How to nail product Descriptions for Ecommerce

6 min read
Watb Team
A person writing on a pad on their knee's

Writing product descriptions is time consuming, laborious, and often dull if you have more than a handful of products.

But here’s the thing...

Having excellent descriptions are a must! It saves you time, money, and numerous potential headaches.

Here are a few extremely useful benefits of half decent product descriptions:

Product Descriptions for Google

Product descriptions are one of the most important parts of your product page where Google is concerned. To benefit from the billions of searches undertaken on Google every year, you need to make sure that Google know what your product pages are about. Your product description allows you ample room to do this. Perform keyword research and discover the keywords your audience is using.

Plus, having a product description already written makes it super-fast to setup a Google Shopping campaign, which is one of the best paid marketing solutions available for online retailers.

Tip: Discover what your customers are typing into Google and include some of those terms in your description. Read more on Keyword Research.

Sell your products through the Description

Having a description allows you more room to sell your product. It’s features, benefits, and why your product is important help your readers understand more about what they are buying. Unlike a physical store, you aren’t able to influence a purchase through your own enthusiasm and advice, so use emotive language along with the key selling points to increase the chances that your online visitor becomes a buyer.

Be sure to include buzz words such as free delivery, and free returns, you can also use the description section to make the customer feel more at ease for using your services.

Emotive language is just one of the ways you can improve your conversion rate. Check out our guides on Conversion Rate Optimisation for more ideas you can implement today.

Fewer Returns and Better Reviews!

Returns cost money, agro, and headaches. If a customer buys a product which doesn’t match their expectations of what they thought they were going to buy, they will likely want to return it.

If you don’t let them return it, they will likely complain and write bad reviews, which will put off future business.

A good product description allows you to change their expectations of the product, and reduce the possibility that the customer is buying something they don’t actually need, and will inevitably want to return.

How to write a Good Product Descriptions

We’ve already covered a few of the key points above, but here’s your ultimate list of what to include in your product description.

1. Be descriptive with as many features as possible

Highlight as many features, benefits, and uses for the product. Have a picture frame to sell? Be sure to include its measurements. Can it be hung or be stood on a shelf? These are all questions that a visitor to your store would be able to answer easily when looking at the product, but online, the description is where they get this information.

The number of words really doesn’t matter, so don’t get hung up trying to reach XXX number of words. What’s important is that all the most important pieces of information about the product are available.

2. Use emotive language

By adding a sense of urgency to a product sale you might be running, you can encourage the customer to purchase today, instead of waiting and potentially forgetting to make a sale later on.

Bring the product to life with emotive language to make to make it more relatable. When matched against lifestyle images of the product (ie, how a frame will look in a home), this can be a powerful combination.

Avoid jargon that your audience may not use themselves. Try to speak in their language. If you’re not sure what they is, you can research your customers on social media and forums to get a taste of how they speak.

Here’s a guide on how Good Copy can Improve your Conversion Rate

3. Don’t duplicate your Amazon listing description

This one is more for SEO best practice. In short, if you have the same description on Amazon as your own website, you will likely see your Amazon listing taking precedence over your own website as Google decides that Amazon is a more powerful website than your own. That likely means lower profit margins.

4. Improve readability

Add bullet points and separate the description into different easy to read sections to speed up the time it takes for someone to get the information they want. Consider sections to product measurements, delivery information, be sure to keep these areas consistent across your website.

5. Emphasise any free delivery, free returns etc.

“Free delivery on this product” instantly relieves a customer’s concern about how much delivery could be.

“Free returns” removes a potential barrier for customers who may be worried that the product isn’t going to right for them.

Both of these are proven to improve conversions.

6. Include Reviews

By allowing reviews on your product pages, people are going to get more information on what the product is like from real life customers. This can improve your chances of gaining a sale, and provide valuable feedback about your products.

You can also integrate star ratings which could be included in your product category pages, and within your Google search listing.

Organic Star Ratings
Here’s how your business can integrate Google star ratings

7. Don’t forget the META

You likely already know what META is. And if you don’t, I can guarantee that you have already read a META or two whilst using Google.

META is the text that accompanies a Google search result, as show below.

A meta desciption example

You have the ability to change what appears in your META, and it’s a good idea to do so. You can change it so that it is more descriptive, emotive, and eye catching compared to the other search results.

This improves your click through rate (the number of people who have seen your website appear in search results and clicked through). This, in turn, can improve your search engine rankings.

Remember that Product Descriptions are a must

The most important lesson to remember is that product descriptions are worth writing. They may take a while to complete if you have a large store, but by getting them done now, you’ll be looking at better rankings, more traffic, higher conversion rates, and more revenue.

For more information on how you can improve your SEO, check out this post on how to optimise your blog for SEO. It has a lot of advice which can transfer over to your product descriptions.
Writing product descriptions is time consuming, laborious, and often dull if you have more than a handful of products. But here’s the thing. Having excellent descriptions are a must! It saves you time, money, and numerous potential headaches.

Social Media Management Software

In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.

By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.

In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.

At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.

Screenshot of Hootsuite's homepage

We recommend: Hootsuite

There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).

They do try to hide it on their website though so make sure you follow this link in order to get to the right page.

The free version of this software lets you:

  • Manage up to three social media profiles from a choice of channels including Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Schedule up to 30 posts in advance at any point in time
  • Track follower growth, likes and comments
  • Integrate two RSS feeds in order to find and share compelling content
  • Access Hootsuite’s online help center and community forum

Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.

But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.

Website Tracking Software

We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.

By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.

There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.

Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.

Screenshot of Hotjar's homepage

We recommend: Hotjar

Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.

Hotjar tools include:

  • Click, move, scroll, download and share heatmaps that can also be split by device type
  • Visitor recordings that allow you to replay sessions of real site visitors
  • Conversion funnels that identify on which page and at which step the most visitors are leaving your site
  • Form analysis that can help you to discover which fields take too long to fill, which are left blank and why your visitors abandon your form and page
  • A customizable widget that allows you to create pop-up feedback polls
  • Responsive surveys that can be distributed through web links and emails, or featured your site just before your visitors abandon the page in order to discover what their concerns are
  • The ability to recruit test users in order to get instant feedback on your site

Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.

While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.

For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.


Lead generation doesn’t have to be an expensive endeavour.

What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.

If you believe in your business’ ability to help its customers then all you have to do is let that shine through.

Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.

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