Description

The product description should be the largest body of text on the page. If a customer has been
drawn in by the image and brief key product features, they will then dedicate more time to
reading the description, especially for high-value items.

This is your opportunity to expand on the points in your key product features. For example, if
your key product feature said:

“130 bar max pressure & 430L/hour max flow”

then you can expand in the description by saying:

“With max 130 bar pressure washer and max 310l/h water flow this machine will quickly
remove the dirt from patios, driveways, cars, caravans, boats and more”.

As the main goal of this section is to fully describe the product, you should use adjectives and
descriptive phrases, commenting on the appearance and functionality of the item.

To persuade a customer to purchase the item, you should also provide examples of how this
product will contribute to their home or help them with a task.

Lastly, when it is a set/pack, try and write about individual items in the description. This,
alongside the features and specifications, will make it explicitly clear what the customer can
expect to receive when they purchase the item.

Example Description

Sub-standard Description:

The Matrix Cuzzo Sienna Rug is a lovely addition to your home. This real wool pile rug
features a zig zag design in various shades of red and orange.

Great Description:

Stylish and luxurious, the Matrix Cuzzo Sienna Rug will add a fresh and contemporary touch
to any room in your home. Made from 100% wool pile, this rug features an Aztec inspired
geometric pattern in warm, earthy tones. Available in an array of vibrant shades, this rug is a
wonderful way to create a focal point in your bedroom, living room or dining area.

We generally recommend you provide between three to five descriptive sentences for your
descriptions, however, the more information you can provide and the longer you can make your
descriptions, the better. This way, you’re encompassing as many keywords as possible for SEO
and gives customers detailed information. However, bear in mind that customers are unlikely to
read large walls of text, so be economical where you can.