A compelling, engaging, and informative t-shirt product description is essential for every item you sell online. Not only does it give you an opportunity to showcase what makes your brand unique, but it's also how you'll attract your target audience to your store, build emotional connections with potential customers, and increase your conversions.
Compelling product descriptions are a key part of what convinces your customers to actually purchase products in the t-shirt market, rather than simply continuing to scroll through your website.
Unfortunately, it isn't always easy to craft product descriptions that drive incredible results. In this guide, we'll show you how to harness the key elements of an effective product description, with real-world examples.
Why You Need a Strong T-Shirt Product Description
It's easy to overlook the value of strong product descriptions when growing your t-shirt business. A lot of business owners assume their ideal customer will see great photos and make purchasing decisions instantly. However, that's rarely the case.
In the digital world, where customers don't have an opportunity to try on your t-shirts and see for themselves how they look and feel, they need more information to make a purchasing decision.
They need to know why your custom t-shirts are better than those offered by the competition. This is crucial in a market as competitive as the t-shirt and apparel industry. Remember, by 2025 alone, the t-custom t-shirt market will be worth over 3.1 billion.
A great product description:
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Improves the customer experience by providing valuable information.
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Separates you from the competition by showcasing your brand's personality.
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Helps customers find your products with search engine optimization.
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Helps the customer understand the benefits of the product.
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Ensures your customer can care for the product effectively.
The Key Elements of a T-Shirt Product Description
While strong product descriptions are crucial for any online business, descriptions in the apparel industry can be more complex than most. You'll need to do a lot more than simply "describe your product- you'll have to provide customers with lots of essential information.
Here are the key elements of a strong product description for the t-shirt niche.
The Product Overview
The "product overview" is the initial section of your product description that describes the basic features of the products. Usually, this section is short and sweet, around a paragraph in length. It should introduce what the product is, and highlight your brand's personality.
In this section, focus on turning features into benefits for your customers. For instance, in the description above, the description highlights the comfort offered by seamless knit shirts, as well as the fast-drying and moisture-wicking properties of 3D knits.
Ask yourself what your customers prioritize when shopping for t-shirts. Are they looking for premium materials like organic cotton, an eco-friendly design process, or a specific combination of style and comfort. In this section, you can also focus on search engine optimization, adding keywords and phrases you know your customers are looking for, to boost your search ranking potential.
Product Details
The product details dive a little deeper into the key features of your products, giving your customers more of the essential information they need to make an intelligent purchasing decision.
When you're selling custom t-shirts, make sure you educate your ideal customer with the following information in your product details:
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The basic details: This includes a basic rundown of all the key features of the piece of clothing you're selling. You might draw attention to fabric composition and weight, the style of the product you're selling (such as classic style), and central design elements.
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Key features: These are the features that really make your garment stand out. For instance, are your products made with premium materials? Have you focused on a unique art style with your pattern, or is your item eco-friendly, and sustainable?
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Care instructions: Draw attention to how easy it is to care for the product, and provide any information your customers need to ensure their garments last as long as possible. This will help to keep your customers happy, and boost brand loyalty.
You can also include other key details, such as what parts of the shirt your customer can customize (if applicable), what colors the products are available in, and who came up with your t-shirt design.
Sizing Details
Including comprehensive sizing details is critical for any t-shirt business. It helps to contribute to customer satisfaction, ensuring your customers can make the right decisions during their online shopping experience. Plus, it can reduce the number of returns you have to deal with, minimizing the upfront costs of running your business.
Start with a clear size chart, drawing attention to precise measurements for the chest, waist, and hip elements of your t-shirts. Make sure you show sizing information based on the best practices followed in different regions around the world, remember - different countries use sizing differently.
If you include a picture of a model wearing the garment on your product page, make sure you provide information on their size and height too. This will give your customers valuable context to work with, and help them to visualize themselves wearing your products.
Shipping Information
Finally, make sure your customers have as much information as possible about how much shipping is going to cost, and how long it will take them to receive their products.
In the custom t-shirt printing market, producing a piece of clothing can take a little longer, as items are made to order. If you're running a print on demand business, be transparent about how long it takes to prepare a customized t-shirt for your customers.
Next, provide an overall shipping time estimate, ensuring your customers have a clear idea of how long it will take to receive their order, based on the shipping method they choose and their destination. You can also provide an insight into where your customers are being shipped from. This will help customers in distant regions understand why certain shipments might take longer or cost more.
It's also worth drawing attention to the type of packaging that will be used for your products. As demand for sustainability continues to increase in the apparel market, detailed descriptions that explain how you're using eco-friendly packaging materials can help you to increase sales.
How to write an effective T-shirt product description
Now you know the central elements you'll need to include in a t-shirt product description, it's time to ensure your descriptions really stand out from the crowd. Here are our top tips for attracting a broad audience to your business, and boosting your conversion rates.
Know Your Audience
First, make sure you know everything there is to know about the audience you're trying to reach. Understanding what matters most to your customers when they're shopping online will help you to use the right descriptive language and keywords in your descriptions.
