Product descriptions can make or break an e-commerce business. Product images can do a lot of heavy lifting in terms of getting buyers interested in your items. However, it’s the marketing copy on each of your product pages that will close the sale.
Not all product descriptions are created equal. If you want to write the perfect product description to increase sales, there are a few things you’ll need to keep in mind. Below, we’ll dive into how to write a product description and provide some killer examples of powerful product marketing copy.
What is a product description?
A product description is a type of marketing copy that includes information about a product and its features, functions, and benefits. They are designed to educate potential customers about the product while encouraging or enticing them to buy it.
Though there is no one right way to create a product description, the best product descriptions are often detailed, including information about the problems the product solves as well as how it benefits the user.
How to write a product description that sells - our top 5 strategies
The format of your product description will depend on where it’s going (on your site or a third-party website?). However, there are some tested strategies that you can use to write great product descriptions that sell no matter what the format may be.
1. Focus on your target audience
Writing product descriptions requires you to tailor them to the target customer for each product. These descriptions will be more successful if they are written in a way that sounds like you’re speaking directly to the intended customer.
If you’ve created buyer personas, you can use these as a starting point for good product descriptions. Consider what features and benefits they care about most when deciding what information to include and what language to use in your description.
For example, if the lifestyle and experience aspects of a product are the driving factor for purchase, make sure that you focus your description on what it’s like to use the product. This will be more enticing to someone who values experience than just the features alone.
2. Go beyond product features
When writing your product description, be sure to include more than just a list of features in the product details. While some customers do want to know the specific features and technical details of your product, most buyers are more interested in how the product is going to help them.
Instead of just talking about what the product is or includes, showcase the benefits of the product and describe the experience of using it. If you can paint a picture of how the item solves the ideal customer's pain points in the product copy, they will be more likely to make a purchase.
For example, if your company sells a SaaS solution, you’ll want to include the features of the solution in the product description. However, the focus should be on the benefits to the customer, like saving time, saving money, increasing productivity, etc.
3. Avoid overused adjectives
Avoid overused adjectives like “good,” “beautiful,” “excellent,” and “high-quality” when describing the product features in your online store. While these may describe your product, they are rather vague and not as persuasive as more specific adjectives.
To increase the conversion rate for your e-commerce website, try using specific descriptors that will appeal to your target audience. For instance, instead of saying something is “high-quality” use adjectives that show the buyer what you mean by high-quality like durable, long-lasting, hand-made, water-resistant, etc.
4. Make it readable
You want to make it as easy as possible for people to read your description and make a purchase decision quickly. The best product descriptions are edited for readability, which can include:
- Using bullet points to showcase lists (usually of features or benefits)
- Making the content scannable by using short paragraphs, headers, and bulleted lists
- Making any power words (or keywords that showcase the value) bold so they’re easy to spot
- Keeping the text short and sweet, only including the details and highlights that will really sell the product
Rather than writing:
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Try something like this:
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With this platform, you’ll save time by automating your project management and boost productivity by making sure everyone is on track.
5. Include keywords in the title
Optimization goes beyond just formatting for readability. You should also include keywords that your audience would use to find the item you’re describing in the title and the product description itself. This is not only great for SEO (which boosts your visibility on search engines), but it’s helpful when people search for keywords on your website to find what they’re looking for.
3 noteworthy product description examples
Now that you know how to write a good product description, let’s take a look at some product description examples from out in the wild.
Since Shopify, Amazon, and independent e-commerce websites are the most popular spots for product descriptions, we’ll take a look at examples from each.
1. Bailly and Verve’s Shopify product description
Writing a Shopify product description is similar to writing a product description for any other type of e-commerce site. The Shopify platform offers plenty of options for adding details to your descriptions so that potential buyers can make an informed decision before they purchase.
Here’s an example of a Shopify product description example from retailer Bailly:
The description not only tells the consumer what the product smells like (“sweet and fruity notes of cherry and caramel, and woody notes of musk and amber”), but it goes one step further to help the buyer envision the experience of wearing this perfume. It will “take your daily routine to new heights” and empower you to be “reaching your goals in no time.”
This description is also well optimized with keywords that a potential customer might look for when searching for perfume such as “alcohol-free” or “100% vegan.”
Let’s look at another Shopify product description example from Verve Coffee Roasters:
This description for Verve’s David Flores blend uses sensory language to describe what this coffee blend tastes like. It also offers some guidance on who this coffee is right for, making it an easier decision for anyone contemplating buying it.
In addition to the description above, Verve Coffee Roasters includes some additional details to make sure consumers have all the information they need to decide if this is the right blend.
2. LEVIBASIC’s Amazon product description
Amazon product descriptions are unique in that they have a specific format that differs from Shopify or the typical e-commerce site. Let’s walk through an example from a dog t-shirt brand, LEVIBASIC to see the different elements of a good description on Amazon.
The product title needs to be as descriptive as possible with keywords that a consumer might search for when looking for this product. “Dog shirts,” “basic vest for puppy,” “super soft,” “stretchable,” and “doggy tee” are all examples of keywords a buyer might use to look for a t-shirt like the one being sold here.
Below the title and different options for purchasing (like size and color), the Amazon product description offers a space where retailers can provide quick details under the header “About this item.” LEVIBASIC has done a great job of breaking down the main benefits and features of the product into a bulleted list.
Further down on the Amazon product listing is an area for retailers to place a full product description and include images. In this case, the product description begins with a photo of the product alongside the main highlights of why someone would buy this product.
The rest of the product description features more images of the products on the intended wearer (pups!) along with some bulleted points about the benefits for the humans buying the dog t-shirts. These details go beyond the obvious to drive home why this product is valuable and how it will offer the best experience for the consumer.
3. E-commerce site product description
If you’re not using a Shopify site or Amazon to sell your products, you’ll still need to be able to create effective product descriptions for your e-commerce site. These types of product descriptions are very similar to Shopify or Amazon, but in some ways, you may have more flexibility in what you write in your descriptions.
Since we’ve looked at tangible goods above, let’s take a look at a product description example for a digital product from Brand Kits:
One of the things that makes this an effective product description is that the bulleted list of items that come in the kit include bolded descriptions of customer benefits. Rather than just seeing what they get, buyers can also better understand how these things will benefit them.
Brand Kits creates Canva design templates, so there is no physical product to be shipped. To make that clear for the buyer, they’ve not only included information on what the template set includes specifically but also details on what the digital delivery looks like.
Write product descriptions at scale with Jarvis
Got a whole lot of products you want to sell? Jarvis makes the process of writing product descriptions at scale quick and easy. Instead of hiring a team of writers to get all your product descriptions done on your site, you can use this AI-powered marketing content generator to create effective product descriptions in minutes.
To get started, choose a product description template.
Then, enter the product name, details about the product, and the tone of voice to get a few options for your product description.
Choose the one you like best (or take what you like from all three!), make your edits, and you’re ready to go with a product description that you can publish on your site ASAP.
Here’s are a couple of real examples of effective product descriptions from Ejiji Boutique, which were written using Jarvis:
This product description does a great job of not only describing the features of the anklet, but also describing the style benefits, which would be important to the target buyer. This is a good example of a product description that paints a picture of what it’s like to wear the jewelry.
Notice with this description, every feature is accompanied by a user benefit. This copy also has a lot of descriptive language that makes the product come to life (even without the product image!)
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