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When your customers are shopping online and they visit your store, unlike traditional, physical shops, you’re not there to communicate and guide that customer through the buying process. Instead, your product descriptions have to do that for you.

Creating the perfect product descriptions can be a daunting and laborious task but, using the nine tricks and tips below, you can get ahead of the competition by creating descriptions that really impact your readers.

Discover Your Target Audience

The first and most important thing you should do is to define who is going to be buying your product, there’s no point in writing descriptions for holidays using young slang and digital language if you’re selling Over 50s holidays. Figure out who you want to sell to before anything else.

Communicate Directly with Your Audience

Always remember that your description is going to be read by a person, not a machine. You can connect with these people on an emotional level. Give them something to remember about your product. Make it funny or make it sad. One of the most effective techniques is to create a story of someone using your product for your product description. This gives your reader something to emotionally connect with, making them more likely to buy.

Your Businesses Tone of Voice

Even down the little details of your product descriptions, these descriptions are still reflecting the image of your business. If your business and its website and printed media all have a professional, blue-chip kind of feel to it, you’re going to be disappointed if you create descriptions that try to be funny. Stick to your brand image and keep everything, especially tone, consistent.

Highlight Your Products Features

Nobody wants to read about every single feature of a product in bullet list down a web page, customers want to know if your product can change their lives and how. If they don’t like it, they won’t want to buy it. It’s highly recommended that you list out the features and specifications of your products in a list and next to each feature, turn this into a benefit for the customer. Now take this benefit information and transform it into a compelling product description.

Be Short and Precise

Statistically, internet users only ever read, on average, around 16% of the content on a web page. This means your product descriptions have to be scan-friendly and will easily grab the attention of your reader. And that doesn’t just mean in terms of fonts and graphics, it also means that you should use key buzzwords that will catch your reader's eye and draw them into your product. For example, if you’re selling beach holidays, ‘Golden Sands’ is a buzz phrase that stands out and will help to catch and draw in those customers.

Use Tools to Help

If you’re struggling to create comprehensive, engaging and compelling product descriptions, or stuck at a certain stage, here is a list of readily available tools that will help you perfect your text;

  • Paper Fellows – This online writing community allows you to upload your product descriptions that can be examined by professional writers from around the world who can provide feedback and tips on how to improve.

  • Proofread Bot -  If you’re looking for a fast and free way to proofread your product descriptions, this online app is perfect for typing or copying and pasting for expert feedback and corrections.

  • Ox Essays – If you’re looking for a more human touch when it comes to proofreading, Ox Essays allows you to send off your written product descriptions to be read through by an expert writer who will make the relevant changes.

  • WriteURL- If you’re looking for a custom text editing software you can use anywhere in the world, look no further than WriteURL. A rich text editor allows you to practice and create your product descriptions with the ability to customise and edit as you go.

  • Big Assignments – As with any kind of writing, editing can be the most difficult part. After you have created your own product descriptions, send them off to Big Assignments where they can be expertly and professionally edited by an expert writer.

  • Write Box – Another fully online text editor, you can easily type and create your perfect descriptions, no matter where you are in the world, as long as you have an internet connection. This allows you to be truly free when it comes to writing product descriptions.

  • Academized – If you’re still stuck and don’t know where to turn, Academized is always on hand to handle your custom writing tasks upon request, allowing you to order as many or as little as you want whilst guaranteeing the highest quality.

Draft, Edit, Revise

One of the most important things to remember in product writing is to get it right. This description may be the only form of communication your business has with this customer which is why it needs to give everything it has got to give. After you are happy with your first draft, return to the description the next day and re-edit. Keep repeating this until you won’t edit anymore!


Finally, once your product descriptions are online, continuously refine and develop them. Making check out what your most successful products are against your least popular and look at the differences in the descriptions. You can also add elements of SEO into your product descriptions, increasing both your search engine page ranking and therefore your website traffic!


Mary Walton is a professional editor and online tutor, currently living in Santa Monica. She blogs on Simple Grad, her educational blog.