Skip to main content

Tips for Writing Product Descriptions That Sell

Learn how to write product descriptions that convert browsers into buyers. Explore proven strategies for creating irresistible product copy.

In the competitive world of e-commerce, product descriptions can make or break a sale. Mastering the art of writing product descriptions is crucial for small business owners, medium-sized companies, and large enterprises alike.

Product descriptions inform potential customers about the products and engage, persuade, and drive the ideal customer to purchase from your product pages.

Read on below to explore some of the essential tips for crafting product descriptions that sell, helping you boost your online visibility and enhance your brand's credibility.

What are product descriptions?

A product description is an editorial copy designed to convey a product's value with a strong product description to potential customers. It should clearly articulate what the product is, what it does, and why it’s worth buying directly on the product page where customers purchase it.

This applies to physical and digital products requiring a clear product description to highlight their unique benefits and functionalities.

A good product description is engaging, informative, and customer-focused.

For instance, a well-written product description of a water bottle might emphasize its durability, ergonomic design, and eco-friendly materials, all prominently displayed on the product page.

On the other hand, a bad product description might be vague, overly technical, or filled with jargon that doesn't resonate with the customer, ultimately leading to confusion and lost sales opportunities on the product page.

Why are product descriptions important?

A product description plays a crucial role in the success of an online business for a handful of reasons:

Role in SEO and online visibility

Well-crafted product descriptions can significantly enhance your search engine rankings. Incorporating relevant keywords can attract more organic traffic to your product pages.

Influence on customer decision-making

A good product description can persuade potential customers by addressing their needs and highlighting the product's benefits. It builds trust and helps them visualize how the product will improve their lives. Additionally, a well-crafted product description can justify price setting by clearly explaining the value and unique features of the product.

Impact on brand image and credibility

High-quality product descriptions that outline product features reflect positively on your brand, showcasing professionalism and attention to detail. Conversely, a poorly written product description can damage your brand's credibility.

Writing product descriptions is both an art and a science. It requires understanding your audience, highlighting the right features and benefits, using persuasive language, maintaining clarity and conciseness, and naturally incorporating keywords.

Each element is crucial in creating descriptions that inform, engage, and persuade target customers.

Focus on the target audience

First, you need to know your target customers. Start by gathering data on their age, gender, location, interests, and buying behaviors.

Determining your customers' demographics, preferences, and pain points will allow you to tailor your descriptions to resonate with them.

In addition, using language and a tone that appeals to your audience is critical.

For example, a product description aimed at young, tech-savvy consumers might include trendy phrases and highlight innovative features. In contrast, a description for an older audience might focus on ease of use and reliability.

Highlight key features and benefits

Effective product descriptions clearly distinguish between features and benefits. This distinction helps customers understand not just what the product is but how it can improve their lives.

Product features are the product’s attributes, while key benefits explain how those features improve the customer’s life.

For example, a laptop's long battery life might be a feature, and the benefit is that it allows the user to work uninterrupted for hours.

Use bullet points to list features for easy readability. Provide specific details that matter to the customer.

Always highlight how the product addresses specific customer pain points. For instance, noise-canceling headphones help users concentrate better in noisy environments.

Use persuasive language

The language you use in your product descriptions can significantly impact their effectiveness. Persuasive language can evoke emotions and prompt potential buyers to take action.

Use power words that evoke emotion and urgency, such as “exclusive,” “limited time,” “guaranteed,” and “proven.” These power words can make your descriptions more impactful to a potential customer.

End your descriptions with strong CTAs that encourage immediate action. Examples include “Buy Now,” “Order Today,” and “Add to Cart.”

Keep it clear and concise

Clarity and brevity are key to understanding how to write compelling product descriptions.

In today's fast-paced digital world, customers often skim through content quickly, making it essential that your product descriptions are straightforward and to the point.

Use simple language and short sentences to ensure your descriptions are easy to read and understand.

This approach improves readability and keeps your audience engaged, increasing the likelihood of absorbing key information about your product.

Incorporate keywords naturally

SEO is crucial for getting your products noticed online. However, it’s important to incorporate keywords naturally to maintain readability and avoid penalties.