Start with demographic details, determining the general age, location, and income of your target audience, as well as how they typically shop for products (searching online, or through a mobile device). Next, think about your customer's core values and pain points.
Are you trying to attract an audience of eco-conscious customers that care about sustainability and slow fashion? Do your customers want to wear your t-shirts for informal or formal occasions?
Build your buyer personas using market research, and insights into your current customer base. You can usually find data about your customers using tools like Google Analytics, or the reporting features built into your ecommerce or social media platforms.
Run focus groups and ask for honest feedback from your customers about their interests and needs, and gather data from your competitors too. Your top competitors will already have plenty of information about the type of target market you want to reach.
Be Specific about the Features and Benefits
Once you understand your target market and their needs, highlight the key features and benefits of your products. Notably, it's important to go beyond simply listing your product's characteristics. Customers don't just want to know your high-quality t-shirts are made from cotton; they want to know why the material you've chosen is beneficial to them.
For instance, instead of just listing "cotton" on your cotton t-shirts, explain your product is made with high-quality eco-friendly cotton to allow for exceptional comfort and breathability.
Instead of simply saying you've created a custom product with a unique design, tell customers that this product will give them something unique to add to their wardrobe.
Engaging, descriptive language that focuses on your target audience and their needs will help customers see why they should support your online t-shirt business, rather than your competitors.
Use Storytelling Strategies
Storytelling is a powerful tool for an online t-shirt business. Sensory language and humanized content will help you to connect with customers on a deeper level. In fact, studies show that effective storytelling can boost the value of your products in your customer's minds by 2,706%.
Craft a story that tells customers about both the product, and your company. Describe your product design process - did you work with local artists to create the item. Were you inspired by something in particular?
Explain how your print on demand business works. Tell your customers how you work with cutting-edge print on demand services to create high-quality t-shirts with eco-friendly and sustainable materials. Explain the vision and values that drive your company, and tell potential buyers what kind of impact you want to have on the fashion world.
For instance, is your aim to create a successful t-shirt business by introducing unique designs, reducing carbon emissions, or helping customers access more robust, long-lasting items of clothing?
Get the Formatting Right
It's easy to overlook formatting when writing a t-shirt product description. There's a lot of information you'll need to include on each page. However, you don't want to overwhelm your customers with huge blocks of text.
Keep your paragraphs short (a couple of sentences each), to make them easy to read. Take advantage of bullet points to highlight the most important benefits of your t-shirts.
Remember, your product descriptions will also work best when they're combined with high-quality product images. Make sure there are plenty of full-color images for your customers to browse through, showing your item from every angle.
If your product pages start to look cluttered, you can also use drop-down sections to help organize everything. For instance, your sizing charts and care information might be separated into different parts of your page.
Watch Out for Jargon and Slang Words
Product descriptions can be a great way for clothing brands to set themselves apart from the crowd and connect with customers on an emotional level. Using fun and playful language can help to showcase your brand's personality, but it's important to be cautious.
Slang words can confuse some of your potential customers, particularly if you're trying to attract a broad audience of buyers. With that in mind, use clear, straightforward language you know your customers are familiar with. Check out your competitor's product descriptions and customer reviews if you're not sure what kind of language to use.
Limit technical jargon too. Some jargon can be useful, particularly if you're listing the specific names of certificates your products have earned, like OEKO-TEX. However, too much jargon can distract from the unique features of the products you're selling.
Use Icons Where Possible
Product images aren't the only visual elements that can improve the quality of your t-shirt product descriptions. Specific icons can also be extremely helpful, reducing the amount of jargon you need to include in your content.
Simple icons are particularly useful in the "care instructions" section of your product description. For instance, you can use icons to show whether your customers can bleach or tumble dry their garments.
Other icons can help customers navigate to specific parts of your product description. For instance, you might use an image of a van next to your delivery information, or icons to show if customers can save money by bundling products and buying in bulk:
Include Social Proof
Finally, one of the best ways to boost your chances of sales in the apparel industry, is to include as much "social proof" as possible on your product descriptions. Social proof can come in many forms, but the most common options to use include:
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Certificates: Insights into any certificates you've achieved for using eco-conscious materials, or reducing your carbon footprint. These certificates can play a crucial role in attracting the attention of customers who want to support more sustainable brands.
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Reviews and testimonials: Customer feedback in the form of reviews and testimonials is extremely useful to customers. Most consumers prefer to read reviews for insights into a product's fit, longevity, and design before they make a purchase.
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Expert opinions: Quotes from experts about the quality of your product can help to give credibility to your clothing company. Consider sourcing quotes from experts you can showcase on your website, and product pages.
Write Incredible T-Shirt Product Descriptions
Your product descriptions play a crucial role in ensuring you can capture the attention of customers, increase your sales, and earn the loyalty of your target audience. Fortunately, at Coolcustomize, we make it easy to craft impressive product descriptions, giving you all of the information you need to captivate and intrigue your customers.
With our help and the tips above, you'll be able to boost sales for your online t-shirt business, separate yourself from the competition, and earn the profits you deserve.
Get in touch with our team today to find out more about how we can bring your t-shirt design ideas to life!
