With over 25% of the global population buying items online, eCommerce stores and shops must have great product descriptions. However, knowing that you need an excellent product description and actually writing it are two different things.
That’s why a product description template is essential for busy business owners who want to make their products stand out from the crowd and entice people to buy them. Think of it as your outline for creating the perfect description of every product you offer.
Let’s start with a clear understanding of a product description.
What’s a Product Description?
A product description is a snippet of informative text that tells a potential customer about your product. It helps communicate the value of your product to people visiting your products page. A product description is like a static sales team that puts the same information out 24/7, so you need to ensure it’s saying all the right things.
Why It’s Important
When you go into a brick-and-mortar store, you can pick up the items you want to buy. You can look at the object from every angle to see if you like it. You can even see the way it’s packaged, which often helps convey the value of that product.
Online stores don’t have that advantage, which makes the product description even more vital to selling your product. Today, there are over 230 million online shoppers in the US. Among all those people, you have got to somehow get the attention of your audience.
The first things an online shopper sees when visiting your products page are the product descriptions and a picture of your product. If they find it too difficult to read a description, or if it’s missing product information, they won’t buy your product. So you need to make sure you’re getting it right.
12 Tips for Writing Engaging Product Descriptions
A product description involves more than just putting words on a page. It takes time and dedication to learn the art of great product descriptions. Here are 12 tips to make your descriptions pop.
1. Write for Your Target Audience
If you try to sell to everyone, you’re selling to no one. You need to figure out who you want to sell to and then specifically market your product to your ideal customer.
People have different values, lifestyles, likes, dislikes, wants, needs, budgets, and pain points. You significantly increase your chance of making a sale by selling to a particular type of person because you can connect more personally with them through your words. This allows you to hit their pain points and make it seem like you’re talking directly to them as a person.
There are some things to consider when looking at your target audience.
- What problems does your target audience face?
- How does your product help relieve their problems?
- What questions will your target audience ask about your product?
- What specific language or phrases would they use when it comes to your product?
You have to get inside the head of your buyer and think as they think. If you don’t know who your target audience is, it’s time to go out and start talking to people. See where they’re coming from, if they like the idea of your product, and what things they’d like your product to do.
2. Know Why Your Customer Buys Your Product
Now that you have the base for your target audience, it’s time to figure out why your customer wants to buy your product. Let’s face it—no one is buying just for the sake of buying. There’s always an underlying desire behind it.
Consumers buy things because those products make their lives easier or bring them some type of pleasure. Your product could do either or both, but you need to know why your customer is buying.
A couple of reasons customers will buy your products are:
- It’s cheaper than the competition.
- It has a unique selling point that interests people.
- The instructions that come with it are easy to understand.
- Your product is easier to use than the competitor’s.
Once you know why they’re buying, you can add that directly to your descriptions and make selling your products a lot easier.
3. Connect Features to Benefits
Before connecting features to benefits, you first need to know the difference between the two. Features can make your customers’ eyes glaze over, but benefits will keep them focused and engaged with your product.
The features basically outline what your product is, while the benefits are what your specific product can do for your customers. For example, let’s take a look at the features and benefits of a classic umbrella.
Features of the umbrella:
- The length of the umbrella
- The type of canopy
- The handle
- The framework
Benefits of this specific umbrella:
- This umbrella is broad enough that your upper half won’t get wet no matter the direction or how fast the rain is falling.
- The canopy is double-layered so that it won’t flip inside out due to high winds.
- The handle of the umbrella is ergonomic, so your wrist won’t feel tired even if you have a long journey ahead of you.
- The framework of the umbrella is certified to hold up in any weather conditions.
Here, we took what an umbrella has (the features) and paired it with what people want for protection when they go out into the rain (the benefits). That’s what you need to do for your products. Make it personal and speak to what your product can do for your customers.
4. Make Your Description Scannable
With everything people have to get done in this day and age, the time of sitting down and reading a wall of text is long gone. That’s why you need to make your product descriptions skimmable.
The easiest way to do that is to have a quick bullet list of everything a customer needs to know about your product up front before they get into the details. That allows customers to make informed decisions on whether to take the time to read the rest of your description—or they may even buy your product off that skimmable section alone.
Another thing to keep in mind is the length of your paragraphs in the more detailed part of the description. The most lines a section should contain are four visible lines. Leaving each paragraph short increases the white space in the content and allows the reader’s eyes to rest as they flit from one line to the next.
5. Craft an Engaging Story
In brick-and-mortar stores, your customer can walk in and pick up a product. They can feel it and imagine what it would be like to use it. Online stores do not have that option.
Instead, you need to use storytelling to paint the picture of what it would be like to own your product. Storytelling creates emotion, and people buy things through emotional connections rather than logic. Much of the purchasing decisions people make are subconscious because they buy with their feelings.
A story is required to create an emotional connection between your product and your customers. A story allows them to subconsciously imagine life with your product and gives a big push for them to purchase your product.
