Having a good product description is crucial for your dropshipping store. It helps potential customers determine whether they want to make the purchase on your website and it ensures that they know precisely what they’re paying for. Having an engaging and detailed product description will make it more likely for users to convert. So be sure you accurately describe the product to keep customers happy. But how do you craft a good one? Well, check out the following tips and product description templates so that your dropshipping store can be profitable and successful!
What Are The Benefits of Good Product Descriptions?
- You will have an increase in your conversion rates.
- Shopping carts will be abandoned less frequently.
- You’ll see a lower rate of returns and requests for refunds.
- There will be fewer calls from shoppers asking questions regarding products.
- It will improve your organic search rankings.
Ask Yourself The Following Questions When Writing Product Descriptions
- Who is this product for? Know your target audience! This includes their gender, an age group, and/or general interests.
- What features are most useful to the shopper? This can include any number of characteristics, including dimensions, materials, and functions.
- Where is this product supposed to be used or consumed? Remember, it’s important to determine how the product will be used.
- When is the customer supposed to use the product? If you want to generate value in the long-term, point out if the product is supposed to be used throughout the entire year or just for a certain season.
- Why is the product useful or better than other options? Point out if the product has benefits, especially if you’re dealing with the health and wellness niche.
- How does the product work? This is extra important if you are selling anything complex or electronic.
Use the Right Words
When considering product description templates, it’s tempting to say that you should stuff the text with adjectives. But this isn’t the best approach!
Use more verbs than adjectives
Verbs pack a punch! This is especially true of “action verbs”. Remember, you want the customer to feel energized to make the purchase and that they’re making the right choice. Plus, you should avoid using “weak verbs” like “is”, “are”, or “be”. These are all passive and will not give the product description that necessary punch.
Check out the following action verbs for ideas:
Be sure to use sensory adjectives
Of course, you’ll have to use adjectives at some point in time. When you do, be sure that you use “sensory adjectives”. These are adjectives that appeal to the senses (like smell, touch, sound, taste, or sight). Using sensory adjectives helps potential customers “experience” the product before they’ve actually purchased or consumed it.
Some examples of sensory adjectives include:
Write in the second person
This is critical! When using product description templates, always be sure that you write in the second person – this means using “you” instead of “he”, “she”, or “they”. Remember, you’re appealing directly to the potential customers’ sense of urgency and need, so be sure you address them directly. For example, this article is written in second person since I’m communicating directly with you (the reader). If you were talking to an acquaintance about something they need, you wouldn’t use the third person. You would address them directly. So, be sure you do so in your product descriptions. Finally, don’t forget that singular and plural are the same.
Be careful with superlatives
If you’re going to use words and phrases like “best” or “most advanced”, be sure you really justify what you’re saying. In marketing circles, these kinds of phrases are sometimes called “Yeah, yeah phrases”. Can you see why? Because when customers read them, they go “Yeah, yeah”. That’s not good! So, if you’re going to use superlatives, you have to qualify what you’re saying. This is most commonly associated with electronics. For example, if you have a product that you’re claiming is the “most advanced”, then be sure you include the technical specifications. That way, the customer won’t say “Yeah, yeah” – instead, they’ll go “Oh wow, I didn’t know that” and they’ll be more likely to make that purchase!
Make your product descriptions easy to scan
Most people “scan” when they’re online. That means you should:
- Avoid huge blocks of dense text.
- Break everything up with headlines and bullet points so that it looks nice and neat visually.
- Include lots of blank/white space.
- Use a large font to make it more readable.
As you can see, I broke those points down in a sub-heading with bullet points, thereby making it easier for you to scan! The same goes for product description templates.
Focus on the emotions of the customer
There’s an old saying in marketing: people don’t buy products, they buy feelings. So, when you’re writing the product descriptions, ask yourself:
- What emotional pain does this product solve?
- What kind of pleasure does it provide?
In order to create urgency in the shopper, you need to create a sense of need. This means that you have to appeal to the emotions of the customer while also listing the practical benefits. In other words, you have to convince the customer that the product in question will solve some problem or be a source of pleasure.
