The Anatomy of a Perfect Product Description in 2022

Want to extend your ecommerce gross sales? Then let’s speak about product descriptions.

While some web sites marginalize them on account of cellular site visitors development, a good product description can take you a good distance. It will help you talk your model’s persona, transfer clients by way of a gross sales funnel, and even convert a informal browser.

But how do you write product descriptions that encourage and inspire folks to purchase from you? That’s precisely what we’ll cowl at this time.

In this text, you’ll reveal the key energy of product descriptions and discover ways to write them for eyebrow-raising engagement and skyrocket gross sales. We’ll additionally have a look at inspiring product description examples and spotlight what makes them so compelling.

Table Of Contents

What is a product description?

Before we transfer on, it’s essential to know the distinction between product descriptions and product pages:

A product web page refers back to the complete web page on a firm web site, showcasing a proposal with the stock a buyer should buy. When somebody asks you to think about a product web page, large chances are high you’ll suppose of a touchdown web page selling a product or a service.

Image showing the Oreo product page.Source:

In its flip, a product description is a component of your product web page.

A product description is a advertising copy describing a product’s specs and explaining why it’s value buying.

Image showing the product description from the Oreo product page.Source:

Why trouble with product descriptions:

The function of a product description is to offer enough information about its options and advantages. Not solely is it about describing a product, nevertheless it’s additionally about promoting it.

Product descriptions must compel a buyer to purchase. And they do the job effectively:

Boost gross sales

According to the contemporary knowledge, 45% of shoppers contemplate a detailed product description a main cause they belief a product on-line. More than that, discussion board discussions confirm that hiding descriptions from customers might frustrate them and confuse these anticipating to see and perceive what they plan to purchase.

Well-formatted and interesting descriptions nonetheless name the pictures. When crafted proper, they’ll hook even these customers who don’t learn however scan on-line.

Take Etsy for example.

While they conceal product descriptions to enhance the pages’ total look on cellular gadgets, they don’t surrender descriptions utterly however format them accordingly to ask customers to study extra.

Image showing the Etsy product page with the product descriptions information hidden.

Improve customer support

By “customer service improvement,” we imply that stellar product descriptions function an integral half of customer support. They:

  • educate a buyer;
  • provide supplemental info that a product image can’t do alone;
  • reply doable buyer inquiries, which might decrease return charges;
  • could make a buyer smile or chortle (if written accordingly), thus enhancing the brand-customer bond.

Benefit search engine marketing (search engine marketing)

Like it or not, we nonetheless want the textual content content material for engines like google to “see” and rank our net pages for extra folks to seek out them. Product descriptions assist right here:

Include particular key phrases and the associated phrases to the textual content describing your merchandise, and also you’ll enhance its possibilities of rating excessive on Google. More folks will see (higher visibility) and click on it (extra site visitors), ensuing in constructive dynamics in your web site.

And when you can give attention to optimizing your product pictures for key phrases, this content material isn’t sufficient for the entire web page to look excessive in search outcomes.

Leaving the producer’s description or just itemizing a product’s options filled with key phrases isn’t an possibility, both: 

  • The former isn’t distinctive, different web sites might copy-paste it too, and it indicators Google algorithms about content material duplication.
  • The latter has nothing to do with consumer expertise, hurting your total advertising outcomes.

When you craft distinctive product descriptions with associated key phrases that look and sound pure in the textual content, they’ll profit each search engine marketing and conversion.

Let’s now shift focus to how one can write product descriptions that interact and promote.

The anatomy of product descriptions that convert

And now, to enterprise:

To make your product descriptions work, they should be scannable (do not forget that online users don’t read but skim), customer-centric (watch your tone, overlook about too many tech specs), and sales-generating.

With that in thoughts, when writing product descriptions, make sure that they embrace the next three parts:

1. High-quality visible content material with captions

We know pictures are extra about a product web page’s, not description’s component. And but, the captions you employ to clarify them serve a half of your advertising message: They interact customers and persuade them to study extra. A couple of writing methods right here:

  • Write brief, up-to-point captions; don’t waste house with superfluous phrases.
  • Use energetic language, encouraging guests to study extra.
  • Post high-quality, customized pictures with descriptions; keep away from inventory pics or these not partaking guests to attempt your provide.
Image showing a product page with captions explaining the USPs of the product/service.Source: Firebox

M-m-m… Yummy!

