UA An effective product description works in two directions at once: it gives visitors all the information they need to make a decision, and it boosts sales — which is good for the business owner. That’s why this type of content needs to be published on any site that sells products. To get all the possible benefits, you need to know how to write a good product description. Let’s look at the main features of good product copy.
Why an Online Store Needs Product Descriptions
A product description on an online store’s product page is an effective marketing tool that performs several important functions at once:
- gives general information about the product and how to use it;
- highlights the product’s advantages;
- helps the user decide;
- motivates the purchase;
- supports SEO promotion.
How to Write an SEO-Friendly Description
A product description is a special type of content with its own characteristics. Its main feature is precise, attention-grabbing information in a compact form. Only the most important points, presented in a format that’s easy to study and compare. This formula isn’t just good for users — search engines value it highly too.
What a good product description should look like:
- Length — The optimal length for this type of content is 400-800 characters. That’s plenty to cover everything important the user needs, catch potential buyers’ attention, and work in keywords evenly throughout. The exception is specific products whose purchase requires more thorough research.
- Uniqueness – Like any other type of content, product descriptions need to be unique — both compared to other sites and within your own site. Don’t copy them from competitors, and don’t duplicate the same text across different pages. If you’re not sure how to make descriptions unique for similar products, we recommend hiring a professional copywriter.
- Keywords – Use the exact queries potential buyers might use to search for this specific product in search engines. Work them in evenly and as naturally as possible, so they don’t stand out when someone’s reading.
- Usefulness – The hallmarks of genuinely useful content are precision, specific information, and a convenient format.
One example of a product description from our client teplyk.com. Two main tabs: technical specifications and a general product description.
How to Write a Product Description That Sells
Good copy shouldn’t just appeal to search engines. Its main job is to sell. That’s why writing a product description for an online store means following certain rules:
- Write as simply as possible – The text should be written in your target audience’s language. Avoid overly complex phrasing and unclear terms that can only confuse the visitor.
- Talk about the benefits and advantages for the buyer – When we buy something, we’re not paying for specs, we’re paying for value and benefit to ourselves. That’s what a product description should focus on. The text should answer the user’s question: what will they personally get from the purchase, what “pains and problems” will it solve?
- Cut everything unnecessary – Filler phrases, clichés, and vague descriptions that carry no concrete information just get in the way and mislead the reader. “A gorgeous outfit,” “a wonderful fragrance,” “fantastic beauty” — these say nothing in practice and only pad out the word count.
- Use calls to action – Sales copy shouldn’t end with a period, but with a call to action that gives the user a logical way to finish their visit to the store’s pages. Right next to the description there should always be a button like “Buy,” “Get a consultation,” “Place an order,” “Choose accessories,” “Request a callback,” and so on.
- Structure the information – Breaking text into paragraphs, using lists, and adding subheadings all make content easier to read and remember. It also makes a description easier to compare against similar products’ specs.
Conclusions
Every element of an online store’s website should be pulling its weight. A product description is a great opportunity to present yourself as an expert and a reliable supplier, help customers choose, motivate the purchase, and improve your search rankings.
