{"id":387,"date":"2020-03-11T11:23:45","date_gmt":"2020-03-11T11:23:45","guid":{"rendered":"https:\/\/www.team4ecom.com\/blog\/?p=387"},"modified":"2025-02-26T14:29:06","modified_gmt":"2025-02-26T14:29:06","slug":"how-to-write-product-descriptions-that-sell","status":"publish","type":"post","link":"https:\/\/www.team4ecom.com\/blog\/how-to-write-product-descriptions-that-sell\/","title":{"rendered":"How to Write Good Product Descriptions That Sell-3 Tips with Examples"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"wp-image-189\" src=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/product-description-writing-1024x536.jpg\" alt=\"3 Tips for Product Descriptions Writing\" title=\"How to Write Product Descriptions That Sell\" class=\"wp-image-415\"\/><\/figure>\n\n\n\n<p>Writing product descriptions<strong> <\/strong>is an odd art. It\u2019s basically stringing up words that can get you sales. At the same time, it\u2019s a balancing act between appeasing a ranking algorithm and solving a customer\u2019s query.&nbsp;<\/p>\n\n\n\n<p>Like we said, odd!&nbsp;<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>And yet, if you don\u2019t master this art, your online sales figures are as good as doomed. After all, there\u2019s a reason why <a href=\"https:\/\/www.team4ecom.com\/product-listing-management-services.html\" target=\"_blank\" rel=\"noopener\" title=\"\">product content writing services<\/a><strong> <\/strong>have such a massive fanfare in eCommerce circles!\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>87% of shoppers consider product content a crucial factor when buying online<\/li>\n\n\n\n<li>50% of customers return products because the item didn\u2019t match its descriptions<\/li>\n\n\n\n<li>98% of buyers abort the idea to buy a product because of inaccurate\/incomplete description&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Clearly, content is critical. Creating original product descriptions that highlight your product\u2019s USPs while keeping SEO in mind can help boost sales and conversions. Plus, they can lead to an increase in your eStore\u2019s visibility and reputation.&nbsp;<\/p>\n\n\n\n<p>In this space, we will <a href=\"https:\/\/www.team4ecom.com\/product-description-writing-services.html\" target=\"_blank\" aria-label=\"discuss the major aspects of writing product descriptions (opens in a new tab)\" rel=\"noopener noreferrer\">discuss the major aspects of writing product descriptions<\/a>. You will also see some creative examples from the industry that can inspire you to write better descriptions.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Is a Product Description?&nbsp;<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"331\" src=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/product-description.jpg\" alt=\"Product Descriptions Elements\" class=\"wp-image-408\" title=\"What is Product Description?\" srcset=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/product-description.jpg 500w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/product-description-300x199.jpg 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/figure>\n<\/div>\n\n\n<p>When stripped down to its basics, a product description is a marketing copy written to attract a user\u2019s attention and get them to visit your eStore. The primary objective of writing product descriptions is to identify a product, its functions\/usage, and the reasons to buy it.&nbsp;&nbsp;<\/p>\n\n\n\n<p>So, ideally, a description should highlight an item\u2019s features, benefits, and details. In addition to the text, it can also contain images, videos, reviews, etc.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>73% of shoppers prefer a video that explains what the product does&nbsp;<\/li>\n\n\n\n<li>42% of customers want to see more testimonials and reviews in the description area<\/li>\n\n\n\n<li>63% of customers value brands that offer relevant product descriptions&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Typically, there are five elements that you need to keep in mind when writing product descriptions.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Title&nbsp;<\/li>\n\n\n\n<li>Images<\/li>\n\n\n\n<li>Bullets [Feature Section]<\/li>\n\n\n\n<li>Description&nbsp;<\/li>\n\n\n\n<li>Reviews &amp; Ratings&nbsp;<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"642\" height=\"1024\" src=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/ecom-product-description-1-642x1024.jpg\" alt=\"How to Write An E-commerce Product Description ?