Your product description is an essential part of your sales strategy that can get you 20% more orders if it’s well-written and optimized for your target market.
You need to make sure it is clear and persuasive to both attract your customers and help them make an informed buying decision. But more than that, the details should match your product to leave no room for confusion.
You’d be surprised how many return their purchase because of the variance in item details and the actual features.
Here I have put together the 20 best descriptions examples for your inspiration. If you’re struggling to find the best way to explain your products, they should help you brainstorm ideas to draft a good copy.
Let’s explore each example.
Leesa is a mattresses brand that offers online shopping options to its buyers.
As most of its items come with health features like memory foams, Leesa focuses on product specifics to make sure online customers know what they’re buying.
If you scroll down its product page, you’ll find an illustrative description of memory foam and its medical benefits. The entire page is designed to clarify its features and how it can solve your problem.
Lessa has further included the perks to sweeten the deal for people who would be more inclined to order large items if they come with certain benefits.
This product page is an ideal structure for brands that sell technical appliances.
Pact is a minimalist apparel brand whose unique selling point is sustainability and ethical practices. Since its designs are pretty basic, it highlights the value proposition in its product description to increase the item’s value.
Its page is cleverly created to accentuate its minimalist theme as well as emphasize its brand values. Pact immediately grabs the audience’s attention by mentioning that its apparels are not only made from organic material but produced in a fair-trade factory.
The single line coupled with social proof makes Pact look authentic and incites people to learn more about it.
This product description is best suited for those who sell generic items but offer at least one distinct feature.
In the beauty industry, recommendations and ingredients influence buyers’ purchase decisions because people are relatively more well-informed about their skin. Maybelline New York knows that and capitalizes on both elements to generate more sales.
Take a look at the above screenshot.
Here, Maybelline has displayed a review rating at the top to boost its credibility and has listed all its ingredients below to let people know the core elements that make up the foundation. It also has dedicated a section at the bottom for Q&A to solve customers’ queries and offer an expert opinion.
The product description exhibits a perfect balance of words, visuals, and social proof.
Dollar Shave Club is well known for incorporating humor in its advertisements, and it applies the same tactics on its product pages.
The above image is the screenshot of its Metal Handle that describes its features in a few lines and some bullet points. While the content is pretty straightforward, what makes it distinct is the use of humor.
With phrases like “gone are the days of gripping a razor” and “Admire your handiwork” Dollar Shave Club has completely transformed bland content into a highly entertaining copy.
This is an excellent example of how to use witty sentences to connect with your audience.
Dove is a widely popular personal care brand and is well known for its moisturizing soaps. To sell its products as affordable yet luxury items, Dove adds sensory words and technical content in its description.
I have taken the above screenshot from its relaxing beauty bar product page.
You’ll notice Dove has associated its soap bar with pampering, using sensory words like creamy, calming, gentle, and nourishing. It has also used figures and chemical properties to make its product look authentic and premium.
It is a classic persuasive technique to subtly influence your buyer’s decision.
Dr.Squatch is also a personal care brand that sells men’s soap bars and body wash items.
I have specially added it to the list to show you how you can tailor your content to your target market.
If you compare it with Dove’s women’s soap description, you’d notice a visible difference in the choice of words. Dr.Squatch has traded words that women would want to hear with phrases men within its target market bracket would want to hear—if it makes sense.
It has deliberately used descriptive phrases such as tough, woodsy scent, smells like an old-growth forest to make the tone of content appear masculine and related.
If you sell gender-specific products, this is an ideal template for you.
Many items are self-explanatory and don’t require much explanation. These products need a brief description to avoid bombarding people with unnecessary information.
BonoBos’s shirts come under such a category.
People who shop for dress shirts typically look for design, material, and fitting. BonoBos has focused on the above three areas in its product copy to grab its audience’s attention.
If you notice, it has only leveraged its target market’s desires for comfort, tailored size, and original designs to increase its shirt’s worth. The only other elements that pop out in its product description are mainly multiple options, which link back to its audience’s desire.
8. Instant Pot
Instant Pot description structure is the complete opposite of BonBos.
Just as some products like BonoBos are easily recognizable by their image alone, there’re tons of items like Instant Pot that need additional explanation to figure out their features. For such types, a clear and straightforward description always works best.
Instant Pot does exactly that.
Its product copy may appear chunky and unnecessarily lengthy at first glance, but it succulently explains its features without any fluff words. To top it off, it has included a user manual to offer instructions on its multiple functionalities and automation.
This is a classic Amazon product description template and is best for those that sell complex or technical items.
Sony’s Wireless description offers you another — and more digestible—way to explain your product specifications. It starts with a summary of noise cancellation headphones, followed by a listicle that features the specification.
What makes it a great product copy? The attention to detail.
Sony has shared short but precise information on its product page. Since its target audience includes tech-savvy people, they are already familiar with industry terminologies and particularly look for specs to compare item quality.
This type of product description is ideal for brands—like art tool sellers — whose target market is well-versed in the field and is interested in the technical aspect of the item only.
As a custom jewelry brand, most of MYKA’s products fall under the “personalized” category. That means its target market mainly comprises individuals who are looking for unique jewelry probably to gift someone and may need a nudge to make the final decision.
MYKA has drafted its product description with that angle in mind.
It has added word choices that best reflect the value of its items and provided recommendations to help customers pick the right gift.
