What is a Product Description?
A product description defines what your product is to your customers and entices them to make a purchase.
Product descriptions typically include information such as what the product looks like, how it feels, where it's made, and the materials that make the product. A good product description also uses descriptive language to sell an emotion or a feeling that the product embodies.
Product Description Fields
There are multiple fields you can use to add descriptions on each product page.
- From your admin area, navigate to Inventory > Products and click a product code to open the product edit page.
- You can add the main Product Description to the Description field under Basic Info.
Secondary Product Descriptions
- On the product edit page, scroll down and locate the Advanced Info section.
- Click to expand the section, then select the Product Descriptions tab.
- Enter descriptions and formatting into any of the available fields to add the content to the product page.
The Product Description Short field will display on the product's category page(s) and in search results.
Features will display below the main product description as a bulleted list.
Technical Specs and Extended Information will appear in tabs alongside the main product description. If no text is entered in these fields, the tabs will be hidden on your storefront.
Product Description Above Pricing displays above the product's price on the product page.
Tips for Writing Product Descriptions
Describe All Features
Aim to write an informative and accurate description. Use some of the brainstorming questions below when writing content for your product descriptions.
- What are the features of the product?
- What are the benefits of purchasing the product?
- What are the dimensions of the product?
- What are the materials used in the product?
- What are the maintenance instructions for this product?
The best product pages use accurate descriptive text and detailed product photos to entice shoppers.
Unless you're sure that your customers will understand industry jargon, take a sentence or two to define any professional slang in your product descriptions.
Avoid using sentences that are riddled with technical phrases without context. For example: "This mic offers excellent transient response and substantial dynamic headroom to reduce nonlinearity."
Grammar, Punctuation, and Spelling
Language is less structured in the internet age, but grammar, spelling and punctuation still play an important role in your business' credibility.
Be sure to follow grammar rules, maintain clear sentence structure and double check your spelling.
Keep it Legible
Many customers don't want to read a huge block of text. Make it simple for the skimmers by using a clearly legible font and font size. Consider using bullet points or font emphasis to make the main features stand out in the description.
You can increase your connection with your customers by helping them to understand that you are a genuine, real person and not a big, impersonal company. Whether you've used your products or not, be sure to personalize the description and use subjective language.