Product descriptions are some of the necessary elements of your ecommerce website as a result of they serve to persuade potential clients to purchase your product. A superb product description will give clients the main points they should know what they’re shopping for whereas additionally being well-written sufficient to steer anybody on the fence about making the acquisition. 

On high of that, you need to be aware of utilizing key phrases correctly so your merchandise can present up in search outcomes when persons are searching for the varieties of merchandise you promote. Plus, be sure you take into account extra components like product images and movies, in addition to consumer opinions, along with your written descriptions. Let’s dive into some good examples to take inspiration from. 

1. Weber Grill

Weber is a well known model on the earth of grilling, and their product descriptions do an amazing job of highlighting the options of their merchandise whereas additionally explaining how these options profit the client.

On this product description, Weber opens with, “Open the door to the world of grilling with loopy good meals and pals coming collectively.” 

This can be a nice strategy to begin as a result of it instantly units the tone for what the client would expertise with this grill of their life. It’s not only a grill, it’s a strategy to entertain and spend time with pals.

They then go on to record a few of the key options of the grill, like its versatility and ease of use. “So whether or not it’s a busy Monday or a relaxed Sunday—invite a few pals over, push the ignition and benefit from the particular ambiance that surrounds the grill.”

By portray an image of how the product can be used, Weber makes it simple for potential clients to think about themselves utilizing the product. This can be a nice strategy to create a reference to the client and encourage them to observe by on making the acquisition.

Additional down, Weber provides to its product descriptions with particular options and advantages specified by an interesting, visible method. Porcelain-enameled cast-iron cooking grates, for instance, make for “the best-tasting meals.”

These product descriptions make it simple for a buyer to know what they’re getting and the way it will profit them, particularly for starting grillers.

That is additionally an amazing instance of utilizing persuasive language to promote a product. Weber doesn’t simply record the options of the grill, they clarify how these options will make the client’s life higher.

2. KONG

KONG is a canine toy producer that has been round for over 40 years. Their product descriptions are quick and to the purpose, however they nonetheless handle to be persuasive.

Let’s break down this quick however dense product description little by little.

• “Mentally stimulating toy…” – That is the primary bullet level you see once you land on the product web page, instantly telling you ways the product can profit your canine.
• “…satisfying canine’ instinctual wants” – This can be a nice follow-up to incorporate in a product description. It not solely tells you extra about the advantages however alludes to veterinary science to help these advantages. 
• “Unpredictable bounce for video games of fetch” – KONG designed their Traditional Canine Toy to have an unpredictable bounce. This can be a nice instance of how a product function may be changed into a profit. This may increasingly not have been one thing clients have been searching for (one thing that bounces in another way than their canine’s different toys), however now that they find out about it and may see how it will profit their canine.
• “…for common chewers” – By together with details about who the product is for, KONG makes it simple for purchasers to know if that is the fitting toy for his or her canine. 
• “Nice for stuffing with KONG…” –  KONG’s declare to fame is that their merchandise may be full of meals or treats. This not solely explains methods to use the product, it additionally lays the groundwork for cross-selling it with different KONG merchandise, like their treats.
• “Beneficial by veterinarians and trainers worldwide” – Social proof is a robust software, and KONG makes use of it successfully of their product descriptions. By highlighting their skilled approval, they add an additional layer of credibility to their merchandise.
• “Pure rubber” – For these of us who’re searching for eco-conscious merchandise, being reminded that KONG’s toys are made from pure rubber is a good promoting level.

The rationale these bullet factors are so impactful is that they’re all benefit-focused. KONG may have simply listed the options of their product, however by specializing in the advantages, they can present potential clients how their product will make their canine’ lives higher.

3. Hermes

Hermes is among the many most well-known luxurious manufacturers on the earth. They signify luxurious to the best diploma—their merchandise are impeccably made, their designs are timeless, and their costs are… properly, let’s simply say they’re not for everybody.

However, though Hermes’ merchandise are out of attain for most individuals, the model nonetheless has a really loyal following. And a giant a part of their attract is their product descriptions.

On this instance of a portion of their ecommerce website specializing in their jewellery line, you may already grasp the air of refined luxurious they’re going for. 

Written principally like poetry, Hermes makes use of phrases like “give substance to the intangible” to explain their merchandise. And whereas which may not imply a lot to some individuals, for individuals who are searching for a luxurious product, it hits all the fitting notes.

Hermes is ready to take one thing as easy as a jewellery assortment and switch it right into a capital-E expertise. By utilizing language that’s evocative and aspirational, they can faucet into the wishes of their clients and create an emotional connection.

It’s necessary to notice that Hermes doesn’t simply depend on flowery language—in addition they use bullet factors to record the options and advantages of their merchandise. However by wrapping these options and advantages in a layer of luxurious, they can differentiate themselves from different manufacturers and cost a premium worth.

