What Is Product Description? A Comprehensive Guide
By Emil Kristensen CMO
@ Sleeknote

When it comes to online businesses, the importance of product descriptions cannot be overstated. A product description is a text that describes a product and its features. It is used to provide customers with an in-depth understanding of the product before they purchase it. In this comprehensive guide, we will explore why product descriptions are important for your business, how to understand your target audience, tips for writing clear and compelling product descriptions, the elements of a strong product description, using SEO techniques, examples from top brands, common mistakes to avoid, the role of images and videos, and tools and software to help you write better product descriptions.

Why Product Descriptions Are Important for Your Business

Product descriptions are an essential part of any online business. They provide valuable information and insights to customers and persuade them to buy your products. Well-written product descriptions can help increase your conversion rates, boost your search engine rankings, and establish your brand identity. In short, a compelling product description can make all the difference for your business.

Understanding Your Target Audience for Product Descriptions

Before you start writing product descriptions, you need to understand who your target audience is. Knowing their needs, preferences and interests can help you tailor your descriptions to their specific needs. For instance, if you’re selling beauty products to women in their early 20s, your product descriptions should focus on the benefits of the product for their skin type and age group. The key is to create a connection with your customers and make it easier for them to buy from you.

Tips for Writing Clear and Compelling Product Descriptions

Writing product descriptions is both an art and a science. You need to strike a balance between creativity and clarity. Here are some tips to help you write clear and compelling product descriptions:

  • Focus on the benefits of the product instead of just the features
  • Use descriptive words and sensory language to create an emotional connection with customers
  • Be concise and avoid using jargon or technical terms that customers may not understand
  • Make sure your descriptions are easy to scan by using bullet points or lists
  • Include a clear call-to-action to encourage customers to buy

The Elements of a Strong Product Description

A strong product description should not only focus on the features of the product, but also on the benefits. It should be written in a tone that appeals to your target audience and should have the following elements:

  • A clear, concise title that accurately describes the product
  • A brief overview of the product, including its purpose and key features
  • A detailed description of the product, including its benefits, how it works, and any unique features
  • Specifications, such as size, dimensions, and materials used
  • High-quality images that showcase the product from multiple angles, and videos if possible
  • Pricing information, and any shipping or return policies

How to Use SEO Techniques in Your Product Descriptions

Search engine optimization (SEO) is an essential aspect of online businesses, and product descriptions are no exception. To optimize your product descriptions for search engines, you need to:

  • Include relevant keywords that customers are likely to use when searching for products in your industry
  • Ensure that your descriptions are unique and not copied from other websites
  • Optimize your title tags and meta descriptions to include relevant keywords and a call-to-action
  • Ensure that your descriptions are easy to read and understand, and not filled with keyword stuffing
  • Include high-quality images and videos with alt text that describes the product and includes relevant keywords

Examples of Effective Product Descriptions from Top Brands

One of the best ways to learn about effective product descriptions is to look at examples from top brands. For instance, Apple’s product descriptions focus on the benefits of their products and use a simple, concise tone to convey their message. The clothing brand Everlane focuses on sustainability and ethical production in their descriptions, while also highlighting the benefits of their products for customers.

Common Mistakes to Avoid in Writing Product Descriptions

While there are many best practices to follow when writing product descriptions, there are also some common mistakes to avoid. These include:

  • Using technical jargon or language that may be unfamiliar to customers
  • Focusing too much on the features of the product, and not enough on the benefits
  • Using generic or stock phrases that don’t provide any value to customers
  • Making claims that cannot be substantiated
  • Disregarding the tone and preferences of your target audience

The Role of Images and Videos in Product Descriptions

Images and videos play a crucial role in product descriptions. They help customers visualize the product and understand its features and benefits. High-quality images and videos are also more likely to be shared on social media and increase brand awareness. When choosing images for your product descriptions, make sure they showcase the product from multiple angles, and include details that customers may want to see, such as texture and color. Videos can also be a powerful tool to showcase how the product works and provide customers with a better sense of what they’re buying.

Tools and Software to Help You Write Better Product Descriptions

If you’re struggling to write compelling product descriptions, there are many online tools and software that can help. Here are some examples:

  • Grammarly – an online writing assistant that checks your grammar and spelling
  • Hemingway – a tool that analyzes your writing and suggests ways to make it clearer and more concise
  • CoSchedule Headline Analyzer – a tool that helps you write more effective titles for your product descriptions
  • Google Trends – a tool that helps you identify popular keywords and phrases in your industry

In conclusion, product descriptions are an essential part of any online business. They provide customers with valuable information and help establish your brand identity. By understanding your target audience, following best practices, and using online tools, you can write clear and compelling product descriptions that drive sales and boost your online presence.