Whether you’re selling through social media or you’ve landed your very own website, your product description can make or break a customer’s decision to purchase. At Supplies For Candles, we’ve been trading as an e-commerce business for many years now, which means we’ve come to understand what makes a compelling product description. We’ve put together our tips and tricks for writing the best product description for your business below!
Introduce Your Product
It may seem obvious but introduce your product well. Don’t be vague! Reiterate your product’s name and maybe even add more detail than you think is necessary. This is your first opportunity to grab your customer, get the name correct, the rest will come.
For example (on our website)
30cl Soft Pink Geo Candle Glass
In this instance we have specified some of the key aspects; Colour, Material, Size and Quantity, without over complicating.
Bad examples:
Pink Glass – Too Little
Super Luxury 30cl Soft Pink Geo Candle Glass – Too Long
Be Specific
Your product description is designed for you to be more specific about your product. There’s no bigger turn off for customers than a description that does not offer anything valuable or even worse, no product description at all. This is the perfect time to upsell your product and list all its brilliant features or if fragranced, introduce notes.
For example (on our website)
Our Soft Pink Geo Candle Glass is adorned with a beautiful geometric pattern and unique gloss finish and is completed with a matching ornamental lid that offers a super stylistic finish. This product is sold in singles.
Please note these glasses are hand blown therefore appearance may differ.
In this instance we have outlined a creative description of the product depicting it in the customers home, making the description personal. We have also included a notice that the glasses may differ in appearance as they are all individually handblown. You can be even more creative but remember, less is more, no one wants to be overwhelmed with jargon and fluffy language, make sure your description is captivating but also to the point.
Shape and Size
One area that is often overlooked is measurements. Provide the dimensions of your product and the weight for your customers.
For example (on our website)
Glass Dimensions:
- Neck Internal Diameter: 8.5cm
- Base Diameter: 8.5cm
- Height (without lid): 8cm
- Height (with lid): 16cm
This glass will hold approximately 240g of wax.
We’ve provided the size and weight measurements that our customers may require, and the amount of wax the glass will hold, and you should do so too!
Call To Action
Your product description is also a great chance to add in a CTA. For those who are unsure of what a CTA is, a Call to action is a marketing term for any design to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages, or web pages, which compel an audience to act in a specific way, for example; shop now or click here!
Finishing off your product description with an effective CTA to push the customer into making that purchase, is essential.
Link Out
Lastly, link out your description. Guiding your customers to relevant blogs or complimenting products on your website is a great way to utilise your product description, but remember, only insert relevant links that will be beneficial to your customer.
Some examples:
Click here to shop our entire candle jar collection.
Read our blog on how to safely make a candle here.
Looking for a wax to go with that candle glass? Shop our wax collection here.
The more time you spend practicing and writing your product descriptions, the easier it becomes. You can also use a lot of these tips across other areas such as promoting your products on social media!