Write high converting product descriptions

Product descriptions have the power to convert buyers and drive traffic to your website.

Keep your product descriptions to 250-500 words, and include keyword rich phrases and product titles, but remember, do not force this, it should feel natural and not spam-like

Always proofread, proofread, proofread - spelling and, grammatical errors will instantly erode trust in your product.

But, how do you structure a good product description?

Well, there are two main areas on the product page to consider

1) Above the fold:

Above the fold refers to the portions of the page visible without further scrolling or clicking. Here you should include:

Product title (use the ‘heading 1’ style here)

Remember to include keywords that your customer avatar will be searching for. What words would your customer type in Google to find your product?

4 - 6 Bullet points with key benefits of your product

The features tell the customer something noteworthy about the product, and the benefits explain how the customer’s life gets better because of it.

A short ‘teaser’ description (use the ‘paragraph’ style here)

Explain why they need this product, how it will make their life better. 

2) Below the fold:

Below the fold refers to the portions of the page visible after further scrolling or clicking.

The body of your description, 

Use paragraph for the body copy and the headings (‘heading 2’ or ‘heading 3’) to break content into chunks. 

Here you can explain product features, specifications, warnings and why it is better than similar products on the market.

You did it! By now you should have 250 - 500 word product description ready to go!

For more tips on how to write or structure content including other other elements to consider for your product page get a copy of our website content planner.