What To Write In A Product Description? 

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Businesses are turning upside down. Of course, positively!  

With the rage of digitalization, there’s a rise in eCommerce stores. According to Statista, in 2020, over two billion people shopped online, and online retail sales crossed the 4.2 trillion U.S. dollars mark globally. Moreover, a report by UNCTAD shows how COVID-19 boosted online retail sales worldwide. It proves only one thing: 

“The unstoppable growth of online shopping and eCommerce stores.” 

While we are on this topic, it is mandatory to understand how products perform well online and make sales for themselves. The chief element in online sales is a product description. It narrates the full story of a product. They say, “An exceptionally-written product description has the power to drive customers through the sales funnel.” 

Therefore, this article will explore the meaning of a product description, know product descriptions for SEO, what to write in it, discover things to consider while writing, and learn how to write one.  

What is a Product Description? 

Straight to the point: A product description is an insight into the product’s features, functions, and use.  

Now let’s get a little deep into it.  

A product description does both; explain the product to its buyers and tell the reader its benefits or problem-solving abilities. To do this right, a product description should be brief and brilliant. Any description is excellent if it answers these three questions related to the product: 

• What problem does it solve?  

• What do customers gain from it?  
• How is it unique from other products?  

In today’s time, product descriptions are not mere words. But they are a marketing tool to lure customers into a purchase. That’s why eCommerce product descriptions are well-researched, well-thought, and well-written. In order to introduce your product to your target market, your product description is essential.

These online stores use product descriptions to drive organic traffic on their website by putting Google ranking keyword content in it. Hence, writing a product description needs stellar writing skills, marketing knowledge, and insights into the target audience.  

What to Write in a Product Description? 

Now that we know enough about a product description let’s get into the tidbits of what to write. You should never skip these three things in any product description you write in your lifetime: 

1. Product information:

Right from what the product is, what it does, what is its price, the benefits of using it, and what difference it makes in the lives of customers – narrate the whole story. 

You must write this section in a story-telling way that compels the reader to move forward and read its uses.  

2. Product uses:

Giving the product information is necessary. However, mentioning its uses is equally essential. By knowing the product use, customers can visualize how the product will work in their life.  

To make your case strong, illustrate the use of the products in its description through an image or video. It will help the potential customers to imagine a lot better.  

3. Proof of your claims:

Until now, the reader is impressed but not yet convinced to purchase. Give proof of what you are claiming for your products to call your customers to action.  

You can go for publishing customer reviews, ratings, and testimonials. Additionally, you can link to case studies and show real-life examples of how your product is making an impact.  

Things to Consider While Writing  

There are a few things to consider while writing a description, no matter what the products are. They are: 

Be honest – To make sales, you can’t write overwhelming things about your product in its overview. Talk about its real quality and be transparent about its actual price. Being deceptive in the product description can harm your longtime image.  

Use the right words – Some words hit just right. For example, words like Announcing, Introducing, Amazing, Sensational, and Revolutionary can influence readers to make an action.  

Keep it casual – While writing a description, remember one thing, it’s an overview and not a thesis. Casually writing it will make it eye-catchy and stand out.  

Think creative – Creativity is limitless. Let’s understand it with an example of a product description written by Everlane: 

“A heel you can walk in. All. Damn. Day. This ballet-inspired silhouette is designed with a rounded toe, a walkable 2-inch block heel, and an elasticized back for extra comfort. “  

Only two words to describe this product description – creative and concrete!
 

How to Write an Excellent Product Description? 

1. By being unique: Don’t plagiarize the product description by using the manufacturer’s copy. Draft your own and give Google a chance to rank it based on uniqueness.
2. By knowing the target audience: Understand your shopping crowd and set the tone of product description accordingly. For instance, you can add humor to the Christmas jacket description but not the life jacket description.
3. By making it SEO-ready: Use SEO tools to find the exact keywords you can tuck in your product descriptions. It will help you rank higher and sell better.
4. By telling a story: Any story from product benefits to problem-solving abilities can drive in customers. Furthermore, you can narrate an entertaining story in your description as well. 
5. By summarising benefits: It is exciting to discuss individual features and specifications of our own products when we sell them. Everything we do, from our company website to our products, revolves around us. Getting excited about specific product features and specifications is part of what motivates us to sell our own products.
6. By justifying superlatives: It is insincere to describe your product as the best, the easiest, or the most advanced unless you can clearly demonstrate why it is that way.

Summary  

There is no concept of a perfect product description template. You have to try, implement, improve, and revise your templates to reach the one that converts and pays you off finally. You can only master writing product descriptions by going creative and testing yourself from time to time. Your product description is good to go ahead as long as you have covered the product specs, measurements, qualities, attributes, price, variants, and usage.