How to Write Product Descriptions That Sell

Most product descriptions are boring. They list features no one asked for, use jargon no one understands, and fail to answer the questions customers actually have.

Great product descriptions do more than describe—they sell. They build desire, overcome objections, and guide customers toward confident purchase decisions.

Why Product Descriptions Matter

They Replace Salespeople

In a physical store, customers can ask questions. Online, your product description must anticipate and answer those questions.

They Differentiate From Competitors

If you sell the same products as others, your descriptions are one of the few ways to stand out. Generic manufacturer copy doesn’t do this.

They Build Trust

Thorough, honest descriptions signal that you know your products and can be trusted. Thin descriptions raise questions about legitimacy.

They Affect SEO

Unique, detailed descriptions help product pages rank for relevant search terms. Duplicate manufacturer copy provides no SEO value.

The Core Principles

Lead With Benefits, Support With Features

Features: What the product has/does Benefits: What the features mean for the buyer

Example:

Feature: “600ml double-wall vacuum insulation”
Benefit: “Keeps your coffee hot for 8 hours—no more lukewarm disappointment”

Features tell. Benefits sell. Always connect features to real-world user benefits.

Know Your Customer

Who is buying this product? What do they care about? What are their concerns?

Write to that person. Generic descriptions written for “everyone” connect with no one.

Before: “This backpack has multiple compartments for organization.”

After: “Never dig through your bag again. The dedicated laptop sleeve, quick-access phone pocket, and organized admin panel mean everything has its place.”

Answer Questions Before They’re Asked

What would a customer ask a salesperson?

Is it true to size?
How heavy is it?
Will it work with my other equipment?
How difficult is assembly?
What’s it made of?

Address these proactively in your description.

Be Specific

Vague claims are forgettable and unpersuasive. Specifics are believable and memorable.

Weak: “Very durable construction” Strong: “Built with 1000D Cordura nylon that’s survived 3 years of daily commuting”

Weak: “Improves performance” Strong: “Our customers report 12% faster completion times on average”

Use Sensory Language

Help customers imagine the experience:

Before: “Soft leather” After: “Buttery soft Italian leather that develops a rich patina over time”

Before: “Comfortable fit” After: “Slides on like your favorite broken-in jeans—comfortable from day one”

Product Description Structure

The Opening Hook (1-2 sentences)

Grab attention and establish relevance. Answer: “Why should I care?”

Examples:

“Tired of earbuds that fall out during workouts?”
“The last chef’s knife you’ll ever need to buy.”
“Finally, a travel pillow that actually works on long flights.”

The Key Benefits (3-5 bullet points)

Scannable list of the most important benefits:

Hot coffee, all day — Vacuum insulation keeps drinks hot 8+ hours
Fits anywhere — Slim profile slides into any bag or cup holder
Built to last — Durable stainless steel with lifetime warranty
Easy to clean — Wide mouth fits your hand for scrubbing

The Detailed Description (2-4 paragraphs)

Expand on key points, address use cases, and tell the product’s story:

Who is this for?
When/where would you use it?
What makes it better than alternatives?
How was it designed/made?
What’s included?

Technical Specifications

For products where specs matter:

Specification	Details
Dimensions	9” H x 3” D
Weight	12 oz
Material	18/8 Stainless Steel
Capacity	600ml
Insulation	Double-wall vacuum

Star rating and review count
Customer quotes
“X,000 sold” or “Bestseller” badges
Expert reviews or awards

Writing Techniques

Use Power Words

Words that evoke emotion and action:

Urgency: Now, instant, fast, quick, deadline Exclusivity: Limited, rare, members-only, exclusive Trust: Guaranteed, proven, certified, official Value: Free, bonus, save, discount, investment Quality: Premium, luxury, handcrafted, authentic Ease: Simple, easy, effortless, painless

Create Mental Movies

Help customers visualize using the product:

“Picture this: You’re settling into your window seat on an overnight flight. You slip on your pillow, press play on your downloaded shows, and wake up refreshed—not with a stiff neck and regret.”

Address Objections

What might stop someone from buying?

“Too expensive” → Explain value, longevity, cost-per-use
“Might not fit” → Provide detailed sizing guidance
“Not sure I need it” → Clarify use cases and benefits
“Worried about quality” → Highlight materials, warranty, reviews

“Join 50,000+ home cooks who’ve upgraded their morning coffee” “The #1 recommended bag by travel bloggers three years running”

Include a Story

Origin, design process, or founder story can create connection:

“We designed this bag after years of flying 100,000+ miles annually. We knew exactly what worked (quick-access pockets) and what didn’t (bags that don’t fit under seats). The result is the bag we wished existed.”

Category-Specific Tips

Fashion/Apparel

Fit guidance (true to size, runs small, relaxed fit)
Fabric feel and care
Occasion suggestions (casual, work, formal)
Styling ideas
Model’s size for reference

Electronics

Compatibility (works with…)
Setup difficulty
Technical specs in accessible language
What’s included in box
Battery life/power requirements

Home & Furniture

Dimensions (include clearance for doors)
Assembly requirements
Materials and care
Room/style suggestions
Weight capacity

Food & Consumables

Taste profile
Ingredients/allergens
Serving suggestions
Quantity/portions
Freshness/shelf life

Beauty & Skincare

Skin type suitability
Ingredients and benefits
How to use
When to expect results
Fragrance description

SEO Considerations

Include Keywords Naturally

Target relevant search terms without sacrificing readability.

Keywords might include:

Product type + attribute: “wireless noise-canceling headphones”
Problem + solution: “headphones for working from home”
Comparison terms: “AirPods alternative”

Write Unique Descriptions

Don’t copy manufacturer descriptions—they’re used by every competitor and provide no SEO value.

Use Structured Data

Product schema markup helps search engines understand:

Product name
Price
Availability
Reviews
Images

This can result in rich snippets in search results.

Common Mistakes to Avoid

Being Boring

“This shirt is made of cotton and comes in multiple colors.”

No emotion, no benefit, no reason to buy from you.

Feature Dumping

Listing every specification without explaining why they matter. Users don’t care about “600ml double-wall vacuum insulation” until you tell them it means hot coffee all day.

Using Jargon

Unless your audience expects technical language, avoid industry jargon. “16-ply thread count” means nothing to most people.

Making Unbelievable Claims

“The best [product] in the world” or “Guaranteed to change your life” sounds like hype. Specific, believable claims convert better than superlatives.

Ignoring Mobile Readers

Most users are on mobile. Keep paragraphs short, use bullet points, make key information scannable.

Forgetting the CTA

End with clear direction: “Add to cart,” “Select your size,” “Order today for delivery by Friday.”

Testing Product Description Changes

What to Test

Description length (detailed vs. concise)
Benefit focus vs. feature focus
Tone (playful vs. professional)
Structure (bullets vs. paragraphs)
Including specific objection handling
Adding social proof elements

How to Test

Product descriptions directly affect:

Add-to-cart rate
Conversion rate
Return rate (long-term, accurate descriptions reduce returns)

A/B test on high-traffic products, then apply learnings across catalog.

Product Description Checklist

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