Product descriptions play a crucial role in boosting your sales.
Good ones can hit the right buttons and turn shoppers into customers.
Not only that, it impacts SEO and how well your product page ranks on search engines like Google and marketplaces like Amazon and Walmart.
In this article, we share how to write good product descriptions and discuss some examples you can reference.
What is a product description?
A product description is a concise and compelling summary of your product that provides potential customers with all the information they need to make an informed buying decision.
It goes beyond listing the specifications and delves into the value and experience your product offers.
The goal is to draw a vivid picture in the customer's mind, making them feel an emotional connection and driving them towards a purchase.
How to write compelling product descriptions (with examples)
We’ve all been on the other side, struggling to stop ourselves from adding yet another item to our online shopping cart.
That’s the result of a compelling product description (or possibly a shopping addiction).
Writing effective product descriptions is not easy. There are many factors you have to watch out for, such as the flow, the words you use, and the features or benefits you choose to highlight.
But there is a structured way to do it. And once you understand these factors and how to apply them, your product content will level up and start bringing in more customers.
Words are powerful if you use them wisely.
- Understand your customers
- Highlight features and benefits
- Draw visuals with words
- Incorporate storytelling
- Include keywords
- Keep it clear and concise
- Make it easy to read
- Add social proof
- Use your brand voice
1. Understand your customers
To convince someone to do anything, we need to understand them. Likewise, to push shoppers towards a purchase, we have to know their needs and wants, demographics, potential objections, and more.
That will give us clues into:
- Which problems your product can solve
- What are the desired outcomes of using your product
- How and when they’ll use the product
- Why would they not want to buy from you
- What language and words resonate with them
These are valuable pieces of information that help you cater your product descriptions to speak directly to your customers.
There are a few ways you can learn more about your customers:
- Talk to them: Pick a few of your best customers, customers who’ve churned and even potential ones, and do a customer interview
- Visit forums: See what people about your brand and products, or those of competitors’
- Study reviews: Look at product reviews to pick out words that customers use, as well as what they like or dislike about the product
2. Highlight features and benefits
You’ve probably heard this many times. But let me bore you once more—you’re not selling a product, you’re selling a solution or an experience.
Instead of listing down all the cool features that your product possess (which are probably pretty amazing), expand them into the benefits they bring and the problems they solve.
This must align with the customer research you’ve done earlier.
A bottle is not insulated, it keeps your drinks hot for 12 hours without burning your hand.
If you’re selling to busy working professionals, the bottle keeps their morning coffee fresh and warm for their busy working day.
If you’re selling to outdoor enthusiasts, the same bottle keeps their isotonic drinks icy cold for a nice recharge from the hot sun.
Here’s an example of a product description by Away highlighting features and benefits. Each feature translates to a benefit that’s familiar to travelers.
Meet our award-winning Classic suitcases—designed by travelers, for travelers. The Bigger Carry-On is our best-selling, standard size Carry-On, designed to maximize packing space and sized to fit in the overhead bin of most major US airlines. It features a lightweight, durable hard shell that's been rigorously tested and a signature interior compression system that helps you pack, organize and protect more. Details like an easy-grip top handle, additional underside grab handle, and smooth-gliding wheels make it easier than ever to maneuver and lift your suitcase. Better travel starts here.
To be able to write in the most effective way, you’ll first need to make sure your product data is accurate and complete.
Because whatever you say in your product descriptions must be true. If not, customers lose trust and churn quickly.
Hypotenuse AI’s product data enrichment software helps to enrich your product attributes by using AI to go search the web or anywhere you or your supplier store these information. UPC or images work too.
3. Draw visuals with words
Decent product descriptions contain features and benefits. Great ones paint a picture in your mind. They help you visualize how you’d use it, what good things the product can bring to your life. Even without images, words can tell a lot.
The key is to incorporate sensory and visual words.
Sensory words help users imagine how a product would taste, smell, look, feel and sound.
Visual words are words that evoke clear, concrete images in their minds.
These two types of words are a power couple that brings impact to your product descriptions. But only if it’s weaved in, in an appropriate manner.
Here’s an example of a visually appealing product description:
This navy blue sofa brings a modern touch to your living space with its sleek design and soft, velvet cushions. The fabric feels comfortable to the touch, while the sturdy wooden legs add stability and style. Perfect for relaxing, the sofa offers firm support while still being cozy, making it a great addition to any room.
This is what that could look like without sensory and visual words:
This sofa is comfortable and durable, made from quality materials. Its simple design makes it suitable for any living space, and it can fit well with different types of home decor. The cushions offer support for long sitting sessions, and it is built to last. It’s a good choice for those looking for an affordable and functional seating option.
The first example feels more lively while the second one sounds flat. Both could work, depending on your audience and brand positioning. But one helps you feel the sofa against your skin and see it in your head.
