The right way to Write Good Product Descriptions

The eCommerce trade is booming—world on-line gross sales hit $5.8 trillion in 2023 and are anticipated to surpass $8 trillion by 2027, based on Statista^[1]. However right here’s the problem: attracting guests to your retailer is just half the battle—getting them to click on “Purchase Now” is the place the true work begins.

When you’re a time-strapped enterprise proprietor, crafting compelling product descriptions may really feel overwhelming. You understand they matter, however you don’t have hours to spend on creating every meticulous description. 

We have now put collectively a information that will help you be taught some confirmed frameworks to jot down good product descriptions that have interaction, persuade, and drive extra gross sales, with out spending hours on each. Let’s dive in. 

Good vs Poor Product Descriptions

A product description ought to do extra than simply checklist options—it’s about serving to prospects see the worth of what they’re shopping for. The perfect descriptions are clear and fascinating, highlighting the product’s real-life advantages.

Take Nike’s Air Zoom Pegasus 41 for example. Its product web page doesn’t simply say, “This can be a operating shoe.” As an alternative, it focuses on the expertise. Discover these parts of the outline:

• Really feel the distinction: “Responsive cushioning within the Pegasus supplies an energized experience for on a regular basis street operating.”
• Constructed for efficiency: “Improved engineered mesh on the higher decreases weight and will increase breathability.”

The outline makes the product tangible—the consumer can visualize and really feel the consolation, help, and responsiveness offered by the shoe.

Nonetheless, not all merchandise want a protracted and detailed rationalization. Typically, the picture does a lot of the promoting as a result of it clearly reveals what the product is and who it’s for, and the outline wants to strengthen key particulars.

Different occasions, a well-written description is important for much less acquainted or extra complicated merchandise to assist prospects perceive what they’re shopping for.

Take into account a conveyable espresso maker, as an illustration. Since it’s a distinctive product, prospects might not know the way it works, so the outline ought to information them. Let’s take a look at this case:

Every of the examples above demonstrates how the operate of a well-crafted product description is to offer the consumer with precisely the data they want—no extra, no much less.

In distinction, a poorly written product description does the precise reverse: it leaves out important data or supplies an excessive amount of pointless data; it doesn’t reply necessary questions prospects might have; and it fails to color an image of the product, its options, and the advantages it’s going to carry to the shopper’s life.

The Hidden Value of Poor Product Descriptions

A product description is the bridge between curiosity and conversion. When executed proper, it reassures consumers and drives gross sales. However when it falls brief, the results go a lot past a misplaced buy.

Prospects Gained’t Purchase What They Don’t Perceive

87% of shoppers say product content material is essentially the most essential issue when making buying choices on-line^[2]. Since internet buyers can’t bodily see, contact, or check the product, they depend on descriptions to fill within the gaps. They gained’t really feel assured sufficient to buy in case your product copy is imprecise or incomplete.

Unhealthy Descriptions Result in Increased Return Charges

Prospects usually tend to return merchandise if the descriptions don’t match the gadgets. And returns are costly—U.S. customers despatched again $890 billion value of products in 2024, affecting earnings, stock, and logistics^[3]. Worse but, 87% of customers are unlikely to repeat purchases in the event that they really feel misled by inaccurate product particulars.

Weak Copy Can Value You

Consumers don’t simply depart after they encounter poor product descriptions—they take their enterprise elsewhere. 85% of consumers say product data and photos affect their shopping for choices, that means in case your rivals present clearer, extra compelling descriptions, they’ll win the sale as a substitute^[4].

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Optimizing your product descriptions is without doubt one of the easiest, most cost-effective methods to spice up income. Whereas it does contain refining your phrases, you don’t have to be an skilled copywriter or marketer to see a big payoff from the trouble.

The hot button is understanding your viewers and confidently giving them the appropriate data to buy. Right here’s a easy five-step framework that will help you do that successfully.

A 5-Step Framework for Writing Excessive-Changing Product Descriptions

Step 1: Lead With Your Buyer’s Important Profit

Prospects don’t purchase merchandise—they purchase options to their issues.

That’s why your product description ought to begin with essentially the most compelling profit: What does it do for them? A espresso maker isn’t nearly brewing espresso—it’s about saving time within the morning. Trainers aren’t nearly supplies—they’re about consolation and endurance on lengthy runs.

Take into account these questions earlier than drafting your product description:

• Who can be utilizing this product?
• Who’s making the acquisition resolution?
• What issues most to them (design, sturdiness, or usability)?
• How does this product remedy an issue or enhance their life?

