Methods to Write Good Product Descriptions

The eCommerce trade is booming—international on-line gross sales hit $5.8 trillion in 2023 and are anticipated to surpass $8 trillion by 2027, based on Statista^[1]. However right here’s the problem: attracting guests to your retailer is simply half the battle—getting them to click on “Purchase Now” is the place the true work begins.

For those who’re a time-strapped enterprise proprietor, crafting compelling product descriptions may really feel overwhelming. You recognize they matter, however you don’t have hours to spend on creating every meticulous description. 

We’ve got put collectively a information that will help you study some confirmed frameworks to put in writing good product descriptions that have interaction, persuade, and drive extra gross sales, with out spending hours on every one. Let’s dive in. 

Good vs Poor Product Descriptions

A product description ought to do extra than simply checklist options—it’s about serving to clients see the worth of what they’re shopping for. One of the best descriptions are clear and interesting, highlighting the product’s real-life advantages.

Take Nike’s Air Zoom Pegasus 41 for instance. Its product web page doesn’t simply say, “This can be a operating shoe.” As a substitute, it focuses on the expertise. Discover these components of the outline:

• Really feel the distinction: “Responsive cushioning within the Pegasus offers an energized journey for on a regular basis street operating.”
• Constructed for efficiency: “Improved engineered mesh on the higher decreases weight and will increase breathability.”

The outline makes the product tangible—the patron can visualize and really feel the consolation, assist, and responsiveness offered by the shoe.

Nonetheless, not all merchandise want an extended and detailed clarification. Generally, the picture does many of the promoting as a result of it clearly exhibits what the product is and who it’s for, and the outline wants to bolster key particulars.

Different occasions, a well-written description is important for much less acquainted or extra complicated merchandise to assist clients perceive what they’re shopping for.

Contemplate a conveyable espresso maker, as an example. Since it’s a distinctive product, clients might not know the way it works, so the outline ought to information them. Let’s take a look at this case:

Every of the examples above demonstrates how the operate of a well-crafted product description is to supply the patron with precisely the data they want—no extra, no much less.

In distinction, a poorly written product description does the precise reverse: it leaves out important info or offers an excessive amount of pointless info; it doesn’t reply necessary questions clients might have; and it fails to color an image of the product, its options, and the advantages it is going to deliver to the client’s life.

The Hidden Value of Poor Product Descriptions

A product description is the bridge between curiosity and conversion. When accomplished proper, it reassures customers and drives gross sales. However when it falls quick, the implications go a lot past a misplaced buy.

Clients Gained’t Purchase What They Don’t Perceive

87% of shoppers say product content material is essentially the most essential issue when making buying choices on-line^[2]. Since web shoppers can’t bodily see, contact, or take a look at the product, they depend on descriptions to fill within the gaps. They gained’t really feel assured sufficient to buy in case your product copy is imprecise or incomplete.

Unhealthy Descriptions Result in Larger Return Charges

Clients usually tend to return merchandise if the descriptions don’t match the objects. And returns are costly—U.S. customers despatched again $890 billion value of products in 2024, affecting income, stock, and logistics^[3]. Worse but, 87% of customers are unlikely to repeat purchases in the event that they really feel misled by inaccurate product particulars.

Weak Copy Can Value You

Consumers don’t simply go away once they encounter poor product descriptions—they take their enterprise elsewhere. 85% of customers say product info and footage affect their shopping for choices, which means in case your rivals present clearer, extra compelling descriptions, they’ll win the sale as an alternative^[4].

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Optimizing your product descriptions is among the easiest, most cost-effective methods to spice up income. Whereas it does contain refining your phrases, you don’t should be an knowledgeable copywriter or marketer to see a big payoff from the trouble.

The secret’s understanding your viewers and confidently giving them the correct info to buy. Right here’s a easy five-step framework that will help you do that successfully.

A 5-Step Framework for Writing Excessive-Changing Product Descriptions

Step 1: Lead With Your Buyer’s Principal Profit

Clients don’t purchase merchandise—they purchase options to their issues.

That’s why your product description ought to begin with essentially the most compelling profit: What does it do for them? A espresso maker isn’t nearly brewing espresso—it’s about saving time within the morning. Trainers aren’t nearly supplies—they’re about consolation and endurance on lengthy runs.

Contemplate these questions earlier than drafting your product description:

• Who can be utilizing this product?
• Who’s making the acquisition resolution?
• What issues most to them (design, sturdiness, or usability)?
• How does this product clear up an issue or enhance their life?

