Writing effective product descriptions is an art. Getting it right can mean the difference between selling millions of products to millions of people and watching millions of visitors click away to purchase the same product from your competitors. Follow these rules when writing product descriptions to engage consumers and convert casual visitors into loyal customers. Learn more: https://www.onespace.com/blog/2017/04/6-keys-to-writing-product-descriptions-that-sell/

1. How to Write a Product
Description That Sells
Learn how to write a product description that sells by
using unique, keyword-rich content to drive organic
search and increase conversion rates.

2. Why is product content important?
88% of consumers say that
product content is extremely
or very important to their
purchase decisions.
- Salsify
“Quality product descriptions
can transform e-commerce
conversion rates – it’s
common to see increases of
30 to 100 percent.”
- Smashing Magazine
“Original product descriptions
help avoid Google [penalties],
which can affect retailers that
use the exact descriptions
suggested by suppliers.”
- Practical Ecommerce Magazine

3. 9 Best Practices for Creating
Product Descriptions

4. Create unique
content.
Do not rely upon manufacturers to
supply descriptions for the products
you sell on your website.
1
Search engines typically favor websites with
unique content.
Manufacturer-provided content is unlikely to
reflect your brand’s unique voice and tone.

5. Incorporate frequently used
keywords.
Consult a keyword research tool such as SEMrush or Moz
Keyword Explorer to determine primary and secondary
keywords for each description based on search volume
and relevancy to the product.
2

6. Example
Primary keyword: women’s black dress pants
Secondary keywords: women’s black trousers, women’s black slacks

7. Incorporate long-tail keywords.
Long-tail keywords may have a lower average search volume, but because
they indicate a more direct and targeted search, incorporating them into
your product descriptions can lead to higher conversion rates.
3
Long-tail keywords: maternity black dress pants, high waisted black dress pants
Example:

8. Describe features
and benefits.
Each product description should
outline not only what the product
does (its features) but also how it
benefits the consumer.
4 This example describes a tangible benefit of the
product by saying that it adds energy and elegance to
the customer’s home.
This example describes the product, a photo print, as
“high definition” and “colorful,” but it fails to mention
how those features impact the customer’s life.
Correct
Add elegance and energy to any room
with high-definition canvas photo
prints in a wide array of colors.
Incorrect
High-definition, colorful photo on
canvas

9. If your content can convince shoppers that your product will solve their problems,
you can make their purchasing decisions virtual no-brainers.
Example Product Description Feature Benefit
Curtains The panels of these curtains
are adorned with a neutral
geometric design, which works
well with both traditional and
modern décor.
neutral geometric design works well with both traditional
and modern décor
Frozen Ravioli Each ravioli is crimp-sealed
with serrated edges to prevent
water leakage and maximize
the appeal of the dish.
crimp-sealed with serrated
edges
prevents water leakage and
maximizes the appeal of the
dish

10. Use emotional hooks.
Consumers respond favorably to vivid and engaging language.
Words that carry emotional heft grab a reader’s attention more
quickly than dull or submissive language.
5
This example is powerful because it describes
emotional concepts such as enjoyment and
satisfaction.
This example is weak because it fails to convey how a
person will feel when using the product.
Correct
Savor the taste of deliciously blended
coffee, when and where you like it,
with this coffee maker.
Incorrect
This coffee maker makes great coffee.

11. Cut the fluff.
Do not pad content with generalities
or filler language to meet minimum
word count requirements.
6
This example provides value to the reader by clearly
describing the product’s features and benefits.
This example provides little value to the reader, as it
does not address any concrete features of the product.
Correct
These canisters have pressure-fitted
lids to keep contents fresh and gauge
windows so you can easily see how
much inventory you have left.
Incorrect
There are three things you can do with
this set of canisters.

12. Make it easy to understand.
Use the inverted pyramid format to prioritize and structure
information for easiest comprehension.
7

13. Keep it scannable.
Use paragraphs, subheadings and
bullet points to make it easy for readers
to scan the information.
8

14. Example
Begin with an intro statement
highlighting key selling points and
primary benefits.
Use bullet points to call out additional
features and benefits.
Add details about the product’s most
compelling selling points.

15. Maximize results with
OneSpace.
Use OneSpace to create unique,
consistent and accurate product
descriptions at scale.
9 • Leverage structured product description
templates based on industry practices.
• Supplement your internal team with 200+
OneSpace Direct™ writers trained in
content optimization and e-commerce best
practices.
• Access keyword optimization and
proprietary quality assurance features to
improve results.
• Complete thousands of high-quality
descriptions per day.

16. Want to learn more?
Sign up for a free consultation.