product description essay example

REVENUE DRIVEN FOR OUR CLIENTS

• Client Login
• 888-601-5359

Showing 1 - 10 out of 832 for:

• Marketing 9 Product Description Writing Examples to Steal in 2024

9 Product Description Writing Examples to Steal in 2024

• Emily is WebFX’s Content Delivery Lead . She holds an M.S. in digital marketing and leads the FX content team, along with strategy, implementation, and evaluation for WebFX’s key revenue channels. Her work has been featured by Social Media Today, Campaign Monitor, Reader’s Digest, Yahoo, and more. In her free time, she enjoys hiking, road trips, and exploring new cities. Follow her on Twitter @emcarter16 or connect on LinkedIn . @emcarter16

U.S. consumers will spend nearly $500 million on ecommerce purchases this year. As ecommerce sales continue to grow, online retailers have an incredible opportunity to boost sales and revenue.

But since 96% of people leave websites without purchasing, you need to make it easy for them to find the info they need to purchase. Writing clear, informative product descriptions that demonstrate the benefits of your products will help you sell more online and extend your product life cycle . In this post, we’ll take a look at how to write a product description that converts — and highlight nine killer product description examples you can steal for inspiration.

Keep reading for nine creative product description writing examples. Or contact us online to speak directly with an ecommerce expert!

Partner with a team of ecommerce masters!

WebFX campaigns have delivered more than 14,936,451 ecommerce transactions in the last 5 years

1. Present product features as benefits

You’re proud of your product features — and for good reason. But listing off impressive features isn’t enough to make people buy. Instead, turn your product features into benefits, and show shoppers how your items make their lives easier.

Product description writing example: Backcountry

First on our list of product description examples — Backcountry sells chalk bags, chock-full of benefits for climbing enthusiasts.

• Fleece-lined interior
• Shockcord closure
• Removable waist belt
• Feels soft against battered hands
• Prevents chalk from spilling
• Saves space on your harness

Backcountry does a great job of enticing shoppers to buy with product features presented as benefits.

How you can do it: Think about how your product features add value for customers and add the benefits as bulleted lists in your product descriptions.

2. Anticipate pain points

Writing product descriptions that anticipate and solve buyer pain points combats purchase anxiety. By clearly explaining how product features address pain points, you demonstrate how your products make customers’ lives easier — and they’ll feel more confident in their purchase decisions.

Product description writing example: Nike

Nike does a good job of anticipating pain points and showcasing their products as ideal solutions. For instance, this product description example for their trail running shoes explains how product features help runners conquer “wet, rocky” conditions often experienced on trail runs.

How you can do it: Use your product descriptions to share how your products solve problems for customers and make their lives easier.

3. Show off your brand’s personality

Showing off your personality spices up your product description writing and helps customers connect with your brand. Creative copy increases your relatability and appeal — and it helps you stand out from competitors online.

Product description writing example: Dollar Shave Club

How you can do it: Your brand’s signature style sets you apart online, so don’t be afraid to weave it into your product descriptions.

4. Incorporate reviews and social proof

Highlighting reviews and star ratings along with your product descriptions adds social proof that encourages people to buy — especially if they’re on the fence about purchasing. Since consumers trust online reviews 12x more than product descriptions , it’s a smart idea to add reviews to your product pages. And adding reviews boosts trustworthiness, conversions, and revenue for your online business.

Dollar Shave Club checks another box on our list of product description examples.

How you can do it: Highlight reviews along with product descriptions to boost credibility and trust among shoppers.

5. Use emotive, sensory words

When writing product descriptions, you want to use sensory words that help shoppers envision themselves using your product or service. Using sensory words appeals to emotion — and it can enhance the consumer behavior process to inspire more purchases.

Product description writing example: Airbnb

This non-traditional product description example comes from Airbnb. Sensory words bring this experience listing to life and help visitors envision themselves in the space.

How you can do it: Incorporate sensory words that bring your product descriptions to life and connect with shoppers on an emotional level.

6. Make your descriptions scannable

Including easy-to-skim specs in your product descriptions helps shoppers pick out key information that impacts purchases. Use bullet points and graphics to highlight important features and show what makes your products the best on the market.

Product description writing example: REI

If shoppers want more information about the tent, they can scroll down to check out additional specs and features.

How you can do it: Use bulleted lists and graphics to highlight product info and give visitors an easy-to-digest overview of your offerings.

7. Highlight unique selling points (USPs)

The next product description example — highlighting unique selling points (USPs) — helps your brand stand out online. You likely have numerous competitors vying for customers in the online retail space. So, you need to use product descriptions to share what makes your items unique and why people should purchase from you.

Product description writing example: Primally Pure

Primally Pure is a 100% natural skincare company — and they do a great job incorporating USPs of toxin-free products in their descriptions.

How you can do it: Write product descriptions that demonstrate your USPs and share what makes your items better than others on the market.

8. Help shoppers envision using your products

If you want to sell more products, help shoppers envision themselves using your items. You might have the best products in the market, but if people can’t see themselves using your offerings, they won’t buy. Use your product descriptions to paint a picture for shoppers and show them what it’s like to own your products.

Product description writing example: Indy Brand Clothing

The next product description example comes from Indy Brand Clothing.

A bonus — it adds a layer of social proof that encourages people to buy.

How you can do it: Encourage customers to share photos using your products — and incorporate user-generated content into your descriptions.

9. Use videos to show products in action

You can use more than text to describe your products — and creative photos and videos show your products in action.

Product description writing example: Patagonia

How you can do it: Share informative, how-to videos that show your products in action — you don’t even need fancy equipment!

Write product descriptions that sell with WebFX!

Ready to start selling more online ?

Hopefully, you picked up some tips for how to write product a description that converts. If you need help leveling up your product descriptions, check out ecommerce SEO and content marketing services — and contact us to talk with an expert. We’d love to hear from you!

WebFX is a full-service marketing agency with 1,100+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more

Try our free Marketing Calculator

Craft a tailored online marketing strategy! Utilize our free Internet marketing calculator for a custom plan based on your location, reach, timeframe, and budget.

Table of Contents

• 1. Present Product Features As Benefits
• 2. Anticipate Pain Points
• 3. Show off Your Brand’s Personality
• 4. Incorporate Reviews and Social Proof
• 5. Use Emotive, Sensory Words
• 6. Make Your Descriptions Scannable
• 7. Highlight Unique Selling Points (USPs)
• 8. Help Shoppers Envision Using Your Products
• 9. Use Videos to Show Products in Action
• Write Product Descriptions That Sell with WebFX!

Share this article

Maximize Your Marketing ROI

Claim your free eBook packed with proven strategies to boost your marketing efforts.

What to read next

Related Resources

Marketing tips for niche industries.

• Start free trial

Start selling with Shopify today

Start your free trial with Shopify today—then use these resources to guide you through every step of the process.

How To Write a Product Description (Examples + Template)

Struggling to write compelling product descriptions for your store? Try these expert copywriting tips to inform, persuade, and boost your sales.

Ever dismissed product descriptions as unimportant? Assumed that as long as the information on your product page is accurate, you’re good to go? It’s time to think again.

Product descriptions are more than a summary of what you’re selling. Written correctly, they can boost your store’s conversion rate and make your products seem more valuable. The right words can even make customers happy to pay more.

Here’s how to make product descriptions work harder for your ecommerce business .

Let Shopify Magic write product descriptions for you

Ever wished a product description would write itself? With Shopify Magic—Shopify’s artificial intelligence tools designed for commerce—it will. Create product descriptions in seconds and get your products in front of shoppers faster than ever.

What is a product description?

A product description is a piece of marketing copywriting that tells people what a product is and why it’s worth buying. Beyond a list of product details or features, descriptions tell a story about what makes a product special and persuade customers to make a purchase.

Product descriptions can vary in length, style, and format, and may be written in a brand’s unique voice.

What makes a good product description?

A well-crafted product description can significantly impact sales, customer satisfaction, and brand reputation by performing a dual purpose:

• It informs customers about product details, such as its features, uses, and benefits. This helps customers understand what the product is and how it works.
• It convinces customers of the product’s value. This is where the persuasive power of a product description comes into play. It answers questions like, “What problem does a product solve?” and “What makes it better than the competition?”

By addressing these points, a good product description paints a clear picture of a product’s value proposition . It highlights the unique benefits and advantages that set a product apart from its competitors.

Good product descriptions move buyers through a sales funnel , turning them from interested browsers to motivated buyers, making them more likely to hit the Buy button.

How to write compelling product descriptions that sell

Many online stores list the features of their products and call it a day. While clear information about your items is important, you also need to tell people how a product can help them. 

Let’s look at how you can create descriptions that capture your product’s value:

• Speak to your ideal customer
• Highlight benefits, not features
• Avoid generic phrases
• Support superlatives with facts
• Feed customers’ imagination
• Tell your product’s story
• Use sensory language
• Add social proof
• Make descriptions scannable
• Set and measure KPIs

1. Speak to your ideal customer

When product descriptions are written with a broad audience in mind, they can become vague and fail to resonate.

To make your descriptions engaging, speak directly and personally to your target audience. Anticipate and answer product-related questions as if you were having a one-on-one conversation, using language and terminology that resonates with your ideal customer. That includes using the word "you."

Take a look at how The Oodie , an apparel retailer, harnesses this approach in the product description for its I Love Plants Oodie.

I Love Plants Oodie product description:

“Can’t stop buying plants? Unbeleafable. Don’t worry—us too! Cover yourself in your favourite obsession in our NEW I Love Plants Oodie! For every I Love Plants Oodie sold, one tree is planted across the world.”

When writing product descriptions for your ecommerce business, start by visualizing your ideal customer. What kind of tone do they appreciate? What vocabulary are they familiar with? Are there certain words they dislike? What questions might they have?

Think about how you would communicate with your ideal customer if you were selling your product face-to-face in a physical store. Then, try to incorporate that language into your ecommerce site. This approach can help create an online conversation that resonates more deeply with your customers, making them feel understood.

2. Highlight benefits, not features

While it’s natural to be excited about the unique features of your products, potential buyers are more interested in how these features will benefit them. They want to understand how your product will solve their problems or enhance their lives.

Writing an effective product description, therefore, requires highlighting the benefits of each feature—addressing any uncertainty or cognitive bias around the helpfulness of your product. A good example of this approach comes from Dr. Squatch , a company that sells natural soaps for men.

Pine Tar soap product description:

“Made with real pine extract, this all-star bar is as tough as a freshly cut bat. A true MVP of the shower, this heavy-hitter knocks out grime with its gritty composition and ultra-manly, woodsy scent. Toss in the exfoliating oatmeal and the super-soothing shea butter, and you’ve got a bullpen of natural ingredients that will strike out any stink.”

Dr. Squatch’s product page places the ingredients list of its Pine Tar soap on a hidden tab, choosing instead to lead with a description, which paints a vivid picture of the experience of using the product.

The description suggests that the soap performs its function (to clean) in a way that’s specifically suited to its target customer (men looking for a natural yet heavy-duty bathroom product). 

When writing product descriptions, consider the benefits of each product feature. How can your product make your customers’ lives better, easier, or more enjoyable? What problems does your product solve? Remember, you’re not selling a product; you’re selling an experience.

Dr. Squatch’s description also uses a brand-relevant extended metaphor (baseball) and overtly masculine adjectives (“tough,” “woodsy,” and “gritty”) to appeal to its target audience. Fine-tuning your copywriting in this way can help your product resonate.

3. Avoid generic phrases

When you’re unsure what to say about a product, writing descriptions can get challenging. It’s tempting to resort to general, overused phrases such as “effective” or “high quality.” However, clichés fail to impress potential buyers. They’ve heard these claims before, and they don’t provide unique or persuasive information about your product.

To avoid banalities, be as specific as possible in your copywriting.

Take Beardbrand , for example. Instead of making broad claims about the effectiveness of its products, it provides detailed reasons why its Best Sellers Bundle is so popular.

Beardbrand Best Sellers Bundle product description:

“ A do-it-all beard wash, hair shampoo, face wash, and body wash in a massive 14 oz. bottle. Formulated with hydrating, coconut-derived surfactants, this wash is gentle enough for your beard, hair, and face yet strong enough to wash everywhere else.

“Life is hard; soften up with this do-it-all beard and hair conditioner featuring an ultra-moisturizing punch of coconut oil and shea butter. Utility Softener doubles down as a hydrating shave lotion that helps reduce razor burn and irritation.

“An award-winning blend of jojoba, abyssinian, castor, and babassu oils makes Utility Oil the only oil you’ll ever need. Use this lightweight, moisturizing blend as a beard oil, hair oil, skin moisturizer, face serum, and pre/post-shave oil.

“Finish off your grooming routine with Styling Paste — a medium hold, satin finish styling aide for hair and beard. It locks in your look while leaving hair soft, flexible, and touchable for a natural, flowing, and reshapable style.”

Detailed descriptions like these serve multiple purposes. First, they add credibility to your products. By explaining the specific benefits of each product, you show potential customers that you know your products well and believe in their value.

Second, detailed descriptions help customers visualize how they’ll use the products. By painting a clear picture of the product experience, you help customers understand exactly what they’re buying and why it’s worth their investment.

Lastly, detailed product descriptions build trust. When you can speak with authority about the granular details of your products, customers are more likely to trust your brand.

💡 Once a product description has enticed a customer, Beardbrand uses a subscription model to generate recurring revenue from them.

4. Support superlatives with facts

Superlatives can sound insincere in product descriptions—unless they are substantiated with clear evidence. If you claim your product is the best, the easiest, or the most advanced, you need to provide specific reasons why.

An example of this product-writing technique can be seen in the product description for Casper’s Wave Hybrid Snow mattress .

Casper Wave Hybrid Snow mattress product description:

“Our most supportive mattress paired with Snow Technology for continuous cooling all night long. Here’s how The Wave Hybrid Snow unlocks your deepest and coolest night’s sleep—for even better tomorrows:

“Foam is divided into continuous ergonomic zones to provide maximum support and spinal alignment. Our most advanced solution to nighttime overheating keeps you 6° cooler all night.”

While Casper makes the bold claim that its product can unlock your deepest night’s sleep, it backs up the rhetoric with factual evidence. The product description explains how “Casper Labs testing” has verified mattress performance. Additionally, Casper offers a 100-day free trial period to show confidence in its product and allow customers to verify the claim for themselves.

If your product really is the best in its category, provide specific proof. Otherwise, tone down your product copy —or quote a customer who can provide a positive subjective opinion.

5. Feed customers’ imagination

Research proves that physically touching a product in a store can create feelings of ownership and increase the likelihood of a purchase.

So, how can you recreate that effect online, when your customers can’t physically interact with your products? High-quality product photography and videos can help—but there’s also a powerful ecommerce copywriting technique to increase desire: let your reader imagine what it would be like to own your product.

