How To Write Brilliant Product Descriptions
Quality product description copywriting could be the difference between loads of sales and tumbleweed for your eCommerce business. Crucial for driving conversions, optimised product description content is key in such a competitive digital world.
This guide will provide the best tips and tricks for writing killer product descriptions for your eCommerce brand in 2024 and beyond. I’ll also tell you where you can hire a top-notch product description copywriter who won’t cost you an arm and a leg but will make you money.
Why do professional product descriptions matter?
If you sell something online, a major driving force of growth is how well your product descriptions are written.
Here are four reasons for having the best possible product description copywriting:
1. Persuade customers
Having product description copy that conveys benefits in an easy-to-read way helps encourage more sales.
2. Boost SEO
Search engines won’t rank poorly optimised product descriptions, but a product copywriter will help your content climb rankings.
3. Inform customers
Provide details of what you’re selling and why it’s beneficial, and answer common questions so customers have more reasons to buy.
4. Build trust
Trust is your secret weapon and well-written product descriptions demonstrate credibility and boost trust in your eCommerce business.
Five tips for product descriptions copywriting
Ready to take on your product descriptions? Take heed!
1. Focus on benefits
Don’t ignore features, but don’t list them in a boring way that doesn’t engage readers. Instead, demonstrate the benefits of your products to help them stand out.
Start with an important benefit and always address the reader head-on with “You” statements. Then, list features once they know how your products can change their lives for the better.
2. Be concise but detailed
Yes, that’s a bit of an oxymoron, but bear with me. I’ve said it a million times, but nobody likes walls of text. It bores people to death and with product descriptions, space and attention spans are at a premium.
So, answer important questions succinctly and don’t waffle. Include the most persuasive bits of information, too, and you’ll be on to a winner with your product description copywriting.
3. Use numbers
Statistics are persuasive and boost your credibility online. In practice, this means avoiding vagueness with your product description writing and choosing specific benefits instead.
Is your wet suit thick enough for cold conditions, or does it have a thickness of 3/2mm to withstand water temperatures of 14-18°C?
One of these is much more helpful than the other. I think you know which one.
4. Optimise your product description content
Like it or not, SEO (search engine optimisation) reigns supreme in the world of eCommerce. So, your product description copywriting needs to stand out from the crowd stylistically and also be optimised from an SEO perspective.
This means including relevant keywords in the copy, title, meta descriptions, and URLs. Don’t forget that alt-text for images, either, which can help your product pages rank.
However, while SEO is important, don’t cram as many keywords into your descriptions as possible at the expense of readability.
5. Include imagery
High quality images show off your products in the best light. Videos will also do a great job of demonstrating how your products work, and you can reinforce the benefits on offer through imagery and videography.
What to avoid when writing product descriptions
Everybody makes mistakes, but don’t make these when carrying out product description copywriting:
Listing features but not benefits
Using jargon that customers don’t necessarily understand
Overloading product description content with keywords
Not updating old product descriptions when features change
Avoiding imagery and videos
Not personalising your product description copy
Relying on manufacturer descriptions without customising it for your brand.
Get in touch to outsource your product description copywriting
Need help with product description copywriting? You’ve come to the right place.
I have years of experience in the copywriting game and have worked with countless eCommerce brands to boost their product sales. Optimising product description content for SEO and your readers, I can help you increase conversions and sales with engaging product description content.
Email me at james@writeocreative.co.uk to get the ball rolling.
eCommerce product description FAQs
How long should a product description be?
The ideal length will be below 300 words or between two and five short sentences.
Should I copy and paste manufacturer product descriptions?
No! Personalise your product descriptions to match your tone of voice and business.
Should I include dimensions and product info?
While you should be as compelling as possible, you should include important information like dimensions and specific product features. Many readers will skim-read your product descriptions to find this info, so consider bullet-pointing the important bits.