How to Write Product Pages & Descriptions

E-Commerce | |

You know your products better than anyone, but you need to communicate the benefits and features of your products to your target audience.

Here are our tips on writing content for your product pages and descriptions.

Just Get Started

Similar to writing your website content, getting started can sometimes be the hardest part. We recommend opening a Word document or Google Docs and start writing ideas down – even if you start with simple bullet points made up of words or phrases that you want to use. Then, once you’ve written down everything you can think of, you can revisit and bulk it out.

Think Of Your Customers

Put yourself in your customers shoes and think about what they want and need to know.

Refer to Website Designs

Depending on the stage of your project, take a look at the product page designs or information architecture that we have sent over for your website – this should give you a rough idea of how much content is needed on each page or section.

Usual sections include:

  • Name
  • Price
  • Tagline/Intro
  • Description
  • Specification
    • Dimensions
    • Weight
    • Material
  • Product Care
  • Delivery & Returns
  • SKU
  • Hero image & text

Focus On Benefits

Focus on your product benefits and how they solve a problem for your customers. Try not to specifically mention the problem, instead focus on the solution.

Keyword Research

Again, research your competitors to see how they create their product pages, and what keywords they include. Think about what customers may search for on Google, and include these where you can naturally within the content.

Scanning is Key

Make your content easy to scan so that customers can get an overview of it from a glance. Humans naturally have a shorter attention span than in years gone by, so will often scan and read quickly.

Need Extra Help?

Here at Ballyhoo we can help too. We can collaborate and check over your product content using our years of experience, making tweaks and giving you guidance. If you have any questions throughout the content writing process, please let us know as we are more than happy to help!

Headshot of Rebecca young new team member


Rebecca helps to keep the team organised and supports all of our clients with day to day activities and content. She also runs all of Ballyhoo's internal marketing.