How to Write Great Product Descriptions

January 16, 2008 by Susan Petracco 

Product Copywriting There's no doubt that, on the web, a thousand words is worth quite a bit more than a picture! At least, that maxim holds true when one things of search engine optimization. While shoppers love images, search engines love words. The problem is that writing good product copy is time-consuming, and, for some of us, downright difficult. Many of us sell products that aren't unique to our website. The products you sell - toys, kitchen supplies, home decor, etc. - may also be carried by a number of other retailers. Often, the manufacturers of these products offer canned product descriptions for use on the web. Although the quality of the writing of these descriptions may range from poor to excellent, keep in mind that even the most well-written descriptions, if used by other sites, may have less value to the search engines than copywriting that is both unique and compelling. Remember that the best product descriptions have the following values:
  1. They are unique to your website
  2. They are keyword-dense for SEO purposes, but above all, read well for human visitors
  3. They are long enough to convey the information needed to make a purchase decision
  4. They are simple enough for people to understand without thinking too hard
One of the resources we love is 73 Ways to Describe a Widget. This ebook helps jump-start your brain when you need to figure out how to describe what you're selling. For example:
  • What occasion is the item appropriate for?
  • How will the buyer feel when using your product?
  • How long has this item been selling selling?
Another website that has a lot of useful information about copywriting is Marketing Words. In fact, that's how I found out about the 73 widgets ebook. There's also a nice article at Vitamin. However, it helps to also keep it simple. Don't forget the basics: color, size, weight, texture, materials, skills required to use the product, advantages, and uses. Remember that it's the words on your site that attract the search engines and also convince users to make a purchase.
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Categories: Product Merchandising
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Comments

  1. Kenney @ Work From Home Blog
    November 12th, 2008

    Another great post. So true too. A book by Mark Joyner called the “Irresistible Offer”. It’s has helped me a lot with some of my copy, especially when I don’t have much room for a long description. Short, sweet and to the point.

    Anyway, great post and great topic. i have come to love writing copy…it’s what makes money. lol

    Kenney

  2. Mind Control Hypnosis
    May 17th, 2009

    The purpose of the description is not to describe the product, but to create a sale.

    “Advertising isn’t a science. It’s persuasion. And persuasion is an art.” -William Bernbach

    Thanks for the ideas!

  3. Web PM Thomas
    September 1st, 2009

    The hardest thing with the product description is to keep it short.
    Web users usually are in a hurry and all information that is not easy to scan is.. not good.
    Bullet points or list with numbers are usually a great waz to structure description text (like here in this post)
    Good point with the keywords for SEO! But you shouldn´t put too many keywords or your text will sound a bit funny in the end and will not convince the users in the end!
    Very nice post! :-)

    cheers,
    Thomas

  4. Richard @ Internet Marketing Brisbane
    September 3rd, 2009

    Great tips – aim to keep keyword density to about 3% – don’t overdo it, otherwise Google my penalize the site for keyword stuffing.

  5. SEO Product
    January 5th, 2010

    Web Product descriptions, “How will this product make my customer’s life better?” you have a formula for a successful promotion.

  6. mark rushworth
    January 7th, 2010

    I find that you should aproach a product description like a televised news bulletin. start with a summary, then tell the story, then finish reiterating all of the key points again.

    for visual friendly ness try and keep bullet points to odd numbers (if displayed on top of each other)

    Once again do you keyword research, it will tell you what to write about.

  7. Susan Petracco
    January 8th, 2010

    @SEO Product – agreed! Don’t just describe the product, but focus on how it can benefit the customer. Make me want it! Or for me in particular, as I have a busy life between work and a large(ish) family, show how it will save me time, money, or both.

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