Then, use sensory phrases in your copy to color a vivid image of how the product feels, seems, smells, sounds, and tastes (if relevant) when used. It will assist clients visualize proudly owning the product and experiencing its advantages, making it extra tangible and fascinating.

Right here’s a easy template to comply with:

[insert product name] is the [adjective] answer for [target audience]. Designed to [solve a problem/improve life], this [product type] will make your [daily activity] extra [benefit].

Instance:

The CloudRest Pillow is the last word answer for facet sleepers. This reminiscence foam pillow can present optimum neck and shoulder assist, making your nights extra snug and restful.

Professional Tip: When testing your copy, use the “So what?” technique. After every level, ask your self, “So what?” to evaluate its relevance and worth.

For instance:

Noise-Canceling Headphones:

“Geared up with superior noise-canceling know-how.”

So what? “Ensures you’ll be able to absolutely immerse your self in your music or calls with out distractions.”

Ergonomic Workplace Chair:

“Constructed with a contoured backrest and adjustable armrests.”

So what? “Keep snug throughout lengthy work hours with a contoured backrest that helps your backbone and adjustable armrests that cut back shoulder pressure.”

Step 2: Use Compelling Phrases to Drive Motion

Your product description ought to persuade customers to take motion. It ought to compel them to click on the “Add to Cart” button, not simply scroll previous it.

One efficient manner to do that is through the use of emotional phrases that faucet into your clients’ wishes and motivations. Analysis exhibits that emotionally charged language is simpler at triggering motion than information or knowledge alone.

The Wheel of Emotion is a instrument that categorizes feelings into main emotions corresponding to happiness, unhappiness, anger, disgust, shock, dangerous, and worry. Understanding this emotional spectrum may also help you select phrases that resonate deeply along with your viewers.

Together with efficient phrases can evoke a stronger emotion in your viewers and drive them to take motion. 

In accordance with promoting legend David Ogilvy, sure phrases can considerably improve the influence of your descriptions. He recognized 20 of essentially the most persuasive phrases in advertising, that are nonetheless broadly used right now.

Equally, Jon Morrow has compiled a checklist of energy phrases that may promote nearly something by evoking sturdy feelings and making messages extra compelling.

Step 3: Help With Important Specs

When you’ve hooked your clients with the primary profit, reaffirm it with important specs. These key options or traits differentiate your product from others and assist its claims.

Contemplate these examples:

• Laptop computer: battery life, processing velocity, storage capability
• Sneakers: materials, traction, breathability
• Skincare merchandise: elements, advantages for various pores and skin sorts or considerations

These specs or options present a extra detailed overview of the product’s capabilities and reinforce its worth. Use bullet factors or quick sentences to make it simple to scan and digest.

Right here’s a template you should use for organizing your product options:

• High quality: Made with [durable material]
• Efficiency: Options [advanced technology]
• Design: Out there in quite a lot of [color, size, or style] choices
• Comfort: Consists of [accessory or add-ons]

Instance:

The Contour Professional Laptop computer Backpack is made with waterproof nylon. It contains a built-in USB charging port for comfort, and its contoured again panel offers most consolation and assist. Out there in three shade choices—black, grey, and navy blue.

Step 4: Make Your Copy Sound Human and Pure

Whereas persuasive and descriptive language is important, preserving your tone conversational and pure is equally necessary. Keep away from utilizing technical jargon or overly formal language which will intimidate or confuse your clients..

As a substitute, write such as you’re having a dialog with a good friend. It will make your product description extra relatable and interesting. Utilizing private pronouns like “you” and “your” creates a way of reference to the reader and makes them really feel such as you’re talking on to them. You may even inject some humor if applicable to your model and viewers.

One easy option to know in case your copy sounds human is to learn it out loud. If it feels awkward or unnatural, think about rephrasing or simplifying the language.

You may also use a instrument like Hemingway App to test the readability of your copy and make mandatory changes. Intention for a grade stage of 8 or decrease to make sure that your product description is straightforward to grasp for many readers.

Then, test for grammar and spelling errors. These might seem to be minor particulars, however they will considerably influence the credibility of your model and product. Use instruments like Grammarly to assist catch any errors.

Step 5: Shut With a Clear Name-to-Motion

After you’ve described your product and its advantages, keep in mind to incorporate a transparent Name-to-Motion (CTA). A robust CTA guides clients in the direction of the following step–whether or not that’s to purchase or study extra.