Notice how Todd Snyder applies aspirational content, in the form of a tagline and hero image, to promote its Spring clothing collection.

Clothing collection tagline:

“Dreaming of the Amalfi.”

Todd Snyder transports website visitors to the Amalfi Coast in Italy, a place associated with luxury, chill vibes, and classic style. The image helps link Todd Snyder’s clothing collection to the dreamy lifestyle you’d find in this famous Italian spot.

To practice this copywriting technique, start a paragraph with the word “Imagine” and finish it by explaining how your readers will feel when they own your product. Then, use what you’ve generated to write an aspirational tagline in your brand’s voice.

Let’s say you’re selling an espresso machine called the Barista Pro. First, you might create this imagined scenario:

Imagine stepping into your kitchen, the sun peeking through the windows. You pull a perfect cup of coffee from your Barista Pro and experience the rich aroma of a freshly brewed latte. You feel satisfied and energized.

From that scenario, you can craft a product tagline:

Start each day with an extra shot of joy.

6. Tell your product’s story

One effective way to create engaging product descriptions is to tell the story of your product. A well-crafted narrative can make your product more relatable and memorable, helping it stand out in a crowded marketplace.

A product’s story can include the inspiration behind its creation, the challenges faced during its development, or the impact it has had on customers since launch.

When crafting a product story, consider the following:

• What inspired the creation of the product?
• What challenges were faced during development?
• How does the product reflect your brand’s values or mission?
• What impact has the product had on customers’ lives?

7. Use sensory language

Sensory language refers to words that describe how we experience the world: how things taste, smell, look, feel, and sound. By using sensory words in your product descriptions, you can help customers imagine what it’s like to own your product.

When you use sensory language in your product descriptions, you’re not just making your products sound more appealing—you’re also engaging more of your customers’ brains. A recent study has shown that social media influencer posts can generate higher engagement when they contain sensory words like “crumble” and “juicy.”

Another study revealed that exposure to tactile verbs (e.g., “touch”) can prime your brain to react as if you’re actually touching an object.

When writing your own product descriptions, think about how your product engages the senses. Whether it’s the “crisp” sound of a new keyboard, the “smooth” feel of a luxury fabric, or the “bright” flavor of a fresh fruit, sensory language can make your product descriptions more engaging.

8. Add social proof

When potential customers are unsure about buying a product, they often look for advice from trusted sources. While you can provide reassurance through high-quality product descriptions and other on-page tactics, you can’t be a neutral third-party.

This is where customer reviews and industry testimonials come in. Social proof is the idea that people are influenced by others’ actions or opinions. Examples of social proof include a comments section, customer reviews, quotes from professional critics and review sites, or mentions from mainstream newspapers and industry magazines.

Athletic wear brand Gymshark includes detailed customer reviews on each product page. They go beyond a traditional star rating system by including six relevant and easily understandable review criteria, such as “comfort” and “squat proof.”

Asking customers to review specific product features is a simple, effective way to show that you understand what your customers care about.

If you don’t have enough customers to host an active review section, consider allocating some of your marketing budget to sponsored content about your product in a relevant, well-known publication.

At the very least, you can include images of people using your products to create the impression that your product is popular and trusted. Seeing others use and enjoy a product can reassure potential customers that they’re making a good choice.

9. Make descriptions scannable

Does your website design encourage visitors to read your product descriptions?

Consider how Kettle & Fire presents its product information. The brand uses eye-catching icons, simple dropdown tabs, and bullet points to make the content easy to scan.

Visitors can quickly scroll through the page and understand pricing, key benefits, ingredients, usage recommendations, customer reviews, and the brand’s values, all within a few seconds.

Kettle & Fire also organizes information based on what customers care about most. Different categories of information are separated by contrasting background colors, providing an instant visual guide.

Keeping your product descriptions clear and easy to scan makes them more reader-friendly and appealing to potential customers.

Here are some visual ideas to make your descriptions more scannable:

• Use headlines: Grab your visitor’s attention with compelling headlines.
• Use bullet points: Break up information into easy-to-read bullet points.
• Use white space: Don’t be afraid of white space. It can make your content easier to digest.
• Use a readable font size: Using a bigger font size can improve readability.
• Use high-quality product images: Well-designed and placed images can convey a lot of information quickly.

10. Set and measure KPIs

The aim of a product description is to convince a shopper to buy. But how can you tell if your descriptions are doing their job?

Here are some common key performance indicators to monitor on your product pages. They can indicate whether your product descriptions are working:

• Conversion rate tells you how many page visitors you converted into leads or customers.
• Cart abandonment rate shows how many shoppers put an item in their cart but left without buying. All stores deal with cart abandonment, but if this KPI is poor, your product descriptions and checkout process may need some work.
• Return rate highlights how many products are being returned . If it’s high, it could mean that your product descriptions or images aren’t accurately representing your products.
• Support inquiries . If you’re getting lots of questions about a product through email or a live chat feature, it could mean that the product description isn’t clear.
• Organic search engine rankings directly correlate with the amount of traffic entering your website. Good product descriptions help with search engine optimization and make your products show up in search results, leading to more visitors and sales.

Once you’ve picked which KPIs you want to watch, consider running some tests to see if you can optimize your product descriptions. A popular type of test used to iterate descriptions is A/B testing . This involves making a new version of your product description and serving it to a subset of your audience, allowing you to compare the performance of each version in real time.

You can run multiple A/B tests to fine-tune your product descriptions, until they are fully optimized for your KPIs. Try an app like OptiMonk to run tests on your Shopify store.

Product description template

Even if you’re using AI to write great product descriptions , you need to consider the features and benefits of each product individually. Every product serves different needs, and every set of potential customers has distinct buying triggers. 

That said, it’s possible to take a similar approach to writing product descriptions across your store, by developing a product description template containing open-ended prompts. 

Try developing a template with two sections: a brainstorming section followed by a draft description section.

Product description brainstorm

Answer these questions for each of your products to develop unique, relevant information that you can craft in to a product description:

• Who’s the ideal customer for this product? Knowing who your product is for is foundational to writing a good description.
• What are the products’ basic features? Collect dimensions, materials, functions, care instructions, and other factual details about the item.
• When should the product be used? List the intended use cases for your product. Highlight the ideal scenarios for when a customer should use your product.
• What makes the product special? Think about the unique benefits of your product and why it’s better than similar offerings from competitors. 

Product description draft

Once you’ve collected your product information in a document, use the following template to draft your product description.

• Write an attention-grabbing product title: Keep your copy short and simple while communicating a product use or benefit. For example, if you’re selling a patterned yoga t-shirt, you could call it the Fleck Studio Shirt.
• Craft a short paragraph: Turn your product information into an entertaining description that tells a clear story. For example, you could describe a scene in which your product is being used.
• Create a bulleted list: Add a section that lays out product features and materials.
• Include social proof: Deploy a product review app to capture customer reviews on your product page and integrate any customer feedback that already exists on search engines or social media platforms. 

Get your free ecommerce copywriting template

Want to write compelling copy that convinces your website visitors to click, sign up, or buy? Master high-conversion copywriting and increase your sales with our easy-to-follow framework.

Product descriptions are always worth the effort

Writing product descriptions for your online store isn’t about listing features. It’s a chance to connect with your target customers and show them exactly how a product fits into their lives.

Taking time to share your enthusiasm about a product’s backstory, design process, and thoughtful details proves you’re excited about your store’s items—making it more likely your customers will get excited, too.

Product description FAQ

How do you write a product description statement.

To write an effective product description, follow these steps:

• Know your audience: Understand who your ideal customer is and what they care about. Use language and terminology that resonates with them.
• Highlight benefits, not features: Explain how your product can solve a problem or enhance the customer’s life.
• Use sensory language: Describe how the product feels, smells, sounds, tastes, or looks to help customers imagine owning or using it.
• Tell a story: Share the inspiration behind the product or its impact on customers to make it more relatable and memorable.
• Avoid clichés: Be specific and avoid overused phrases.
• Include social proof: Add customer reviews or testimonials to build trust and credibility.
• Make it scannable: Use bullet points, subheadings, and white space to make the description easy to read.
• Include a call to action: Encourage customers to make a purchase or take the next step.

What is the purpose of a product description?

Product descriptions have two purposes: to inform and persuade potential customers. Product descriptions inform readers by detailing a product’s features, helping them understand use-cases and value. Simultaneously, they persuade readers by showcasing a product’s benefits and solutions, compelling them to purchase.

What needs to be in a product description?

A product description should clearly highlight the key features and benefits of your product to attract customers. You should make it engaging by using persuasive language that speaks directly to their needs and desires.

What is a good product description format?

A good product description starts with an attention-grabbing product title, followed by a brief paragraph telling a story about a product’s value. Next, include a bulleted list of product features and details for easy scanning. Add customer reviews for credibility, and finish with a compelling call to action .

Keep up with the latest from Shopify

Get free ecommerce tips, inspiration, and resources delivered directly to your inbox.

By entering your email, you agree to receive marketing emails from Shopify.

popular posts

The point of sale for every sale.

Subscribe to our blog and get free ecommerce tips, inspiration, and resources delivered directly to your inbox.

Unsubscribe anytime. By entering your email, you agree to receive marketing emails from Shopify.

Learn on the go. Try Shopify for free, and explore all the tools you need to start, run, and grow your business.

Try Shopify for free, no credit card required.

10 Examples of Product Descriptions That Sell

by Matt Secrist | Apr 19, 2023 | Content Marketing , Ecommerce | 0 comments

The best product descriptions give you the opportunity to interact with customers on a personal level. Great writing can create laughter, relate to experience or even touch hearts. These positive feelings are exactly what you want your customers to experience when reading your ecommerce copy because they motivate purchasing intent and brand loyalty.

The Way You Write a Product Description Makes a Difference

Well-written content makes shopping rewarding and fun for potential consumers. On top of that, though, the art of product writing can also have major benefits relating to organic search/SEO, lead generation and overall sales. Being able to weave keywords, popular search queries and related topics in product descriptions while also connecting to customers emotionally is the makeup of an e-commerce marketing genius.

Boosting your rankings on search engines and getting more traffic to your site ultimately will lead to more sales. Quality product description writing can do all that and more.

Amazing Product Description Examples

The 10 brands featured below have figured out how to write a product description that attracts their target audience, just like content writing agency professionals do. Learning the same lessons can help business owners know what it takes to deliver a spectacular online shopping experience.

1. Informative Content: DeWalt

To make purchasing decisions, people need information. An important reason consumers visit product pages is to learn more about features. Excellent product descriptions can help people find exactly what they’re looking for. The best product description writing focuses on who, what, why and how, though not necessarily in that order:

• What is the product?
• Who is it designed for?
• Why do customers need it?
• How can people use it?

Fluffy marketing copy just can’t compete with real information. Instead of trying to woo customers with fancy language, guide them to the right decision. This is exactly what DeWalt does when describing its 20V MAX XR cordless drill:

This DeWalt product description packs a lot of helpful information into a relatively compact paragraph. In a few sentences, DeWalt explains exactly why you’d want to buy this drill: It’s compact and lightweight, it fits in tight spaces, it has a long-lasting battery and it offers excellent performance. In less than 30 seconds, the reader already has a good idea if this product is the right fit.

How much info should you provide? That varies by product and target audience. To put it simply, the right amount of information is whatever your customers need to make a decision.

The DeWalt product description meets these needs in a smart way by using a separate section titled “Features & Specs.” Here the manufacturer mentions specific measurements and information about speed settings. Tabs are an excellent option for providing a lot of information without cluttering up the screen.

2. Clear Product Description Writing: REI

Most people enjoy content that is simple and to the point. You don’t need to write multiple paragraphs about a sweatshirt to convince people to buy it. In fact, trying to cram too much information into a description can have a negative effect.

Above the fold, limit yourself to one paragraph with two or three sentences. Some sales pages work wonders with a single powerfully worded phrase. Notice the simple yet immersive way REI describes a men’s rain jacket:

Outdoor adventure lovers discover the jacket of their dreams in one sentence. The words are easy to understand and express clear concepts. People who buy this coat get “complete storm protection,” but they can also move quickly because it’s incredibly lightweight. Many page visitors won’t even need to scroll down to decide whether or not to buy.

Of course, if consumers decide to look for more info, what they discover is just as clear and enticing as the main description. Thanks to smart bullet points and tabs, readers learn a lot quickly:

A professional copywriting agency understands that unless you’re selling replacement parts for manufacturing equipment, you must dial back on technical terminology. REI could have called the jacket “impervious to water” or “engineered for moisture protection,” but “complete storm protection” said the same thing in a clearer and more exciting way .

3. Expressive and Engaging Experiences: Joybird

The next step in creating product descriptions that shine is making them irresistible. Your content should focus on getting people involved . Engaging product descriptions show customers why a product is the solution they’ve been waiting for.

Joybird skillfully chooses to focus on what the customer will experience more than the features of its sectional. By addressing the reader as “you” and describing “dreamy comfort” and “room for everyone,” this product description gently nudges visitors toward imagining their own home with a plush sectional. The warm tones and laid-back accessories shown in the photo (who wouldn’t want to snuggle in that cozy throw?) add to the buyer’s excitement.

This appealing narrative continues a little further down the page. Instead of prioritizing a boring checklist of materials, Joybird highlights the moments families can share together with this piece: incredible movie nights, relaxing workdays and comfy afternoon naps.

Many e-commerce stores like to sell products by telling a story. A colorful T-shirt isn’t just a garment; it’s the mantle of a modern-day urban warrior who loves to take risks. Running shoes aren’t just for jogging; they’re an essential part of a healthy lifestyle tied to fresh veggies, relaxing spas and slim waistlines.

To deliver an immersive content experience , companies that offer product description writing services have an expressive vocabulary. Words such as “bold,” “elegant,” “eclectic” or “sophisticated” pack a powerful punch. These terms lead customers to associate products with a specific personality. If you describe clothing as “gritty,” “artistic” or “quirky,” members of your target audience who identify themselves with that lifestyle will feel attracted.

4. SEO-Optimization Lessons: Extreme Terrain

In today’s online marketplace, making a good impression with customers isn’t the only factor that counts. You also need to make sure your products appear to the right people during Google searches. This helps businesses attract new visitors and returning customers.

It’s true that high-quality content does wonders for search rankings, but you still need to keep traditional SEO elements in mind for product description writing. This includes keywords, title tags, image alt tags and meta descriptions. Long-tail keywords are usually more effective than generic terms such as “men’s shoes” or “cordless drills.”

One area where careful SEO is vital are replacement parts. Customers may know the make, model and part they want, but not where to purchase it online. Extreme Sports ensures a high ranking for its Jeep Wrangler parts by using keywords prominently and correctly .

