How to write a good product description

The importance of a great product description cannot be understated. A well-written product description not only helps potential customers decide whether or not to buy your product, but it can also help increase the conversion rate. You can't just describe your product as "It comes in a box with a magnetic clasp and is $200!". The best product descriptions are clear, easy to read, and simple to follow.

A product description is a short description of your product that appears on the product detail page. It’s the first thing your visitors see when they visit your product page, and it’s an opportunity to sell your product quickly and effectively. Your product description is the first thing that users read when deciding whether to buy your product or not, so it’s critical that you get it right.

The goal of your product description is to communicate to your audience what your product does and why it’s worth buying. This isn’t as difficult as it might sound, as long as you know what to look for when writing your product description. Let’s take a look at some of the most effective strategies for crafting a compelling product description.

To help you along, here are three tips to follow.

Tailor messaging to your audience

When you write your product description, it’s important to keep in mind who your target audience is. What do they know about your product? What benefits do they want? What do they want to know before they buy?

Instead of writing about your product, consider what your target audience wants to know about it. What do people search for when they’re shopping for kitchen knives? What features are most important to them? Once you have a better understanding of your audience, you can tailor your product description to address their needs.

When you’re writing your product description, it’s important to keep in mind who you’re writing for. You need to address your target audience directly and use words and phrases that resonate with them. For example, if you’re marketing a weight loss product, you might say something like, "If you're tired of making excuses and want to finally lose weight, then you'll love our weight loss supplement." This is a clear, direct way of saying, "Hey woman in her mid-30s who's been trying to lose weight, this product is specifically designed to help you lose weight fast without making any excuses."

When you write your product description, don’t write for yourself. Write for your target audience. The purpose of your product description isn’t to express what you want; it’s to communicate to your audience why they should care about your product. The best way to do this is to figure out who your target audience is, and then write your product description from their perspective.

Use storytelling

There are a number of factors that go into creating a great product description, but one of the biggest is storytelling. By telling a story about your product, you’re creating a sense of anticipation in your reader. They want to learn what this thing is and how it’s going to help them, so giving them just the facts can feel a little flat. Instead, you should focus on showing and not telling.

For example, instead of telling a story about how your product is magical, you could tell a story about how your product helps people with a specific condition. That way, you’re showing how your product can help people in a particular circumstance. You can emphasize the benefits of your product and how well it works through a series of stories and examples. This shows that you understand your audience and comes across as more genuine than a list of features would. You’re not just selling a product here; you’re selling an ersatz sense of expertise and intimacy.

Explain how the product works in a simple way

There are a number of different ways to write good product descriptions, but the most important quality is to communicate exactly how your product works. This might seem obvious, but many product descriptions are vague or complicated. Instead, you want to describe your product in as simple and clear way as possible.

Product descriptions are a great way to showcase your product’s features, compare it to competing products, and capture customer attention. That’s why it’s important to write a great product description. Unfortunately, many sellers write product descriptions that don’t contain much information about the product. Instead, they rely on long lists of features and jargon that’s intended to impress but leaves the reader confused.

Conclusion

When you write a great product description, you’re helping to increase conversion rates. This is because a well-written product description is one of the top three factors that drives conversions. The other two are strong calls to action and great headlines.

Back to blog

It's Your Turn Now!

Book a FREE strategy call and learn how we can help you.