How to write product descriptions to boost sales (13 tips & examples)

Imagine browsing an online store, ready to click "buy," but the product description is so vague you hesitate. Clear and compelling product descriptions can make all the difference, especially with AI eCommerce Personalization tailoring the online shopping experience like never before. When you know how to write product descriptions that genuinely engage, you showcase your products effectively and boost sales. This article will guide you on how to do just that, offering insights into creating descriptions that captivate your audience.

Crafting compelling product descriptions has never been easier with tools like Instant’s Shopify product page builder. It streamlines the process so you can focus on writing descriptions that connect with your shoppers and drive sales.

Table of Content

• How to write product descriptions to boost your sales (13 tips)

• Importance of writing compelling product descriptions

• What not to do when writing product descriptions

• 7 Examples of compelling product descriptions

• Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify product page builder

How to write product descriptions to boost your sales (13 tips)

There are many things to consider when creating a good product description. Here are a few tips on getting started!

1. Answer important questions before writing

Before you begin writing, you should ask yourself a few questions to help guide your product descriptions:

• Should I use casual or formal language to address my customers (also in emails and on the phone)?

• Who is my typical customer?

• Why do they need this product?

• What do they expect from the product?

• Where will they use the product?

• What additional information can I offer them to improve their customer experience?

These questions are a mix of product questions and customer questions.

Highlight key features

Product questions are relatively straightforward, especially about specifications. Even so, knowing how you want to address your audience and what kind of language they use is essential for the "vibe" of your online shop (i.e., your brand).

Before you start writing, answering questions about the product (and its use) will help you identify which features to highlight.

2. Know your audience

Knowing your audience is essential for creating a good product description. If you haven’t yet made a buyer persona, you really should. Creating your ideal customer profile can help various teams throughout your company.

Regarding product descriptions, a good customer profile will help you realize what is important to them.

Targeted messaging

For example, suppose you sell high-end, professional headphones (like the ones in the next section). In that case, you have a different target audience than someone selling gamer or trendy, designer headphones. Knowing your customer's intent and motivation for buying these headphones should affect how you write about your products.

If you work in a niche market, you already know how important it is to focus on your core audience and “speak their language.” Even so, if your target group isn't very niche, you might be better off avoiding too much technical or industry jargon.

3. Focus on benefits and features

A good product description should focus on the product’s features and benefits. The features are a bit more clear-cut. The benefits will require more creativity and understanding of your target audience.

Both features and benefits allow for creative writing. Be sure to use some positive adjectives that highlight them.

4. Paint using words (and power words)

Enhance your product description using descriptive adjectives and language that create excitement and desire. Use persuasive language that instills a sense of urgency or scarcity to motivate customers to purchase.

For instance, instead of simply stating, "Our product is good for your skin," use language like "Our product will leave your skin feeling irresistibly soft, flawlessly smooth, and radiantly glowing."

Power words that sell

When a description feeds the customer's imagination and does not sound pushy, sparingly, you can use some powerful words that sell, like:

• New: sounds fresh and exciting

• Proven: builds credibility

• Limited: creates a sense of urgency

• Free: everyone loves free stuff

• Easy: implies simplicity and convenience

5. Follow the KISS rule

The immortal design principle KISS (Keep it simple, stupid) also works well when writing product descriptions. Avoiding technical jargon and overly complex language is crucial.

Make your product description easy to read and understand using short sentences and simple words to convey your message. Use a natural tone and voice. Remember that your goal is to persuade customers to buy your product, not impress them with your vocabulary.

6. Make it easy to read

Make it easier for the shopper to scan the product description by providing maximum readability in the text. Avoid walls of text; instead, add more space between paragraphs and subheaders.

Using bold and bullet points is a great way to highlight your product's most critical features and benefits.

This will help customers quickly understand what your product does and how it can benefit them. Enliven the text with high-quality product images and graphics.

7. Add a pinch of storytelling

Storytelling is a powerful tool that can create an emotional connection between your customer and your product. By sharing how your product has helped others in the past or by providing a scenario of how it can solve a problem, you can make your product more relatable and appealing.

Make it relatable

For instance, if you're selling a fitness tracker, you can tell a story about how it helped someone improve their health and achieve their fitness goals. You can describe how the tracker motivated them to exercise regularly, keep track of their progress, and set achievable goals.

By sharing a relatable and inspiring story, you can help your customers visualize the benefits of your product and encourage them to try it for themselves.

8. Don’t forget about SEO

You wrote a fantastic product description, but it would be a shame if only a few users saw it. As a last step, you must ensure the search engines see and approve your description.

Optimize with keywords

Using keywords your target audience is searching for can increase your product's visibility in search engine results.

To do this, research your audience's keywords and include them in your product description. This will help your product reach higher search results and attract more potential customers.

