Planning to release a new RFID-blocking wallet? Or maybe you’re struggling to get that beautiful handmade dress on the first page of Google? Most of the time, there’s nothing wrong with your product. It’s just that it doesn’t have the right title and description. Or maybe it’s not optimized for search engines or e-commerce sites. 

What are Product Descriptions?

Product descriptions describe the physical features of the merchandise, as well as highlights the benefits of using it. They provide the prospective buyers with as much correct information as possible to help them make an informed decision while shopping.

But, good product descriptions are not just for human readers and buyers. With the right keywords and strategic optimization, a well-written description can also help search engine algorithms find your product.

Images of your product and a specification sheet should be enough for your product to get found on the internet. But with millions of merchandise sold online (and thousands more added every day), it can be a challenge to get found on this digital warehouse.

Elements of a Good Product Description

So what are the elements of a good product description? Here are the basics.

Title

Apart from the product image, the product title is the first thing a prospective buyer or client is going to see when they visit the web page. 

An optimized product title should include the

* Brand name. Your brand name should be front-loaded in the title of your product to ensure that the buyer and the search engine know which company sells it.

* Product type. Whether it’s a mattress, a pair of shoes, or some brake pads, the product type is an essential part of the title.

* Descriptive information. Optional but good to have as the information can make it easier for the buyer to find what they’ve been looking for. This typically goes between your brand name and the product type.

Descriptive information can include the product color, shape, material, volume, etc. Adding descriptive information to a product is also a great tactic to help search engines find your product and point buyers to your website.

Product Description

A typical description generally contains one to two paragraphs highlighting the product’s attributes. You can add more if necessary, but there’s no sense in filling it with fluff if it doesn’t add value to your content.   

When it comes to product descriptions, it pays to be as detailed as possible. Let’s say you’re selling a writing desk, and you’re struggling with how to describe it.

First, think about who your target audience is, and tailor the description accordingly. If you’re targeting the general public, it’s best to write your product descriptions with a friendly and conversational tone. Forget about hard-to-understand business, tech, or scientific jargon – it will only confuse your potential customer. 

Use words that are easy to understand. It’s a writing desk, after all, not a quantum computer. Discuss how the writing desk answers a particular need or addresses the buyer’s specific issue. 

Highlight its distinct features in your description. Is the furniture style more Scandinavian, or is it more mid-century? Is it made of hardwood or medium-density fiberboard? How many drawers does it have, if any? Is it ergonomic? What is the color of the desk, and how many variants are available? 

Last but not least are the keywords. The description should sound natural but should incorporate the right amount of keywords as possible. 

Features and Benefits

This is where you highlight the merchandise’s features and benefits that you didn’t mention in the paragraph description. These are usually written in bullet points and consist of shorter, more impactful sentences.

Other Information

Size Chart/Weight and Dimensions

This chart gives the buyer an idea of how big or small the item is. Be as accurate and precise as possible so as not to mislead your buyers and prevent any annoying returns/refunds.

Specification Sheet

The product specification sheet provides your customers with everything they need to know about the merchandise without any fluff. It contains all the information your customer needs in a chart format, and may also contain the warranty information.

Optional Information

If you want to provide more value to your buyers, then add a product Q&A (also known as Frequently Asked Questions or FAQ) and product documentation/catalog. The product catalog can be in PDF or Word format, and it can be typically sourced from the manufacturer or your supplier.

Looking to hire a product description writer for your e-commerce store? Get in touch with Kalis Content today to boost your store’s online presence. Send an email to hello@kaliscontent.com for more information.