How to Write Product Descriptions [+Product Description Template]

How to Write Product Descriptions [+Product Description Template]


You’ve developed an incredible product, constructed a unbelievable web site, and ready your on-line retailer. However there’s another essential step in establishing your ecommerce enterprise: writing partaking, informative, and persuasive product descriptions.

Product descriptions are essential in guiding potential prospects of their shopping for choices. If finished appropriately, they improve gross sales, decrease return charges, and enhance your retailer’s search engine rating.

Need assistance? We’ve compiled ten tips about the best way to write compelling product descriptions, together with a useful product description template you should use.

What Is a Product Description?

Product descriptions are the copy in your web site that describes what your product is and why it is value buying. The target of a product description is to persuade prospects to purchase with vital details about options and advantages.

Most customers will navigate away from a product web page if the outline is poorly written, unclear, or unhelpful.

For instance, if a magnificence product would not embody the elements, measurement, or meant advantages, prospects could buy a competitor’s product as a substitute. 

Whereas the information beneath can information you in crafting persuasive product descriptions, generally you want somewhat further assist.

Ecommerce Booster App by Semrush can save time, optimize descriptions, and extra:

  • Amp up gross sales with AI-generated product descriptions.
  • Enhance product photos in seconds: improve picture high quality, take away backgrounds, generate alt texts.
  • Improve Your ROI and conversions with a Prepared-To-Implement motion Plan based mostly on the audit of your retailer.

The best way to Write a Product Description

For those who’re not an expert copywriter, writing product descriptions could be a difficult process. Listed here are some steps to information you:

Know Your Viewers

Probably the most essential step in crafting your product description doesn’t have any writing concerned. It is understanding who your viewers is. Figuring out your goal market will considerably affect the way you specific your product’s options and advantages.

  • What are their pursuits, wants, and considerations?
  • What motivates your prospects to purchase?
  • Do they prioritize high quality, value, comfort, or performance?
  • What’s their life-style like?

The extra exactly you reply these questions, the higher you may tailor your product descriptions to talk on to potential consumers.

For instance, in case your target market is environmentally acutely aware younger adults, you would possibly spotlight your product’s sustainable supplies and moral manufacturing processes. Studying about your viewers will provide help to to make use of the vocabulary, tone, and elegance that resonate with them and encourage them to purchase.

Spotlight the Product’s Options

When you absolutely perceive your target market, the subsequent step is to showcase the product’s options. Product options consult with particular particulars or attributes, similar to:

  • Measurement
  • Coloration
  • Materials
  • Components
  • Technological parts
  • Design

When itemizing out your product’s options, be clear and exact. Keep away from any business jargon that your prospects won’t perceive. As an alternative, purpose to offer a simple rationalization of what makes your product distinctive.

As you describe these options, think about your potential buyer holding the product, utilizing it, experiencing it. How would possibly they work together with these options of their day-to-day life?

For instance, for those who’re promoting a smartphone and focusing on new mother and father, do not simply point out that it has a “12MP digicam.” Broaden on this by saying, “Seize particular moments in high-definition element with our 12MP digicam.”

Bear in mind, your aim right here is to provide your consumers sufficient particulars to really feel like they’ve held the product, even when they can not see it in particular person. The result’s that your potential prospects shall be extra probably to purchase, assured of the standard and advantages they’re going to obtain.

Checklist the Product’s Advantages

Whereas product options give prospects specs, advantages clarify what these options imply to a buyer’s life. Advantages reply the query, “So what? How does this characteristic impression me?”

Essentially, prospects wish to know the way shopping for your product will improve their lives. They wish to perceive what issues it solves, what difficulties it eases, and what joys it brings.

Whether or not it is saving time, enhancing well being, offering leisure, or boosting their standing, each services or products can supply compelling advantages. To establish your product’s advantages, mirror on every characteristic listed and ask your self:

  • Why is that this characteristic helpful?
  • Why does a buyer want it?
  • How does it make their life higher?

When writing about advantages, use persuasive language. Individuals buy based mostly on emotion and justify them with logic afterward. Constructive emotional triggers like pleasure, reduction, consolation, and status can improve the need in your product.