9. Don’t be afraid to boast.

Here’s how you take the product description formula above one step further.

• Is your product differentiated through a founder’s expertise?

• Is your product better because of years of testing?

• Is it hand-crafted?

• Does it get strong social proof with testimonials and product reviews?

Call that out!

Tell a better story in your short product description paragraph by including tidbits of detail that prove why your product is better than the rest. Don’t be afraid to name-drop, either.

10. Make it easy to read - Use bullet points

Generally speaking, extremely long product descriptions aren’t necessary. In the case above, this is a product selling at an extremely high price range, so it is fitting that the product description is a bit longer than usual.

In most cases, you’ll want to make the product description shorter and easier to read. Bullet points can help with this.

11. Use photos and video

Of course, when we think about product descriptions, we think about texts. You shouldn’t ignore those other product page elements essential to conversions.

Although images generally lack words (remember to optimize your alt-texts!), they answer consumer questions. Be sure to include as much information as possible about your product's different angles and uses in the images.

12. Offer evidence

Many customers will read reviews before finalizing the purchase. A product review has the potential to make or break the entire purchase. The more positive a company's product reviews are, the more likely someone will purchase the product.

Adding testimonials to your product description allows you to be creative. By providing use cases, your customers can imagine themselves in the shoes of existing product users.

13. Review compelling examples

Writing product descriptions can be a daunting task. It’s okay to look through previous examples from an existing company or use competitor products to get inspired. Borrowing from examples is never a bad way to start writing your own.

Importance of writing compelling product descriptions

You know the obvious. Descriptions offer essential information, persuade potential customers, and improve customer experience by adding value.

Over 80% of online shoppers surveyed by eMarketer indicated that product descriptions significantly influenced their purchasing decisions. Thus, the success of an eCommerce business heavily relies on product descriptions.

Why descriptions matter

Product descriptions help your customers make purchasing decisions and allow you to rank better on search engines. You can use relevant keywords in the product details to make it easier for your target audience to find you.

We can highlight the importance of product descriptions for helping you create the best product description possible:

Crafting compelling product descriptions for eCommerce success

A well-crafted product description is more than a paragraph of text. It’s a conversation with your customers that drives them to buy. Think of it like this: a description that lays out the benefits and features of a product isn’t just informative—it’s persuasive.

This is crucial because data from eMarketer shows that over 80% of online shoppers consider product descriptions a significant factor in their purchasing decisions. So, a well-written description can lead to more sales.

Boosting your SEO game

Compelling product descriptions aren’t just for people—they’re for search engines, too. Using relevant keywords naturally within your text can improve your search engine ranking.

This means more people will find your products when they search for them online. And when more people find your products, more people buy them. It's as simple as that.

Building trust with your audience

Good product descriptions build trust. When customers see that you’ve taken the time to provide accurate and detailed information about your products, they’re more likely to trust your brand.

This trust reduces the chance of returns or dissatisfaction, which means happier customers and better reviews.

Enhancing the customer experience

Your product descriptions should answer common questions and help customers make informed decisions. This improves the overall customer experience and reduces the need for contact support.

When customers have all the information they need at their fingertips, they’re more likely to purchase and less likely to abandon their carts.

Standing out from the competition

A well-written product description can help you stand out in the crowded eCommerce. By highlighting your unique selling propositions and product advantages, you make it easier for customers to choose your product over similar ones. This is especially important when you’re competing against big, well-known brands.

Differentiating your brand

Your product descriptions should reflect your brand’s unique voice and personality. This helps differentiate your brand from competitors and reinforces your brand identity. Customers who feel connected to your brand are likelier to become repeat customers.

Reducing cart abandonment

Clear and concise product descriptions can help reduce cart abandonment. Customers who understand precisely what they’re buying are less likely to second-guess their decision and abandon their cart. This leads to more completed purchases and higher conversion rates.

Build pages in minutes

With Instant’s Shopify product page builder, you can easily create stunning pages that showcase your products in the best possible light. 

Its drag-and-drop interface lets you quickly design and publish high-converting pages without coding knowledge. Try Instant’s Shopify product page builder today!

What not to do when writing product descriptions

Specs matter, especially for technical products. While focusing solely on how a product solves a problem is tempting, you can’t ignore the details. Tech-savvy customers want to know their laptop has 8 GB of RAM, not just that it runs programs smoothly.

The trick? Marry both. Instead of choosing one or the other, illustrate how the feature benefits the user: “8 GB of memory ensures smooth running of even the most intense programs.”

Know your audience

Understand who you’re writing for. If your audience is knowledgeable, don’t oversimplify. Avoid a condescending tone, and don’t dumb things down. Speak to them as equals. That doesn’t mean your descriptions have to be dry and technical.

