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How to Write Product Descriptions That Sell: An E-commerce Guide

How to Write Product Descriptions That Sell: An E-commerce Guide

Last Updated:  
March 18, 2024

Imagine owning an online shop where people don't just scroll past your products. They stop, click, and — here’s the golden ticket — convert into customers. The secret sauce? Captivating product descriptions.

Now, let's get something straight: a product description is not just a few words you slap together. It's your virtual salesperson. When done right, it can grab attention, answer questions, overcome objections, and put that 'Add to Cart' button within striking distance.

Think quality over quantity here. Sure, you could whip out a hundred generic, uninspiring product descriptions, but what's the point if they don't lead to sales? 

A well-crafted description does more than just describe; it sells

It's the spice in your e-commerce curry that leaves people coming back for more.

So, what's in store for you? 

  • We’ll uncover the techniques that turn bland sentences into persuasive narratives. 
  • How to inject features with benefits that make buyers nod in agreement. 
  • And how to wrap it all up in a tone that resonates with your audience.

Get ready, you're about to go from overlooked to overbooked.

Breaking Down the Elements of a High-converting Product Description

According to recent studies, 85% of shoppers say product info and pictures are important to them when deciding who to buy from. So, to create a product description that turns casual browsers into loyal customers, we need to peel back the layers and examine the core elements. 

It's more than just pretty words; it's psychology, it's pacing, and yes, it's a smidgen of poetry.

  • Headline: The first line should grab attention. It’s your opening act and you want to start with a bang.
  • Features and Benefits: Sure, your gadget has a 10-hour battery life, but what does that mean for the person? Translation: You won't be hunting for an outlet every two hours.
  • Imagery: Paint a picture. Use words that help potential customers visualize using your product in their daily life.
  • Technical Specs: Important but not the star of the show. Neatly list the nitty-gritty details but don't let them overshadow the benefits.
  • Social Proof: Got five-star reviews? Parade them. Let your satisfied customers make the pitch for you.
  • CTA (Call To Action): Guide the customer. What should they do next? Make it obvious and easy.

Think of each element as a tool in your toolbox. You might not need every tool for every job, but knowing when and how to use them can make all the difference.


We’ll expand on some of these later in the article.

The Language of Your Audience

The thing about jargon is, it’s like an inside joke — if you get it, you’re in the club. If your audience is tech-savvy, phrases like '4K display' and 'USB-C compatible' will resonate. But if you’re selling handmade soap, “eco-friendly” and “all-natural ingredients” will likely hit home. 

Knowing the language of your audience makes your product feel like it was made just for them.

The Art of Persuasion

We humans are emotional creatures. We might think we're making logical decisions, but often it’s our emotions driving the cart — literally. Tap into those feelings.

Is your product a time-saver? Talk about the joy of having free time. 

Is it a luxury item? Paint a picture of elegance and exclusivity. 

Words can tickle the emotional triggers that turn a maybe into a definite yes.


So, let's summarize: 

To write product descriptions that sell, you'll need to connect, persuade, and finally, direct the course of action.

Simple, right? But as you'll find out, the simplest things often require the most thought.

Crafting the Perfect Opening Line

Your opening line is the first impression, the hand extended for a virtual handshake. It needs to pull off a small miracle: catch attention, convey value, and set the tone — all within a handful of words. 

No pressure, right?

For instance, if you're selling a high-tech blender, a bland opener like "This is a good blender" won't cut it. 

But what about "Unlock a world of culinary creativity"? Now you're talking.

Or, say you sell hiking boots. Rather than "These are durable boots," how about "Step into adventure with confidence"?

Setting the Stage with the First Sentence

The first sentence is your anchor; it grounds the reader and gives them a reason to continue. 

It should encapsulate the essence of your product while leaving enough curiosity to drive them into the heart of your description. 

Think of it as your movie trailer. It should excite, tease, but not give away the entire plot.

The Hook that Grabs Attention

Creating an attention-grabbing hook is almost an art form. 

The idea is to generate enough intrigue to keep eyes on the page. 

Here are a few tips:

  1. Be Bold: Don't shy away from making a strong statement, as long as you can back it up.
  2. Ask a Question: A question makes the reader pause and ponder, engaging them directly.
  3. Utilize Surprise: Unusual or unexpected phrasing can be an effective eye-catcher.

Remember, the hook is where you go big or go home. 

It's the marquee on your storefront, the opening riff to your favorite song. 

Make it memorable, and they'll stick around for the chorus.

Describing Features and Benefits

As you're listing out the attributes of your product, you'll notice they can be divided into two categories: features and benefits

And while you might be tempted to nerd out on the technical details, what really speaks to a buyer are the practical perks — or ones based on emotion.

It's like explaining a car to someone; they might be curious about the engine, but what they really want to know is how smooth the ride is and if it'll make their neighbors jealous.

So how do you find the balance? It's all about packaging. 

Every feature should be presented alongside its corresponding benefit. 

This isn't a solo act; it's a harmonious duet where each element complements the other.


This isn't a solo act; it's a harmonious duet where each element complements the other.

Features Tell, Benefits Sell

Features are the factual statements about your product — things like dimensions, materials, and functionalities. They tell a part of the story, sure, but they're like a comedian's setup without the punchline. 

Benefits are what complete the narrative. They're the "so what?" that answers why those features actually matter to the customer.