Listed here are some greatest practices for efficient CTAs:

• Make your CTA stand out: Use measurement, distinction, and white house to distinguish your CTA from surrounding content material. This helps customers know precisely the place to click on.
• Use action-driven language: Give attention to verbs that encourage motion. Phrases like “Store now” or “Add to cart” are direct and motivating.
• Take a look at shade and form: Colours influence conversions. Take a look at totally different colours to seek out one which stands out however nonetheless aligns along with your model. Experiment with totally different button shapes, like rounded edges, to see what resonates.
• Make sure the textual content is seen however not overpowering: CTA textual content must be massive sufficient to learn at a look however not overwhelming. Verify the way it seems on totally different gadgets and browsers.
• Preserve it quick and clear: Intention for 2 to 5 phrases. Readability beats cleverness. Create a number of touchdown pages to focus on totally different facets of your provide as wanted.
• Guarantee accessibility: Use high-contrast textual content, clear button labels, and responsive design to make sure readability on all gadgets, together with for customers with visible impairments.
• Create urgency: Time-sensitive phrases like “Restricted Supply” or “Ends Quickly” can drive customers to behave sooner.
• Place it above the fold: Customers ought to see your CTA with out scrolling. Outstanding placement reduces friction and will increase conversions.
• Spotlight the profit: Reinforce what customers acquire by clicking. Whether or not it’s a reduction, free trial, or unique entry, make the profit clear in your CTA.
• Use supporting textual content: Add useful cues like “No bank card required” or “30-day free trial,” to cut back friction.
• Restrict selections: Focus your CTA on one clear motion. Too many choices can confuse customers and cut back conversions.

Constructing Belief By means of Product Descriptions

Product descriptions will be an efficient manner of constructing belief with potential clients. Individuals are more likely to purchase from a model they belief. A well-written product description may also help set up that belief.

Listed here are some methods you’ll be able to construct belief by your product descriptions:

Embrace Validation and Social Proof

A New Emplifi examine exhibits that 90% of customers depend on buyer rankings and opinions when buying^[5]. Social proof is a robust motivator that influences client conduct, validates your product claims, and highlights its recognition amongst different clients.

Listed here are six various kinds of social proof that you should use:

Consumer-Generated Content material (UGC):

These are photographs, movies, or written opinions out of your clients or well-known personalities.

Critiques:

Critiques are just like the extra goal model of testimonials. They work effectively for extremely technical merchandise or in aggressive industries.

Case Research:

Case research present an in-depth take a look at how your product has helped a buyer clear up an issue or obtain success.

Belief Seals and Certifications:

These are badges or symbols from acknowledged authorities that guarantee clients of your product’s high quality, security, and safety.

• Belief icons: You may add model or firm logos that use your services or products to construct belief and credibility with clients who’re acquainted with these manufacturers.
• Gross sales knowledge: Use numbers, figures, or greenback quantities to exhibit authority and your product’s success out there.

Moreover, there are numerous locations the place you’ll be able to place your social proof, corresponding to:

• Checkout web page: Friction at checkout can damage a sale. Putting buyer rankings and opinions on the checkout web page may also help alleviate doubts and improve conversions.
• Product web page: That is the commonest place to showcase social proof, corresponding to rankings, opinions, case research, or UGC, to persuade clients to buy.
• House web page: Use a carousel or part on your own home web page to focus on best-selling merchandise or top-rated objects with excessive rankings and opinions.
• Touchdown pages: For those who’re operating focused campaigns for particular merchandise, add related social proof on that touchdown web page to spice up its effectiveness.
• Pop-ups: You need to use pop-ups triggered by exit-intent know-how to show last-minute offers or particular presents backed by social proof to encourage clients to finish their purchases.
• Signal-up kinds: For those who’re utilizing e mail advertising or lead technology, add social proof in your sign-up kinds to extend belief and encourage extra sign-ups.
• Web site sidebar: Place a widget or hyperlink to your social media platforms the place clients can view extra user-generated content material and opinions.

Add Supporting Technical Particulars

Whereas highlighting your product’s advantages and options is important, offering technical particulars may construct belief with potential clients.

Take this instance from Hydro Flask.

This instance features a detailed description and tabs for specs, opinions, and guarantee info. Whereas some might discover all of these further tabs and data pointless, it’s these little particulars that add the weather of an efficient product description for his or her clients. They supply particulars and reassurance that assist their clients really feel knowledgeable and comfy.  

