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The way we describe plants needs to change
For decades, plant descriptions have focused almost entirely on botanical information.
Height. Width. Flower colour. Sun requirements. Water needs. While this information is important, it is rarely what convinces someone to buy.
Whether you're a wholesale nursery supplying retailers or a garden centre selling directly to consumers, product descriptions should do far more than identify a plant. They should help customers understand why they want it, where it fits into their lifestyle and what problem it solves.
Consumers don't simply buy plants.
They buy privacy, colour, shade, wildlife, fresh herbs, low maintenance gardens, better outdoor spaces, and a home they can be proud of.
The businesses that communicate these benefits most effectively are often the ones that achieve stronger engagement, higher conversion rates and increased sales.
Plants Are Purchased Emotionally Before They Are Justified Logically
Research consistently shows that purchasing decisions are driven primarily by emotion before being supported with facts. Consumers are naturally drawn to products that solve problems, improve their lives or help them achieve a desired outcome.
Plants are no different. Yet many plant listings still begin with technical information that means very little to the average buyer. Compare these two descriptions:
Traditional description
Lomandra longifolia. Evergreen native grass growing to 70 centimetres. Tolerates drought. Full sun to part shade.
Benefit focused description
Create a tidy, low maintenance garden with one of Australia's toughest native plants. Perfect for borders, driveways and difficult areas, Lomandra provides year round structure while thriving in heat, drought and a wide range of soil conditions.
Both descriptions are accurate. Only one helps the customer picture the plant in their own garden.
Every Product Description Should Answer Five Questions
Before publishing any plant description, ask whether it answers the questions every customer is subconsciously asking.
What problem does this plant solve?
Does it provide privacy?
Does it attract birds and pollinators?
Is it suitable for difficult locations?
Does it reduce maintenance?
Where should I use it?
Help customers visualise the plant.
Instead of simply saying "ideal for gardens", be specific.
Suitable for:
• Front gardens
• Courtyards
• Pots
• Balconies
• Native landscapes
• Coastal gardens
• Screening
• Underplanting trees
The more specific you are, the easier the buying decision becomes
Why is this plant different?
Many nurseries stock hundreds or even thousands of varieties.
Help customers understand why they should choose this one instead of another.
Highlight features such as:
• Longer flowering period
• Compact growth
• Better drought tolerance
• Improved disease resistance
• Fragrant flowers
• Attractive foliage year round
• Australian native
• Pollinator friendly
Unique selling points create perceived value.
How difficult is it to grow?
Many customers worry about killing plants. Simple reassurance can dramatically increase confidence.
Phrases like these reduce uncertainty:
"Easy care."
"Ideal for beginners."
"Thrives with minimal attention."
"Suitable for busy households."
Removing fear often helps create a sale.
What will the garden look like?
Paint a picture. Instead of describing only the plant, describe the finished result. Customers should be able to imagine the outcome.
For example:
"Create a colourful cottage garden that flowers for months."
"Transform a bare fence into a lush green screen."
"Add year round colour to your patio with minimal maintenance."
People buy the finished garden, not simply the plant.
Write for Your Customer, Not for Other Horticulturists
As an industry, we naturally enjoy botanical names and technical language. Most consumers do not.
That doesn't mean removing botanical information. It means presenting it after the customer understands why they should care.
A good structure might include:
Plant name
Short benefit driven introduction
Key features
Growing conditions
Care requirements
Mature size
Botanical name
This approach keeps both experienced gardeners and beginners engaged.
Wholesale Nurseries Can Benefit Too
Effective product descriptions aren't only valuable for retail businesses.
Wholesale nurseries increasingly supply online retailers, landscape suppliers and independent garden centres that rely on accurate, engaging product information.
Providing high quality descriptions helps your customers market your plants more effectively.
It also creates consistency across multiple retail channels, reduces questions from buyers and strengthens the perceived value of your products.
The easier you make it for retailers to sell your plants, the more valuable you become as a supplier.
Don't Forget Search Engines
Product descriptions also play an important role in helping customers discover your plants online. Search engines reward unique, useful content.
Avoid copying descriptions from suppliers or using the same wording across hundreds of products.
Instead, naturally include terms customers are likely to search for, such as:
• Fast growing screening plant
• Low maintenance native shrub
• Drought tolerant flowering plant
• Indoor plant for low light
• Best plants for pots
Well written descriptions improve both customer experience and online visibility.
Small Improvements Can Deliver Big Results
Improving product descriptions is one of the simplest marketing upgrades a nursery can make.
It requires no additional growing space. No new machinery. No extra stock.
Simply changing the way plants are presented can help customers understand their value more quickly and make purchasing decisions with greater confidence.
The next time you update your website, online store or plant labels, ask yourself one simple question.
Does this description tell customers what the plant is, or does it explain why they should buy it?
The answer could have a greater impact on sales than many businesses realise.