  • "Our laptop has a 20-hour battery life" is a feature. 
  • "Freedom to work all day without hugging a wall socket" is the benefit.

Turning Technical Specs into Buyer Advantages

Technical specs can be dry and even intimidating for non-experts. Your job? Translate that geek-speak into everyday language that sings to your potential customer.

Let's say you're selling a camera with a 50-megapixel sensor. To a photography newbie, that's just a number. But what if you said, "Capture moments down to the last detail, from the dimples in a golf ball to the sparkle in someone's eyes"? Now, you’ve turned a technical spec into an advantage they can not only understand but desire.

So remember, your product description should read less like an instruction manual and more like a letter to a friend — informing, enticing, and ultimately, convincing.

Converting features into benefits can be tricky. If you ever find yourself stuck, our ChatGPT Prompt Generator is designed to help you turn dry specs into irresistible benefits.

Using Photos, Videos, and Imagery

Alright, let’s get visual. No matter how eloquent your prose, sometimes words alone can't do justice to what you’re selling. Enter multimedia. 

We're talking about images, videos, and even interactive 360-degree views that can elevate your product descriptions to a whole new level of persuasion.

Best practices? First off, quality over quantity. Use high-res images that allow zooming. Videos should be crisp, short, and to the point. Avoid auto-play — it’s annoying. And above all, ensure these elements are seamlessly integrated into the text, enriching rather than distracting.

A Picture Speaks a Thousand Words

Images serve as the visual confirmation of what you're claiming in text. Selling an ergonomic chair? Show it from multiple angles and zoom in on the lumbar support. Images can also demonstrate scale or offer a sense of context. 

After all, showing is always more powerful than telling.

Video Killed the Radio Star — and Boosted Conversions

While photos are great, videos are the tour de force of online selling. They offer a dynamic look at the product, can demonstrate its use, and can even incorporate testimonials for that added layer of social proof. 

According to studies, video can increase conversions by up to 80%. Not too shabby for something that could be as simple as a 30-second clip.


When used wisely, multimedia elements can breathe life into your product descriptions and make the path to that 'Add to Cart' button a visual treat.

Implementing SEO Without Losing Authenticity

SEO and product descriptions are like a classic rom-com couple; they might seem at odds at first but, deep down, they're perfect for each other. The trick is in finding a balance — making sure your descriptions are optimized for search engines, without turning them into a robotic, keyword-stuffed mess. After all, you're writing for humans first, algorithms second. You don't want to sacrifice readability for the sake of SEO. 

Your content should flow naturally, all while subtly including those keywords and phrases that give you a leg up in search rankings. Looking for a way to integrate keywords naturally? The ChatGPT Prompt Generator can help you find that sweet spot between readability and SEO.

Luckily, SEO best practices have evolved to value quality content, so when you prioritize the reader, you’re usually also giving Google what it wants.

The Role of Keywords

Keywords aren't just SEO baubles to be randomly sprinkled into your text. Their placement should be deliberate and organic. Include them in your headline, a subheading, and a few times throughout the body text where they naturally fit. 

Overdoing it could lead to penalties from search engines, not to mention turn off potential customers.

Meta Descriptions and Alt Text

These might seem like the side characters in your SEO drama, but they play a crucial role. 

A compelling meta description can increase the click-through rate from the search engine results page, while 'alt text' for images can improve accessibility and offer additional opportunities for keyword placement.

Think of these as the garnish on your SEO cocktail. They might not be the main ingredient, but they add that extra kick, making everything come together in a blend of visibility and authenticity.

Proofreading and A/B Testing: The Finishing Touches

Imagine serving a five-star meal and then forgetting the utensils. Don't make a similar faux pas with your product descriptions. The last steps of proofreading and A/B testing are just as critical as the enticing opener or the killer headline

They refine and validate your hard work, ensuring it's free of errors and optimized for maximum impact.

Don’t Skimp on the Proofreading

Typos, grammatical errors, and unclear phrasing can seriously undermine credibility. 

Your product might be the best, but poor language can make it look like it came from the bottom of the barrel. Always triple-check for errors and consider getting a second set of eyes to review your text.

The Power of Data-Driven Decisions

Once your polished description is live, don't just walk away. Employ A/B testing to pit different versions against each other and see which one converts better. 

This isn't about guessing; it's about using data to confirm what resonates with your audience. Are more people clicking "Add to Cart" when you use "luxurious" instead of "high-quality"? 

Well, then you've just gained a valuable insight to apply across the board. So go ahead and layer in those finishing touches — they're the final seasonings that take your product descriptions from "pretty good" to "absolutely irresistible."

When You Consider the Art and Science Behind Crafting Product Descriptions

Crafting a compelling product description is a unique blend of art and science. The art comes in when you're painting vivid images with your words, engaging emotions, and telling a captivating story. 

The science takes over when you're methodically choosing keywords, analyzing data, and making calculated updates based on A/B testing results.

One without the other is like a song with no melody or lyrics—it just won't hit the mark.

So, as you go on your journey to write your next product description, consider this a dance between your creative intuition and empirical data. Leverage both to create something genuinely compelling. 

You'll find that this dynamic interplay doesn't just make your descriptions more engaging; it can significantly elevate your e-commerce performance.

Now that you're armed with these insights, don't just stash them in your mental toolkit. Implement them. The true proof is in the results — higher click-through rates, more conversions, and a more vibrant online store.

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