We spend a lot of time on websites that sell things—and since 76% of consumers (and growing) are shopping online now, we’re sort of assuming that you do too.
That means online shopping is the both most competitive space to be in right now and the space with the most possibilities for you.
We operate primarily through the concept of loyalty and building brands around being customer-centered. That doesn’t stop at social media or your homepage, it also includes making sure you have a good product description.
It’s vital to anyone selling anything online that their product description pages be optimized and well-thought-out or you’ll never make sales—and isn’t that the point?
What is a good product description page?
Your product description pages are where people make the decision to buy your product or not, so it’s important that you take steps to infuse those pages with your brand voice and vision along painting a picture of how your products can be super helpful.
A good product description page is the difference between making a sale and not making a sale. It is all too common that brands spend time in their marketing, on social media engaging, driving traffic to their products, and then they don’t sell their products.
Why is that? Well, usually it’s because you’re missing elements on your page, or within your product descriptions, that leave out the key elements of the best product descriptions out there.
If you’re interested in building a product description that sells, you want to make sure that your page has all the elements and that your description is interesting enough for your ideal customer to press the “buy” button.
9 Elements that make a good product description page
You’re not Amazon, and if you’re on this article you’re probably not selling your wares for hella cheap either. That means you cannot skimp on building out product description pages that convert.
These 9 things are the elements of a good product description page.
1 – Keywords
This is actually an SEO technique but I’m listing it first because you need to know what keyword you want to be upfront before you start building this page. If your product is anti-aging, you want the whole page and your product description built with a focus on rejuvenation and anti-aging. Keep the flavor all the way through and you’re much more likely to end up with a great product description.
2 – Product Story
Your product has a story. Period. Whether you’re making it with your bare hands, doing the research to bring the information to your audience, or just finding the perfect suppliers for your business—you have a story. TELL IT.
Ideally this is under your “add to cart” button and the price but depending on your theme and the length of the story, you may need to put this below your actual product description.
3 – Key Benefits
Do not leave out the benefits of your product. This is easily the most forgotten piece and the number one thing that your customer cares about. Come on, what’s helpful!
Don’t think that placing these in the story or in a paragraph of text is good enough – for most products, it isn’t. Great product descriptions list the top 3-5 key benefits for the ideal customer very clearly. This means knowing exactly what your customer is looking for.
4 – Headings
Even some “good product descriptions” still don’t have these—I really think that’s a mistake. People scan internet pages, they don’t read them anymore. Make sections dedicated to things like, benefits, the story, and ingredients so people can find them super fast.
5 – Ingredients if Applicable
If your product is consumable, put the ingredients, ALL of them, front and center. This is especially true if your brand is proud of being eco.
If you have specific ingredients that you love in the product, highlight those separately but make sure that it’s very easy to find all of the ingredients in your product.
6 – A Title that Makes Sense
This could mean a couple of different things, as you’ll see in later examples. When you’re on the collection page on your store or anywhere that isn’t ON the product description page, you absolutely need to put the full product title—and potentially the size.
When I build a good product description page, I usually make the title something like this:
[adjective] [product title] – [size]
The adjective is typically a keyword that describes a benefit—you want to add this type of information to your Search Engine Listing Preview too.
7 – Sizing Options/Scale
There are a million stories out there where people bought a product expecting one thing and they received something way smaller or very, very large.
Don’t be that brand.
Offer sizing options, something to show scale in your photos, and put it in your title if it makes sense. If you build this into your good product description page, you’ll never hear customer complaints about size or scale.
8 – Photos
Everyone knows that you need product photo – but most people’s knowledge ends there. What you actually need for building trust in your product is a series of photos.
Front and back – typically this is on a white background.
Lifestyle photos – these show size and someone using the product. Typically these photos are warm and inviting, and they include the ideal customer. Try not to be cheesy, stock photos aren’t cool.
Diagrams – If this is applicable, how to use diagrams are extremely helpful for building trust.
Use Video – If you’ve created any video about this product, or you have the budget to do it – put it on your product page. People love videos and it’s GREAT to see someone actually using your product.
9 – Reviews
If you have these, put reviews on your product description pages. This is a no brainer so I’m not going to elaborate for you.
How to Write a Good Product Description
Understanding all of the elements for the page doesn’t necessarily make a good product description. When you’re writing your description, the most important thing is to make sure that you’re connecting with your ideal customer with your language.
For most brands, it is absolutely worth hiring a professional copywriter for these pages because they’ll be able to weave in and out of soft sell language, benefits, and product story in a way that drives the people on your page into the checkout process.
Don’t over-utilize adjectives, be very clear, and don’t assume that people know exactly what you’re talking about. You’re an expert on your products—potentially the only expert.
Don’t over explain or put too much description because again, people don’t read that stuff. Just focus on putting the most important information into the product description. Everything else that you WANT to say but it’s too much for the page, put it in an article.
2 Examples of What a Good Product Description Should Look Like
Because building a good product description is actually complex, here’s a couple of examples of good product description.
Boom by Cindy Joseph – this is actually a very good brand to follow for optimizing any piece of your marketing, including making great product descriptions. Their head marketer is Ezra Firestone, and he uses Boom to test everything. Then he shares that information very publicly. He uses pretty agressive techniques sometimes, and a lot of them are for very established brands, but has been ranking number one in sales through Shopify for years.
One thing to note on the Boom product description pages is the title. On the page, they use a review where the title goes—everywhere else on the website they use the SEO title. This has been highly successful for them and definitely worth considering but you do need to code that or use Zipify pages.
Final Straw – Final Straw has incredible branding. The short sentence description is humorous and catchy and all the most vital purchase information is above the fold. They do imagery differently (and beautifully) with their landing pages – preferring to spread them downwards on the page rather than the typical scroll through at the top. Take a page from their book and get creative with your imagery.
You’ll notice that they have very little product description words here. That’s specific to this brand only because they’re a one product shop so everything is about this straw on the whole site. Plus straws don’t need much introduction as a concept. I wouldn’t suggest doing this with any type of product that needs explanation about what it is or how to use it.
Now, get to making those great product description pages! If you need help, or just want another pair of eyes, get on the phone with us.