Product description - how to write it properly?

Creating product descriptions is quite a problem for many online shop owners and even copywriters who deal with preparing them on a daily basis. A good text should allow you to achieve several objectives at the same time. How do you create product descriptions that sell? You will find the answer in this article.

Online shopping is becoming increasingly popular. According to the report "E-commerce in Poland 2021", 77% of Poles already buy online. At the same time, online shopping, of course, differs significantly from stationary shops - customers cannot, first of all, see the goods directly. Instead, however, they gain access to additional content, including photos and product descriptions. It allows visitors to the online shop to find out more about the offer. At the same time, correctly optimised descriptions stand out in terms of their sales value and help to achieve high search engine rankings.

Product description - what should it contain?

Product descriptions for online shops are certainly a format disliked by many sales professionals and copywriters. Writing them requires considerable creativity, but also competence. With such a set of features, item descriptions will not only serve an informative function, but will also become a support for SEO efforts, making customers more likely to choose your product range. How do you describe your product to achieve all these goals? Here are the most important elements a description should contain:

• The title and headings, which contain the most important phrases and precisely define the individual blocks of text,
• Breakdown into paragraphs that address specific issues,
• Key data (such as dimensions, colour, technical specification details, warranty duration),
• A description of the product features taking into account their hierarchy from the viewpoint of the recipient,
• Photographs, video and other materials to showcase the product and encourage customers to buy,
• Calls to action (CTAs, or Call To Action), encouraging your audience to take up your offer.

Obviously, the more comprehensive the information, the higher the value of the text from the viewer's point of view. On the other hand, product descriptions for a website should not be too extensive. They do not fulfil the function of an article, so it is better to avoid the proverbial "watered down" text. However, it is worth being aware that an online shop is not the only place where product descriptions can be placed. A very important document in which it is often placed is the business plan. Still another function is that of the final product description of a project. In these two cases, however, the rules for creating a product description will be slightly different.

How to create a good product description?

The description of your product or service is able to dispel doubts of potential customers and make them interested in your offer. Therefore, first of all, it is important to know their expectations thoroughly and adapt the form of communication and the style in which the content is created to them.

This is an aspect that certainly requires considerable experience and skills: not only in language, but also in marketing. The description of a cosmetic product will be different from that of, say, furniture or a games console. Still other rules will apply to luxury products or the service sector. It is a good idea to get a feel for a specific industry and get to know the most popular communication style in it.

It is also a good idea to track the questions most frequently asked by potential customers before creating descriptions. This will help to identify the features that buyers are most likely to pay attention to. The whole process also requires complete marketing preparation, including, above all, an analysis of your competitors' activities and an analysis of the phrases that are best suited to a particular item. A broader publication plan for the content on the site will also be useful.

How to describe unusual products?

For copywriters responsible for descriptions, unusual products pose the most problems, especially those about which it is difficult to obtain extensive information on the web. In this case, it is worth betting on the description of the most important features and relying on its technical specifications.

In doing so, it is a good idea to be unconventional. A creative product description is in itself capable of arousing the curiosity of the audience and inducing them to buy. It is important, however, to avoid not only "water dolling", but also empty promises. In any case, you should rely on verified information. A good solution may be to incorporate storytelling elements into the product description in order to describe as broadly as possible the unique functions, solutions and practical ways of using the described item.

The most important principles when creating a product description

In the world of content marketing, it is often said that good texts sell. This is also one of the 'functions' of a good product description. How do you write a persuasive description that achieves all the objectives set for it? Here are the most important rules.

• Phrase analysis - one of the primary functions of product descriptions is to gain traffic from Google search. In order for this to be possible, extensive analysis will be required to select appropriate keywords. Of course, these will also need to be aligned with the broader strategy of the business;
• Competitor analysis - this is one of the most important stages. It is essential to create a really effective product description. How many characters should it have? This is a very frequently asked question, but one that cannot be answered unequivocally. It may be helpful to analyse the offer of our market rivals. Particularly if these are entities whose websites rank high in the search engine;
• Ensure unique content: a good product description undoubtedly has to be unique. Copying even just fragments of descriptions from competitors' websites can have serious consequences - both legally and from the point of view of SEO and building brand credibility. It is worth taking care of the uniqueness of individual product descriptions, even in a situation where the assortment is not very diverse. What if you don't know how to develop your content in a different way to your competitors? You can highlight, for example, features or extras that other businesses have forgotten about. It will also be a good idea to add new paragraphs and reword the content;
• Use benefit language: one of the most important functions of marketing texts is to convince potential customers to make a purchase. It is therefore worth using benefit language and relying on direct messages. Also, think about the choice of appropriate adjectives to characterise the product in detail. After all, it is the specific good or service that the description is about. Price and other issues are therefore not the most important. Focus on highlighting their benefits and consider what will convince customers to buy;
• Consistency within the online shop: if the individual product descriptions are structurally and stylistically consistent, it will be easier for you to maintain a unique style and stand out from the competition. The creation of further texts will also be considerably easier and customers will gain confidence in the uniqueness of your offer.
• Headings and paragraphs - you will find it easier to persuade your audience and rank higher in the search engine if you ensure that your description is clearly divided into paragraphs and defining headings. This is also a good place to include key phrases. This way, the recipient will be able to find the information they are interested in more quickly.
• Multimedia: Video content is very popular with consumers. It is also advisable to include them in the product descriptions you create, right next to the photographs and graphics showing the product and how to use it.

Product description - what if the product is difficult to describe?

Presenting a product to customers in an attractive, clear and accessible way is not always easy. Especially if the text needs to be very elaborate and there is a lack of information about the features and unique characteristics of the device or service. In such a case, it is undoubtedly necessary to rely on creativity while offering users as much information as possible about the items they are interested in.

It is possible to take a broader look at a product and, for example, devote more space to the description of certain functions or their positive impact on living comfort or the environment. It is also certainly a good idea to take a closer look at issues such as materials, technology or the profile of the manufacturer responsible for developing a particular product.

We should also remember that sometimes less is more. The proverbial pouring of water, which admittedly will help to lengthen the description, is not always a good idea. Why? Among other things, because it will make it more difficult for customers to reach key product information in a short space of time. If you have little input, it is definitely worth betting on photographs and videos. It is also worth thinking about including links, for example to blog posts, which will help recipients understand how they can use the product.

Proven ways to create effective product descriptions

Creating product descriptions does not have to be a difficult and exhausting process. First of all, it is worth considering outsourcing the writing of product descriptions to copywriters experienced in preparing such texts. It is also worthwhile to use professional marketing tools to improve both the keyword and competition analysis stage, as well as the creation of the texts themselves.

It will also simplify the whole process considerably to prepare a product description template that can be used when creating varied content of this type. Above all, it should include a division into paragraphs and headings, as well as a set of good practices regarding the language used in creating texts. This will make it easier to maintain consistency and develop a unique style that will distinguish the site from other online shops. On the other hand, a pre-prepared product-specific form will be useful especially when creating very similar descriptions concerning, for example, several versions of the same item or service.