Examples of Good Product Description Writing
A product description is more than a few lines about the items you sell on your website. A strong product description educates consumers and can persuade them to make a purchase.
There is no need to panic if you do not consider yourself a wordsmith. You do not need to be Shakespeare to generate sales-driving product descriptions.
This tutorial on creating product descriptions will teach you the following:
- The nature of a product description and its significance
- Writing effective product descriptions
- 3 product description examples to inspire you
- How a commerce platform can assist in increasing sales
A product description offers consumers practical information regarding a product's benefits, dimensions and specs, composition, and more. Detailed product descriptions are essential to internet commerce. On product sites, product descriptions are often located beneath the product's name and price. Typically, they are no longer than 300 words.
Consider connecting to product manuals or adding extra sections to your product pages, such as a reviews section, size chart, or specifications section, if you need to create a lengthy product description, such as for a highly technical product.
Let's examine an example of a product description from the website of the shop Le Brow Bar.
This hat's description may be seen on the product page in two locations: below the price and below the main product information panel. The description provides information about the hat's fashionability and size and materials. It is a wonderful example of how to create clothes and accessory product descriptions.
Consequently, why all the fuss about product descriptions? An effective product description can enhance conversion rates. You can convert more online "window shoppers" into paying consumers by providing use case examples, providing specs and practical information, and using emotional language to appeal to target buyers in the product description. A compelling product description might cause a customer to fall in love with a product or merely determine that it satisfies their needs.
And by incorporating search engine optimization (SEO) keywords into product descriptions, you make it simpler for customers to locate your products on Google and other search engines. This feature of product descriptions might be very helpful if, for instance, you want to open a boutique and offer your products imaginative, rather than descriptive, titles. By including SEO into your product description, your "Kelly Dress" will appear on search engine results pages (SERPs) for phrases such as "green maxi milkmaid dress."
Check out our clothes store business plan guide if you're seeking further boutique-opening materials.
So, do you believe you are prepared to write product descriptions? Here are five recommended strategies for writing persuasive product descriptions.
1. Beginning with SEO
Determine the SEO keyword or keywords that you want your product to rank for in search engine results pages. You can read up on SEO best practices and select target keywords using a tool like Moz or Ahrefs, or you can outsource SEO to a marketing agency.
In general, your keyword goal should appear in multiple locations on each product page, including:
- Product description
- Product designation (for example, "Purple Hat with Cheetah Print")
- Product page's URL (ex: sampleboutique.com/purple-hat-cheetah-print)
- Alt text of each product photograph
2. Think about your audience
Remember to write for the clients you're attempting to attract, not for Google's search algorithm. Consider what your buyers would need to know to make a purchase, and what emotive language might appeal to their illogical side and encourage impulse purchase.
On a practical level, technical specs can assist in closing a transaction. A size guide on the website of a clothes retailer, for instance, can assist customers in finding the proper fit. On the psychological side, describing a product's popularity or demand might create a sense of urgency (more on this later).
3. Keep the voice of your brand
As you write for your audience, keep your brand voice in mind. A product description is an extension of your brand; therefore, adhere to your style guide's rules and principles for voice and tone to provide a consistent customer experience.
4. Focus on sales.
Instead of relying just on flowery language in product descriptions, be sure to incorporate useful information that increases conversion rates. Here are some suggestions:
- Discuss use-case concepts A sample product description for a dress could read, "This day-to-night dress is fantastic for the office with a blazer and transforms into the ultimate date night look with heels." This description transforms a straightforward garment into a versatile outfit.
- Establish a sense of urgency. In the product description, phrases such as "limited edition," "limited time," or "it sold out in three days last time" help generate a sense of urgency that plays into retail psychology and motivates shoppers to purchase immediately so as not to miss out. An example of a product description employing these strategies could be, "When we first offered this jacket, it sold out in less than a week. We have released a limited quantity of jackets for our anniversary sale, and once they're gone, they're gone forever."
5. Make use of social proof
Consumers are more prone to consider the opinions of their peers than marketing communications. Utilizing customer testimonials, press coverage, and other kinds of social proof in product descriptions can increase sales.
A product description example for this method might be as easy as "this purse has been shared on social media more than 35,000 times."
Product description examples
Before writing your own product description, consider the preceding examples for guidance.
1. example of a clothing item description
This sweatshirt's description from Le Brow Bar is a wonderful example of how to create apparel product descriptions.
The basic product description begins with "loungewear you'll want to live in," appealing to the emotions of the target audience. The section then provides information regarding the item's composition. The description concludes with "Mix and matches to create cute + comfortable sets!" as a covert cross-selling technique.
The secondary description gives more practical information, including specifics, fit, material, and garment care instructions.
2. Beauty product description sample
When selling difficult-to-understand products online, such as perfume, a product description must do the heavy lifting to generate sales. The product description for this fragrance from the luxury cosmetics retailer Etiket exemplifies this.
The description states, "Phi is a rich aroma inspired by a natural extract of roses grown in Afghanistan's rose region, Nangarhar." It appeals to the emotions of luxury-seeking clients by describing the perfume's foreign origin.
This rose oil is quite uncommon and of the greatest grade. The supplementary description states, "Inspired by these roses flourishing in a harsh and arid environment, Phi is a rare treasure with contrasting lines and natural raw materials that provide depth and authenticity."
It elaborates on the scent's exclusivity and discusses the scent's notes in great depth to assist transmit in writing what is normally only known by smell.
"Phi begins with a lush, juicy Apricot note. An all-natural apricot extract with a surprising richness enchants and combines with a Cinnamon note and undertones of bitter almond, mellowed by bergamot essential oil."
3. Technical product description sample
The product description for this camera lens from YM Camera demonstrates the level of specificity possible when selling a highly specialized item. It exceeds the 300-word limit in order to include vital information that emphasizes product specs and educates clients on what to look for in a lens.
Specifically, the product description provides information about the lens' technology, how image stabilization works, the advantages of the lens' lightweight, and its compatibility with accessories. This vendor goes above and above with the product description by using it to inform customers about the goods they are purchasing.
The benefits of a commerce platform
A point-of-sale system for retail that includes eCommerce capability can aid in the creation of an omnichannel retail experience. When eCommerce is integrated into your POS, product descriptions are synchronized between your online store and physical inventories.
Using an omnichannel commerce platform like Gtechwebindia, your inventory is automatically updated regardless of whether a sale is made in-store or online.
"I am certain that the inventory levels I, my sales associates, and my customers see on the POS and online are accurate. "[Gtechwebindia is] incredibly user-friendly," adds Loyal Tee Boutique's Tori Erickson.
When your team and customers have access to the most up-to-date inventory data, you will avoid stockouts and annoying, time-consuming customer service issues.
In addition, an omnichannel commerce platform provides comprehensive company intelligence. You'll be able to make informed business decisions if you have access to advanced reports on your online and offline sales.
Are you prepared to start writing product descriptions that increase sales? The omnichannel POS and eCommerce platform from Gtechwebindia can assist. Talk to us today.
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