How to Write Product Descriptions That Sell
In a world where online shoppers can’t physically touch or test your products, your product descriptions play a starring role in turning browsers into buyers. Yet so many e-commerce brands treat them like an afterthought, stuffing in specs, copying from manufacturers, or worse, leaving them blank altogether.
Here’s the truth: a well-crafted product description can be the difference between a sale and a bounce.
Let’s break down exactly how to write product descriptions that don’t just describe what they sell.
Step 1: Know Your Buyer
Before you write a single word, ask: Who is buying this, and why?
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What are their pain points?
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What outcome are they looking for?
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What objections might they have?
Tailor the tone and content to the audience. Selling to tech-savvy professionals? Keep it clear and precise. Marketing to trendy teens? Make it punchy and fun.
Step 2: Focus on Benefits, Not Just Features
Features describe the product. Benefits explain why they matter to the customer.
Feature: “Made from breathable bamboo fabric.”
Benefit: “Stay cool and sweat-free all day, even during summer heatwaves.”
Rule of thumb: Turn every feature into a benefit by asking, “So what?”
Step 3: Use Descriptive, Sensory Language
Words can spark imagination. Make your reader see, feel, taste, or hear what using your product is like.
Examples:
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“Sink into the buttery-soft texture of our premium leather sofa.”
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“A crisp, refreshing scent that lingers long after your morning shower.”
Descriptive language adds emotion, which is what drives most buying decisions.
Step 4: Incorporate SEO Naturally
Use keywords your customers are likely to search, but avoid keyword stuffing.
For example:
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Instead of: “This backpack is a travel backpack with backpack features for travelers.”
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Try: “This durable travel backpack keeps your essentials organized and accessible—perfect for weekend getaways or daily commutes.”
Bonus tip: Use keyword tools like Ubersuggest, Ahrefs, or Google Keyword Planner to find terms worth targeting.
✅ Step 5: Include Social Proof & Details That Build Trust
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Mention if the product is best-seller or award-winning.
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Include reviews or ratings if available.
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Highlight key trust signals: eco-friendly, made in the USA, dermatologist-tested, etc.
Example:
“Loved by over 10,000 happy customers, this serum is clinically proven to reduce fine lines in just 30 days.”
Step 6: Make It Scannable
Online shoppers skim. Use formatting to help them absorb info quickly.
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Use bullet points for features/specs
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Keep paragraphs short
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Bold key benefits
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Use headers if the description is long
Step 7: End with a Clear Call to Action (CTA) How to Write Product Descriptions That Sell
Don’t leave your shopper hanging.
Examples:
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“Add to cart now and experience all-day comfort.”
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“Order today and get free shipping on your first purchase.”
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“Only a few left in stock—grab yours before they’re gone!”
Real-World Example: Before & After
Before:
“This 16oz stainless steel travel mug features double-wall insulation and a snap-fit lid.”
After:
“Keep your coffee hot for hours with our sleek 16oz stainless steel travel mug. With double-wall insulation and a secure snap-fit lid, it’s your perfect morning companion—whether you’re commuting, camping, or conquering your inbox.”
Final Thoughts on How to Write Product Descriptions That Sell
Product descriptions are more than text—they’re your digital salesperson. By writing with intention, emotion, and clarity, you can turn interest into action and help your products shine in a crowded marketplace.
