How to write website product copy

Whether you’re retailing someone else’s products or selling your own brand stuff, it’s important to give consumers the info they need to know if it's the right choice for them.

But after all that work that goes into product design, testing, choosing colourways, selecting fabrics, refining features...how do you summarise how great a product is in 150 words or fewer?

The descriptions on your website can help sell more to the right people.

Why are people going to buy from you? Because they are confident they are going to love your product, it’s right for what they need AND because they like you as a brand. With savvy product descriptions you can tick these boxes. Let's go through the 5 steps for writing some pretty good product descriptions for your website.

First, you need to actually get people on your website.

1. Give it some SEO lovin’

Before anyone even looks at your website, you need to get them there. Or make it easy for them to find you. By optimising your product descriptions for SEO you are on the right track. This does not mean you go stuffing in those keywords like you would a post-summit pizza. If it feels like you’re stuffing in keywords, you probably are. So stop before then.

Once you've done your basic keyword research (or got an SEO-savvy pal to do that for you), you need to put them in your best SEO spots: put your best keyword in your main header (H1), an alternative in your subhead (H2) and some longer keyword phrases in the body copy.

Super pro tip for keywords – always do a common sense check on them. Make sure the terms actually match your product. (It’s called ‘search intent’.) If there are a gazillion monthly searches for ‘comfy climbing shoes’, it might be tempting to try and rank for that term, but if you're selling super-rigid, mega-pro-but-definitely-not-comfy climbing shoes, there’s no point targeting that keyword phrase. You're better off looking at lower volume search terms that will convert better.

2. Benefits, baby

The features of your product are that it’s waterproof, or it has an adjustable hood, or it has super technical cushioned insoles. The benefits are how these features make your (customer’s) life better.

Examples? So, the waterproofness means you stay dry when it chucks it down, and the adjustable hood means you can get the right fit around your head, and those insoles? They mean you won’t get achy-feeling feet after wearing them all day.

Can you take this further? So your reader can really imagine themselves using your product? Make it super specific.

Like the waterproof jacket means that when you’re caught in a shower abseiling down the last pitch, you’ll still get home dry.

And the adjustable hood means you can keep your beard tucked in safe and dry even in sideways rain.

And those insoles mean you won’t get achy feet even when that 10-mile route turns into a 15-mile expedition because your pal had the map upside down…. By tapping into real life experiences, you can really bring your product descriptions to life.

But, what if we want to appeal to EVVVVERYONE??

The thing is, if you try to appeal to everyone…you’ll end up being so washed out and bland, like vanilla ice-cream that just tastes beige (sorry, beige). By getting specific, you make your product more real, so readers can picture the situation, they feel part of the action. It really brings your copy to life.

3. Embrace the bullet points

Picture this, you’ve been pondering which new waterproof shell to buy. You want zips on the pockets, you want it in purple, you want an inside pocket too. You’re ready to buy as soon as you find this dream product. You don’t want to read through a chunk of text (however beautiful) to see if it ticks those boxes. Your eyes jump to the bullet points.

What to include in your bullet points:

• key product features
• warranty info
• why you love it
• how to use it
• eco-credentials

And don't forget:

• Keep your bullet points short, sweet and easily-skimmable
• Include all the key features people might be looking for
• Add some personality, make them fun
• Sprinkle in some benefits too
• Bullets don’t have to be boring. Zhuzh them up to keep people engaged

4. Use your customers’ words.

We call this ‘voice of customer’. Now, you might be super excited about your product's Super Pro trademarked technology, and you can absolutely talk about it, but what words are your customers using to talk about your product? Are they talking about how puffy it is or how sweaty it feels? By echoing some specific words or phrases your customers use, they’ll read those words and think ‘Yes, these guys get me’.

Where do you find these magical words?

You can interview actual customers and ask them. But for most products you won't need to do that. Read online reviews (for your products as well as similar products). Check out blog posts, online forums, chats, anywhere people are talking. Ask your sales people, the ones who talk to customers on the phone or in chats.

When you start finding the same kinds of words and phrases cropping up, these are the ones that will resonate most with your customers.

5. Go BIG with personality. This is the most important one (well done for making it this far). There are a lot of blaaand product descriptions out there. (Even in the coolest ever industry of outdoor sports.) Making sure your copy is on brand is the top way to keep the right people engaged with your copy.

Brand voice is a big differentiator.

It’s not the only thing you need to think about, but it’s important. Brand voice is how your brand personality and values come across in your words. So, you need to start by getting clear on those (if you’re not already). Push the boat out and get creative in making sure your personality shines through in your copy.

You'll connect with people, build trust, nurture loyalty and your customers will turn into your biggest fans and ambassadors.

Thank you so much for reading.

If you’re a writer and you’ve found this page helpful, drop me a line and let me know.

If you’re an outdoor brand looking for support with your product copy, drop me a line and let's have a chat.