Then, use sensory phrases in your copy to color a vivid image of how the product feels, appears, smells, sounds, and tastes (if relevant) when used. This can assist prospects visualize proudly owning the product and experiencing its advantages, making it extra tangible and fascinating.

Right here’s a easy template to observe:

[insert product name] is the [adjective] resolution for [target audience]. Designed to [solve a problem/improve life], this [product type] will make your [daily activity] extra [benefit].

Instance:

The CloudRest Pillow is the final word resolution for aspect sleepers. This reminiscence foam pillow can present optimum neck and shoulder help, making your nights extra comfy and restful.

Professional Tip: When testing your copy, use the “So what?” methodology. After every level, ask your self, “So what?” to evaluate its relevance and worth.

For instance:

Noise-Canceling Headphones:

“Outfitted with superior noise-canceling expertise.”

So what? “Ensures you possibly can absolutely immerse your self in your music or calls with out distractions.”

Ergonomic Workplace Chair:

“Constructed with a contoured backrest and adjustable armrests.”

So what? “Keep comfy throughout lengthy work hours with a contoured backrest that helps your backbone and adjustable armrests that cut back shoulder pressure.”

Step 2: Use Compelling Phrases to Drive Motion

Your product description ought to persuade consumers to take motion. It ought to compel them to click on the “Add to Cart” button, not simply scroll previous it.

One efficient method to do that is through the use of emotional phrases that faucet into your prospects’ wishes and motivations. Analysis reveals that emotionally charged language is more practical at triggering motion than info or knowledge alone.

The Wheel of Emotion is a device that categorizes feelings into main emotions equivalent to happiness, unhappiness, anger, disgust, shock, unhealthy, and concern. Understanding this emotional spectrum may also help you select phrases that resonate deeply together with your viewers.

Together with efficient phrases can evoke a stronger emotion in your viewers and drive them to take motion. 

In keeping with promoting legend David Ogilvy, sure phrases can considerably improve the influence of your descriptions. He recognized 20 of essentially the most persuasive phrases in advertising, that are nonetheless broadly used in the present day.

Equally, Jon Morrow has compiled a checklist of energy phrases that may promote nearly something by evoking robust feelings and making messages extra compelling.

Step 3: Assist With Important Specs

When you’ve hooked your prospects with the principle profit, reaffirm it with important specs. These key options or traits differentiate your product from others and help its claims.

Take into account these examples:

• Laptop computer: battery life, processing pace, storage capability
• Sneakers: materials, traction, breathability
• Skincare merchandise: substances, advantages for various pores and skin varieties or issues

These specs or options present a extra detailed overview of the product’s capabilities and reinforce its worth. Use bullet factors or brief sentences to make it simple to scan and digest.

Right here’s a template you need to use for organizing your product options:

• High quality: Made with [durable material]
• Efficiency: Options [advanced technology]
• Design: Obtainable in quite a lot of [color, size, or style] choices
• Comfort: Consists of [accessory or add-ons]

Instance:

The Contour Professional Laptop computer Backpack is made with water resistant nylon. It incorporates a built-in USB charging port for comfort, and its contoured again panel supplies most consolation and help. Obtainable in three shade choices—black, grey, and navy blue.

Step 4: Make Your Copy Sound Human and Pure

Whereas persuasive and descriptive language is important, protecting your tone conversational and pure is equally necessary. Keep away from utilizing technical jargon or overly formal language which will intimidate or confuse your prospects..

As an alternative, write such as you’re having a dialog with a buddy. This can make your product description extra relatable and fascinating. Utilizing private pronouns like “you” and “your” creates a way of reference to the reader and makes them really feel such as you’re talking on to them. You may even inject some humor if applicable on your model and viewers.

One easy approach to know in case your copy sounds human is to learn it out loud. If it feels awkward or unnatural, take into account rephrasing or simplifying the language.

It’s also possible to use a device like Hemingway App to verify the readability of your copy and make mandatory changes. Goal for a grade degree of 8 or decrease to make sure that your product description is simple to grasp for many readers.

Then, verify for grammar and spelling errors. These might look like minor particulars, however they’ll considerably influence the credibility of your model and product. Use instruments like Grammarly to assist catch any errors.

