How to write a product description

Table of contents

Do you know that 87% of consumers say that product descriptions are extremely important when it comes to making a buying decision?

And, 20% of purchase failures are the result of missing or vague product information.

That’s how important a product description is.

In this digital age, if you want to sell your products or services, you need to master how to write good product descriptions.

A product description is more than just a list of features and specifications. It's a powerful marketing tool that can persuade your potential customers to buy from you. And most importantly, it helps to stand out from the crowd and persuade your potential customers to buy from you.

Now here comes the question, how to write a product description that sells?

Don’t worry! This blog post covers what product descriptions are, why they are important, and how you can write effective product descriptions that boost your sales. Plus, you can check out a few tips, examples, and a simple template that help you craft your own product descriptions with ease.

And if you need some help from a professional copywriter, this blog post will introduce you to Writesonic's product description generator that can generate high-quality product descriptions in minutes. So, let’s get started.

Table Of Contents

What are product descriptions?

Product descriptions are the text that describes the features, benefits, and value propositions of your products or services. In simple terms, describe what your product is, what it does, and why it's worth buying.

A product description is usually displayed on your product pages, along with images, videos, ratings, reviews, and other information that helps visitors to make a purchase decision.

A good product description should answer the following questions:

  • What is the product? (name, category, type, etc.)
  • What are the main features and specifications of the product? (size, weight, color, type of material, etc.)
  • What are the benefits and advantages of using the product? (how it solves a problem, fulfills a need, or satisfies a desire)
  • How is the product different from other similar products in the market? (unique selling proposition and value proposition)
  • How can the customer use the product? (instructions, tips, suggestions, or examples)
  • Who is the product for? (target audience, buyer persona, or ideal customer)

Why is writing a good product description important?

Product descriptions are not just a list of facts or specifications. Instead, it is a form of persuasive writing that aims to highlight the unique selling points of your products or service, and show how they can solve your customers' problems, fulfill their needs, or improve their lives. Here’s how writing a good product description helps:

  • Communicate your value proposition and brand identity to your customers.
  • Convince your customer and increase your conversion rate by appealing to the ideal audience.
  • Improve your SEO and organic traffic by using relevant keywords and phrases and attract more qualified leads to the website.
  • Reduce your return rate and customer complaints by providing accurate and clear information about your product.
  • Build trust and credibility with your customers by showing off your expertise, testimonials, and social proof.

Tips for writing an effective product description

Writing an effective product description is not an easy task. It requires creativity, research, and skill to craft a captivating and convincing copy that resonates with your audience and converts them into customers.

Here are a few tips and best practices that you can follow to make the process easier and more successful:

Understand your audience

Knowing who your target audience is, is the first and the most important step.

So, before you start writing, know who your ideal customers are, what are their pain points, what they are looking for, what they care about, what they struggle with, and what they aspire to.

You can use tools like surveys, feedback forms, reviews, or customer interviews to learn more about your audience and their preferences. You can also create a buyer persona, which can help you to tailor your product descriptions as per their needs, preferences, and expectations.

Turn features into benefits

One of the most common mistakes that many online sellers make is focusing too much on the features and specifications of their products or services, and not enough on the benefits and results that they provide to their customers.

Features are the characteristics or attributes of your products or services such as size, color, material, design, or functionality. Benefits are the advantages or outcomes that your product delivers, like satisfaction, convenience, comfort, or happiness.

Always remember, customers, care about them and not you. They buy products for the benefits, not the features. So, make sure to highlight how your product can improve their lives. Here’s an example:

Feature: A laptop with a 15-inch screen.

Benefit: Enjoy a more immersive and detailed visual experience or a high-resolution display and a wide viewing angle.

Still now sure how to turn features into benefits? Writesonic’s Feature to Benefit tool can help you. Watch how:

Feature to Benefit Generator - How to write product description
Feature to Benefit Generator

Use a consistent tone

Your tone of voice is the way you communicate your brand personality and values to your audience. It should be in sync with your brand identity, your product category, and your audience's expectations.

Your tone of voice can be formal or informal, serious or humorous, professional or friendly, depending on your brand identity and your target audience. The key is to create content with a consistent tone that matches your brand image and your customers' expectations and that creates a positive and memorable impression.

For example, if you are selling fun and quirky products, you can use a playful and witty tone that reflects your brand's creativity and humor. If you are selling luxury and sophisticated products, you can use a refined and elegant tone that reflects your brand's quality and exclusivity.

Whatever tone you choose, make sure you use it consistently throughout your product description and across your website and other marketing materials.

Use power words

Power words are words that trigger an emotional response or a sense of urgency in your readers and can influence their behavior and decision-making.

