Writing product descriptions that sell
Good product descriptions answer questions, reduce returns and help search. Here is a practical structure for describing products clearly.
- Published
- Reading time
- 2 min read
Key takeaways
- Write for a specific customer and the problem the product solves.
- Combine benefits with precise specifications.
- Write original descriptions instead of copying the manufacturer's text.
In an online store, the product description replaces the shop assistant. It needs to explain what the product is, why it's worth buying and whether it's right for this customer.
Know who you're writing for
Picture the typical buyer: their situation, what they care about and what they worry about. A description for a first-time buyer differs from one for an expert replacing a part.
A practical structure
1. Opening line: what the product is and the main benefit, in one or two sentences.
2. Key benefits: three to five points explaining what the product does for the customer, each supported by a feature. "Stays cool on long runs, thanks to a breathable mesh upper" connects benefit and feature.
3. Details and specifications: dimensions, materials, weight, compatibility, capacity, care instructions and what's included. Use a consistent format across the catalogue so customers can compare.
4. Use and fit: who it's for, how to use it, sizing advice and what it isn't suitable for. Honesty reduces returns.
Answer the common questions
Look at customer questions, reviews and return reasons. If people often ask whether a product fits a certain model, or return items because of size, answer that in the description.
Be specific
Replace vague words like "high quality" or "premium" with facts: the material, the thickness, the warranty, where it's made. Specific details are more persuasive and more useful.
Write original text
Manufacturer descriptions appear on many sites. Original descriptions help your pages stand out to customers and to search engines, and let you use your brand voice.
Make it scannable
Use short paragraphs, bullet points and clear headings for specifications. Many shoppers scan on phones.
Match the brand voice
A playful brand can be playful in descriptions; a technical brand should be precise. Consistency across the catalogue builds trust.
Review and improve
Watch which products have high views but low add-to-cart rates, and improve their descriptions and photos first.
Our content and copywriting team writes product descriptions at scale, and our e-commerce development team builds the templates that present them.
Frequently asked questions
How long should a product description be?
Long enough to answer the questions a customer would ask in a shop. Simple products need a few lines; technical or expensive products need more.
Can AI write our product descriptions?
It can help draft them, but check every fact, add real details and edit for your brand voice. Inaccurate descriptions cause returns and complaints.