Some Words to Avoid
Besides passive verbs, there are some other words that should be avoided in product description templates, including:
- Got or get – Don’t tell the potential customer to “get a product” – you should suggest that they buy it.
- Actually, literally or honestly – These don’t say anything substantial.
- Stunning – This used to be a great sensory adjective but has become overused on social media.
- Kind of or maybe – These will weaken any action verbs or sensory adjectives.
- Sorry – This entails that you’re not confident in the product.
- Miracle/revolutionary – This oversells it.
- Great/exciting/unique/nice – These are too generic and overused.
- Treat – Some copywriters have taken to using the phrase “Treat yourself”. This is a mistake – you’re creating a sense of need, not a treat (unless they’re shopping for a gift for someone else).
- Expensive – Never point this out! (Especially if the product actually is expensive).
Make Your Product Names SEO-Friendly
Every product page should start with a product name that needs to be optimized for search engines. An SEO-friendly product name will make your product page rank higher in Google.
- How to Optimize your Product Name:
An optimized product name will have the following structure: Product Name + Keywords
The keywords should be the search terms that you want your product page to rank for. Let’s say you’re selling a mini dress called “Kristyn Mini dress”. The keywords you can add to better describe the dress would be the color or the pattern such as “White Floral”. That way, you can make rank that page for the keyword “white floral mini dress” in Google.
This means that you should not just use your dropshipping supplier’s product name. You should also add relevant keywords for SEO purposes. Use keyword research tools to find out what keywords have higher search volume. Here are some tools you can use: SemRush, Ubbersuggest, Google Keyword Planner, Google Search Console.
- How to Use H1 Headings and Meta Tags:
Make sure your Product Name is styled as a H1 heading, which will help search engines better rank that term. If you’re using Shopify, your product name will be automatically styled as a H1 heading.
Add a Meta Title and Meta Description for your product page. Those meta tags are the snippet that will show up in search results (see screenshot below). Your meta title should be your product name + your brand name. But don’t go over the character limit (50-55 characters). In the screenshot below, the meta title is: Superdown Kristyn Mini Dress in White Floral | Revolve
The Meta Description should describe briefly the product and have a Call to Action.
Example of Meta Title and Meta Description:
Best Headlines to Start Your Product Description
The headline will be the first piece of text in your product description template. It needs to be concise, catchy, and informative. So, don’t make it too long and be sure you get to the point, all while stressing some crucial benefit or feature. Additionally, you always want to create a sense of need and even urgency in the potential customer.
- Tell them they can avoid hassle or pain – “Don’t let your phone get damaged!”
- Point out the benefits or pleasure they’ll get – “A phone case that’s functional and fashionable.”
- Let readers know who’s the perfect customer – “The perfect phone case for teenagers.”
- Use evocative language to paint a picture or evoke nostalgia – “Start the new school year with the perfect phone case.”
- Appeal to the reader’s uniqueness – “Finally! A phone case that expresses who you are.”
Check Out These 5 Product Description Templates
So now that we’ve gone over some of the fundamentals, let’s examine the 5 product description templates that you can use to snag those customers! Before we dive into that, however, notice that every one of these templates has some combination of features plus benefits. This is the crucial puzzle piece of any product description template – you want to list the features and then point out the benefits. These are your primary selling points!
- Images – Include multiple high-quality images from various angles.
- Description – In this section, try to have an intimate, friendly, and inviting tone while appealing to the visitor’s emotions and sense of self. For example, use phrases like harness the power (of product), a unique combination to soothe your skin, or repair damaged hair to make it silky and smooth. As you can see, you’re creating a sense of need while using powerful sensory adjectives. If the product has exotic ingredients, be sure to list those separately from the ingredient list (nourishing cocoa seed butter or fragrant vanilla bean extract). Finally, list any relevant features that may be selling points (vegan, 100% organic, or paraben-free).
- Benefits – Consumers who are browsing beauty and personal care products are likely trying to improve some aspect of their physical appearance or make themselves feel better. As a result, make sure you list the various benefits of the product in question (immediate relief for chapped lips or moisturizing dry, cracked skin). Make sure you avoid repeating the benefits you may have mentioned in the general description.
