Short answer: write about what the customer gains, not just what the product is. Start with the biggest advantage, back it up with concrete facts (measurements, materials, content), make the text easy to read with bulleted lists and answer the questions the customer actually has. Avoid copied manufacturer texts - they help neither the customer nor your ranking.
Why is the product description so important?
In a physical store, the customer can touch the item, turn it over and ask the staff. On the web, the product description is your only seller. It must answer questions, build trust and convince – all by itself. A weak or non-existent description leaves the customer unsure, and an unsure customer rarely buys.
Also, Google reads the descriptions. Unique, informative texts help your products appear when someone searches, while empty or copied texts make it difficult to rank at all.
What is the difference between feature and advantage?
This is the heart of a sales copy. A characteristic is a fact about the product. An advantage is what that fact means to the customer.
- Property:"The backpack is made of waterproof material."Advantage:"The computer stays dry even when you cycle home in the rain."
- Property:"The chair has an adjustable backrest."Advantage:"You sit comfortably for a whole working day without back pain."
The customer rarely cares about the feature itself – they care about what it does for them. The best approach is to mention both: say the advantage first, explain with the feature later.
How do I build a good description?
A structure that works for most products:
- A short, sales pitch.Two to three sentences that capture the main benefit and who the product is suitable for.
- Bullet list of key facts.What the customer quickly wants to know: size, material, content, what is included.
- A little more narrative text.Here you describe how the product is used and why it is worth the money.
- Answers to common questions.Washing, warranty, compatibility – what would otherwise have become an email to customer service.
How do I write so that the text can be skimmed?
Most people don't read every word - they skim. Help the eye find what's important:
- Short paragraphs, preferably two to four sentences.
- Bullet lists of facts and benefits.
- Bold on the most important, but sparingly.
- Intermediate headings if the description is long.
A wall of text scares away the customer. Air and structure make the text inviting.
Why should I not copy the manufacturer's text?
It's tempting to paste the ready-made text from the manufacturer, but that's a double mistake. First, hundreds of other stores often use the exact same text, and Google doesn't reward content that is in many places at the same time - your page becomes one of the crowd. Second, manufacturer texts are often technical and boring, written to inform rather than sell. Your own text, with your tone and the language of your customers, sells better and is seen better.
How do I get keywords in without it sounding weird?
Consider how the customer actually searches. Are they searching for "rain jacket men" or "waterproof jacket for commuting"? Use those words naturally in the text – in the title, in the introduction and where appropriate. But never force words in so that the language becomes strange. A text that sounds like a human wrote it always wins over one that is overloaded with keywords.
Don't forget this
- Good pictures.The text and images work together - one does not sell without the other.
- Honesty.Don't overdo it. Returns and bad reviews cost more than a sales phrase is worth.
- Reviews.Let the words of satisfied customers complement your description - it builds trust.
Do you want an e-commerce where the products sell themselves?
Good product descriptions take time, but they are often the cheapest investment you can make for more purchases. At ZORC, we build e-commerce where every product page is made to both sell and be seen in Google - with structure, keywords and images that pull in the same direction.Do you want help to elevate your product pages? Get in touch with ZORC, and we'll look at your store together.
