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How To Write Compelling Product Descriptions For Your Online Lingerie Store

Every business owner wants to entice people to buy their products online.

Still, once you’ve got your webpage up and running with some beautiful lingerie pictures, you may not know what to do next. Well, before anyone is going to buy your wares, you need to write your product descriptions, of course! This chore is one that scares many business owners, but it’s not as complicated as you imagine.

Here are some useful things to keep in mind when writing interesting yet informative product descriptions: 


1.  Create a mental image of your buyer.

Think about it. Who is your ideal online buyer? You should have already covered this in your initial business research, but let’s make sure that you know who you’re targeting here. It will most certainly help to identify your target customers and create buyer personas before you begin.  Often enough, lingerie brands will target only women within this step, but remember, men may also want to buy luxury gifts for their partners. It’s worth considering who you want to buy your items before you start writing anything. And remember, the smaller your pool, the more targeted your descriptions and other copy should be.


2.  Choose a tone of voice that speaks to them.

Once you have an idea of who you’re speaking to, it’s time to tailor your tone of voice to suit them. Consider your target market and the tone of voice that will likely appeal to them the most. For example, should you be aiming your products at a young demographic, you may wish to take a somewhat informal tone, while an older market may prefer a formal, yet friendly approach. You need to spend a decent amount of time thinking about this before you begin.

It could help to create a persona. Picture the person reading your description and the person they would ultimately relate to. Writing in a language and tone which suits your ideal buyer will mean that there is an instant connection there. Connections lead to sales. With that in mind, you should figure out what will reach your audience on a real level.


3.  Ensure the content is easy to scan.

Let’s be honest, people don’t have a wealth of time when it comes to online shopping. New e-commerce shoppers spend just 2 minutes and 31 seconds on a site, according to Kissmetrics. That’s not a lot of time to grab their attention and convince them that this is a must-buy product. For that very reason, you need to keep things as easy as possible. Your reader should be able to scan the description and instantly know whether the product is right for them. You might find having a short bullet-pointed list of the features does the trick or just a carefully spaced overall description.


4.  Pick out some searchable keywords.

If the formidable words Search Engine Optimization send shivers down your spine, you’re not alone. We all know that we have to pay attention to this black magic, and yet few of us want to put in the leg work. When it comes to product descriptions, though, failing to use SEO practices in your text is a genuine mistake, which could lose your business.

So, where should you start? Well, the first step is drafting out the keywords you think you should be using. For example, your initial words may be ‘white bridal lingerie set’. Once you have them in mind, there are tools you can use that will help. Putting your first set of keywords into a tool such as UberSuggest will mean that you get a comprehensive list that you can use. Then, it’s a case of sprinkling those words naturally through your copy.


5.  Cover all the product’s essential information.

Needless to say, the entire point of writing a product description is to make sure that you get the relevant information over to your customers. So, with that in mind, you don’t want to miss out any of the vital things that they absolutely need to know. Here are a handful of the things that you should never leave out of your copy:



What features does this product offer? What type of clasp does it have? Is it suitable for sports? Does it add extra comfort here? Take the time to list all of the features that this product offers your buyer. Since they cannot feel and check out the item for themselves, this information is all they have to go on. So, be sure to cover every aspect of it.



It might sound obvious, but you don’t want to forget this vital piece of information. Your shopper wants to know whether the item will fit them and they want to know now! Make sure that the list of sizes is clear and easy to identify.



Now, let’s get down to the fine details here. Your customers need to know just what they’re buying here and that means that they need to know what material the item is. If you have a blend of materials, be certain to mark the percentages clearly within the text.


Return policy  

Oh, and you for legal reasons, you should probably add a little bit about what your return policy is. Remember, people often feel that buying a product online is a risk. Adding in a little term like this one may have alleviate that worry and give them peace of mind when they purchase from you.


6.  Edit, edit, and then edit again!

Finally, you need to learn how to edit. Writing everything down in a frenzy and pushing that big old ‘publish’ button straight away is likely a mistake. You need to take your time here. You may need one, two, or even three edits before you get it right. The longer you take over this job, the more likely it is that you will win customers so there’s no need to rush!



While approaching this task may at first seem a little intimidating, it really needn’t be. So long as you take a moment to consider what your customer needs to know, you should find that writing a description that suits their needs is really rather straightforward. In following our advice here, you’re sure to create a winning product description writing formula that encourages customers to shop with you again and again.

Tags: E-Commerce Marketing

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Charlotte Grainger

Charlotte Grainger

Charlotte Grainger is a freelance writer and digital journalist. Her main areas of interest are health, lifestyle, and relationships. When she’s not writing, she loves reading, gymming, and socializing.