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  • Aevum Caelum

How To Write Effective Product Descriptions

Updated: Apr 28

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Product descriptions are marketing copies that explain a product and its worth. They also feed customers the necessary information about the product's important features to compel them to buy it.

A strong product description with a bit of creativity behind it will make your product page more compelling. In addition, a product description should answer these three prime concerns your potential customer has about your product:

  • The problems your product solves.

  • What customers gain from buying your product.

  • Things that make it better than the surrounding competition.

Focus On Your Ideal Buyer

When it comes to writing a product description, you should put yourself by imagining your ideal buyer as well as figuring out what limits and boundaries need to be established.

In order to have an online conversation that resonates with your ideal buyer, it would be a good practice to think about how you would converse with your ideal buyer if you were selling the product in person and reflect that language into your online business. Good product descriptions address the target audience personally and use the pronoun “you” to answer their questions.

What’s In It For Me?

It can be difficult to drum up excitement to get potential buyers interested in your product or service. They’re not often interested in ordinary aspects of the products; they need to know how they will benefit them while also solving any quandaries that they have.

Writing an effective, productive description will require you to pinpoint the advantages of the features surrounding your product. You should focus on selling an experience that is unique to your customers and that also satisfies their needs.

Avoid Vague Phrases

Including vague words or phrases in your product description can turn potential buyers away. To avoid this, include as many technical details as possible in your product descriptions.

Prove You’re The Best

A way to wow your potential customers is to use superlatives that clearly prove why your product is the best or best suited in its category.

Imagination Is The Best Tool

Selling products online and in person are two vastly different experiences. For one, potential customers won’t be able to hold your products.

Having videos or images can help demonstrate the product, but there’s only so much you can do. However, allowing your reader to imagine what it would be like to own your product can be effective in convincing your potential customers to want your product even more.

Include Mini-Stories

Having anecdotes can help potential customers forget that they’re being sold a product. If you want to tell a story within your product description, consider the following:

  • Who made the product?

  • What was the inspiration behind the product?

  • What obstacles did you need to overcome while making the product?

  • How was the product tested?

Sensory Words

Using the right adjectives can help your potential customers experience your product as they read your product description. If you want to wow readers with excellent product descriptions, use vivid adjectives and paint strong imagery and sensors in your reader’s mind.

Social Proof

Shoppers gravitate to a product that has been deemed credible by other consumers with many positive reviews and testimonials. Having an image of a customer can add credibility to a testimonial as well as make you come across as more approachable and relatable.

Easily Readable

Making your description easier to read and answering all your customer’s questions makes it all the more appealing to your potential customers. Here are some notable things to keep in mind:

  • Enticing headlines.

  • Scannable bullet points.

  • Have plenty of white space.

  • Larger font size to easily accessible.

Goals, Goals, And Goals

The main goal of product descriptions is to compel a customer to make a description. However, you need to find a way to see if your descriptions are working or not.

In order to do that, you should decide on a set of metrics to keep track of; having defined metrics can help you understand what’s working and what needs to be improved. Here are some common KPIs that can be monitored:

  • Conversion rate

  • Cart abandonment

  • Return rate

  • Support inquiries


Having a strong, compelling product description that displays creativity and passion will always be obvious to your potential customers. Remembering these tips can help you create effective product descriptions.


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