{"id":27128,"date":"2020-10-28T10:13:16","date_gmt":"2020-10-28T10:13:16","guid":{"rendered":"https:\/\/www.hostinger.com\/tutorials\/?p=27128"},"modified":"2026-03-09T19:19:19","modified_gmt":"2026-03-09T19:19:19","slug":"how-to-write-a-product-description","status":"publish","type":"post","link":"\/ng\/tutorials\/how-to-write-a-product-description","title":{"rendered":"How to write a product description: A step-by-step checklist"},"content":{"rendered":"

Before opening a business, it’s important that you know the right strategies to improve your products’ sales, such as by optimizing product descriptions. They influence buying decisions, helping you make more money online while being informative at the same time.<\/p>

That said, it’s important to write compelling product descriptions as poorly written descriptions can negatively affect your sales.<\/p>

We’ll go over how to write product descriptions that sell and rounded up a few tips on creating effective marketing copy and several great product description examples to inspire you.<\/p>

1. Identify Your Customers’ Needs<\/h2>

A great product description should communicate with your target audience on a personal level.<\/p>

Identifying the needs of your users involves knowing the characteristics of your target demographics. Daily activities and location are examples of what can affect buying decisions. <\/span>This will help you to gain insight into their pain points and how your products can solve them.<\/span><\/p>

Make sure that the features your products have can cater to your targeted demographics. Write a concise sales copy that customers can digest quickly and generate an opinion about your brand.<\/p>

Take a look at a webcam product description example from Logitech.<\/p>

As the product aims at accommodating people who make video calls or record visual content frequently, the company utilizes phrases like “important Skype call”<\/strong> and “record polished demos”<\/strong> to narrow down its target market.<\/p>

\"Example<\/a><\/figure><\/div>

Understanding your customers’ personas also lets you identify the best communication style and dictionary you should use to appeal to them.<\/p>

A great example of a product description is from Transition Bikes.<\/strong> Transition adds specific terms like “hop”<\/strong> and “skid”<\/strong> to better communicate its product to cyclists and establish a stronger connection with its target audience.<\/p>

\"Example<\/a><\/figure><\/div>

2. Write Down Your Business’ Unique Selling Proposition (USP)<\/h2>

Even if your products are trending<\/a>, remember to highlight their USP to make them stand out from the competition.<\/p>

To write a USP statement that sells, use the knowledge you have on your customers’ personas, problems, and needs. Make sure it conveys the reason as to why people should buy your product over others in the market.<\/p>

The leathercraft business Saddleback Leather<\/strong> conveys this message by creating a bold statement to illustrate its product, “They’ll fight over it when you’re dead.”<\/strong> It’s a catchy phrase that shows the company’s confidence in its product quality and reputation in the industry.<\/p>

\"Example<\/a><\/figure><\/div>

3. Describe the Product as Best as You Can<\/h2>

Once you acquire information about your target audience and their needs, use it to create a detailed product description that explains how the product suits them.<\/p>

Don’t fall into the trap of writing product descriptions with superlative and cliche language, such as “the best product”,<\/strong> “nice”<\/strong>, and “great value”.<\/strong> Instead, provide all the details to back your claim on the product’s quality and value.<\/p>

Deuter<\/a>’s product description for its sleeping bag serves as a great example of an informative marketing copy that sells. It conveys all the information about the product that a potential customer should know, like its materials, benefits, and USP.<\/p>

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Another important point to include is the product’s measurements and dimensions. This is particularly important if you’re selling a product with various size and weight options, such as clothing and furniture.<\/p>

\"Size<\/a><\/figure><\/div>

4. Don’t Emphasize Features – Focus on Benefits and Evoke Emotion<\/h2>

Even though product features are needed, it’ll be more impactful if you focus on the benefits.<\/p>

You can either combine features and benefits in one powerful copy or separate them entirely. Doing so allows customers to make their own judgment on whether it’s a product they need.<\/p>

What’s more, it gives you the chance to evoke emotion in people and create a demand for your product. This can be done by appealing to their pain points and how your product can solve them.<\/p>

That said, technical specifications may still be the way to go if you’re targeting a technical-oriented crowd.<\/p>

