How you can Write Good Product Descriptions

The eCommerce trade is booming—international on-line gross sales hit $5.8 trillion in 2023 and are anticipated to surpass $8 trillion by 2027, in keeping with Statista^[1]. However right here’s the problem: attracting guests to your retailer is just half the battle—getting them to click on “Purchase Now” is the place the true work begins.

Should you’re a time-strapped enterprise proprietor, crafting compelling product descriptions may really feel overwhelming. You realize they matter, however you don’t have hours to spend on creating every meticulous description. 

We’ve put collectively a information that will help you be taught some confirmed frameworks to jot down good product descriptions that have interaction, persuade, and drive extra gross sales, with out spending hours on each. Let’s dive in. 

Good vs Poor Product Descriptions

A product description ought to do extra than simply listing options—it’s about serving to prospects see the worth of what they’re shopping for. The perfect descriptions are clear and interesting, highlighting the product’s real-life advantages.

Take Nike’s Air Zoom Pegasus 41 for instance. Its product web page doesn’t simply say, “It is a operating shoe.” As an alternative, it focuses on the expertise. Discover these parts of the outline:

• Really feel the distinction: “Responsive cushioning within the Pegasus supplies an energized experience for on a regular basis highway operating.”
• Constructed for efficiency: “Improved engineered mesh on the higher decreases weight and will increase breathability.”

The outline makes the product tangible—the consumer can visualize and really feel the consolation, help, and responsiveness supplied by the shoe.

Nonetheless, not all merchandise want an extended and detailed rationalization. Typically, the picture does a lot of the promoting as a result of it clearly exhibits what the product is and who it’s for, and the outline wants to bolster key particulars.

Different occasions, a well-written description is crucial for much less acquainted or extra advanced merchandise to assist prospects perceive what they’re shopping for.

Take into account a conveyable espresso maker, as an illustration. Since it’s a distinctive product, prospects might not know the way it works, so the outline ought to information them. Let’s have a look at this case:

Every of the examples above demonstrates how the operate of a well-crafted product description is to offer the consumer with precisely the knowledge they want—no extra, no much less.

In distinction, a poorly written product description does the precise reverse: it leaves out important info or supplies an excessive amount of pointless info; it doesn’t reply essential questions prospects might have; and it fails to color an image of the product, its options, and the advantages it can deliver to the client’s life.

The Hidden Price of Poor Product Descriptions

A product description is the bridge between curiosity and conversion. When accomplished proper, it reassures buyers and drives gross sales. However when it falls quick, the implications go a lot past a misplaced buy.

Clients Gained’t Purchase What They Don’t Perceive

87% of shoppers say product content material is essentially the most essential issue when making buying choices on-line^[2]. Since web shoppers can’t bodily see, contact, or take a look at the product, they depend on descriptions to fill within the gaps. They gained’t really feel assured sufficient to buy in case your product copy is obscure or incomplete.

Unhealthy Descriptions Result in Greater Return Charges

Clients usually tend to return merchandise if the descriptions don’t match the objects. And returns are costly—U.S. shoppers despatched again $890 billion price of products in 2024, affecting earnings, stock, and logistics^[3]. Worse but, 87% of shoppers are unlikely to repeat purchases in the event that they really feel misled by inaccurate product particulars.

Weak Copy Can Price You

Buyers don’t simply go away after they encounter poor product descriptions—they take their enterprise elsewhere. 85% of buyers say product info and footage affect their shopping for choices, that means in case your rivals present clearer, extra compelling descriptions, they’ll win the sale as an alternative^[4].

Do you know? Web site load velocity impacts product web page conversion charges. InMotion Internet hosting’s Enterprise Class internet hosting ensures your product pages load rapidly, protecting potential prospects engaged.

Optimizing your product descriptions is likely one of the easiest, most cost-effective methods to spice up income. Whereas it does contain refining your phrases, you don’t should be an knowledgeable copywriter or marketer to see a big payoff from the hassle.

The secret is understanding your viewers and confidently giving them the precise info to buy. Right here’s a easy five-step framework that will help you do that successfully.

A 5-Step Framework for Writing Excessive-Changing Product Descriptions

Step 1: Lead With Your Buyer’s Predominant Profit

Clients don’t purchase merchandise—they purchase options to their issues.

That’s why your product description ought to begin with essentially the most compelling profit: What does it do for them? A espresso maker isn’t nearly brewing espresso—it’s about saving time within the morning. Trainers aren’t nearly supplies—they’re about consolation and endurance on lengthy runs.

