Use product descriptions to answer customer questions:
When someone makes a purchase from your online store, you’re asking them to take a leap of faith. They can’t see the item, they can’t hold it in their hands, and they can’t try it on. That’s where a good product page comes to the rescue. If you’re not sure what to write, focus on the questions a customer would have.
Always include plenty of product detail:
When you write for the web, it’s common to hear “don’t use too much text” or “people don’t read much on websites.” That’s all true, but you should still include all the necessary details and product specs. That way people know what they’re getting, and you can prevent unnecessary returns and refunds from people who accidentally order the wrong thing. Think about size, weight, color, materials, where the item was made, etc.
Tell a story to differentiate your store from big businesses:
Chances are high that your item (or something similar) is available from a big box online retailer at a lower price. But fortunately for small businesses everywhere, consumers are motivated by more than price and convenience.
Write good product descriptions that are easy to read and scan quickly:
You should always format product text particularly for the web and for how people read. Headlines, bullets, short paragraphs, and lots of pictures are all ways that you can make online shopping easier for customers. You might hear advice to use power words or superlatives, but it’s best to just stick to natural language that a real human being would actually use.
Add customer testimonials and social proof to your product pages:
One thing that all these sample product descriptions have in common is that they all use some form of “social proof” to sell. Those could be in the form of reviews, testimonials, or “as seen in” links to newspaper articles and blog posts.
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