How to write better product descriptions for your online store

how-to-write-better-product-descriptions-for-your-online-storeYour product descriptions, along with their essential partner-in-crime – killer images, are the heart and soul of your online store. Unique and compelling descriptions can help you sell more goodies, whilst dull and badly written ones can have potential customers heading for the hills (or rather a competitor!).

A product description fulfills two essential requirements for your online business:

  1. it attracts relevant search traffic to your store, and
  2. it encourages the visitor to buy the product from you.

To achieve the first objective, you need to include the keyword phrases that people use when searching online for products like yours. These could be very specific, like “red patent leather high heeled shoes size 8”, or the less focused “Christmas party shoes”. (Tip: the more detailed the search phrase they use, the closer they are to making that purchase). Use keywords in the product page title and the image title, and weave related words through your copy too.

Enticing a visitor to buy requires a more engaging approach. You need to create vibrant and “chatty” copy that relies more on creative writing. Don’t be lazy and just paste in the manufacturer’s description – there are likely to be other places your visitor can buy this item, and this is your only chance to convince them to buy from you!

In addition to the specific descriptors, like sizes, colours and materials, try to explain the value of buying this product, how it works, how you can use it and the problem it solves. You might want to try suggesting other products you sell that would go with it as part of the product description.

Sound daunting? Try this. Imagine how would you encourage someone to buy this item if you were talking to them face-to-face. Picture them as you write, and explain to them why they should buy this wonderful thing.

It’s also worth checking out how your competitors are writing product descriptions on their sites. Shoppers are constantly checking different websites for the best deals and you need to stand out.

When you’re done, read it over again and again for flow and any spelling or grammar errors before you launch it online – you don’t want to appear unprofessional. Try and get someone else to read through it too.

When you are selling to such a huge, distracted and time-pressed market, you have to grab attention quickly and create the feeling “yes, that’s what I’m looking for!”. Focusing some of your precious time on creating beautiful photos and enticing descriptions is hugely important to the success of your online store.

I’ll write another post about creating your own great product images soon. Stay tuned!

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About Alison Hardy

Alison Hardy Alison is a freelance copywriter and content marketer. She specialises in dynamic online copy that helps small businesses reach and connect with the people that need them.

With a Southern Pommie accent and an unAustralian dislike for seafood, Alison came to Australia at the end of the last century. Despite these obvious disadvantages, she was offered a job in the ecommerce department of a local Internet company and has been working in digital communications ever since.

In the heady days of the first dot com boom, before she became a queen of copy, Alison helped produce websites. But project management wasn’t creative enough for this sassy lassie so she switched her attention to marketing and communications. Much more fun!

She spent the next 10 years in marketing roles, promoting businesses in the education, art, technology and online retail industries. This invariably involved writing persuasive copy online, offline and sometimes even in the line at the post office. Her talents helped her produce powerful copy for a wide range of purposes like websites, flyers, adverts, enewsletters, emails, social media and blog posts.

In 2012, she became one of the growing number of fearless people who take a leap of faith to work for themselves. Nowadays, you will find her in her slippers with a cat on her lap, wrestling sentences to create smart content to bring businesses to life.

A wordsmith, online champion, creative problem solver and a lover of strong tea, Alison has been working with us at Spiffy Stores for many years. She has helped us with marketing advice and writing content for our website, blog and knowledge base.

She’s pretty nice to work with, and thankfully has learnt to polish off a prawn or two so she can’t be all that bad. If you would like to hire her to write great copy for your website or marketing materials, visit for samples of work and her contact details.