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eCommerce Product Description Fundamentals: Writing Copy That Sells

Are you guilty of creating copy-and-paste product descriptions on your eCommerce site? Chances are the answer is yes. And if you have, you’re not only putting your site at risk of being penalised for duplicate content, you’re also guilty of providing potential buyers with a lackluster reason to convert on your site.

The product description is the last piece of the puzzle. It’s the copy that gets users to turn from browsers into buyers and inspires them to add the item to their cart and check out. But, what does a great product description look like (and how can you create your own)?

We’re answering these questions and more in our product description fundamentals below!

Begin With the Basics

First and foremost a product description is there to communicate the key details of your product or service. And as such, you should consider the basics of each offer to understand what must be included in each description.

This includes key details such as:

Specifications – This includes numbers like dimensions, weight, materials, ingredients, and other vital information. What’s Included – Offer information on what comes with your product or offer. This should include details on accessories, parts, batteries, etc. Warranty/Returns/Guarantees – Offer guarantees, warranty information, and return policy instructions so buyers know everything they need to before hitting the “Add to Cart” button. Production – Increasingly, buyers care about where products are made. Make sure this critical detail is always included.

Break Up the Copy

As you can tell from the bullets above, your product description (even at the most basic level) includes countless key details that buyers will be on the lookout for. As such, you can’t hide these details in lengthy paragraphs or an unattractive format. If you do, buyers may just abandon the page rather than take the time to hunt for the information they want.

The best way to structure the copy is to break it up into bullet points for the most basic details (weight, dimensions, where the product was made, what’s included) and use paragraphs to paint a picture driven by each customer’s pain points, wants, and needs.

Of course, no product description is complete without high-quality images or a product video. In fact, you may just want to add a video considering that viewers are between 64% to 85% more likely to make a purchase after watching.

A Fundamental Formula Worth Following

Depending on the size of your eCommerce store, you may have anywhere from a handful to hundreds of product descriptions to write. And as such, having a go-to formula for creating product descriptions that resonate with buyers, boost SEO, and increase conversions is essential.

For the best results, use the following formula:

Descriptive, emotion-driven paragraphs Bulleted list of basic details Call-to-action button to “Add to Cart”

The best part is that manufacturer descriptions often give you the basics of what you need to know. This means it’s up to you to paint a picture based off your buyer personas and the benefits (not features) of your offers to inspire a sale.

Make Your Product Descriptions Matter

All too often, eCommerce storeowners are in a hurry and copy and paste product descriptions to finish their site, and fast! But when great product descriptions matter for rankings, conversions, and the future of your business, spending a few minutes on each seems like a worthwhile investment.

If you’re not confident in your writing abilities or just don’t have time to create your own stellar descriptions, Adonis Media can help! Contact a member of our team today for custom product descriptions carefully crafted to convert leads and generate sales for your business!

Key Takeaways

Unique product descriptions boost your site’s SEO (unique, longer content), resonate with buyers, and are known to increase conversion rates. Each product description should include basic details like specifications, what’s included with a purchase, information about the warranty and return policy, and where the product was made. Breaking up your copy into paragraphs, bullet points, photos, and videos is a great way to engage potential buyers and inspire them to make a purchase. The best way to create a product description is to begin with compelling, emotion-driven paragraphs, use bullet points for key specifications, and include the call-to-action (“Add to Cart”) button at the bottom of the page.

Now it’s your turn: How do you create exceptional product descriptions that inspire customers to convert? Share your best practices in the comments below!

Web Design Stuart Florida


Our mission is to create the most up to date, mobile friendly, visually dynamic website for your business to attract visitors and keep them. We build websites for businesses and organizations of all sizes. Tatem Web Design LLC has been in business in South Florida for 20+ years. We service all of South Florida including West Palm Beach, Stuart, Jupiter, Port Saint Lucie, Fort Pierce, Boca Raton, Vero Beach and any where in between.
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Tatem Web Design learns what your website needs are and we supply a detailed website design quote that has all the costs associated to the design and development of your new website including hosting costs, design costs and any added development your website requires. Tatem Web Design builds and develops custom websites for all size businesses and works closely with our clients to ensure we meet their satisfaction. Web design price quotes are unique to every client and are different for each project we build. Contact us today for a FREE WEB DESIGN Quote.

