The Secret to Writing Product Descriptions That Actually Sell
Hey there,
Let’s be real: most product descriptions are boring. They’re either too generic (“High-quality materials! Great design!”) or too technical (“100% polyester with a 3.5mm stitch density”). Neither of these convinces people to buy.
If you want customers to add to cart instead of clicking away, your product descriptions need to do more than just describe: they need to sell.
Here’s how to write product descriptions that actually make people hit that "Buy Now" button.
1. Focus on Benefits, Not Just Features
Problem: Most descriptions list features but forget to explain why they matter.
✅ Fix it: Instead of just saying what the product is, explain why it’s useful.
❌ Boring: "Made from 100% organic cotton."
✅ Better: "Soft, breathable 100% organic cotton: perfect for all-day comfort and gentle on sensitive skin."
💡 Why it matters: Customers don’t just want to know what something is: they want to know how it makes their life better.
2. Use Simple, Conversational Language
Problem: If your description sounds robotic or overly technical, customers will zone out.
✅ Fix it: Write like you’re talking to a real person. Keep it friendly, engaging, and easy to read.
❌ Too technical: "This laptop features a 12-core processor and 16GB RAM for enhanced productivity."
✅ Better: "Work faster and multitask like a pro with lightning-speed performance and plenty of memory for all your projects."
💡 Why it matters: Nobody wants to read a manual. Keep it human, fun, and relatable.
3. Tell a Story
Problem: If your description is just a list of specs, it’s forgettable.
✅ Fix it: Put the customer in the picture: help them imagine using your product in their everyday life.
Example: "Picture this: You step out of the shower, wrap yourself in this ultra-plush towel, and instantly feel like you’re at a luxury spa. That’s the kind of softness we’re talking about."
💡 Why it matters: People don’t just buy products: they buy experiences and how something makes them feel.
4. Use Power Words and Emotion
Problem: Bland descriptions don’t create urgency or excitement.
✅ Fix it: Use words that evoke feelings and make the product sound irresistible.
"Luxurious," "effortless," "game-changing," "cozy," "powerful," "refreshing," "crisp," "handcrafted": you get the idea.
Example: ❌ Meh: "A nice-smelling candle for your home." ✅ Better: "Transform any space into a cozy retreat with the warm, inviting scent of vanilla bean and amber."
💡 Why it matters: People feel before they buy: make your descriptions create an emotional connection.
5. Make It Easy to Scan
Problem: Huge walls of text scare customers away.
✅ Fix it: Break up your description with: ✔ Bullet points for quick reading ✔ Short paragraphs (2-3 sentences max) ✔ Bold or italics to highlight key features
Example:
🛍 What Makes This Bag Special?
Lightweight and durable for all-day comfort
Fits a 15” laptop plus all your daily essentials
Water-resistant and easy to clean
Adjustable straps for a custom fit
💡 Why it matters: Customers skim before they commit: make it easy for them to see why your product is worth it.
6. Answer Common Questions Before They Ask
Problem: If customers don’t find the answers they need, they’ll hesitate to buy: or leave.
✅ Fix it: Think about what hesitations your customers might have and address them in the description.
How does it fit?
Will it work for my needs?
Is it worth the price?
Example: 🛍 Will This Sweater Fit Me?
Runs true to size. If you prefer a relaxed fit, size up!
Model is 5’8” and wearing a medium.
💡 Why it matters: If customers feel informed, they feel confident: which leads to more sales.
Time to Level Up Your Product Descriptions
If your product descriptions aren’t selling, it’s time to fix them. Start by making them more engaging, customer-focused, and easy to scan.
And if you’re not sure where to start, I can help. Let’s take a look at your product pages together and find ways to turn more visitors into buyers.
Reach out for a free consultation: I’d love to help.
Looking forward to seeing your sales grow,
Jonathan Santini
Lead Front-End Engineer & Partner at SwiftKick Web | Helping Businesses Improve Their Online Stores