How to Write Product Descriptions for Your Online Store
A product description is an explanation of what a product is, how it works, and why it’s valuable on your website. Yet, many startup owners often overlook crafting a compelling product description. In fact, according to recent data, 30% of consumers leave a product page when the product description is poor or incomplete. So, how do you write an effective product description?
In this article, we’ll discuss what makes a product description compelling and how to craft one, the search engine optimization (SEO) advantages they offer, best practices to follow, common mistakes to avoid, and why they drive your business to success.
How to write a product description: A step-by-step guide
Step 1. Know your audience
When starting an online store, remember that your customers have different demographics. It’s important that your product description directly reflects their specific needs, desires, and preferences. An effective description not only highlights product features but also benefits that matter most to them.
For instance, a tech-savvy audience may focus more on specification and performance, while a lifestyle-focused audience may value ease-of-use and aesthetics. By addressing your target audience with a specific language, they relate to and ensuring consistency with your brand voice, you can create a connection that drives trust and influences their decision to make a purchase.
To better define your audience, consider asking these questions.
- Who is my ideal customer? (e.g., age, gender, occupation, or lifestyle)
- What problem does this product solve for them?
- What motivates them to buy this type of product?
- Are they more interested in functionality, aesthetics, or convenience?
- What tone or style of communication resonates with them?
- Where do they typically shop or look for similar products?
Step 2. Focus on benefits
While features describe what a product is, benefits answer every customer’s critical question: “What’s in it for me?” Customers don’t just want a product; they want a solution, an enhancement, or an experience.
Addressing a key benefit that directly solves your customers’ concerns is a powerful way to keep them returning to your site.
For example:
- Benefit: Store your favorite movies, photos, and videos without ever worrying about running out of space.
Feature: 500GB storage
- Benefit: Easily carry this laptop wherever you go—perfect for working from a café, a plane, or anywhere your day takes you.
Feature: Lightweight design
- Benefit: Stay worry-free on rainy days or during outdoor adventures, knowing your belongings are safe and dry.
Feature: Water-resistant material
By focusing on how your product improves your customers’ lives, you make it more relatable and appealing. This gives you a chance of making the perfect choice for their needs.
Step 3. Use persuasive and engaging language
Your customers encounter numerous product options every day. With so many choices, they don’t have the time or patience to evaluate every detail. That’s why your choice of words or language must resonate quickly and effectively with them.
Example 1. This tool helps users to complete tasks quickly and efficiently.
Example 2. Save time and boost your productivity with this robust tool.
The sentences above convey the same thought but clearly demonstrate how persuasive and engaging language can elevate the delivery of a statement. This increases the probability that customers to take action.
Also, use active voice when writing product descriptions. People naturally engage in active voice when talking, so it’s more likely that customers can comprehend things efficiently.
Step 4. Incorporate keywords
As most customers online can access search engines to find products, integrating relevant keywords into your product descriptions is essential for connecting with their search intent.
Keywords help search engines understand your content and match it with user queries, increasing the chances of appearing in search results. By carefully incorporating keywords, you attract more targeted traffic and ensure your content resonates with your ideal customer needs.
Step 5. Utilize visuals
According to recent data, people remember only 10% of information three days after hearing or seeing it but adding images can improve recall to 65%. Product images can communicate complex information more quickly and effectively than words, enabling faster decision-making.
By creating compelling product descriptions and visuals, you make it easier for customers to connect with your product and choose it over others.
Step 6. Add links
Adding links to product descriptions is an effective way to enhance user experience. Instead of overwhelming customers with too much information, links let them explore details like size charts, user manuals, or additional specifications at their own pace.
They also work great for cross-selling—when linking a product to its matching accessories or complementary items to inspire more purchases. Plus, links to product pages like policies or FAQs build trust by making important information easy to find. When used wisely, links guide customers and improve your website’s SEO, creating a win-win for both you and your visitors.
Step 7. Guide your customers to the next step
Once you’ve shared the key details about your product, the next step is to encourage your customers to take action. A call to action (CTA) is your way of guiding them, whether it’s adding the product to their cart, exploring more details, or reaching out for support.
