Whether you’re a retail furniture store or interior designer selling furniture in addition to your services, you must promote your products. That means knowing how to write good product descriptions that sell.
People who are furniture shopping have a lot of questions. Your product description needs to answer them. It should also describe the product in a way that creates desire and enables the reader to visualize the piece in their room.
Elements of a Great Product Description
Entice Your Target Audience
Is your product for luxury or budget shoppers? Is the scale large for big homes or suitable for small apartment spaces? Remember your target audience and lead with what will attract them the most.
Frame Product Features as Benefits
Instead of a list of the product’s features, explain how they benefit the customer. For example, describe how various fabric choices can fit any style or color palette, an overstuffed chair can give the comfort of a warm hug or how a large sectional can enhance family movie nights.
Focus on the Product’s Unique Selling Points
Let shoppers know what makes this item special and different from other products. Is it built for comfort? Was it handcrafted in Italy? Does it use a textile or print upholstery that nobody else has? By giving a unique value proposition, you’ll inform shoppers that they must buy this product from you because they won’t find it anywhere else.
Show the Design Styles That the Product Works With
Shoppers are becoming more educated about design styles thanks to HGTV, blogs and magazines. They usually know what style they gravitate to. Or they may be going for a new style and want to be sure they’re picking the right pieces. Use your design expertise to describe products in terms of the design style they will work with. Many products can cross over into several styles, while some are a specific look, such as midcentury modern or industrial.
Include Product Dimensions
Probably the most important question for shoppers is, “Will it fit?” They need to know if the product will fit in their space and whether the scale of the item will go with the other furniture. List measurements from all angles, including seat, leg and back sizes.
List Material Options
If your product comes in a range of upholstery options or finishes, mention that in the product description. Provide swatch photos or a 3D visualizer so they can see the product with all its options.
Provide Design Inspiration
Add value to product descriptions by inspiring readers to go beyond getting what they need. Most people don’t know how to style a room. They need someone to show them what’s possible and what to layer in to add interest and texture. Link product descriptions to guides such as:
- Creating a specific design style
- Furnishing a small space
- Creating a luxury look on a budget
Include Search Engine Optimization (SEO) Best Practices
Keyword research can optimize your product descriptions to show up in search results. Also, link to other products on your website that this product goes with. This not only upsells products but these are called “internal links” in SEO terms, and they help with the following:
- “Topical authority”—high-quality information that provides value and earns trust
- “Page rank”—a measurement of a page’s importance and popularity
- “Organic search visibility”—showing up higher in search results without buying an ad
List Product Details
Don’t forget details, such as weight, construction and materials (wood and fabric types), assembly requirements and any warranties available. Any one of these could be a deal breaker for a shopper, so they need to know what to expect.
Product Description Example
Still trying to figure out how to write a product description? Here’s an example of a well-written furniture product description and why.
West Elm does a great job of turning features into benefits, showing how the product can be styled in various room settings, cross-selling with other products they offer, and providing all the details and care for the product.
West Elm Hamilton Leather Chair
Where to Put Product Descriptions in Your Content Marketing
Your Website
Create an e-commerce section on your website. Make it easy for customers to find the product using categories and ensure you have an easy shopping cart and check-out system.
A Catalog
People still love to browse printed catalogs. These can prompt shoppers to go to your store or your website to learn more about the products they see.
An Inspiration Guide
This differs from a catalog in that it focuses on a specific topic around your product—such as a particular design style or a how-to. For example, “How to create farmhouse style.” These can also be used as a “gated” freebie giveaway in exchange for a reader’s email to build your email list.
An Email
Showcasing products gives you a wealth of content for your email newsletter. (See other ideas here.) Product descriptions can build desire and drive traffic to your website or store.
A Social Media Post
Shoppers are on Instagram and Pinterest looking for inspiration. Don’t miss out on this opportunity to put your products in front of them! Post photos of your products with the description in the caption and link your shopping site in your bio.
A Blog
Spotlight a particular product by putting the product description in a blog. This gives you the opportunity to show your thought leadership by talking about how it is on-trend and the various ways to style it. (See other blog ideas here.)
An In-store Sales Sheet Handout
Arm your in-store salespeople with handouts of your products with full descriptions. This gives shoppers a takeaway to keep your product top of mind once they go back home to think about it.
Strong product descriptions can drive traffic to your website and store. They give you authority in the eyes of your target audience and boost sales. It’s important to know how to write a product description that sells – or find a copywriter who does.