Another fashionable component to enhance your product description is a video. By inserting a brief clip alongside a textual content, you kill two birds with one stone:

  • Engage these unwilling to learn. (72% of clients admit they like video to textual content after they need to find out about a product or a service.)
  • Increase conversions. (84% of shoppers admit model movies persuade them to purchase a product or a service.)
  • Such a powerful outcome of video descriptions isn’t that onerous to clarify: They assist folks higher perceive a product in a fast and digestible approach. A consumer sees it from totally different angles, checks the way it works, and will get an concept of the way it will help clear up a drawback.

    Video content material is a highly effective solution to show your product and inspire customers to purchase it, so no shock that 94% of folks select to observe an explainer video earlier than buy. Consider together with a few phrases in regards to the video in your product description, encouraging readers to verify it.

    Image showing a product page with different content formats, including a video.Source: Net-a-porter

    2. Proper formatting

    Content shock and brief consideration span change how folks learn on-line, so that they gained’t spend time in your descriptions if they’re exhausting to learn. Readability issues, so format your content material accordingly: Make it scannable and digestible.

    Walls of textual content, spelling and grammar errors, gobbledygook, specifying options with no advantages — all of this hurts engagement and prevents potential clients from shopping for. 

    A couple of sentences that seize consideration and several other bullet factors specifying the options permit guests to get the knowledge shortly and perceive in the event that they discovered what they had been in search of. 

    Image showing a well-formatted product description on the Firebox website.Source: Firebox

    Think of your product description as if it’s a touchdown web page:

    • Entice a customer with interesting headlines.
    • Include damaging house; suppose of a scannable design.
    • Use brief phrases, sentences, and paragraphs.
    • Add bullet factors.
    • Increase font dimension for a extra snug learn.
    • Look at your completed description and verify in the event you’d discover it simply readable, or would you skip it as a result of it seems to be uninviting?

    Keep on studying for extra writing methods in the product description.

    3. Social proof

    The power of social proof for gross sales is difficult to overestimate: case research, testimonials, social media suggestions, star scores, buyer opinions, and icons with knowledge and numbers construct belief, demonstrating to a consumer why it’s value shopping for your product.

    But there’s a catch once more:

    All they’re parts of a product web page: Big ecommerce manufacturers like Amazon, Etsy, eBay, and others place them as separate blocks, unrelated to the product description itself:

    Image showing a product page with highlighted social proof elements.Source: Ebay

    What are you able to do to get essentially the most out of this component?

    Include social proof to a description by mentioning a product’s rewards, quoting comfortable clients, displaying UGC (user-generated content material), or writing about some associated statistics in the textual content content material. Like Lush does:

    Image showing a product description using social proof from Lush.Source: Lush

    Not solely do they actively use UGC on social media, tagging comfortable clients and constructing their model loyalty, however additionally they put customers’ photographs with product descriptions on their related pages. Plus, some tiny particulars in their texts function social proof, hinting at their recognition.

    What are these particulars?

    How to jot down product descriptions that interact customers? What writing methods to think about for influencing shopper notion and making them need to buy from you?

    How to jot down a product description: 11 steps

    The writing methods assist create successful product descriptions that stand out from the gang, make customers bear in mind your model, and make them purchase extra.

  • Say no to producer descriptions. We already talked about the duplication problem in this submit: While there could also be nothing improper with the textual content itself, the issue will seem when 1,000+ e-commerce web sites place it to symbolize the product. Yours might not seem in search outcomes as a result of of the duplicate content material filter.
  • Unique product descriptions, or at the very least these modified with correct paraphrasing and synonymization, are what it is advisable seize site visitors and rank excessive.

  • Address ache factors. Use your clients’ particular issues, objectives, or wishes to generate an emotional response and inspire them to purchase. For a higher visibility, embrace ache factors in locations a skimmer is extra more likely to learn first: headers, the primary sentence, or bullet factors.
  • A product description example focusing on customers' pain points and how the product helps to overcome them.Source: Everlane
  • Describe the options in element and precisely. You need your clients to be totally assured that your product’s the reply to their wants.
  • Focus on the advantages and experiences that include the product. No matter how a lot you’re keen on your product’s each spec, clients don’t often care. You don’t promote a product however expertise. How does it make clients happier, extra productive, or more healthy?
  • They need to know what’s in all these options for them: How it should tackle their ache factors and assist them clear up a drawback. When writing a product description, spotlight the profit of every function.