Your CTA should flow naturally within your description, reinforcing why the product is worth their attention and making the next step clear and easy.
SEO best practices for product descriptions
Crafting SEO-friendly product descriptions doesn’t have to be complicated. Here are the essentials to help your ecommerce site rank in search engine result pages (SERPs).
Keyword placement
Strategic keyword placement can make all the difference. Here’s where to use them:.
1. Title. The title is the first thing search engines and users see, so placing your primary keyword here signals relevance and improves your chances of ranking.
- Example: “Wireless Bluetooth Headphones with Noise Cancellation”
2. Headings. Headings help readers quickly find the information they need and enable search engines to understand the structure of your content. Including keywords in headings reinforces their importance and helps organize your content around key points.
- Example: “Top Features of Our Noise-Cancelling Headphones”
3. Body text. Keywords in the body text help search engines connect your product to relevant searches while providing essential information for potential customers. Write naturally to avoid keyword stuffing, which can hurt your rankings.
- Example: “This insulated travel mug keeps drinks hot for 12 hours, perfect for coffee lovers on the go.”
4. Alt Text. Alt text explains what an image is about, helping search engines understand its content. This increases the chance of your images appearing in search results and ensures accessibility for users with visual impairments.
- Example: “Alt: Lightweight stainless steel water bottle with a leak-proof cap, perfect for travel.”
5. Meta description. The meta description is a short summary found below the page title in search engine results. It’s often the first impression potential customers get of your product. Including keywords here encourages users to click by showcasing what makes your product unique.
- Example: “Stay hydrated with our leak-proof stainless steel water bottle. Durable, lightweight,and perfect for your active lifestyle. Order now!”
Long-tail keywords
Long-tail keywords are specific, longer phrases that focus on niche audiences and detailed searches. They might not get as many searches, but they usually lead to more conversions because they match exactly what people are looking for.
For example, instead of a general keyword like “shoes,” a long-tail keyword would be “comfortable running shoes for women with arch support.”
To use long-tail keywords effectively, here’s what to consider.
- Understand your audience’s intent. Identify what your audience is specifically searching for. Long-tail keywords often address detailed needs, such as “best lightweight backpacks for travel” instead of just “backpacks.” Research the problems or desires your product solves.
- Choose keywords that match specific needs. Focus on long-tail keywords that highlight unique features of your product. For example, instead of targeting “reusable bags,” use “durable eco-friendly grocery bags with handles.”
- Integrate naturally into your content. Add long-tail keywords to your titles, headings, product descriptions, and other key areas. Make sure they blend seamlessly into your text, so it reads naturally and remains engaging. Avoid stuffing keywords unnaturally.
- Highlight benefits related to the keywords. Use the long-tail keyword as a guide to emphasize your product’s unique selling points. For instance, if the keyword is “compact coffee makers for small kitchens,” it talks about space-saving features and ease of use.
- Optimize in strategic areas. Place long-tail keywords in titles, alt text, meta descriptions, and even URLs. These are high-impact areas that help search engines and potential customers understand what your page is about.
- Test and adjust. Monitor how well your chosen keywords perform. If a certain keyword isn’t driving traffic or conversions, refine your approach by trying new variations or targeting a different niche.
Include Social Proof
Social proof is a good strategy to build trust and boost sales. Highlight positive reviews, ratings, and testimonials to show others love your product.
For example, mention a high rating like “Rated 4.8 out of 5 stars by over 1,000 customers” or share a quick testimonial, such as “This bottle kept my drinks cold all day, says John.”
You can also emphasize popularity with phrases like “Loved by over 10,000 happy customers!” Including user-generated content, like photos or videos from real customers, adds authenticity and helps buyers feel confident about their purchase.
Why product descriptions matter
Product description is one of the factors that fuel your business’ success. Here’s why.
Drives conversions
Your product description can build engagements and boost conversions by keeping customers interested long enough to act. When a description uses clear language, addresses curiosity, or sparks excitement, it reduces hesitation and encourages purchases.
