Product descriptions are often treated as an afterthought by ecommerce businesses.
And that’s unfortunate, because a compelling product description can make all the difference, persuading a shopper who might have scrolled right by your product to take the plunge and “add to cart.”
Writing product descriptions for dozens or hundreds of product pages can seem like a huge chore, but once you have a smart method for doing it, it can actually be a breeze.
In this article, we’ll give you all the tools you need to write product descriptions for your online store. We’ll also go over 10 product description examples that can help get you started.
Let’s jump right in!
What is a product description?
Product descriptions aim to inform potential customers about what a product or service is, why it matters, and how it can enhance a user’s life. In essence, it’s a short, online sales pitch.
As you can see from countless product description examples, the short paragraphs usually contain a rundown of a product’s key attributes, features, and benefits. By the time a website visitor finishes reading a product description, they should know exactly what problem the item is meant to solve and how it does so.
Whether you’re selling clothing, a SaaS product, or anything else, effective product descriptions should help potential customers get the relevant information they need.
Why are product descriptions important?
Product descriptions enter the picture at a pivotal stage of the customer journey. Your potential customer feels that they know enough about your brand and they’re ready to explore specific products. Product descriptions are crucial because they provide customers with in-depth information about a product, allowing them to compare it to other options and assess its suitability for their needs.
Well-crafted product descriptions play a vital role in search engine optimization (SEO), helping businesses improve their online visibility and attract potential buyers to their websites.
How to write product descriptions?
Now, let’s break down how to write product descriptions. Following these six steps can help highlight your product’s benefits and create an effective product description.
1. Know your target audience
Before you jump into writing product descriptions, do some research about your ideal customers and create a buyer persona that includes demographics, behavior, preferences, and pain points.
Always remember that you’re not writing for everyone, you’re writing for your own ecommerce business’ target customer. Try to think about what type of language your ideal customer will respond to.
2. Highlight product features and benefits
Outline the main product benefits and features in just a few sentences, focusing on the aspects that set your product apart, making it irresistible.
You also want to include all the technical details and specifications that a potential customer will need to see in order to make an informed purchase decision.
3. Storytelling and brand voice
Make sure that your brand’s unique voice comes through in your product descriptions. It should be memorable, recognizable, and aligned with your target audience’s typical way of speaking (and their values).
Creative product descriptions that include a bit of storytelling can help your users imagine how the product will fit into their lives, making them more likely to buy.
4. Keyword optimization
Search engine optimization is a key part of product description writing, since the better your product’s organic search rankings, the more traffic will flow onto your ecommerce site.
Since so many online shoppers use search engines to find products, doing your keyword research and optimizing your product descriptions is an easy way to increase sales.
5. Formatting and readability
Writing great product descriptions is all about packing a lot of relevant information into a small package. A short paragraph with a few bullet points to help the visitors to scan the most important features is the most popular product description template. You can also emphasize key points in bold to further increase scannability.
6. Use clear language
Finally, you want to avoid using jargon in your product descriptions, as this can cause potential buyers to get bored and leave the page. Clear, simple language is always best.
You should also be honest and transparent about your products and avoid misrepresenting their features.
10 great examples of product descriptions
Now that we’ve gone over the theory behind writing a creative product description, let’s take a look at 10 product description examples to give you a bit of inspiration.
1. Muscle Feast
Muscle Feast‘s product description is a shining example of how to effectively engage your audience and convey the unique selling points of your product. Their concise yet powerful approach is something worth emulating for your ecommerce store.
They excel in capturing the attention of their target audience by focusing on the key benefits of the product, while they effectively address the concerns of health-conscious consumers, making it clear that this product is suitable for a broader audience, including those with dietary restrictions.
They use short sentences and short paragraphs in the product description which is crucial for a couple of reasons:
Most people have limited time and attention spans, making it unlikely for them to read through lengthy paragraphs of product details. By keeping the content concise and to the point, you increase the likelihood of it being read and understood.
People tend to skim through product descriptions, focusing on the first and last few lines. Therefore, it is essential to capture their attention and convey the most important information quickly.
When it comes to captivating your audience and addressing their needs, SolaGarden knows what they’re doing. Their product description for solar-powered festoon lights hits all the right notes.
They have a great headline at the top, a concise and benefit-driven product description, and a positive customer testimonial—all of these together provide essential product information and appeal to the needs and desires of their customers.