It’s an efficient one-two punch: use product line homepages for aspirational, high-minded language, then use the person product descriptions to get right down to brass tacks, offering details about match, really feel, options, and materials.

This sort of product description isn’t going to work for each model. Most often, it’s not the most effective method. However, for a model with aspirations and an id like Hermes, it completely aligns with their goal consumers, permitting them to draw the shoppers who’re almost definitely to purchase from them.

4. Lamicall Adjustable Laptop computer Stand

Right here’s a very totally different instance: a sensible product bought on Amazon with a product description that has no time or want to be overly flowery or evocative. 

When writing product descriptions for Amazon, issues are slightly totally different. You don’t have as a lot house to work with, and you must be laser-focused on the options and advantages of your product. That’s precisely what Lamicall has performed with this Amazon itemizing for his or her adjustable laptop computer stand.

On Amazon, you need to prioritize objectivity and considered use of key phrases over being inventive. It’s all about slicing to the short.

Lamicall’s laptop computer stand can deal with a variety of laptop computer sizes, is mild sufficient to be moveable but sturdy sufficient to remain put throughout use, and adjustable to supply a greater ergonomic expertise for customers. All of this will get highlighted with none fluff within the “About this merchandise” part. 

Different components of this product description that make it efficient are a slideshow of the product images, which present the product in use, and embrace a video displaying it in motion. 

Total, that is an efficient product description that does an excellent job of highlighting the important thing options and advantages of the product. And whereas it’s not as inventive as a few of the different examples on this record, it’s a superb instance of how you’d write a product description for Amazon.

5. Apple

Apple is well-known for its immediately recognizable branding, and their copywriting is an extension of that. Whereas they don’t write lengthy, detailed product descriptions like another manufacturers, their quick, punchy copy is extremely efficient.

In just some phrases, Apple is ready to seize the essence of their merchandise and create an emotional reference to their clients.

When Apple’s copywriters describe their merchandise, they go above and past. Let’s take this splash web page for the iPhone 14 Professional, for instance:

By describing it as “a magical new strategy to work together with iPhone,” they’re tapping into clients’ wishes for one thing new and thrilling, even when they’ve owned the final 5 iPhone fashions.

And by mentioning its “groundbreaking security options designed to save lots of lives,” they’re tapping right into a extensively human want to guard ourselves and our households.

The iPhone is a product with tons of capabilities. With a purpose to successfully promote it, Apple must concentrate on the options that matter most to their clients. Typically, their buyer base already owns an iPhone, and Apple must take an method that can persuade them to improve to the newest mannequin. 

By specializing in aspirational language (“magical new means”) and actual, human considerations (“designed to save lots of lives”) whereas additionally weaving in what’s modified underneath the hood (an enhanced digicam and souped-up smartphone chip), they successfully persuade house owners of older iPhones that they could be lacking out with out the 14 Professional.

Additional down, Apple provides some sparse copy to say the pricing for the 14 Professional’s two fashions. 

And whereas which may seem to be a wierd place to place it, it’s truly very efficient. By placing the pricing in the course of the web page, they can get individuals emotionally invested within the product earlier than they even know the way a lot it prices. And, as everyone knows, persons are extra probably to purchase one thing in the event that they’re already emotionally invested in it.

6. Casper

Casper is a direct-to-consumer mattress model that has disrupted the standard mattress business. And a giant a part of their success is their intelligent copywriting.

On this instance, Casper opens its product description with “right here’s how the Unique Mattress unlocks your finest night time’s sleep for even higher tomorrows.” That could be a line that’s fantastically centered on tapping into clients’ aspirations for higher sleep and, by extension, higher total high quality of life. Using the phrase “unlocks” additionally holds particular energy, implying that this mattress solves some form of persistent drawback for the client.

Under that, you see 4 short-and-sweet bullet factors itemizing out key options. They even daring the important thing opening phrases of every level, drawing the reader’s consideration to the necessary takeaways (resembling “multi-zoned help” and “sturdy base foam”).

And, under the bulleted options, a bolded assertion—”don’t lose sleep”—attracts our consideration to a few advantages: free transport and a risk-free buy with their 100-night trial interval and a 10-year guarantee.

Casper can also be superb at utilizing social proof of their product descriptions. On each product web page, they current a carousel of buyer opinions and images.

Since most individuals are hesitant to purchase a mattress on-line with out sitting or laying on it in a retailer, these opinions and images assist to ease buyer fears and enhance the probability of a purchase order. Social proof is important to growing the probability of a sale, particularly costly gadgets and those who individuals want to work together with earlier than shopping for. That’s one thing that Casper understands completely and does all the pieces proper so as to assuage buyer fears and hesitation.