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How do you write a product description that’s both interesting and engaging?
In this guide, we’ll share how you can pull out a treasure trove of benefits and interesting points about any product to drive sales. Plus, find out what to avoid that can make a product description fall flat.
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How many times have you been searching for a product, and the description simply outlines the basics about the product, as if they were pulled right from a technical spec sheet, with absolutely nothing that compels you to buy it? Yet that’s how many product descriptions are.
One of the main reasons that product descriptions fall flat (and something you’ll want to avoid) is that there’s nothing about them that makes a client say, “Having this will improve my life.”
Further, many of them are written with generic AI phrases. One of the top issues with AI is that the text it generates is often bland and doesn’t connect with the reader, or in the case of e-commerce, the customer.
Even more problematic is if a product description contains an obvious ChatGPT saying like ‘as a large language model.’
Then, there’s the potential for AI to hallucinate and generate incorrect information about a product.
Not to mention that Google may penalize AI content that doesn’t comply with spam policies.
The key takeaway here? AI-generated product descriptions that don’t add unique value and aren’t tailored to your customer can pose a number of problems.
So, how do you avoid creating a bland product description that falls flat?
We’ll take a closer look, but first, here’s a quick overview of key aspects of a great product description:
Now, let’s go into these steps in more detail:
The first step before you even write a single word of your product description is to know your audience. If you don’t already have an ideal customer persona, now’s a great time to create one. Ask yourself these questions:
Customers don’t want to just know what a product is — they want to know specifically how it can improve their life.
Let’s take a look at an example scenario of creating a product description for a clothing brand. It might include the detail that it’s “made with 100% organic material,” but that isn’t necessarily the selling point; the selling point is that the material is “comfortable, eco-friendly, and sustainable.”
To turn your features into benefits, ask these questions:
Persuasive and descriptive language makes a product more appealing. Persuasive words include terms like:
Most online shoppers scan text, rather than read. With this in mind, structure your product descriptions to be easy to scan.
That means using bullet points (or emojis if it makes sense for your target audience), bold or italics, and subheadings for greater clarity. Break long text up into 2-3 sentence chunks.
Example:
The Ultimate Laptop for Marketers
✓ Portable and light-weight: Easily bring it to every client meeting.
✓ High-speed performance: Efficiently create campaigns without missing a beat.
✓ Top-tier graphics card: Expertly design standout graphics and ads for your audience.
Easily check the readability of your product description before publishing it with the Originality.ai Readability Checker.
If you’re going to write an enticing product description, it makes sense to optimize it so that search engines can read it too.
Just like with optimizing content for SEO, you’ll want to make sure that your e-commerce product description flows naturally.
Use relevant keywords in your title, subheadings and descriptions. Focus on long-tail keywords and include synonyms and variations where it makes sense to do so.
Don’t forget to optimize the meta descriptions as well, since this will help encourage a higher click-through rate.
Example: Rather than writing “This laptop has a good battery life”, which does little to move the needle for your SEO efforts, write something like: “This budget laptop with a 12-hour battery life is perfect for students and professionals who want a portable, high-performance laptop that lasts all day.”
Then, improve your SEO with the Originality.ai Content Optimizer and make genuine content improvements that predictably drive better rankings.
Every great e-commerce product description has a sprinkling of urgency and social proof to go along with it.
This prevents potential customers from adding the item to their wishlist or bookmarks, where they might not look at it again.
Adding urgency by including statements like “Only [Number] left in stock” or “20% off – today only!” encourages people to go ahead and place an order, or risk missing out.
A great product description only does some of the heavy lifting when it comes to getting a conversion and a sale.
When you back up the product description with high-quality images and video, users get an even closer look.
High-resolution images allow them to zoom in on the details and see textures and colors. Then, lifestyle shots show the product in use. Explainer videos, if necessary, demonstrate features and give the product an even more professional presence.
Once everything comes together, you’ll have a fully optimized product description.
Let’s take a look at an example of a product description for an office chair:
The Last Ergonomic Office Chair You’ll Ever Need — Work in Comfort
Ideal for: Remote workers, gamers, or anyone else who values comfort while working.
Fast-Shipping! Order today and get FREE delivery!
Product descriptions are not a once-and-done thing. It’s always a good idea to test several different descriptions and see what works best.
In particular, you’ll want to look at conversion rates, bounce rates, time spent on page, and customer reviews in order to make adjustments.
The best product descriptions blend together persuasive writing, search engine optimization, and customer psychology.
By bringing together benefits, descriptive language, and urgency in a way that’s clear and easy to understand, you’ll not only inform your potential customers but turn browsers into buyers.
Start refreshing your product descriptions and see for yourself how your sales improve!
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Then, learn more content marketing best practices in our top guides:
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