In fact, SolaGarden witnessed a 10.9% increase in revenue by adding these three new elements to its product pages. Read how they did it here!
Vegetology has masterfully crafted a product description that not only captures the essence of its innovation but also speaks directly to its customers.
Here’s why it excels as a prime example of effective product descriptions for your ecommerce store:
- They acknowledge the problem their audience faces.
- They highlight the benefits users can expect after incorporating Vollagen® into their routine.
- They make it evident that their product is tailor-made for a specific demographic: individuals seeking a vegan alternative to traditional collagen products.
Gymshark’s product description is concise and impactful. It’s free of technical jargon and focuses on the target audience, which is fitness enthusiasts.
It begins with a motivational message about champions and implies that their product is designed for those who strive to be different, strong, and exceptional. This introduction immediately engages the reader’s emotions and sets the tone for the rest of the description. Following this, they provide key features and benefits of the product.
Gymshark’s example shows how breaking information into chunks can greatly improve the readability of a product description. By presenting information in smaller sections, it becomes easier for target customers to navigate and consume the content.
In this product description example, Bose speaks to their target audience directly by using evocative words to tap into feelings.
There’s also a video that highlights the special features of the headphones they’re selling. Videos can be a very engaging way of communicating complex information effectively.
This page is a great example of how bullet points can communicate a lot of information in an easy-to-read manner. All the relevant product details are covered in a very limited amount of space.
Another feature of this product page is the notification that 45 people recently purchased this product, which can create a sense of FOMO.
The product description on this page is a simple one-sentence summary of the watch and what to expect from it. If you’re an online business with a very high profile and brand recognition like Fitbit, sometimes that’s all you need!
This minimalist approach allows for clarity and conciseness in communication. By using fewer words, your product description can effectively convey the necessary information without overwhelming the customers.
This clothing product description has all the necessary information that a consumer needs to understand why it’s a “Better Sweater” than the competition. The product and the material itself are described using evocative power words in a way that goes perfectly with the product images on display.
9. Le Creuset
Sometimes you don’t need to go overboard with key features and technical specs. The tagline of “The Queen of the Kitchen” and the marketing copy tells a compelling story about the history and uniqueness of the product.
This product page combines a lot of the best practices we’ve gone over. It features a short, clean product description, attractive product images, and social proof.
Boost your product pages with the power of AI
OptiMonk’s Smart Product Page Optimizer is a great way to boost the efficiency of your product pages and write compelling product descriptions for every single product page without any manual work.
This AI-powered system can craft captivating headlines, bullet points, benefits lists and product descriptions all on its own. Since it requires very little from you in terms of time or effort, it’s a scalable solution that you can use to improve hundreds or thousands of product pages at once.
Using this tool, Varnish & Vine was able to turn solid product pages that were converting at an average rate into high-converting product pages easily. In fact, they increased their revenue by 43%.
If you’d like to learn more about the Smart Product Page Optimizer, click here.
How can you create product descriptions that stand out from the competition?
To create a product description that stands out from the competition, focus on highlighting unique features and benefits, use persuasive language that resonates with your shoppers, and incorporate storytelling elements to make the product come to life. Additionally, ensure that your descriptions are well-structured, concise, and free of errors, and don’t forget to optimize them for the right keywords.
What is the ideal length of a product description?
The ideal length of a product description varies, but generally falls between 150 to 300 words. It should be long enough to include essential details and benefits while remaining concise to hold the reader’s interest and ensure mobile-friendliness. However, the key is to strike a balance between informativeness and readability, adapting the length to the complexity and uniqueness of the product.
How often should you update product descriptions?
Product descriptions should be regularly updated, especially when there are changes in the product, customer feedback, or market trends. Aim to review and refresh them at least every six months, but more frequent updates may be necessary for fast-changing industries or seasonal products. Consistent updates help keep your content accurate, engaging, and aligned with your customers’ evolving needs and expectations.
How can you optimize your product description for search engines?
To optimize your product description for search engines, it’s crucial to incorporate relevant keywords that potential customers typically use when searching for products similar to yours. This can be achieved through thorough keyword research to identify these terms. Once you have a list of relevant keywords, strategically place them throughout your product description.
In essence, product descriptions serve as a bridge between product features and customer needs, influencing purchasing choices while boosting a company’s online presence. If you want to write great product descriptions, you need to balance all these functions.
Want to see more sales on all your product pages in no time at all? Give our Smart Product Page Optimizer a try!