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Writing Product Descriptions 101

Everything a marketer needs to know about writing product descriptions

Last Updated: Aug 29, 2022

When you're scrolling through your Facebook feed and see an ad for a product, what's the first thing that comes to mind? If you're like most people, you'll want to know what the product is, how it works, what it looks like, and where you can buy it. In other words, you want a product description! Product descriptions are an essential part of marketing any product - they give potential buyers a sense of what the product is and why they should care. In this article, we'll discuss everything you need to know about writing effective product descriptions. We'll cover what is a product description, when it's used, style guidelines, and more. Plus, we'll show you how Lumavate's DXP can help you easily create digital experiences for selling your products. So, let's get started!

What is a product description?

In its simplest form, a product description is a brief overview of a product. It answers the who, what, when, where, and why of the product in question. A good product description will tell the reader everything they need to know about the product in order to make a purchase decision. However, there's more to it than just that! Product descriptions can also be used to build interest and excitement around a product before it launches. By giving potential buyers a taste of what's to come, you can generate buzz and get people talking about your product long before it hits store shelves.

Where are product descriptions used?

Now that we've covered what is a product description, let's talk about when it's used. Product descriptions are most commonly used in eCommerce, but they can also be found on product packaging, in brick-and-mortar stores, and even in online marketing collateral like website banner ads or social media posts. Basically, anywhere you need to describe a product - whether you're selling it online or offline - a product description will come in handy.

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Product description style guide

Now that we know what is a product description and when it's used, let's discuss the style guidelines for writing one. There are a few things to keep in mind when crafting your product descriptions, but the most important thing is to make sure your descriptions are clear, concise, and easy to read. Use short sentences and simple language to get your point across, and don't forget to proofread your work before you publish it. Additionally, it's important to use keywords throughout your descriptions so that potential buyers can easily find your products when they're searching online.

Product description organization

When you're writing a product description, it's important to start with the most important information and work your way down to the details. The first few sentences of your description should give the reader a general overview of the product, and then you can go into more specific details like features, benefits, dimensions, etc. If you have a lot of information to include in your description, you can always break it up into sections using headers and subheaders.

Basic tips for Writing Product Descriptions

Now that we've covered the basics of what is a product description and how to style it, let's talk about some tips for actually writing one. First and foremost, it's important to be creative! Your goal is to make your product sound as appealing as possible, so don't be afraid to use adjectives and descriptive language. Additionally, it can be helpful to put yourself in the buyer's and think about what would make you want to purchase the product. What are the features that are most important to you? What are your pain points that this product could solve? Keep all of these things in mind as you're writing your descriptions.

Finally, don't forget that a great product description is always a work in progress. Be sure to revise and edit your work until you're happy with the results. And, if you ever get stuck, there's no shame in seeking out help from a professional copywriter or editor.

Product description editing

Now that you know the basics of writing a product description, it's time to talk about editing. Just like with any other piece of writing, your product descriptions will benefit from a good edit. After all, even the best writers make mistakes! When you're editing your work, be sure to watch out for errors in grammar, spelling, and punctuation. Additionally, make sure that your descriptions are clear and concise - remember, less is more! If you find yourself getting stuck during the editing process, there are a few tools that can help. For example, the Writer.AI is a great tool for finding and correcting errors in your writing.

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The importance of proofreading product descriptions

Once you've finished writing and editing your product descriptions, it's important to proofread them before you publish. This is your last chance to catch any errors or typos, so take your time and read through your work carefully. If possible, it's always a good idea to have someone else proofread your descriptions as well - another set of eyes can often catch things that you missed.

When you're proofreading your work, it's also important to keep an eye out for any instances of plagiarism. Plagiarism is when you use someone else's words or ideas without giving credit, and it can result in serious consequences if you're caught. To avoid accidentally plagiarizing someone else's work, be sure to cite all of your sources properly and use quotation marks around any direct quotes.

By following these tips, you can be sure that your product descriptions are well-written, informative, and free of errors. So what are you waiting for? Get started today and see the difference a great description can make!

Product description linking

If you're selling products online, it's important to include links to your product descriptions in your marketing materials. This can help potential customers learn more about your products and make a purchase decision. Additionally, including links to your product descriptions can also help improve your search engine ranking.

When you're adding links to your product descriptions, be sure to use descriptive anchor text. This is the text that appears when someone hovers over a link - by using relevant keywords, you can help potential customers understand what they'll find if they click through to your description. For example, if you're selling a women's dress, you might use anchor text like "women's dress product description" or "learn more about this women's dress."

Also, by linking between products within your product descriptions,  you can help customers find related items that they might be interested in. For example, if you're selling a dress, you could include a link to a similar skirt or blouse. This can be a great way to boost sales and encourage customers to explore your entire product line.

