How-To Write a Product Description that Sells

If you have ever wondered if people read product descriptions, trust me, there is a fair amount they do. Not only do potential customers read product descriptions, so does Google and other search engines for ranking your website. Shopify sums up the purpose of a product description as:

"A product description is the marketing copy that explains what a product is and why it’s worth purchasing. The purpose of a product description is to supply customers with important information about the features and benefits of the product so they’re compelled to buy."

Product descriptions serve two purposes. To give a description of the item and to increase your ranking in search engines. Therefore, your description should include keywords (SEO) related to the product to increase your chances of being found on Google and providing the exact style someone was searching for.

For example, a user searches for a "long sleeve black rhinestone dress". Besides the product title, if all of these keywords are present in your product description as well, your chances of being found are dramatically increased. After enough people view it, it will continue to race to the top. 

If you're wondering if people actually care about a product description, the answer is split between yes and no. Some people see an item that they "must-have" and could care less about description verbiage, while some people read all the specs to determine the value they're getting for their money. 

Although time-consuming, it is highly recommended you use a keyword-rich product description in order to get the most use of free promotion for your customers and to search engines. So how can you make this easier on yourself? 

The Basic Product Description Styles

  • Bullet point style

  • Short Sentence style (show off personality)

  • Paragraph style

  • Mix of paragraph and bullet points

What to Include (if applicable): 

  • the type of material product(s) made of

  • weight, length

  • items to pair with product (great for upsell and increasing total order value)

  • color

  • the size the model is wearing

  • how the item fits (true to size, small, big, etc)

  • other color options available

Create templates

The most efficient way to write a product description is by creating a template for each product type. Create categories and save the descriptions to your phone, a document or just copy and paste a similar product and switch out keywords related to that item. In addition, be sure you have checked for spelling and grammar errors. I personally use the chrome web extension Grammarly to automatically check for spelling and grammatical errors and recommend suggestions. Their Free version works great and is highly recommended, but of course, the premium version unlocks more features. 

Online Boutique Center offers 150+ product description templates to make your life easier for only $10. Each description is divided by product type to allow you to go directly to a relevant description for your product.

Get inspired by other fashion websites

Visit several fashion websites with their own unique styles of product descriptions and see if any of them works for your brand. This will help you cater to your target customer and what they are accustomed to seeing. Familiarity is a great way to boost customer confidence in your brand.


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