How to Write a Product Description? (+Good Practices)

Writing a product description doesn't have to be difficult! Check our good practices >>

Do you find yourself struggling to come up with words that adequately describe the amazing features of your product? Don’t worry, we’re about to help.

From researching to creating an outline, writing the text, optimizing it for SEO, and editing it, we're going to break down the 5 essential steps to crafting a compelling product description that will make your product stand out from the rest.

So sit back, grab a cup of coffee, and get ready to learn important things! ☕

What is a Product Description?

Shortly speaking, a product description is a written explanation of a product, its features, and its benefits. It’s often used to market and sell products online, but it can also be used in physical stores or in print advertising.

The purpose of a product description is to persuade potential customers to buy the product. It’s essentially a sales pitch, and it should be written with that in mind. Also, the goal is to create an emotional connection between the customer and the product and to convince them that they need it in their life.

A product description should give customers a sense of what the product is and how it can be used. It should also highlight the product's unique features and explain why it’s better than other products on the market.

How Should Look a Good Product Description?

We are aware that you may see many descriptions on the internet. Probably, some of them were excellent, and some were very bad, right? So what factors determine how looks a good product text?

Well, we have 3 main characteristics. Above all, such a description should be:

  • clear, 
  • concise, 
  • and informative. 

It’s worth mentioning that when writing a description, it’s also essential to keep in mind your target audience:

👉 Who are they?

👉 What are their needs and desires? 

👉 What problems do they have that the product can solve?

If you understand them, you can write a description that speaks directly to this group.

A good text should also be easy to read and understand. This means using simple language and avoiding technical jargon. The description should be written in a way that anyone can understand, regardless of their level of knowledge about the product.

In addition to writing about the product's features and benefits, a good description should also include information about the brand and the company behind the product. This can include information about the company's values, its vision statement, and its history. 

If including this information, customers can feel more connected to the product and the company behind it.

And also, when writing a product description, it’s important to be honest and transparent. Do not exaggerate the benefits of the product or make false claims. This will lead to unhappy customers and damage the reputation of the company.

And you don’t want this case to happen. 😨

Why do Good Product Descriptions Matter?

Good product descriptions are important for several reasons. 

For example, they can increase sales by providing potential customers with the information they need to make a purchasing decision. When a product is described in a clear and compelling way, customers are more likely to understand its value and see how it can meet their needs.

Next, good product descriptions can help build trust. By providing accurate and detailed information about a product, customers are more likely to feel confident that they are making a good purchase.

Also, descriptions can play a big role in search engine optimization (SEO). By using relevant keywords and including unique, high-quality content, they can help improve a website's ranking in search engine results. This can increase visibility and drive more traffic to the website, which can ultimately lead to more sales.

5 Steps to Create a Compelling Product Description

#1 Know Your Product

Research the Product and Its Features

To write a compelling product description, it’s important to know the product inside and out - that’s the most important thing

This means researching its features, functions, and benefits. Understanding:

  • how the product works, 
  • what it’s made of, 
  • and how it’s used

can help you create a detailed and accurate description that showcases its unique value. 

Understand the Target Audience

You also need to understand the target audience - their needs and preferences. Consider who the target audience is, what they are looking for in a product, and what their pain points are. 

Then, you will be able to tailor the product description to their specific requirements and highlight the features and benefits that are most relevant to them. 🎯

Identify the USPs

Unique Selling Points (USPs) are the features or benefits that set a product apart from its competitors. You can highlight them in the product description to make it stand out and create a sense of urgency for potential customers to buy. 

USPs can be anything from the product’s:

  • design, 
  • functionality, 
  • price point, 
  • or quality. 

Therefore, make sure to communicate these points clearly in your product description to showcase the product's unique value proposition.

#2 Create an Outline

Plan the Structure

Organizing the product description in a thoughtful and strategic way is a critical element in creating effective marketing. So, plan the structure of your product text in advance, so you can see at an early stage if the description looks good and is relevant. The structure of the description should be arranged in a logical and intuitive manner.

Use Bullet Points and Subheadings

Using bullet points and subheadings can help break up long blocks of text and make the description easier to read. 

Bullet points can highlight key features and benefits in a concise and easy-to-read format. Subheadings can help organize the description and make it easier to navigate. This formatting can make the product description more visually appealing and user-friendly. 📃

Focus on Benefits

While it’s important to highlight the features of a product, it’s equally important to focus on the benefits of those features. Customers are looking for solutions to their problems or needs, and they want to know how the product can help them. 