Power words help to capture your visitors' attention, spark their curiosity, create excitement, or induce them to take an action. Here are a few examples of power words: amazing, guarantee, stunning, irresistible, limited, exclusive, guaranteed, proven, easy, free, and now.

The key is to use these power words strategically to highlight the benefits, create headlines, add call-to-actions, or overcome objections. It helps to make the product description more compelling and effective.

For example, instead of saying that your product is on sale, you can say that it is on a huge discount, a special offer, or a flash deal. There might be instances where you are out of words or finding it hard to think what power words to add. During such instances an AI writer always comes to the rescue.

Make it super easy to scan

No one has time to read every word of your product descriptions. People scan quickly to find the information that they are looking for, and that can help them decide whether to buy or not.

So, make your product descriptions easy to scan and digest by using clear and concise language, short and simple sentences, and proper grammar and punctuation.

You can also add visual elements, such as bullet points, headings, subheadings, bold, italic, or underline, to break up your text into smaller chunks and to highlight the most important points, such as the benefits, features, or guarantees of your products or services. This can help you improve the readability and usability of your product pages and make your visitors stay longer and engage more with your content.

Leverage the power of storytelling

Storytelling is a powerful technique that can help you connect with your audience on a deeper level, and make your products or services more memorable and relatable.

By telling a story about your products or services, you can show your visitors how they can fit into their lives, how they can help them overcome their challenges, or how they can make them feel or look better.

You can also share your brand story, which covers how and why you started your business, what your vision and mission are, and what your values and beliefs are, to build trust and credibility.

Apart from that, you can share a customer story which includes how your product helped your customer, what results they achieved, and what feedback they gave.

You can use storytelling techniques like creating a hook, conflict, resolution, and a call-to-action to craft your stories. Plus, to save time, you can try using Writesonic Story Generator to help you with a tone on storytelling.

For example, "Meet James, a busy entrepreneur who struggled to find time for his health and fitness. He tried many apps and gadgets, but none of them worked for him. Then he discovered our product, a smart watch that tracks his activity, heart rate, sleep, and calories. He started using our product and noticed a huge difference in his energy, mood, and productivity. He even lost 10 pounds in a month. He loves our product and recommends it to his friends and family. Want to be like James? Order our product today and get ready to transform your life."

Optimize with keywords

Keywords are the words or phrases that your target audience uses to search for your products or services on search engines, such as Google, Bing, or Yahoo. By incorporating relevant keywords in your product descriptions you can improve your SEO ranking and visibility and attract more organic traffic to your website.

However, make sure to use keywords naturally and strategically, and avoid keyword stuffing, as it can harm your SEO performance and annoy your visitors.

You can use tools like Writesonic's Keyword Extractor to find and analyze the best keywords for your products or services. Then, use them in your product titles, headlines, subheadings, body text, and meta descriptions in a way that makes sense and level up your content marketing efforts.

Show off the social proof

Social proof is the evidence that your products or services are trusted, and valued by other customers. It can help you build trust and credibility with your customers and reduce doubts and objections, which in turn influence their buying decisions.

You can use different types of social proof, such as ratings, reviews, testimonials, awards, certifications, endorsements, logos, case studies, or statistics, to showcase the quality, performance, and satisfaction of your products or services.

And try using social media platforms, such as Facebook, Instagram, or Twitter, to showcase your social proof and encourage users.

For example, "Don't just take our word for it; see what our customers are saying about our product. We have over 10,000 positive reviews on Amazon, 4.9 stars out of 5, and a loyal fan base on Instagram. Check out some of our customer testimonials below and join the happy community of our product users."

Get a mind-blowing product description copy with Writesonic

As you can see, writing a product description that sells is not a simple task. It takes a lot of time, effort, and skill to craft a captivating and convincing copy that resonates with your audience and converts them into customers. But what if you could get a mind-blowing product description copy in minutes without having to write a single word?

Here’s the solution you’ve always been looking for: Writesonic!

Writesonic uses advanced natural language processing and deep learning algorithms to analyze your inputs and to create a unique and original product description copy that highlights your value proposition, benefits, features, and call-to-action.

All you have to do is enter your product/service name and description. If you need help with product name you can try out the Product Name Generator (it's completely free). Then, select the tone of voice, language, and quality you want. Finally, hit generate. Writesonic creates 5 unique product descriptions that you can choose from. Here’s a glimpse of how it does:

Product Description Generator - How to write product description
Product Description Generator

You can edit, tweak, or rewrite any part of the product description copy that you are not satisfied with, or generate more variations, until you find the perfect one for your product page.

Ready to generate amazing product descriptions in minutes?

