How Product Descriptions Help to Sell Products & Services

When someone is browsing an online shop or website that sells products, they want to know exactly what is on offer and what they’ll get if they spend their hard-earned money. A product description is the content centred on a product that tells the person what it is and why it is worth their while buying it. A full product description should talk about the benefits of a product, what features it has and give the person reading the description a reason to buy it.

However, when putting together a product description many people write just to give the facts, without taking into account a real person will be reading it and using it to decide as to whether they should buy the product or not.

If you’re looking to generate more sales, build your reputation with customers & ensure that people buy the right product and don’t ask for a refund it is important that you take into consideration how to write a good description.

How To Write A Product Description

How To Write A Product Description?

When writing a product description you should consider what layout to use and what your customers are most likely to respond to. This will depend on the product you are selling and the audience you are targeting. You may decide that a long paragraph giving all of the product information is the right way to go, or you may decide that bullet points are the best way to get your point across.

Whichever layout you choose, you need to consider that your product description is there to educate your customer. Alongside a photo of your product, you want your description to expand on their knowledge of what they think they know about the product and ensuring you answer any questions that they’re going to have.

You want them to read your product description and know everything they could need to know about the product that is on offer. You want to leave them with no questions about what the product can do, because if they’re unsure of what it offers they’re likely to postpone buying the product. If they close the tab with the intention of coming back later to find out more, you may find they never return to your website and you’ve lost a sale.

Product Descriptions Really Help to Sell

How Product Descriptions Really Help to Sell Your Products

You already know how good your product is, the people that have bought from you before already know how good your product is – but someone new to your brand may take a little more convincing.

When someone is on your website, they already have an interest in what you’re selling so you know you have a potential sale there ready to grab. However, people can’t buy from photos or videos alone so you need to give them something more. Think of your product description as the equivalent of your customer going to a shop and holding the product in their own hands. They get to know how it feels to hold, what texture it is, how heavy it is and get a real feel for the product. By writing a good product description you’re letting them imagine this and get that feeling from behind a computer screen – and that is what will help you to generate sales.

It is also worth bearing in mind that search engines pick up product descriptions as part of your website text, so using some SEO optimised keywords can also help. Being recognised by the likes of Google and boosting up the rankings to page 1 is a sure fire way of generating sales, so it makes sense that you take this into account when deciding what words and phrases you’re going to use in your product description.  

How to describe a product

How To Describe a Product

When writing a product description, you’ll want to concentrate on the features and benefits. This lets the person know exactly what the product does and what a difference it will make to their lives. Ideally, you should use lots of positive language which will help persuade the reader that purchasing your product is the right thing to do.

Recommended words to use include:

  • Introducing
  • Genuine
  • Sensational
  • Revolutionary
  • Amazing

When writing to describe your item, you also want to add a sense of urgency to the product. The person reading it should already want the product based on the product description you have put together, so throw in some words that let them know they’re missing out by not purchasing it immediately.

  • Now
  • Quick
  • Selling Quickly
  • Hurry
  • Suddenly

When considering how to describe a product, you want to be truthful but also excited and positive. Letting the reader know what they’ll gain by owning whatever you’re selling & what a positive effect it will have on their life is definitely one way to ensure they you’re generating sales. 

You might want to look up how to write a product description and you’ll find lots of handy tips online – this glossary may help you breakdown what they’re talking about and help you put together some great product descriptions.

You should remember that everything on your website needs to be pleasing to the eye and easy to read, product descriptions are no exception. Try to avoid having numerous lines of text which the reader is likely to scan quickly and not take everything in. Headers, bullet points, photos and even varied text sizes will definitely help to keep people interested.

You have spent time and effort creating a product description that ticks all the boxes so you want to make sure this is seen and read by as many people as possible. The last thing you want is the customer feeling overwhelmed with information and closing the page.

Ensure that you put lots of information about the product, but in bite-size pieces which are easy to read and digest. This is the best way to make sure that your reader takes in all of the information, and when combined with your persuasive and informative text the best way to ensure that you’re generating as many sales leads as possible.



Learn From Your Customers

Your customers are a fantastic source of information and you should be learning from them every day. If a customer approaches you with a question about a product other people have likely wondered the same but not approached you – resulting in a lost sale. As well as answering the customer direct, you should consider how you can amend your existing product description to ensure this question is answered. This could be via a FAQ section on the product page, or just adding a couple of lines or bullet points to the existing paragraphs you already have.