6. Be Consistent in Tone
The tone you take in your writing is a big thing when it comes to online branding. How you talk, who you’re talking to, whether you use emojis, and what brand words you use all play a part in product descriptions.
You should write product descriptions with your brand tone in mind. It’s important to stay consistent with that tone in your writing, and as well as in the other things you do for your business online. Otherwise, your customers will start to feel like something is “off” with the product, even if they can’t put their finger on it. That can make you lose sales.
Things to be aware of for consistent tone:
- Do you use slang in your business writing?
- Do you use emojis in your business writing?
- What words or phrases does your target audience say, and how can you incorporate that into your business brand?
- Is the way you write online for your business the way you talk with your friends?
- What words do you often use when writing for your business?
These all point to your tone for your business and should be the same no matter where you write. For example, if all of your online content is funny and playful, don’t turn serious in your product descriptions. Keep that playfulness going.
7. Use Powerful Words
Specific words matter. There’s been plenty of research done on purchasing choices and decisions, and people know that some words help a customer make a purchase while others repel people away from a product.
You need to focus on attention-grabbing, persuasive words to help get your idea across and encourage people to buy your products.
Some powerful words that will help you make a sale are:
- You – makes your descriptions more personal
- See, hear, feel, taste – sensory terms that help people imagine what it’s like using your product.
- Horrific, pain, cringeworthy, last chance – powerful words that make people feel fear
- Incredible, mind-blowing, sensational, joyful – powerful words that make people feel happy and encouraged.
- Jackpot, lowest price, discount, value – powerful words that make people feel greedy
All of these words help gain that emotional connection and allow your customer to feel what it would be like to own your product.
8. Incorporate Relevant Keywords
You want to make your product descriptions as relevant as possible. Plus, you also want as many eyes on them. This part is where relevant keywords come in.
Using phrases that your target audience is familiar with is important. It’s like planting a big neon sign that says this is what they’re looking for.
Relevant keywords also help with Google rankings through Search Engine Optimization (SEO), which is a good thing since 69% of your customers will find you through Google. However, it also means you need to know SEO basics and keep up with changing trends.
The best way to find relevant keywords is through keyword research to identify words and phrases related to your product that people will use when searching the web. You should find the keyword you want and then turn it into a couple of long-tail keywords. These are longer phrases and not as competitive, meaning you’ll rank higher with them than with the main keyword alone.
You want to incorporate these words as naturally and organically as possible. However, you’re still writing for people who can read and won’t take kindly to any keyword stuffing.
9. Leverage Social Proof
Social proof, like good reviews, is your customers’ way of saying that the products you sell are good and that they trust your business. Even bad reviews are a way to show that you genuinely care about the customer by righting the perceived wrong.
Leveraging social proof is a big deal since a potential customer will read 10 reviews before making a purchasing decision, and 88% of consumers trust reviews. Reviews can push customers who are on the fence into either taking the plunge and purchasing or walking away from a product.
While reviews are golden, especially if you have a star system where potential buyers can quickly see how high you’re rated, they aren’t the only way to leverage social proof.
If your customers can photograph your product while they are using it, this is a great way to show how unique your product is. It also lets others tag your business on social media, which can create more business for you.
You can also show how many of your products have sold or how many people checked it out that day to help leverage social proof that your product is something that people should buy.
10. Have High-Quality Complementary Pictures
A picture is worth a thousand words, and you need at least one that showcases your product. This is not only because a picture gives your customers something to look at and imagine, but also because 56% of people check out the pictures when they first land on a product page.
You can also use things like videos or diagrams to help spice up your product page as well.
11. Be Unique
Your business isn’t like anyone out there. It’s time to stop trying to conform to what the industry standard is supposed to be and step out into what you want your business to be.
Writing something unique helps you stand out from your competition. Know your audience so well that even if you deviate from the norm, they’ll still follow you because your product descriptions are still showing them precisely what they need to know to buy your product.
A great product description will keep people on your page longer, reduce bounce rates, and increase conversions. The only way to know if what you’re doing is helping is by watching your metrics.
You need to know where you’re currently at to see where you need to improve and what you got right when you implement your new product descriptions.
You also need to set goals so you have something to strive for. If you don’t set tangible goals that you can see through your metrics, then you’ll become complacent.
Product Description Templates
Here are some product description templates that allow you to plug in your own products and stories to get the maximum effect of your product with the minimum effort expended.
The Problem, Agitate, Solution Template
One of the ways to craft a fantastic product description is through the problem, agitate, solution method.
Figure out one of your customers’ pain points that your product can solve. State it to them in plain English and make their pain real. You can also hint that you know the solution—but don’t give away the game yet.
Expand upon their pain point. What will happen down the road if they don’t fix their pain point? How hard will their life be without your product? What are they doing wrong?
Dig deep and make them feel as if their life revolves around solving this pain point. You want them to feel as if this is the most important thing to fix in the world.
Now show that your product can solve their problem. The customer won’t have to worry about the pain in the future because this solution will take care of that.
Explain to them how your product will fix everything about the pain point you stated above. Turn those pain points into pleasure by showcasing the benefits.
