{"id":4782,"date":"2019-03-05T12:45:19","date_gmt":"2019-03-05T10:45:19","guid":{"rendered":"https:\/\/www.jimdo.com/blog\/?p=4782"},"modified":"2022-06-27T20:35:48","modified_gmt":"2022-06-27T18:35:48","slug":"how-to-write-good-product-descriptions-for-online-store","status":"publish","type":"post","link":"https:\/\/www.jimdo.com/blog\/how-to-write-good-product-descriptions-for-online-store\/","title":{"rendered":"How to Write Product Descriptions That Sell"},"content":{"rendered":"\n

Nowadays, setting up an online store<\/a> takes only a few minutes. Fill out your store settings, add photos, and you can be selling right away. But writing product descriptions that convince people to buy in the first place? That takes a little more effort. <\/span><\/p>\n\n\n\n

How do you describe a product to a new customer? What information needs to go on a store page, and how can you convince customers to click \u201cAdd to Cart\u201d? <\/span><\/p>\n\n\n\n

In this post, I\u2019ll talk about how to write product descriptions and provide some good examples. These simple rules will make sure that your store listings are informative, authentic, and convincing\u2014and optimized for search engines too.<\/span><\/p>\n\n\n\n

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Simple rules for writing better product descriptions:<\/strong><\/h2>\n\n\n\n
  1. Think of questions a customer might ask<\/span><\/li>
  2. Always include the details: dimensions, size, materials, etc. <\/span><\/li>
  3. Tell the story of your product to make it feel unique<\/span><\/li>
  4. Make text easy to scan and read quickly<\/span><\/li>
  5. Add testimonials and social proof<\/span><\/li>
  6. Optimize product descriptions for SEO too<\/span><\/li><\/ol>\n\n\n\n

    Use product descriptions to answer customer questions <\/strong><\/h2>\n\n\n\n

    When someone makes a purchase from your online store<\/a>, you\u2019re asking them to take a leap of faith. They can\u2019t see the item, they can\u2019t hold it in their hands, and they can\u2019t try it on. That\u2019s where a good product page comes to the rescue. If you\u2019re not sure what to write, focus on the questions a customer would have. How big is it? How does it fit? Where was it made? Why does it cost this much?<\/span><\/p>\n\n\n\n

    \"An
    An example of good product text that predicts and answers customer questions.<\/figcaption><\/figure><\/div>\n\n\n\n

    By answering the right questions, you also show that you understand your customer\u2019s problem statement. \u201cNo more sticking to the jar!\u201d \u201cThese pants won\u2019t shrink in the wash!\u201d <\/span><\/p>\n\n\n\n

    Take a look at this example from Glossier:<\/span><\/p>\n\n\n\n

    \"A<\/figure><\/div>\n\n\n\n

    The mascara enhances the natural look of your lashes, they say, \u201cinstead of clumping them together or spackling them in product.\u201d They\u2019ve anticipated a likely question, \u201cIs this mascara going to be clumpy?\u201d and answered clearly with, \u201cNope!\u201d As a customer you think, \u201cGreat! They understand what I want.\u201d <\/span><\/p>\n\n\n\n

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    Always include plenty of product detail<\/strong><\/h2>\n\n\n\n

    When you write for the web, it\u2019s common to hear \u201cdon\u2019t use too much text\u201d or \u201cpeople don\u2019t read much on websites.\u201d That\u2019s all true, but you should still include all the necessary details and product specs. That way people know what they\u2019re getting, and you can prevent unnecessary returns and refunds<\/a> from people who accidentally order the wrong thing. Think about size, weight, color, materials, where the item was made, etc.<\/span><\/p>\n\n\n\n

    In the Glossier example above, notice how they specify the size, the shade, and also mention that \u201cit\u2019s water-resistant (not waterproof).\u201d This clearly sets expectations so customers knows what they are getting. After all, there\u2019s no upside to tricking a customer into buying something that isn\u2019t right for them. <\/span><\/p>\n\n\n\n

    Also, listing the specs shows that you know your item well and pay attention to detail, which further <\/span>solidifies the customer\u2019s trust in your store<\/span><\/a>. <\/span><\/p>\n\n\n\n

    Tell a story to differentiate your store from big businesses<\/strong><\/h2>\n\n\n\n

    Chances are high that your item (or something similar) is available from a big box online retailer at a lower price. But fortunately for small businesses everywhere, <\/span>consumers are motivated<\/span><\/a> by more than price and convenience. <\/span><\/p>\n\n\n\n

    Take, for example, this food product description from Murray\u2019s Cheese in New York:<\/span><\/p>\n\n\n\n

    \"An<\/figure><\/div>\n\n\n\n

    Could you find a cheese at a supermarket that costs less? Probably. But Murray\u2019s wants to entice you to buy <\/span>this<\/span><\/i> cheese. To do this, they use scarcity (this cheese is only available in one small village in Switzerland), they tell the story of how the cheese is made, and they describe the flavor in mouth-watering terms. Do you know what alpine grass tastes like? Me neither, but it sounds delicious.  <\/span><\/p>\n\n\n\n

    Does it really matter that the cheese is named after the cheesemaker\u2019s wife? Of course not. But the story makes you feel like you are buying something special, something you can\u2019t get at any old grocery store. <\/span><\/p>\n\n\n\n

    \"A<\/figure>\n\n\n\n

    Write good product descriptions that are easy to read quickly<\/strong><\/h2>\n\n\n\n

    You should always format product text <\/span>particularly for the web and for how people read<\/span><\/a>. Headlines, bullets, short paragraphs, and lots of pictures are all ways that you can make online shopping easier for customers. <\/span>You might hear advice to use power words or superlatives, but it\u2019s best to just stick to natural language that a real human being would actually use. <\/span><\/p>\n\n\n\n

    This product description example from Lehman\u2019s shows that you don\u2019t need to be too complicated:<\/span><\/p>\n\n\n\n

    \"Make<\/figure>\n\n\n\n

    In just a short paragraph and some bullets, it tells you what it is and why it\u2019s special, so you might be more willing to buy it. They also provide some short testimonials from happy customers. Suddenly a $7 fly swatter sounds pretty good, even though you could get a cheaper plastic one. <\/span><\/p>\n\n\n\n

    How do you balance storytelling with skimming? Your best bet is to <\/span>write a short, descriptive paragraph, and then follow it up with some bullets. <\/b>That way you\u2019ll satisfy people who want to skim, and people who want to dive in to a more detailed story. <\/span><\/p>\n\n\n\n

    For tips on good product photos, check out our post on <\/span>How to Build a DIY Lightbox<\/span><\/a>.<\/p>\n\n\n\n

    Add customer testimonials and social proof to your product pages<\/strong><\/h2>\n\n\n\n

    One thing that all these sample product descriptions have in common is that they all use some form of \u201csocial proof\u201d to sell. Those could be in the form of reviews, testimonials, or \u201cas seen in\u201d links to newspaper articles and blog posts. <\/span><\/p>\n\n\n\n

    Why do customers care what random strangers think? Because social proof is a powerful psychological motivator. Before you take a leap and buy something, you like to know that others have gone before you and had a good experience. According to a recent survey by <\/span>BrightLocal<\/span><\/a>, consumers read on average 10 customer reviews before they feel like they can trust a small business with their purchase. <\/span><\/p>\n\n\n\n

    Develop product descriptions for SEO<\/strong><\/h2>\n\n\n\n

    Customers aren\u2019t the only ones reading your text. Search engines do, too. That\u2019s why this text is one of the best ways to boost your store SEO and make your products show up on Google. <\/span><\/p>\n\n\n\n