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18 Easy Rules to Write Product Descriptions That Sell

In this article, we’ll address some essential tips so you can write product descriptions that effectively describe your product – leading to better sales! Writing product descriptions that sell can be a difficult thing to do. You want them to be informative, clear, and concise – but the main thing is that the potential customer is persuaded to buy your product. Read through the following rules to create product descriptions that actually get people to take action!


Product Description Tips

1.) Make it easy to scan

As you write product descriptions, be sure to use bullets, numbers, and tabs to make the information easier for people to digest. You should use a maximum of three sentences per paragraph, as long paragraphs tend to be intimidating and can turn off some prospects.

Related: Ecommerce marketing ideas you need to try!

Red Square Highlighting product description on all birds shoe

2.) Mention your key selling points

If you have any competitive advantages or other positive qualities about your product that can be highlighted in just one sentence, this is an excellent place to put them. Try and put your main selling points at the start of your description, as you want them to be seen as soon as possible.

Don’t oversell or make false claims – this will backfire if people see through them.

Red Square around product highlights of a pair of all birds shoes

3.) Keep it concise, don’t overuse fluffy words

Try to limit your product description to a few paragraphs at most – but bear in mind that’s only an estimate. If you are trying to sell someone on the benefits of, say, a high-end espresso machine, then you’re going need more space than if you were selling garden shears.

Red Square around Short and simple product description

4.) Capture attention with an attractive headline

The headline is the most important part of any content because it tells people whether or not they should continue reading what’s below. It needs to be attention-grabbing and concise.

Try and hit their emotions and pain points with your headline. For example, “This Man Lost 23lb in Eight Weeks – Here’s How…” is a great headline to target people who want to lose weight.

Attention is everything. The design practices you implement on your page will be essential to increase your conversion rates!

5.) Write for your target audience

When describing your products to potential customers, think about who these people are and what they’re actually looking for. This will help you to write a more succinct and persuasive description.

6.) Use compelling testimonials

After scanning through your product description, testimonials will be the next thing they look for. Testimonials can make a huge difference in how people feel about buying from you, so it’s worth making sure yours sound believable and from their peer group.

7.) Offer a guarantee of utility or satisfaction

If you have confidence in the quality of your products, offer customers an unconditional guarantee, or at least one with some protection against risk. This will help to reassure people that your products are worth the price.

Red Square around product pages on home depots website stating a lifetime warranty

8.) Offer multiple ways to pay

After reading your product description, they’re either going to want it or not. You should offer multiple ways to pay, which make sure you don’t lose any potential customers. Some will want to use their debit card, but others will want to use PayPal. You could even offer one of those “buy now pay later” services.

9.) Optimize for search engines

The internet is a big place, so if you want people to find your product, it needs to be on the first page of Google.  This means that keywords should be used liberally in the text – along with following the recommended SEO guidelines for eCommerce stores.

10.) Get specific on the details

Be specific about what you’re selling, such as a “battery powered bicycle” rather than “bicycle”. The latter offers concrete details about who might buy this bike in particular.

Use all the available space to describe your product. Don’t let anything go unsaid! This includes not only what it does, but also how you feel about it, or any other information that a potential customer might find helpful.

11.) Give reasons to buy your product

If you need someone to purchase something, make sure they know why it’s worth their time and money. Show them the value of what you’re selling with tangible details, like how long the battery will last or how lightweight a bike is (or any other features that might sway people).

Arrows pointing to key reasons to buy a product on a product page

12.) Focus on benefits instead of just features

Emphasize all benefits of your product. Customers care about what the product actually does for them. This means highlighting the benefits of your product, not just the features.

For example, if you’re selling an electric toothbrush and the features are that it has a timer, oscillates, charges when plugged in, and is water-resistant, then don’t just talk about how cool these features are. Instead, tell them why they should buy this product because they’ll get better dental care than with their manual toothbrush.

13.) Create urgency

Offer discounts for buying now instead of later. This will make potential customers feel like they’re getting a bargain and are missing out on something if they don’t act now. This is known as FOMO (Fear of Missing Out).

14.) Use social proof

Social proof is a tactic that you can use to demonstrate the popularity of your product. The most common way is by citing how many Facebook followers or positive reviews your business has. This signals to potential buyers that what they’re buying (or thinking about) will be good enough for them as well!

Image showing 5 stars and the amount of reviews all birds has

15.) Tell a story

The most successful products are often ones that have an emotional connection to them. Share how you came up with the idea for this item, or tell people about what it means to use it in their daily lives. This will create interest because they’ll be able to relate better.

16.) Stay updated

Make sure to update descriptions whenever there are new developments within your company or industry. They’ll be delighted with this attention to detail, while others may never catch on.

17.) Use power words that sell

Using power words will make your product descriptions stand out from the rest as well as motivate potential customers to buy. It’s important not to abuse this, though: overusing these powerful phrases can come off looking desperate or disingenuous, so be sure not to go overboard with it!

18.) Be human

Be honest and unafraid of showing your flaws. For instance, tell people that you sometimes run out of stock but promise them it’ll happen less often. Make sure to focus on what makes a product good or bad instead of just citing facts. Doing so will help convince customers that you’re someone worth buying from.


Final Thoughts on How to Write Effective Product Descriptions

In conclusion, we hope these 18 rules have been helpful in providing you with some guidelines as you write product descriptions. The most important thing to remember is that your primary goal should be to tell potential customers what the product does and why they need it, all while trying not to sound too salesy!

If you’ve added all of these positive description modifiers and you still want to improve your page even more, check out our post on the best practices to keep your customers from bouncing from your homepage!

Disclaimer: WebCitz, LLC does not warrant or make any representations concerning the accuracy, likely results, or reliability of the information found on this page or on any web sites linked to from this page. This blog article was written by Timothy A in his or her personal capacity. The opinion(s) expressed in this article are the author's own and may not reflect the opinion(s) of WebCitz, LLC.