Facebook pixel
Acumen Connections » Blog » 6 Tips For Writing Product Descriptions

6 Tips For Writing Product Descriptions

List of effective strategies complete with templates and examples. Dig in!

This short but comprehensive guide will cover six practical tips for writing effective and money-making product descriptions. We’ve included a product description template and examples to help. If you’re trying to sell a product online but aren’t sure how to start writing your product description, this article is for you.   

Over the last five years, the number of online shoppers has increased by over 40%. Many consumers prefer online shopping over purchasing products from brick-and-mortar stores. Consumers cannot physically examine the products in online stores, so they have only two options to learn about them: reading the product descriptions and checking customer reviews. 

This article will discuss the first method. The first step in writing a product description is to determine who your customer is.  

Acumen Logo Symbol

Try Our 60-Day Risk-Free Trial

No contracts. No minimums. No BS.

Try Our 60-Day Risk-Free Trial

No contracts. No minimums. No BS.

Step 1: Create a Customer Persona 

The most crucial thing in the online selling world is to identify and focus on your ideal buyers. It helps businesses understand their target audience. This could include demographics, shopping behavior, preferences, and more. Identifying all these is essential to know what kind of tone, style, or words can catch their attention and encourage them to make positive purchasing decisions. 

To create a customer persona, you must thoroughly analyze your audience. 

5 things to consider when creating a customer persona: Demographics, preferences, pain points and challenges your product can solve, factors custoemrs ma consider when purchasing, and their values. Each item has it’s own color tag and icon. Demographics is in an orgage tag and shows a map icon and bar chart. Preferences is in a black tag and has three sliding scales. Pain points/challenges is in a green tag and has a gear icon and lightbulb. Considered factors is in a red tag and has a lightbulb icon next to a checkmark and X symbol. Values is in a blue tag and shows a person holding a diamond. There is a grey icon at the centre which depicts a customer persona. The five different tags are emerging from it. All text is in white font. The Acumen Connections logo is featured at the bottom.

Once you have successfully created a customer persona, half of your work is done. After that, keep in mind the findings of your audience analysis. They will surely help you write compelling product descriptions and marketing copy. 

6 Tips for Writing Product Descriptions 

Now is where you begin the real work of writing your product descriptions. Writing a good product description is crucial for various reasons, as it can significantly impact your sales and customer satisfaction. Here are some key benefits: 

  • Improves SEO to bring more leads to your site  
  • Enhances customer understanding to increase sales 
  • Establishes brand identity and tone to differentiate yourself from the competitors 
  • Reduces customer queries by providing basic information 
  • Saves customer services’ time and resources  
  • Builds trust and provides a great opportunity to show social proof and reviews  
  • Allows for opportunities to cross-sell and upsell  
Graphic lists reasons why you need to write good product descriptions: Improves SEO, enhances customer understanding, established brand identity and sets a tone, provides customers with basic information, builds trust with shoppers, allows for opportunities to cross-sell and upsell. All text is white on a gray background. The Acumen Connections brand name and logo is featured on the bottom-left corner. On the left-hand-side of the graphic is a white caricature of a bottle with a few horizantal white lines just below, representing a product and product description. An orange button with white text says “add to cart” encouraging a shopper to buy the bottle.

But how do you write an effective product description that provides all these benefits?  

Here are our 6 tried and true tips for writing product descriptions. We’ve included examples to help.    

6 tips for writing product descriptions. The 6 is in red font with white outline while the remaining text is in white. Just below the heading are bullet points listing out the six tips for writing product descriptions: focus on benefits, don’t use superlavites unless justifiable, use simple language, remember to add social proof, avoid plagiarism, optimize for search engines. The Acumen Connections brand name and logo features on the bottom-right corner. On the right-hand-side of the graphic is a white caricature of two spray bottles with a few horizantal white lines just below. They represent a product image and product description. An orange button with white text says “add to cart” encouraging the customer to make a purchase.

1. Focus on benefits 

A product catalog may only highlight the features of the product. A product description can do more though. It should state the benefits people will get from the features of your product.  

You must describe the benefits in a way that people can relate to easily. If you have customer reviews already, incorporate them into your product descriptions. This will build trust. It turns out that 49% of consumers trust reviews as much as they trust personal recommendations from friends and family. Don’t have customer reviews just yet? Write the description so readers see the clear benefits and feel like they are reading a customer’s review. This practice can boost consumers’ urge to purchase the product. 

