The right way to Write Good Product Descriptions

The eCommerce business is booming—international on-line gross sales hit $5.8 trillion in 2023 and are anticipated to surpass $8 trillion by 2027, in response to 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.

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

Now we have put collectively a information that can assist you study some confirmed frameworks to put in writing 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 record options—it’s about serving to clients see the worth of what they’re shopping for. The very best descriptions are clear and fascinating, highlighting the product’s real-life advantages.

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

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

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

Nonetheless, not all merchandise want an extended and detailed clarification. Generally, the picture does many of the promoting as a result of it clearly reveals what the product is and who it’s for, and the outline wants to bolster key particulars.

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

Take into account a conveyable espresso maker, as an example. Since it’s a distinctive product, clients 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 perform of a well-crafted product description is to offer the patron with precisely the knowledge they want—no extra, no much less.

In distinction, a poorly written product description does the precise reverse: it leaves out important info or offers an excessive amount of pointless info; it doesn’t reply essential questions clients might have; and it fails to color an image of the product, its options, and the advantages it should convey to the client’s life.

The Hidden Price of Poor Product Descriptions

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

Clients Received’t Purchase What They Don’t Perceive

87% of shoppers say product content material is essentially the most essential issue when making buying selections on-line^[2]. Since web shoppers can’t bodily see, contact, or take a look at the product, they depend on descriptions to fill within the gaps. They received’t really feel assured sufficient to buy in case your product copy is obscure or incomplete.

Unhealthy Descriptions Result in Larger Return Charges

Clients usually tend to return merchandise if the descriptions don’t match the objects. 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 Price You

Buyers don’t simply depart once they encounter poor product descriptions—they take their enterprise elsewhere. 85% of consumers say product info and footage affect their shopping for selections, that means in case your opponents present clearer, extra compelling descriptions, they’ll win the sale as a substitute^[4].

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Optimizing your product descriptions is among the easiest, most cost-effective methods to spice up income. Whereas it does contain refining your phrases, you don’t should be an professional copywriter or marketer to see a major payoff from the trouble.

The bottom line is understanding your viewers and confidently giving them the correct info to buy. Right here’s a easy five-step framework that can assist you do that successfully.

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

Step 1: Lead With Your Buyer’s Major Profit

Clients 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 might be utilizing this product?
• Who’s making the acquisition determination?
• What issues most to them (design, sturdiness, or usability)?
• How does this product clear up 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. It will assist clients visualize proudly owning the product and experiencing its advantages, making it extra tangible and fascinating.

Right here’s a easy template to comply with:

[insert product name] is the [adjective] resolution for [target audience]. Designed to [solve a problem/improve life], this

Instance:

The CloudRest Pillow is the last word resolution for facet sleepers. This reminiscence foam pillow can present optimum neck and shoulder help, making your nights extra snug 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:

“Geared up with superior noise-canceling expertise.”

So what? “Ensures you’ll be able to totally 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 snug throughout lengthy work hours with a contoured backrest that helps your backbone and adjustable armrests that scale 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 approach to do that is through the use of emotional phrases that faucet into your clients’ needs and motivations. Analysis reveals that emotionally charged language is more practical at triggering motion than information or information alone.

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

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

In accordance with promoting legend David Ogilvy, sure phrases can considerably improve the affect of your descriptions. He recognized 20 of essentially the most persuasive phrases in advertising and marketing, that are nonetheless broadly used right this moment.

Equally, Jon Morrow has compiled a record of energy phrases that may promote virtually something by evoking sturdy feelings and making messages extra compelling.

Step 3: Assist With Important Specs

When you’ve hooked your clients 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: elements, advantages for various pores and skin varieties or considerations

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

Right here’s a template you should 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: Contains [accessory or add-ons]

Instance:

The Contour Professional Laptop computer Backpack is made with waterproof nylon. It encompasses a built-in USB charging port for comfort, and its contoured again panel offers 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, maintaining your tone conversational and pure is equally essential. Keep away from utilizing technical jargon or overly formal language which will intimidate or confuse your clients..

As an alternative, write such as you’re having a dialog with a good friend. It will 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’ll be able to even inject some humor if applicable on your model and viewers.

One easy technique 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.

You can even use a device like Hemingway App to verify the readability of your copy and make vital 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 appear to be minor particulars, however they will considerably affect 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, bear in mind to incorporate a transparent Name-to-Motion (CTA). A powerful CTA guides clients in direction of the subsequent step–whether or not that’s to purchase or study extra.

Listed below are some finest practices for efficient CTAs:

• Make your CTA stand out: Use dimension, 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 affect conversions. Take a look at totally different colours to search out one which stands out however nonetheless aligns along 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 giant sufficient to learn at a look however not overwhelming. Verify the way it seems on totally different gadgets and browsers.
• Maintain it quick and clear: Goal for 2 to 5 phrases. Readability beats cleverness. Create a number of touchdown pages to spotlight totally different facets of your supply 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 quicker.
• Place it above the fold: Customers ought to see your CTA with out scrolling. Outstanding 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 selections: Focus your CTA on one clear motion. Too many choices can confuse customers and scale back conversions.

Constructing Belief Via Product Descriptions

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

Listed below are some methods you’ll be able to construct belief by way of your product descriptions:

Embody Validation and Social Proof

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

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

Consumer-Generated Content material (UGC):

These are pictures, movies, or written evaluations out of your clients or well-known personalities.