- Explain why you started making your product and describe the main pain point.
- Agitate the pain point with power words describing how you felt before you made your product.
- Outline how this product helped you because of its features and benefits.
I started making essential oil candles when I couldn’t stand the fragrance oils in regular candles. Plus, the fragrance oils were causing me to have terrible migraines.
However, I kept feeling I was missing out on the authentic holiday experience of lighting candles and having their sweet scent slowly filter throughout the house. So I created a product with 100% essential oils instead of fragrance oils to have the perfect holiday, complete with flickering, sweet-smelling candles.
Clear, Concise, Compelling, Credible Template
This template is the “Amazon Way.” When you click on a product, you know exactly what you’re getting. It’s clear with a short, bulleted list. It’s concise with just a few short sentences beneath the bulleted list.
The excellent product reviews then entice customers to continue down the page to read about how credible the product is.
- Product name:
- Short bulleted list of main benefits
- Why people should buy your product
- Reviews or social proof
Witch Hazel Facial Mist
- Natural ingredients: rosewater, witch hazel, aloe vera
- Witch hazel proprietary extract is more effective at tightening pores and controlling acne and oil production while reducing redness and inflammation.
- Balances Ph and clears skin
- Superfine mist
- The company has been around for over 100 years
Tighten pores, smooth fine lines, cleanse, and moisturize all in one product. Our witch hazel mist with rosewater and aloe vera is the perfect toner for all skin types, including sensitive skin. Help decrease oil production, fight acne, and balance the Ph on your face with just a few pumps from our superfine mister.
Here’s what people are saying about our Witch Hazel Facial Mist:
- Reviews go here
The TTS Template
TTS stands for tagline, teaser, and specifications. It’s used across many eCommerce platforms and by some of the biggest names out there, like Morton’s table salt.
The tagline is the hook to get potential buyers interested in your product.
The teaser should answer the question of why your customer should care about your product as briefly as possible. It’s usually no more than a couple of paragraphs, but if it is longer, be sure to break it up to avoid reader eye strain and boredom.
Specifications are where you get into how the product works and what the customer will get out of it. Talking about features and benefits is the perfect place to put in a bullet point list. Aim for at least four benefits you can say about the product, if not more.
- A couple of paragraphs drawing the potential customer in
- Bulleted benefits list
Pure hydration your way
Whether you’re an avid drinker, a defined cheekbones straw guzzler, or you like to switch it up depending on how you’re feeling, we’ve got the water bottle for you.
Sip in style with our duo-toned bottle while never missing hitting your water intake with clear lines on where you should be at with your drinking.
Our bottles are easy to clean and come with an easy-carry handle for extra comfort.
- It comes with both a straw and a drinking hole for the pickiest of water drinkers.
- It sports an ergonomic design to help with wrist fatigue on long walks.
- It comes in several different color options for you to choose from.
- It comes with obvious watermarks with motivational messages to get you drinking your water.
The Mini-Blog Template
You can take everything typically done in a blog post and cut it down to a product description size. You’ll have a header, a hook, the key features of your product, the characteristics of your product, and a call to action at the end.
- Product title – Include the name of the product and main keyword.
- Brief product description – Connect with the customer emotionally with powerful language and describe the benefits in a couple of sentences.
- Key Features – Use a bulleted list to explain the advantages and disadvantages of each feature in a couple of sentences and try to add relevant keywords whenever it’s naturally possible to do so.
- Product characteristics and specifications – Include as much detailed information about your product as possible using charts and lists to make it scannable.
- Call to Action – What you’d like the reader to do next. It should be direct and straightforward.
Dryer Balls – Eco-Friendly Fabric Softener Alternative
Tired of having to buy more dryer sheets just for your clothes to come out with a bunch of static? You won’t be any more, with our dryer balls.
These environmentally-friendly balls help dry your clothes faster by lifting and separating your clothes, preventing static cling, and allowing hot air to flow more efficiently.
- Reusable so you won’t have to buy expensive dryer sheets or fabric softener
- Eco-friendly by reducing waste, chemicals, and the number of times you’ll have to rerun the dryer because your clothes are still wet.
- Fluffs laundry by lifting clothes so they don’t rub together and weigh down the load.
Dryer balls soften fabrics naturally without chemicals or toxic materials and help separate clothes for faster drying times. The dryer balls are durable, reusable, and easy to use. These dyer balls come in a set of 4.
Getting Help With Product Descriptions
If you’re still having problems writing product descriptions, or if you feel the above product description templates don’t quite fit with, try Copysmith. Add in a few pieces of product information and in minutes you’ll have plenty of descriptions to choose from.
Plus you can get a lot more from the platform than just beautiful product descriptions, including content rewrites, content ideas, and blog ideas. Copysmith manages all your copywriting and then stores it in one secure place that you can access any time.
Writing a product description doesn’t have to be complicated. And the great thing about the internet is that if you don’t get it right the first time, you can easily change it.
So get your creative juice flowing with descriptions that will quickly capture the attention of your audience and convert customers.