Take into account these questions earlier than drafting your product description:

• Who might be utilizing this product?
• Who’s making the acquisition choice?
• What issues most to them (design, sturdiness, or usability)?
• How does this product resolve an issue or enhance their life?

Then, use sensory phrases in your copy to color a vivid image of how the product feels, seems, smells, sounds, and tastes (if relevant) when used. It will assist prospects visualize proudly owning the product and experiencing its advantages, making it extra tangible and fascinating.

Right here’s a easy template to comply with:

[insert product name] is the [adjective] answer for [target audience]. Designed to [solve a problem/improve life], this [product type] will make your [daily activity] extra [benefit].

Instance:

The CloudRest Pillow is the final word answer for aspect sleepers. This reminiscence foam pillow can present optimum neck and shoulder help, making your nights extra comfy and restful.

Professional Tip: When testing your copy, use the “So what?” technique. After every level, ask your self, “So what?” to evaluate its relevance and worth.

For instance:

Noise-Canceling Headphones:

“Geared up with superior noise-canceling know-how.”

So what? “Ensures you’ll be able to absolutely immerse your self in your music or calls with out distractions.”

Ergonomic Workplace Chair:

“Constructed with a contoured backrest and adjustable armrests.”

So what? “Keep comfy throughout lengthy work hours with a contoured backrest that helps your backbone and adjustable armrests that cut back shoulder pressure.”

Step 2: Use Compelling Phrases to Drive Motion

Your product description ought to persuade buyers to take motion. It ought to compel them to click on the “Add to Cart” button, not simply scroll previous it.

One efficient manner to do that is by utilizing emotional phrases that faucet into your prospects’ wishes and motivations. Analysis exhibits that emotionally charged language is more practical at triggering motion than details or information alone.

The Wheel of Emotion is a software that categorizes feelings into main emotions resembling happiness, disappointment, anger, disgust, shock, dangerous, and concern. Understanding this emotional spectrum can assist you select phrases that resonate deeply along with your viewers.

Together with efficient phrases can evoke a stronger emotion in your viewers and drive them to take motion. 

In line with promoting legend David Ogilvy, sure phrases can considerably improve the influence of your descriptions. He recognized 20 of essentially the most persuasive phrases in advertising and marketing, that are nonetheless extensively used at present.

Equally, Jon Morrow has compiled a listing of energy phrases that may promote virtually something by evoking robust feelings and making messages extra compelling.

Step 3: Help With Important Specs

When you’ve hooked your prospects with the primary profit, reaffirm it with important specs. These key options or traits differentiate your product from others and help its claims.

Take into account these examples:

• Laptop computer: battery life, processing velocity, storage capability
• Sneakers: materials, traction, breathability
• Skincare merchandise: components, advantages for various pores and skin varieties or considerations

These specs or options present a extra detailed overview of the product’s capabilities and reinforce its worth. Use bullet factors or quick sentences to make it straightforward to scan and digest.

Right here’s a template you should utilize for organizing your product options:

• High quality: Made with [durable material]
• Efficiency: Options [advanced technology]
• Design: Accessible in quite a lot of [color, size, or style] choices
• Comfort: Contains [accessory or add-ons]

Instance:

The Contour Professional Laptop computer Backpack is made with water resistant nylon. It encompasses a built-in USB charging port for comfort, and its contoured again panel supplies most consolation and help. Accessible in three colour choices—black, grey, and navy blue.

Step 4: Make Your Copy Sound Human and Pure

Whereas persuasive and descriptive language is crucial, protecting your tone conversational and pure is equally essential. Keep away from utilizing technical jargon or overly formal language that will intimidate or confuse your prospects..

As an alternative, write such as you’re having a dialog with a pal. It will make your product description extra relatable and interesting. Utilizing private pronouns like “you” and “your” creates a way of reference to the reader and makes them really feel such as you’re talking on to them. You’ll be able to even inject some humor if applicable on your model and viewers.

One easy option to know in case your copy sounds human is to learn it out loud. If it feels awkward or unnatural, think about rephrasing or simplifying the language.

You may as well use a software like Hemingway App to examine the readability of your copy and make essential changes. Goal for a grade stage of 8 or decrease to make sure that your product description is straightforward to know for many readers.

Then, examine for grammar and spelling errors. These might appear to be minor particulars, however they’ll considerably influence the credibility of your model and product. Use instruments like Grammarly to assist catch any errors.

Step 5: Shut With a Clear Name-to-Motion

After you’ve described your product and its advantages, keep in mind to incorporate a transparent Name-to-Motion (CTA). A powerful CTA guides prospects in direction of the following step–whether or not that’s to purchase or be taught extra.

