What Should a Product Description Include?

Mitch Tor Picture

by Mitch Tor | Last Updated: Aug 29, 2022

So you are selling a product, and whether it's from a product guide or an eCommerce site, you need to write product descriptions that sell your product to customers. But what does this information look like and what do you need to make sure is included before you publish? Here is a list of what to consider before you start writing your next product description.

Things to Consider When Writing Product Descriptions

Who is your target audience?

Think about who will be reading your product description and what kind of language they will respond to. If you are selling a high-end item, you'll want to use different language than if you were selling a toy to a child. Consider who you are selling to and adjust your language accordingly.

What benefit does your product offer?

Your product description should focus on the benefits that your product offers rather than just listing the features. When you highlight the benefits, it helps the customer to understand how your product will make their life better. For example, if you are selling a new type of mop, you could list the benefits as “our mop will make your floor cleaning faster and easier than ever before.”

What makes your product unique?

If you have a unique selling proposition (USP), this is the time to share it! If your product is the only one of its kind on the market, or if it offers a unique benefit that no other product does, make sure to mention it in your description. This will help your product to stand out from the competition.

Use Descriptive and Emotive Language

Your product description should be written in a way that engages the reader and makes them want to buy your product. Use descriptive language to paint a picture of your product in the reader’s mind. For example, if you are selling a suit, you could say “this suit is perfect for the modern gentleman who wants to make a statement.”

Include a Call to Action

Your product description should always include a call to action (CTA). This is a phrase that tells the reader what you want them to do, such as “buy now” or “add to cart.” A CTA is important because it helps to guide the reader to the next step in the buying process. In the most traditional sense, a CTA is not necessary for your product descriptions. Remember the goal is to inform the user so they feel empowered to purchase, you can't make that decision for them by stuffing in a call to action.

Include Keywords for SEO

SEO, or search engine optimization, is important for getting your product found online. Make sure to include relevant keywords in your product description so that people can find it when they are searching for something similar. But beware of keyword stuffing, which is when you stuff so many keywords into your description that it becomes difficult to read. A good rule of thumb is to use each keyword 1-2 times for every 100 words in your description. Product descriptions are an important part of selling your product, but they can be tricky to write. By following these tips, you can make sure that your next product description is informative, engaging, and sells your product to customers.

How will my product descriptions be different in a product guide or a website?

A product guide is typically less about selling the product and more about giving information about the product. It should still be written in a way that engages the reader and provides useful information, but it doesn't need to be as focused on selling the product. An eCommerce product description, on the other hand, should be focused on selling the product. This means using language that is emotive and descriptive, as well as including a call to action. It's also important to include keywords for SEO purposes so that potential customers can find your product online.

What leads to higher converting product descriptions?

Some factors that can lead to higher converting product descriptions include using descriptive and emotive language, highlighting the benefits of the product, and including a call to action. Another important factor is to make sure that your product descriptions are keyword rich for SEO purposes. By following these tips, you can create product descriptions that will sell your product to customers. If you want to learn more about product guides and product descriptions read more or book a demo with Lumavate today!

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