Ecommerce Copywriting

10 DIY TIPS

Ten Tips for Writing Product Descriptions

A picture may be worth a thousand words, but when Amazon gives you a field for actual words, you should use it. Product descriptions are a key component of any strong product listing. With a keyword-rich description, your product is more likely to be found in search results than a product with a weak description or no description at all.

But if you’re not a great writer, what should you do? The easiest thing to do is to hire a freelance copywriter to write your descriptions for you. If you’d rather give it a try yourself, there are some key things you’ll need to know. Check out these 10 tips for writing a great product description.

Understand Your Audience

You’ll never be able to write a convincing product description unless you have an audience in mind. You have to know who your target customer is. Successful product descriptions are the ones that speak your customer’s language and appeal to their style, so you have to use words that resonate with them.

If you were a singer about to take the stage in front of a crowd of concert-goers, you’d want to know who was in the audience. It probably wouldn’t be a very successful show if you performed a hip hop set in front of a crowd of country music fans. You need to know who’s in the audience to be able to connect with them.

Describe Product Features and Product Benefits

Typically, your product photos will show most of the product features. But to create a description that helps the product sell, you’ll need to detail what the benefits of those features are. For example, if you’re describing a leather briefcase, don’t just tell your customers that it’s loaded with pockets. Instead, explain the benefits by letting your customers know what each of those pockets can be used for.

For example:

Feature: padded tablet pocket…Benefit: to protect your iPad from damage

Feature: adjustable straps…Benefit: to allow you to create the perfect fit

Feature: RFID-blocking pockets…Benefit: to keep your credit cards safe from wireless theft

Establish a Tone of Voice

It’s important to give a product description as much personality as possible. Depending on the type of product, this can be a bit of a challenge, but it all comes back to understanding your audience and knowing who your customer is.

Speak to your customers in their own language. When it’s appropriate, use slang. The key is to use words and lingo that your customers use and understand. If you’re selling edgy tee shirts or funky art prints, give your description the same attitude as the product itself. The photo and description should work hand in hand to tell the story of what your brand and product is all about.

Use Words That Appeal To the Senses

The online bad thing about shopping online is that you can’t touch and feel the product. So when you’re writing descriptions for your online store, use words that appeal to the senses as often as you can.

If you’re selling a vintage cotton tee, you might want to say it’s “super soft” or has a “broken-in feel.” If you’re describing a pair of sneakers, words like “comfortable” and ‘flexible” can get the feeling across. The point is to give your customers as much info as possible so that they know what they’re buying, even if they won’t be able to touch it and feel it until it arrives at their door.  

Make Each Description an Interesting Story

There’s not a customer on earth who wants to read a boring product description. With the exception of electronics and appliances where specs and technical details are key, descriptions should be as interesting as possible. You can tell a convincing story just by mentioning where the product can be used or what it can be worn with or used with.

For example, if you’re describing an outdoor tee shirt with a fishing pole graphic, you can let your customers know that it’s great for wearing on fishing trips, camping trips, boating trips, etc.  

Steer Clear of Useless Phrases

Telling your customers that your product is the best or the greatest is meaningless. Everyone can say that, and without proof to back it up, your customers probably won’t believe you. Steer clear of useless phrases that don’t have value or real meaning. Instead, stick to the facts, describe the details, and list the benefits.  

Keep SEO Practices in Mind

Not an SEO expert? That’s okay, you don’t have to be. But you do need to have a basic grasp of how to inject your descriptions with SEO-friendly content. Focus on keywords that describe your product accurately and are likely to appear in customer searches. To rank high in Google you’ll need to incorporate words that people search for, but that doesn’t mean you can overstuff your descriptions with a bunch of useless keywords. The key is to make your descriptions are informative as possible.

Keep It Brief

There’s no need to write a 1,000 word description. The fact is, most customers won’t take the time to read it if it’s that long. Keep your descriptions brief. With the exception of electronics and highly specialized products that require lots of technical details, most products can be perfectly described within 100 to 200 words.  

Make It Scannable

Everyone is always on the go, and people are using their phones and tablets more and more to make online purchases. This makes a scannable format easier to digest and easier to read. Include a few bullet points at the end of your description that include the most important details, features, and benefits. That way, customers can understand what they’re buying without having to read the entire description.

Proofread and Check For Grammar

No matter how good a writer you may be, make sure you proofread and scan your description for typos. Posting a description full of spelling errors will make you look completely unprofessional (and is likely to turn some buyers off).

ways best to hire a professional writer to create your product descriptions, but if you want to give it a try for yourself, keep these tips and tricks in mind. Know your customer and speak their language. Use descriptive words that appeal to the senses and be sure to detail the product benefits. Make your description scannable by adding in some bullet points and keep SEO practices in mind. And before you upload it to your site, make sure it’s accurate and error-free. With a bit of practice, you’ll be on your way to creating product descriptions that sell.