Top 20 Product Description Tips from the Pros

The top tip would be to break up your product description copy. This is especially important for web copy versus print copy, as research has shown web readers skim more than print readers. A good rule of thumb is no more than three sentences without a line break. Another great way to break up your copy is to use bullet points. They are especially helpful for describing product components, features, and specifications.

Your product description needs to strike a fine balance of focus between you (the business/product) and the prospective customer.

First, identify what YOU WANT to tell your audience; this may be the coolest features of the product or what differentiates your product from others. Then, identify what you know your AUDIENCE WANTS to know, which is, ultimately, how your product will make their lives easier. Finally, identify what you believe your audience NEEDS to know. This last step is the sweet spot – that beautiful “overlap” between your wants and the audience’s wants, which will guide the content you need to write.

Product descriptions should be uniquely tailored to each channel. If you reuse descriptions verbatim, Google will prioritize indexation of the most popular website – typically Amazon – and decrease the page rank of the other channels where the same exact text is used.

My biggest tip for writing product descriptions is to use “searched keywords” in a totally unique description. This is something I have done for my two websites and both have doubled traffic in the last year for both. For each product I add, I first research the keywords that visitors search with (use Google Keyword Planner, it’s free) and add them to a spreadsheet. Each column has a URL and the keywords I plan on using within that description. I then write a totally unique description of at least 500 words including those “searched keywords”. This is important for both one of a kind items and especially commodity items. This makes your product descriptions stand out to Google above all others and will help you gain better positioning over time for your products.

Besides the traditional best practices (buyer personas, turn features into benefits, etc.), you must also define and adhere to your brand’s tone of voice when crafting product descriptions. Customers want to know a company is human – that translates to your content. Your tone of voice differentiates you from your competitors and gives readers a strong impression of your brand’s culture and personality. To define your tone of voice, consider what you are and what you’re not. For example, do you want to inject humor or professionalism? Whatever personality path you chose, stay far, far away from industry jargon.

Since I own a cleaning company, I also sell some of the products that I use. The trick to creating good product descriptions is to be as detailed as possible. The more detailed you are, the fewer questions your customer will ask you. If you want your customers to still ask you questions, then you shouldn’t include all the information in your description, but just enough to make them ask you questions.

A key feature of any killer product description will inform the reader as to why they need this item and when they should use it. For example, if you are selling furniture, give a description of where each item would be best suited within the home; if interior designers recommend hanging a certain pair of curtains in the bedroom and suggest your best-selling couch would complement a minimalist décor, be sure to include this information in your product description. This is also your opportunity to explain why your product is better than the competition’s.

The most important factor in writing a used product description is to acknowledge that the product is used while assuring it is “as good as new.” Customers can tell when a seller is trying to pull one over on them. Therefore, it is best to be upfront about the used status, but relay why they are in fact getting a deal on price and value.

When you are selling a luxury item online, you don’t have the in-person high-touch customer care as you would in a store to be able to describe why this product has a certain price tag. In order to mimic that white glove service for e-commerce, it is important to paint a picture for the customer in order to secure the sale. The product description should create a visual experience, allowing the customer to imagine who and where they are when they are using the product. This provides your customers with the confidence that their luxury purchase is worthwhile, authentic, and beyond satisfactory before it lands on their doorsteps.

Instead of using manufacturer-provided product descriptions, write your own, creating unique copy that is both optimized for search engines, and “speaks” to customers in your own voice. For new products, make sure to do this right away, and manually submit a Google indexing request for a chance to rank on page #1. For larger stores with thousands of pages of established content, identify top revenue pages to re-write, and go from there.

Writing details that answer these 6 questions should be the first step in creating an effective product description. Who is the product for? What are the product’s basic details? Where would someone use this product? When should someone use the product? Why is this product useful or better than its competitors? How does the product work? This makes an effective template that covers the most important details shoppers are looking for in a product.

Like every other aspect of your website, product descriptions need to be split tested. Each website has its own unique personality, and you can use A/B split testing to determine which product description formats, tone of voice, and content work best for you. Your decisions should also include whether to use bullet points or a paragraph, or a mix of both. A/B split test tools like Google Optimize help determine what format works best for you.

It’s normal for consumers to feel guilt for spending money. By eliminating buyer’s guilt using certain keywords and phrases in your product description, it becomes easier to make the sale. Some ways to do this include letting them know that this is a one time offer, making them aware that your pricing is a bargain, and making the product sound exclusive and highlighting its multipurpose use.

Volusion merchant Model Roundup uses sense of humor to hold the customer’s interest in this particular item. With the right product, especially ones that are well known, it’s a good idea to connect with your customers by using popular slang, inside jokes, or insider knowledge particular to the brand. The humor serves as an ice breaker that also helps unsure potential buyers become more comfortable with the purchasing process.

Avoid using fluff phrases like “excellent product quality” or “wonderful design” that makes readers go “yeah, yeah, of course; that’s what everyone says.” When you feel like you’re running out of things to say, stick to factual information and keep away from superlatives that are merely subjective. Be specific as possible like Zappos’ product description for this pair of shoes that are comprised of verifiable technical details and benefits.

Product copy doesn’t have to be boring just because it is informative. Writing like an editor means allowing your product description to be story driven without taking away the facts, and instead be able to highlight it. This gives the write up a personal touch that can help buyers relate to the product. Let your product description inspire imagination from buyers by making it fun and appealing to the senses.

This product description of a coat makes use of ideal audience knowledge. LL Bean is aware of what its target market for this particular product wants (a weather repellant, warm coat) and doesn’t want (a coat that’s too heavy or noisy). This is an important factor in writing product descriptions. Potential buyers will always have concerns when attempting to buy products online, and by knowing what your target audience’s concerns are, you will be able to address them in the product description.

Some e-commerce stores are able to use themes with features in their product pages that allows for customization of display. The Cooper theme, a theme for WordPress sites, for example, can give you a drop down menu instead of taking up too much space to describe a single product with multiple variations. This makes it easier for customers to browse for options as they make their buyer’s journey. This also means that customers will stay longer on your site and have a better shopping experience.

In this example, Made.com lends credibility to its products by adding social proof in the description. Add a media box on the description showcasing bloggers, influencers, or publications that have featured your products. This will get buyers more comfortable with your product.

By letting your customers become immersed in a story within your product description, you show them the potential of what the product can do for them. The story in this example gives the dress a romantic flair and makes it more relatable as opposed to a bulleted, monotonous tone. Just be sure to keep the story within the scope of what’s possible. You don’t want to run the risk of getting bad feedback from disappointed clients.

Ready to write your own product descriptions now? Check out our step by step guide on how to write a product description that sells.