- Amount/Volume – Sometimes referred to as Specifications, use this section to list the amount (20 grams or 750 milliliters).
- How To Use/Directions – Simply describe how best to use the product in question (smooth all over the skin or rub into hair for 5 minutes).
- Ingredients – Be sure to consult the manufacturer’s label and then list the ingredients in the same order.
- Reviews/Testimonials – It’s best to include a short text and some kind of rating system (the five-star scale is the most common and universal).
- Image – If possible, there should be multiple images taken from different angles, including the nutritional label found on the packaging. Of course, product images need to always be of the highest quality and resolution.
- Description – This is the actual block of text that gives information on the product. It should focus on making a connection with the customer and be full of action verbs and sensory adjectives (smooth taste or jam-packed with nutrients). Try to keep the overall tone urgent, informative, and sympathetic since it’s likely the customer is looking to improve themselves. Additionally, if it’s a boutique company that is still family-owned, then it’s useful to have some storytelling and talk about the company’s background: we decided to create ____ (product) when___ (period of time) in order to provide___(benefits).
- Benefits – Tell the consumer how this product will improve their health and wellness (helpful for joint health or ideal for muscle growth). Be sure you only list benefits that the manufacturer states and combine those claims with appealing sensory adjectives. In order to make it easy to scan, list the benefits as bullet points.
- Flavors – If your product has more than one flavor, make sure to mention that.
- Size – Be sure you include the size of the product (30 grams or six bottles) including things like:
- Serving size
- Number of servings
- Product weight
- Recommended Use – This is where you instruct the customer on how to use the product (mix two scoops with water and shake or take one immediately before a workout).
- Ingredients – This is important! Consumers want to know what’s in their health and wellness products, so just list them in the order that you find on the nutrition label.
- Reviews/Testimonials – Consumers love to see other reviews – it will inspire confidence and trust in your online store.
- Images – Always have high-resolution images. In this niche, it’s especially important to include multiple angles since it’s crucial to have a picture of the nutrition label and ingredient list.
- Description – In this section, you should really flex your use of sensory adjectives (creamy, decadent chocolate or sweet and zesty). In fact, the sheer number of sensory adjectives related to food is staggering – think of a nice restaurant you’ve been to where the menu had detailed descriptions of their dishes. Try and do something similar in this section! Additionally, you should also list the benefits in this section, especially if it’s healthy food (plant-powered protein or an excellent source of vitamins). If it’s junk food, then you should really focus more on appealing to the consumer’s sweet tooth or their cravings for something salty or savory.
- List of Characteristics – This is such an important section that it should be separate from the Description. List four or five crucial characteristics that will be major selling points, especially for health-conscious or eco-friendly consumers (Vegan, Dairy-Free, Soy-Free, Gluten-Free, or Non-GMO Project Verified). Remember, only make claims that the manufacturer makes themselves. Plus, if you want, then go ahead and add the little logos that correspond to these characteristics (like USDA Organic).
- Size/Amount – Be sure to provide the amount in weight for dry goods and volume for liquids (ounces or liters). Additionally, if it’s a bundle of individually packaged products or a collection of single-serving containers, then mention that as well.
- Ingredients – List the ingredients that you find on the nutrition label from the manufacturer, but make sure you list them in the same order. This is important because legally the ingredients must be listed in descending order of weight.
- Nutritional Facts – Use the manufacturer’s label to list nutritional facts. The most important figures are Total Fat (in grams), Cholesterol (in milligrams), Sodium (in milligrams), Total Carbohydrates (in grams), and Protein (in grams).
- Reviews – Be sure you include these as it will make consumers more likely to try your online store.
- Multiple Images – This section is absolutely critical if you’re trying to sell clothing online. An excellent product description template for clothing can include as many as 10 pictures! So, be sure you include lots of pictures, including:
- Images with models (multiple angles and closeups)
- Images without models (multiple angles and closeups)
- Detailed images of the seams, texture, and fabric (multiple angles and closeups)
- Bottom of the shoe (soles)
- Available colors
- Related products to make a complete outfit
- Video (optional) – Some product descriptions for clothing may even include a short video, usually with someone modeling the clothing.