Even a savvy audience appreciates engaging, well-written content. Convey complex ideas in an entertaining way that respects their intelligence.

Avoid errors to build trust

Spelling and grammar mistakes can damage trust in your product. If customers spot errors in your descriptions, they may question your attention to detail. Proofread your copy to create a professional impression.

Hire a proofreading service if you’re not confident in your editing skills. It’s a small investment that can pay off by instilling trust in your product and your brand.

Write naturally

Your product descriptions should flow naturally and be easy to read. Avoid stilted, robotic text. Readers will struggle to engage with a clunky copy. Instead, write descriptions that sound like a conversation with a friend. Cultivate a tone that reflects your brand’s personality. If you struggle to find the right words, consider hiring a writing service. They can help you create engaging, natural-sounding copy.

Create unique descriptions

Although using the manufacturer’s copy may seem easy, it can hurt your product’s visibility. Search engines penalize duplicate content, so your listing may rank lower in search results.

Write unique descriptions for your products. This helps with SEO and allows you to highlight the features that matter most to your customers.

Avoid walls of text

Customers decide to buy a product within seconds of landing on your page. Therefore, they need to be able to find the information they’re looking for quickly. If your description is a wall of text, they’ll struggle to find what they need.

Break up your copy into short paragraphs or bullet points. This will help readers scan the page and find the details that matter to them.

Don’t use boilerplate copy

Every product is unique, and your descriptions should reflect that. Avoid using the same template for every product. Instead, write unique descriptions that address your customers’ pain points. This will help you create more effective copy that resonates with your audience.

7 Examples of compelling product descriptions

1. Catch attention with key benefits: Califia farms' approach

Califia Farms excels at grabbing customer attention with product descriptions that highlight key benefits right away. They prominently display badges showcasing the advantages of their products, like their original barista blend, above the fold. This strategy ensures shoppers immediately see the most critical information on a page.

To emulate Califia's success, focus on what your target customers care about most and make that information stand out on your product pages.

2. Dazzle with sensory language: Revlon's shortcut to engagement

Revlon's product descriptions are masterclasses in concise, impactful writing. Each page features a short, solid description supplemented by bullet points highlighting benefits. Revlon uses sensory words such as glossy, iridescent, and luminous to engage customers' senses and create a vivid picture of the product in their minds.

The writing quickly captures attention and communicates the essence of the product, making it an effective tool for driving engagement and sales.

3. Transparency is key: Cracker Barrel's shipping information strategy

Transparency is a powerful tool in eCommerce, and Cracker Barrel uses it significantly. Their product pages include a detailed table of shipping information, including delivery times and costs. This strategy sets clear expectations for customers and enhances their shopping experience by eliminating uncertainty.

To apply this strategy, gather accurate shipping information from your delivery partners and use a product information management system to keep it current.

4. Boost conversion with enhanced content: Nintendo's visual storytelling

Enhanced content, such as lifestyle images, videos, and 360 spins, can boost conversion rates by 15%. Nintendo's product pages for games like Super Mario Bros. Wonder feature high-quality visuals that help customers understand the game's features and gameplay.

By embedding videos and other rich media, Nintendo effectively guides customers through decision-making, reducing returns and increasing sales.

5. Answer customer concerns: Clorox's FAQ strategy

Clorox uses bullet lists to communicate quick, scannable product benefits, but they also address customer concerns through site-authored FAQs. This approach allows them to keep product descriptions concise while providing customers with the self-service they crave.

By answering common questions directly on the product page, Clorox enhances the customer experience and builds trust.

6. Leverage community insights: McCormick's Q&A approach

McCormick takes FAQs a step further by incorporating community-driven Q&As. Customers can search for answers or ask questions that the brand or other customers can answer. This approach addresses questions the site's copywriter may not have considered and enhances the credibility of product claims by incorporating honest customer feedback.

7. Build trust with reviews: Levi's authentic feedback system

Reviews and ratings are critical for building trust in eCommerce, especially during the holiday shopping season. Levi's leverages this content by allowing customers to leave reviews and filter them to find reviewers like themselves.

They even let customers search for negative feedback, which adds authenticity to the positive reviews and increases brand trust. By showcasing authentic feedback, Levi's helps customers make informed purchasing decisions and boosts conversion rates.

Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify product page builder

Instant is shaking things up with its user-friendly product page builder for Shopify. It caters to eCommerce teams and agencies looking for a way to create customizable and advanced pages without coding. Even if you’re a tech newbie, you can whip up high-converting landing pages, blog posts, product pages, and sections.

The secret? Its intuitive drag-and-drop interface lets you control your store’s design completely, making the process as easy as pie. Want more? Instant’s seamless integration with Figma and other eCommerce tools makes it a versatile choice for boosting your store’s performance and conversions.

Give Instant’s Shopify product page builder a whirl today!