There are several keywords included in this product’s heading and throughout the site. However, they don’t seem forced. To keep the title from being overwhelming, Extreme Sports wisely puts 10-18 Jeep Wrangler JK, an important long-tail keyword, in parenthesis. In the next section, these same keywords are repeated without feeling out of place. Notice the way that 2010-2018 Jeep Wrangler JK appears several times in different areas, including the description and bullet list:

In product description writing, where should you put specific keywords? An expert content writing agency will try to naturally include keywords in the page title, title tag, meta description and product description. If the keywords flow well, you can add them in bullet lists as well.

5. Visually Attractive Bullet Points: Nike

The visual layout of a product description is every bit as important as the writing style you use. One common mistake is to fill the screen with endless lines of text that take a long time to read. Instead, you want people to pick up on the key highlights of products in the first few seconds.

Instead of intimidating walls of text, create clear product descriptions that look bright and enticing. Including white space draws attention to things you want people to remember. Don’t use a paragraph to explain something that can be said in a few words — at least not above the fold. There’s plenty of room for more detail further down the page.

Nike is a superstar when it comes to balancing white space with impactful photos and clear descriptions. Its product description writing is attractive and exciting. This creates a sense of freedom and captures attention immediately:

Bullet lists are your friends when it comes to designing enticing descriptions that are easy to remember. They can express important selling points in a few words, motivating purchases right away. That way buyers can find the information they’re looking for quickly without having to wade through endless text.

When including additional details below the main description, separate the information using clear headings. This has the same effect as bullet points: it makes your content scannable . Nike does it just right with this shoe’s supplementary info:

Of course, it’s possible for bullet points and headings to be done incorrectly. If you try to include 10–15 points in a single list, you run the risk of overwhelming readers. Above the fold, stick to three or four bullets. In other areas, limit yourself to seven or eight max.

6. Expertly Branded Product Descriptions: Boardcave

No matter how many products you sell, each description should stay true to your brand message. Strong branding sets your products apart and tells customers about your core interests. This can create brand loyalty and make you feel relatable to your audience .

Two companies can sell the exact same pair of jeans but market them differently based on brand identity. One may appeal directly to teens who want to look chic while the other takes a family-friendly approach. Neither type of branding is right or wrong; they’re simply more effective based on the target audience.

Product descriptions need to follow your brand’s specific voice. An expert copywriting agency can add this type of personalized flair. Whether your company is vintage, modern, luxurious, hip, refined, playful or adventurous, product content and selected images should reflect that.

Boardcave has a brand voice with a strong surfer vibe. In addition to creating legendary surfboards, the company makes how-to videos for surfers and guides to the best breaks around Australia. It’s not surprising that their product descriptions use surf lingo and relaxed writing.

This paragraph for The Enduro even manages to ignore correct grammar and spelling with expressions such as “kinda.” For Boardcave, however, this is a perfect fit for branding. The description sounds less like a company trying to sell a product and more like a bunch of fellow surfers offering you advice on the best board to buy. If you build this kind of trust with your clients, they’re more likely to go to your website first for the things they need because they identify with your way of doing things.

7. Benefit-Oriented Product Descriptions: Williams Sonoma

One of the best ways to convince people to make a purchase is to show them exactly why they need your product. This involves providing information, but it goes further than that. The best product description writing services can convince people that specific items can improve their life in some way.

Where a basic description may describe a shoe’s materials and leave it at that, an effective piece revolving around benefits shows how the customer is involved. It may say something like, “This next-gen sole provides exceptional comfort for business executives who spend a lot of time traveling.” By showing why the shoe is awesome, suddenly frequent business travelers feel like they’ve discovered something designed specifically for them.

Williams Sonoma is a master of feature-oriented product description writing. Despite selling hundreds of different cookware products to professional chefs and casual cooks alike, the company guides visitors to the best fit using descriptive bullets that outline features and benefits. In the following example, notice the way technical elements are summed up in practical terms:

Instead of simply saying that the knives have 64 layers of steel Damascus and a powdered steel core, Williams Sonoma explains that this creates a “supersharp cutting edge” that’s inspired by “samurai sword-making techniques.”

Now readers can understand why the knife’s hefty price tag is totally worth it. The same thing happens when describing the moisture-resistant and resin-infused handles as “shaped for comfort and control.”

Stating that these knives are designed for “professional kitchens” not only has a great effect on expert chefs but also appeals to everyday cooking enthusiasts who dream of being professionals.

Copywriting agency pros also know that listing clear features can help people make a choice when a company sells several similar products. Williams Sonoma offers dozens of different knife sets, so bullet points showing the differences are important to help customers narrow down the list. The easier you make it for customers to find what they’re looking for, the more they enjoy the shopping experience.

8. Mobile Friendly E-Commerce Descriptions: Bliss

More people use mobile devices to shop than ever before. This includes primary purchasing activities, not just investigation . If you want to appeal to as many customers as possible, you have to make sure your product descriptions and sales pages look incredible on tablets and smartphones, in addition to laptops and smart TVs.

Content layout is very important for mobile optimization. Smartphone screens are smaller and oriented vertically, so you need to be careful that large paragraphs don’t end up encompassing the entire screen. That’s why bullet points are helpful for creating mobile-friendly descriptions. Natural skincare company Bliss does mobile exceptionally well:

On the primary screen, product descriptions simply include an attractive image, the name of the product, a single descriptive sentence and customer reviews. Very importantly, the “Add To Bag” button is featured prominently to direct shoppers to action. This is the essence of great mobile marketing. Your product description writing services may not need to include any written paragraphs or bullet points above the fold at all for mobile descriptions.

Bliss uses this product’s second page to focus on four key ingredients and their benefits. These aren’t the only ingredients in the formulation, but the company doesn’t want to crowd the page with too much information. Wisely, Bliss uses a link called “See Full Ingredient List” for customers who want to learn more. The page also has accordions for further details.

Many e-commerce businesses rely on product description writing with an accordion layout to appeal to mobile customers. Below the fold, sections such as “Product Features,” “Shipping Information,” “Frequently Asked Questions” and “Additional Details” are neatly folded up on the screen. This way users can navigate easily around the page and still have access to extra information if they need it.

9. Image-Rich Product Pages: GoPro

Pictures can say more to customers than all the words in the world. Images are an essential part of e-commerce , and no product description is really complete without one or more picture. GoPro uses the power of images masterfully to promote a certain lifestyle with its products:

This image gets visitors’ blood pumping far more than bullet points ever could. Before reading a single word, target customers already feel connected to the product subconsciously. They can sense that the HERO7 Silver is cool, rugged and intense, and they start to secretly hope that they can afford it. A side benefit to this awesome image is the way it pairs well with mobile since not much text is needed to deliver the message.

Here are a few benefits of pairing well-written content with high-quality images:

• Visualization: The reason car dealerships encourage people to take test drives is that putting potential owners in the driver’s seat has a positive effect on purchasing intent. As the person imagines driving the luxury automobile in different situations, an inner desire to buy starts to grow. Attractive images in product descriptions have the same effect.
• Motivation: According to one Harvard professor, 95% of purchases are subconscious . They’re based primarily on emotional reactions rather than logical reasoning. Knowing how to write a product description with expressive images helps promote a desired lifestyle. For example, a photo of a family laughing around a patio fire pit provides a carefully chosen message: Buy this incredible fire pit, and your family will be happier and more relaxed.
• Information: In brick-and-mortar stores, customers like to look at items or try them on. In e-commerce, images allow buyers to interact with products in a similar way. When selling clothing, it’s a good idea to include several photos taken from different angles or a product video.
• Excitement: The right images make products look more exciting. This is why mountain bikes and SUVs are often pictured in extreme locations. To highlight the incredible luxury of a piece of furniture, sellers may use a Mediterranean backdrop, for example. Words could never have the same effect.

Choose high-quality images. They speak to your company’s expertise and quality. A great image with simple text can be more effective than a poorly lit image with ample descriptive information.

10. Audience-Centric Writing Styles: Supreme

You have a lot of freedom for creating product descriptions that attract your target customers. For the most part, there are no hard and fast rules for appealing to people . If your numbers show a marketing strategy works, that’s all that matters.

Some websites love to take risks in designing product descriptions that are humorous or downright weird. This type of content probably wouldn’t work for a prestigious Parisian fashion designer, but it appeals to people with the same sense of humor or style. In a way, this follows the concept of “When in Rome, do as the Romans do.”

That’s exactly what streetwear clothing company Supreme does with its product description writing. A typewriter font so small it’s hard to read? Check. The brand also opts for sentence fragments instead of description wordplay.

This type of description apparently works well for the skateboarders and celebrities who shop from Supreme; countless sold-out products prove it. The brand went from a small NYC shop in 1994 to a business valued at $1 billion in 2017. Just like the business, Supreme’s product descriptions blend grit and urban culture with chic elements and exclusive style.

What can businesses learn? If your primary customers are trendsetters who think outside the box, it can be a great idea to push the envelope with your descriptions. If you’re marketing bridal dresses for traditional weddings, on the other hand, you would probably choose language that is elegant and formal.

This factor also comes into play when deciding how much information to include in the description. For example, a laptop designed for office use may focus mainly on the hard drive, processor, memory, screen and software included, as well as price. On the other hand, a gaming laptop is designed for an audience interested in maximum performance. A description with far more technical information is completely appropriate in this case.

How To Write a Product Description

Whether you’re selling to families, travelers or college grads, it pays to know your audience before you write a single word. Things such as brand voice and target audience should drive every piece of content. At the same time, make sure to follow the best practices for product description writing:

• Keep it simple
• Use bullet points
• Separate information using headers
• Choose expressive words
• Ditch tired marketing phrases in favor of helpful information
• Write simple sentences everyone can understand
• Get customers involved in the story
• Answer the questions people have

Invest in Product Description Writing Today!

If you need additional pointers when it comes to product description writing, contact our experts at BKA Content. We have extensive experience creating product descriptions that move people to action. Our team is made up of many different content professionals, but we always speak using the customer’s distinctive brand voice.

• Recent Posts

• How To Use Keywords in Your Content for SEO - May 20, 2024
• Creating Google-Friendly Content - December 31, 2023
• Which Type of Content Brings In the Most Traffic? - December 28, 2023
• Company Culture
• Health Care
• Real Estate
• Social Media
• Writing Tips
• Miscellaneous

Get A FREE SEO Content Audit!

Increase rankings & traffic with a custom SEO content strategy!

Privacy Overview

eCommerce Automation

Spark Shipping Blog

How to write a product description (examples + templates).

What persuades you to buy a product? If you’re shopping at a brick-and-mortar store, it might be the quality of the material or (if you’re being honest) really cool packaging. 

But what about online shopping? 

Things are different for an online business, where shoppers can’t physically interact, feel, or see your product in person. Instead, they look for compelling product descriptions to make sure your wares fit their needs. 

The downside is that most eCommerce suppliers won’t give you complete or high-quality product descriptions, which can reduce sales and hurt your chances of converting website visitors into loyal customers. 

Your supplier can fill in some of the gaps, but as the online store owner, it’s up to you to master the art of effective product description writing. 

In this comprehensive guide, we’ll provide countless product description examples and a product description template to help you write your own product descriptions. 

What Are Product Descriptions and Why Should I Optimize Them?

Product descriptions are detailed explanations of a product's features, benefits, and uses. 

These descriptions are an incredibly important feature of any website because customers rely on creative product descriptions to understand what they're buying.

A product description is usually a short paragraph that lives on product pages to inform potential customers about what you’re selling. 

After all, you can’t just upload a picture to a website and expect people to buy something without more information. 

Effective product descriptions do more than just list technical details. They tell a story that resonates with your ideal customer, addressing their pain points while highlighting the product’s benefits and encouraging customers to shop.

Sure, you could use the readymade product descriptions provided by your supplier, but you would miss out on the benefits of writing unique, higher-quality descriptions. 

It takes a little extra time, but writing compelling product descriptions will: 

• Increase conversions: Well-crafted product descriptions can persuade customers to make a purchase by clearly conveying the product's features and benefits.
• Improve search engine optimization (SEO): Optimizing your product descriptions with relevant keywords helps your eCommerce store rank higher in search , driving more website visitors to your site.
• Improve the user experience: Detailed and engaging product descriptions improve the overall user experience by providing all the relevant information that potential buyers need to make an informed purchase decision.
• Build brand trust: Consistent and high-quality product descriptions reflect your brand's voice and establish trust with your customers.

You don’t have to write everything yourself, either. Later in the guide, we’ll show you how to effectively use AI writing tools like ChatGPT to speed up the description writing process. 

How To Write Compelling Product Descriptions—With Examples

The quality of your product descriptions can make or break your business. 

By gathering detailed data and understanding the needs of your target customer, you can craft persuasive product descriptions that highlight the features and benefits. 

Follow these tips—along with real-life product description examples—to reenergize your product's story.

Gather Factual Data First

eCommerce suppliers are in business to provide you with products—not to write cool stories about spatulas or sneakers. 

As the dropshipper, it’s your job to write great product descriptions that seal the deal with a potential customer. 

Suppliers’ details might cover the basics, but they leave a lot of gaps you’ll need to fill in to create a more detailed product description. 

A little creative Googling will fill in some of the blanks, but you can also use a service like Etilize to gather more technical details and features.

It’s a paid service, but it speeds up sourcing titles, images, technical specs, and other digital assets in just a few clicks. We’d say it’s well worth the money, especially if it means you don’t have to spend hours Googling for each product in your store. 

Mattress company Hyphen does a great job of highlighting their product’s specs. 

They use a bold red font to clarify any differences between products and use short, bulleted text to put their product features front and center. 

Remember Your Audience

Every online store caters to a different type of shopper. When you write product descriptions, keep your target customers in mind. 

Understand who they are, what they care about, and how your product fits into their lives. A well-crafted product description speaks directly to your ideal customer, addressing their needs and showcasing how your product can solve their problems.

iRobot excels at writing for its target audience. It leans heavily into time- and hassle-saving features like hands-free operation, automation, and auto-fill docks. 

Understanding the biggest pain points of your buyer persona makes it much easier to write a product description that leads with the product benefits customers most want to see.

Jazz up Your Formatting and Tone

Some eCommerce stores go overboard and write incredibly long, dry descriptions that nobody wants to read. This won’t get you any bonus points for SEO, especially if shoppers skip right over your text and bounce from your website. 

Good product descriptions balance product feature information with fun, interesting content that’s an experience all by itself. 

There’s no need to be stuffy or formal here. Follow these tips to write elevated descriptions shoppers actually want to read: 

• Use bold text to emphasize important features and benefits to help draw the reader's attention to what really matters
• List product features in bullet points for scannability
• Write in a casual tone—a little humor is great, too! If you have trouble writing casually, use voice-to-text to write how you speak

Incorporating persuasive language and sensory language also makes your product descriptions informative and engaging. 

For example, this description is okay, but it doesn’t make you want to buy the product: “This high-performance blender has a 1200-watt motor, stainless steel blades, and a self-cleaning function."

