Look, we’ve all impulsively bought something online once or one hundred times. But, was it a product description that convinced you to click, “buy”? Companies that know how to write product descriptions that convert deserve a pat on the back. This is a skill you can learn how to do using SEO-optimized keywords and content strategy. Use our tips and sample template below to take your descriptions to the next level.

Getting Started: How to Write Product Descriptions That Convert Customers

You’ve got pretty pictures of your merch, a spiffy website, and a truly wonderful product. However, that alone won’t make sales happen. You need SEO-rich product descriptions too. Here are the tools and tips you need to write product descriptions that convert. Let’s start with the basics.

What exactly is a product description?

A product description is an easy-to-read summary that gives customers all the info they need to know about a particular product. This info includes details like product features, benefits, and common uses.
 
A good product description:
  • Identifies what the product is used for;
  • Explains who the product is for;
  • Shows how the product benefits the customer.
  • Contains at least 300 words

Writing a good product description takes a bit of time, but it’s a smart content marketing investment. Look at it like hiring an employee. You have to invest the time to train them, but once they’re trained, they become a valuable asset to your business. They can answer questions, address concerns, and ultimately end up selling your products for you!

Why are product descriptions so important?

Freat product descriptions drive traffic to your store, improve SEO, and increase sales. Bad product descriptions turn potential customers off and leave them frustrated. Worse, they might keep searching and buy from a competitor!

What to take into account when writing a product description

Audience

It’s important to research your audience so that you can tailor your tone and language to them. When researching, think about how they speak. Are they formal? Informal? Are they using technical terms or slang? What are their concerns? Check out social media groups, forums, or comments to see what they’re talking about and use it in your copy. Stay true to your brand guidelines and voice and tone. That should already match your demographic—because the creation of your brand voice should center around your ideal customer.

Make text easy to read

Everybody is in a rush all the time. A glimpse is all your product may garner. Make sure your product description text abides by the following guidelines.

  • Outline important information at the beginning
  • Use short words and sentences
  • Give as much detail in as few words as possible
  • Use bullet points, highlight text (bold, italics, etc).
  • Utilize headings, subheadings, graphics, and whitespace—no walls of text!
  • Use specific language (Ex: “Machine washable” vs. “Easy to clean”)

What to include in your product descriptions

There is no one-size-fits-all template when it comes to writing product descriptions. Include things like personal stories or background information about you or the company. Be authentic. Use humor. Answer common questions and concerns. Address fears, uncertainties, or doubts. Include real reviews, comments, or messages that explain how your product benefitted them. Writing your own product descriptions is a great way to give your brand personality. That’s why they’re shopping with you in the first place!

What to avoid in your product descriptions

 

Avoid superlatives.

Instead of saying, “Best nail polish ever!”, give specifics. “Our quick-drying nail polish won Cosmo’s “Best Polish of the Year” award!” Name drop. It will do you a world of good.

Don’t just list the features of the product.

Start off by listing the benefits of your prodict, from your customer’s point of view. Customers want to know how it will help them specifically.
 

Don’t duplicate descriptions.

Original product descriptions are important. We repeat. Original product descriptions are an absolute SEO must! DO NOT copy a generic description from the manufacturer’s website. Do not copy and paste your own product description into multiple shop pages. This will result in duplicate content and SEO hell.
 

Don’t overuse keywords.

You want to sound natural, not like a bot! Use them as they make sense.
 

Don’t use stock photos.

Show off your product. Even better, show off a happy customer using your product—with a review beside it.
 

How to Write Product Descriptions that Convert

Make sure you have an attention-catching headline

Most of us only skim text online. Catch your reader’s attention early and draw them in so they click to learn more! Appeal to your customer’s emotions and use familiar language to reel them in.

Use simple, descriptive words that help the reader visualize your product

Include the most important (and easy to understand) info first. Keep words, sentences, and paragraphs short and sweet. Use all five senses to describe your product if possible. Describe a scenario in which you’d use/need the product. Help the customer envision themselves using it.
 
Avoid jargon or technical details in the initial description. These are fine to include further down, especially for more complex products.

Breakdown the benefits of your product

Address any fears/concerns and then highlight the benefits for the customer. People don’t necessarily care about the product itself, but more about how it can benefit them. What can they use it for? What problem is it solving for them?

Highlight the product features

Here’s where you can get into the nitty-gritty. Include all of the details one might need to know to make a decision. Size? Fit? Weight? Dimensions? Figure out what applies to your product, and list as much as you can in as few words as possible.

Writing Your Own Product Descriptions

Now that you have the details, it’s time to put your knowledge to work!

We recommend filling in this template as if you’re talking to one of your customers so that it sounds authentic.
  1. A compelling headline. Connect with your target audience on an emotional level.
  2. A few short sentences to capture their attention. How it will benefit them?
  3. Bullet points with important product features. What makes yours better than the competition?
  4. Address any questions/hurdles What are your customers worried about? What would prevent them from purchasing? (Will it fit? Can I return it if it doesn’t?).
  5. Technical details. As a rule of thumb, the more expensive the product is, the more technical details you should include. (Ex: $10 toy car vs. $10,000 real car).
  6. A final sentence or two to wrap it up. Remind customers why this is the best product for them.
  7. Customer reviews/testimonials to give legitimacy. Products with social proof tend to sell better. Show off why other people love it.
Once you’ve gone through the template and filled in as much detail as possible, check your work.
 
Make sure to proof your spelling, grammar, and punctuation. If that’s not your strong suit, have a friend take a look, or use an online resource like Grammarly.
In addition to proofing for errors, you also want to check your tone. Make sure your voice is consistent with your brand, and the language is similar to that of your target audience. Once you’re happy with the final result, share it with your audience and see how they react. Be flexible and adjust as needed based on results or feedback.
 
Writing product descriptions that convert isn’t always easy, but the more you do it, the easier it becomes! If you need help, we’re only an email away.