5 recommendations to writing great Etsy listing descriptions
“Business Hat Vintage Ad”, illustration by Amanda Weedmark
Having strong listing descriptions for your Etsy listing can offer clarity, instill excitement, and boost buyer confidence.
Since each shopper will browse your listing different, this description can offer answers to frequently asked questions, reiterate information to avoid it be missed, fill gaps, and help you connect with your customer more. All of these reduce ‘barriers to purchase’ discussed in Chapter Two.
This blog post is a compilation of recommendations I’ve implemented over the years and based on what I learned through Etsy courses, forums, and speaking to an Etsy optimization specialist.
I’m not a writer so I won’t be offering details on the technical side of writing a great description. Nor am I an SEO specialist. Please consult experts in this field for more specialized recommendations.
So in order of importance, let’s get to those recommendations!
Recommendation #1 – Details First
An example of an Etsy “detail” preview that a customer see when clicking on a listing
When I had a call with an Etsy optimization specialist, one of their recommendations was to place all important item details first and keep it as succinct as possible, like in a bullet list.
These details will show in the preview on the listing description and will prevent customers having to search for it.
Details of your item could include:
Size (or size options available)
Weight
Color (or color options available)
Material (eg. Metal, metal plated, paper, etc.)
Finish (eg. Soft, glossy, flat)
Packaging insights (eg. packaged in eco-friendly material for shipping)
Maker Info (eg. handmade by me)
Perks / benefits (eg. Waterproof)
Edition information (eg. Only 100 made, limited edition)
Recommendation #2 – Repeat Information
Your bullet list above may repeat from other places. That’s ok!
Repeating information in as many places that make sense (description, listing details, photos) is a sure way for your customer to not miss it, as each customer will browse your shop and listing differently. Some will only look at photos, others will only look at descriptions.
What are your customers missing if they only looked at one or the other?
Recommendation #3 – Share “option” details
Do you have separate listings for color options or product variations? Maybe you offer bulk pricing or personalization?
Share this information in the description so customers know exactly what’s available and where to get more details.
Recommendation #4 – Tell a Story
A story is a way to excite the customer about their potential purchase, inject some personality, and share your inspirations.
This will help you connect to the customer and help them get some insights on you and your business.
Placing this under your product details is a great spot as it’s a natural ‘next step’ if a customer wants to learn more.
Product Description Writing Formula
Start with the senses
A great place to start is using the senses; Taste, touch, smell, sound, emotion / feelings.
This is best for items that play on the senses to satisfy a need; A candle to make the home smell fresh, a spicy sauce that will tingle the taste buds, a crystal that will help someone feel grounded.
Even if your item doesn’t evoke any direct sense like eating a piece of artisanal chocolate might, it could be inspired by a memory of a sensation, like smelling the salty air during a hot summer’s day at the beach.
Which of the senses do your items evoke?
Lean on history or heritage
Another way to tell a story is simply sharing what the history of an item is all about.
Something like an antique will surely have years of stories to tell. If you’re unsure about it though, don’t make it up, especially if there’s a specific heritage or culture being referenced. Try to get some feedback from experts in the field so that you can respect its roots and represent it accurately.
However, for something like a piece of clothing or artwork, you can research that era and tell the story that way.
“This style of mini-dress was popular in the 60s for it’s floral print and flirtatious flair. This is a must-have piece to make you feel groovy at any party.”
Of course, you can also draw on your own history and memories.
“These acid washed jeans were a staple in all of my friends’ closets back in the 80s. We loved pairing them with oversized sweaters and a simple belt to make a true fashion statement. If you want to bring a true classic back to life, snap these up fast. Only 1 pair left.”
What history or memories can you tell about the product you’re selling?
Share inspirations
If you’re a jeweller or crafter, you can share inspirations or how or why you created a piece.
Who did you have in mind when creating it?
What occasion would it be perfect for?
What inspired you to create something like this?
Letting the customer in on this process, will help them emotionally connect with a piece and confirm it’s what they might be looking for.
What are the inspirations behind your product?
Recommendation #5 – Talk about your business
Consider how an Etsy customer shops; They type keywords into the search bar and find your listing. When they click on the listing, it doesn’t go straight to the shop that’s selling. It goes to that specific listing.
Having your business information in a photo AND in your description is a great opportunity for you to talk about your business.
You can share your values, goals, and purposes. You can also include a link back to your main Etsy shop, newsletter link, social media sites, where the customers can shop or learn more about you.
Additionally you can share this information in your shop thank you & shipping messages for added effect.
A customer being able to find the information they need without the “resistance” of searching for it or reaching out to ask a question, can sometimes be the make or break of whether or not they purchase.
By implementing these recommendations, you’ll be sure to have an Etsy listing that is detailed, personal, and informative, which will hopefully lead to more sales*.
Due to the variable nature of the economy, the Etsy algorithm and platform, and individual businesses, these recommendations are not a guarantee of success, higher views, or profit.
I’d love to know if these recommendations work for you. Try them out and comment below!
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Art & Design | Small Business | Inspiration | Product | Spotlight
