How to write product descriptions that sell

How many of us do most of our shopping online now? Well, experts reckon that by 2027, 23% of all retail purchases will take place online — that’s rather a lot!

Whether you sell candles, chocolates, or power tools, eCommerce is one of the best ways to grow your business — but you also need to make sure the right people see your products. While you might be incredibly passionate about your items, customers can often take a little persuading. And that’s where crafting an engaging product description can do a lot of the heavy lifting.

But where do you start with eCommerce content writing? We’re here to provide some tips on writing clear and concise product descriptions that reflect your brand, reach your intended audience, and show them that what you have to offer is exactly what they’re looking for.

Why do written product descriptions matter?

No matter what you sell, if you work in eCommerce, it’s worth spending a bit of time on your product descriptions. 

While photos do a lot of the work in enticing visitors to buy, written product descriptions offer important details and gentle encouragement to click that ‘add to basket’ button. 

They also provide the chance to weave in SEO keywords to drive traffic to your website. The more people see your products, the more likely they are to buy.

How to write product descriptions

In our time as professional copywriters, we’ve been lucky enough to write for an array of eCommerce websites, covering everything from luxury skincare and designer handbags to wooden cladding. 

While all of these require a different approach to showcase the client’s unique voice, there are a few things we’ve noticed can be applied to any product or category. 

After all, the goal remains the same — to show potential customers what makes your products special and why they should choose you over any competitors. 

How many words should a product description be?

This is a little bit of a Goldilocks answer… Not too long, not too short. You want to provide all the information your customer needs, spark a bit of excitement, and make sure they just can’t click away!

Equally, you need to capture your reader’s attention quickly. They don’t want to be scrolling through thousands of words.

Around 300-400 words is a good ballpark word count for a product description, but you can always adapt depending on your product or category.  

What should a product description include?

Getting a good balance of information in a relatively short description can seem a bit of a challenge to begin with. But if you aim to include the following points, you’ll be well on your way to boosting sales.

1. Product benefits

To show the reader that your product brings value, be it a set of lawnmower blades or a lipstick, you want to focus on benefits over features. It can be tempting to simply list facts about an item — ‘made from stainless steel’, or ‘formulated with shea butter’, for example. But what do these features mean for the buyer? Think about the effect each one has. 

For example:

• Stainless steel lawnmower blades are durable and rust-resistant, making them a long-lasting choice so you don’t need to worry about replacing them every few months.
  

• A lipstick with shea butter can help lock in moisture, for lips that feel soft and hydrated.

Notice the difference? You’re not just reeling off facts. You’re delivering value.

2. Relatability

Your product descriptions also need to be written with your target audience in mind. Are you writing for retirees who love fishing or spiritual Gen-Z-ers with an interest in tarot? 

By all means, there may be some crossovers… but chances are the benefits you need to discuss will differ. Make sure the copy you create is something your readers can relate to.Ultimately, you want to help them visualise how your product can easily become a part of their lifestyle.

3. Search engine optimisation (SEO) keywords

A beautifully crafted product description that enchants your reader is one thing. But how will they find it? 

Intertwining your description with key search terms will help optimise your copy so your website climbs its way to the top of the search engine results pages. The higher you rank, the more traffic will come your way. Hop over to our guide to SEO keywords for advice on finding the best terms and how to incorporate them seamlessly into your web copy. 

4. Key product details

This might sound obvious, but once you get bogged down with tone of voice, benefits, and all the other points discussed here, it’s easy for the basics to get overlooked!

And when you’re shopping online, there are some important bits of info you need to know. From the size of a dress to the material of a shelf, when vital details are missing, it can be frustrating for potential buyers. 

5. A clear structure

Product descriptions work best when they’re clear and easy to read. Your visitor might be comparing your product with competitors’, skimming the information to help make their choice. 

Using nicely separated paragraphs and bullet points, jargon-free language, and active voice all lead to more accessible eCommerce copy and information that readers can digest easily.

6. Substantiated claims

You love your products and are proud of them — and that’s fantastic. Letting that passion show through your descriptions is a wonderful way to engage readers. 

However, if you want to use superlatives to highlight that your items are ‘the best’ or ‘number one in the UK’, you need to be able to back them up. This helps build trust with the reader. 

Anyone can claim that their vacuum cleaner is the greatest, but following it up with an award you’ve won or stats from market research can solidify your claim and show your customers that you don’t throw these words around willy-nilly. 

Likewise, if you want to mention that your product is easy to use, explain how — does it come apart easily for stress-free cleaning? Do you just need to push a button for it to work? Adding these details will help set your products apart from the competition.

7. Your brand’s tone of voice (TOV)

With so many businesses selling items online (and with many using AI tools to generate fairly generic copy), it’s important to get your product descriptions to stand out. Making sure your copy reflects your brand’s tone of voice can give it a unique flair and help you connect more with your intended audience. 

After writing a draft of your product description, have a read through and see if it sounds like you. 

And if you’re wondering where to start with developing your brand’s individual tone of voice, take a look at our guides. We’ve put together some information on why tone of voice is so important, how to find your brand’s TOV, and how to stay true to your TOV while balancing it with SEO.

Need a hand from an eCommerce copywriter?

We recognise that there are lots of puzzle pieces that come together to write engaging and persuasive product descriptions, and hope these pointers have provided a bit of direction. 

If you need support in creating eCommerce copy for your website, whether it’s a handful of category descriptions or a complete catalogue of new products, we’re happy to help. 

Please take a look at our copywriting services and pricing to learn more, and feel free to get in touch to have a chat.