\" class=\"wp-image-413\" style=\"width:642px;height:1024px\" title=\"Anatomy Of An E-commerce Product Description\" srcset=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/ecom-product-description-1-642x1024.jpg 642w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/ecom-product-description-1-188x300.jpg 188w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/ecom-product-description-1-768x1225.jpg 768w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/ecom-product-description-1.jpg 784w\" sizes=\"auto, (max-width: 642px) 100vw, 642px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"docs-internal-guid-4944cccb-7fff-8a7c-eac6-05c49200db99\">3 Product Description Writing Tips + Examples: Stuff That Works<\/h2>\n\n\n\n<p>It is often the case with words that the least obvious ones have the most powerful impact on a reader. In eCommerce, more valid words do not exist!&nbsp;<\/p>\n\n\n\n<p>The central idea behind writing product descriptions is simple- subtle sales. How do you do it? Let\u2019s see!&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Don\u2019t State the Features; Talk about the Benefits&nbsp;<\/h3>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/backcountry-1-778x1024.jpg\" alt=\"How to Write Good Product Descriptions\" class=\"wp-image-397\" width=\"778\" height=\"1024\" srcset=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/backcountry-1-778x1024.jpg 778w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/backcountry-1-228x300.jpg 228w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/backcountry-1-768x1010.jpg 768w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/backcountry-1.jpg 1262w\" sizes=\"auto, (max-width: 767px) 89vw, (max-width: 1000px) 54vw, (max-width: 1071px) 543px, 580px\" \/><\/figure>\n\n\n\n<p>This is a Backcountry product page. And, right below, you can find a part of their product description.&nbsp;<\/p>\n\n\n\n<p>Observe how every feature of the backpack is presented in a way that talks about what the product can achieve. Sentences stress on the usage, benefits, and multi-purpose nature of the product. Notice the use of key terms like \u2018Designed,\u2019 \u2018lets you,\u2019 \u2018keeps,\u2019 \u2018compatibility,\u2019 etc.&nbsp;<\/p>\n\n\n\n<p>Writing product descriptions with these terms can help show the user exactly how the product can benefit them.&nbsp;<\/p>\n\n\n\n<p>Many good <a aria-label=\"Amazon consultants suggest (opens in a new tab)\" rel=\"noopener noreferrer\" href=\"https:\/\/www.team4ecom.com\/amazon-consulting-services.html\" target=\"_blank\">Amazon consultants suggest<\/a> a similar strategy because it serves a central purpose. By using this technique, you can turn a simple explanation of product features into an enticing invitation. Not only does it allow you to list down every trait of the product, but it also makes the text an informative piece.&nbsp;<\/p>\n\n\n\n<p>As opposed to a drab paragraph full of otherwise meaningless details, establishing a context helps customers better understand what you are selling. It helps a customer recognize the value of your products for their needs.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Stick to Your Buyer Persona&nbsp;<\/h3>\n\n\n\n<p>Do you know what separates a good product description from a bad one?<\/p>\n\n\n\n<p>Information presented in the right context to the right subject.&nbsp;&nbsp;<\/p>\n\n\n\n<p>There are many answers, of course. But this is one of the most fundamental ones.&nbsp;<\/p>\n\n\n\n<p>Context is critical. If you\u2019re writing product descriptions that can sell, you must know what to include in the content and what to leave behind. That understanding comes from knowing your target buyer\u2019s personality.&nbsp;<\/p>\n\n\n\n<p>A majority of product content writing services usually start their projects by studying the target audience demographic. Once they get a clear definition of what the buyer looks like, communicating the product\u2019s value to them becomes easier. They know what the buyer cares about and what they value more. Using that knowledge, they create a product copy that is tailored to the customer\u2019s ideal expectations.&nbsp;<\/p>\n\n\n\n<p>Target buyer research can also educate you on the biggest customer pain points. By explaining how your products fight those issues, you can increase its value in the shopper\u2019s perception.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s an example of a Basic Beard Care Kit from the Mountaineer Brand.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/buyer-persona-1024x791.jpg\" alt=\"Basic Beard Care Kit from the Mountaineer Brand\" class=\"wp-image-399\" width=\"1024\" height=\"791\" srcset=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/buyer-persona-1024x791.jpg 1024w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/buyer-persona-300x232.jpg 300w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/buyer-persona-768x593.jpg 768w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/buyer-persona.jpg 1173w\" sizes=\"auto, (max-width: 767px) 89vw, (max-width: 1000px) 54vw, (max-width: 1071px) 543px, 580px\" \/><\/figure>\n\n\n\n<p>A Beard Care Kit isn\u2019t exactly the most in-demand product. It, however, is a critical item for those who are either in need of it or already using a similar product, i.e., the target buyer.