Between managing inventory, marketing your products, and keeping customers happy, writing ecommerce product descriptions might not be your top priority. But product descriptions can make or break a sale — a recent Google survey found that 85% of shoppers say product information and photos are crucial in deciding which brand to purchase from.

If you’re not a professional writer, crafting the perfect description may seem daunting. But it doesn’t have to be. Let’s look at how to transform your product descriptions using clear, compelling information and leveraging user-generated content (UGC) to your advantage.

The Basics of Effective Product Descriptions

To write product descriptions effectively, follow these best practices:

  • Be Concise Yet Informative: Stick to what’s important but provide enough detail to preemptively address potential customer questions.

  • Know Your Target Audience: Don’t try to appeal to everyone. Speak directly to your ideal customer using language that resonates with your target audience.

  • Use Bullet Points: Break down the product information in a scannable way, allowing customers to find what they need easily.

  • Focus on Benefits: Instead of simply listing product features, tell your customers how those features will improve their lives or solve their problems.

  • Get Specific: Be precise and detailed instead of broad claims or generalizations.

Writing Tips for Non-Writers

Not a wordsmith? No problem. To begin, stick to a simple template. Here’s an example:

  1. Attention-Grabbing Intro
  2. Key Details
  3. Benefits
  4. Call to Action

Now, let’s break down some product description writing tips for each section.

1. Attention-Grabbing Intro

To borrow Shopify’s tip, start with the word “Imagine” and describe how your audience will feel when they use your product. Then, use what you’ve written to craft an inspirational tagline and/or a brief intro about how your product will enhance the customer’s day-to-day life. This will help you get inside the mind of your customer, which is necessary for writing an impactful product description.

2. Key Details

Use bulleted lists or headers with brief descriptions to give customers important info on your product, such as ingredients, dimensions, compatibility, or materials at a glance. The goal is to be specific but avoid complex jargon, vague abbreviations, or overly technical language.

3. Benefits

Flesh out your bullet points or headers from step two to convert your product’s features into benefits. Use the “problem-solution” framework here — tell your customers how your product solves a problem they might have. While doing so, appeal to the customer’s senses. Think about how your product feels, tastes, looks, or smells, and work that into your description to bring the product to life.

4. Call to Action

End with a simple call-to-action statement inviting customers to buy. It may help to add a sense of urgency when appropriate, such as calling out “limited availability” for seasonal items or limited-time discounts.

Getting the Most from Customer Feedback

Here’s another writing hack: You can use customer feedback for product descriptions. UGC can provide valuable insights on how to appeal to potential buyers. For instance:

  • Customer FAQs: Do customers often inquire whether your coffee maker comes with a reusable filter? If so, include that information up front in your description.

  • Positive Reviews: What do your customers rave about in their reviews? Highlight those pros in your product information.

  • Misconceptions: Are some reviewers confused about certain aspects of your product? Address these concerns in your description.

If you need assistance gathering customer feedback, Bizrate Insights can help you collect and leverage direct customer insights through our Online Buyer Survey. All our plans include access to our powerful Site Abandonment Survey as well. These solutions provide valuable UGC that you can use to refine your product descriptions.

SEO Considerations

Your product descriptions are more than just a sales pitch — they’re a tool for driving more traffic to your site through search engine optimization (SEO).

To write SEO-friendly product descriptions, you must first identify the keywords you want to rank for. The more specific, the better. Try to target long-tail keywords, which are highly specific search queries. These have a lower search volume and, therefore, a lower keyword difficulty. This can help you attract highly targeted traffic with a greater intent to convert.

Just make sure to incorporate keywords naturally into your product description. Google doesn’t like the practice of “keyword stuffing,” which it lists as a no-no in its spam policies.

Before and After Product Description Example

Now, let’s see these tips in action. Here’s a weak product description for some hypothetical wireless noise-canceling headphones:

  • Noise-canceling technology.
  • Wireless Bluetooth capability.
  • Great for listening to music or making calls on the go.
  • Memory foam ear cushions.
  • Battery life up to 30 hours.
  • Wired connection available.

Does this cover the basic features of the product? Sure. Is it effectively conveying how the headphones will enhance the customer’s life? Not so much.

Let’s try again using our template and writing tips discussed above:

Escape the noise. Find your focus.

Our Wireless SoundPro Noise-Canceling Over-Ear Headphones are engineered for those who value premium sound and unparalleled comfort. Elevate your listening experience with:

  • Advanced Noise-Canceling Technology: Block out distractions and immerse yourself in pure, uninterrupted music.

  • Exceptional Sound Quality: Enjoy crystal-clear audio with minimized static and background noise when taking calls.

  • Luxurious Comfort: Experience all-day comfort with our premium memory foam vegan leather cushions designed to fit comfortably over earrings or glasses.

  • Extended Battery Life: Enjoy up to 30 hours of continuous playtime and ultra quick-charge capability.

  • Versatile Connectivity: Seamlessly switch between devices with Bluetooth 5.0 multi-device pairing and a 3.5mm audio jack for optional wired use.

Ready to escape the noise? Invest in a pair of SoundPro Noise-Canceling Headphones today and find your focus.

This description focuses on how your product features benefit the customer. It addresses potential concerns upfront (e.g., minimized static, ear comfort, quick charge), uses sensory language to help the buyer visualize the product, incorporates useful keywords, and ends with a clear call to action.

Level Up Your Product Descriptions with Bizrate Insights

Improving your ecommerce product descriptions doesn’t require a degree in writing — just a little time and attention to detail. Start with the problem-solution framework, incorporate some sensory language to help the customer visualize your product, and be sure to use customer feedback to address common concerns up front.Ready to take your product descriptions to the next level? Book a demo with Bizrate Insights today and see how our solutions can help you optimize your product listings for success.