Product Description Guide for 2024

min reading

Product Description Guide 2024
February 20, 2024

When it comes to online sales, the power of a well-crafted product description cannot be overstated. It serves as a link between a customer’s needs and the product that fulfills those needs. 

In this blog post, we will dive into the tips for writing compelling product descriptions that turn potential users into customers. 

Understanding the 4 Types of Product Descriptions

Before we get into how to create a product description, it’s essential to understand that there are different types of product descriptions, each serving a unique purpose:

  • SEO Product Descriptions: These are crafted to include relevant keywords to improve the product’s visibility on search engines.
  • Amazon Product Descriptions: These follow Amazon’s guidelines and are designed to be informative and feature benefits to stand out among competitors.
  • Shopify Product Descriptions: Tailored for Shopify stores, these descriptions balance creativity with conversion optimization tactics.
  • AI-Generated Product Descriptions: Created using AI tools, these are scalable solutions for rapidly generating unique descriptions.

How to Write an Amazon Product Description?

An Amazon product description should provide essential information to your customers.

Here’s how to do it effectively:

  • Start with an attention-grabbing opening line. 
  • Highlight the main benefits and features of the product.
  • Use bullet points for easy reading, and include keywords naturally. 

ContentGo AI’s template can be a game-changer, especially when managing multiple listings. It ensures consistency and efficiency.

The template also helps you create structured descriptions and ensures that you cover all the necessary details, from features to benefits, and even suggests the best keywords to use for SEO.

A nice Amazon product description example is the following one from Hamilton Beach Store:

product description - example from Amazon

You can clearly see that the description is precise and touches upon all the features and highlights the benefits that customers get.

How to Write a Shopify Product Description? 

Shopify product descriptions are different; they should mirror the brand’s voice and appeal directly to its target audience. 

Top simply put, to succeed in Shopify, your product description should answer 3 main questions:

  • Problems your product solves
  • What are the customer gains of the product
  • And what differentiates it from the competition
product description - example from beard brand

BeardBrand has great product description examples that you can get inspired from!

The Shopify App of ContenteGo AI has a template designed to keep your product descriptions sharp, engaging, and on-brand. 

More than just generating text, it helps you weave a story around your product, focusing on the lifestyle and emotions associated with it. 

This can significantly enhance the appeal of your product to your target audience.

Here’s how to use it effectively:

  • Type in the features and benefits: The template prompts you to input key product details, ensuring nothing is missed.
  • Set the tone: With ContentGo’s AI template for Shopify, you can generate descriptions that are not just well-written but also tailored to your brand’s tone.
  • Input focus keywords: Lastly, the AI template helps you maintain a consistent brand voice across all your product listings, ensuring a cohesive shopping experience for your customers and boosting SEO with strategically placed keywords.

How to Write 50 Product Descriptions In 30 Minutes: 

TIP: Bulk Content Creation for Product Descriptions

Most bulk orders such as these are usually dealt with by big firms or agencies both night and day. So, to have orders fulfilled for the client within that time frame is music to everybody’s ears.

If you are in that position, half the cut-down time of production could be added for better productivity. All you need are the right tools and techniques.

Use AI-powered writing tools to generate multiple descriptions of products easily and quickly. Come up with templates that will be easy to tinker with for different products. Put more emphasis on the areas of uniqueness, and sprinkle a good mix of long-tail and short-tail keywords in the product descriptions to boost SEO.

Bulk Content Creation is one of the many features that ContentGo AI offers. It speeds up the process of creating product descriptions and provides a lot of help to the user with tons of content, making this a great addon for e-commerce professionals and e-commerce companies.

Here, the only key thing to remember is that this is a batch process. Streamlining the description process using homogeneous product groups assures you do not spend hours writing individual descriptions.

Top AI Platform for Writing Product Descriptions

Let’s explore some of the best AI writing tools for product descriptions:

ContentGo AI

product description -

ContentGo AI offers tailor-made templates across various platforms, and your optimization is guaranteed since it has a built-in SEO Assistant that helps with Keyword Research and SERP Analysis.. ContentGo AI is among the limited AI marketing tools with over a decade of experience.

With  ContentGo AI, you can create dozens of content with one shot, thanks to its Bulk Content Creation feature. 

And I have to mention that in most cases, bulk content creation is a solution that brings speedy success and enhances efficiency.

Why should it be your go-to AI tool for product description? 