At all times lead with the advantages when writing your product description. Instantly inform the client how they stand to realize from the product.

Create a Distinctive Promoting Level (USP)

The one strategy to win in opposition to your rivals is to establish and spotlight the distinctive parts your product has, which is your Distinctive Promoting Level (USP). Your USP units your product aside from the gang and provides prospects a cause to select it.

Possibly your product boasts superior high quality, makes use of cutting-edge expertise, presents distinctive worth, gives a novel operate, or just caters to a distinct segment market that others do not.

As soon as you have figured that out, emphasize your USP in your product description. Don’t simply declare your USP—show it. Provide specifics to assist your viewers perceive and recognize what makes your product distinctive.

As an example, as a substitute of vaguely saying your product is “high-quality,” clarify that it’s handmade or makes use of top-grade supplies. As an alternative of eco-friendly, specify the sustainable manufacturing strategies or the biodegradability.

By speaking your USP successfully, you are giving your viewers compelling causes that justify why they need to select your product over others.

Use Descriptive and Sensory Language

An efficient product description lets prospects think about the expertise of proudly owning or utilizing the product. One strategy to obtain that is to make use of descriptive and sensory language.

Descriptive language lets you paint a extra detailed and vivid image of what you are promoting, making it extra actual and engaging within the minds of your prospects.

As an alternative of claiming, “Our espresso tastes good,” describe how “our wealthy, full-bodied espresso, with notes of caramel and chocolate, delivers a clean, sturdy taste that dances in your palate.”

Sensory language focuses on partaking the client’s 5 senses:

  • Sight
  • Sound
  • Odor
  • Contact
  • Style

Whenever you describe how one thing appears to be like, sounds, smells, feels, or tastes, you are serving to prospects visualize the product, which makes it extra actual for them and prompts a stronger emotional connection.

Through the use of one of these language in your product descriptions, you create a extra immersive, sensory buying expertise that may drive prospects towards a purchase order. This technique is extra vital than ever, as on-line buying can not present the identical sensory expertise as bodily shops.

Keep away from Jargon

Whereas it is vital to be educated and detailed in your product descriptions, keep away from utilizing business jargon, complicated technical terminology, or obscure acronyms that your common buyer won’t perceive.

At all times keep in mind to put in writing in your viewers, not for consultants.

The important thing to efficient product descriptions is simplicity and readability. Make your descriptions simple to learn and comprehend, conversational, and relatable. If a time period or characteristic wants rationalization, present it in an simply digestible method.

As an example, as a substitute of claiming, “Our headphones make the most of ANC expertise,” state, “Our headphones embody Lively Noise Cancellation (ANC) expertise that blocks out undesirable sounds, so you may lose your self within the music.”

After writing your description, it is all the time an excellent follow to have somebody unfamiliar along with your business learn it. If they will perceive and recognize your product based mostly on the outline, you have achieved your aim.

Search Engine Optimization (Search engine optimization)

Whereas writing for patrons is essential, it is equally vital to put in writing descriptions which are pleasant to engines like google.

Search engine optimization, or Search Engine Optimization, is supposed to strategically enhance your web site’s visibility in engines like google. Increased ranks in search outcomes assist drive extra site visitors to your product web page and improve your probabilities of making a sale.

Listed here are just a few ideas for writing Search engine optimization-friendly descriptions.

  • Key phrase Analysis: Earlier than writing your description, establish the search phrases potential prospects would possibly use when searching for your product.
  • Key phrase Integration: Weave these key phrases into your product descriptions naturally. Bear in mind, the first goal of your content material is to attraction to your viewers, not simply engines like google. So keep away from key phrase stuffing!
  • Distinctive Descriptions: Keep away from duplicating content material. Engines like google, particularly Google, penalize duplicate content material. Be certain that every product has a novel description, which supplies it the very best probability to rank extremely in search engine outcomes.
  • Meta Descriptions: Though not seen straight on the product web page, meta descriptions are an important Search engine optimization component. They’re the quick summaries that seem underneath web site URLs on a search engine outcomes web page.
  • Picture Alt Textual content: Engines like google cannot see photos, however they will learn textual content. By offering alt textual content (an outline of a picture), you are not solely aiding visually impaired prospects but in addition giving your self one other alternative to incorporate your key phrases.