- Description – Use sensory adjectives to appeal to the consumer’s sense of taste or style. On the other hand, if the clothing is strictly functional, make sure you describe how it will benefit the consumer (rugged construction or warm lining).
- Highlights – This is especially useful if the apparel is for athletics – you can list a few crucial selling points (supportive fit or stitched-in reinforcement).
- Specifications – You should use this section to list the miscellaneous characteristics, including:
- Where it was manufactured (for example Made in the USA or Made in China)
- Dimensions (in inches, centimeters, or millimeters)
- Materials (like cotton, rubber, or wool)
- Colors – List the available colors (including unusual color combinations).
- Sizes – List the available sizes (like XL or 46 tall). It can also be helpful to include a size guide – this will make consumers more confident to purchase the clothing without trying it on.
- Reviews – These are especially important for clothing as previous customers will describe the color, fit, durability, or texture of the products.
- Images – Include high-resolution images from multiple angles to include:
- Any additional products that come with the main purchase (like a charger or remote control)
- Models using and enjoying the product
- Just the product on its own as well as when it’s functioning and being operated
- Description (or Overview) – When developing a product description template for electronics, be sure you really stress how much the product will help or improve the consumer’s life. Ultimately, that’s why we have electronics – to make our lives better and easier. Be sure you remind them of this fact! Additionally, be sure to use plenty of action verbs to really drive this point home (boost productivity or stimulate creativity). Finally, ake the tone highly authoritative and informative.
- Specifications – This is a big one for this template – potential customers are going to pay very close attention to this section. As a result, it’s perfectly OK to get very technical and detailed about the product’s exact specifications. The consumers who are experts will appreciate the attention to detail while the newcomers won’t be overwhelmed with technical jargon in the general description.
- Key Features – You can add some highlights of the product in this section in the form of a list that is not highly technical (save that for the Specifications section). Be sure to list any cables, chargers, remotes, or battery sources that come with the main product.
- Warranty/Returns – Most electronics have some sort of warranty in case of malfunction or damage.
- Size – Be sure you include the size of the product, including:
- What’s Included – Be sure to list any cables, chargers, remotes, or battery sources that come with the main product.
- Reviews – The average prices of electronics items are significantly higher, it’s more likely that a potential customer will do a great deal more research. As a result, be sure you include all the available reviews. You could also have additional sections like:
- Expert Reviews
- Answered Questions
What To Look For In Product Description Images
Last but not least, let’s not forget about the product description images. These are a crucial part of the overall template, so be sure you don’t overlook their importance. When choosing images, keep the following in mind:
- High quality – Make sure the images are high-resolution. If you can, get images directly from the manufacturer (they’ll almost certainly have high-quality digital versions). If for some reason that’s not possible, be sure you spring for a professional photographer. Otherwise, it’s not likely customers will make the purchase if they see grainy, low-quality pics.
- Give customers a closer look – It’s important to let customers zoom in on the products. If you have thumbnails up, make sure that clicking them actually zooms in on the product to give customers a closer look!
- Alternate angles – Remember, you’re trying to approximate the experience of being in a brick-and-mortar store. So, when you’re in a store and looking at a product, don’t you almost always pick it up and look at it from different angles? Well, be sure you give your dropshipping store visitors the same ability. This is exceptionally important for clothes or electronics.
- Consistent visuals – Not only is it important that each individual image looks appealing, but it’s also critical that there is an overall visual sense to your online store. For example, if some of your photos are tinted a certain hue, be sure that it’s consistently applied across the board. Additionally, be sure that the images complement the color scheme of your web design. All of these factors working together will create a professional-looking store that will build trust. Plus, shoppers like when things look nice – again, imagine walking into a brick-and-mortar store where all the colors are clashing and nothing is orderly. You’ll probably walk right out!
Having great product descriptions cannot be understated – it’s absolutely vital! That being said, going with a dropshipping supplier that offers high-quality products is also an important part of the process. For example, Greendropship has over 20,000 natural and organic goods, all proudly made in the USA. Plus, our product descriptions clearly list all the features and benefits of the items we sell, making your job that much easier!