Fender<\/strong> does this by including its products’ technical aspects, and aesthetic appeal as the company caters to artists who care about aesthetics and functionality.<\/p>

\"Example<\/a><\/figure><\/div>

5. Write a Clear Outline<\/h2>

Remember to make your product description as concise as possible. Visitors don’t have the time to read long-winded product details, so be sure to make it easy to skim through without discounting your product’s value.<\/p>

Using bullet points can be a great way of writing a product description that is easy on the eyes. Alternatively, play around with the layout and website elements to present a well-thought-out product description. After all, it doesn’t have to be a vertical bullet point list.<\/p>

If you have to present a lot of information, consider splitting information into several sections and use graphics for that slick visual look. That way, you avoid creating a wall of text that makes your product description look off-putting.<\/p>

Garmin<\/strong>, for example, incorporates doodles to enhance its product description. By dividing the information based on product features, the company improves readability and highlights the benefits at the same time.<\/p>

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6. Don’t Distract Your Buyer With Unnecessary Copy<\/h2>

The goal of product descriptions is to educate potential customers about a product. That said, you should omit any other information that doesn’t pertain to your product or is not worth reading.<\/p>

Make sure to position yourself as a customer when creating a product description. Avoid using filler words and obvious information that you don’t want or have the time to read. For example, saying that a clock shows the time accurately is simply redundant.<\/p>

Remember that it’s always better to explain the product’s benefits. If you begin to write empty filler cliches, take a step back, and re-evaluate its features and benefits to get yourself back on track.<\/p>

7. Convey Urgency and FOMO (Fear of Missing Out)<\/h2>

Use words that create a sense of urgency for purchasing the product. Some of the most common words include “new”<\/strong>, “limited”<\/strong>, and “now”<\/strong>. Incorporating these words into your product descriptions can influence visitors’ buying decisions.<\/p>

Tissot<\/strong> implements this by advertising its limited product line. The product description contains phrases like “limited edition”<\/strong> and “only 3,333 pieces available”<\/strong> to hint at the product’s scarcity, which encourages people to make a purchase right there, right now.<\/p>

\"Example<\/a><\/figure><\/div>

If you have an ongoing promotion campaign, make sure to include it in the product description for the same reason.<\/p>

8. Write a Compelling Call-To-Action<\/h2>

The final piece you need to add to your product descriptions is a catchy call-to-action (CTA)<\/strong>. CTAs such as “get started”<\/strong>, “learn more”<\/strong>, and “get yours now”<\/strong> motivates visitors to buy your product.<\/p>

Once you have a strong starting CTA, follow it up with provoking words. This goes hand-in-hand with your goal to convey urgency and FOMO, for example, “while the stock lasts”<\/strong>.<\/p>

Alternatively, make use of the product’s benefits to create an enticing call-to-action.<\/p>

Pro Tips for Professional Product Pages That Sell<\/h2>

Informative and appealing product descriptions are part of product pages. If it’s done right, an effective product catalog may improve your conversions significantly.<\/p>

The following are tips on how to create a product page for an eCommerce store that sells.<\/p>

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Pro Tip<\/h4>\n

Hostinger's online store creator<\/a> features AI tools to help you craft engaging product descriptions effortlessly. Simply upload a product photo to generate a description or use the AI Writer for additional assistance.<\/p>\n <\/div>\n\n\n<\/p>

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1. Continuously A\/B Test Product Pages<\/h3>

A\/B, or split tests, compare two versions of the same web page to see which one has a higher conversion rate.<\/p>

This is essential as it helps you improve your conversion rate and minimize marketing costs. Knowing what works and what doesn’t makes it easier to create a product catalog that appeals to your target consumers.<\/p>

There are various platforms that you can use to conduct A\/B testing, like VWO<\/a> and Optimizely<\/a>. Keep in mind that you need a sizeable amount of traffic on your website to do a conclusive test.<\/p>

To do A\/B testing, create a duplicate product page. The original will be called the control page<\/strong>, while the copy is the variant page<\/strong>.<\/p>

The variant page is where you make changes and apply your new ideas. The goal is to see how much of a difference can be made between the two pages. Make sure to test one element at a time to obtain accurate results.<\/p>

Here are a few elements that you can test:<\/p>