Step 5: Shut With a Clear Name-to-Motion

After you’ve described your product and its advantages, keep in mind to incorporate a transparent Name-to-Motion (CTA). A robust CTA guides prospects in the direction of the subsequent step–whether or not that’s to purchase or be taught extra.

Listed below are some finest practices for efficient CTAs:

• Make your CTA stand out: Use measurement, distinction, and white area to distinguish your CTA from surrounding content material. This helps customers know precisely the place to click on.
• Use action-driven language: Give attention to verbs that encourage motion. Phrases like “Store now” or “Add to cart” are direct and motivating.
• Take a look at shade and form: Colours influence conversions. Take a look at totally different colours to seek out one which stands out however nonetheless aligns together with your model. Experiment with totally different button shapes, like rounded edges, to see what resonates.
• Make sure the textual content is seen however not overpowering: CTA textual content ought to be massive sufficient to learn at a look however not overwhelming. Verify the way it seems on totally different gadgets and browsers.
• Maintain it brief and clear: Goal for 2 to 5 phrases. Readability beats cleverness. Create a number of touchdown pages to spotlight totally different points of your provide as wanted.
• Guarantee accessibility: Use high-contrast textual content, clear button labels, and responsive design to make sure readability on all gadgets, together with for customers with visible impairments.
• Create urgency: Time-sensitive phrases like “Restricted Supply” or “Ends Quickly” can drive customers to behave sooner.
• Place it above the fold: Customers ought to see your CTA with out scrolling. Distinguished placement reduces friction and will increase conversions.
• Spotlight the profit: Reinforce what customers acquire by clicking. Whether or not it’s a reduction, free trial, or unique entry, make the profit clear in your CTA.
• Use supporting textual content: Add useful cues like “No bank card required” or “30-day free trial,” to scale back friction.
• Restrict decisions: Focus your CTA on one clear motion. Too many choices can confuse customers and cut back conversions.

Constructing Belief By way of Product Descriptions

Product descriptions may be an efficient method of constructing belief with potential prospects. Individuals are more likely to purchase from a model they belief. A well-written product description may also help set up that belief.

Listed below are some methods you possibly can construct belief by your product descriptions:

Embrace Validation and Social Proof

A New Emplifi examine reveals that 90% of customers depend on buyer scores and opinions when buying^[5]. Social proof is a robust motivator that influences client conduct, validates your product claims, and highlights its reputation amongst different prospects.

Listed below are six several types of social proof that you need to use:

Consumer-Generated Content material (UGC):

These are images, movies, or written opinions out of your prospects or well-known personalities.

Evaluations:

Evaluations are just like the extra goal model of testimonials. They work effectively for extremely technical merchandise or in aggressive industries.

Case Research:

Case research present an in-depth take a look at how your product has helped a buyer remedy an issue or obtain success.

Belief Seals and Certifications:

These are badges or symbols from acknowledged authorities that guarantee prospects of your product’s high quality, security, and safety.

• Belief icons: You may add model or firm logos that use your services or products to construct belief and credibility with prospects who’re acquainted with these manufacturers.
• Gross sales knowledge: Use numbers, figures, or greenback quantities to show authority and your product’s success out there.

Moreover, there are numerous locations the place you possibly can place your social proof, equivalent to:

• Checkout web page: Friction at checkout can spoil a sale. Putting buyer scores and opinions on the checkout web page may also help alleviate doubts and improve conversions.
• Product web page: That is the most typical place to showcase social proof, equivalent to scores, opinions, case research, or UGC, to persuade prospects to buy.
• House web page: Use a carousel or part on your property web page to spotlight best-selling merchandise or top-rated gadgets with excessive scores and opinions.
• Touchdown pages: When you’re operating focused campaigns for particular merchandise, add related social proof on that touchdown web page to spice up its effectiveness.
• Pop-ups: You need to use pop-ups triggered by exit-intent expertise to show last-minute offers or particular presents backed by social proof to encourage prospects to finish their purchases.
• Signal-up varieties: When you’re utilizing e mail advertising or lead technology, add social proof in your sign-up varieties to extend belief and encourage extra sign-ups.
• Web site sidebar: Place a widget or hyperlink to your social media platforms the place prospects can view extra user-generated content material and opinions.

Add Supporting Technical Particulars

Whereas highlighting your product’s advantages and options is important, offering technical particulars may construct belief with potential prospects.

Take this instance from Hydro Flask.

This instance features a detailed description and tabs for specs, opinions, and guarantee data. Whereas some might discover all of these further tabs and data pointless, it’s these little particulars that add the weather of an efficient product description for his or her prospects. They supply particulars and reassurance that assist their prospects really feel knowledgeable and comfy.  