4. Incorporate storytelling
Product descriptions doesn’t always have to center around features and benefits.
At some point in the product development process, someone had put in a lot of thought and effort into the design and functionality. Maybe that’s your team or a supplier’s supplier.
Everyone loves a good story. So weave that into your product descriptions.
Tell a story around product inspiration or challenges faced when you were developing the product.
Share how the product reflects your brand’s values or mission and what you hope you achieve with the product.
Rothy’s incorporates this in their product description, emphasizing their sustainability efforts and what it took to create The Flat in bullets—”it took about 11 plastic bottles to knit this pair of shoes”, and “operating with Zero Waste Practices”.
Bonus points for including a review by Melissa, reinforcing the point that the shoes are long-lasting even if it’s made from used materials.
5. Include keywords
Keywords help you rank on search engines. They’re also what potential customers are searching for.
Start by doing keyword research for each product. Each product page should aim to target 1 primary keyword and a few other secondary keywords.
Ideally you’d want to go for long-tail keywords—keywords with lower search volume but lower keyword difficulty as well.
Once you have your keywords, incorporate them into your product descriptions the right way. Avoid keyword stuffing by using them naturally in your content instead of force-fitting them.
Here’s how you can do ecommerce keyword research:
- Put yourself in the shoes of your target audience, think of what they might search on Google
- Type that into the search bar and you’ll see a list of keywords from Google’s autosuggest, or you can enter the keyword into a keyword research tool (The HOTH is free to use)
- If you’re running Google Ads, you can also pull out the search terms report to see which keywords are bringing in traffic and conversions
Now, it’s easy for me to list down the steps to find keywords. But in reality, there’s probably not enough resources and time to do it, especially on a product level.
If that’s the case for you, consider Hypotenuse AI’s Smart Suggest and SEO monitoring tool. It does bulk keyword research for every product and suggests the best ones based on keyword difficulty and search volume.
6. Keep it clear and concise
First, while it can be tempting to include as many benefits as possible, it usually does more bad than good. Instead of including too many points, pick the strongest ones to keep it short. The ones you think are top of mind for your audience.
Second, apply copywriting rules as you would to all other pieces of marketing content:
- Vary sentence lengths: Keep some sentences short. But include longer sentences like this to bring rhythm and life to your descriptions.
- Use an active voice: Instead of using passive voice like this “Your skin is rejuvenated naturally by our organic skincare products”, try using an active voice like this “Our organic skincare products rejuvenate your skin naturally”.
- Avoid using jargon: This actually depends. If you’re a brand selling industrial supplies, using jargon might resonate and help customers know what they’re getting. But for most ecommerce types, using jargon can confuse users and add unnecessary cognitive load.
7. Make it easy to read
The previous point is more about using copywriting techniques to make your product descriptions more engaging and easy to digest.
This part has similar goals. But instead of focusing on the words we use, we adjust the formatting, spaces and UX components to make it easy to read for shoppers.
Few things that ecommerce brands use:
- Paragraphing: When a paragraph gets too long, break it up. This helps ease the strain on the eyes and make reading feel less of a battle.
- Bolded text: Bring attention to certain points by bolding them. This helps guide the eyes and ensures that those points don’t get missed.
- Bullet points and icons: Break things up visually by featuring multiple points in bullets. Use icons to signal what the point is about.
- Accordion: Some pieces of content don’t have to be put up front (e.g. delivery details, return policies). Use accordions to keep them hidden and the page tidy.
8. Use your brand voice
It’s not just the unique selling points that make you stand out.
Shoppers have tons of choices, many similar products offering the same functionalities, some even at lower prices.
But many of them still default to the brands they love and trust. They go to the brand that represent what they stand for, have the same sense of humor, and speak the same language.
Therefore, having a consistent brand voice is getting increasingly important, almost essential.
Ensure that your brand shines through not just your marketing content but also product pages. In your product descriptions, images, FAQ.
Bombas’ product descriptions are a great example of what it means by having a consistent and distinct brand voice—warm, approachable and authentic.
The brand uses everyday phrases like “cradles the arch of your foot”, “hug around your mid foot”, “eliminates the annoying bump”. It also gives life to a regular sock.
Hypotenuse AI’s bespoke brand voice does that very well. By training on your brand guidelines, past writing or basically your brand encyclopedia, our AI can write in a way that a senior copywriter of 10 years in your team can.
9. Monitor and optimize
This is technically not part of writing a product description. But it’s one of the most important points.
A product description may seem engaging to us, there may be keywords we think are right for the product, etc.
But only numbers can tell if our thoughts are right.
There are a few metrics you’d want to monitor and optimize for. Particularly for product descriptions, they would be metrics around search engine rankings and conversion, such as:
- Traffic
- Keyword ranking
- CTR
- Conversion rate from page view to add to cart
You can use free tools like GA4 to monitor traffic and conversions and Google Search Console to track keyword rankings and CTR.