Listed below are some finest practices for efficient CTAs:

• Make your CTA stand out: Use dimension, distinction, and white area to distinguish your CTA from surrounding content material. This helps customers know precisely the place to click on.
• Use action-driven language: Concentrate on verbs that encourage motion. Phrases like “Store now” or “Add to cart” are direct and motivating.
• Take a look at colour and form: Colours influence conversions. Take a look at totally different colours to search out one which stands out however nonetheless aligns along with your model. Experiment with totally different button shapes, like rounded edges, to see what resonates.
• Make sure the textual content is seen however not overpowering: CTA textual content ought to be massive sufficient to learn at a look however not overwhelming. Examine the way it seems on totally different gadgets and browsers.
• Hold it quick and clear: Goal for 2 to 5 phrases. Readability beats cleverness. Create a number of touchdown pages to focus on totally different features of your provide as wanted.
• Guarantee accessibility: Use high-contrast textual content, clear button labels, and responsive design to make sure readability on all gadgets, together with for customers with visible impairments.
• Create urgency: Time-sensitive phrases like “Restricted Provide” or “Ends Quickly” can drive customers to behave sooner.
• Place it above the fold: Customers ought to see your CTA with out scrolling. Distinguished placement reduces friction and will increase conversions.
• Spotlight the profit: Reinforce what customers achieve by clicking. Whether or not it’s a reduction, free trial, or unique entry, make the profit clear in your CTA.
• Use supporting textual content: Add useful cues like “No bank card required” or “30-day free trial,” to cut back friction.
• Restrict selections: Focus your CTA on one clear motion. Too many choices can confuse customers and cut back conversions.

Constructing Belief By way of Product Descriptions

Product descriptions may be an efficient manner of constructing belief with potential prospects. Individuals are more likely to purchase from a model they belief. A well-written product description can assist set up that belief.

Listed below are some methods you’ll be able to construct belief by way of your product descriptions:

Embrace Validation and Social Proof

A New Emplifi research exhibits that 90% of shoppers depend on buyer scores and evaluations when buying^[5]. Social proof is a strong motivator that influences shopper conduct, validates your product claims, and highlights its recognition amongst different prospects.

Listed below are six several types of social proof that you should utilize:

Consumer-Generated Content material (UGC):

These are pictures, movies, or written evaluations out of your prospects or well-known personalities.

Evaluations:

Evaluations are just like the extra goal model of testimonials. They work effectively for extremely technical merchandise or in aggressive industries.

Case Research:

Case research present an in-depth have a look at how your product has helped a buyer resolve an issue or obtain success.

Belief Seals and Certifications:

These are badges or symbols from acknowledged authorities that guarantee prospects of your product’s high quality, security, and safety.

• Belief icons: You’ll be able to add model or firm logos that use your services or products to construct belief and credibility with prospects who’re conversant in these manufacturers.
• Gross sales information: Use numbers, figures, or greenback quantities to display authority and your product’s success out there.

Moreover, there are numerous locations the place you’ll be able to place your social proof, resembling:

• Checkout web page: Friction at checkout can smash a sale. Inserting buyer scores and evaluations on the checkout web page can assist alleviate doubts and enhance conversions.
• Product web page: That is the commonest place to showcase social proof, resembling scores, evaluations, case research, or UGC, to persuade prospects to buy.
• House web page: Use a carousel or part on your house web page to focus on best-selling merchandise or top-rated objects with excessive scores and evaluations.
• Touchdown pages: Should you’re operating focused campaigns for particular merchandise, add related social proof on that touchdown web page to spice up its effectiveness.
• Pop-ups: You should utilize pop-ups triggered by exit-intent know-how to show last-minute offers or particular provides backed by social proof to encourage prospects to finish their purchases.
• Signal-up types: Should you’re utilizing e mail advertising and marketing or lead technology, add social proof in your sign-up types to extend belief and encourage extra sign-ups.
• Web site sidebar: Place a widget or hyperlink to your social media platforms the place prospects can view extra user-generated content material and evaluations.

Add Supporting Technical Particulars

Whereas highlighting your product’s advantages and options is crucial, offering technical particulars can even construct belief with potential prospects.

Take this instance from Hydro Flask.

This instance features a detailed description and tabs for specs, evaluations, and guarantee info. Whereas some might discover all of these further tabs and knowledge pointless, it’s these little particulars that add the weather of an efficient product description for his or her prospects. They supply particulars and reassurance that assist their prospects really feel knowledgeable and relaxed.  

