How to write good product descriptions
In this post we share our tips for writing product descriptions, plus we also have links to previous blog posts that can further help you with advice on listing items for sale. Your product descriptions will enable your work to be found via search engines.
Don’t write boring product descriptions designed for search engine robots – make your products sounds engaging, full of personality and let buyers see clearly your passion for your handmade crafts and designs. You can do all this and still incorporate search engine friendly keyword phrases.
1. Define your target customer
As with all aspects of marketing your work, defining your target buyer is important because it will help you get the tone and style of description right. Read our guide on how to find your target customer here.
2. List the features and benefits of your product
Grab a notebook and start writing down all the reasons someone will enjoy or find your product useful.
- A feature is a fact about the product.
- A benefit is what the product does for them.
You need to show the benefits of the product to your potential customer. So something like: “Designed for comfort, the handles on this bag are wide and padded so they won’t dig into your shoulder” is better than just saying the handles are padded and expecting the customer to infer that you have designed it like this for comfort. The padding is the feature, the comfort is the benefit and the selling point.
Jade at Ginger Pickle writes lovely descriptions full of personality: “A playful pair of earrings that your Thumper will love (and also your human friends of course!)” but she also uses keywords “Bunny Rabbit Earrings” and lists the way in which you could wear the earrings – all within just a few sentences: “Wear with a ditsy floral dress and tan brogues for a cute Spring/Summer look.”
3. Research search volume for keywords
Here’s an example, you’re selling a small zipped coin purse, made with floral, vintage fabric. We found out that ‘Coin Purse’ receives 14,800 searches on Google per month. However, competition for that term is very high (meaning there are a lot of people selling ‘coin purses’ and you might got lost in all the search results). To increase your chance of being found among all these results, you can add another keyword to your description – but which extra keyword should you include that better describes the coin purse? (Someone searching for more defined terms knows what they want and is far less likely to just be browsing.) ‘Floral Coin Purse’, ‘Fabric Coin Purse’, ‘Zipped Coin Purse’, ‘Vintage Coin Purse’ could all be used, but some will have higher traffic or competition than others. Google has lots of useful advice on using keywords – if you have time read this useful document about SEO.
4. Use a Power Paragraph
In the first few sentences of every description you need to both grab people’s attention and clearly describe the product using keywords you have identified in your research. These keywords should ideally also be used in the title of the product. Often the first few sentences will be what is seen as a snippet when the product shows on a search engine – so don’t fill this with measurements and add a little personality alongside your keyword phrase. Here is what a search result looks like on Google, where you see the actually result in blue, its source in green, and the snippet underneath (which is the first 150 words or so of your product description).
5. Think about formatting
People won’t read huge chunks of text, so break the text up into clear, easy to read, small sentences and lists of features. It can help to list the technical information like dimensions as an itemised list that’s easy to scan (you can use dashes instead of bullet points).
6. Consider your voice
Your target customer research will be a big help when deciding on the kind of tone to adopt when writing your descriptions. If your products are full of personality, let this continue through to all of your product descriptions.
For example, with this delicate silk butterfly necklace by Flutter Designs, Sophie has included a little poem in the description, this really enhances the delicate beauty of the piece and will appeal to romantics and nature lovers, the perfect audience for this necklace.
For this little ‘retro mouse’ Dawn of Witty Dawn says: “LOVE my mouse! … I dip into my vintage fabric collection to craft these little cuties!” She gives the product personality by describing them as ‘little cuties’, while simultaneously telling you what she’s used to make it, ie ‘vintage fabric’. The language used in the description suits the fun product.
7. Tell the story of your product
You have a beautiful handmade product and you are the designer. This means unlike other copy writers you have the unique position of knowing everything about the design, the materials used and the inspiration. Do not write too much, but equally it’s a great opportunity once you have included all the key information to let buyers know more about what makes the product special.
“This simple bag design came about because I love big roomy handbags, but I was always hunting for my keys at the bottom of pockets. I have created a small, lined internal pocket with a lobster clip securely sewn in, especially for quickly attaching your keys. No more ripped linings or having to empty out your bag in the car park!”
This description of a simple internal clip shows you have solved a problem, it sells the benefit of the feature rather than just listing it. If you were discussing something decorative, you could talk about the inspiration behind the piece and why you chose particular materials and colours and patterns. All of this helps to separate handmade crafts and designs from high street mass produced products.
8. Make each product description unique
Search engines don’t like duplicate content, so if you have several products that are similar or share the same inspiration or making process, be careful not to just copy and paste that across all your listings. In this case, it’s better to say less or move your ‘inspiration’ to your maker profile than to repeat the same copy. You can find more advice about this here.
More posts to help with your product descriptions
Descriptions and Tags for Handmade Items
Google Test your Product Descriptions
Using Keywords and Understanding SEO
How to use Tags on Folksy
Never Duplicate Content in Listings
Listing and Time Management Tips
If you enjoyed this post please share with other craft sellers.
(Featured image: Something Blue Butterfly Clip by Flutter Designs)