That works if you have a small catalog, but for larger brands with thousands of products, that becomes less viable and more mind boggling.
If that’s something that you’re concerned about, Hypotenuse AI’s SEO monitoring tool can help with monitoring metrics like traffic and keyword rankings. But it also takes it a step further to suggest optimizations for your product pages and do it for you automatically.
More Examples of Product Descriptions:
1. Apple
The effectiveness of Apple's product descriptions lies in their ability to capture the essence of their brand and showcase the unique features and benefits of their products. One example of this is the latest iPhone 15 pro max. With its A17 Pro chip and 6-core GPU, this device exemplifies Apple's dedication to delivering superior performance and a seamless user experience.
Apple's product descriptions are effective for several reasons. Firstly, they highlight the key features and specifications of their products, such as the A17 Pro chip and 6-core GPU, which appeal to tech-savvy consumers looking for cutting-edge technology. By emphasizing these advanced components, Apple positions their products as innovative and ahead of the competition.
Secondly, Apple's product descriptions incorporate language that evokes a sense of quality and superiority. Describing the iPhone 15 pro max as "20x faster file transfers" suggests that it improves in terms of speed and efficiency. By using powerful and descriptive language, Apple creates a sense of excitement and desire among potential customers.
2. Adidas
Adidas descriptions evoke an active, sporty and stylish lifestyle through simple yet powerful word choices.
Adidas excels in creating effective product descriptions by focusing on highlighting the performance and comfort benefits of their footwear and apparel. Through the use of action words and vivid imagery, they successfully convey the effortless style and confidence that their products provide.
One prime example of this is their description of the "Samba Originals" sneaker model. They describe it as a "timeless icon of street style" that stays true to its legacy with its tasteful, low-profile design, soft leather upper, suede overlays, and gum sole. This description showcases the product's features in a concise yet impactful manner, making it a must-have item for anyone's closet, both on and off the pitch.
By evoking an active, sporty, and stylish lifestyle through their choice of words, Adidas effectively taps into the desires of their target audience. They understand that consumers are not only seeking functional products but also ones that reflect their personal style and allow them to express themselves confidently.
3. Coca-Cola
Coca-Cola, a beloved brand known worldwide, has achieved remarkable success in establishing a powerful emotional connection with its customers. This is evident in their product descriptions, which skillfully evoke feelings of joy, togetherness, and refreshment.
Coca-Cola's product description captures the essence of these cherished moments, reminding us of the power of togetherness and the simple pleasure of sharing a drink. Whether it's a backyard party, a cozy movie night, or a festive celebration, Coca-Cola is the perfect companion, enhancing every experience with its refreshing taste and timeless appeal.
4. Weber
Weber's product descriptions excel at capturing the attention of potential customers by tapping into their unique selling points. One key reason for their effectiveness lies in their ability to highlight the exceptional features and benefits of their products.
For instance, let's take a look at their description of the "Genesis II E-335" gas grill. In just a few captivating sentences, Weber transports customers to a world of culinary delight. They highlight the 10-year guarantee covering all parts of the grill. Further premium features incorporate porcelain-enameled, cast-iron cooking grates that retain an even heat and are simple to clean. By explaining the features in a concise yet compelling manner, Weber effectively communicates the value and quality of their products.
5. Starbucks
Starbucks product descriptions go beyond merely listing ingredients or features; they weave narratives that transport customers into a world of rich flavors and aromatic blends. Starbucks creates a sense of anticipation and desire within its customers. Whether it's describing the velvety texture of their lattes or the delicate balance of flavors in their pastries, Starbucks entices customers with enticing descriptions that make their products feel irresistible.
Another reason behind Starbucks' effective product descriptions is their emphasis on quality and craftsmanship. Starbucks takes great pride in sourcing the finest coffee beans and meticulously crafting each beverage to perfection. Through their descriptions, they communicate the care and expertise that goes into every cup, fostering trust and loyalty among customers. By highlighting their commitment to delivering excellence, Starbucks establishes itself as a brand that consistently delivers on its promises.
Conclusion
In today's digital age, where customers have abundant options at their fingertips, compelling product descriptions have become an essential marketing tool. They not only educate customers about the features and benefits of products but also appeal to their desires, emotions, and aspirations. By crafting engaging and persuasive product descriptions businesses can effectively boost their sales, increase customer engagement, and create lasting connections with their target audience.
So, don't underestimate the power of AI to craft compelling product descriptions that engage customers and boost sales. Hypotenuse AI can create captivating narratives that help differentiate products and drive results, learn how Hypotenuse AI crafted product descriptions for a major beverage company's seasonal drinks that helped them stand out. Hypotenuse AI can elevate your product narrative through well-written descriptions that capture customers' attention.