In the above example, “thoughtful”, “uniquely styled” and “Perfect for when you’re on the lookout for mom necklaces” are persuasive phrases designed to encourage action.
11. Apple iPhone
Apple is a great example of using visuals and storytelling to describe your product.
Most of its product pages are focused on two major elements. Using colloquial language.
Leveraging that language to offer a unique experience. It takes you on a journey explaining each feature in short sentences all the while entertaining you with 3D backdrops.
The word arrangement of its content is not only concise, but it’s witty and highly creative.
Check its new iPhone 12 Pro product description, for example.
The first thing that catches your eye is the headline. When you scroll down to its features, you’ll find reader-friendly phrases and noticeable visuals.
Both make its product copy distinct and catching.
12. Laurent Ferrier
Laurent Ferrier is a luxury watch brand, and its premium niche reflects in its product description.
The watchmaker possesses a classic craftsmanship style and uses that knowledge in his product detail to amplify the worth of his pieces.
Take a look at this description.
The sentence structure exhibits an elegant style and rhythmic tone that is a distinct mark of quality. The timeless theme Laurent Ferrier has gone for, not only explains specifications but also presents each item as a masterpiece.
It works remarkably well with the watch designs and uplifts its value.
This style of description is ideal for personal accessories and jewelry items.
FireBox is a retail brand that offers a versatile range of unusual items people typically don’t think of buying. Remarkably enough, its product descriptions are equally versatile and unusual, making people want to purchase the items.
The Baby Groot phone holder is a classic example.
FireBox has seamlessly connected Groot fiction characteristics with its product features using witty phrases. It has embedded storytelling to stand out and has employed colloquial language to give you the impression it’s talking directly to you.
The candid tone and story theme make its description not only digestible, but also highly persuasive.
14. Studio Neat
Studio Neat’s product descriptions prove you can glorify even something as simple as a Notebook with wordplay.
As a stationery brand that sells common items like notebooks, pens, and phone gadgets, Studio Neat focuses on product usage as its selling point. It attracts visitors with clean designs and captures their interest by highlighting the benefits.
Its Notebook description is a good example.
The above image displays only a part of its product page, but if you scroll down, Studio Neat has explained each feature, detailing why you should buy the item.
This is the best structure for those who aren’t sure how to make their generic product more attractive to their audience.
Fridababy is a mother-baby health tools seller that provides a practical solution to problems new mothers typically face in the early years. It has a cheeky brand voice that it uses in all its product descriptions, making them easy to digest, fun, and most importantly, related.
If you check out its product details, you’d notice Frida employs a certain arrangement of words and phrases mothers are generally familiar with.
It adopts simple language to emotionally content with its audience and uses everyday humor to make them feel comfortable. The slang phrases also help Friday clarify what each of its products does and what problems they solve.
16. Old Spice
Old Spice’s product description is another ideal example of how to make your content stand out by infusing your brand tone into it.
The personal care brand has a distinct voice that promotes manliness, and it’s evident in all its product details.
Read the above content.
Here, Old Spice has associated beard with a man’s glory, letting people know how important it is to take care of your beard. It has taken cliché references and used cheeky lines to emotionally connect with its audience.
The persuasive brand tone adds consistency to its content, making its descriptions highly engaging.
Thesus is a Toronto-based retail brand that offers outdoor boots for multipurpose.
What makes its product description exceptional is the efficient way it summarizes all its core features.
Thesus is popular for its comfortable, sustainable, and waterproof boots, and it has carefully chosen its words in the above image to best describe these features.
In the first sentence, it has used Vegan and sustainable to highlight its value proposition. In the second sentence, it has mentioned cozy and dry to explain its benefits, while in the third sentence, it has added a trail to share its usage.
With these few words, Thesus has characterized its shoes as comfortable, water-resistant, sustainable, and best for hiking.
Bally is an apparel brand that offers high-quality outwear, accessories, and shoe range. It generally keeps its product description short and to the point, choosing to share the features right away.
Why? So, customers can quickly skim the content.
Bally’s product description follows a classic SEO structure. It has forgone the persuasive elements for simplicity, listing the details, shipping options, store information, and return policies all on one page.
Brands typically use this type of bullet points structure to make sure their product copies are reader-friendly and relevant.
19. Man Crates
One of the best ways to attract your buyer’s attention is to tell a story, and Man Crates does it brilliantly.
Man Crates is a Gift Box brand that offers different goody packs containing items Guys usually prefer over chocolates.
Almost all of its product descriptions are unique because each starts with a short story, adding a character to the content.
The mystery element coupled with the candid tone instantly generate interest and incite buyers to order it at least once to see what they will get.
That is what makes its description highly effective.
Slack is a B2B messaging platform that helps teams collaborate and communicate easily.
Its product copy shows the systematic structure SaaS brands should consider while drafting the details.
Take a look. It has targeted its customer’s pain points, presented its software as a solution, added social proof to increase its worth, and included an FAQ for queries.
It has also applied colloquial language to simplify its product features and added persuasive elements using power words such as “free” and “faster” to encourage action.
SaaS product descriptions differ completely from eCommerce ones because B2B products are digital assets that often have technical features. As such, their descriptions are comparatively more detailed and structured differently.
Remember, there are tons of ways to explain your product features without making it look bland.
Sure, a straightforward approach always works best, but you can improve it by personalizing the content with power words, relevant phrases, and brand tone.
Take inspiration from the above examples and start drafting a persuasive product copy. Good luck!