This works because attention is a limited resource. If your product description can captivate readers quickly and hold their focus, it increases the chances they’ll stay invested and take the next step.
Increases sales
Higher conversions mean higher sales. Clear and detailed product descriptions eliminate confusion and answer key questions customers have. This reduces the time they spend debating their purchase and builds confidence in their decision.
As a result, the more they purchase, the more consistent revenue growth for your website.
Builds credibility
A good product description shows them how well you know the product. When you’re clear, honest, and specific about what you’re offering, it builds trust. Customers feel confident that they’re getting exactly what they’re paying for and that you’re not hiding anything.
A detailed and transparent product description tells customers, “Here’s exactly what this product is, how it works, and how it benefits you.” This level of clarity builds trust in your brand and reassures buyers about their decision.
When you’re upfront about what your product delivers and ensure it meets expectations, you create credibility.
Improves user experience
Clear and accurate descriptions set the right expectations, so customers know exactly what they’re getting. This reduces confusion and helps avoid disappointment after purchase.
A well-crafted product description also simplifies the buying journey. By presenting information in a clear and logical order, such as listing features, benefits, and instructions, customers can quickly find the details they need. This saves time, reduces frustration, and keeps the experience enjoyable.
Optimizes for SEO
When you use the right keywords in your product descriptions, you’re making it easier for people to find you online. Search engines love content that matches what people are searching for, so the better your descriptions, the higher you’ll show up in search results.
More visibility means more people checking out your products and more sales for your business. A smart description doesn’t just talk to customers; it brings them straight to action.
7 common mistakes to avoid writing a product description
Now that you’ve learned how to write great product descriptions, here are seven mistakes to avoid when crafting a description.
1. Being too vague. A vague product description leaves too much room for confusion. Customers will move on if your description doesn’t clearly explain what the product does and why it’s valuable. Be specific about the features, how the product works, and what makes it unique.
2. Using too much jargon. Overloading your description with technical terms or industry-specific language can confuse customers who are unfamiliar with the terminology. Keep the language simple and focused on what matters to the customer. If technical details are necessary, explain them in plain terms.
3. Focusing only on features, not benefits. Focusing solely on product features makes your description feel dry. Customers want to know how the product will improve their lives. Shift the focus from just listing features to explaining the benefits to convince customers why they need it.
4. Not knowing your audience. Writing a product description without considering your target audience will not help you stand out in the market. Understanding the specific needs and expectations of your audience allows you to craft descriptions that speak directly to them in the right tone and language.
5. Overcomplicating the language. Using overly complex language or long sentences makes your description harder to read and understand. Aim for clarity. The simpler and more direct your language, the easier it is for customers to grasp what the product is all about.
6. Ignoring SEO. Your product description won’t help if no one reads it. You’re missing out on organic traffic if you’re not including relevant keywords. Make sure your description includes terms people are searching for so your product can show up in search results.
7. Missing a call to action. A description without a clear call to action is incomplete. After you’ve piqued their interest, guide the customer to the next step. Whether it’s “Add to Cart,” “Buy Now,” or something else, make sure the action is clear and easy to follow.
Elevate connection with the right product description
When done right, your product description is your key to your online store’s success. By understanding your audience, focusing on benefits, using persuasive language, and optimizing for SEO, you are setting for stronger connections with your customers.
A good product description reflects a good online store. With Domain.com’s website builder, you can create a professional, user-friendly store that brings your products to life.
Frequently Asked Question (FAQs)
A product description is a brief explanation that highlights what a product is, its features, and why it’s valuable to potential buyers. It should clearly state what the item does, how it benefits the customer, and why it’s worth purchasing.
When writing a short product description, focus on the most essential information: what the product is, its key features, and why it’s useful—all in as few words as possible. Be clear, direct, and avoid unnecessary details. It should grab attention and quickly communicate value in under 100 words.
When writing a short product description, focus on the most essential information: what the product is, its key features, and why it’s useful—all in as few words as possible. Be clear, direct, and avoid unnecessary details. It should grab attention and quickly communicate value in under 100 words.