Highlighting the benefits of using a specific product always works. People have issues or needs that can be met by purchasing your product. You should address those pain points to grab people’s attention. Help them realize that your products can solve their problems. If you don’t talk about their pain points, they may not take an interest in anything you offer. 

Let’s take a look at this example: 

Screenshot from site shows product for sale with a product descritption. The product image shows man riding a green and yellow lawn mower. The product description details that the mower is of the X500 select series. It lists out these features: 24-25.5 hp*, 48- and 54-inch Accel Deep mower decks, select models with power 4-weel steering, 21-inch cut and sewn seat, hydraulic lift and heavy-duty all-purpose tires, twin touch forward and reverse foot pedals. It’s a good example of a product descritpion that lists out the product freatures.

Source 

This lawn mower product description lists out benefits such as a 4-wheel steering, heavy duty all-purpose tires, forward and reverse foot pedals etc. To a buyer, these benefits could ultimately help make a purchasing decision. 

2. Don’t use superlatives unless justifiable 

Superlatives like “advanced,” “best,” or “easiest” have become cliches when selling something. In fact, when you use these words, even the customers know that your intent is to sell them something, instead of helping them. Therefore, avoid superlatives unless you can prove them. If you really must include superlatives, don’t say you’re the best. Instead, include a customer review that says you’re the best.  

If you want potential customers to trust your words, tell them the truth and don’t exaggerate the benefits of your products. Although this practice can help you generate leads and conversions, it can backfire. Once people purchase your products and don’t find them as good as you claimed, they can give negative reviews on your website and other social networking platforms. This can ultimately hurt your whole company. 

In sales, there’s a saying “under promise and overdeliver.” The idea is to give your customers an unexpected and incredible experience. The same practice can be used when writing a product description. 

Take a look at this ring listed for sale with a product decription that says: 

Ring in silver tone bears five round sapphires and each of these are surrounded by smaller diamonds. The product description says: “This exquisite ring features a stunning row of five round sapphires, each elegantly encircled by a sparkling diamond halo. The combination of the deep blue sapphires and the dazzling diamonds creates a captivating contrast that catches the eye...” The product description says great things about the ring, including that it’s a natural beauty, timeless, dazzling, and elegant. However, it never states superlatives like “most elegnt” or that it has the “best sapphires”

Source 

Notice that adjectives like exquisite, stunning, and captivating have been used but nowhere is the ring described using superlatives like “most exquisite” or the “best ring”. 

3. Use simple language 

Fancy words, jargon, and complicated terminology look good only in scientific and technical articles. Avoid using these when writing product descriptions. Your product description should be written with the general audience in mind. Afterall, 54% of adults read below a 6th-grade level. Focus on simple and easy-to-understand language.  

Struggling to find the right word? You can use a sophisticated paraphrasing tool if you have trouble finding a simple alternative to a fancy word. These tools can be great writing partners. They can polish your content’s language, improve its structure, enhance its tone, and use better and more effective words to define certain things. 

Take a look at this: 

A product image and product description for pink fuzzy sling-back slides for kids. The product description says: “From the Kids Pre Walker Collection. UGG's favourite style of the season, the Fluff Yeah is as good as it sounds, combining a slipper and slingback sandal into one adorable statement style. Soft sheepskin wraps the foot to keep your little one warm and cozy, while a rubber sole ensures slip-resistance...” This product description is easy to read and understand. It avoids using complex wording or jargon.

Source 

The product description is drafted using easy-to-understand language and vocabulary. 

4. Don’t forget to add social proof 

Trust is the most crucial factor in the online marketing and selling world. Customers will only buy something from you if you gain their trust. They won’t purchase anything from you if they don’t trust your brand or its products. To gain the trust of your potential customer base, include authentic reviews of your product. This practice will surely help encourage people to believe in your brand.  

Apart from reviews, you can also add other forms of social proof, including media coverage, celebrity endorsements, expert opinions, infographics, case studies, and more.   

All these things positively impact consumers, eventually helping you build trust and generate more sales. 

For instance, this review has been obtained from our homepage: 

Image features a real review from the Acumen Connections payment processing website that says: “Acumen has been our processor for several years now and have been great to work with. Very helpful and extremely fair with their rates. Everyone has been great either on telephone or in person. Highly recommend.”