&nbsp;<\/p>\n\n\n\n<p>Notice how the description talks about the product, gives detailed information about the contents, what they\u2019re made up of, and how to use them. This is an example of a product whose buyer may not be aware that such a product exists or may not know how it can be used. A customer looking for such a product requires information, and here, it\u2019s being offered in plenty.&nbsp;<\/p>\n\n\n\n<p>On the other hand, if you look at the product page of a popular product, like Apple\u2019s iPhone or Samsung\u2019s TV, the difference is stark. They only list technical specifications because they already dedicate a full page to talk about the product\u2019s benefits on their website.&nbsp;<\/p>\n\n\n\n<p>Take another example from Nike.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/nike-shooes-1024x708.jpg\" alt=\"Nike shoe description\" class=\"wp-image-400\" width=\"1024\" height=\"708\" srcset=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/nike-shooes-1024x708.jpg 1024w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/nike-shooes-300x208.jpg 300w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/nike-shooes-768x531.jpg 768w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/nike-shooes.jpg 1424w\" sizes=\"auto, (max-width: 767px) 89vw, (max-width: 1000px) 54vw, (max-width: 1071px) 543px, 580px\" \/><\/figure>\n\n\n\n<p>Focus on terms like \u2018responsive cushioning,\u2019 \u2018optimizes breathability,\u2019 \u2018relieves pressure,\u2019 etc. These phrases talk about solving the problem. As we discussed earlier, this is an example of tackling the buyer\u2019s pain points in your product descriptions.&nbsp;<\/p>\n\n\n\n<p>Ergo, it&#8217;s critical to stick to your target buyer\u2019s persona when writing product descriptions. You must conduct good-enough research before creating copies. Of course, you can and should <a href=\"https:\/\/www.team4ecom.com\/blog\/hire-an-amazon-virtual-assistant\/\" target=\"_blank\" aria-label=\"hire Amazon consultants for this purpose (opens in a new tab)\" rel=\"noopener noreferrer\">hire Amazon consultants for this purpose<\/a>, since it is a time-taking process.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Make It Skimmable&nbsp;<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/01449290500330448\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" aria-label=\"Fifty milliseconds (opens in a new tab)\">Fifty milliseconds<\/a>&#8211; that\u2019s how much time a user takes to make up their mind about any website. It\u2019s only reasonable then that most people scan online pages, looking only at the titles, headlines, and opening sentences.&nbsp;<\/p>\n\n\n\n<p>People only read every word if they are very interested in the subject. Even then, text-heavy, long paragraphs can deter them from going further. That is why short, succinct sentences are so famous in eCommerce product description writing practices.&nbsp;<\/p>\n\n\n\n<p>Skimmable product pages can help eSellers in many ways-<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The product description clearly conveys the purpose of the page&nbsp;<\/li>\n\n\n\n<li>The user doesn\u2019t need to work very hard to locate the information they are looking for&nbsp;<\/li>\n\n\n\n<li>Increases user retention&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s an example of <a href=\"https:\/\/loaf.com\/products\/slumber-jack-chaise-longue\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" aria-label=\"Loaf (opens in a new tab)\">Loaf<\/a>, a high-street retailer with all the right tick marks when it comes to scannable content descriptions.  <\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/eCommerce-product-description-935x1024.jpg\" alt=\"ecommerce product description\" class=\"wp-image-401\" width=\"935\" height=\"1024\" srcset=\"https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/eCommerce-product-description-935x1024.jpg 935w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/eCommerce-product-description-274x300.jpg 274w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/eCommerce-product-description-768x841.jpg 768w, https:\/\/www.team4ecom.com\/blog\/wp-content\/uploads\/2020\/03\/eCommerce-product-description.jpg 1599w\" sizes=\"auto, (max-width: 767px) 89vw, (max-width: 1000px) 54vw, (max-width: 1071px) 543px, 580px\" \/><\/figure>\n\n\n\n<p>You can see how the description is grouped into relevant categories. Images and illustrations have been used in plenty. Every detail a customer might require is right there, displayed as precisely as possible.&nbsp;<\/p>\n\n\n\n<p>That should be your aim when writing product descriptions<strong>&#8211;<\/strong> a page that\u2019s too easy to browse.