We will first ask for a general overview of your company. We will need your company logo for your colors, the domain name you want to use, the number of pages you think you need, and any descriptive information about your business. We can work from an existing website of yours, using your content and images with a new template and a fresh new look. Our college educated English language writers create content for any type of business. We want to hear about your business and your vision so we can create the most most powerful website for your business.

Tatem Web Design builds websites in Wordpress, Joomla and Shopify. Wordpress is for clients who need small information websites or small WooCommerce stores. We create Joomla for our larger corporate clients who need advanced functionality, website development and member based solutions. We are Shopify Partners that design and develop Shopify websites for our Ecommerce clients who need a powerful Ecommerce solutions to sell products.

We offer training to our clients upon request and train a staff member on managing basics like content and image updates on pages. We also train our clients on using blogs. For systems like Shopify we train customers on orders and customers so they are able to track and fulfill all incoming and outgoing online. We are professionals will assist you with all of the technical stuff. We tell our clients, if you can work on Microsoft Word you can edit your own website content and make minor updates and changes when needed. We provide the convenience of learning to use your website using remote desktop to desktop training.

Tatem Web Design offers a fast turnaround time for all of our client websites. Every website project is based on the client and how quickly information and images for the website are received. Once we have the images and content we go to work adding the content and images and designing pages. We can complete websites as fast as three weeks. The majority of websites take between 30 and 45 days to complete. Our larger website client companies require longer time frames based on the more pages and more content for the website. We can do web design projects on a rush basis if needed for clients who have to have it ASAP.

We offer many other website services such as content writing, website hosting solutions using cPanel and Linux based hosting plans, emergency website repair, SSL certificates and SSL installation, website backups, website system updates, website redesigns, Shopify Ecommerce solutions, and Content Management Systems, website management, search engine optimization, and social media marketing.

Just simply send us the business name, domain name if you have one and a brief outline of what you would like added to your new website. If you have a color scheme, logo and any example websites just include them and we will put together a free website proposal for your new website project.

All of our Wordpress, Joomla and Shopify are built in the latest versions available. All of the websites we build are Mobile friendly. We test your website on Iphone, Ipad, and Android. Your mobile-friendly website is as important as your desktop website and we make sure your website looks great on all mobile devices.

Tatem Web Design has multiple hosting plans to choose from to fit your website and company requirements. Hosting plans start from $25 a month for smaller websites that may not get a lot of traffic. The more traffic a website gets the better the hosting plan needs to be. We offer shared hosting plans, virtual private server plans VPS and Dedicated hosting plans.

We submit your website pages to Google with sitemaps and webmaster tools and get you listed on Google local maps. Our website services continue after we complete and launch your website. The importance of SEO and website promotion is so your website can get seen.

Stuart Florida Web Design Local SEO Company

Expert Web Design and Local SEO Company in Stuart Florida. Tatem Web Design LLC. has been doing professional website design in Stuart Florida for the past 20+ years. We service Businesses and Organizations all over South Florida and can be reached at 772-224-8118 for a FREE Website Design, Shopify Website, Local SEO, or Social Media Marketing Proposal.

Website & SEO Help?

Stuart Web Design CompanyWe love to speak directly to our Florida web design and SEO clients so why not just give us a call directly. We can speak about your website or SEO project in more detail?  We promise to give you the full attention you and your website design project deserve. You can find us on Alignable, Yelp, Facebook, & Manta.

Call Us Today: 772-224-8118

Tatem Web Design

Stuart Florida Office

Tatem Web Design LLC.
4406 SE Graham Dr.
Stuart, FL 34997



Mon - Sat: 9:00am - 5:00pm