Have you ever looked through an online store and been totally bored by the descriptions of the products?
One of the biggest mistakes people make in eCommerce today is writing product descriptions that are too short or too long. Great images can get people’s attention, but words are what convert visitors into buyers.
It’s not enough to stuff product descriptions with trendy terms or list general specs in order to get people to buy. It’s about showing people what’s in it for them, easing their problems, and making an experience that makes them want to click “add to cart.” Here in this blog, we’ll show you how to write real product descriptions that get people interested and increase sales.
Why Product Descriptions Matter More Than You Think
87% of buyers say that the content of a product is an important factor in their choice to buy. A good explanation can answer important questions, get past complaints, and show people why they need your product.
- Your description should act as your online salesperson.
- Show what the product can do for you, not just what it can do.
- Deal with the problems or wants of the customer.
- Develop a relationship with your viewers.
- Improve your search engine ranking without sounding like a robot.
You can keep people in your shopping cart longer, get more people to buy, and even build brand trust with good product descriptions.
What makes an actual product description convincing?
It’s important to know what makes a good product description better before you begin to learn how to write them. The goal is easy: get people who are just looking to buy. What about doing it consistently?
The best product descriptions do more than just list benefits; they also try to guess how the customer will feel about the product. They deal with mental causes, get rid of doubt, and make things clear. 56% of online shoppers leave their shopping carts because they can’t find enough information about the item. That means that if your description isn’t good, half of the people who might buy from you might leave.
Your product description is the link between people who are interested and people who want to buy.
The right thing to build that bridge on is this,
Clarity: Descriptions that are easy to understand keep people from getting lost and stop them from dropping off.
Relevance: Making your message fit the buyer’s needs or way of life shows that you know what they’re going through.
Trust: People are more likely to buy from you if you sound like an expert.
Value: People want to know, “What’s in it for me?” This is always what your writing should do.
Another important factor usually overlooked? Tone. The style of your brand needs to meet what the customer wants. A more professional and helpful tone might work well for tech or healthcare tools, while a more fun and casual tone might work well for a lifestyle brand.
Take 5 minutes to think about your perfect customer again before you write. Is it luxury they want or something useful? Speed or ease of use? It is easier to write copy that sticks with people if you know what their top goals are.
Starting with the basics, we will look at how to write interesting descriptions one step at a time.
1. Before you write a word, you should know who you’re writing for
Before you write something down or hit your keyboard, ask yourself-
- Who do I want to talk to?
- In what way does this product help them?
- What language or tone speaks to my dream customer?
A person who buys beauty products might care more about natural ingredients and quick results, while a person who buys tech products may care more about performance ratings and ease of use. If you write with these needs in mind, your account will feel more personal and convincing.
As a quick tip, look at your competitors’ ads or reviews to find out what problems a lot of people are having. These insights can help you shape your message and deal with buyers’ doubts right away.
2. Think about the benefits, not just the features
There are benefits and features of a product. Benefits tell the customer why they should care about the product. People who buy from you want to know how their lives will get better after they make a purchase.
For example:
Feature-focused: “Stainless steel water bottle with 1-liter capacity.”
Benefit-focused: “Keep your drinks ice-cold for 24 hours with our ultra-durable stainless steel bottle perfect for long hikes or busy workdays.”
Customers can easily see how your product adds value to their lives when you connect features to everyday applications.
3. Make the customer the hero of your story
One of the best ways to sell something is to tell a story. As you list the product’s features, try to picture how it will fit into the life of your user.
Think about it:
- What kind of situation will the goods make better?
- How does it help them or meet their needs?
Say, “Imagine waking up to a properly made cup of coffee without having to get out of bed at all.” You can start your day the way you want with our smart coffee maker that links to your phone.
By sharing stories, you appeal to people’s emotions and help them imagine themselves enjoying your goods.
4. Handle Potential Objections In Advance
Is your offering more expensive than those of your competitors? Do you need to put it together? Prepare for concerns and answer them straight in the description.
For example: “Are you worried about setting up? It will only take you 10 minutes with our clear directions and helpful customer service team.
Transparency builds trust and keeps customers from leaving their carts because they don’t have answers to their questions.
5. Make Your Formatting Easy to Scan
Most people who shop don’t read long blocks of text. Use these to break up your product descriptions-
- Short sentences.
- Bullet points for important parts.
- Make the subheadings easy to read.
79% of people who use the Internet scan pages instead of reading them word for word, according to the Nielsen Norman Group. You can help people quickly learn important things by making your material scannable.
Example of a structure:
- Market name and tagline
- Short explanation based on benefits
- Important parts (bullet points)
- More advantages of a story
- Size and technical details
- FAQs (if you need them)
- “Call to action”
6. Search Engine Optimization
Don’t forget about search engines when you’re writing for your readers. This approach not only makes it easier for people to find your goods, but it also helps you get the right kind of traffic, ready-to-buy customers.
- Keywords that are relevant to the description (product type, unique features, use cases) should show up easily.
- Long-tail terms that fit the searcher’s purpose, like “waterproof hiking backpack with laptop compartment.”
- Meta names and alt text for product pictures that are descriptive.
7. Use Certifications and Social Proof to create Credibility
People want to know that your product does what you say it does. You can give them trust by using social proof in your explanation.
For example:
- Quotes or star reviews from past customers.
- Industry labels like “Certified organic” or “FDA-approved products”
- High-profile endorsements.
New users are more likely to buy when other people have already done so.
8. Write in the voice of your brand
Could you describe your brand as more serious and authoritative or lighthearted and fun? Make sure that you incorporate brand-tailored descriptions along all your online products to ensure a stronger, more cohesive message.
As an example:
- The dress you didn’t know you needed for Friday night is what a clever fashion brand might call it.
- A high-end brand might say something fancy like, “Made with quality cashmere for unmatched comfort and style.”
- Customers will remember your business and stay loyal if you are consistent.
9. Make sure there is a strong call to action
Don’t think that people will know what to do next. Make sure there are clear calls to action to get people to buy. The right call to action (CTA) can be what a customer needs to make up their mind.
Such as:
- “Get yours today while supplies last!”
- “Order today to sleep better and wake up refreshed.”
- “Add to Cart to Get Free Shipping on Your First Order.”
10. Check, research, and improve
You might find ways to make your statement better later, even if it’s great the first time. You can find out what works best for your readers by A/B testing different explanations. Over time, small changes can make a big difference in sales. You can keep track of-
- Rates of conversion for each product page.
- Changes in people leaving their shopping carts.
- Customer comments about how clear the product was.
Wrapping It Up
Writing interesting product descriptions isn’t just about telling people what you’re selling; it’s also about selling an experience and earning their trust. Focusing on benefits, solving concerns, and making sure your site works best for people and search engines can turn people who are just looking into something into loyal customers.
Don’t forget that the descriptions of your products are like a sales team that works for you. Make sure they’re working as hard as you are.