But this version, which uses a few well-placed power words, will definitely turn more heads: "Ready to elevate your kitchen game? Our high-performance blender is here to help! With a powerful 1200-watt motor and razor-sharp stainless steel blades, you can blend anything from smoothies to soups with ease. It also has a self-cleaning function—because who has time for extra dishes?"

See the difference? This approach not only captures the attention of your target audience but also keeps them interested, ultimately leading to more sales.

Tech gear company Skullcandy is a pro at writing engaging, eye-catching product descriptions that compel you to keep reading. 

Their written descriptions are short and sweet and packed with plenty of personality. Instead of bullet points, the brand uses icons to call out product features, which are definitely more eye-catching. 

Lead With the Benefits

Every time a shopper visits your website, they’re thinking, “What’s in it for me?” 

Rattling off a list of product features might work for dedicated shoppers who already know what they want, but you’re in the business of persuading shoppers with great product descriptions. 

Lean into how the product improves the customer’s life. For example, “This water bottle is made from BPA-free plastic and has a 32-ounce capacity,” doesn’t really imply what the buyer gets from buying a BPA-free product.

This product description emphasizes the benefits, making it clear how the customer wins when they buy from you: "Stay hydrated all day with our eco-friendly, BPA-free water bottle! With its generous 32-ounce capacity, you’ll have plenty of water to keep you refreshed and energized, whether you’re at the gym, office, or on the go. Plus, the durable design means it’s built to last, no matter where your adventures take you."

Perfect Keto's website is a great example of leading with the benefits. The health-conscious brand writes a description that starts with "Get the protein your body needs," which gets directly to the product's benefits. 

The entire product description leans heavily on the benefits, ranging from mental clarity to gut health, so customers don't have to wonder what they'll get from buying this product.

Add Multimedia 

Product descriptions are incredibly important, but they can’t work alone. 

Every product description needs its sidekick: images and video. Multimedia clarifies product descriptions and says what text alone just can’t convey.

A picture is worth a thousand words, and in the case of online stores, product images and videos can significantly boost engagement and sales.

High-quality photos, 360-degree views, and demo videos help potential customers better understand your product and visualize how it fits into their lives.

Instead of just describing your product, show it in action. Use a mix of high-quality product images and videos to provide a comprehensive view. Highlight different angles, close-ups of important features, and the product being used in real-life situations.

The Cocofloss site does multimedia right. The product pages use plenty of bright colors and fun photos to get shoppers excited about something as mundane as floss—which isn’t easy! 

Cocofloss also includes macro images of their floss and uses images with larger text to highlight why their product is superior to anything else on the market. 

Build Trust

Online shoppers can’t touch your product and experience its quality firsthand. 

Quality product descriptions and multimedia will build a lot of trust, but in some cases, that might not be enough to bridge the gap and persuade potential customers to convert. 

Every product description needs some kind of trust-builder. This includes: 

• Certifications or awards
• Social proof like testimonials and reviews
• Trust badges

A little extra proof of quality goes a long way, so include these trust signals in both the product description and, if relevant, your product page multimedia. 

For example, Solo Stove’s eCommerce site is full of trust-builders. Every product page includes customer reviews, plus icons highlighting the brand’s lifetime warranty, free shipping, and free returns. 

Don’t Forget About Search Engines

Product descriptions should cater to your customers first. But you can’t just write copy for human readers. 

Search engine crawlers will read this content and use it to determine your eCommerce site visibility, so writing for Google is a must. 

eCommerce SEO writing is a complex discipline, but these rules of thumb will help you go far.

Integrate Keywords

Use keywords naturally in your product descriptions. These are the search terms your potential customers use when looking for products similar to yours. 

Tools like Google Keyword Planner, SEMrush, and Ahrefs can help you find the best keywords to target.

Optimize Your Title Tags and Meta Descriptions

Ensure your product titles and meta descriptions include relevant keywords. This optimization helps improve your search engine rankings and increases the likelihood of users clicking through to your site.

Highlight Features and Benefits

Search engines favor detailed, informative, and concise content. Focus on features and benefits to quickly show search crawlers why your site should be the go-to choice for their users. 

Include High-Quality Product Images

Search engines also index images, so use high-quality product images with descriptive alt text that includes relevant keywords.

Cat litter company PrettyLitter is a great example of combining shopper-focused copy with an SEO-optimized product description. The subscription page includes relevant, helpful frequently asked questions (FAQ) that real shoppers would want to know.

It doesn’t hurt that search engines love pulling content from FAQ sections for Featured Snippets, making PrettyLitter much more likely to rank highly in search for these terms. 

Our Four Favorite Product Description Templates

You’ll learn a lot about writing product descriptions from checking out other eCommerce sites, but even then, a template will save you a lot of time. Try these templates to speed up the writing process. 

For Electronics

Experience the future of [Product Category] with our cutting-edge [Product Name]. This innovative device features a powerful [Key Feature 1] and an advanced [Key Feature 2], ensuring you get the best performance every time. Designed with your convenience in mind, it includes [Additional Features] that make it perfect for both personal and professional use. Plus, its sleek design and [Key Benefit] guarantee it will seamlessly fit into your lifestyle.

Key Features:

• [List all features]

Why You'll Love It:

• [List benefits]

Specifications:

• [Put less interesting technical information here]

[Insert customer reviews]

For Clothing or Apparel

Elevate your wardrobe with the [Product Name], the perfect blend of style and comfort. Crafted from [Material], this [Type of Clothing] offers a soft, luxurious feel against your skin. Its [Key Feature] and [Design Element] ensure a flattering fit for any occasion, whether you're dressing up for a night out or keeping it casual.

Size and Fit:

• Model is wearing size [Size] and is [Height]/[Weight]
• Available in sizes [Size Range]

For Beauty Products

Indulge in the ultimate self-care with [Product Name]. Formulated with [Key Ingredients], this [Type of Product] provides deep nourishment and rejuvenation for your [Skin/Hair Type]. Its unique blend of [Additional Ingredients] ensures long-lasting results, leaving you feeling refreshed and radiant.

How to Use:

• [List instructions]

For Food and Beverage

Savor the delicious taste of [Product Name], crafted with the finest [Key Ingredients] to ensure every bite is a delight. This [Type of Food/Beverage] is perfect for [Occasion/Use], offering a burst of flavor that’s both satisfying and nutritious. Whether enjoyed on its own or paired with your favorite dishes, it’s sure to become a staple in your kitchen.

• [List what makes this food item different]

[Insert nutritional information]

Tips for Writing Product Descriptions With AI

Whether you’ve used it to write tactful emails or to generate business ideas, artificial intelligence (AI) is an incredible tool. 

Plenty of eCommerce store owners rely on AI writing tools to generate product descriptions, but AI alone isn’t the answer. 

You have to know how to prompt the AI to write product descriptions and double-check what it produces. 

In the right hands, AI is an incredible time-saving tool, but it can’t replace humans. Follow these tips to enjoy the time-saving benefits of AI without hurting the quality of your product descriptions. 

Choose the Right AI Tool

AI tools are everywhere right now, so you have your pick of the litter. Some popular options include ChatGPT , Jasper , Writesonic , and Copy.ai . 

These tools use advanced natural language processing to generate human-like text based on the inputs you provide.

ChatGPT is arguably the most diverse and affordable option, but it isn’t perfect. Some eCommerce stores prefer solutions like Jasper because it gets used to your writing style and tone over time. 

If you aren’t sure which option to choose, sign up for a few trials and see which AI tool generates the best product descriptions for your store. 

Master Prompting

Remember, AI is a tool. It can’t read your mind and it certainly isn’t a replacement for higher level human thought. 

It’s your responsibility to provide AI tools with prompts that generate the right results. If the result seems off, there’s likely an issue with your prompt. 

Practice makes perfect, but these quick prompt examples are a great starting point: 

• "Create a product description for a mid-century modern sofa. Highlight its stylish design, comfortable cushions, and durable fabric. Use a sophisticated and welcoming tone."
• "Create a product description for a gourmet dark chocolate bar. Mention its high cocoa content, rich flavor, and ethically sourced ingredients. Use a decadent and indulgent tone."
• "Create a product description for an anti-aging face serum. Emphasize its key ingredients like hyaluronic acid and vitamin C, and its benefits such as reducing wrinkles and hydrating the skin. Use a luxurious and reassuring tone."

As you can see, these prompts still lack specific product details, like technical specs. If you don’t want AI to fill in these details (or make something up), give it as much information as possible. 

You can also provide the chatbot with your supplier’s description and ask it to rewrite the copy. Ideally, you should ask it to bring in additional information to build on what your supplier provided. 

Here’s an example: “ I own an eCommerce store. My supplier gave me this product description, but it lacks detail. Please rewrite the copy to be in my brand voice and source relevant product details to expand on what the supplier provided. ” 

Don’t be afraid to tell the chatbot to rewrite something if it doesn't work out the first time. Once you figure out how to get what you want out of an AI, you’ll know exactly how to prompt it for future product descriptions, saving more time in the long run. 

Proof Everything

You’re using AI to save time, but you can’t trust the robots to write everything for you. AI is notorious for making stuff up, which could have terrible consequences for your business. 

Think of AI as your assistant. Ask it to write everything but you still need to read through the product description to ensure it makes sense, matches your brand tone, and is error-free.

It takes more time to double-check AI-written copy, but it’s still faster than writing from scratch—and safer than allowing the chatbot to say whatever it wants. 

Jumpstart Your eCommerce Site With Spark Shipping

Writing product descriptions is an art that blends creativity, factual data, and optimization in one. 

By understanding your ideal customer and highlighting the benefits, you can craft detailed product descriptions that not only inform but also engage and persuade your potential customers.

Check out a few product description examples before you start writing your own. AI tools are also helpful for quickly generating text, but remember that they can’t replace your own expertise.

Ultimately, well-crafted, high-converting product pages are crucial for the success of any eCommerce business. 

Whether you’re writing descriptions yourself or leaning on AI to do the heavy lifting, this content is key to boosting sales in a competitive space. 

You don’t have to manage your store alone, either. Spark Shipping’s automation solutions make it easy to manage supplier integrations, tracking information, pricing automation, and much more.  

Request a demo now to see how Spark Shipping scales eCommerce stores into retail giants. 

Automate your eCommerce business

Want to stop wasting your time, automating your ecommerce business today....

Popular Posts

Posts by topic.

• Dropshipping (5)
• Dropship Suppliers (3)
• Amazon Seller Central (2)
• Conversion Rate Optimization (2)
• Dropshipping Products (2)
• Order Management (2)
• Pricing Strategy (2)
• Vendor Product Catalog (2)
• Dean Soto (1)
• Dropshipping Automation (1)
• Feature Announcement (1)
• Online Empire Academy (1)
• Product Optimization (1)
• Shipping (1)
• referral marketing (1)

Subscribe to our blog

Amazon listing optimization — 6 advanced strategies, the vendor product catalog is out of beta 🎉, the shopify product api guide for developers.

• Customer Success
• Knowledge Base
• Product Updates
• What Is PXM?
• PXM for Brands

Lead the digital shelf with Product Experience Management (PXM).

• PXM for Retailers

Source supplier product content efficiently and at scale with PXM.

• What Is the Digital Shelf?

Learn about the digital shelf, including strategies for winning sales.

Build Winning Shopping Experiences

Learn how to engage and convert more shoppers with these winning tips.

Centralize all your product content, no matter where it lives.

Connect across the digital shelf to deliver engaging product experiences.

Automate manual processes to improve efficiency and accuracy.

For Retailers

Accelerate your retail suppliers and product data onboarding.

Ensure up-to-date product data is always available to your customers.

Gain the freedom to scale your business with automation.

• PXM Product Experience Management

Manage all product content in one central system of record.

Easily syndicate product content to every consumer touch point.

• Enhanced Content

Enrich product pages with below-the-fold content and rich media.

• Catalog Sites

Share secure, on-brand, and always up-to-date digital product catalogs.

Enhance collaboration with Salsify’s automated workflow engine.

Activation Insights

Continuously optimize your organization’s product content syndication.

• GDSN Data Pool

Synchronize standard supply chain, marketing, and ecommerce attributes globally.

• PXM Platform, Integrations, and APIs

Integrate the PXM platform with the rest of your enterprise systems architecture.

SXM Supplier Experience Management

• Supplier Onboarding

Accelerate supplier onboarding while ensuring your schema requirements are met.

• Product Listing

Sell products faster with Product Listing.

• Content Enrichment

Increase online conversions with Content Enrichment.

Save time and increase operational efficiency with retail automation.

• SXM Platform, Integrations, and APIs

Integrate the SXM platform with the rest of your enterprise systems architecture.

PXM Network

Activation Network

Automate how you exchange product content data to the digital shelf.

• Enhanced Content Network

Turn product pages into product experiences with Enhanced Content.

Ecommerce Platform Integrations

Create winning product experiences on owned sites with powerful ecommerce software.

• Open Catalog

Connect to the digital shelf faster with an open, standardized, and free product catalog.

• Solution Partners
• Find a Solution Partner

Learn more about Salsify solution partners.

• Become a Solution Partner

Learn how to become a Salsify solution partner.

• Technology Partners
• Find a Technology Partner

Learn more about Salsify technology partners.

• Become a Technology Partner

Learn how to become a Salsify technology partner.

• Resource Library

Explore our ecommerce resources to get everything you need to win on the digital shelf.

Read our blog to get actionable insights for navigating changing markets and industry demands.

Watch our on-demand ecommerce webinars to gain expert advice and tips from our community of industry leaders.

• Engineering Blog

Explore our engineering blog to get developer resources, insights, and tips.

Register for our upcoming in-person and virtual events to connect with other industry insiders.

Investigate our knowledge base to build your Salsify skills and understanding.

Explore the latest news and updates for Salsify products.

Examine our comprehensive API and webhook guides to start working with Salsify quickly.

2024 Consumer Research: The Modern Buying Journey

Download Salsify's report to get insights into the latest trends and consumer behaviors.

• Syndication
• Automation and AI
• Digital Shelf Analytics
• Grocery Accelerator
• PXM App Center
• Syndication Network
• Commerce Platform Integrations

7 Excellent Product Description Writing Examples

Customers rely heavily on product descriptions to make online purchase decisions. If they understand how a product solves their problems and aligns with their values, they’ll buy.

If they don’t like your product content, they’ll switch to another option. Because of that,  well-written product descriptions increasingly become crucial to ecommerce success .  

Here are seven excellent product description writing examples from top companies that will teach you how to create high-converting product descriptions of your own.

1. Califia Farms

Califia Farms  sells a wide variety of dairy-free creamers, probiotic yogurt, and cold-brew coffee. Their  product detail pages (PDPs) give customers all the essential information  they need when shopping for plant-based, dairy-free milk, including nutrition facts, ingredients, and recipes.

