless Steel Water Bottle
- Made of high-quality, food-grade stainless steel
- Double-walled insulation keeps drinks cold for 24 hours and hot for 12 hours
- BPA-free and leak-proof
- Wide mouth for easy filling and cleaning
- Comes with a carrying strap for convenience
"I love this water bottle! It keeps my drinks cold for hours and the wide mouth makes it easy to fill and clean. The carrying strap is a nice touch too. It's sturdy and well-made, and I love that it's BPA-free. I highly recommend it!"
7. Optimize for SEO
Here are some tips for writing product descriptions that are optimized for search engines so you increase your visibility on relevant marketplaces:
- Use relevant keywords: Identify the keywords and phrases that potential customers are likely to use when searching for products like yours, and include them in your product descriptions.
- Use long-tail keywords: Long-tail keywords, which are more specific and longer phrases, can be more effective for SEO as they are less competitive and more targeted.
- Include product details: Include important product details such as size, material, and color in your product descriptions, as these can be used as keywords for search engines.
- Use structured data: Structured data, such as schema markup, can help search engines understand the content of your product descriptions and improve your ranking.
- Use unique and original content: Avoid copying and pasting product descriptions from other websites or using duplicate content. You may hire a talented product description writer to create unique and original content that accurately describes your product.
- Use subheadings and headings: Use subheadings and headings to break up your content and make it easier to read, and include relevant keywords in these headings.
- Use images: Use high-quality images to supplement your product descriptions and provide visual information about the product.
- Optimize for mobile: Make sure that your product descriptions are optimized for mobile devices, as more and more users are accessing the internet from their phones.
8. Use storytelling
Use storytelling to bring your product to life and help customers connect with it emotionally. You may consider hiring a professional video editor to showcase your product in action. Using different types of marketing videos, you can help customers visualize how your product works and how it could fit into their own lives.
9. Differentiate your product
Differentiating your product can be a key factor in standing out in a competitive ecommerce market. Here are a few strategies you can use to differentiate your product:
- Focus on unique features: Highlight the unique features of your product that set it apart from competitors. This could include innovative design, high-quality materials, or unique functionality.
- Offer excellent customer service: Provide exceptional customer service to differentiate your business from competitors. This could include fast shipping, easy returns, and helpful customer support.
- Differentiate your branding and marketing: Create a strong brand identity and marketing strategy to help your business stand out. This could include a unique brand voice, eye-catching visuals, and targeted marketing efforts.
- Offer a unique product experience: Consider how you can create a unique product experience for your customers. This could include offering customizable products, unique packaging, or adding value through complementary products or services.
- Build partnerships and collaborations: Partnering with other businesses or collaborating with influencers can help differentiate your product and give it more visibility.
Always proofread your product descriptions for spelling and grammar errors. This helps to ensure that your descriptions are professional and easy to understand.
There are many proofreading tools available that can help you ensure that your product descriptions are error-free and professional. You may check out Grammarly, ProWritingAid, Hemingway Editor, and Whitesmoke to get started.
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ManilaPros, a Philippine-based outsourcing company in the Philippines, offers on-demand product description writing services at any scale. Whatever format it is—product descriptions, web articles, social media copy—you can work with our writers to produce publish-ready content. At a flat-monthly rate, we guarantee 100% plagiarism-free and SEO-focused content with unlimited revisions free of charge.
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