How to Write Product Descriptions That Sell: Tips, Templates, and Examples

When it comes to eCommerce, a well-crafted product description can make all the difference between a visitor bouncing and a customer hitting the 'buy now' button. In this guide, we’ll walk you through how to write product descriptions that not only capture attention but also increase your conversion rates. Plus, you'll get access to a simple product description template you can use right away.

What is a Product Description?

A product description is a text that explains the features, benefits, and value of a product. It helps potential customers understand what the product does, why it’s valuable, and how it solves a problem or fulfills a need. It often appears on product pages, alongside images, ratings, and reviews. A good product description answers key questions like:

• What is the product? (name, category, etc.)

• What are its main features? (size, material, etc.)

• How does it benefit the customer? (what problems does it solve?)

• What makes it unique compared to similar products?

• How is the product used? (instructions or tips)

In essence, product descriptions bridge the gap between the customer’s curiosity and their purchasing decision.

Why Are Product Descriptions Important?

Effective product descriptions aren’t just about listing technical specs. They’re a powerful marketing tool that can significantly impact your sales. Here are five key reasons why product descriptions are crucial:

1. Boosts Conversion Rates

A well-crafted product description can transform browsers into buyers by clearly outlining the benefits and creating a sense of urgency.

2. Enhances SEO Rankings

Search engines like Google value unique, keyword-rich content. Optimizing your product descriptions helps improve your visibility and attracts more potential buyers.

3. Gives You a Competitive Edge

Great product descriptions highlight your unique selling proposition, positioning your products above the competition.

4. Reduces Return Rates

Clear and detailed descriptions mean customers know exactly what to expect, reducing the likelihood of dissatisfaction and returns.

5. Builds Trust and Credibility

Accurate and transparent descriptions show that you care about your customers and the quality of your products, helping to establish trust.

8 Tips on How to Write a Product Description That Sells

Now that you understand why product descriptions matter, let's dive into actionable tips on how to write them effectively.

1. Speak the Language of Your Audience

Your product descriptions should speak directly to your audience’s needs and desires. Consider their pain points and how your product can help.

Example: For a luxury watch: “Make a statement with our premium timepiece, designed to complement your sophisticated lifestyle.”

2. Turn Features into Benefits

Instead of just listing product features, explain how they will improve your customer’s life or solve a problem.

Example: "Our noise-canceling headphones don’t just block out noise; they give you a peaceful listening experience anywhere you go."

3. Maintain a Consistent Tone

The tone of your product description should match your brand personality. Whether it’s formal, casual, or quirky, consistency builds trust.

Example: For a fun, youthful brand: “Add a splash of color to your wardrobe with our vibrant summer collection.”

4. Use Power Words

Power words trigger emotions and drive action. Words like "exclusive," "luxury," or "premium" can give your product a sense of urgency and value.

Example: "Indulge in luxurious comfort with our handpicked, organic cotton sheets.”

5. Make It Easy to Scan

Most online shoppers skim product descriptions. Use bullet points, headers, and short paragraphs to make your descriptions easy to scan.

Example:

• Feature 1: Ultra-soft fabric

• Feature 2: 100% eco-friendly

• Feature 3: Available in multiple sizes

6. Leverage the Power of Storytelling

Tell a story that resonates with your audience, connecting emotionally with them. This will make your product more memorable.

Example: “Every cup of our coffee takes you on a journey from the lush mountains of Colombia to your kitchen table.”

7. Optimize with Keywords

SEO is essential for increasing product visibility. Use relevant keywords, but don’t overstuff your descriptions.

Example: “Sustainable vegan leather boots for a cruelty-free, eco-conscious lifestyle.”

8. Show Off Social Proof

Include testimonials or reviews to show that other customers love your product. Social proof is a powerful motivator.

Example: “Over 1,000 customers trust our eco-friendly mattresses for a better night’s sleep.”

How to Write Product Descriptions Using AI Tools

If you're looking to speed up the process, AI-powered tools like Merlio can help you generate product descriptions quickly and efficiently. You simply input the product details, and the AI does the rest, making it easier to write compelling, SEO-friendly descriptions.

Best Product Description Examples

Here are three great examples of product descriptions that successfully blend benefits with persuasive language:

1. Hermès

Hermès keeps it simple, focusing on the lifestyle that their product evokes. Their descriptions are clear and emotional, showing the luxury and refinement of their products.

2. Casper

Casper’s product descriptions focus on benefits like comfort and relaxation, making their products desirable for anyone looking to improve their sleep quality.

3. Revlon

Revlon uses clear, benefit-driven language that positions their products as essential for beauty routines. Their descriptions highlight the ease of use and immediate benefits, which appeal to a broad audience.

Simple eCommerce Product Description Template

Here’s a quick template to help you create compelling product descriptions:

Hook Line: Grab attention with a compelling opening statement.

Key Features: List 3-5 key features of the product.

Emotional Connect: Show how the product fits into the customer’s life.

Social Proof: Include customer reviews or awards.

Call to Action: Encourage the customer to take action, like adding to the cart.

FAQ

Q1: What is the most important part of a product description?
A1: The most important part is clearly communicating the benefits of the product, not just its features. Show how it solves a problem or enhances the customer’s life.

Q2: How can I optimize my product descriptions for SEO?
A2: Use relevant keywords naturally in your descriptions, and focus on creating unique, valuable content that resonates with both search engines and potential buyers.

Q3: Should I use AI tools to write my product descriptions?
A3: AI tools like Merlio can help streamline the writing process and generate SEO-optimized descriptions quickly, saving you time while maintaining quality.

By following these strategies and using tools like Merlio, you can create product descriptions that truly sell. Ready to start writing?