As an example, for those who’re promoting vegan leather-based luggage, some potential key phrases could possibly be “vegan leather-based luggage,” “cruelty-free luggage,” “sustainable leather-based luggage,” and so on. Easily combine these key phrases in your descriptions, like:

“Our trendy and sturdy vegan leather-based luggage are the proper alternative for these looking for a cruelty-free and eco-friendly style assertion.”

By implementing Search engine optimization techniques in your product descriptions, you may guarantee larger product visibility, resulting in increased net site visitors and extra gross sales.

Present Evaluations and Scores

Social proof is a robust instrument to affect shopping for choices. We inherently belief different prospects greater than advertising materials. Based on one research, 82% of customers learn product opinions earlier than making buying selections.

Be certain opinions and scores are seen, real, and simple to navigate. In case your product attracts a excessive score, spotlight it. Constructive buyer opinions that emphasize the product advantages can add a unbelievable real-life attraction to your product.

Encourage your prospects to go away opinions, images, and scores by making the evaluate course of simple, and even incentivize it with reductions or loyalty factors. These opinions are a superb asset to your product web page as they supply credibility and foster belief in your potential prospects.

By showcasing opinions and scores within the product description itself, you present your prospects with the reassurance of the standard and worth of your product from those that have already bought it.

The transparency of together with each optimistic and destructive opinions additionally provides to the credibility and authenticity of your model. Be proactive in responding to destructive opinions and resolving points, demonstrating that you simply worth buyer suggestions and satisfaction.

Embody a Name To Motion (CTA)

One other part of compelling product descriptions is a powerful Name To Motion (CTA). After you have highlighted the options, advantages, and distinctive promoting factors of your product, you wish to information your prospects towards finishing the acquisition.

A CTA is an instruction that prompts your prospects to take instant motion. Within the context of a product description, your CTA could possibly be issues like:

  • Elevate your type
  • Be a part of the revolution
  • Don’t miss out

Do not be afraid to get artistic. Use compelling CTA language that aligns along with your model and makes it stand out. It could possibly be a brightly coloured button or a hyperlinked textual content with a catchy font. It ought to draw the client’s eyes and encourage them to click on on it.

The extra straight your CTA leads your prospects to conversion (a purchase order), the extra probably they’re to observe it. By creating an efficient, persuasive CTA, you are not solely conveying what motion you need your prospects to take but in addition growing the probability they’re going to take that motion.


No matter how compelling your product description is, errors and errors could be a main turn-off for potential prospects. They will make your model look unprofessional and careless, leading to potential consumers dropping belief.

After writing your product description, proofread, proofread, proofread. Examine for typos, grammatical errors, and improper sentence building. Guarantee every little thing is correct, together with the info and claims about your product and any numbers or specs.

Even when it’s grammatically right, you do not wish to confuse your prospects with convoluted sentences or extreme vocabulary. Take into consideration whether or not the tone and elegance of writing match your model voice.

Studying your description out loud can typically provide help to spot any awkward phrasing or lengthy sentences. Alternatively, you should use on-line instruments like Grammarly or Hemingway to test for errors or run it by way of a readability check instrument.

It’s additionally a good suggestion to have a second pair of eyes go over your copy. Totally different folks catch various things. Getting another person to proofread may also help establish any errors or unclear parts you might have missed.

A well-proofread, error-free description not solely demonstrates your dedication to high quality but in addition enhances the client’s belief in your model.

AI Product Description Generator

Whereas the information above can information you in crafting persuasive product descriptions, generally you want somewhat further assist.

Instruments just like the Ecommerce Booster App from Semrush can save time, optimize descriptions, and extra. Right here’s a fast have a look at what it could actually do:

Amp Up Gross sales with AI-Generated Product Descriptions

By synthetic intelligence, the app creates compelling, distinctive descriptions to spice up gross sales and improve conversions.

