How to write effective and short product descriptions

The Internet is full of online stores. Online stores are full of products. And products are of words. This progression increases exponentially. It seems that the longer the description of the product is, the better result will have at conversion and positioning levels.

This is not necessarily so. If you go and go in order to make the description, Google will realize that you are contributing nothing, and so your customers. It is much better to summarise but including everything the user needs to know about the product so that he will be convinced that he needs it. 

That is the reason why today we are going to give you some tips to write effective, and short product descriptions so that you will get to the point and conquer your customers (and Google) in the minimum time. Do not keep adding words to your product descriptions if they provide nothing but than noise. 

Let's start with the reflection that has led us to write this post. It is contradictory to see how two very different tendencies clash. 

While everything on the Internet tends to the economy of space - pages are becoming lighter and users are more specific when seeking-, product descriptions keep growing and growing. 

This occurs largely by pressure from SEO managers, asking us to fill in characters to be more relevant regarding search engines, avoid duplicate content and problems with Google Panda. 

It is clear that they are partially right, but... is this effective regarding the user? 

Probably not, since we are forcing potential customer to do exactly what we do not want: think too much and try hard searching the essence of what he wants to know within those 500 words. 

Starting writing your product descriptions without a minimum of planning can lead to write, write, write and write. You set a minimum of words and done!

This is a mistake because you end up going round and round and entering just text. Empty words that make the user going round and round the same thing and even inviting to ignore 90% of what you write. 

The best thing to do is to start from a good structure that you can also replicate in all tabs. This will not only help you organize information, but it will also make you save time. 

Did you realize? All its product cards are exactly so. Amazon shows the information at the beginning, uses bulleted lists to promote the skimming of the differential benefits. Finally, it leaves the largest text to the user whose attention has already been catched in the first paragraph. 

The strongest power in this structure is, from our point of view, lies on all we can see before the line of scroll, which already contains all the essentials to make the product interesting. 

Do not overlook the aim of product descriptions on the Internet. They are and should be useful to persuade the visitor to be before the solution to his need or problem. 

Do not consider them as eternal listings of technical features which bore anyone. It is much more interesting if you wonder whom the product is aimed to and tell what it is and what solutions will bring to his needs. 

Not everything is text, right? In fact, images are so important that takes much of the product card and can also be extended. 

This is not any whim or a matter of designers. Actually, it is due to the way users interact with content. We always want to see pictures or videos because they are fairly self-explanatory content. You know the cliché of a picture is worth a thousand words, and if in addition they are optimized for eCommerce... Who wants more? 

Use this type of content to help you summarise the text and writing shorter product descriptions. What is clear, the attributes that are at first glance, do not need such an exhaustive description. Due to both its important position in the card and users´ habits, we know that the photos will be seen, so count with them when writing product descriptions. 

A good image can summarize the main characteristics of any product. And, in addition, it offers you the possibility of playing with the context, how to use and inspire a lifestyle. 

Do not forget about other graphic resources, such as icons. Pictograms also summarise. Anyone who sees a small illustration of a truck and a clock knows that we mean to shipping, for example. Icons used strategically and summarizes certain key characteristics, especially those related to service.