This is how you build a product description that sells

This is how you build a product description that sells

If a shopper 'stumbles upon' your product, between all search results, and decides to click and land on your product detail page, you are on the right track! But then, some crucial seconds follow...

Research indicates that online traffic and converted sales can increase up to 20% thanks to optimized product content.

50 milliseconds to make a first impression!

Some crucial seconds follow. Not even seconds. Your visitor needs 50 milliseconds to decide whether he'll stay or leave, and a few seconds to read scan your product content page.

Just a few seconds of showtime, for you to catch your visitor's attention, trigger his emotions, convince him why it is worth staying on your page, reading more about your product, and finally, click that coveted buy button.


Keep it simple 

That last station of your product page visitors' journey (your product page) is your last change to:

vink-oranje Convince that reader that your product is going to make them feel happier, healthier, or more productive.

vink-oranje Let them feel the pain, or the void they'll be left with, if they don't buy it.

product detail page

The only objective of a product detail page is that people buy your product online! Subtract any elements from your product detail page that can be distracting the visitor from making them buy your product.


Make a connection

Your customers want to feel like you're talking to them directly.

How you can do that?

  • Use language familiar and intuitive to the visitor;
  • Speak like a real person;
  • Use the word you.

Product content that converts

A form of the word 'you' appears 8 times in this product description of a Lenco record player.

Using the word 'you' in your product descriptions can increase your conversion rate significantly.  If you are not using this technique yet, give it a try!


Please the eye 

People don't read product descriptions, they scan them. Make your product description scannable by using:

  • Descriptive headlines (H2) that highlight specific benefits;
  • Plenty of white space;
  • Easy to scan bullet points.

How to write effective product descriptions_ (1)-1



Trigger emotions! 

By making it vivid.


List all the things:

How to write effective product descriptions

  • That make the item attractive;
  • That are important to know before purchase;
  • That remove any barriers before purchase;
  • That trigger emotions.

Who is your product for?


Write to your ideal customer! 

Try to please everyone, and you'll end up pleasing no-one.

Target group product description


When can you use your product?

Product content description

Let your reader imagine what it would be like to own your product, being in that moment.


Download our Free 30-Page Guide to improve Presentation and Visibility of your Brands' Products Online:

Online Shelf optimization


Why is your product useful?

Remember that customers aren't buying products, they're buying results and experiences. That's why you should not just sum up your product features, but tie benefits to specific product attributes.

A good example of a product page where product features are followed by benefits is the one of a Tefal coffee maker:

  • 0,6 L capacity (feature) for up to 6 cups (benefit)
  • Permanent filter (feature) no more need of filter papers, easy to clean (benefit)
  • Anti-drip system (feature) for coffee any time during the brewing cycle without without fear of drips (benefit)
  • Transparent water tank (feature) for easy filling and dosing (benefit)

benefits product copy


Another great example of how you can totally change the impact you make, while simply mentioning the material of your product or describing what the benefit is for the person that is considering buying your product.

  • On the left side the focus is on the feature - materials the product is made of.
  • On the right side, clear benefits are tied to these specific product attributes.

converting product copy

Which version looks more attractive to you and which product would you be more likely to buy?

By using words such as "offers", "gives" and "feels", you can easily connect your products features and their benefits.

Make your product come to life. Try it yourself!


Use sensory words

Use sensory words to describe the sound, smell, feel, taste or sight of the product.

Sensory words increase sales because they make your reader experience your product while reading.

In the example below, Nike uses the words "feels like" to make the reader imagine herself running with these shoes that are so light weighted that you hardly feel them.

Product description with sensory words

"feels like it 'disappears' on your foot."


Tony’s Chocolonely seems to know how to sprinkle sensory words all over their product descriptions, to make the visitor imagine that sweet, crispy, and creamy mouthfeel: 

product detail page that converts sell with product converting product copy


Humor sells!

Not only sensory words help increase sales. Humor is another great way to get and keep the attention of your reader! Tony's Chocolonely:  " You'll probably enjoy it cherry much..".

Humor sells. Laughter breaks down barriers.  It’s a natural way to create affinity and trust.


Tell a story

When you are reading a story, you forget that you're being sold to, but you will easier remember what you've read - Win-win!


Create a mini story around your product.

Stories are 20 x more memorable than facts.

product copy story telling

If you cannot find the inspiration to make a story around your product, answer the following questions:

  • What inspired creating the product?
  • What are the roots of your product or the products' material?
  • Are you making the product yourself? Or where is it produced and by who?
  • What impact makes your product on the world?
     mini story product description


Finish with social proof

Finish your product description by including social proof if you can (a quote, reviews, or award).


Be findable 

The top positions at a Search Engine Result Page are the most visible to the site visitors of an eCommerce retailer. These top products typically get the vast majority of the clicks and thus conversions. 

To make your products visible and improve the on-site search performances of your products:

  • Incorporate frequently used keywords to your product descriptions;
  • Put the most important info & keywords at the beginning of your product description;
  • Constantly optimize your product description with keywords that your shoppers are looking for: Monitor search behavior and rankings.

Learn from reviews

Reviews do not only provide fresh and unique content to your product pages, but also valuable input, in the language used by consumers.

That's why you should monitor and analyze review texts to align product content constantly.


Your brands' content on multiple channels

Creating great product descriptions and other product content is not for everyone. You need to know your product and the ideal buyer by heart, you need to be able to make your product descriptions come to life using great writing skills including lots of creativity and imagination. 

Let's assume you are that great writer, or you have someone who does the job for you, and you come to the point that product content is published on multiple sales channels.

Do you then believe the job is done?

It is not!

Be sure that you:

  • Provide unique text for each sales channel, to improve search rankings. Many brands republish the same content repeatedly. Big chance that Google will not index these product detail pages within top search results.
  • Use language used by the visitors. Shape content to meet the buying needs of the consumer on each specific shopping channel.
  • Monitor the quality of content to avoid wrong data to be published. (Which can lead to product returns)


Let's wrap it up!

  1. Keep it simple and scannable.
  2. Trigger emotions! Use stories, sensory words and imagination.
  3. Tie benefits to specific product attributes.
  4. Monitor search behavior, rankings and reviews, to keep descriptions keyword-rich and relevant.
  5. Be unique on each channel.
  6. Monitor the quality of content to avoid wrong data to be published.


Find out how SiteLucent can help your brand optimizing product content on all sales channels!


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