Some technical particulars you possibly can add embrace:

• Dimensions: For bodily merchandise, present correct dimensions to provide prospects an concept of measurement and match.
• Supplies used: This data is important for sure merchandise, particularly if they’re natural, eco-friendly, or hypoallergenic.
• Security certifications: If relevant, embrace any security certifications your product has obtained to guarantee prospects of its high quality and security.
• Guarantee data: In case your product comes with a guaranty or assure, clearly state the small print to instill confidence in your product’s sturdiness.
• Directions and specs: In case your product is complicated or requires particular directions, embrace them within the description to show your experience and information.

Use a Belief Badge

On-line buying has grown tremendously previously few years, with 62% of shoppers buying on-line as soon as per week and 29% doing it 2-3 occasions weekly, however so have on-line scams and frauds^[6].

A belief badge may also help alleviate buyer fears and issues by demonstrating that your web site is safe and reliable. Some widespread varieties of belief badges embrace:

• Safety belief badges: These badges reassure prospects that your web site is secure and their knowledge is safe. They usually point out SSL certification or encryption compliance. Displaying one can forestall browser safety warnings and construct belief throughout checkout.
• Cost badges: These badges present accepted fee strategies, aligning your enterprise with trusted suppliers like Visa, PayPal, and Apple Pay. They’re normally free and generally positioned close to fee fields on checkout pages.
• Endorsement badges: Awarded by respected third events like Google or the Higher Enterprise Bureau, these badges sign credibility and trustworthiness. Companies usually show them in web site footers to showcase total model legitimacy.
• Coverage-specific badges: These embrace free delivery, money-back ensures, and free returns, serving to prospects really feel assured of their purchases. Since they don’t require third-party approval, companies can simply add them to checkout pages or footers.

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Deal with Frequent Objections

In keeping with Forrester analysis, 53% of U.S. internet buyers will abandon their buy if they’ll’t shortly discover a solution to their query^[7]. These questions usually come up from widespread objections they’ve earlier than shopping for.

A easy approach to deal with these issues is to incorporate them in your product description or a Regularly Requested Questions (FAQ) part. Verify buyer opinions from Reddit, Google Evaluations, Amazon, and different boards to see what points or questions prospects generally have about your product or different merchandise like yours.

Search engine marketing Greatest Practices Made Easy

If you would like your merchandise to rank effectively in search, you’ll want to weave the appropriate key phrases into your product descriptions. Understanding write Search engine marketing-friendly product descriptions is a precious ability to be taught.

Use key phrase analysis instruments like Ahrefs or Semrush to seek out phrases and phrases individuals are trying to find. Ideally, you’ll goal lengthy phrases with decrease competitors however greater search quantity. This provides you with a greater probability of rating greater in search outcomes.

For instance, as a substitute of “gaming chair,” a greater phrase can be “ergonomic gaming chair with lumbar help” to succeed in individuals on the lookout for that precise characteristic.

Then, select key phrases based mostly on consumer intent, which is the aim behind a search. There are 4 varieties of consumer intent.

Varieties of Consumer Intent

1. Informational: 

That is the stage the place customers are simply on the lookout for solutions to some higher-level questions. Key phrases like “how to decide on a gaming chair” imply somebody is simply gathering data.

2. Industrial:

At this stage, customers wish to buy one thing however don’t know which firm they’re shopping for from but. Key phrases like “finest gaming chairs for again help” present they’re evaluating choices.

3. Navigational:

This subsequent part of the customer journey, the place the consumer has determined to buy a product and is on the lookout for the ultimate price + particular subcategory + opinions of the product earlier than buy. Key phrases like “Secretlab Titan Evo evaluation” imply they already know what they need.

4. Transactional:

Within the last stage of the customer journey, customers in a transactional stage are conscious of the answer they’re on the lookout for and certain have already researched choices and types. Key phrases like “purchase gaming chair on-line” imply they’re able to buy.

To spice up gross sales, deal with business, navigational, and transactional key phrases—these customers are already nearer to purchasing. However, if you happen to nonetheless need to entice these researching, take into account writing weblog posts or guides to teach them and construct belief in your model.

Cell-First Product Description Methods

World cell commerce is increasing quickly at a 29% progress charge, capturing 7% extra accomplished funds than conventional eCommerce^[8]. With 70% of consumers saying it saves time and presents comfort for on-the-go purchases, optimizing product descriptions for cell is extra important than ever.

