How To Write Product Descriptions That Convert: Examples & Templates
The Product descriptions are prime real estate. This is your final chance to let customers know what you’re made of… literally.
While you need to provide as much information as possible about your products, you don’t want to bore your customers. Every word counts. Let me give you the rundown on how to optimize your product descriptions for conversion.
What makes a Product Description “convert”?
These days, people are health-conscious ~ but let’s be real, they still don’t understand half the labels they read. Listing your ingredients is a given, but remember: your customers aren’t scientists.
What they do understand? Benefits. Cravings. Aspirations.
Your product description should connect with their desires, values, and their identity. This is where your brand voice and customer insight come in clutch. (Which you should already know from your brand strategy, right?)
The real conversion triggers lie in the following:
Social proof
Trust signals
Emotional hooks
Crystal-clear copy
Stop making them do all of the work. Anticipate their questions before they ask. Make it easy for them to say “yes.”
Who is reading your product descriptions?
Hint: Not robots. Not your supplier. Your customer.
So don’t flood this section with jargon. If your ideal customer reads it, will they:
Understand it immediately?
Feel seen or excited?
Want to click “Add to Cart”?
If not, delete it and rewrite that shit. Read it out loud. Make sure it sounds like something they’d say or need to hear.
(Grey’s) Anatomy of a High-Converting Product Description
Breakdown this section into even smaller sections. Key ingredients to a successful Product description are as follows: headline/hook, sensory lead-in, key benefits, unique ingredient/process callout, short bullets, or visual details.
A Few of My Favorite Product Descriptions:
Carnivore Snax
Why it works?
Olipop
Why it works?
DORA: Fill-in-the-Blank Template
I guess I'll make a disclaimer. Don’t be dumb and copy this verbatim. However, since I know you aren’t you can just ignore this part.
If you INSIST on writing your website, here is a quick template you can follow for your product descriptions:
Meet your new { Adjective + product category}, {descriptive phrase}.
Next sentence Option #1
Crafted/Mixed/Customized with [ingredient/process] and designed to [benefit or outcome].
Next sentence Option #2
Crafted/Mixed/Customized/Designed to [benefit or outcome] with [ingredient/process].
Whether you’re [context or use case], this [product] delivers [emotional/functional payoff].
This product description template will get you going.
Now, if this is too much damn work and you would rather allocate your precious time to build the world's best brand, I’ll handle this for you.
👉🏽 Inquire about my Top Shelf service, and I’ll make sure your website copy is doing what it’s supposed to do: make you money.
