Product Description Template + Examples for Easy Writing – Tech Defend

Creating product descriptions on your ecommerce on-line retailer is a balancing act. You wish to present sufficient info to buyers to reply any potential questions they could have, however you additionally want to bear in mind the thought of consideration economics: human consideration is a scarce commodity.

So how will you just remember to’re giving clients each the precise amount and high quality of knowledge in your ecommerce website? Maintain studying to search out out.

Bounce to the Product Description Template!

What’s a product description?

A product description is the advertising and marketing copy used to elucidate what a product is and why a client should purchase it. Product descriptions are necessary as a result of they supply details about the product, the way it ought to be used, why the client should purchase it, why it’s totally different than opponents’ merchandise, and extra.

An ecommerce gross sales software

Your product descriptions can act as a worthwhile gross sales software for your corporation by serving to you straight goal your excellent clients. Take time to judge the way you wish to come throughout. Ensure that your copy is error-free to determine belief and credibility. Like a superb gross sales pitch deckthe product description ought to seize the tone and persona of your model and the merchandise you promote that can assist you join together with your target market.

Describe product options and advantages

Good product descriptions ought to cowl two foremost facets: options and advantages. These are the bread and butter of your product web page copy.  A product’s characteristic is a high quality or a operate of a product. For instance, “This laptop computer bag is waterproof.”

A profit is the worth a buyer will get from a characteristic of the product. For instance, “You gained’t want to fret in regards to the rain anymore” describes a good thing about the product.

Be as particular as potential together with your product copy and ensure you are clearly describing options and advantages. Don’t simply say a product is high-quality; let buyers come to that very same conclusion by way of the product options and advantages specified by the outline.

5 ideas for writing the most effective product description

Your product descriptions have to do extra than simply describe your merchandise — they should promote them. Listed here are 5 ideas for writing product descriptions that improve gross sales.

1. Know your viewers

In the beginning, you’ll be able to’t attraction to your viewers except you perceive them. Deal with the purchaser persona of your excellent buyer and promote to them, quite than making an attempt to please everyone.

  • Who’s your excellent buyer?
  • What are they on the lookout for in a product?
  • What’s necessary to them?

For instance, ShipBob buyer, Beachwaver Co.targets clients that wish to obtain lovely hairstyles with ease. Right here’s how they join with their clients by way of a product descriptionadopted by a listing of product particulars:

“Why You’ll Love It: Get unfastened beachy waves or a gorgeous blowout with the contact of a button.”

This description speaks on to their excellent buyer. The informal tone is in step with the general picture of their model, which is academic and informative, however laid-back and pleasant. It’s necessary to let your model voice shine by way of in product descriptions.

A useful trick: Think about that you’re a gross sales affiliate at a brick-and-mortar model of your retailer. Which tone of voice would you utilize with clients? What sort of language? That’s the tone and language it is best to use on your product descriptions.

2. Paint an image

The easiest way to current the advantages of a product is to make use of descriptive and vivid language to color an image within the buyer’s thoughts. In any case, when somebody is on-line purchasing, they aren’t in a position to take a look at or contact the merchandise in particular person, so your product description ought to assist bridge that hole. In reality, analysis exhibits that 88% of buyers characterize detailed product content material as being extraordinarily necessary.

That doesn’t imply that that you must current an in depth record of technical specs and name it a day. As an alternative, just remember to are usually not solely presenting key promoting factors however the expertise and/or fascinating outcomes created by the product.

To do that, make a listing of all necessary product particulars or options. Then, work out the profit every merchandise supplies to the client. All key options ought to have a profit, whether or not it’s utility, aesthetics, consolation, or just enjoyable.

Lastly, use descriptive language to elucidate these advantages to your clients. Assist them think about what it’s wish to expertise your product.

For instance, ShipBob buyer, Cowboy Colostrum describes their product this manner:

From this vivid description, clients don’t simply get an understanding of the advantages of the product, but additionally how experiencing these advantages will really feel.

It’s best to goal to conjure a equally vivid picture associated to the product that you just promote.

3. Format strategically

Studying on screens has altered the way in which individuals devour written content material. As talked about above, buyers’ consideration is a scarce useful resource, and that you must benefit from the time you’ve got with a possible buyer — particularly as a result of individuals solely learn 16% of the content material on any given net web page.

In accordance with literacy specialists, skim studying is the brand new regular. That’s the reason it’s so necessary to make compelling product descriptions straightforward to digest.

Listed here are some formatting tips to seize — and maintain — buyers’ consideration for higher conversion charges:

  • Create scannable lists with bullet factors
  • Use high-quality, eye-catching product pictures
  • Add energy phrases to your product titles, headings, and subheadings to interrupt up blocks of textual content
  • Make use of brief paragraphs for efficient product descriptions
  • Improve your font measurement for simpler studying
  • Embody loads of white area
  • Place prolonged technical particulars behind a lower or in a special tab

4. Leverage social proof

Social proof offers your merchandise and enterprise added credibility: 55% of buyers say that on-line product opinions affect their shopping for choice, whereas 72% of consumers will take motion solely after studying a constructive evaluate.