For example, the brand uses badges to present the benefits of their original barista blend above the fold, which is great for catching shoppers’ attention the moment they land on the page.  

When writing product descriptions, think about what your target customers want and how your product meets their expectations. Then, make those pieces of information as noticeable as possible on product pages.

Revlon  is another excellent example of providing detailed descriptions on product detail pages. On each page, the brand shows a short but solid product description and uses bullet points to showcase the benefits. 

Notice how Revlon’s product description is written — it gets to the point quickly. The brand also uses sensory words like glossy, iridescent, and luminous to dazzle customers while reading the description. 

3. Cracker Barrel 

Letting customers know when they’ll get their order from the get-go is an effective strategy to keep their expectations under control, improve the shopping experience, and demonstrate transparency. 

Cracker Barrel  does a great job of applying this strategy. For example, Cracker Barrel’s product page provides a detailed table of shipping information, including delivery times and shipping costs.

You can start applying this strategy by collecting shipping information from your delivery service providers. 

To ensure the information is accurate and up to date,  implement a product information management (PIM) system to centralize your source of truth , making it easier for you to track, edit, and update content at any time. 

4. Nintendo

Brands that use enhanced content see  15% higher conversion rates . Enhanced content refers to visuals that go beyond traditional product photos — for example, lifestyle images, videos, and 360 spins. 

Enhanced content allows customers to get a better sense of whether or not your product is the right fit for them, which helps reduce product returns and increase conversion rates. 

By embedding video in your product page as Nintendo does, you can help facilitate the buying journey and get more purchases.

Clorox also understands and addresses customer concerns by providing answers to frequently asked questions (FAQs). 

Site-authored FAQs are helpful to keep product descriptions short while giving customers the self-service they want — they can find answers to common questions without reaching out to you.  

6. McCormick

McCormick makes their Q&A section user-friendly. Here a customer can use the search tool to find answers to their question. Or, they can click Ask a Question to share their problems, which can be solved by the brand or other customers.

According to  Baymard , a community-driven Q&A is valuable because it can “reveal questions that the site’s copywriter didn’t necessarily think of when writing the product description and FAQ section.” It also helps increase the credibility of product claims as the answers can be contributed by actual customers. 

Reviews are essential for establishing trust on the digital shelf. According to  PowerReviews , reviews and ratings are the second most impactful factor in holiday purchase decisions. Approximately 71% of consumers said reading reviews influences what gifts they buy for others, and 68% indicate this content determines what they shop for themselves during the holidays.

Many brands like Levi’s successfully take advantage of this content to increase consumers’ buying confidence in their website. 

On the product page , Levi’s allows customers to leave reviews and find reviewers like them using filters. They even let customers search for negative feedback, which helps make their good reviews look more authentic and increase brand trust. 

Product Description Writing Example Pro Tip 1

Apart from adding authentic content to your product page and increasing purchase confidence, this technique is also useful to drive engagement and new following to your Instagram account. 

Product Description Writing Example Pro Tip 2

PowerReviews and Northwestern’s  research found that reviews from verified buyers have 6.5% more “pros” tags and 50% fewer “cons” tags on average than anonymous reviews. This proves that reviews from verified customers are more positive than those from anonymous ones.

Time to Revamp Your Product Descriptions

Product descriptions are what customers use to determine if your products suit their needs and expectations —  they’re the lifeblood of your digital shelf . 

These seven product content examples offer excellent tips and tricks for creating engaging, structured product descriptions. 

Convert Consumers With Excellent Product Descriptions

Your product descriptions should exceed customer expectations. Download this template to learn how to ensure customers have everything they need to feel comfortable clicking the buy button.

Written by: Lavender Nguyen

Recent posts, how to navigate common challenges in joint business planning for ecommerce success, ecommerce budget planning: budget allocation across channels and activities, exploring pim vs. pxm solutions expert tips for choosing the best option, subscribe to the below the fold newsletter.

Standing out on the digital shelf starts with access to the latest industry content. Subscribe to Below the Fold, our monthly content newsletter, and join other commerce leaders.

• Retail Partners
• Executive Team
• Digital Shelf Institute
• Request Demo
• Salsify Blog
• What Is a PIM Solution?

This website uses cookies

Our website, platform and/or any sub domains use cookies to understand how you use our services, and to improve both your experience and our marketing relevance.

Dominate Online. For Less.

For 4 Months & 40 Free Migrations

12 Product Description Examples to Follow in 2023

Updated on February 16, 2023

In this blog, we will discuss some of the best product description examples, so you can boost your conversion rates in 2023.

Most product descriptions have a terrible copy. This is because most people don’t understand how product descriptions make a huge impact on online sales.

The Nielsen Norman Group conducted an ecommerce study, which made it quite clear that 20% of unsuccessful purchases are because of a lack of product descriptions.

Let’s understand what a product description really means before we get to talk about the best product description examples that you can take inspiration from.

• What Is a Production Description?

What Does a Bad Example of Product Description Look Like?

• Focus on Your Target Audience
• Short Words, Short Sentences, Short Paragraphs
• Focus on Benefits to Compel Readers to Make the Purchase
• Your Product Description Should Reflect Your Brand’s Tone
• Incorporate Motivational & Persuasive Words
• Optimize for Search Engines
• Talk Like a Friend
• Describe the Little Things
• Incorporate Humor in Your Writing
• Keep it Simple
• Add a bit of Sass
• Break Information in Chunks

Summing It All Up

What is a product description.

A product description is a copy on your product page that is used to explain the features and benefits of your product. It successfully answers all the questions your customers might have, including product detail and information not otherwise evident through product images and videos.

The length of the product description varies from product to product. The more information you include in your product description copy, the better the chances your customers would purchase the product.

How to Write Product Descriptions That Convert?

Enter your email address to get our product description formulae swipe file and begin writing convincing product descriptions that increase sales!

Your Swipe File is on it’s Way to Your Inbox.

In this guide, I will cover a number of ecommerce product description examples and ideas that will help you convert your leads into customers.

But before that, it is also important to have an idea about what a bad product description looks like.

Contrary to popular belief, a creative product description has got nothing to do with the length of tech or the fancy words.

The aim is to evoke your audience’s interest and let them know exactly what your product is all about.

A bad product description lacks the following important aspects:

• An explanation of what the product does
• Why should the consumer buy it
• What is the product made of

Take this product description example of “Calvin Klein” sweater on Amazon, for instance:

How would you know what the product is all about?

The heading “Calvin Klein Men’s 1/4 Zip Sweater” is not enough to tell the customers about the product.

And why would you buy a product without having any idea about its material, dimensions, and more. It is not appropriate when it comes to ecommerce SEO either. People would hardly search for “Calvin Klein Men’s 1/4 Zip Sweater” on Amazon. They are likely to search for something like “men’s grey full-sleeves sweater.” And this product would unlikely to ever come up in Amazon search if you search using these keywords.

Here’s an Effective Product Description Example

Let’s take another example that is likely to perform better and convert more customers.

In the example above, you can see that the product name, as well as the description, perfectly communicates all the important elements of this product.

That fact is that even this product description falls flat when it comes to persuading your customers to hit the “Buy” button.

That’s why I have rounded up some amazing tips below to write winning ecommerce product descriptions.

Load Your Ecommerce Store Under 1 Second

Enhance your website’s speed by switching to the Cloud. Our managed ecommerce hosting solution offers advanced cache that enhance store operations and performance.

12 Best Ecommerce Product Description Examples To Learn From

There are plenty of ways you can improve your ecommerce conversion rate. I’ll be highlighting 11 best ecommerce product description examples that will significantly change your sales numbers.

1. Focus on Your Target Audience

The core idea is to write your blog posts keeping your target audience in focus, writing product descriptions is no different.

If you don’t keep a laser-targeted audience in focus, then your product description will turn out to be wishy-washy. And in the end, you would be addressing no one at all.

A great product description always talks about the buyer first and then articulate the specifications. It also addresses its target audience directly using the pronoun YOU.

Have a look at one of these product description examples below:

Here you can see nothing but the title, product quantity, and its rating.

The website visitor is now intrigued and will definitely skim down to look at the product description.

Here’s its description:

This brand does a great job of piquing their audience’s interest and focusing on their problem. On top of that, they give important details about how to use it and what will be the benefits ensued after using the product. This falls under the ideal examples of product descriptions for your ecommerce store.

Also, as you can see, the product description is not inundated with technical jargon, something that so many companies tend to do.

They are basically targeting men with beards who may have a hard time grooming their beard and propelling their product as the obvious solution. Also, before penning a product description, remember these things:

• Demographic
• Problem your audience might be facing
• Income Level

All these insights will help you incorporate words that might compel your target audience to purchase your product.

Ecommerce Product Page SEO: 10 Tips to Follow & 5 Mistakes to Avoid

2. Short Words, Short Sentences, Short Paragraphs

Not many people have the time and inclination to read big paragraphs, which is why it is important to keep everything as concise as possible. People usually read the first few lines and the last few lines while reading your product descriptions.

So, don’t add superfluous and redundant words in your product description. Remember to write in an inverted pyramid by giving important information first.

The key is to “get to the point” as soon as possible without wasting your readers’ time. Look at a few product description examples below to get a better idea.

Firebox has mastered the art of writing best product descriptions. They sum up everything in just a few sentences.

Further skim down the page and you will see an in-depth product description.

Again, the description is devoid of any redundant, superfluous words and sentences.

Almost every big brand is following this approach, be it for their product description or for putting forth a killer sales pitch. In 2011, Travis Kalanick described Uber (at the 21:15 mark) as a mobile app where:

“You push a button and in five minutes a Mercedes picks you up and takes you where you want to go.”

Here’s how Dave Bailey from Inc. describes Uber’s product description

This is not to say that you have to boil down your product description in two crisp sentences every time. But try to be as simple as possible with it, without confusing your customer. Clarity and being concise is the essence of writing creative product descriptions. Services like Grab My Essay can help you with writing catchy product descriptions that will save your precious time. Writing and editing experts will ensure that your site content is unique, neat, and proofread.

3. Focus on Benefits to Compel Readers to Make the Purchase

No matter what tactics you use, your end goal is to get the reader to buy your product. For this, you must write about the benefits that will motivate your prospects to make the final decision. And hopefully, the one that works in your favor.

Check out this footwear product description example of Nike sandals:

For one, they have followed the “Short Words, Short Sentences, Short Paragraphs” pattern quite well. On top of that, they not only describe the specifications of the product, but also the benefits that the customers will get if they buy it.

You are not just getting quick drying synthetic upper. You are quick drying synthetic upper for comfort to splash around.

You are not just getting Hook-and-loop closure. You are getting hook-and-loop closure for a secure fit and easy on and off.

The company could have simply jotted down the features just like so many other product  descriptions on the internet. But they wouldn’t have been nearly as effective and motivating to the audience.

I am not the only shoe company in the market. But I have to become one of the few who is selling benefits and solution, not the product. That’s the whole point of writing a product description that focuses on the benefits that will compel your readers to make the final purchase.

But don’t feel pressured.

Just keep the following things in focus:

• You don’t have to point out the benefits of each and every feature. Just pick three top-notch features.
• Demonstrate what your product brings to the table
• Point out how your product will help out and solve customers’ problems

Just keep the above three aspects in focus and you will be able to pen a winning product description.

4. Your Product Description Should Reflect Your Brand’s Tone

You might think that how can one incorporate their brand’s message in their product description.

But, it is simpler than you think. There are countless product description examples where companies stick to their branding tone.

Just analyze the keywords that you would like to associate with your brand or something that your brand reflects the most. Is your brand focused on teens? Do you think it will be more suited to tongue-in-cheek humor rather than sophisticated verbiage?

Let’s see how other famous brands are doing it. Have a look at this clothing brand description example from Missguided:

It is written in the manner we talk generally. It’s very casual. They have mentioned some specs as well, which are also very mentioned very casually. You might have also noticed that all the letters are in lowercase. Again, all this is a part of their branding.

This clothing product description resonates with the brand. Their products are accessible, can be bought by common folks, even broke teenagers. On the other hand, Hermes’ product description is completely in contrast.

The verbiage used in Hermes’ product description is more focused on quality, legacy, and sophistication. That’s why you can see usage of words like “exceptional craftsmanship.”

They have earned the right to use such words because their products are indeed made with exceptional craftsmanship. This tone is more elusive and articulates the fact that these products are for a different section of people altogether. In the end, whatever tone you choose, considering that it reflects your brands’ ethos, make sure to remain consistent with it. Make it a part of your branding at every point.

5. Incorporate Motivational & Persuasive Words

Do you think a couple of words are enough to change the way you think? Well, experts say so. And in my experience, it is indeed true. Influential words have the power to change people’s minds and persuade them to do things that you want.

According to the legendary advertising tycoon David Ogilvy, there are certain words that can trigger activity and compel people to think in the direction you want. Here are the 20 most influential words, according to David Ogilvy:

• Introducing
• Improvement
• Sensational
• Revolutionary

You might also want to look at Jon Morrow’s list of power words :

Incorporating these words in your product description will compel your customers to take notice and change their mind about your product, for the best.

Here’s a look at an ecommerce product description example:

Before you even see what the product is, words like “sensational” and “elegant” are enough to make you want to purchase the product. They make you curious about the actual product.

Certain words have the power to do that.

Don’t Let Slow Hosting Hurt Your SEO, Switch To Cloudways

Rated 4.8/5 on G2, our load times are as low as 79ms. Don’t compromise on speed.

6. Optimize for Search Engines

The power words mentioned above are not only great to sway your audience, but also important from the SEO point of view. According to salesbacker at Amazon, placing important keywords do great wonders for your search rankings. On top of that, adding bullet points along with influencing keywords is even better when it comes to SEO and search engine rankings.

Have a look at this example of product description below that perfectly depicts the power of keywords. Upon searching for “black belts for women,” this is the top search I came across on Google:

When I clicked on the first Amazon option, I got redirected to the product page below:

As you can see, the description is not great. However, they have made appropriate use of perfect semantic keywords and that too in bullet points. This leads to better scalability and better search rankings. So whether you’re writing product descriptions for bags, belts or anything else, use appropriate keywords to become visible on the first page of SERPs.

However, it doesn’t mean that it is always going to work in your favor. But keywords sure to have some impact on your overall performance.

You must add keywords to the following places to improve the search engine optimization (SEO) for your online store:

• Page titles
• Meta descriptions
• A page’s body content

But don’t try to stuff keywords without any rhyme or reason. Keywords that you add in your product description or blog should resonate with your brand and product.

7. Talk Like a Friend

One good tip for writing product descriptions is to write as if you are talking to a friend, instead of coming across as an impersonal business. It’s important to approach customers with the intent of engaging them. If you are using the same old rigid writing methods, you won’t get much of a response. This is how your product description should read:

They use terms like “seriously strawberry”, which isn’t the typical business jargon you’d expect from a company talking about their product. Instead, it reads like a friend excitedly telling you about the smoothies. These things matter, so try adopting a friendlier approach when writing and look for other similar product description examples for inspiration.

