How to Write Product Descriptions That Sell: Expert Tips and Templates

Introduction: The Power of a Great Product Description

A picture may be worth a thousand words, but a well-crafted product description? Priceless. It is more than just a list of features; it’s a persuasive tool that can transform window shoppers into loyal customers. In this post, we’ll explore how to write product descriptions that captivate your audience and boost your e-commerce sales.

What is a Product Description?

A product description is a text that outlines the features, benefits, and value of your product. It tells your audience what your product is, what it does, and why they should buy it. It's typically displayed on your product pages, often accompanied by images, videos, ratings, and reviews.

Key Elements of a Product Description:

• What is the product? (e.g., name, category, type)

• Main features and specifications (e.g., size, weight, material)

• Benefits and advantages (how it solves a problem or fulfills a need)

• How is it different from others? (unique selling points)

• Who is it for? (target audience)

Why Are Product Descriptions Important?

A well-written product description can be the difference between a customer hitting the 'buy now' button or abandoning their cart. Here are the top benefits of effective product descriptions:

1. Boosts Conversion Rates

Product descriptions capture the reader's attention and inspire them to make a purchase. A good description connects the customer to the product’s value, turning browsers into buyers.

2. Enhances SEO Rankings

Optimizing your product descriptions with relevant keywords boosts your search engine rankings, making it easier for potential customers to find your products.

3. Provides a Competitive Edge

A compelling product description helps your product stand out in a crowded market, giving you a clear advantage over competitors.

4. Reduces Return Rates

Clear, informative descriptions reduce misunderstandings, helping customers make informed purchasing decisions and lowering the chance of returns.

5. Builds Trust and Credibility

Accurate and transparent descriptions build trust with your customers, demonstrating your commitment to quality and customer satisfaction.

8 Tips for Writing Product Descriptions That Sell

Now that we know the importance of product descriptions, let's dive into actionable tips that will help you craft descriptions that drive sales.

1. Speak the Language of Your Audience

Understand your target audience and tailor your language to match their preferences. Whether you’re targeting tech enthusiasts, luxury shoppers, or eco-conscious consumers, ensure your tone resonates with them.

Example:
For a luxury watch: "Exude elegance with our luxury timepiece, an emblem of your refined taste."
For a young, fashion-forward audience: "Step out in style with our vibrant, Instagram-ready summer dresses."

2. Shift the Spotlight: Turn Features into Benefits

Focus not just on product features but on how these features will benefit the customer. Show how your product will solve a problem or enhance their lifestyle.

Example:
“Enjoy crystal-clear sound with noise-canceling technology” becomes “Block out distractions and immerse yourself in pure sound with noise-canceling headphones.”

3. Use a Consistent Tone

Your product description should reflect your brand’s personality. Whether it’s playful, professional, or luxurious, consistency in tone helps build trust and familiarity with your customers.

Example:
For a quirky brand: "Our bubblegum-pink headsets are made for those who love to make a statement."
For a high-end brand: "Indulge in the timeless luxury of our handcrafted leather handbags."

4. Incorporate Power Words

Power words provoke an emotional response and encourage customers to take action. Words like “exclusive,” “luxurious,” and “unbeatable” boost the appeal of your product.

Example:
“Experience luxurious comfort with our ergonomic office chairs” instead of “Our office chairs are comfortable.”

5. Make it Easy to Scan

In today’s fast-paced world, customers often scan content rather than read every word. Break up your product descriptions into digestible chunks with bullet points, short paragraphs, and bold headers.

Example:

• Key Features:
  • 100% Organic Cotton
  • Hypoallergenic and Soft
  • Machine Washable

6. Leverage the Power of Storytelling

Engage your audience with storytelling. Describe the experience your product offers, painting a picture that helps the customer visualize how the product fits into their life.

Example:
“Every sip of our single-origin Colombian coffee tells a story of rich, lush landscapes and dedication to quality.”

7. Optimize with Keywords

Incorporate relevant SEO keywords to increase your visibility on search engines. Ensure they are naturally placed within your product description to avoid keyword stuffing.

Example:
“Cruelty-free vegan leather shoes that blend comfort and sustainability.”

8. Show Social Proof

Include testimonials, reviews, or endorsements from satisfied customers to build trust and credibility. Social proof can significantly influence purchasing decisions.

Example:
“Rated 5 stars by over 500 satisfied customers!”

How to Write Product Descriptions Using AI

AI tools like Writesonic can help you write compelling product descriptions quickly and efficiently. Here’s how to use AI to create engaging product descriptions for your eCommerce store:

Log in to your Writesonic account.

Select the product description generator.

Input the details about your product, including name, features, target audience, tone, and keywords.

Generate your product description and refine it using the AI-powered editor for further customization.

Example Product Descriptions from Leading Brands

To inspire you, here are three examples of product descriptions done right:

1. Hermès

"Exude modern elegance with our H24 Herbes Vives Eau de Parfum, a fragrance that encapsulates freshness and vitality."

2. Casper

“Enjoy uninterrupted sleep with our Humidity Fighting Duvet, designed to keep you cool and comfortable all night.”

3. Revlon

“Get a glowing complexion with Illuminance™ Serum Tint – a blend of skincare and makeup for an effortlessly radiant look.”

Conclusion

Writing compelling product descriptions is a crucial skill for any eCommerce business. By focusing on your audience, turning features into benefits, and optimizing for SEO, you can create descriptions that resonate with your customers and increase conversions. Don't forget to leverage AI tools like Writesonic to streamline your process and boost your sales.

FAQ

Q1: How can I improve my product descriptions for better SEO?
A1: Use relevant keywords naturally, incorporate long-tail keywords, and focus on unique, descriptive language that highlights the benefits of your product.

Q2: Should I write a different description for each platform?
A2: Yes, tailoring your descriptions to each platform helps ensure that the tone, language, and style resonate with the specific audience.

Q3: How long should a product description be?
A3: Product descriptions should be concise yet informative. Aim for 150-300 words to balance detail with readability.

Q4: Can AI help me write product descriptions?
A4: Yes, AI tools like Writesonic can generate high-quality, SEO-optimized product descriptions quickly and efficiently.