Some technical particulars you’ll be able to add embody:

• Dimensions: For bodily merchandise, present correct dimensions to provide prospects an thought of dimension and match.
• Supplies used: This info is crucial for sure merchandise, particularly if they’re natural, eco-friendly, or hypoallergenic.
• Security certifications: If relevant, embody any security certifications your product has acquired to guarantee prospects of its high quality and security.
• Guarantee info: In case your product comes with a guaranty or assure, clearly state the main points to instill confidence in your product’s sturdiness.
• Directions and specs: In case your product is advanced or requires particular directions, embody them within the description to display your experience and data.

Use a Belief Badge

On-line procuring has grown tremendously up to now few years, with 62% of shoppers procuring on-line as soon as every week and 29% doing it 2-3 occasions weekly, however so have on-line scams and frauds^[6].

A belief badge can assist alleviate buyer fears and considerations by demonstrating that your web site is safe and reliable. Some frequent sorts of belief badges embody:

• Safety belief badges: These badges reassure prospects that your web site is protected and their information is safe. They typically point out SSL certification or encryption compliance. Displaying one can stop browser safety warnings and construct belief throughout checkout.
• Cost badges: These badges present accepted cost strategies, aligning what you are promoting with trusted suppliers like Visa, PayPal, and Apple Pay. They’re often free and generally positioned close to cost fields on checkout pages.
• Endorsement badges: Awarded by respected third events like Google or the Higher Enterprise Bureau, these badges sign credibility and trustworthiness. Companies typically show them in web site footers to showcase general model legitimacy.
• Coverage-specific badges: These embody free delivery, money-back ensures, and free returns, serving to prospects really feel assured of their purchases. Since they don’t require third-party approval, companies can simply add them to checkout pages or footers.

Your on-line retailer’s safety issues. InMotion Internet hosting consists of free SSL certificates with all internet hosting plans.

Tackle Frequent Objections

In line with Forrester analysis, 53% of U.S. web shoppers will abandon their buy if they’ll’t rapidly discover a solution to their query^[7]. These questions typically come up from frequent objections they’ve earlier than shopping for.

A easy option to handle these considerations is to incorporate them in your product description or a Steadily Requested Questions (FAQ) part. Examine buyer evaluations from Reddit, Google Evaluations, Amazon, and different boards to see what points or questions prospects generally have about your product or different merchandise like yours.

Web optimization Greatest Practices Made Easy

In order for you your merchandise to rank effectively in search, you have to weave the precise key phrases into your product descriptions. Figuring out find out how to write Web optimization-friendly product descriptions is a precious talent to be taught.

Use key phrase analysis instruments like Ahrefs or Semrush to search out phrases and phrases individuals are looking for. Ideally, you’ll goal lengthy phrases with decrease competitors however greater search quantity. This will provide you with a greater likelihood of rating greater in search outcomes.

For instance, as an alternative of “gaming chair,” a greater phrase can be “ergonomic gaming chair with lumbar help” to succeed in individuals searching for that precise function.

Then, select key phrases primarily based on consumer intent, which is the aim behind a search. There are 4 sorts of consumer intent.

Varieties of Consumer Intent

1. Informational: 

That is the stage the place customers are simply searching for solutions to some higher-level questions. Key phrases like “how to decide on a gaming chair” imply somebody is simply gathering info.

2. Industrial:

At this stage, customers need to buy one thing however don’t know which firm they’re shopping for from but. Key phrases like “finest gaming chairs for again help” present they’re evaluating choices.

3. Navigational:

This subsequent section of the client journey, the place the consumer has determined to buy a product and is searching for the ultimate price + particular subcategory + evaluations of the product earlier than buy. Key phrases like “Secretlab Titan Evo overview” imply they already know what they need.

4. Transactional:

Within the last stage of the client journey, customers in a transactional stage are conscious of the answer they’re searching for and sure have already researched choices and types. Key phrases like “purchase gaming chair on-line” imply they’re able to buy.

To spice up gross sales, concentrate on business, navigational, and transactional key phrases—these customers are already nearer to purchasing. However, should you nonetheless wish to appeal to these researching, think about writing weblog posts or guides to coach them and construct belief in your model.

Cellular-First Product Description Methods

International cell commerce is increasing quickly at a 29% development charge, capturing 7% extra accomplished funds than conventional eCommerce^[8]. With 70% of buyers saying it saves time and provides comfort for on-the-go purchases, optimizing product descriptions for cell is extra important than ever.

