How to Write Winning Product Descriptions That Drive Sales

Murali Gottumukkala
Co-founder, COO
June 17, 2023

Looking to boost your eCommerce sales?

Want to make your products more appealing to customers? Wondering how to craft compelling product descriptions?

The answer is right here!

You need to master the art of writing product descriptions that not only accurately represent your products but also drive sales.

But before you start crafting those catchy descriptions, wouldn’t you like to understand why a well-written product description is more effective than a simple list of features?

You’re definitely intrigued, aren’t you?

So, let’s dive in and learn everything about writing product descriptions that can significantly drive your sales.

Are you ready to boost your eCommerce game?

What is a Product Description?

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A product description, simply put, is a detailed explanation of what a product is and why it’s worth purchasing.

It provides potential buyers with essential information about the product’s features, benefits, and uses.

But it’s not just a dry list of facts.

A great product description tells a story, evoking emotions and painting a picture of how the product can enhance the buyer’s life.

Why are Product Descriptions Important?

Product descriptions are crucial for several reasons.

Firstly, they inform the customer about the product, explaining what it is, how it works, and why it’s beneficial. This information is vital for customers to make informed purchasing decisions.

Secondly, product descriptions play a significant role in influencing purchasing decisions. They can persuade potential buyers, addressing their needs and desires, and convincing them that the product is worth buying.

Lastly, product descriptions are essential for SEO. Well-written descriptions containing relevant keywords can help your product pages rank higher in search engine results, making it easier for potential customers to find your products.

What are the Benefits of Good Product Descriptions?

Good product descriptions offer numerous benefits. They:

  1. Boost Sales: By persuasively conveying the benefits of a product, they can convince potential customers to make a purchase.
  2. Reduce Returns: By accurately describing a product, they can help customers understand exactly what they’re buying, reducing the likelihood of returns.
  3. Improve SEO: By including relevant keywords, they can improve your search engine rankings, increasing visibility and driving more traffic to your site.
  4. Enhance Customer Experience: By providing valuable information in an engaging way, they can improve the overall shopping experience, increasing customer satisfaction and loyalty.

Read More: 50 Must-Have Features for Your E-Commerce Website

Role of Product Descriptions in Sales

Product descriptions play a pivotal role in sales. They’re like your online salesperson, working 24/7 to sell your products.

A well-written product description can answer a potential customer’s questions, address their concerns, and persuade them to hit that ‘Add to Cart’ button.

According to a study conducted by eMarketer, the significance of ecommerce product page elements was examined in relation to online shoppers.

Remarkably, over 80% of the participants acknowledged the influential role of product descriptions in shaping their purchase decisions.

How to Write a Product Description that Sells

1. Understanding Your Audience

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Now that we understand the importance of product descriptions, let’s talk about your audience. After all, to write a compelling product description, you need to know who you’re writing for.

Identifying Your Ideal Buyer

Who is your ideal buyer? What are their needs, wants, and preferences? Identifying your ideal buyer is the first step in writing a product description that resonates with them.

You might be selling the best product in the world, but if you’re not speaking your buyer’s language, you’re not going to make a sale. So, take the time to understand your ideal buyer. It’s worth it!

Understanding Buyer Motivations and Barriers

Once you’ve identified your ideal buyer, it’s time to understand their motivations and barriers. What drives them to buy? What holds them back?

Understanding these factors can help you write a product description that not only describes your product but also addresses your buyer’s motivations and overcomes their barriers.

Remember, a product description is more than a description. It’s a conversation with your buyer. And the more you understand your buyer, the better your conversation (and your sales) will be!

Read More: How to Optimize Product Category Pages on Your Ecommerce Website

2. Crafting the Product Description

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Crafting a product description is like painting a picture with words. It’s about more than just stating facts.

It’s about creating a narrative that engages, persuades, and ultimately, sells. Here’s how to do it:

Highlighting the Benefits, Not Just Features

When writing a product description, it’s easy to get caught up in the features of the product.

But remember, customers aren’t just buying a product; they’re buying a solution to a problem or a means to achieve a goal.

So, don’t just list the features of your product. Explain how these features benefit the customer.

For example, if you’re selling a waterproof watch, don’t just say it’s waterproof. Explain that the customer can wear it while swimming or washing dishes without worrying about damaging it.

Using Storytelling to Engage the Reader

Storytelling is a powerful tool in product descriptions. It helps to engage the reader, evoke emotions, and create a memorable impression.

Try to weave a story around your product. Who is it for? How will it make their life better? What problem does it solve?

A story can make your product more relatable and appealing, making the customer more likely to buy.

Using Sensory Words for a Rich Description

Sensory words are descriptive words that appeal to our senses. They can make your product description more vivid and engaging, helping the reader to imagine what it would be like to use the product.

