How To Write Product Descriptions That Sell

Sarah Jordan

Read Time: 3 minutes

Product descriptions are vital to e-commerce success. Like all digital content, the key is to write for both customers and Google.

Product Description Writing For Customers:

If your e-commerce site is your shop window, then your product titles and descriptions are your in-store displays. Leave them lacklustre, and prospects will walk on by. Put in some effort, and customers will choose to buy.

Read More: 6 Content Marketing Myths That Brands Need to Ignore

Product Description Storytelling

A good product description will be concise and accurate, but also engaging. Striking the balance here is key. Storytelling around the designer, creative inspiration or product origins will likely captivate your audience. An inordinate proportion of adjectives will probably turn them off. If you struggle to know where to draw the line, think about the level of ‘sales talk’ you would tolerate from a friend before no longer wishing to engage with them.

Read More: 6 Steps to Develop an Effective Brand Language

Product Description Fact-checking

Technical specifications are important for both customers and Google in different ways. For your business, not only does this ensure that you aren’t mis-selling your goods (we all know that’s a big no no), but it also means that your customers will receive what they expect. If this means the difference between a platinum ring and a sterling silver one, you will know just how vital it is to pay attention to the fine detail.

Product Description Consistency

How irritating is it when you walk into your local supermarket and head straight to the bread aisle, only to discover that the bakery department is no longer there? We are creatures of habit, we like things to be easy and predictable – and understandably so. Before you start ploughing through your product descriptions, spend time cultivating a template which will serve to maintain quality and consistency across the board.

Top Tip: Working on each of the above will enhance your user experience (UX) and help your conversion rate optimisation (CRO).

Product Description Writing For Google:

Where you might attract your customers on the front end of your site, much of the work done to help Google is completed from the back end of your site, where most of your technical considerations take place.

Product Description Keywords

The whole basis of SEO is to determine the questions your customers and prospects are asking Google, and ensuring that you are the answer to as many of those questions as possible. As such, spend some time doing some keyword research to understand what your customers are searching for. If their search term is ‘Platinum Three Stone Rings,’ then be sure to include this keyphrase in your product title or description – provided your product meets the spec!

Read More: How to Create the Perfect Piece of Bedrock Content

Product Description Tech Spec

Similarly, if you stock products that are particularly technical it may be worth your while to include manufacturer SKUs or product codes in your product titles/descriptions. It is likely that customers who are avid collectors of a particular watch brand for instance, will search by the exact product code – so make sure your product meets their search query as easily as possible.

Product Description Alt Tags & Meta Data

Google doesn’t read web pages like you and I do. It crawls sites looking for technical data that gives it clues as to your page’s relevance for specific search queries. A small step you can take to improve your search engine optimisation (SEO) is to complete your alt tags (the descriptive text attached to your product images) and your product pages’ meta data (this may well pull from the product description itself).

Top Tip: Taking these simple steps will help to improve your organic search engine ranking (SEO) and hopefully improve your CRO.

Written By: Sarah Jordan

Written By: Sarah Jordan

Sarah Jordan is the founder and director of The William Agency. She specialises in brand storytelling and branded content marketing. Sarah is highly regarded in the UK and international diamond jewellery sector as a specialist in luxury copywriting.


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