How to Write Product Descriptions That Sell

Writing great product descriptions is one of the most overlooked parts of running an ecommerce store. But the truth is, clear and compelling descriptions are essential if you want to increase conversions and reduce customer hesitation. A product description does more than explain what something is—it tells a story, builds trust, and helps the shopper imagine the item in their life. In this guide, we’ll walk through simple strategies you can use to write better product descriptions for your store, even if you’re not a copywriter.

Start with Your Ideal Customer

Before you write a single sentence, ask yourself who you are writing for. The tone, details, and focus of your description should match your customer’s priorities.

For example:

If you sell to busy parents, highlight ease of use or time-saving benefits.
If you’re marketing to hobbyists, emphasize technical details or materials.

Knowing your audience helps you choose the right language, structure, and emotional appeal.

Lead with Benefits, Then List Features

Shoppers don’t just want to know what your product is—they want to know what it will do for them.

Start with benefits: Briefly describe how your product will improve the customer’s life.

Then list features:

Dimensions
Materials
Functionality
Care instructions
Compatibility

Make the content easy to skim using bullet points or short paragraphs.

Use Clear, Specific Language

Avoid vague phrases like “high quality” or “great design.” Instead, describe what makes the product unique.

For example: Say “solid walnut handle with a matte finish” instead of “premium build.”

Use sensory words when appropriate to help the shopper imagine the texture, weight, or experience of using the product.

Write Like a Human, Not a Sales Robot

Your copy should sound like a helpful recommendation, not a pitch.

Tips:

Use natural language
Keep sentences short
Avoid jargon or industry terms unless your customers expect them

This is especially important for new or niche products where trust plays a big role in purchasing decisions.

Make It Scannable

Online shoppers rarely read every word.

Improve readability by:

Using headings and subheadings
Breaking content into short sections
Adding bullet points and line breaks
Keeping paragraphs to 2–3 sentences

This format helps users quickly find what they need and keeps them engaged.

Include Keywords for SEO

Product descriptions are a valuable place for search-friendly phrases. Think about what your customer would type into Google.

Example: Use “leather crossbody bag with adjustable strap” instead of “stylish handbag.”

Tips:

Include keywords naturally in product names, headlines, and body text
Avoid keyword stuffing
Focus on clarity first, optimization second

Add Social Proof or Trust Signals

Boost credibility by including:

Customer reviews or testimonials
Star ratings
Guarantees (“100% satisfaction guaranteed”)
Security badges or shipping promises

Even a short quote or visual star rating can build trust quickly.

Use a Template or Formula

To maintain consistency across your store, consider using a standard format.

Example Structure:

Short benefit-focused introduction (1–2 sentences)
Key features in a bullet list
Additional details (usage, care, sizing, shipping)
Optional closing: quote, guarantee, or urgency line

This format makes it easier to write faster and scale across multiple products.

Test and Refine Over Time

Use data and customer feedback to improve your product descriptions.

Start by monitoring:

Page views
Conversion rate
Add-to-cart behavior
Bounce rate

If performance is low, test new headlines, bullet lists, or benefit statements. Over time, small improvements can drive better results.

Conclusion

Writing product descriptions that sell isn’t about being clever—it’s about being clear, helpful, and focused on what your customer cares about. By highlighting benefits, using natural language, and making your content scannable, you can create product pages that inform and persuade.

For more help improving your store’s performance, check out How to In