How to write perfect product descriptions

From engaging storytelling to strategic language choices, we explore practical tips and examples for writing perfect product descriptions.
· 03 May 2024 · 5 minute read

6 techniques to use when writing product descriptions

Create compelling and effective product descriptions that resonate with your customers and help drive sales. Below we uncover six techniques to consider when writing product descriptions.


1. Focus on product benefits

Emphasise benefits over technical features. You can do this by highlighting how your product can improve a potential customer's life.


2. Address customer pain points

Understand and address the challenges or concerns your target audience may have and showcase how your product can provide a solution to this problem.


3. Use storytelling techniques

Weave a story around your products to connect emotionally with potential buyers. This can help make your product description more memorable. For example, if your business sells ‘Outback Adventure Boots’, consider including a sentence like this in your product description: “Picture yourself traversing the vast Australian wilderness, the red dust beneath your feet, as you lace up these boots inspired by the tales of explorers who conquered the outback before you”.


4. Appeal to customer needs and desires

Tailor the words and language you use in your product descriptions to resonate with the specific needs and desires of your target audience. This can help you create a stronger connection. For example, if you run a small tech accessories business, consider using language and phrases like “Whether you crave the sleek minimalism of” and “solutions that go beyond functionality”.


5. Use persuasive techniques

Persuasive language can help captivate attention and encourage action. Consider incorporating powerful words like “revolutionise” or “indulge” to help leave a lasting impression. You may even want to take it one step further and feature short form video content in your product descriptions. This can help engage your target audience and make a big impact.


6. Proofread and edit

Focus on accuracy and professionalism by thoroughly proofreading and editing your product descriptions. Typos and errors can detract from the credibility of your business. You should also consider your brands tone of voice when writing your product descriptions.

By implementing these practices, you’ll be well on our way to writing product descriptions that effectively capture the attention of potential buyers and help drive sales for your business.


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How to optimise your product descriptions for SEO

Enhancing your product descriptions for search engine optimisation (SEO) is one of the most effective ways to boost visibility and attract organic traffic to your eCommerce platforms. Below we unpack four helpful tips for writing optimised product descriptions.


1. Incorporate relevant keywords naturally

When adding keywords to your product descriptions, try to work them into the natural flow of your story. You want it to be easy to read and still help your product show up in online searches to help boost visibility.


2. Craft unique descriptions for every product

Stand out by providing distinct descriptions for every product. Highlight the unique features to help you attract high quality website traffic to your eCommerce site.


3. A/B test for effectiveness

Trial two different versions of the same product description to see which one performs better in terms of customer engagement or sales. A/B testing allows you to compare two variables. For example, changing the wording, layout, image or format of a product description. This can help you understand what resonates best with your audience.


4. Refine using feedback and data-driven insights

Look for ways to continuously improve your product descriptions. You can do this by analysing key performance metrics, like click-through rate and conversion rate. Aim to incorporate customer feedback and focus on evolving customer needs to help you meet changing expectations and preferences.


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Effective product description examples

Below we include some examples that help showcase some of the effective strategies to use in product descriptions.


1. Local artist with online store

Heading: Beachside Artwork - "Sunset Serenity Canvas Print"

Product description: Embrace the coastal magic with our "Sunset Serenity Canvas Print." Each stroke tells a story of the sun bidding farewell, casting hues of warm pinks and oranges across the tranquil waves. Picture the rhythmic sound of the tide as you lose yourself in this artistic rendition of beachside bliss (Storytelling). Bring the serenity of the shore into your home and let the breathtaking beauty of the coast inspire your daily moments (Benefit).


2. Australian craft brewer with online store

Heading: New IPA Beer - "Brewmaster's Coastal Cascade IPA":

Product description: Dive into a coastal adventure with our "Brewmaster's Coastal Cascade IPA." Crafted with a passion for brewing and a dash of seaside magic, this IPA is a celebration of the coastal spirit. Imagine the refreshing mist of ocean spray as you savour the burst of citrus and tropical hop flavours (Feature).


The Coastal Cascade IPA isn't just a beer, it's a journey to the shores, where each sip tells the story of crisp waves and salty air (Storytelling). Unleash the spirit of the coast with every tantalising drop.


3. New Australian skincare brand with online store

Heading: New Eye Serum - "Oceanic Rose Infusion Revitalising Eye Elixir":

Product Description: Embark on a skincare odyssey with our "Oceanic Rose Infusion Revitalising Eye Elixir." Inspired by the healing essence of the sea and the timeless allure of roses, this serum is a narrative of natural beauty. Picture the gentle caress of ocean breezes as this elixir revitalises and hydrates, leaving your eyes adorned with a youthful glow (Storytelling and Benefit). Immerse yourself in the botanical bliss, where each application becomes a ritual of self-love, inviting you to indulge in the radiant transformation that nature's gifts can unfold (Storytelling).


These are just a few examples of how businesses across a range of industries can embrace the art of storytelling in product descriptions while communicating key features and benefits.


Try experimenting with the above techniques and focus on continuously refining your product descriptions to enhance your eCommerce experience and SEO performance. By finetuning your writing skills and harnessing the persuasive power of product descriptions, you can elevate your business in the competitive digital space.

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