How To Write Killer Product Descriptions That Sell

Whether you’re a seasoned e-commerce pro or just starting out on your journey as a female entrepreneur, you have the power to write a great product description that shines – and inspires your audience to take action.  

In an interactive and super practical masterclass, fashion copywriter Katie Ramsingh shared with our members her expert advice on crafting captivating product descriptions to entice your audience to click ‘buy now’. In this blog, we’ll be giving you a glimpse into Katie’s insider secrets on product descriptions that sell. 

What is a product description?

In the world of e-commerce, a product description is your virtual salesperson, grabbing the attention of potential customers, enticing them to learn more about your product, and ultimately persuading them to make a purchase.

Think of it as the online equivalent of a friendly chat with a fellow shopper, guiding them through the benefits of the product and making your product feel like an absolute must-have.

So, let’s get started on your journey to nail the art of writing perfect product descriptions. 

Why are product descriptions important?

Product descriptions are the unsung heroes of the e-commerce world. 

The purpose of a product description is to perform several crucial roles that, at first glance, might not be immediately obvious. 

In this section, we’ll break down the reasons why product descriptions are not just essential but pivotal for your online business if you want people to actually buy your product. 

Get Google’s attention

The most important role of your product description is to let Google know what you’re selling. When your product description is well-written and optimised, it helps search engines understand your product so it can send the right people to your e-commerce site.

Go beyond the visual

We all love looking at pretty pictures on our favorite online stores, but let’s face it: a product image can’t reveal everything. Your potential customer can’t hold a product in their hands or experience your product’s texture or smell online, so what you include in your product description builds the picture for them.

So, when your dream client comes to read your product description, it’s your opportunity to fill in the gaps and offer them those vital details they can’t glean from an image.

Is your item ethically made? How does the fabric feel? Is it true to size? Are your bakes vegan or gluten-free? Why should they buy a product from YOU in particular? Well-crafted product descriptions include these finer details to make a difference in your customer’s decision-making process. 

Product description template: a three-part formula 

So, let’s drill down into the three essential elements of a good product description before you begin writing yours.

1. The SEO-Optimised Title

The first ingredient is your product title, and it’s not just any title; it’s a title that Google loves. 

To create this, consider the style name, the unique selling point (USP), the type of product, and any important product details your buyer needs to know about. 

Remember, simplicity is key to an effective product description, with a maximum of six words to avoid overwhelming your audience.

2. Engaging Body Copy

The second is the main product copy – a concise paragraph of marketing copy, no longer than three sentences that’s referred to as the body copy.

This is where you describe the product, highlighting its name and USP. Connect the product features with the benefits of your product to customers – how does it improve their life? What problem does your product solve?

As long as you have a good buyer persona, you’ll know what their pain points are and how to relate your product to them, so you can really sell your product to the right individuals and persuade them to purchase.

3. Scannable Product Bullet Points

The third ingredient to write product descriptions that sell is the technical bullet points, providing essential product details in a scannable format. 

These bullet points are perfect for specifications like composition, dimensions, and reinforcing the USP – and every product your ecommerce business has on sale needs them. 

Get more tips for writing great product descriptions (plus great examples to inspire you)

Ready to write compelling product descriptions?

It’s such an important skill for every e-commerce entrepreneur – after all, nailing your product descriptions can make or break the sale (not to mention your product page being seen in the first place). 

If you’re hungry for more tips to write the perfect product description, we have just the thing for you.

Sign up to be a Good Business Buddy level member and gain instant access to a treasure trove of online masterclasses, like the one we’ve summarised in today’s blog.

When you watch the full masterclass, you’ll get to hear product description examples from our guest speaker, Katie Ramsingh, access to lots more tips for writing your own product descriptions that convert into sales, as well as learning SEO tricks to get more eyeballs on your e-commerce product range. 

Plus, you’ll become part of a supportive community through our private WhatsApp group, and join us for weekly virtual coworking sessions where we all work together and support each other in real time. Sounds like a win-win situation, right? So come on in and join us today.

Product Descriptions

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