  • Write in brief phrases, sentences, and paragraphs. Master the artwork of telling about your product in a few phrases: Remember that a product description needs to be simple to learn and scale back confusion amongst clients.
    • Try to not sound too mouthy.
    • Avoid tech phrases {and professional} jargon your buyer might misunderstand.
    • Speak the language of your clients so anybody can perceive you.
    • Hone your product description: take away additional phrases, spell verify it, and format it for higher readability (use daring, make the font greater, add bullet factors, and so forth.).
  • Be persuasive. Avoid “yeah, yeah” phrases in your product descriptions. They are these generic, wishy-washy statements poor copywriters use when caught for phrases or after they don’t know what else so as to add: “Excellent product quality” and “leader of the market” are simply a few examples. When shoppers learn such phrases, they suppose, “Yeah, of course. Everyone says it.”
  • To keep away from such a response, be as persuasive and particular as doable.

    Consider your phrase selection:

    • Use energetic voice; keep away from redundant adverbs.
    • Try power words to push clients in the appropriate path: Appeal to feelings, point out exclusivity (“new,” “exclusive,” “unique”), construct belief, and so forth.
    • Address FOMO: Words like “hurry,” “soon,” and “limited” are tremendous efficient in influencing shopping for selections.
    • Consider sensory language to captivate clients and add persona to your product descriptions.
    Example of a persuasive product description.Source: Beardbrand
  • Answer questions and doubts. When searching for particular merchandise, clients face many questions and objections, like “Is it worth the money,” “Is there free shipping,” “Will it solve my particular problem,” and so forth. Figure them out and tackle as many objections as doable in product descriptions. 
  • Avoid generic solutions. Use particular options, circumstances, and advantages that suit your clients’ issues. Delivery time, product weight, washing directions — all will be objections you’ll must cowl.

    For extra advanced solutions, you possibly can add a FAQ part to your product description.

  • Use storytelling (and a few fantasy). You know the power of storytelling, don’t you? So why not use a product description to inform a story to your clients? It could also be about why they want your product, about its advantages, or simply an entertaining mini-story to have interaction and decrease rational obstacles.
  • Stories enchantment to feelings and assist your product stand out from the gang of dry and feature-based descriptions. Just make sure that the story you need to inform customers matches your model’s id and the product itself.

    An example of a product description that uses storytelling to engage their audience.Source: Drunkmall

    Appeal to a buyer’s creativeness: Let them “see” what it will be prefer to have your product. Start a story with the phrase “imagine” and end by explaining how a reader will really feel when utilizing your product; make them overlook that you simply’re making an attempt to promote one thing.

  • Optimize for search engine marketing. For your product description to look in search outcomes, add related key phrases to it. The trick right here is to keep away from key phrase stuffing, make it look and sound pure to the context, and contemplate LSI phrases (synonyms) apart from exact-match key phrases.
  • Add a one-sentence pitch if doable. Think of it as a subhead complementing your product’s identify to offer a buyer with a fast and up-to-point description. It works like a hook to encourage additional investigation.
  • Product description with a highlighted pitch and humorous copy.Source: Dollarshaveclub

    P.S. We know Dollar Shave Club because the grasp of utilizing humor in product descriptions and promotions. They’ve made it an integral half of their model id, and it’s certainly a highly effective device to affect buy selections. If humor applies to your model, be at liberty to make use of it in product descriptions.


    Do your greatest to really feel the sting: Humor is hard to steadiness, and an excessive amount of or too little of it will possibly do extra hurt than good.

  • Consider your model’s tone of voice. As a model, you’ve already outlined your voice, haven’t you? Preferred phrases, tone, and values you need to talk to the viewers — all that matter when writing product descriptions: They work in your model recognition and message consistency, so critical for consumers to decide in favor of your particular item.
  • Takeaways

    So now you’ve it, the unscrambled anatomy of product descriptions to jot down in 2022. With the following pointers in thoughts, you’ll craft sensible texts that inspire shoppers to purchase.

    Only three guidelines to comply with:

  • Show: add descriptive captions to customized photographs of your product; write mini-stories in intro paragraphs; tackle ache factors for customers to see how your product will help clear up their issues.
  • Simplify: contemplate correct formatting for higher readability; write brief phrases and sentences; add one-sentence pitches (subheads); set up product options and advantages in bullet lists; make your description scannable (white house, daring font, and so forth.).
  • Build belief: add social proof; be persuasive and particular; reply questions and objections; use your model’s tone of voice; write distinctive descriptions, don’t copy-paste these from a producer to keep away from duplication points.
  • Think of writing product descriptions as craftsmanship in its personal proper. Don’t be afraid to experiment with phrases, size, codecs, and kinds — and bear in mind to check your totally different product descriptions to see which of them work to spice up your on-line gross sales.