Source  

5. Avoid plagiarism 

Whether you write marketing copy, blogs, or product descriptions, uniqueness always matters! When writing product descriptions, you can get ideas from your competitors, but no matter what, you must refrain from copying their ideas or words.  

Copied product descriptions may fail to achieve anything from search engines. Plagiarism can ruin all your efforts, and search engines could de-rank your web pages. That means you won’t have the ability to be included in search results at all! Even worse, you could get in trouble with your competitor’s legal teams.  

There are two ways of avoiding plagiarism. First, write everything yourself. Second, even if you have written everything yourself, remember to check the description for plagiarism. You can do that by using a sophisticated online plagiarism checker. Tools like these can track all copyright infringements in the text. It allows you to remove duplicate content and make your content entirely unique. 

Image shows a plagiarism scan report for product description text that says: Quality material and precise craftsmanship goes into creating these patent leather shoes. Available in black and brown, these shoes provide style and comfort at the same time. On the right we see the scores: 0% plagiarlized and 100% unique

For example, we wrote an original description for a pair of shoes and ran it through a plagiarism detector and got the above results.  

6. Optimize product descriptions for search engines 

And lastly, remember to optimize your descriptions for search engines. To generate more organic leads from search engines, you should write product descriptions that fulfill search engines’ requirements. For that purpose, spend some time doing keyword research, find the proper set of keywords your customers are looking for, and include them in your copy.   

This practice will help you indicate that your products are highly relevant to users’ queries.  

To optimize your content for search engines, you must make your descriptions more engaging and scannable by adding multiple visuals, bullet points, and a few headings and subheadings. The more user-focused you make them, the better. Together, all these practices could help you improve the visibility of your descriptions and boost sales and conversions. 

Google search shows outdoor patio furniture as the query typed into the search bar and patio furniture from walmart.com shows up as the first search result.

Source  

For example, we typed in “outdoor patio furniture” into the search engine. Walmart popped up as the first result. Of course, Walmart sells patio furniture among other things but we have verified using a Chrome extention that this page of Walmart’s website indeed uses “outdoor patio furniture” as a keyword. 

Product description template  

When writing a product description, you can use this product description template and steps to get started:  

Product title: The name of your product keeping in mind your customers’ search terms  

Headline: If you could only say one sentence to catch shoppers’ attention, what would it be?  

Call to action: Give them something to click, a number to call, or another way to buy the product.  

Description: Here’s where you’ll paint a picture of the item, bringing in mind great features of the product, or even explaining how it could meet a pain point. Examples: 

  • This [product name] would stand out at [an occasion]. Perfect for [person that would buy the item] when they want to feel [positive feeling]. Plus, the [great feature] does [benefit]. 
  • This [product name] would make the perfect gift for [person that would use the item] this [upcoming holiday/occasion]. They’ll be sure to love [the product feature] for [benefit].  
  • [Pain point] can be difficult. That’s why I created [product]. It has [feature] [feature] and [feature] which come in handy for [benefit].  

Long description: Describe the product as if the shopper couldn’t see a photo of it.  

Photos: Add product photos  

Customer review and social proof: Add a customer testimonial and link back to the source. Or add statistics that show how helpful your product is, or how many people face the pain point your product solves.  

Call to action: Give them something to click, a number to call, or another way to buy the product. 

Information you may choose to include depending on the product type:  

  • Dimensions and colors  
  • Materials/ingredients  
  • Customization options  
  • Urgency, scarcity, perks, or sales 
  • Instructions for care, use, or cleaning  
  • Shop policies  
  • What the customer can expect  

Call to action: Give them something to click, a number to call, or another way to buy the product. 

Final Words 

Writing effective and profit-making product descriptions is more challenging than it seems. Your product descriptions must serve different purposes, including educating people about your products, building trust, and convincing people they need those products. A mistake can ruin those descriptions’ beauty and waste all marketing efforts. By reading this article though, you’ll be setting yourself, and your brand, up to write effective product descriptions that sell.  

Now that you have effective product descriptions, is your online business ready to accept online payment? Contact Acumen Connections today for reliable merchant processing. From setting you up with an online payment gateway, to supplying merchants with the right mobile credit card reader and popular devices like the Ingenico Desk 3500, we’re here for your team. Get in touch with us today.  

Leave a Comment

Your email address will not be published. Required fields are marked *