How to Write Product Descriptions That Attract Customers & Sell More

Product descriptions can help attract shoppers and help to close sales.

When someone shops online, it is often the picture of the product that says the most about it, but the written product description is important too. The the words on the page that describe the product, explain its benefits, or even assure shoppers about its capabilities can have a significant impact of how shoppers find the product in search engines and how comfortable those shoppers are buying from a particular merchant.

Product Descriptions Have a Purpose
By the time that a shopper arrives on your product detail page, that potential customer has already gone a long way down the buying funnel. The shopper probably decided that she needed some product. She might have searched for the product or product category on Google or Bing and been attracted to one or two online retailers based on those search engine results — this is purpose number one for product descriptions, attracting shoppers from search engines.

Next, the shopper visited the interesting online stores, looking at the product's price, photograph, and specifications — the latter of which are part of the second purpose for well written product descriptions, assuring the shopper that a particular product meets their needs and expectations.

Good product descriptions then should be useful for search engine optimization and attracting shoppers to a retailer and helpful for assuring that shopper that she is making the right choice to buy the product.

[PHOTO OF GOOGLE SCREEN CAPTURE, Amazon's router description appears on a Google search engine results page, and attracts shoppers.]

The Title is Part of the Description Too

A product's title or name is an important part of its description. The title should appear in the page's html title tag, inside of an html h1 tag on the page, and as part of the page's meta data. Shopify users are fortunate that most Shopify themes take care of this part for them.

This title should aim to describe the product as succinctly as possible. Examples of good, descriptive product titles can be found on many sites. Here are a few specific ones that both inform a shopper about the product and do a good job of providing important product information to search engines.

• Purina Equine Senior Active Healthy Edge 50Lbs. from D&B Supply, http://mydbsupply.com/index.php/farm-ranch/farm-animal-livestock-feed/horse-feed/senior-horse-feed/purina-equine-senior-active-healthy-edge-50lb.html. The title tells the reader the product's brand name, Purina, and its size, 50Lb.

• Jason Kole Coat, Wool-Blend Pea Coat from Macy's, http://www1.macys.com/shop/product/jason-kole-coat-wool-blend-pea-coat?ID=685162&CategoryID=118&panel=women%27s_6_product-pool. Here again the title includes the brand.

• Midland - 30-Mile, 7-Channel Handheld Weather Alert Radio from BestBuy, http://www.bestbuy.com/site/Midland+-+30-Mile%2C+7-Channel+Handheld+Weather+Alert+Radio/9402764.p?id=1218099650634&skuId=9402764. This product title says what the product is, “Handheld Weather Alert Radio,” provides basic specifications, “30-mile, 7-Channel,” and names the brand, “Midland.”

• iPad Smart Case - Polyurethane - Dark Gray from Apple, http://store.apple.com/us/product/MD454LL/A/ipad-smart-case-polyurethane-dark-gray. This product title from the Apple store tells the shopper the item's purpose, “iPad Smart Case,” its material, “Polyurethane,” and even its color.

• Softspun merino mix cowl sweater from Coldwater Creek, http://www.coldwatercreek.com/product-detail/62852/69582/softspun-merino-mix-cowl-sweater.aspx?colorid=077&refLink=womens.aspx. This description says what the product is, “cowl sweater,” is material, “merion mix,” and something about its feel, “softspun.”

Good Product Descriptions Often Tell a Story

The product description should, in some sense, tell the shopper a story. This can be a story about value, comfort, quality, or even how the shopper will feel when he owns the product, but it is a story none-the-less.

The product description story should be short enough that it works well as a description on a search engine results page, and yet be long enough to convey its core messages.

“Achieve amazing anti-aging results at home with the PMD Personal Microderm. It works just like a professional microdermabrasion treatment without the hassle or cost. The hand-held device uses the same aluminum oxide crystals as the ten thousand dollar machines found at your doctor's office. It smooths away dead skin cells, diminishing age spots and other signs of aging. Help treats acne and scarring as well.”

The description above is from PMD Personal Microderm at http://www.personalmicroderm.com/products/pmd-personal-microderm-for-gma. It tells the shopper a story, about how the product provides professional level microdermabrasion treats without the “hassle or cost” of other solutions. Shoppers looking for microdermabrasion, which relies on tiny rough grains to buff and improve the appearance of human skin, should be attracted to the PMD site.

“Paul Smith's brand of laid-back cool is always a good choice, and these jeans are perfectly appointed for stylish weekends. They have just the right amount of faded detail, while the slim fit and lightweight selvedge denim will ensure you look sharp. Team them with loafers to create a contemporary outfit and showcase the rolled cuffs. Shown here with a Gant Rugger blazer, Orlebar Brown shirt, Drake's pocket square and Paul Smith shoes.”

This product description for Paul Smith-brand Slim-fit Washed Selvedge Denim Jeans from Mr. Porter at http://www.mrporter.com/product/329475 tell a story about stylish weekends, quality, and how the customer will look when wearing the jeans.

“They're brand new candies, but already they are inspiring nostalgia. The core of each is soft with a slightly sticky chew and buttery, brown-sugar butterscotch taste. Like licking your lips after a dip in the ocean, the sea salt accent makes them all the more mouthwatering. Coated in a rich, smooth dark chocolate, each 1/2-inch round (pop-em-in-your-mouth-sized) candy pearl promises a perfectly balanced sweet-salty-slightly bitter bite. Each seven ounce bag (about 55 pieces) is sized to fit into stockings, transports well during travel and will fill a candy dish (depending on the depth, probably twice!). They're a sweet deal at $3.49.”

Here a product description from the Trader Joe's website, http://traderjoes.com/products.asp, uses a description of the candy's ingredients, shape, and texture to tell a store about its quality and taste. It is interesting that there is even an appeal made to nostalgia. The idea is that these candies are similar to the hand-made candies from an earlier age.

The secret here is to tell an authentic story about the product that will match with the reality of using and owning the product.

Less Might be More for Some Products

It is also important not to try to say too much about a product. Clothing, electronics, jewelry, and similar categories lend themselves to somewhat longer descriptions.

Some products, however, need little more than their title. For these a pithy description might work best both for shoppers and search egines.

Ace Hardware, as an example, describes its Scuffle Stirrup Hoe, http://www.acehardware.com/product/index.jsp?productId=1334167&cp=2568443.2568444.2598674.2601431.1305554, with three bullet points.

• For cutting weeds and loosening soil

• Sharpe, double edge blade cuts on both push and pull motions

• Socket nailed to handle for durability

NetShopper replies on a single, descriptive phrase for this product description, http://www.netshopr.com/products/two-light-round-led-desk-lamp-by-tao-electronics-inc-86001.

“Two Light Round LED Desk Lamp by Tao Electronics Inc.

Product Descriptions Should Be Unique

Product descriptions should be unique to a store even if the product is not. Many online retailers compete with others, selling identical products. For these items, it is important to use a unique product description that set a merchant's site apart from the competition.

D&B Supply, a farm and ranch store, selling Wrangler Booty Up jeans for women. The pants can be found in hundreds of online stores, but this description is unique to D&B, http://mydbsupply.com/index.php/brands-28/wrangler/wrangler-low-rise-premium-patch-booty-up-jean.html.

“Don't sit down ladies. Stand up, turn around and take notice! With new technology in these over-the-top flattering jeans, your booty will be well placed while accentuated with white rear pocket stitching and perfectly placed darts. The low rise and boot cut will flatter your curves and insure you and others of a rip-roaring good time all day and into the night.