Placzar 5th editionA

product description is a form of marketing copy used

to describe and explain the benefits of your product. In other words,
it provides all the information and details of your product on your
ecommerce site.

These product details can be one sentence, a short paragraph or

bulleted. They can be serious, funny or quirky. They can be located
right next to or underneath product titles and product images. They
can be scannable selling points or have strong readability.

There are multiple styles and ways to make product descriptions

work for your ecommerce store, but there’s much more to them
than simple copywriting.

Creating the Best Product Descriptions

There’s no doubt product descriptions can help take your business
to the next level, but what should they say? How long should they
be? Which format is best? How do you make the products rank high
for Search Engine Optimization (SEO)?

Here’s a product description template to follow:

1. Think about the who, what, when, where, why and how before writing.

This method is often used by journalists to provide facts in their

stories and it is the first step in crafting a product description.

 Who is this product for? The target audience can be gender

(i.e. male or female), an age group (i.e. college students or
retirees), a lifestyle demographic (i.e. new mothers or car
enthusiasts) or some other defined group of people.

 What are the product’s basic details? This includes attributes

such as dimensions, materials, product features, cost and
functions.

 When should someone use the product? Is it meant to be

used during a certain time of day, seasonally or for a specific
type of occasion? Just as important is pointing out if a product
can or should be used every day or year-round. These details
will help speak to the product’s long-term value.
  Where should someone use the product? Is it meant for indoor
or outdoor use, for your car or your home?

 Why is this product useful or better than the competition? This

can be anything from quality to value to features. Think about
the product benefits to your customers and consider how
images can complement your product copy.

 How does the product work? This may not be necessary for

every product, but it’s a must-have feature if you are selling
anything with moving parts or electronics.

Let’s now dive into ways to make your product pages and landing
pages shine.
2. Determine the best format to describe your products.

When starting to craft your perfect product description, it’s important

to determine the best format to use.

Since some online shoppers only scan text on websites, it might be

helpful to use bullet points that cover the most important product
details. Bullet points should generally be used for specs (like
dimensions) or short phrases (like features) so they are quick and
easy