Some technical particulars you’ll be able to add embrace:

• Dimensions: For bodily merchandise, present correct dimensions to provide clients an concept of measurement and match.
• Supplies used: This info is important for sure merchandise, particularly if they’re natural, eco-friendly, or hypoallergenic.
• Security certifications: If relevant, embrace any security certifications your product has acquired to guarantee clients of its high quality and security.
• Guarantee info: In case your product comes with a guaranty or assure, clearly state the main points to instill confidence in your product’s sturdiness.
• Directions and specs: In case your product is complicated or requires particular directions, embrace them within the description to exhibit your experience and information.

Use a Belief Badge

On-line buying has grown tremendously prior to now few years, with 62% of shoppers buying on-line as soon as per week and 29% doing it 2-3 occasions weekly, however so have on-line scams and frauds^[6].

A belief badge may also help alleviate buyer fears and considerations by demonstrating that your web site is safe and reliable. Some frequent forms of belief badges embrace:

• Safety belief badges: These badges reassure clients that your web site is protected and their knowledge is safe. They typically point out SSL certification or encryption compliance. Displaying one can stop browser safety warnings and construct belief throughout checkout.
• Cost badges: These badges present accepted cost strategies, aligning your enterprise with trusted suppliers like Visa, PayPal, and Apple Pay. They’re often free and generally positioned close to cost fields on checkout pages.
• Endorsement badges: Awarded by respected third events like Google or the Higher Enterprise Bureau, these badges sign credibility and trustworthiness. Companies typically show them in web site footers to showcase total model legitimacy.
• Coverage-specific badges: These embrace free delivery, money-back ensures, and free returns, serving to clients really feel assured of their purchases. Since they don’t require third-party approval, companies can simply add them to checkout pages or footers.

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Tackle Widespread Objections

In accordance with Forrester analysis, 53% of U.S. web shoppers will abandon their buy if they will’t shortly discover a solution to their query^[7]. These questions typically come up from frequent objections they’ve earlier than shopping for.

A easy option to tackle these considerations is to incorporate them in your product description or a Often Requested Questions (FAQ) part. Verify buyer opinions from Reddit, Google Critiques, Amazon, and different boards to see what points or questions clients generally have about your product or different merchandise like yours.

Search engine marketing Greatest Practices Made Easy

If you would like your merchandise to rank effectively in search, you might want to weave the correct key phrases into your product descriptions. Figuring out tips on how to write Search engine marketing-friendly product descriptions is a useful talent to study.

Use key phrase analysis instruments like Ahrefs or Semrush to seek out phrases and phrases individuals are looking for. Ideally, you’ll goal lengthy phrases with decrease competitors however greater search quantity. This gives you a greater probability of rating greater in search outcomes.

For instance, as an alternative of “gaming chair,” a greater phrase can be “ergonomic gaming chair with lumbar assist” to achieve individuals in search of that precise function.

Then, select key phrases based mostly on person intent, which is the aim behind a search. There are 4 forms of person intent.

Kinds of Consumer Intent

1. Informational: 

That is the stage the place customers are simply in search of solutions to some higher-level questions. Key phrases like “how to decide on a gaming chair” imply somebody is simply gathering info.

2. Business:

At this stage, customers wish to buy one thing however don’t know which firm they’re shopping for from but. Key phrases like “greatest gaming chairs for again assist” present they’re evaluating choices.

3. Navigational:

This subsequent section of the client journey, the place the person has determined to buy a product and is in search of the ultimate value + particular subcategory + opinions of the product earlier than buy. Key phrases like “Secretlab Titan Evo overview” imply they already know what they need.

4. Transactional:

Within the last stage of the client journey, customers in a transactional stage are conscious of the answer they’re in search of and sure have already researched choices and types. Key phrases like “purchase gaming chair on-line” imply they’re able to buy.

To spice up gross sales, deal with industrial, navigational, and transactional key phrases—these customers are already nearer to purchasing. However, in the event you nonetheless need to appeal to these researching, think about writing weblog posts or guides to coach them and construct belief in your model.

Cell-First Product Description Methods

International cell commerce is increasing quickly at a 29% progress fee, capturing 7% extra accomplished funds than conventional eCommerce^[8]. With 70% of customers saying it saves time and presents comfort for on-the-go purchases, optimizing product descriptions for cell is extra crucial than ever.