Well, ContentGo AI has integrated with well-established platforms, including Wix, Shopify, BigCommerce, WooCommerce, SquareUp, and Squarespace. 

If you are on one of these, things will be even faster for you. 

ContentGo AI also offers its own API integration for enterprise businesses. 


Roketfy has well-fitting software for generating descriptions for any e-commerce site. Roketfy issues you with a list review report after its issuance has reviewed the reviews of your products.

Though the monthly payment plan is a bit on the higher side, whereas its professional plan goes for $ 39$ per month, they also provide a Free plan. You can try most of their features with the free plan. You will be limited to the number of listing analyses and searches, but you can see what the tool is about.


Copysmith AI is yet another great tool for composing product descriptions. It has a suite of marketing tools that include product description generators. With the needed human touches, you can come up with an interesting product description in no time.

Copysmith is great small business software – Thanks to its unique tools, most of which are available even in its free trial.

Hypotenuse AI

Hypotenuse AI can create advanced proprietary learning algorithms to come up with the most unique and interesting product narratives. Big e-commerce companies can take advantage of Hypotenuse’s Teams plan package as a result of its higher word count limits for only $59 every month. 

Additionally, it has collaborative features that your company stands to benefit from.


With the assistance of Magiscriptor, scripting the attention it takes to uplift and capture the product description that resonates with your customer is easy. While each tool has strengths, making the right choice will depend on user-specific needs, such as generating descriptions in bulk, providing information related to SEO purposes, or maintaining a consistent brand voice.

Why Are Product Descriptions Important?

A good product description helps seal the gap between your products and potential customers. 

Hence, it’s a crucial aspect of the sales process. 

Here are a few explanations for why it’s so important to master the craft of writing product descriptions. 

1. Connecting With Your Potential Customer

The ultimate product description should resonate with your potential customer. When you understand the characteristics of your audience, you will be able to determine which elements need their attention. 

This way, your product description will highlight your customers’ pain points, desires, and needs. 

Tip: It is important to regularly ask for feedback from your customers because once you understand how they prefer to use your product, you can create a narrative around it. 

2. Highlighting Outcomes More Than Features

When writing your product description, you should not only highlight the features but also note their benefits. 

This way, your customers will find great value in the product descriptions.

An example I love from Apple:

product description - apple example

3. Elevating Search Engine Visibility

The best way to reach a wide audience is through SEO. This will ensure that your products appear in the search results. Properly placing keywords and ensuring your description is well structured can enhance your product page ranking on search engines.

4. Building trust with social proof

Incorporate product ratings and reviews into the descriptions of your products. Potential customers can feel more confident if they have positive social proof from past purchases.

The SEO Edge in Product Descriptions

SEO is vital in helping rank your product page better on Google. It involves choosing the right words and approach when writing your product description. 

In this part of the article, we will look at some of the ways you can ensure SEO practices when writing your product description. 

Some of the things we will delve into include the integration of keywords and how to write descriptions that cater to the user’s search intent.

Optimized Pages Get High Value On Organic Traffic

It’s hard to overstate the value of ranking at the top of the search engine results page (SERP). Statistics have shown that pages that rank first on the SERP can expect a 39.6% click-through rate (CTR). A lower rate is expected for pages ranking third, roughly 10.1%.

So, from this, you can get the simple logic. The better the product page optimization, the higher your rank on SERP. Likewise, the higher you rank, the more organic traffic is directed towards your online store.

Paid Search Ads Have a Relatively Low CTR

You can pay for ads to escape all the SEO work since most of your traffic comes from this. However, this might have its drawbacks. For one, paid search costs are relatively more expensive than organic search. 

Further, it’s been proven that paid ads have a lower CTR than those with a high-ranking organic result. An average ad has a CTR of around 2.1%. This is roughly the same CTR for a first-page, bottom-ranking organic result. 

Optimized Product Descriptions Have a Better Conversion

As we have discussed, optimizing your product description using specific keywords relating to your product will most definitely improve your traffic on Google. This will, in turn, earn you high-quality leads for your products, i.e., your ideal shoppers.

You can use the Keyword Research feature of ContentGo AI to find the most relevant keywords for your products. 

product description - illustration displaying a workflow

How to Write Unique Product Descriptions for SEO?

Now that you’ve gotten a feel for why SEO is great for your product copies, the next part is figuring out how to go about it. 

Here’s a detailed flow of how to come up with the best SEO product description, with or without using an AI tool.