When determining how to write product descriptions, research search engines and include relevant keywords in your descriptions without compromising readability. Keywords should flow naturally within the text.

Overloading your description with keywords can make it hard to read and may result in search engine penalties.

Long-tail keywords are more specific and often less competitive, making ranking higher in search results easier.

To captivate your audience, a product description should go beyond listing product features. They should tell a story through the description, use sensory words, and address the target audience's pain points to create a more engaging and persuasive narrative.

Storytelling techniques

Stories can make your product more relatable and memorable. They can connect emotionally with customers and highlight the product’s benefits in the real world.

Create a narrative around your product that highlights its benefits in a real-world context. For example, describe a scenario where your product solves a common problem.

Another way to write product descriptions that will take your sales to the next level is to use anecdotes or add customer reviews demonstrating how your product has positively impacted customers' lives.

Using sensory words and imagery

Engaging the senses is one way to write product descriptions.

Sensory words can make a product description more vivid and appealing, helping customers visualize and feel the product experience.

Use sensory language that appeals to sight, sound, taste, touch, and smell. For instance, “This moisturizer leaves your skin feeling silky smooth.”

You'll also notice that other product descriptions often use words like “crisp,” “smooth,” “aromatic,” and “vibrant” to create a more immersive experience for the reader.

Addressing customer pain points

Understanding and addressing customer pain points is critical for effective product descriptions. This approach shows customers that you understand their needs and have the solution.

Start by researching and identifying your customers' common problems. This can be achieved through customer surveys, reviews, feedback, and analyzing market trends.

Once you understand these pain points, you can craft a product description directly addressing these issues.

It's important to clearly explain how your product solves these problems, providing tangible benefits that resonate with your audience.

For example, if your customers frequently mention struggling with poor battery life in electronic devices, highlight how your product's extended battery life offers a practical and valuable solution.

Search Engine Optimization (SEO) is essential for driving traffic and increasing sales. Well-optimized product descriptions can improve your search engine rankings and attract potential customers.

By understanding how to write product descriptions, you can more effectively lead your target audience to your online store or website.

Importance of SEO in product descriptions

SEO is crucial in a product description. It enhances visibility in search engine results, attracting more potential customers to your product pages.

Improved visibility leads to increased traffic to your online store, which can significantly boost sales and effectively feed the top of your content marketing funnel.

Integrating SEO involves using relevant keywords naturally within the descriptions to maintain readability and engagement.

By balancing keyword use with quality content, you can ensure that you write great product descriptions that are search engine-friendly and appealing to customers.

Keyword research for product descriptions

Finding the right keywords can significantly boost your product’s visibility by ensuring it appears in relevant search results.

Use marketing tools like Google Keyword Planner, Ahrefs, or SEMrush to identify relevant keywords for your product. These tools can provide insights into what potential customers are searching for.

Focus on keywords with a good balance of search volume and competition to maximize your chances of ranking well in search engine results.

High search volume keywords can drive more traffic but often come with higher competition, so finding a balance is essential.

Additionally, consider using long-tail keywords, which are more specific and can attract highly targeted traffic, leading to better conversion rates.

Implementing these strategies within your catalog management practices ensures that your product pages are optimized for search engines and potential customers.

Structuring descriptions for SEO

Proper structure can improve readability and SEO. Organize your description with clear headers and subheaders to make scanning easy.

Write meta descriptions and use relevant tags to improve search engine rankings.

Practical tips and best practices

To maximize the effectiveness of your product descriptions, consider these additional tips:

  • Using bullet points and lists to break up text with bullet points to highlight key features and benefits.
  • Including customer reviews and testimonials such as positive reviews and testimonials can build trust and credibility.
  • Regularly updating product descriptions will help keep a product description up-to-date with the latest information and trends.

Mailchimp's tools and services can help you create and optimize product descriptions.

With Mailchimp, you can segment your audience, personalize your content, and automate your marketing efforts, ensuring that your product descriptions reach the right people at the right time.

Mailchimp provides the resources to drive sales and grow your business, from creating engaging email campaigns to analyzing customer data.

Share This Article