A simple product description template

To help you write your own product descriptions, here’s a simple product description template that you can use as a starting point for your products or services. The template consists of four main elements: headline, subheadline, body text, and call-to-action (you can use it as it is or customize it as per your needs)

Headline: A catchy and descriptive title that summarizes your product or service and captures your visitors' attention.

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Pro tip: Introduce your product with a catchy headline that includes your product name and main benefit or USP.

Subheadline: A short and snappy sentence that expands on your headline and introduces your product or service and its main benefit or value proposition.

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Pro tip: Write a short paragraph that summarizes what your product is, what it does, and why it's worth buying. Use power words and keywords to capture your readers' attention and interest.

Body text: A paragraph or a list of bullet points that describe the features, benefits, and outcomes of your product or service and how they can help your customers solve their problems, fulfill their needs, or improve their lives.

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Pro tip: Write a bullet point list that highlights the main features and benefits of your product. Use the feature + benefit + because the formula to explain how your product delivers value to your customers.

Call-to-action: A clear and compelling statement that invites your visitors to take action, and tells them what to do next, such as buy, add to cart, subscribe, sign up, or learn more. Check for some amazing call to action examples here.

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Pro tip: Write a call-to-action that urges your customers to buy your product or take the next step. Use a sense of urgency, scarcity, or exclusivity to motivate your customers to act fast.
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Optional: Add some social proof, such as testimonials, reviews, ratings, or case studies, to show your customers that other people have bought and liked your product.

How to write a product description examples

Example 1: Product - Wireless Earbuds

Headline: Enjoy the ultimate wireless sound experience with X-Buds

Subheadline: X-Buds are wireless earbuds that deliver crystal-clear sound, premium noise cancellation, and long-lasting battery life.

Body text:

  • Connect seamlessly with any Bluetooth device, and enjoy your favorite music, podcasts, or calls, without any wires or cords.
  • Experience high-quality sound with deep bass, balanced mids, and crisp highs, and adjust the volume, play, pause, or skip tracks with a simple touch.
  • Block out any unwanted noise, and focus on the sound with the active noise cancellation feature that adapts to your environment and preferences.
  • Keep the music going with up to 8 hours of playtime on a single charge and up to 24 hours with the portable charging case that also protects your earbuds from dust and water.

Call-to-action: Don't miss this limited-time offer, and get your X-Buds today, with a 30-day money-back guarantee and free shipping worldwide.

Example 2: Product - Online Course

Headline: Learn how to master digital marketing in 8 weeks with DigiPro

Subheadline: DigiPro is an online course that teaches you everything you need to know about digital marketing, from strategy to execution and from beginner to expert.

Body text:

  • Learn from the best with over 50 hours of video lessons, quizzes, assignments, and live Q&A sessions, taught by leading digital marketing experts and practitioners, who have worked with global brands and agencies.
  • Gain the skills, tools, and confidence to create and implement effective digital marketing campaigns, across various channels and platforms, such as SEO, SEM, email, social media, content, and analytics.
  • Earn a recognized and respected certification that validates your digital marketing knowledge and abilities and that can help you land your dream job, advance your career, or grow your business.

Call-to-action: Join over 10,000 students who have enrolled in DigiPro, and start your digital marketing journey today with a 50% discount and a 14-day risk-free trial.

Example 3: Product - Coffee Maker

Headline: Brew your perfect cup of coffee every morning with XYZ

Subheadline: XYZ is the smart coffee maker that lets you customize your coffee preferences and brews it for you automatically, at your desired time and temperature.

Body text:

  • Choose your coffee strength, grind size, brew method, and cup size, with the easy-to-use touchscreen interface or with the XYZ app on your smartphone.
  • Schedule your coffee to be ready when you wake up, or anytime you want, with the programmable timer and the keep-warm function that keeps your coffee hot for up to 2 hours.
  • Enjoy the delicious taste and aroma of freshly brewed coffee with the built-in grinder, that grinds your beans just before brewing, and the anti-drip feature, that prevents any mess or waste.

Call-to-action: Treat yourself to the best coffee experience ever, and order XYZ today, with a 1-year warranty and a free sample of premium coffee beans.

Conclusion

Writing a product description that sells is not as hard as it seems. You just need to follow some simple steps and tips to create captivating and convincing product descriptions that resonate with your audience and convert them into customers.

And if you need some help or want to speed up the task, you can use an AI writing tools like Writesonic and generate high-quality product descriptions in minutes to save time and boost your conversions by 100X.

What are you waiting for? Start writing product descriptions and see the results for yourself. Happy writing and selling!

Pragati Gupta

A professional content creator & copywriter who helps businesses to transform ideas into powerful words & convert readers into customers.

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Discover what writing with AI feels like. See for yourself with a free trial -- we assure you'll save 20+ hours every week.
Try for FREE