Write For Your Target Audience

There’s no specific way to write the ultimate SEO product description. This should all lean towards the needs of your target audience. So, it’s essential to understand your customers’ personas before you start writing. 

You should aim to achieve a well-defined buyer persona that offers you a glimpse into your customer’s mind. It even gets easier to write product copy once you’ve understood your customer’s preferences, motivations, or problems they face. 

In addition, your customer persona will assist you in writing a product description that suits your buyer’s level of awareness. 

If your customer’s level of awareness of your brand is low, you will be required to add more information to your product copy and make it longer. Their doubts will be dispelled by this, and you’ll be able to persuade them to make the purchase.

Ultimately, if most of your customers are more aware of your products, you might need to write shorter product copies and softly push for the sale. 

In a nutshell, the better you understand your audience, the better your product copy will be. 

This will, in turn, satisfy their search intent, which refers to the type of content a user hopes to land on. 

Offer Value to the Customer

Simply relying on the manufacturer’s product description will not set you apart from other retailers. You should always aim to offer more value to your customers through your product pages. 

A great product copy should leave your customers with the impression that what you offer is unique, entertaining, and useful. This will increase the chances of returning customers. 

One way you can achieve this is by offering a product description that teaches your customers how to use your product. For example, if you are in the clothing industry, you can include a brief description of how to style the product you are selling. 

Mentioning any inventive uses for your product is another method to enhance its perceived worth in the eyes of potential customers.

For example, if you are selling fabric softeners, instead of simply describing the different scents and ingredients, you can briefly describe how you can use them as an air freshener or scented candle ingredient.

product description - a flow displaying efficiency

Focus on Benefits and Features

How do these two differ? 

You can think of benefits as what your products mean for the customer and features as what your product is. One common thing in sales is highlighting the benefits of the features of your products. The same case applies to SEO product descriptions. 

The trick behind this is highlighting the features that make your product stand out and emphasizing the tangible benefits that come with it. 

Be Unique in Your Writing

One huge mistake you can make when writing an SEO product description is duplicating your content. Google strictly punishes all the websites that publish duplicate content. 

The algorithm always prioritizes and ranks to serve results that have unique information. This means that all your product descriptions should be unique to your product and entirely different from any other content on the internet. 

However, you might accidentally duplicate content but tools like Grammarly, Turnitin, and Copyscape can help you identify these instances. 

Be Concise 

As much as you’re trying to convince potential buyers, your SEO copy should be as lean as possible. The more concise your content is, the fewer distractions there will be. 

This will ensure your buyer makes a quick and informed buying decision.

One way to make your copy concise and information-rich is by avoiding fluff. Words such as ‘great,’ ‘very,’ and ‘excellent’ are notorious in the product description writing process. 

Keep your sentences short wherever possible. Also, the use of line breaks and headers makes your copy structural. 

Using bullet points is another great way to capture your potential buyer’s attention. This is especially important when listing features and benefits.

Incorporating SEO Product Keywords

Creative and concise writing for a better reading experience is crucial in SEO writing, as is integrating keywords where appropriate. 

Search engines are always looking for keywords as part of the optimization process. They act as signals to help the engine understand the relevance of your product page.

Your product page should aim at a specific focus keyword related to your product and integrate it with a secondary keyword where applicable. 

How do you know which keyword to use? One way to approach this is by going to Google and searching for brand-related phrases. As you type, Google automatically suggests related searches around that topic. You can then use specific words from the suggestions as the basis of your product copy. 

Also, you can conduct more detailed keyword research with tools like ContentGo AI, Semrush, Ahrefs, Ubersuggest, etc. 

Include a Call-to-Action

Any content copy you write concerning your product should always have a call-to-action(CTA). A product description is no exception. 

CTA instructs or invites your reader to take the next step towards further discussions or conversion. An example of a CTA phrase is ‘buy now,’ ‘add to cart,’ or ‘contact us.’ 

The CTA should be concise and inviting. Without it, your readers might be hesitant about what to do with the information provided. All your efforts to convince them to purchase your product will be in vain. 

Creating Captivating Product Descriptions

Product copy is more than a simple list of features; it’s the key element of your online sales strategy. With those tools and tips you’ve been given, you now have everything you need to write descriptions that will inform and inspire your customers to make a purchase.

Whether you are writing product descriptions for Shopify, Amazon, or any other e-commerce platform, you must connect your product’s usefulness to its buyers.

With just a little help from AI and a touch of your brand’s personality, you will have mastered the art of writing product descriptions in no time.

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