8. Describe the Little Things

An effective ecommerce product description involves describing the little things that matter. The nitty-gritty makes all the difference, and while they may seem useless or even trivial to a certain extent, look at it from a potential customer’s point of view. These tiny features or details could prove to be the deciding factor for a customer.

Take a look at this for instance. It’s just an ordinary chicken broth, but the company says it is “velvety-smooth” and “perfect for sipping as an afternoon pick-me-up.” The description under “Why You’ll Love It” is quite subtle, but one that many people on the keto diet are interested in.

9. Incorporate Humor in Your Writing

Humor is of paramount importance when writing content, even product descriptions. Funny product descriptions are more memorable than ones that just recount dry details. Here is another one of the many product description examples to follow:

ASOS describes one of its standard T-shirts as being a “little bit slouchy.” It’s a simple description, but it rubs off the right way on the reader, who’ll understand just how the fit is going to be. It’s fun, it’s simple, and best of all, it does the job.

10. Keep it Simple

Have you heard of Occam’s Razor? According to this theory, the best solution is often the most obvious. If your product doesn’t require extra wording or description of tiny features, there’s no need to indulge. Here’s an example of product descriptions for inspiration:

Within a few sentences, the company has described all of the most popular features of its prime products; Amazon Alexa. It’s a product that’s running off the shelves anyway, so why do more?

Minimalism is the new standard. Most companies have changed their marketing standards, and so should you.

11. Add a Bit of Sass

Sometimes, the best way to make a product description memorable is to add a bit of sass to it. Sarcasm should be used with a pinch of salt, but if you can pull it off, it’s going to make your product description shine. It not only adds a bit of ingenuity, but it also makes the product description more memorable, and a reader who enjoys the joke might end up buying it. For instance, from the many product description examples you might have read, this one will stand apart:

The company adds a bit of sass to their products and doesn’t pull any punches with their product descriptions. They link the words in bullet points, which makes it even funnier. No reader is going to forget this!

12. Break Information in Chunks

Sometimes, a product needs more detail and information. When that happens, you add more information, but in smaller chunks. This way, your information becomes more readable. You can do it by breaking information in separate sections. Look at how it is done below.

In the above product description example, look at how product information is broken into three sections. One with basic information, the second with technical specs, and the third with extended information. This becomes easy for the user as they can now get to “choose” to read the information they want to consume regarding the product in order to make a purchase decision.

With the aforementioned product description examples, it’s a no brainer that you have to share apt knowledge about your product with your customers. But while explaining your product’s specifications, your goal is to compel your audience to click on the “Purchase now” button.

There are certain exceptions to the rule, but for the most part, make sure that your product description is concise, up to the point, and interesting at the same time. Try to incorporate influencing keywords in the product description as well as in the title.

All in all, follow through all the points mentioned above and you will be able to craft a winning product description. Ultimately, your end goal is to educate your customers about your product and get them to know about its benefits.

Share This Article

Mansoor ahmed khan.

Been in content marketing since 2014, and I still get a kick out of creating stories that resonate with the target audience and drive results. At Cloudways by DigitalOcean (a leading cloud hosting company, btw!), I lead a dream team of content creators. Together, we brainstorm, write, and churn out awesome content across all the channels: blogs, social media, emails, you name it! You can reach out to me at [email protected] .

Get Our Newsletter Be the first to get the latest updates and tutorials.

Thankyou for subscribing us, webinar: how to get 100% scores on core web vitals.

Join Joe Williams & Aleksandar Savkovic on 29th of March, 2021.

Do you like what you read?

Get the latest updates, share your feedback, thank you for your feedback, want to experience the cloudways platform in its full glory.

Take a FREE guided tour of Cloudways and see for yourself how easily you can manage your server & apps on the leading cloud-hosting platform.

THERE’S MORE TO READ.

Top 25 Price Comparison Websites for Your Online Store...

17 E-commerce Security Tips and Protection Plan for Your...

11 Best WooCommerce Abandoned Cart Recovery Plugins in 2024

Cyber week savings.

For 4 Months & 40 Free Migrations

Choose the best Managed Cloud Hosting experience for your business!

Join over 1 million designers who get our content first Join over 1 million designers who get our content first.

Big Star Copywriting

01803 865025

Product description examples – How to write perfect eCommerce copy

“People don’t buy features, they buy benefits. Your copy needs to get across three things: what the product does, how it is used and why people should buy it.”

The world has gone online. You know the narrative about the past year. We have all lived through it. And we have all ramped up our digital footprints – as businesses and consumers.

If you are an eCommerce brand or a non-essential retailer that closed your doors, you may have been scrambling to fit out your online shop and fulfil orders to keep up with increased demand. But did you get around to writing or updating your product descriptions? Maybe you need some high performing product description examples to get you started?

‘Product description’ is a bit of a misnomer here because you won’t want to just describe the product on your website or eCommerce platform. Every eCommerce business needs informative and compelling product copy to assure visitors that they have landed in the right place and nudge them to buy.

But you won’t want to waste your time – or theirs. Neil Patel reports that 20% of purchase failures are potentially linked to unclear product information – that’s one in five potential customers that are lost because you’ve got the wrong copy.

But what’s the right way? Your copy needs to get across three things: what the product does, how it is used and why people should buy it. Sometimes the best way to learn how to do this is to be inspired by how others do things – and the copywriting tactics they use to increase conversion rates by:

• Being a storyteller
• Being irreverent and fun
• Being trusted
• Being straight up
• Being a problem solver

But before we get on to our picks of some great product description examples that rock – we need to talk about your ideal customer.  Before you write a word, you need to clearly understand what makes your ideal customer tick and why they would buy from you and not somebody else. You will need to create a buyer persona for the different types of customer you want to appeal to.  Online, your copywriters are your best ‘sales’ people.  But they need to know who they are talking to.

• Knowledge – use the knowledge you already have on your customers – why have they bought from previously?
• Research – do your research online – what types of information and products do they search for. What are they saying on social? Talk to your customers and the people you know. How do your competitors write their product descriptions? What do they know about your customers that you don’t? Why do they buy from your competitors?
• Imagination – think about your family, friends and colleagues. Do they have similar traits to your ideal customer?

Are your products gathering digital dust? We can make them shine

What to include:.

• Demographics (age, gender, occupation, location, education, nationality, marital status, religion)
• Psychographics (personality, lifestyle, social class, attitudes, beliefs, activities and interests)
• Sources of information (websites, books, magazines, podcasts, radio shows, newspapers, online influencers)
• Pain point s (what are the problems that you solve for them?)
• Objections (why do they say no to your product or service?)

Use the answers to create a couple of personas.  Once you know who you are writing for – you’ll also know what tone and language to use in your product details.

So, how are you going to appeal to them?

1. Be a storyteller

Customers care about what you stand for.  Brands with loyal customers make connections on shared values. Making these connections will help you create hard-to-break emotional bonds that will make customers want to come back time and time again.

There are two ways you can do this through your product descriptions:

• Share your brand story and what you stand for

Tell a story where your customer is the hero

Sharing your brand story and what you stand for

‘Welness has never smelt so good’ says Selfmade Candle founder Ricki. ‘Proud to be vegan friendly, eco-conscious and made in the UK’, the candlemaker in this product description example:

• Shares the wellness benefits of its limited edition Conscious candle, which ‘has properties which help with stress, anxiety, sadness, fatigue, and tension’
• Shares its commitment to supporting the Black Minds Matter UK charity by donating £5 from every purchase

The copywriter also shares the brand’s eco-credentials on the materials used, which include: soy wax, wood wick and plantable labels.

Lily’s Kitchen makes its customer the hero in this product description example, displayed on its ‘guilt-free’ Chicken Treats. It does this by inviting them to join the brand on its mission to rid the world of ‘rubbish’ pet food and treats with ‘nasties’ in them.  The description also works because Lily’s is great at understanding why customers want to buy the ‘ultimate bribe cat treats’ – before it gets down to the ingredients.

2. Being irreverent and fun

People don’t buy features, they buy benefits.  Dollar Shave Club takes a pretty dull topic – men’s shaving and personal grooming products – and engages its customers through humour.  Founder Michael Dubin spent eight years in improv comedy at  the Upright Citizens brigade Theatre in LA and the brand has a natural funny bone and distinctive brand voice .

DSC knows that its customers want to keep their facial hair nourished, hydrated and easy to comb and manage – who doesn’t.  So its copywriters use humour to connect on an emotional level with its subscribers and website visitors. For example, in its description for Beard Oil, which is aimed squarely at chin strokers, the writer explains that it ‘Keeps your beard running smooth for another 5000 miles’.

The brand changes its tone a little when it comes to its body wash range. But it still sounds like DSG, and after listing the benefits of its plant-based and vegan-friendly body cleanser (which is ‘infused with the warm scents of amber and lavender to calm the mind and soothe the spirit’) the writer goes back to its distinctive humour and point out the cleanser “Won’t wash away your work emails’.

Want to boost traffic to your online shop? We’ve got the words you need

3. being trusted.

Buying prescription glasses is a serious business.  If you are buying from an online retailer, you want to know that the glasses are the right prescription, they will fit perfectly, and they look great.  You probably want the answers in reverse order.

Customers need to make an informed choice from a trusted brand. Warby Parker has nailed the art of balancing the serious stuff – delivering what’s prescribed with aesthetics – to give customers confidence they are making a smart purchase.  Let’s look at how the copywriter walks customers through buying a pair of Hemmings prescription glasses.

Will these glasses suit my lifestyle?  This is the first question that the writer wants to answer. They do this by using words like ‘instant classic’ and ‘dapper’ in the opening lines of the first paragraph to convey a sense of sartorial elegance for the wearer.

The writer then lists the materials which give the customer added confidence that they glasses will not only look good, but are built to last: ‘timeless’ in very sense of the word’..

Then it’s time to get down to answer those nitty gritty questions on measuring up for the perfect fit and finding the right prescription and lens type.

4. Being straight up

Products like a black t-shirt do exactly what it says on the tin. For these types of products visitors won’t necessarily expect too much detail. They will want real-time information on stock availability, size, price etc.  You’ll still need some persuasive copy to make the sale.

Google “men’s black t-shirt” and you get 296,000,000 results.  Next has got its SEO  ‘A’ game on. The website team and copywriters have optimised their category page for men’s t-shirts – they are ranked in second place. When a visitor then clicks through to its products pages, Next doesn’t just list the essentials.

There is a level of trust that Next will deliver on quality and price. But its copywriters still want to help the visitor with style tips on how to wear the 100% cotton t-shirt as a layer. The customer is also assured that it will be comfortable to wear.  This example from Next works for the retailer because it is one of the UK’s best know fashion retailers.

But you’re obviously not Next.  You might be building your brand with an exciting new range of products.  You’ll want to give new customers confidence to buy from you.

How about trying some vegan chocolate? Doisy and Dam are shaking up the market for more mindful and ethical ways of snacking when it comes to their vegan chocolate. This has become a ferociously competitive market.  So why should someone buy their version of a British classic – the chocolate button?

In this product description example, the copywriter just shoots straight from the hip to convince visitors to buy their share bag. The buttons are ‘just straight up rich, dark Colombian chocolate with no funny business’.  The copywriter is saying try it – there are no surprises or mystical ingredients to put you off.

The writer is then crystal clear about the ingredients with a warning about allergens due to the factory process – and nutritional values. Don’t forget to say what is actually in your products – and what’s not.

Trying to hear your voice in a crowded room? We’ll help you rise above the noise.

5. being a problem solver.

Where are we going to store all of this stuff?  It’s a problem that IKEA has been solving for decades.  Visitors that land on the product page for its Josef in/outdoor storage unit are assured that the unit will solve their storage problems wherever, and however, they want to use it. The language is informative and practical as the copywriter walks the reader through the product details, ways to use it and the ease of installation (we hope). Product description examples like this re-assure the customer that their needs are being met.

Okay, we’ve looked at a few product description examples to give you inspiration to create your own copy.  Now you’re thinking how long should your descriptions be?  There is no definitive answer on this. Not because Google wants to be covert about it.  It’s because the  product description length  needs to be a long as it takes to get the information that you need across.  We write a LOT of descriptions for some of the biggest (and smallest) eCommerce brands and high street retailers.  We’re not word counting obsessives. Quality beats quantity every time. But from our experience, this works:

• A simple heading  – 3 to 5 words – tells Google and visitors that they are in the right place (don’t forget your keyword)
• Standfirst  – a 20-word topline summary of the main benefit for the customer – remember it;s not about you this time – your customers will find out just how great you are when their product arrives on their doorstep –
• Introductory paragraph  – 50 to 100 words
• A bulleted list – 20 words – a well organised, digestible page – scannable for people and screen readers – make sure very feature has a clear benefit
• An in-depth product description = 300 + words

What else could you include?  If your customers and influencers are saying good things about your product – you could use this as social proof to back up what you are saying.  People trust user generated content more than they trust you.  If you’re winning awards – tell people about that too.

If you need help with  creating quality product descriptions ,  contact us today.

Derryck Strachan

Derryck is a copywriter and marketer with nearly three decades of experience, with a particular interest in search marketing and brand positioning. He is the CEO of Big Star Copywriting, as well as offering consultancy to clients on running efficient content writing departments.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

• Build your business

Business Tools

• Profit Margin Calculator
• Business Name Generator
• Slogan Generator
• Traffic Calculator
• Ecommerce Statistics
• Ecommerce Wiki

Free business tools

Start a business and design the life you want – all in one place.

• © 2015-2024 Oberlo

How to Write Epic Product Descriptions That Sell

A well-written product description has the power to move your customers through your sales funnel . By injecting creativity and product benefits into your product description, your store becomes more likely to convert the casual browser. 

However, most entrepreneurs make a common mistake when writing product descriptions: including information that simply describes their item. This results in lower conversions as people are unable to understand the unique value proposition of a product or how it offers a solution to a frustrating problem.

In this article, you’ll learn how to write product descriptions that sell and find a product description writer, learn from product description examples, and we’ll introduce an easy-to follow product description template.

What Is A Product Description?

A product description is the copy that describes the features and benefits of a product to a customer. The goal of the product description is to provide the customer with enough information to compel them to want to buy the product immediately.

To master product description writing, you need to learn how to write persuasive copy for your products. Plus, you need to answer every question a customer may have, such as:

• What problem does your product solve? 
• What do I gain from using your product? 
• What separates your products from others on the market? 

Your brief description needs to answer these questions in a way that is easy to read.  

What Is The Best Product Description Template?

It depends. Like every other aspect of your website, product descriptions may or may not be needed. It needs to be split tested. Each website has a different layout, personality, and style which may require a different product description template.