If potential consumers are on the fence about whether or not or to not buy your product, exhibiting opinions from different clients will be the distinction between them submitting an order or abandoning their cart. In reality, 72% of consumers will solely take motion after studying a constructive evaluate.

Take ShipBob buyer Our Placefor instance. Proper beneath their product description, they showcase a listing of opinions from clients who’ve already bought (and beloved) the product.

Buyer opinions are a good way to point out social proof and let another person’s phrase assist do social commerce for you, however they’re not the one method. Many clothes retailers, for instance, ask clients to share pictures of themselves sporting the garments of their day by day lives. Like the purpose above, this helps clients think about sporting or utilizing the product of their day by day lives.

Some retailers additionally share buy stats a few sure product, with messages reminiscent of “Over 1,000 bought!” or “Considered by 65 buyers right now.” The latter additionally provides a way of urgency; since many individuals are serious about an merchandise, there’s an elevated likelihood that it could promote out quickly.

5. Have high-quality product photographs

In accordance with Baymard56% of customers’ first motion upon arriving on the product particulars web page is to discover the pictures. Irrespective of how nice your product description is, in case your product photographs are blurry, unclear, or unflattering, it’ll be exhausting to influence the client to make a purchase order.

That’s the reason investing in skilled, high-quality product photographs is so necessary, or at the least studying learn how to unblur a picture and utilizing instruments for sharpening photographs, and many others. Allow the choice to zoom in on any picture, and supply as many alternative angles of the product as potential. Equally, present the patron a photograph of every shade or type you provide. For those who’re promoting clothes, footwear, or equipment, present what every variation of the product appears to be like like on somebody.

This will sound such as you’d find yourself with too many picture variations, however offering clients with as a lot visible info as potential is essential to convincing them to purchase — particularly in the event that they’re solely skimming your written descriptions.

Examples of nice product descriptions

Listed here are some examples of product descriptions that meet all the above standards — after which some:


Youngsters’s toy, Toniesis a singular product that’s totally different than anything in the marketplace.

On their website, they’ve a “How It Works” part to make sure potential clients perceive what their product is, the way it works, and the mandatory terminology.

As soon as you start ordering a Tonie, you’re given one other product description for additional readability in regards to the product and why it’s an academic, but entertaining baby’s toy.

Child Doppler

Child Doppler is a fetal coronary heart price monitor that permits moms-to-be to take heed to their child in utero. Right here’s how they describe their product:

Child Doppler does a fantastic job of offering particulars in regards to the product, educating the patron, sharing the product’s uniqueness, stating the advantages it supplies the client, and enjoying into an emotional connection.

Plus, proper on the prime of the outline is a hyperlink to TrustPilot so buyers can navigate to the positioning and see buyer opinions.

Optimize product descriptions with these templates

When making an attempt to craft the proper product description, you would possibly wrestle with author’s block. We’ve acquired you coated with the next templates.

Inspiration for writing your product descriptions

For those who’re feeling caught, use these tips to create your product description:

  • Create an attention-grabbing headline that hooks your viewers – Use snappy adjectives to excite buyers and set your product aside from opponents. You should use main differentiators to seize consideration.
  • Use a brief description paragraph to introduce the advantages of your product – That is your alternative to essentially affect the patron and persuade them why they want your product. Showcase how your product may also help them and enhance their life.
  • Add a bulleted record of product options and the advantages they supply – Use a brief record (embody icons when you can, for a visible component) so buyers can scan the product web page for need-to-know specs and technical particulars.
  • Embody any obligatory technical particulars
  • Spotlight social proof
  • Conclude with a name to motion

This template will be custom-made to almost any product in almost any business — simply just remember to’re highlighting your model’s persona, utilizing clear and descriptive language, and writing together with your excellent buyer in thoughts.

Clothes product description template

Clothes descriptions require somewhat further heavy lifting. Buyers don’t have the luxurious of making an attempt in your merchandise in-store, so that you’ll have to get as shut as you may get to a house try-on by way of phrases alone.

Along with the template above, embody the next:

  • Merchandise measurements (ex: size)
  • Details about the mannequin’s top and clothes measurement
  • Whether or not your clothes runs small, giant, or true to measurement
  • Particulars in regards to the match
  • Care directions
  • Materials

Clothes product pages are additionally a fantastic place to promote matching equipment or footwear as “associated merchandise.” This could improve your common order worth by encouraging clients to order a whole outfit versus only one piece.


By following the information and templates above, you’ll be effectively in your technique to creating product pages that encourage clients to buy out of your ecommerce retailer. When buyers can’t bodily work together together with your merchandise, connecting with them through language and images can imply the distinction between on-line window purchasing and making a purchase order.

Study Extra

Find out how a few of right now’s hottest DTC manufacturers have scaled their enterprise by outsourcing success to ShipBob. Obtain our information to learn model tales from TB12, Touchland, File, 100 Thieves, and extra.

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