A well-written product description can turn browsers into paying customers. But how do you write product descriptions? What should you include?

Let’s look at what a product description is and the elements to think about to get it right.

What is a product description?

In a nutshell, a product description is the text that explains what your product is. It should tell your customers important information they need so they can decide whether it’s worth them buying.

Sounds easy – but there are certain elements that your customers will expect to see, and if missed, can mean the loss of a sale. So it’s important that you know how to write a good product description so that people know what you’re offering.

An example of a great product description

This product description for an armchair is a typical example from John Lewis. These people know their stuff – and more importantly, they know their customers.

From the top, you’ll see that they have their scrollable images front and centre, which perfectly showcases the product from all possible angles, including a couple of close-ups to highlight the fabric.

All of the information is up top to see what the product is, the colours of the materials, what materials used are, basic dimensions, and the price. Customers could easily make a purchase based on that top section alone.

Underneath, they have their beautifully written full description. Nothing technical at all – in fact, quite the opposite. They cleverly tell us how we can use the armchair and how it will make us feel. 

The description and words used (gently wraps around…arms provide additional support…sounds like a cosy hug, right?) evoke emotion. It’s much less about a simple chair, much more about the benefits of using it.

What to include in a product description

When you’re writing your product descriptions, you must work out some structure or template so that each one has a familiar look. Keep them as uniform as you can so that customers know what to expect when they’re browsing your products.

Some of the things you’ll need to include are:

  • A good header, which tells people what it is you’re selling
  • A description of the product, its features and USP
  • The product image (more than one, if you can)
  • The price – make that clear as it will be an essential piece of information from the buyer’s perspective
  • Any technical information that’s needed – that could be fabric composition for clothing, for example, or technical outputs, specialist components, or materials used in construction
  • Measurements and dimensions

5 tips on how to write product descriptions

1. Consider your customers

Sure, you know how fabulously awesome your product is – but how does it benefit your customer? Focus on how your product will make them feel and how it makes their lives easier or enhances their experience. If you know who your customers are, you can speak to their particular needs and wants.

2. What’s the USP?

What makes your product stand out among other similar ones on the market? Highlight those first, tell your customers what makes your product special.

3. Evoke emotion

Even though it’s important to tell people about the features of your product, remember that in the end, we all choose to buy based on emotion. What does your product offer on an emotional level? Does it give peace of mind? Will it ensure that the person is safe, or stylish, or free from pain? Does it offer a unique or exciting experience? Focus on tapping into those emotional needs.

Think about the language and the words you use – how can you make your customers feel your product with just an image and a few words? Appeal to their senses. What does your product feel like to touch, or smell, or taste? How would the product look or feel in reality?

4. Be clear and concise

One of the main rules for all kinds of content marketing is always be clear and concise. People only have short attention spans when reading online, so you need to get to the point quickly.

5. Make it look appealing

I’m not talking about the product (although, of course, you’ll want great images, too!). Consider the layout of your product description. Make it easy to read and navigate. Make the main benefits clear, using lists, bullet points, and bold or highlighted text. Separate paragraphs, make sure it reads in a way that makes sense, and ensure that the reader isn’t searching for the information they need.

Over to you

Now that you know how to write product descriptions, perhaps you can revisit yours and see if they can be improved. What elements can you use to make your descriptions shine?