Some stores may convert best with only bullet point descriptions. Others may need a long paragraph, or a mix of bullet points and a paragraph. And some websites may convert best with no copy at all. You can use A/B split tests tools like Google Optimize to determine what format works best for you.

Here’s a product description example with no copy. According to VWO , an online store called FreestyleXtreme ran a split test. Their test included two landing pages – one with and another without a product description. They were surprised when they found out that the page without copy converted 31.88% better and had a 96% confidence level.

There are several factors as to why the product descriptions didn’t convert well. It’s possible they weren’t written correctly for the audience, they were placed in a less visible area, or were written in the wrong format. However, when it comes to your specific store, testing whether or not you should have product descriptions, in the first place, can help you better understand how to optimize future product pages .

Benefits of Writing Product Descriptions

Having optimized product details can help improve your search engine optimization (SEO) . By optimizing your item description to include specific keywords, you can help improve your chances of ranking high on Google. Without product descriptions, you may be able to optimize your images for keywords, but your product page may not appear high in search results due to a lack of content.

Product descriptions can also educate your customer on the product. The product description offers supplemental product information that the picture can’t do on its own. For example, you likely wouldn’t buy a laptop by looking at the picture alone. As a shopper, you’d want to read about the laptop’s specifications and features. This also applies to fashion — some people may be allergic to certain fabrics and need to know the material of the clothing you sell on your store. By providing customers with key product information, you prevent a build up of customer service inquiries. It also helps customers know if that specific product is right for them, which can help lower return rates.

A product description can also be used to make a customer laugh to enhance the bond between your brand and customer. It can also assure customers that your product will solve their biggest pain point or enhance their life in some way.

Picking the Right Words for Your Product Description

According to David Ogilvy , the 20 most influential words include:

• Introducing
• Sensational
• Revolutionary

Using the keywords listed above can help captivate your reader and persuade them into action. You can use these words in product descriptions, headlines, email templates , and more.

According to Unbounce , there are also several words and phrases that people shouldn’t be using in their copy, product description, and more.

Poor word choices include:

• Market-leading
• Breakthrough

Ultimately, the words are poor choices if they aren’t accurate. Calling your product revolutionary when it’s not isn’t going to make your brand stand out.

How to Write a Good Product Description: Things to Keep in Mind

It’s important that your product overview includes honest and transparent information. Saying a product is free when it really isn’t is deceptive. Saying your product is of the highest quality when you have countless complaints about the product quality isn’t going to trick people into liking your product.

For example, if several people notice that the material is thinner than expected, you can mention that in your copy without drastically impacting sales. It gives your customers an honest expectation of the product before they receive it. Your customers may even prefer thinner fabrics on summer days.

Being honest doesn’t mean writing all of your products flaws but highlighting its strengths. Is the design what’s selling the product? Put an emphasis on the look of the product when describing it.

You’ll also want to bring your customer into the product description using words like you. Help your customers envision themselves using your product. Make them part of your product’s story.

Keeping it casual can also help your product description stand out. You’re not writing a thesis, but an enticing description to bring your product and your customer together. Use contractions in your writing like you’re, you’d, who’d, etc.

How to Write Product Descriptions That Sell

1. write your own .

Avoid using the manufacturer’s product descriptions. By writing your own copy, you avoid being penalized by Google for duplicate or thin content. Plus, you improve your chances of writing a product description that converts your customer.

2. Make it scannable 

Your product description should be easy to read. Having two sentences describing the product with several bullet points allows customers to receive the information quickly so they can purchase immediately. If you sell laptops, you’ll want to turn the specs into bullet points for an easy read.

3. Know Your Audience

If you sell fun products like ugly christmas sweaters or food shaped jewelry you could inject humor into it. Your copy should be playful and light as customers buying those types of products would likely appreciate an entertaining product description. However, humor doesn’t work on all dropshipping niches . For example, you wouldn’t want to inject humor into a product description about life jackets, coffins, or other sensitive issues.

4. Optimize Your Product Descriptions

The easiest way to optimize your product summary is to use a tool like Plug in SEO on your store. You’ll want to use keywords that are relevant to your product. For example, if you sell makeup brushes, you’ll want to be specific such as ‘unicorn makeup brush’ or ‘mermaid makeup brush.’

5. Tell a Story

Use your product description to tell a story. It could be the story of why your customer needs this product to solve their problem. Or a story of the product's benefits. Or just an entertaining story about the product that draws your customer in.

6. Split Test It

Don’t forget to split test your product descriptions. Test different formats, lengths, words, and more. Split testing your product descriptions can help you optimize your product page to improve your conversion rate .

7. Spell Check Your Work

Read over your product descriptions to ensure there are no typos. You can use tools like Grammarly to avoid spelling mistakes.

8. Offer All The Details

Make sure that customers have the information they need to make a purchase. For example, if dropshipping apparel , care information and size charts can help customers before and after their purchase. If you sell tablets, you’ll want to ensure you list all the specs. If you dropship jewelry , you’ll want to include information such as ‘nickel free’, as some may have allergies to certain materials.

Product Description Examples

1. modcloth.

ModCloth is a great product description example to learn from. The product description is short and sweet with only two sentences. The product details include scannable bullet points. The first sentence of the product description compliments the customer by mentioning their ‘glimmering charisma.’ However, the customer compliment is tied into the ‘glorious glimmering’ of the bolero. The second sentence compliments the customer again in relation to the product. Pay close attention to the language used in the copy. Words like ‘delighted,’ ‘delicate,’ ‘magnificence,’ ‘radiance,’ ‘gloriously’, and ‘glimmers’ are used to capture attention while being positive descriptors.

2. Tipsy Elves

Tipsy Elves is an excellent product description example of showcasing the product benefits. Their short and sweet two sentence description mentions that this jumpsuit is perfect for ‘lazy days on the couch, USA events, and hitting the slopes.’ For those looking for an outfit for the 4th of July, their problem is solved as it mentions that this outfit is ideal for it. Notice how the first word in the copy is ‘freedom’, which is a positive word and is often associated with American pride products. Their product details aren’t very scannable. However, they mention the benefits for some of their features such as mentioning that the material is thinner for ‘year round wear.’

3. Chubbies

Chubbies is a great product description example for creativity. The shorts shown in the picture above are called ‘The Mojitos’ likely due to its minty green color. Their opening description runs with the mojito theme though their product picture fails to show a mojito which would likely blend pretty nicely. They mention benefits with their product features such as ‘keep you oh-so comfortable.’

4. Naked Wines

Naked Wines keep their product description scannable with three bulleted points. Their bullet points creatively use check marks which helps customers make a positive association with the wine. The writing style is casual with phrases like ‘who’da thought it…’ They also build brand trust by mentioning that ‘91% of you would happily buy it again!’  Pay close attention to the language used to describe the wine such as ‘ripe’, ‘peppery undertones’, ‘lashings of oak’, ‘scrumptious’, and ‘silky finish.’

Product Description Template

There are countless methods on how to write product descriptions. If you’re ever stuck on a format you can follow this simple product description template while writing your copy.

3-Step Product Description Template

• Complement the customer in relation to the product.
• Mention the product benefit in relation to the product feature.
• Provide a simple recommendation.

For example, if you’re selling unicorn brushes you might try this product description example: Like this unicorn brush, you’re one of a kind. These brushes are made with synthetic bristles for an easy clean. Pair this set with our mermaid brushes for a complete set of unique makeup brushes.

If you’re selling a dress, you might follow this product description example :

Nothing will flatter your curves better than this bootylicious evening dress. Made of a stretchy spandex, this dress will hug your body on all the right spots while highlighting your silhouette. With a simple pair of black pumps, you’ll complete your look to help you look flawless.

How to Find a Product Description Writer

Struggling to figure out how to write product descriptions that sell? If English isn’t your first language, you might want to hire a product description writer.

Finding a great writer requires patience. You can use sites like ProBlogger , Fiverr , or Guru to find quality product description writers. Look at a writer’s reviews, previous work, and who they’ve worked for in the past to determine the quality of their product description writing.

Summary: How to Write a Product Description That Engages and Delights Customers

Mastering your product descriptions will require creativity and testing. Don’t be afraid to test our product description template to help you improve your format. Writing product descriptions that sell takes a bit of experimentation but with some patience you could end up in this article one day as a product description example.

In summary, here are the steps involved in writing a great product description:

• Write an original description.
• Ensure your product description is scannable.
• Match the copy to your audience.
• Optimize your product description.
• Tell a story about the product.
• Split test your product copy.
• Spell check your product description.
• Include the fine details like product specs and measurements.

Do you have any tips on writing product descriptions? Do you A/B test your descriptions? Let us know in the comments below.

Want to Learn More?

• How to Create a Great Product Page
• How to Brand Your Ecommerce Business in Five Easy Steps
• How to Get a Product Review That Converts Customers
• 15 Product Photography Tips That’ll Make You More Money
• Ecommerce Roadmap: How to Start Ecommerce Business That Will Succeed

Is there anything else you’d like to know more about and wish was included in this article?

• Undergraduate
• High School
• Architecture
• American History
• Asian History
• Antique Literature
• American Literature
• Asian Literature
• Classic English Literature
• World Literature
• Creative Writing
• Linguistics
• Criminal Justice
• Legal Issues
• Anthropology
• Archaeology
• Political Science
• World Affairs
• African-American Studies
• East European Studies
• Latin-American Studies
• Native-American Studies
• West European Studies
• Family and Consumer Science
• Social Issues
• Women and Gender Studies
• Social Work
• Natural Sciences
• Pharmacology
• Earth science
• Agriculture
• Agricultural Studies
• Computer Science
• IT Management
• Mathematics
• Investments
• Engineering and Technology
• Engineering
• Aeronautics
• Medicine and Health
• Alternative Medicine
• Communications and Media
• Advertising
• Communication Strategies
• Public Relations
• Educational Theories
• Teacher's Career
• Chicago/Turabian
• Company Analysis
• Education Theories
• Shakespeare
• Canadian Studies
• Food Safety
• Relation of Global Warming and Extreme Weather Condition
• Movie Review
• Admission Essay
• Annotated Bibliography
• Application Essay
• Article Critique
• Article Review
• Article Writing
• Book Review
• Business Plan
• Business Proposal
• Capstone Project
• Cover Letter
• Creative Essay
• Dissertation
• Dissertation - Abstract
• Dissertation - Conclusion
• Dissertation - Discussion
• Dissertation - Hypothesis
• Dissertation - Introduction
• Dissertation - Literature
• Dissertation - Methodology
• Dissertation - Results
• GCSE Coursework
• Grant Proposal

Marketing Plan

• Multiple Choice Quiz
• Personal Statement
• Power Point Presentation
• Power Point Presentation With Speaker Notes
• Questionnaire
• Reaction Paper
• Research Paper
• Research Proposal
• SWOT analysis
• Thesis Paper
• Online Quiz
• Literature Review
• Movie Analysis
• Statistics problem
• Math Problem
• All papers examples
• How It Works
• Money Back Policy
• Terms of Use
• Privacy Policy
• We Are Hiring

Product Description, Essay Example

Pages: 2

Words: 539

Hire a Writer for Custom Essay

Use 10% Off Discount: "custom10" in 1 Click 👇

You are free to use it as an inspiration or a source for your own work.

Treble H is a fashion venture, which deals with a wide range of clothes from children clothes all the way to adult clothes of all gender. Here, the products are clothes of all weather conditions with fashioned fabrics.

The product is made with the current technology in mind, therefore is suits people of all caliber from the rich to medium as well as celebrities. However, the products’ category range does involve all type of people including children (Pierre 236). Children will account for the market sale of almost 30 %, the adult either celebrity or normal will account for 70 % of the market.

Assortment planning is a core factor in the business arena where a retailer has different perspectives on planning cycle. It involves the product timing, supply chains, and category considerations.

Packaging : here, packaging will involve the hygienic handling of the clothes, maintain the quality and lastly enhance selling practices with the use of weight. Therefore, the package of clothes will as well attract the customers at great heights.

After sales services is one way of attracting customers, for instance any customer who will buy clothes on a larger quantity will receive a free transportation discount.

The price rage will base on the size and market structure. Here, prices will be branded according to the size; therefore, adult will have to pay more compared to children. In addition, the most fashioned clothes will have different price to the other old-fashioned clothes. In other words, price will be well determined by the quality of clothes and grading. However, the competitors have their own way of pricing commodities. Unfortunately, the competitor’s price should not be ignored since they are the core determinant for customers to recognize the business. Therefore, the price should be a little bit lower than that of the competitors in order to attract more potential customers.

The selling of the clothes will involve all social media as the internet, radios and television. In addition to the stores and boutique, it is worth to grow to self-company stores (Kühn 120). However, channel design will be one level. Here, the products will move from the manufacture to wholesaler and lastly to the customer. The intermediaries will be argent where they will assist in the distribution and advertising of products.

For any give commodities to be known in the market, promotion acts as an essential aspect in passing the information to customers. Product should be promoted via the media, word of mouth, as well as staging road shows (OGC – Office of Government Commerce 120). Staging road shows, radio and televise will be the most effective medium for promotion. Thus, many customers will get to know the types and pricing of the commodities more easily. Here, road shows will take care of the customers who are near to the venture while radio will take care of the far distant customers.

Kühn, Wolfgang and Grell, Martin. JDF: Process Integration, Technology, Product Description . New York, NY: Springer, 2007.

OGC – Office of Government Commerce. Managing successful projects with PRINCE2 . London: Publisher the Stationery Office, 2008.

Pierre, Marie. From Product Description to Cost: A Practical Approach . New York, NY: Springer, 2006.

The University of Michigan. Next Generation Weather Radar (NEXRAD) product description document . Michigan: U.S. Dept. of Commerce, National Weather Service, 2009.

Stuck with your Essay?

Get in touch with one of our experts for instant help!

Market Research and Methods: The Capital Region as a DMO, Essay Example

Boutique, Marketing Plan Example

Time is precious

don’t waste it!

Plagiarism-free guarantee

Privacy guarantee

Secure checkout

Money back guarantee

Related Essay Samples & Examples

Relatives, essay example.

Pages: 1

Words: 364

Voting as a Civic Responsibility, Essay Example

Words: 287

Utilitarianism and Its Applications, Essay Example

Words: 356

The Age-Related Changes of the Older Person, Essay Example

Words: 448

The Problems ESOL Teachers Face, Essay Example

Pages: 8

Words: 2293

Should English Be the Primary Language? Essay Example

Pages: 4

Words: 999

Product Description

• Written By Gregg Rosenzweig
• Updated: November 8, 2023

What is a product description? A product description is a piece of writing that conveys the features and benefits of a product, ranging from basic facts to stories that make a product compelling to an ideal buyer.

When you’re considering buying something online, what’s one of the first things you do? Scroll to the product description to find out more details, right?

