Writing a product description is an essential and vital step in the marketing strategy after creating an online store. It is the first point to capture customers' attention and convince them to buy. The product description serves as the gateway through which the customer enters the world of the product and gets to know it in more detail. It is important that the description be clear and comprehensive because failing to provide a detailed description often leads to a loss of customer trust and greatly reduces sales opportunities. Avoid copying and pasting product descriptions from other sources, as search engines like Google penalize websites that do this by ranking them lower in search results. Therefore, marketers and sellers should invest in writing creative and original descriptions that highlight the product's unique features attractively, offering the necessary information professionally to increase sales opportunities and achieve marketing success.

In this article, you'll learn how writing product descriptions can positively impact your sales and how to craft outstanding descriptions for your products. Keep reading to discover the 15 steps to writing a professional product description that helps boost your sales and attract more customers.

What is a Product Description?

A product description is a summary that contains essential information about the product, answering questions that may come to customers’ minds, such as: What is this product? What are its benefits, and how do you use it? What are the potential risks?

Writing a product description for your store's products is a challenge that requires focus and precision to ensure you provide accurate and engaging information to customers.

Therefore, a professional Product Description is essential to clarify the product's importance and benefits to the customer. Statistics show that 87% of customers consider product descriptions important before making a purchase decision. Thus, writing product descriptions is crucial to meeting customer needs and increasing sales.

What is the Ideal Length for Product Descriptions?

The ideal length for a product description depends on the type and complexity of the product.

If the product is simple, like clothing or accessories, the description can be around 200 words.

For more complex or technical products, such as smartphones or laptops, the description can go up to 400 words.

Ultimately, the ideal length provides all the necessary information for the customer, accurately without excess or shortage.

How to Write a Professional Product Description in 15 Steps

We will discuss how to write a professional product description that helps attract customers and boost your sales. Below are 15 steps to crafting a product description that stands out and is compelling. Follow along to learn these steps.

1. Gather Essential Information About Your Product and Use Customer-Friendly Language

Start by collecting comprehensive information about the product. This can be easily found through online research or by referring to the manufacturer's sources. Include details such as materials, dimensions, colors, and other technical specifics. Additionally, pay attention to the words customers use when searching for the product to strategically and attractively incorporate them into the description.

2. Focus on Benefits: Turn Features into Customer-Friendly Advantages

When writing product descriptions, focus on the benefits rather than the technical features. Understand customer needs and tailor the description to meet those needs. Writing with the customer's search intent in mind helps meet their expectations effectively.

3. Use Imagination in Writing Product Descriptions

Incorporate creativity when writing product descriptions to attract customers. While customers can’t physically touch online products, high-quality images and engaging videos can provide a realistic experience. Use storytelling techniques to make the customer envision how the product would improve their life. Start with the word “Imagine” to captivate them, and end the description by explaining the emotions they will feel when they own and use the product.

4. Write a Simple and Clear Product Title

The product name should be clear and easy to understand, reflecting the main and most important aspects of the product. It should also be catchy enough to attract customers and spark their curiosity for more details. When writing the product name, consider the following:

• Use keywords customers might search for that reflect the product's benefits.
• Format the title with product type, brand, a keyword descriptor, size, and color.
• Keep the title concise and under 50 characters for easy reading and comprehension.

Example: Wireless headphones with high-quality sound, black, comfortable fit.

5. Don’t Overdo the Description, Talk About Quality Smartly

Avoid using overly promotional phrases like "High-quality product" that might deter customers. Instead, highlight the product's excellent quality smartly by emphasizing the benefits and features in a way that piques customer interest.

It’s important to make the product description persuasive and engaging without overusing exaggerative words. For instance, instead of saying “high-quality product,” you could say, “made from durable, high-quality materials that guarantee long-lasting use.”

Use a writing style that focuses on features and benefits, explaining how the product meets customer needs and improves their lives.

6. Use Evidence to Smartly Reinforce Your Product’s Quality

Avoid making claims like “best in its class” unless backed by strong evidence! If your product truly excels in its category, provide specific and tangible evidence to support that claim. Otherwise, use a more moderate tone and quote customer reviews to highlight your product's uniqueness, helping to avoid skepticism from customers.

7. Attract Customers by Referring to Others’ Experiences

When visitors struggle to choose the right product, they often seek recommendations from previous customers, and they decide based on products with the most positive reviews.

Additionally, you can integrate customer reviews into product descriptions. For example, you could include an image of a person with a quote highlighting a product's feature, enhancing credibility and creating a personalized and convincing shopping experience for the customer.

8. Write Detailed Descriptions for Detail-Oriented Customers

When a customer is drawn to the brief description and wants to learn more about your product, they will need a more in-depth description. No matter the length, which varies by product type, it’s important that product descriptions are organized and address customer needs. Avoid exaggeration and filler content in detailed descriptions, ensuring proper use of punctuation and no spelling errors.

9. Make the Product Description Easy on the Eyes

Ensure the product description is visually appealing and easy to read. If you want to increase sales, it’s crucial to present a well-organized and structured description that attracts customers. You can achieve this by:

• Using clear headings to organize the content.
• Writing in bullet points for easy reading.
• Leaving enough white space between paragraphs.
• Using a large font size for readability.

10. Use Images and Videos in Product Descriptions

Images and videos are essential in highlighting the product's features and conveying a strong message to potential customers. They allow customers to see the product clearly and interact with it before purchasing.

11. Use Keywords in Product Descriptions for Better Search Visibility

Place keywords strategically in product descriptions to improve visibility in search engines. Use tools like SEMrush and KWFinder to identify effective keywords for your products. Additionally, the Motajer platform offers a keyword generation feature to enhance product visibility in search engines.

12. Leverage Customer Inquiries to Enhance Product Descriptions

In e-commerce, not only will you receive questions and reviews about your products, but also about competitor products. Use these insights to address concerns in your product descriptions, offering solutions such as guarantees or return policies.

13. Create Urgency Using the Fear of Missing Out (FOMO)

Incorporate urgency in your product descriptions with phrases like “limited stock” or “exclusive offer” to motivate customers to act quickly and purchase.

14. Use AI Tools for Writing Product Descriptions

For merchants managing a wide range of products, writing descriptions can be time-consuming. AI tools can help create efficient and unique descriptions, improving product sales.

15. Measure Success

The final step in writing a product description is adding a compelling call to action (CTA) such as "Shop now" or "Learn more." Use A/B testing to experiment with different versions of the description to see which performs better.

By following these steps, you can create effective, tailored product descriptions that stand out from generic templates and better suit your offerings. If you have any questions, feel free to contact the Motajer team for support. You can also create a free online store through the Motajer platform and enjoy a 7-day trial.