Product description length

When it comes to product descriptions, there's no such thing as too long - as long as your description is well-written and informative, potential customers will be happy to read it. Of course, that doesn't mean that you should include every single detail about your product in its description. Instead, focus on providing the most important information first, and then include additional details if they're relevant.

It's also important to keep in mind that different products will require different amounts of description. For example, a simple product like a pair of earrings might only need a short description, while a more complex product like a new piece of software will need a longer one. The important thing is to make sure that your descriptions are long enough to be informative but not so long that they're overwhelming.

5 Examples of Well-Written Product Descriptions

To give you an idea of what a well-written product description looks like, here are five examples from a variety of businesses:

"The perfect dress for any occasion. Whether you're looking for a dress to wear to work or one for a night out on the town, we've got just what you're looking for. With a variety of colors and styles to choose from, we know you'll find the perfect dress at our store." - Macy's

"A versatile piece that can be dressed up or down, this blouse is a must-have in any woman's wardrobe. Made from 100% silk, it's soft and luxurious against the skin. The relaxed fit makes it comfortable to wear all day long, while the ruffle detailing adds a touch of femininity. Pair it with jeans for a casual look or dress it up with a skirt and heels for a night out." - Ann Taylor

"If you're looking for a powerful yet easy-to-use software solution, Look no further than our new Xyz software. It comes packed with features that will make your life easier, including the ability to track your progress, set goals, and receive real-time feedback. Plus, it's backed by our world-class support team who are always happy to help." - XYZ Corporation

"The perfect addition to any home office or study, this desk is both stylish and functional. The sleek design takes up minimal space, while the three drawers provide plenty of storage for all of your needs. The desk is also made from high-quality materials, so you can be sure that it will last for years to come." - Pottery Barn

"This camera is perfect for anyone who wants to photography in a variety of settings, whether you're an amateur or a professional. With its versatile lens and easy-to-use controls, you'll be able to take great photos in any situation. Plus, the large LCD screen makes it easy to see your results." - Best Buy

As you can see, each of these descriptions is well-written and informative. They provide potential customers with the information they need to make a purchase decision, without being too long or overwhelming.

5 Examples of Poorly-Written Product Descriptions

In contrast, here are five examples of poor product descriptions:

"This is a dress." - This description is too short and doesn't provide any information about the product.

"This blouse is blue and it has sleeves." - This description is also too short and doesn't tell potential customers anything about the style or fit of the blouse. In addition, it contains grammar errors that could turn off some shoppers.

"Our new software is great! It's packed with features that will make your life easier!" - This description is vague and doesn't give any specific information about what the software actually does. In addition, it's overly sales-y and not very credible.

"This desk is made from wood." - This description is too short and doesn't provide any information about the desk's size, shape, or function.

"This camera takes great pictures!" - Again, this description is too short and doesn't provide any specifics about the product. In addition, it seems to be more of a personal opinion than an objective statement.

As you can see, poorly-written product descriptions don't give potential customers the information they need to make a purchasing decision. If your descriptions are short, vague, or full of errors, it's time to revise them.

The Dos and Don'ts of Writing Product Descriptions

Now that you know what makes a well-written product description, here are some dos and don'ts to keep in mind as you write your own:

Do:

  • Make sure your descriptions are clear, concise, and easy to read.
  • Use strong verbs to describe the features and benefits of your product.
  • Be specific about what makes your product unique and why potential customers should buy it.
  • Include information about the materials, size, weight, and other relevant details.
  • Use images, videos, or infographics to supplement your text and help potential customers visualize the product.

Don't:

  • Don't use technical jargon that not everyone will understand.
  • Don't make false claims about your product or exaggerate its features.
  • Don't include irrelevant information just to pad your description.
  • Don't copy the manufacturer's description verbatim - make sure to put your own spin on it.
  • Don't forget to proofread your work for grammar, spelling, and punctuation errors.

By following these tips, you can be sure that your product descriptions are clear, concise, and easy to understand. By taking the time to write well-written descriptions, you'll be able to improve your sales and conversions. So what are you waiting for? Get writing! Jot down a list of all the products you sell and then start writing descriptions for each one using the tips above.

How can Lumavate's DXP help you use your product descriptions across multiple channels

Lumavate's DXP can help you easily create digital experiences for selling your products. With Lumavate, you can quickly and easily create microsites, product guides, or other digital experiences that will help you sell more products. Plus, AI writing software like Jasper can help you write better product descriptions by giving you real-time feedback on your writing. So if you're looking for a way to improve your product descriptions, be sure to check out Lumavate!

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