For example, instead of saying a blanket is soft, say it’s “luxuriously soft,” “buttery,” or “plush.” These words paint a more vivid picture in the reader’s mind.

Using Power Words and Superlatives Effectively

Power words are persuasive words that trigger an emotional response. They can make your product description more compelling and persuasive.

Words like “unleash,” “transform,” and “discover” can add a sense of excitement and possibility to your product.

Similarly, superlatives like “best,” “biggest,” or “most advanced” can add a sense of superiority and exclusivity.

But use them sparingly and honestly. If every product is the “best,” none of them are.

Making the Description Scannable and Easy to Read

Online readers tend to scan content rather than read it word for word. So, make your product description easy to scan.

Use short sentences and paragraphs, bullet points, subheadings, and bold text to highlight key information.

Remember, a good product description isn’t just informative. It’s engaging, persuasive, and easy to read. It’s a conversation with your customer, and like any good conversation, it should be interesting, relevant, and sincere.

Read More: E-commerce Functionality Checklist: Your Guide to Building a High-Performing Online Store

3. Leveraging Social Proof

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Social proof is a powerful psychological phenomenon where people conform to the actions of others, assuming they’re the correct behavior.

In e-commerce, social proof can significantly influence purchasing decisions. Here’s how to leverage it in your product descriptions:

Incorporating Reviews and Testimonials

Reviews and testimonials provide real-life experiences from customers who have used your product. They can be incredibly persuasive, providing reassurance and trust.

Consider incorporating positive reviews and testimonials into your product descriptions. They can be a powerful endorsement of the quality and value of your product.

Showcasing Social Media Mentions

Social media mentions can also serve as social proof. If your product has been praised or featured on social media, especially by influencers or celebrities, be sure to highlight this in your product description.

4. Optimizing the Product Description

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A great product description isn’t just persuasive; it’s also optimized for search engines. Here’s how to do it:

SEO Best Practices for Product Descriptions

To optimize your product descriptions for search engines, use relevant keywords in your text. However, avoid keyword stuffing. The keywords should fit naturally into your content.

Also, use unique descriptions for each product. Duplicate content can harm your SEO.

Using High-Quality Images and Multimedia

Images and multimedia can greatly enhance your product descriptions.

High-quality images can give customers a better understanding of your product, while videos or 3D models can provide a more immersive experience.


Crafting compelling product descriptions is both an art and a science. It requires creativity to engage and persuade, and strategic thinking to optimize for search engines and leverage social proof.

Recap of Key Points

To recap, a great product description highlights the benefits, not just features, uses storytelling and sensory words, is scannable and easy to read, leverages social proof, and is optimized for search engines.

Encouragement for Continuous Improvement and Testing

Remember, writing product descriptions is a continuous process. Always be open to testing and improving.

Experiment with different approaches, monitor the results, and refine your strategy based on what works best.

With patience, creativity, and strategic thinking, you can craft product descriptions that not only describe your products but also sell them. Happy writing!

I hope this article has been helpful. Let me know if you have any other questions or need further clarification!


1. What is an SEO friendly description?

An SEO-friendly description is a concise summary of a webpage’s content that includes relevant keywords. It’s designed to be easily understood by search engines and users, helping to improve the page’s visibility and click-through rate in search engine results.

2. How do I make my product description more engaging?

To make your product description more engaging, you can:

  • Focus on the benefits, not just features
  • Use storytelling to create a connection with the reader
  • Include sensory words for vivid descriptions
  • Incorporate power words and superlatives for persuasion
  • Make the description scannable and easy to read
  • Leverage social proof with testimonials and social media mentions

3. What should I avoid in a product description?

Avoid these pitfalls when writing a product description:

  • Providing lengthy and complex information
  • Focusing only on features, not the benefits to the customer
  • Using clichés and generic phrases
  • Overusing superlatives or being dishonest
  • Ignoring SEO best practices
  • Having duplicate or bland content
  • Forgetting to incorporate social proof and multimedia elements

Neglecting to test and continuously improve the description based on feedback and performance data

4. What are the 4cs of marketing?

The 4Cs of marketing are a modern, customer-oriented marketing model that replaces the traditional 4Ps (Product, Price, Place, Promotion). The 4Cs are:

  1. Customer Needs and Wants (replaces Product): Focus on what the customer needs and desires instead of what the product does.
  2. Cost (replaces Price): Consider all costs the customer might incur to satisfy their need, including non-monetary costs like time and effort.
  3. Convenience (replaces Place): Make it easy for the customer to purchase and use the product, considering all channels and touchpoints.
  4. Communication (replaces Promotion): Engage in two-way communication with customers, listening to their feedback and building relationships.

Try it out now!

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