how to write product descriptions that sell

Great product descriptions don't just describe — they sell. The difference between a mediocre and exceptional product description can mean 30%+ higher conversion rates.

benefits over features

Features tell, benefits sell. "500ml capacity" is a feature. "Keeps you hydrated through your entire workout" is a benefit. Always translate features into what they mean for the customer.

know your audience

A product description for busy moms sounds different than one for tech enthusiasts. Understand your buyer's pain points, desires, and language. Speak to them directly.

the structure that converts

Hook: Grab attention with a bold statement or question Problem: Acknowledge the pain point your product solves Solution: Position your product as the answer Benefits: List 3-5 key benefits Social proof: Include a review snippet or trust indicator CTA: Clear call to action

sensory language sells

Help customers imagine owning the product. Instead of "soft fabric," try "buttery-soft cotton that feels like a gentle hug." Engage the senses — how does it look, feel, sound, smell?

power words that convert

• Transform, instantly, effortless
• Premium, exclusive, limited
• Guaranteed, proven, tested
• Free, save, bonus
• Now, today, finally

scannable formatting

Most shoppers scan, not read. Use: - Bullet points for features/benefits - Short paragraphs (2-3 sentences) - Bold text for key points - Plenty of white space

seo without sacrificing quality

Include relevant keywords naturally. Put the primary keyword in the title and first paragraph. But never sacrifice readability for SEO — humans buy, not algorithms.

common mistakes

• Writing for everyone (write for your ideal customer)
• Copying manufacturer descriptions
• Focusing only on features
• Using jargon your customers don't understand
• Walls of text with no formatting
• Forgetting the CTA

test and optimize

A/B test your descriptions. Try different hooks, benefit orders, and CTAs. Small improvements across your catalog add up to significant revenue gains.

examples

Before: Blue cotton t-shirt. Machine washable. Available in S-XL.

After: Finally, a t-shirt that looks good and lasts. Our signature blue tee is crafted from premium organic cotton that gets softer with every wash. The tailored fit flatters without restricting, perfect for work-from-home comfort or weekend adventures. Machine wash worry-free — it's built to last.

Your product description is often your only salesperson. Make every word count.