That’s why this intro to your product or service is such a crucial component of marketing — it’s a chance to solidify the sale, increase customer confidence in your business, and reduce customer service emails by providing the answers to common questions upfront.

What is a product description?

A product description is a piece of writing that conveys the features and benefits of a product, ranging from basic facts to stories that make a product compelling to an ideal buyer.

Product descriptions commonly include…

• Physical product details and features
• Technical specifications
• Product uses and benefits
• Types of materials used in construction
• Stories relating the product to the ideal buyer
• How something’s produced (i.e., manufactured or handmade)
• Where something’s made (or the sourcing in the production chain)
• Sustainability details
• Pricing details
• Delivery details

How long should a product description be?

Depending on the cost, complexity, or purchase frequency of a product, the length can vary. For example, purchasing a car requires far more information than buying a pair of jeans.

• Short form (50 words or less)
• Standard (100  words)
• Long form (250+ words)

What can product descriptions do for a business?

Aside from educating and enticing potential customers, the best descriptions can help you differentiate your product and brand from your competitors by putting forward your most salient features and benefits.

As mentioned many times: ads only get you so far. If you want to ultimately convert customers with content , you have to give them the information they need to make a decision.

Benefits of product descriptions

Any business, regardless of industry, can use descriptions to sell their goods, whether they are intended for B2B, B2C, or D2C (direct to consumer) markets. 

Here’s a look at the benefits:

• Increases SEO for your product pages
• Helps consumers compare features and benefits
• Builds trust in your products and brand
• Improves conversion by moving customers further down the purchase funnel

Product description examples – short form

Product description examples – standard form

Product description examples – long form

Our team rated the examples above according to three degrees of quality ( Good, Better, Best ) to help you understand what makes a great product description and to better gauge the resources needed for your content plan.

In general, the degrees of content quality correspond to our three content levels ( General, Qualified, Expert ) based on the criteria below so you understand how much time it’ll take to create similar content and/or who you’d need to hire.

Please consider there are multiple variables that could determine the cost, completion time, or content level for any content piece with a perceived degree of quality. 

Want some help creating persuasive product descriptions? Talk to a content specialist at ClearVoice and find out how we can craft expert product descriptions that boost your SEO, increase trust, and get sales.

Stay in the know.

We will keep you up-to-date with all the content marketing news and resources. You will be a content expert in no time. Sign up for our free newsletter.

Elevate Your Content Game

Transform your marketing with a consistent stream of high-quality content for your brand.

You May Also Like...

Scaling Personalization in Insurance Marketing: Strategies for Enterprise Content Teams

ClearVoice Team Spotlight: Sam Neeser

How Traditional Banks Can Compete in a Digital-First Era

• Content Production
• Build Your SEO
• Amplify Your Content
• For Agencies

Why ClearVoice

• Talent Network
• How It Works
• Freelance For Us
• Statement on AI
• Talk to a Specialist

Get Insights In Your Inbox

• Privacy Policy
• Terms of Service
• Intellectual Property Claims
• Data Collection Preferences

Product Marketing Essay Examples & Topics

Product marketing is the process of taking a product and launching it into a market. This process takes place in the beginning of a product’s life cycle. Product marketers have to understand the product and the customers that it will reach.

Introduction of a new product consists of five steps.

The first step is discovery, where specialists conduct research. The next stage is planning: the team comes up with an effective marketing strategy. It is followed by definitions, where the customers are identified. Then it is time for the preparation stage, where campaigns are developed. Finally, the product launches, and it is time to monitor it to ensure its growth.

In your product essay, you might want to focus on product marketing strategy development. Another option is to discuss the essential product management issues. Want to know more about how to promote a product? Essay examples, topics, and writing tips are collected here. In this article, our IvaPanda experts have broken down how to write a successful product marketing essay. We listed some advice on how to describe any item that needs to be marketed and sold. Furthermore, on the page, you will also find product essay examples.

Write an A+ essay about product marketing with us!

To sell a particular product, you have to advertise it effectively. If you are studying marketing, you are very aware of that fact. However, you should also be mindful of writing a clever description of the item you’re advertising. An accurate and complete product description leads to the selling of a product. Essay examples analyzing such advertisements can be found below. Here, we will explore how to describe a product correctly.

Here are some ground rules:

• Determine your audience.

Before you can begin selling your item, you need to know to whom you’re selling it. Promoting a product cannot be accomplished without identifying your target audience. To do this, you need to get into the heads of your customers. Think of their interests, why they want your product, which features they would pay most attention to.

• Think of the product’s benefits.

With your buyer in mind, imagine what parts of your product are of the utmost importance. This will be the basis for your product promotion. Your audience needs to know how you can improve their lives. Mention the quality of the product and its unique selling point.

• Try a story-telling technique.

The days of personal selling door-to-door are over. Yet, you can still try to appeal to your customers. Their emotions will still influence their purchase, so try to call to them by being as precise as possible. Mention all the features that will be relevant. Ensure that you allow them to visualize their experience with the product.

• Work on the wording and tone.

Your sales letter needs to sound convincing but not overbearing. Try being as natural as possible in your wording, as though you’re working retail and selling the product face-to-face. At the same time, don’t shy away from using powerful words. Make sure your phrasing will elicit a strong emotional response from your audience.

• Make sure it’s easy to skim.

In the day and age of social media, people are surrounded by information. There isn’t enough time in the world to absorb it all. So, ensure that your description is easy to skim. Keep your introduction and conclusion short, use bullet points, and break your text into paragraphs. Our summarizer tool can help you see your essential arguments.

• Add keywords and images.

Remember to review your text to check that it is optimized for search engines. After all, that is how most people will stumble upon it! Make sure to add decent, quality images that capture your product design. They are just as important as the full item description.

Even if you have read through different examples of essays about products and marketing in general, you might still have questions. For example, how do you create a correct paper structure? What is product-market research? Should you include it in your essay? In this section, see how to start your marketing essay.

Here are some tips on how to write an essay about a product:

• Introduce the product. This is the stage where you develop a relationship with your reader. Show your audience that you understand them and start to familiarize them with your item. They don’t have to know the history of the product development – just the context.
• Address the problem. In other words, formulate your thesis statement. Think of an issue that you could describe. Or consider ways to improve your product. You can approach this through tools such as marketing mix. Our thesis generator can help you formulate it.
• Describe the product in question. In the body of your essay, you need to capture the essence of your item. You can think about it in terms of a product launch. How do you sell it to the customers? Be specific, and don’t forget who your audience is.
• Evaluate the product’s features. Imagine what kind of service or benefit your readers might receive from it. Don’t forget to mention key details. For example, imagine you’re talking about a local product. Acknowledge a few different alternatives available on the market to validate your research.
• Conclude your assessment. To round up your essay, deliver your final verdict on the product. Mention whether you think the price-to-quality ratio is worth it. Your product essay has to be valuable to those who read it, so be candid and thoughtful.

Thank you for reading! We wish you all the best with your paper. Now, you can proceed to read our examples of essays about product below.

335 Sample Essays on Product Marketing

Apple distribution channels research paper: direct & indirect distribution of iphone.

• Words: 2874

Scrub Daddy Inc.’s Superior Sponge Marketing Plan

• Words: 3585

MacBook Pro: Targeting, Positioning, Marketing Mix

• Words: 1663

Decathlon Company’s New Product Marketing Strategy

• Words: 3498

Victoria Secret Target Market & Consumer Demographics

Nike shoes product marketing and perceptual map, the product life cycle (plc): apple inc. case.

• Words: 1441

Vaseline Product: Brand and Packaging Perspectives

Christian louboutin: brand, voice, and guidelines.

• Words: 1096

Marketing Strategies for Laundry Detergent “Finish Dishwater Tablets 25 Pack”

• Words: 1502

Potato Chip: Basics of Cost & Managerial Accounting

• Words: 1413

New Energy Drink Marketing Strategy

• Words: 3973

Marketing: Rolex as Product, Its Promotion and Price

• Words: 7165

Pricing and Distribution Strategy: Blizzard From Dairy Queen

Bulla creamy classics ice cream’s marketing strategy.

• Words: 1615

Xbox Product’s Market Segments and Decision-Making

• Words: 2726

Sleep and Wake Pillow Product Development & Marketing

• Words: 3060

Aqualisa Quartz: Simply a Best Shower

Coco mademoiselle by chanel: consumer behavior.

• Words: 1235

Apple, Samsung, Sony, Huawei, Lenovo Product Hierarchies

• Words: 2861

Quality Function Deployment: Steps and Benefits

• Words: 1974

Kellogg’s Breakfast Cereals: Marketing Mix

Marketing: mcdonalds and kfc.

• Words: 2511

Foldable Fabric Trolley: Product Design and Development

• Words: 8852

The Dyson Robotic Vacuum: Target Group and Marketing Plan

Smart bags: product life cycles stages, product hierarchy in the uae’s industries.

• Words: 3740

Product Design and Market Competitiveness

Christian dior’s jasmine perfume’s marketing.

• Words: 1708

Apple, Samsung, Sony, LG, Toshiba Product Hierarchies

• Words: 2775

A Strategic Marketing Plan for the Coca-Cola Amatil Company

• Words: 3444

Organizational Buyers

• Words: 1790

Red Bull Project’s Effective Leadership Measures

• Words: 9892

Finish Dishwasher Tablets and Its Buyers’ Behavior

Sportec mobile app: market feasibility report, nike shoes’ marketing and segmentation strategy, virtual reality technology for wide target audience.

• Words: 1088

Chanel Cosmetics Competition Analysis

• Words: 2510

Dubai Road and Transportation Authority: RTA Certified Helmets

Blu-ray dvds: marketing and target market.

• Words: 1532

New Product Feasibility: Tecno N7 Series Android Smartphone

• Words: 3127

Rockstar Drink: Developing, Managing and Pricing Products

Starbucks’ new ice cream product and service plan.

• Words: 1218

L’Oréal Professionnel Homme’s Product Marketing Strategy

• Words: 5143

Effects of Red Bull’s Promotion on Sales Volume

• Words: 4278

Pricing Strategy for a General Motors’ Chevrolet Bolt EV

• Words: 1246

Riddell Speed Flex Helm: Strategic Proposal

• Words: 3143

Product Life Cycle: Stages and Examples of Products

The quartz shower product of aqualisa company, new product development: smart shopping cart.

• Words: 1140

Australian Open Tennis Tournament as a Product

Neptune gourmet seafood’s new product launch, local newspaper and its social media advertising, why barbie has been so successful, the lost socks product’ competitor analysis, flip-flops in the uae: segmentation, targeting, and positioning, amazon magic wand product description.

• Words: 2758

Launching a New Car: Project Initiation and Planning

• Words: 1430

Dettol with Oud Product of Reckitt Benckiser Group

• Words: 2570

Product Classification, Differentiation, Branding

• Words: 1388

Marketing: Kripsy Kreme Company

• Words: 1084

Advanced Marketing Strategy of Adidas Group

• Words: 1763

Luxury Boats Product Marketing in Singapore

• Words: 5336

Starbucks: The Lack of Willingness to Pay

Product marketing: the key approaches, licious whiskers: retail sales plan, sobar: the non-alcoholic drink.

• Words: 1158

New Balance 827 Sneakers for Active Lifestyles

• Words: 1175

The Costs and Pricing of Athletic Accessories

• Words: 1569

Licious Whiskers Distribution in Tennessee

The new balance sneakers product marketing, mealztime cordless self-heating bento box, nike’s baseball shoes: product marketing, the eight sleep pod: product marketing, the tesla model 3: product evaluation, tokyo’s branding & social media, decoding the art of television commercials.

• Words: 1240

E-Cigarettes and Tobacco Product Marketing Tactics

Crescent pure promotion: case study, domestic production as an essential for stabilizing the economy, the coho salmon cake product marketing.

• Words: 2318

The Wrinkle Cream Marketing and Pricing Policy

Chevy silverado vs. gmc denali trucks comparison, fraudulent claims and incomplete product content, developing a supply chain security policy, led (light-emitting diode) table lamps as products, jolt coffee’s new categories of commodities, the lenovo consumer digital journey.

• Words: 2575

Forbidden City: Launching a Craft Beer in China

Market efficiency and externalities, solar powered sunglasses product marketing, ogx beauty product launch project management.

• Words: 2740

Psychographic and Behavioral Characteristics in Promoting the Product

The attractiveness of environmentally-friendly clothing products, new products: electric scooters, importance of development of the cellphone, women’s outdoor clothing: product marketing, smart glasses: the product development.

• Words: 1059

Tekio Modular Lighting Lanterns’ Marketing Campaign

Wear2win product description and market potential, multicultural food marketing techniques, the medical watch product: business plan.

• Words: 1560

Marketing: The Tao of Timbuk2 Company

Ikea company’s product design and pricing, starbucks and new product introduction, ez-schedule app’s feasibility and implementation, marketplace for the ez-schedule business app, development of a low calorie date jam.

• Words: 3104

Frame Styler as an Innovative Product

New product: xiaomi mi 11 ultra, apple’s iphone in the technology market.

• Words: 1311

Pricing a New Product

Efg amalgamated ltd. llc: advertising in second life, the quick scan usb flash drives for different audiences, abc corporation introducing new type of usb, marketing. introducing abc usb flash drives, nature’s best: product marketing recommendation.

• Words: 1399

AHP Company in the Automated Wheelchair Market

Bendable iphone. target audience for a new product, product placement during the covid-19 pandemic.

IvyPanda uses cookies and similar technologies to enhance your experience, enabling functionalities such as:

• Basic site functions
• Ensuring secure, safe transactions
• Secure account login
• Remembering account, browser, and regional preferences
• Remembering privacy and security settings
• Analyzing site traffic and usage
• Personalized search, content, and recommendations
• Displaying relevant, targeted ads on and off IvyPanda

Please refer to IvyPanda's Cookies Policy and Privacy Policy for detailed information.

Certain technologies we use are essential for critical functions such as security and site integrity, account authentication, security and privacy preferences, internal site usage and maintenance data, and ensuring the site operates correctly for browsing and transactions.

Cookies and similar technologies are used to enhance your experience by:

• Remembering general and regional preferences
• Personalizing content, search, recommendations, and offers

Some functions, such as personalized recommendations, account preferences, or localization, may not work correctly without these technologies. For more details, please refer to IvyPanda's Cookies Policy .

To enable personalized advertising (such as interest-based ads), we may share your data with our marketing and advertising partners using cookies and other technologies. These partners may have their own information collected about you. Turning off the personalized advertising setting won't stop you from seeing IvyPanda ads, but it may make the ads you see less relevant or more repetitive.

Personalized advertising may be considered a "sale" or "sharing" of the information under California and other state privacy laws, and you may have the right to opt out. Turning off personalized advertising allows you to exercise your right to opt out. Learn more in IvyPanda's Cookies Policy and Privacy Policy .