How to Write a Product Description

A stunning visual of your product can attract attention, but a well-crafted product description can get buyers hooked on your product, and often gets them to buy.

Your product might capture their eyes, but a product description is what determines if it meets their spec.

When customers shop online, they can’t physically touch or try out the products. Instead, they rely on your description to give them a clear picture.

This includes everything from features and benefits to how the product will make them feel.

In this article, you'll learn the secret of writing descriptions that sell effortlessly and leave your customers coming back for more.

What is a product description?

A product description is a well-written explanation of the features, benefits, and key details of a product.

It speaks directly to your customers, telling them why they should care, how the product fits their needs, and why it’s worth their attention.

It aims to inform potential buyers, address their needs, and convince them that the product is the right choice.

Examples of Product Descriptions

1. Pink 32-ounce Wide Mouth Bottle

The description emphasizes the features that make the bottle versatile and convenient. Observe the way it clearly outlines its benefits for everyday use, appealing to a wide range of users, from outdoor enthusiasts to those seeking hydration solutions for daily routines.

2. Ghirardelli Double Chocolate Brownie Mix

The product description for Ghirardelli Double Chocolate Brownie Mix is an excellent example of persuasive and engaging copywriting that aligns with the visual elements on the product page.

Why This Works

By combining descriptive language, brand credibility, and appealing visuals, this product description creates a compelling case for purchasing Ghirardelli’s brownie mix.

It makes the customer feel confident that they’re buying not just a baking ingredient but a premium experience.

3. Heinz Organic Tomato Ketchup

The product description on the Heinz Organic Tomato Ketchup display works well because it clearly communicates the product’s unique selling points and aligns them with visuals to enhance customer appeal.

The description emphasizes the product's organic nature with words like “USDA-certified” and “every tomato we use is organically grown.” This builds trust and appeals to health-conscious consumers.

It also reassures customers that the ketchup retains its familiar “thick and rich taste” despite being organic, a subtle way of addressing concerns about flavor.

Why are product descriptions important?

A well-written product description, especially descriptions with sensory and emotional language, helps customers visualize themselves using the product. This connection makes the product and your brand name memorable.

Clear and detailed product descriptions boost sales and conversions by establishing your brand as reliable and transparent.

In competitive markets, compelling product descriptions help your brand stand out. It simplifies decision-making for customers.

When the description clearly explains how the product solves their problem or enhances their life, it reduces hesitation and builds confidence.

How to write a product description

1. Understand your customers

Before putting pen to paper, identify your ideal customer, what do they care about? What challenges are they facing?

Tailor your language, tone, and messaging to address their preferences, needs, and pain points.

2. Focus on benefits, not just features

While features explain what a product is, benefits show why the customer needs it.

More emphasis should be placed on benefits rather than features, as this helps to create a stronger connection.

The product description for the Mother’s Day Quencher H2.0 FlowState™ Tumbler effectively highlights benefits over features, appealing to the customer’s emotions and practical needs.

Let’s break it down:

Rather than simply stating the tumbler has an ergonomic handle (feature), it emphasizes the “easy to carry” benefit. This appeals to users looking for a comfortable and portable solution for their busy lifestyles.

The advanced FlowState lid is described as having three positions (feature), but the focus is on how it prevents splashes and spills (benefit). This makes the product feel practical and user-friendly, especially for multitaskers.

The dishwasher-safe feature is positioned as a time-saving benefit, making it “easy to clean” for people with busy schedules.

3. Use sensory language

Using descriptive words that appeal to the senses can make the product come alive in the customer’s mind.

Here is an example:

The use of rich, sensory descriptions like “grass-fed butter melted into golden bone broth” and “accented with aromatic herbs, mild peppers, and full-bodied tomato puree for a velvety-smooth finish” in this Kettle and Fire KETO, paints a vivid picture of the product's taste and texture.

This makes it highly appealing to food enthusiasts, particularly those following a keto diet, who seek satisfying and flavorful options.

4. Add relevant keywords

Optimize your product descriptions for search engines by using carefully researched keywords.

For example:

Keyword: Travelling bag

The suggestions, such as “travelling box,” “travelling box price in Nigeria,” and “travelling luggage”, highlight commonly searched phrases that reflect customer interest.

Including these keywords naturally within a product description can help improve search engine rankings and make it easier for customers to find the product.

5. Make it scannable | Use bullet points for clarity

The use of formatting and bullet points makes your descriptions easy to read, especially for products with multiple features and specifications.

Bullet points for key features.

Example:

• Lightweight and portable

• Made from eco-friendly materials

• Holds up to 1 litre of water

Bold, italicized text for examples.

6. Include social proof

Highlight customer testimonials, awards, or certifications. This helps to build trust between your brand and customers.

Example:

This promotional image for Kettle & Fire Bone Broth effectively leverages social proof to build trust and encourage potential buyers.

This combination of verified reviews, specific benefits, and alignment with the company's mission builds trust, reinforces the product’s value, and motivates action.

By showcasing happy customers who share relatable and authentic experiences, Kettle & Fire effectively uses social proof to drive interest and sales.

7. Address doubts or questions

Tackle customers’ questions directly by addressing common concerns within your product description. Offer clear and reassuring answers to eliminate hesitation, build trust, and provide the confidence needed to inspire customer loyalty.

8. Use storytelling

Humans are emotional beings

Telling a story creates a personal connection, taking your product from just an item into an experience customers want to be part of.

Begin by creating a scene where the customer is using or experiencing the product. This helps them visualize its benefits in their own life.

Position the customer as the central figure in the story.

Create a narrative that reflects the customer’s aspirations, whether they’re seeking beauty, confidence, comfort, or adventure.

End the description with a CTA or invitation, sparking excitement about what the product can do.

Storytelling turns everyday items into desirable experiences, creates emotional connections, and boosts sales.

9. Don’t forget visuals

Visuals are an important element when it comes to product descriptions. They enhance the customer’s understanding of the product and make it more appealing. Images and videos provide a clear representation of the product, showing features like size, color, texture, and overall design that words alone may not convey.

Take a look at Burger King’s Spicy BK Royal Crispy Chicken.

Does this sandwich not look tempting?

The way the toasted potato bun is stacked high with crispy chicken, fresh lettuce, juicy tomatoes, and a spicy glaze, it just screams flavor overload.

Visuals are super important when it comes to product descriptions, they basically work hand-in-hand with your text to grab attention and get your message across. The way they’ve styled the sandwich makes it look perfectly stacked, with the glaze practically glistening on the crispy chicken.

It’s meant to draw you in and make you say, “Yeah, I need that for lunch.”

Products with appealing visuals grab attention faster than text alone, keeping shoppers engaged longer.

Summary

Now that you have the key to creating great product descriptions that inspire customer loyalty, it’s time to take action.

Product descriptions are your chances as a business owner to turn casual browsers into loyal customers. They are not just about providing information, they are for creating an experience.

Focus on understanding your audience, highlighting benefits, and telling a compelling story; that way, you transform your product pages into powerful conversion tools.

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