One sensible strategy is utilizing the Pyramid Precept, a communication technique created by McKinsey marketing consultant Barbara Minto. This method helps make product descriptions clearer and simpler to scan on cell screens.

Right here’s the way it works:

• Begin with a brief, compelling description on the prime of the product web page.
• Present detailed info under for patrons who wish to be taught extra.

This technique improves readability by:

• Highlighting key particulars upfront
• Making certain a logical, easy-to-follow construction
• Making descriptions fast to scan on cell screens

Together with structured content material, typography performs an important function in readability. Comply with these finest practices:

• Font dimension and line size: Hold 30–40 characters per line for higher readability.
• Spacing: Use 10–20% spacing to enhance textual content interplay.
• Shade distinction: Guarantee excessive distinction between textual content and background for straightforward studying.
• One typeface: Persist with a single font to take care of a clear {and professional} look.

Professional Tip: InMotion Internet Internet hosting‘s optimized servers embody mobile-caching know-how to make sure your product descriptions load rapidly on any gadget.

Conclusion

An excellent product description does extra than simply inform—it connects, persuades, and sells. Begin by understanding your target market and their wants, then use the five-step framework to craft descriptions that resonate and convert.

Subsequent, optimize your copy for Web optimization and cell gadgets to succeed in much more potential prospects. Lastly, don’t overlook to A/B take a look at to see what works finest on your viewers. Keep in mind, your product description is commonly the ultimate push a buyer wants earlier than buying, so make investments effort and time into creating partaking and reliable content material.

Seeking to develop your on-line retailer? Construct a greater eCommerce expertise with InMotion Internet hosting at present.

FAQs

Can I copy a product description from a competitor?

No, copying a competitor’s product description can result in authorized points and hurt your model’s credibility. As an alternative, create distinctive, compelling descriptions highlighting your product’s advantages. Authentic content material additionally improves Web optimization and buyer belief.

How lengthy ought to my product descriptions be?

There’s no exhausting and quick rule. However your product description ought to be lengthy sufficient to tell, however quick sufficient to remain partaking.

For instance, a $15 scented candle wants a quick spotlight, whereas a $1,500 espresso machine requires detailed specs. Steadiness readability and conciseness to assist prospects determine.

How you can write a very good description for a product?

Concentrate on readability, advantages, and engagement. Spotlight key options, clarify how the product solves an issue, and use persuasive language. Hold it concise however informative. A superb description solutions buyer questions and makes them wish to purchase.

References

1. Gelder, Koen V. “E-Commerce Worldwide – Statistics & Details | Statista.” Statista.Com, 4 Mar. 2025, www.statista.com/matters/871/online-shopping/.
2. “Product Web page Statistics Each Ecommerce professional Ought to Know (2025 Replace).” eCommerce Development Platform and Consulting, Convertcart, 22 Nov. 2024, www.convertcart.com/weblog/ecommerce-product-page-statistics.
3. Dickler, Jessica. “Returns Are an $890 Billion Drawback for Retailers.” NBCNews.Com, NBCUniversal Information Group, 8 Dec. 2024, www.nbcnews.com/information/us-news/retail-returns-890-billion-problem-rcna183359.
4. “Assume with Google – Uncover Advertising and marketing Analysis & Digital Developments.” Google, Google, www.thinkwithgoogle.com/consumer-insights/consumer-trends/product-information-preference-statistics/. Accessed 15 Apr. 2025.
5. Lukes, Jordan. “Emplifi Reveals Almost 90% of Shoppers Say Buyer Rankings and Evaluations Have the Largest Influence on Buying Choices.” International Press Launch & Newswire Distribution Companies, Enterprise Wire, 28 Feb. 2023, www.businesswire.com/information/house/20230228005207/en/Emplifi-Reveals-Almost-90-of-Shoppers-Say-Buyer-Rankings-and-Evaluations-Have-the-Largest-Influence-on-Buying-Choices.
6. Hooda, Khyati. “100+ Highly effective On-line Buying Stats Each Retailer Ought to Know [2024].” Key phrases In every single place Weblog, 26 Sept. 2024, keywordseverywhere.com/weblog/online-shopping-stats/.
7. Leggett, Kate. “Your Clients Don’t Need to Name You for Help.” Forrester, 18 July 2017, www.forrester.com/blogs/16-03-03-your_customers_dont_want_to_call_you_for_support/.
8. Mori, Karan. “Why Is M-Commerce Rising as a International Development?” Magneto IT Options, 22 Sept. 2023, magnetoitsolutions.com/infographic/why-mcommerce-emerging-as-global-trend.