Critiques:

Critiques are just like the extra goal model of testimonials. They work nicely 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 clear up an issue or obtain success.

Belief Seals and Certifications:

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

• Belief icons: You’ll be able to add model or firm logos that use your services or products to construct belief and credibility with clients who’re accustomed to these manufacturers.
• Gross sales information: Use numbers, figures, or greenback quantities to reveal authority and your product’s success out there.

Moreover, there are numerous locations the place you’ll be able to place your social proof, equivalent to:

• Checkout web page: Friction at checkout can smash a sale. Putting buyer scores and evaluations on the checkout web page will help alleviate doubts and improve conversions.
• Product web page: That is the most typical place to showcase social proof, equivalent to scores, evaluations, case research, or UGC, to persuade clients to buy.
• Residence web page: Use a carousel or part on your house web page to spotlight best-selling merchandise or top-rated objects with excessive scores and evaluations.
• Touchdown pages: In case you’re working focused campaigns for particular merchandise, add related social proof on that touchdown web page to spice up its effectiveness.
• Pop-ups: You should utilize pop-ups triggered by exit-intent expertise to show last-minute offers or particular affords backed by social proof to encourage clients to finish their purchases.
• Signal-up kinds: In case you’re utilizing e mail advertising and marketing or lead era, add social proof in your sign-up kinds to extend belief and encourage extra sign-ups.
• Web site sidebar: Place a widget or hyperlink to your social media platforms the place clients can view extra user-generated content material and evaluations.

Add Supporting Technical Particulars

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

Take this instance from Hydro Flask.

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

Some technical particulars you’ll be able to add embody:

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

Use a Belief Badge

On-line buying has grown tremendously prior to now 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 will help alleviate buyer fears and considerations by demonstrating that your web site is safe and reliable. Some widespread sorts of belief badges embody:

• Safety belief badges: These badges reassure clients that your web site is protected and their information is safe. They usually point out SSL certification or encryption compliance. Displaying one can stop browser safety warnings and construct belief throughout checkout.
• Fee badges: These badges present accepted fee strategies, aligning your enterprise with trusted suppliers like Visa, PayPal, and Apple Pay. They’re often 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 general model legitimacy.
• Coverage-specific badges: These embody free delivery, money-back ensures, and free returns, serving to clients 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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Tackle Frequent Objections

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

A easy technique to handle these considerations is to incorporate them in your product description or a Continuously Requested Questions (FAQ) part. Verify buyer evaluations from Reddit, Google Critiques, Amazon, and different boards to see what points or questions clients generally have about your product or different merchandise like yours.

Website positioning Finest Practices Made Easy

If you would like your merchandise to rank nicely in search, you could weave the correct key phrases into your product descriptions. Understanding tips on how to write Website positioning-friendly product descriptions is a useful ability to study.

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

For instance, as a substitute of “gaming chair,” a greater phrase could be “ergonomic gaming chair with lumbar help” to achieve individuals on the lookout for that actual characteristic.

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

Kinds 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 info.

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 person has determined to buy a product and is on the lookout for the ultimate value + particular subcategory + evaluations of the product earlier than buy. Key phrases like “Secretlab Titan Evo assessment” imply they already know what they need.

4. Transactional:

Within the ultimate 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, concentrate on business, navigational, and transactional key phrases—these customers are already nearer to purchasing. However, if you happen to nonetheless need to appeal to these researching, take into account writing weblog posts or guides to teach them and construct belief in your model.

Cell-First Product Description Methods

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

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

Right here’s the way it works:

• Begin with a brief, compelling description on the high of the product web page.
• Present detailed info under for patrons who need to study extra.

This methodology improves readability by:

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

Together with structured content material, typography performs an important position in readability. Observe these finest practices:

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

Professional Tip: InMotion Internet Internet hosting‘s optimized servers embody mobile-caching expertise to make sure your product descriptions load rapidly on any gadget.

Conclusion

An awesome 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 Website positioning and cellular gadgets to achieve much more potential clients. Lastly, don’t overlook to A/B take a look at to see what works finest on your viewers. Keep in mind, your product description is usually 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 Website positioning 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 quick 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 clients determine.

The right way to write an excellent 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 wonderful description solutions buyer questions and makes them need to purchase.

References

1. Gelder, Koen V. “E-Commerce Worldwide – Statistics & Details | 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 Downside 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 and marketing Analysis & Digital Developments.” 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 Customers Say Buyer Scores and Critiques Have the Largest Affect on Buying Choices.” International Press Launch & Newswire Distribution Providers, Enterprise Wire, 28 Feb. 2023, www.businesswire.com/information/house/20230228005207/en/Emplifi-Reveals-Practically-90-of-Customers-Say-Buyer-Scores-and-Critiques-Have-the-Largest-Affect-on-Buying-Choices.
6. Hooda, Khyati. “100+ Highly effective On-line Purchasing Stats Each Retailer Ought to Know [2024].” Key phrases All over the place Weblog, 26 Sept. 2024, keywordseverywhere.com/weblog/online-shopping-stats/.
7. Leggett, Kate. “Your Clients Don’t Wish 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 International Pattern?” Magneto IT Options, 22 Sept. 2023, magnetoitsolutions.com/infographic/why-mcommerce-emerging-as-global-trend.