One sensible method is utilizing the Pyramid Precept, a communication technique created by McKinsey advisor Barbara Minto. This method helps make product descriptions clearer and simpler to scan on cell screens.

Right here’s the way it works:

• Begin with a brief, compelling description on the prime of the product web page.
• Present detailed info beneath for patrons who need to study extra.

This technique improves readability by:

• Highlighting key particulars upfront
• Making certain a logical, easy-to-follow construction
• Making descriptions fast to scan on cell screens

Together with structured content material, typography performs an important function in readability. Comply with these greatest practices:

• Font measurement and line size: Preserve 30–40 characters per line for higher readability.
• Spacing: Use 10–20% spacing to enhance textual content interplay.
• Shade distinction: Guarantee excessive distinction between textual content and background for straightforward studying.
• One typeface: Stick with a single font to keep up a clear {and professional} look.

Professional Tip: InMotion Internet Internet hosting‘s optimized servers embrace mobile-caching know-how to make sure your product descriptions load shortly on any machine.

Conclusion

An ideal product description does extra than simply inform—it connects, persuades, and sells. Begin by understanding your audience and their wants, then use the five-step framework to craft descriptions that resonate and convert.

Subsequent, optimize your copy for Search engine marketing and cell gadgets to achieve much more potential clients. Lastly, don’t overlook to A/B take a look at to see what works greatest to your viewers. Keep in mind, your product description is usually the ultimate push a buyer wants earlier than buying, so make investments effort and time into creating partaking and reliable content material.

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FAQs

Can I copy a product description from a competitor?

No, copying a competitor’s product description can result in authorized points and hurt your model’s credibility. As a substitute, create distinctive, compelling descriptions highlighting your product’s advantages. Authentic content material additionally improves Search engine marketing and buyer belief.

How lengthy ought to my product descriptions be?

There’s no onerous and quick rule. However your product description must be lengthy sufficient to tell, however quick sufficient to remain partaking.

For instance, a $15 scented candle wants a short spotlight, whereas a $1,500 espresso machine requires detailed specs. Steadiness readability and conciseness to assist clients resolve.

Methods to write an excellent description for a product?

Give attention to readability, advantages, and engagement. Spotlight key options, clarify how the product solves an issue, and use persuasive language. Preserve it concise however informative. A wonderful description solutions buyer questions and makes them need to purchase.

References

1. Gelder, Koen V. “E-Commerce Worldwide – Statistics & Info | Statista.” Statista.Com, 4 Mar. 2025, www.statista.com/subjects/871/online-shopping/.
2. “Product Web page Statistics Each Ecommerce professional Ought to Know (2025 Replace).” eCommerce Development Platform and Consulting, Convertcart, 22 Nov. 2024, www.convertcart.com/weblog/ecommerce-product-page-statistics.
3. Dickler, Jessica. “Returns Are an $890 Billion Drawback for Retailers.” NBCNews.Com, NBCUniversal Information Group, 8 Dec. 2024, www.nbcnews.com/information/us-news/retail-returns-890-billion-problem-rcna183359.
4. “Suppose with Google – Uncover Advertising and marketing Analysis & Digital Tendencies.” Google, Google, www.thinkwithgoogle.com/consumer-insights/consumer-trends/product-information-preference-statistics/. Accessed 15 Apr. 2025.
5. Lukes, Jordan. “Emplifi Reveals Practically 90% of Shoppers Say Buyer Scores and Critiques Have the Largest Affect on Buying Choices.” International Press Launch & Newswire Distribution Providers, Enterprise Wire, 28 Feb. 2023, www.businesswire.com/information/house/20230228005207/en/Emplifi-Reveals-Practically-90-of-Shoppers-Say-Buyer-Scores-and-Critiques-Have-the-Largest-Affect-on-Buying-Choices.
6. Hooda, Khyati. “100+ Highly effective On-line Procuring Stats Each Retailer Ought to Know [2024].” Key phrases In every single place Weblog, 26 Sept. 2024, keywordseverywhere.com/weblog/online-shopping-stats/.
7. Leggett, Kate. “Your Clients Don’t Wish to Name You for Help.” Forrester, 18 July 2017, www.forrester.com/blogs/16-03-03-your_customers_dont_want_to_call_you_for_support/.
8. Mori, Karan. “Why Is M-Commerce Rising as a International Development?” Magneto IT Options, 22 Sept. 2023, magnetoitsolutions.com/infographic/why-mcommerce-emerging-as-global-trend.