6 Key Tips to Write Great Product Descriptions (With Examples)

If you own an e-commerce website, your product descriptions are a low-hanging fruit to help you make moresales.

A great product description tells a story—the story of who your product is for and how your product can help them get what theywant.

Because when it comes to sales, it’s not about what your product does. It’s about how your product helps your customers achieve the life they imagine in theirheads.

But what does that mean? And how do you get more people to click “Buy now” after reading your product descriptions? Let’s set the scene with a few great examples.

One of my favorite examples of a stellar product description is Thursday Boot Co.’s President Lace-Up Boot. Let’s take alook:

There are a few key things here that make this description sogood:

• It knows its audience: Men who want a boot that looks good, stands up to hard use, and doesn’t require constant cleaning and caring.
• It makes you a part of its story and mission: making the highest-quality boots that are priced fairly and ethically.
• It highlights the quality of the materials—Kevlar laces and USA-grown tier 1 cattle hides.

Here’s another product description example from Solo Stove’s smokeless fire pit:

Just like Thursday Boot Co., Solo Stove does a great job of knowing its audience. Anyone who’s sat around a fire knows what teary eyes and smelly clothes feellike.

Notice how its actual “product description” is only two short sentences. It...