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how you can create skimmable content for your product pages.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Keep the paragraphs short&nbsp;<\/li>\n\n\n\n<li>Utilize white spaces when grouping relevant content to avoid a cluttered look<\/li>\n\n\n\n<li>Use fonts that readable on different screens without causing eye-strain&nbsp;<\/li>\n\n\n\n<li>Keep the sentences brief, the language simple&nbsp;<\/li>\n\n\n\n<li>Use several subheaders &amp; bullets to break down the flow of the content&nbsp;<\/li>\n\n\n\n<li>Use images and videos to reduce the weight of text on your product page&nbsp;<\/li>\n\n\n\n<li>Use a conversational style that shoppers can easily relate to&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Additionally, you can also play with the page design to make the content appear more well-spaced and scannable.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Additional Quick Tips for Writing Great Product Descriptions&nbsp;<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Highlight the most valuable features and USPs<\/li>\n\n\n\n<li>Include user-generated content in the description(user\u2019s photos) to add a relatable touch to the product page&nbsp;<\/li>\n\n\n\n<li>Use videos, creative guides, demos, etc. to further intrigue the visitor<\/li>\n\n\n\n<li>Use original copies that resonate with your brand\u2019s personality<\/li>\n\n\n\n<li>Throw some focus on the best reviews your product has got&nbsp;<\/li>\n\n\n\n<li>Avoid unnecessary use of Jargons<\/li>\n\n\n\n<li>Use emotive words that can bring a sentence to life&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Let Your Descriptions Sell Your Products&nbsp;<\/h2>\n\n\n\n<p>Writing product descriptions is a creative matter. Any reasonably good Amazon consultant will tell you so. That\u2019s why trying to follow a set of rules instead of experimenting with different ideas might not always work.&nbsp;<\/p>\n\n\n\n<p>However, letting your words amok without paying attention to what works in the industry is just as bad!&nbsp;<\/p>\n\n\n\n<p>So, establish a balance. Follow the latest trends to understand where the leading brands are going. Follow the rules we just discussed in the context of your product. And then, watch the magic of great product descriptions unfold.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">We Can Help<\/h2>\n\n\n\n<p>Team4eCom is an <a aria-label=\"Amazon listing company (opens in a new tab)\" href=\"https:\/\/www.team4ecom.com\/amazon-listing-services.html\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon listing company<\/a><strong> <\/strong>with a comprehensive suite of product content writing services. We\u2019ve supported several eCommerce businesses across the globe with original, SEO-friendly product descriptions and attractive copies. With our polished team of niche-specific writers, researchers, and editors, we can create unmatched descriptions for your brand. Get in touch with us at <a href=\"mailto:info@team4ecom.com\">info@team4ecom.com<\/a>, and let\u2019s discuss how we can help you!&nbsp;<\/p>\n\n\n<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Writing product descriptions is an odd art. It\u2019s basically stringing up words that can get you sales. At the same time, it\u2019s a balancing act between appeasing a ranking algorithm and solving a customer\u2019s query.&nbsp; Like we said, odd!&nbsp;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,7],"tags":[47,49,46,48],"class_list":["post-387","post","type-post","status-publish","format-standard","hentry","category-amazon-consulting-services","category-product-content","tag-amazon-consultants","tag-amazon-listing-company","tag-product-content-writing-services","tag-product-description-writing"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.team4ecom.com\/blog\/wp-json\/wp\/v2\/posts\/387","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.team4ecom.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.team4ecom.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.team4ecom.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.team4ecom.com\/blog\/wp-json\/wp\/v2\/comments?post=387"}],"version-history":[{"count":37,"href":"https:\/\/www.team4ecom.com\/blog\/wp-json\/wp\/v2\/posts\/387\/revisions"}],"predecessor-version":[{"id":1525,"href":"https:\/\/www.team4ecom.com\/blog\/wp-json\/wp\/v2\/posts\/387\/revisions\/1525"}],"wp:attachment":[{"href":"https:\/\/www.team4ecom.com\/blog\/wp-json\/wp\/v2\/media?parent=387"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.team4ecom.com\/blog\/wp-json\/wp\/v2\/categories?post=387"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.team4ecom.com\/blog\/wp-json\/wp\/v2\/tags?post=387"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}