How To Write a Product Description

Elements of a Product Page

• Image – product images
• Description – your product description, or product copy, outlines your product’s features and tells shoppers why they should buy it.
• Call to action – is how you ask for the sale on your product page. For many eCommerce products, this is your purchase or add to cart button.

Steps To Write A Product Description

1. Identify Your Target Audience

Always start with your audience, by which we mean your ideal buyers. You should consider the following for your ideal customer:

• Pain points
• Objections
• Budget/price sensitivity
• Identity
• Aspirations
• Demographics
• Lifestyle

2. Translate Features Into Benefits.

A potential customer on your website knows almost nothing about your product. Your job is to create a product description that highlights the features of your product that matter for your target customer.

Tip: Turn all of your product features into benefits. Shoppers generally don’t care about features. They care about what your product can do for them.

3. Craft a Story

Storytelling makes your content more memorable, which is excellent for increasing eCommerce conversion rates. 

The elements of storytelling:

• Character
• Setting 
• Conflict 
• Solution

As a product description formula, the elements look something like this: 

Your product empowers the character (your target customer) to solve their unmet need (conflict) in a given situation (setting), so they can achieve their aspirations (resolution).

4. Add SEO Keywords

You should have a list of relevant keywords you want to optimize for your brand and products. Make sure you incorporate keywords into your headers and description text so customers can find your product in their search results.

5. Add some social proof.

“Social proof” shows shoppers they’re not the first to consider buying, and that they’re not making a bad decision if they do choose to buy. 

Social proof forms:

• Starred ratings
• Reviews
• Testimonials
• Client logos
• Case studies
• Certification badges
• Press/publicity

Products Categories

•  Subscription-based products for B2C and B2B
•  Simple commodity products
• Foods/consumable products
• Technical/complex products
• High-value products

THE PRODUCT DESCRIPTION REQUIREMENTS

CONTENT TIPS	STRUCTURE
Contain Sufficient Information	Product title (about 55 characters)
Be Direct and Specific	Header tags
Include Features and Benefits	Bullet-point
Include Keywords	Product images with alt-attributes
Be unique	300-400 words in length
Be logical and relevant to read	Call to Action
Avoid large blocks of text	Meta description (140-160 characters)
Focus on the customer, it’s not about you.
The tone of your descriptions needs to represent your brand
Use emotional appeal
Use sensory words
Create a sense of urgency
Add social proofs