If you focus on the benefits, you can create an emotional connection with potential customers and make them feel like they need the product, like it’s the best solution for their needs.

#3 Write the Description

Start with an Attention-Grabbing Headline

The headline is the first thing potential customers will see when they come across your product description. Therefore, it's essential to make it attractive. 

It should be concise, descriptive, and clearly communicate the main benefit of the product. Consider using action-oriented language, numbers, or emotional triggers to capture the reader's attention and encourage them to keep reading.

Write a Strong Opening Sentence

After the headline, the opening sentence is the next most important element. It should further hook the reader and draw them into the rest of the content. 

That’s why you should consider using a descriptive sentence that highlights the key benefit or unique selling point of the product. Make sure the sentence is concise and easy to understand as well. 💪

Address Common Questions and Concerns

Potential customers will likely have questions or concerns about the product, so it's important to address these in the product description, for example, in the FAQ section. 

Consider what questions customers may have and provide answers to them in the description. This will help you build trust with the customer and encourage them to make a purchase.

Use Social Proof and Testimonials to Build Trust

Of course, social proof and testimonials can be powerful tools in building trust with potential customers. Consider including customer:

  • reviews, 
  • ratings, 
  • or testimonials

in the product description to showcase how the product has benefited others. In this way, you will overcome any objections or doubts potential customers may have and will encourage them to make a purchase.

#4 Optimize for SEO

Use Relevant Keywords

Using relevant keywords can improve the visibility of your product description in search engines. That’s why you should conduct keyword research and identify the terms and phrases potential customers are using to search for products similar to yours. 

Next, use these keywords strategically throughout the product text to increase the chances of your item appearing in search results.

Avoid Using the Manufacturer's Description

Manufacturers may provide generic product descriptions that are not the best option for your business. Therefore, avoid using these ready-made descriptions and instead create your own custom description that is SEO-friendly, original, and highlights the unique aspects of your product. 

This will help your product stand out and differentiate it from competitors. 🥇

#5 Edit and Refine

Read the Description Aloud

Read the product description, and you will be able to identify areas where it may be unclear or awkward. 

This will also help you determine:

  • if the structure is correct, 
  • if the tone and style of the description align with your brand's voice and message, 
  • if the text is readable and user-friendly.

Use Editing Tools to Check for Spelling and Grammar Errors

Spelling and grammar errors can undermine the credibility of your description. However, it can be hard to check the description by yourself. But don’t worry - just use editing tools, such as Grammarly or Hemingway, to check for errors and ensure the description is perfect. 

Then, you will get a polished and professional description. 💅

Get Feedback from Colleagues or Customers

Feedback always provides essential data, even if it’s rather negative than positive. Valuable insights from colleagues or customers can quickly tell you how well the product description resonates with the target audience and, ultimately - if people like it. 

What about sharing the description with others and asking for their opinion? Simply use people’s input to refine the description.

Continuously Update and Improve the Description

Well, you probably know that a product description is not a set-it-and-forget-it task. As your product evolves and your target audience changes, the description should be updated and improved accordingly and regularly. 

It’s so essential to continuously monitor and analyze the performance of the description, as thanks to ongoing care, you will make changes as needed and maximize the text’s effectiveness.

Use Webinars and Tell More about your Products

One effective way to create a compelling product description is to use webinars to tell potential customers more about your product. ✅

During the webinar, you can:

  • demonstrate how the product works, 
  • showcase its unique features, 
  • provide examples of how it can solve common problems,
  • and answer questions and concerns that potential customers may have. 

You can follow your plan or a webinar script that will help you cover all important product features.

By using webinars and platforms like LiveWebinar (an all-in-one tool that can help you host engaging and interactive webinars), you can provide potential customers with an immersive and informative experience that can help them better understand the value of your product. 

This can lead to increased trust, engagement, and, ultimately, more sales.

With LiveWebinar, you can create custom registration pages, send automated email reminders, and host live video and audio streams. The platform also includes features like:

which can help you keep your audience engaged and gather valuable feedback about your product.

Improve your Product Descriptions Today 

A product description is a written explanation of a product's features and benefits. It is used to market and sell products online, in physical stores, or in print advertising. A good description should be clear, concise, and informative, and it should be written with the target audience in mind. 

By following our guidelines, you can write a perfect text that persuades potential customers to buy your product.

Try out LiveWebinar and use webinars for your product descriptions!

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