Your Etsy product description – a how to write guide
This post has all you need to know about how to write an incredible Etsy product description.
You know how awesome your digital products are but how do you convey this to your customers?
Well, you write Etsy product descriptions that make customers desperate to part with their cash and download everything you have.
To sell like this you’ll need Etsy product descriptions which grab your customers’ attention.
And in this post, I’m going to show you how to do just that by sharing 9 strategies I use when writing my Etsy product descriptions.
9 strategies for your Etsy product description
1. Focus on your meta-description
Your meta-description is the snippet of description shown by Google in search results.
Google and other search engines will use the first 157 characters of your Etsy product description for their meta-description
So, start with a clear statement of what your product is and the value it gives.
You’ll want to begin with 2 – 3 concise sentences which describe your product with a clear call-to-action.
For example: here’s the meta-description from one of the listings from my Abbey Gate Designs shop:
The meta-description you see here is the first few sentences of my product description. Using 157 characters, it clearly states what the product is and invites the reader to do something with a call-to-action.
2. Have a conversation with your customer in your Etsy product description
When writing your description, think of it as a conversation you would have with your customer if you met face-to-face.
Be friendly and use the word “I” so that customers feel like they are talking to you.
(By the way, don’t confuse the customer by using “we” if it is just you running the shop).
Use the words your customer would use and be authentic.
You can make your description fun and use humour too, but the key is to really understand who your customer is and what they want from you.
This post tells you everything you need to know about finding your target Etsy customer.
A huge benefit of Etsy is the fact that buyers get to connect with the designer/creator who made their product. And when you get it right, you’ll create a tribe of loyal customers who, as well as wanting to buy your products, would also LOVE to hang out with you.
If you find writing in a conversational tone difficult, try this: Describe your product aloud to a voice recorder and then transcribe exactly what you said. This way you’ll sound more natural.
Think about the questions your customer might ask and what information they would gather if your shop was a bricks-and-mortar store. Check that your description includes all of this information.
Overall, in your Etsy product description, make your customers love your products as much as you do and captivate them with your enthusiasm.
It’s all about being able to connect with readers using your personality and tone of voice. Throughout your Etsy product description, use the word you and always check that the content is focused on your customer. You might like to count the number of times you’ve used I, me, we, us versus the word you as this is a good indicator of whether your description focuses on your customer.
3. Use your Etsy product description to link to other products
A great way to generate more sales is to suggest customers buy complementary products. You can do this by including links in the Etsy product description for items you think might go well with the product they’re interested in. Also, to keep them browsing around your shop, include a link back to your shop front page too.
Here, in the product description for an Ice Cream Bingo game, I have directed customers to some matching party items they might be interested in.
4. Use keywords
Using keywords in your product descriptions helps your customers find your products and assures them that they’re in the right place. Study your Etsy Shop Stats to see which keywords are being used the most and use those in your product descriptions to drive even more sales.
Make sure that each of the words you’ve used in your title and tags are included in your product description. To do this take each word from the title and tags and include it in a sentence in your description. I have more detailed lessons on how to use keywords here.
5. Structure your text
Next you must make sure your description is easy to read with headlines that entice readers in; easy-to-scan text with bullet points; and plenty of white space.
Remember that more than 50% of traffic comes from mobile devices. As these have smaller screens and your audience is more distracted, the need to create concise, scannable descriptions is even more important.
Check that your grammar, punctuation and the clarity of your description is tip top. Perhaps you have a kind friend who would be happy to proofread it for you.
Cut out any unnecessary words and get rid of adverbs like “just”, “really” and “actually” because you just actually, really don’t need them.
Avoid overusing adjectives as this can slow the reader down. Instead of two adjectives before a noun, limit yourself to one. For example, instead of “glamorous, elegant collection” use “elegant collection.”
That said, sensory and emotional adjectives like captivating, tantalizing, dazzling, and delightful are golden.
But a word of warning: don’t use words like these: nice, good, effective, market-leading, world-class, innovative. They’re over-used and meaningless.
When trying to convey size, use physical reference points rather than depending on measurements alone. Buyers can make an informed decision and have no further questions after reading your description. For example: hand size, handbag size, fits in the hand.
6. Talk about features and benefits in your Etsy product description
You might be keen to shout about the features of your products. But honestly – customers aren’t that interested. What they want to know above all else is the benefit they will get.
What’s in it for them?
How will it solve their problem?
So, in order to make customers desperate to buy from you, use this trick:
You need to weave a little magic. Follow this pattern and you’ll have your customers queuing up at your virtual shop door.
It’s this…
Highlight a feature then follow it quickly with an associated benefit.
For example, imagine a product such as a printable poster for a nursery which can be personalized. This could be described as follows:
“A printable poster that can be personalized so that you can mark your new baby’s arrival with a unique gift that lasts a lifetime.”
The feature is that it can be personalized, and the benefit is giving a gift that lasts a lifetime.
Listing features with their associated benefits like this adds credibility to your products.
7. Appeal to a customer’s imagination
When people hold a product in their hands, they will be more likely to buy it. However, this is obviously not possible online, so your job is to entice them with your words.
The best way to do this is to help the reader use their imagination. To do this try starting a sentence with the word “imagine” and go on to explain how the reader will feel owning and using the product. You can seduce with sensory words to help paint a vivid picture of your product. Use words which describe how your product might be experienced.
To identify sensory words imagine each of the senses and think of words like the ones listed here:
8. Use your Etsy product description to tell stories
When you engage your buyers with stories, they can forget they’re buying.
Their barriers to sales are dropped and your product becomes more engaging and persuasive.
This is because our human brains are wired to think in stories. Stories add personality and make products seem meaningful.
You can tell stories about anything related to your product.
Perhaps you have a story to share about how you developed the product, how you were inspired, the obstacles you overcame, how you tested it or a story of how you use it.
Whatever story you decide to tell, dig deep and uncover details that your audience will find fascinating.
To get this content you could talk to your suppliers, do some research, or talk to your customers. Just remember to keep stories concise and focus on one simple idea.
9. Talk about how popular your product is
Lastly, customers love to buy things that they think are popular.
Show that your product is popular by including quotes from your 5-star reviews, refer to it being a best seller or mention the number of favourites it has.
So, there you go. Now have a go at crafting your own description. What do you think is important to include in a product listing? Let me know in the comments