The generator bases its descriptions in your particular product particulars and its intensive database of high-selling product phrases. It additionally conducts key phrase evaluation to make sure your descriptions are Search engine optimization-optimized and generates meta descriptions with just some clicks.

Enhance Product Photos in Seconds

High quality product photos are important for driving gross sales in an ecommerce enterprise.

The app evaluates the present state of your product images and suggests areas for enchancment. Issues like:

  • Mechanically generate Search engine optimization-friendly alt textual content
  • Take away backgrounds from product photos
  • Improve picture high quality or optimize for web page loading pace

By elevating the look of your product photos, you may guarantee they stand out and seize prospects’ consideration.

Improve Your ROI with a Prepared-To-Implement Plan

The app does greater than stick a band-aid in your present ecommerce product description writing woes. It conducts an expert-level audit of your product pages, figuring out key areas to enhance for boosted efficiency.

Following the audit, the app gives a custom-made, ready-to-implement motion plan designed to optimize your product pages, improve conversions, and in the end ship the next return on funding (ROI).

Product Description Template

Having a template to work from may also help you scale your retailer or shortly add a brand new product that prospects are asking for. Listed here are three product description templates that differ in tone. Be at liberty to combine and match!

1. Informal/Casual Tone

Meet our [Product name], your new finest good friend. With its [mention features – e.g., sleek design, compact size, etc.], this unhealthy boy will match proper into your day-to-day routine. Want some convincing? Try these advantages:

  • [Benefit 1: e.g., Saves you tons of time]
  • [Benefit 2: e.g., No more headaches or hassle]
  • [Benefit 3: e.g., Makes you the talk of the town]

So, what are you ready for? Click on ‘Add to Cart’ and say hey to a neater life!

2. Skilled/Formal Tone

Introducing our [Product name], an instance of performance assembly innovation. Designed with [mention features – e.g., advanced technology, high-quality materials], this product presents top-tier efficiency and dependability for people with discerning tastes. You’ll expertise:

  • [Benefit 1: e.g., High-efficiency performance]
  • [Benefit 2: e.g., Long-lasting durability]
  • [Benefit 3: e.g., Enhances productivity and quality]

Put money into [Product name] in the present day to expertise a superior degree of sophistication.

3. Playful/Enjoyable Tone

Say hey to [Product name] – cute as a button, sensible as a whip! This little gem comes filled with [mention features – e.g., fun colors, whimsical design] that may’t assist however convey a smile to your face. Simply watch it work its magic:

  • [Benefit 1: e.g., Sprinkles a dose of joy in your day]
  • [Benefit 2: e.g., Makes chores a game]
  • [Benefit 3: e.g., Turns heads everywhere]

Get the [Product name] and let the great occasions roll


How do you write a product description step-by-step?

  1. Analysis your target market
  2. Spotlight the product’s options and advantages
  3. Create a Distinctive Promoting Level (USP)
  4. Use descriptive and sensory language whereas avoiding jargon
  5. Make use of Search engine optimization methods
  6. Present social proof the place potential
  7. Embody a Name to Motion (CTA)
  8. Proofread

How do you write a product description instance?

Right here’s an instance of a profitable product description:
Expertise type and sustainability with our Vegan Tote Bag. Crafted from top-quality fake leather-based, this bag presents a spacious inside and a sturdy deal with. It’s extra than simply enticing—our luggage are eco-friendly and cruelty-free. Excellent for fashion-conscious, aware consumers. Make a method assertion that issues.

What needs to be included in product info?

Embody the product’s options, advantages, USP, value, out there colours/sizes/variations, supplies used, guarantee info, care directions, and any buyer opinions or scores.

How lengthy ought to a product description be?

Product descriptions needs to be between 100 to 200 phrases. Nevertheless, the size can differ relying on the product complexity and buyer wants.

How do you describe the standard of a product?

To explain the standard of a product, point out the sturdiness, supplies, efficiency, craftsmanship, or any certifications that attest to its excessive commonplace. Guarantee to substantiate high quality claims with particular, tangible particulars.


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