One sensible strategy is utilizing the Pyramid Precept, a communication methodology created by McKinsey guide Barbara Minto. This system helps make product descriptions clearer and simpler to scan on cell screens.

Right here’s the way it works:

• Begin with a brief, compelling description on the prime of the product web page.
• Present detailed data under for patrons who need to be taught extra.

This methodology improves readability by:

• Highlighting key particulars upfront
• Guaranteeing a logical, easy-to-follow construction
• Making descriptions fast to scan on cell screens

Together with structured content material, typography performs a vital position in readability. Comply with these finest practices:

• Font measurement and line size: Maintain 30–40 characters per line for higher readability.
• Spacing: Use 10–20% spacing to enhance textual content interplay.
• Shade distinction: Guarantee excessive distinction between textual content and background for simple studying.
• One typeface: Keep on with a single font to take care of a clear {and professional} look.

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Conclusion

An important product description does extra than simply inform—it connects, persuades, and sells. Begin by understanding your target market and their wants, then use the five-step framework to craft descriptions that resonate and convert.

Subsequent, optimize your copy for Search engine marketing and cell gadgets to succeed in much more potential prospects. Lastly, don’t overlook to A/B check to see what works finest on your viewers. Keep in mind, your product description is commonly the ultimate push a buyer wants earlier than buying, so make investments effort and time into creating participating and reliable content material.

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FAQs

Can I copy a product description from a competitor?

No, copying a competitor’s product description can result in authorized points and hurt your model’s credibility. As an alternative, create distinctive, compelling descriptions highlighting your product’s advantages. Authentic content material additionally improves Search engine marketing and buyer belief.

How lengthy ought to my product descriptions be?

There’s no onerous and quick rule. However your product description ought to be lengthy sufficient to tell, however brief sufficient to remain participating.

For instance, a $15 scented candle wants a short spotlight, whereas a $1,500 espresso machine requires detailed specs. Steadiness readability and conciseness to assist prospects determine.

The right way to write description for a product?

Give attention to readability, advantages, and engagement. Spotlight key options, clarify how the product solves an issue, and use persuasive language. Maintain it concise however informative. A superb description solutions buyer questions and makes them need to purchase.

References

1. Gelder, Koen V. “E-Commerce Worldwide – Statistics & Information | Statista.” Statista.Com, 4 Mar. 2025, www.statista.com/subjects/871/online-shopping/.
2. “Product Web page Statistics Each Ecommerce professional Ought to Know (2025 Replace).” eCommerce Development Platform and Consulting, Convertcart, 22 Nov. 2024, www.convertcart.com/weblog/ecommerce-product-page-statistics.
3. Dickler, Jessica. “Returns Are an $890 Billion Drawback for Retailers.” NBCNews.Com, NBCUniversal Information Group, 8 Dec. 2024, www.nbcnews.com/information/us-news/retail-returns-890-billion-problem-rcna183359.
4. “Suppose with Google – Uncover Advertising Analysis & Digital Tendencies.” Google, Google, www.thinkwithgoogle.com/consumer-insights/consumer-trends/product-information-preference-statistics/. Accessed 15 Apr. 2025.
5. Lukes, Jordan. “Emplifi Reveals Practically 90% of Shoppers Say Buyer Scores and Evaluations Have the Greatest Impression on Buying Selections.” World Press Launch & Newswire Distribution Companies, Enterprise Wire, 28 Feb. 2023, www.businesswire.com/information/dwelling/20230228005207/en/Emplifi-Reveals-Practically-90-of-Shoppers-Say-Buyer-Scores-and-Evaluations-Have-the-Greatest-Impression-on-Buying-Selections.
6. Hooda, Khyati. “100+ Highly effective On-line Procuring Stats Each Retailer Ought to Know [2024].” Key phrases In every single place Weblog, 26 Sept. 2024, keywordseverywhere.com/weblog/online-shopping-stats/.
7. Leggett, Kate. “Your Prospects Don’t Need to Name You for Assist.” Forrester, 18 July 2017, www.forrester.com/blogs/16-03-03-your_customers_dont_want_to_call_you_for_support/.
8. Mori, Karan. “Why Is M-Commerce Rising as a World Pattern?” Magneto IT Options, 22 Sept. 2023, magnetoitsolutions.com/infographic/why-mcommerce-emerging-as-global-trend.