How to Write Product Descriptions That Actually Sell

If your product pages are just a list of specs and sizes, you’re missing a big chance to connect with your customers—and close the sale. A good product description doesn’t just tell someone what the product is. It helps them imagine using it. It answers their unspoken questions. And most importantly, it convinces them to click “Add to Cart.”

Here’s how to write product descriptions that do more than describe—they sell.

1. Focus on Benefits, Not Just Features

Yes, people want to know what a product is. But they’re buying it because of what it does for them.

Instead of this:

Made from 100% cotton, 300-thread count

Try this:

Soft, breathable cotton that keeps you cool all night long

Ask yourself: how does this feature make life better, easier, more comfortable, more fun? Write that.

2. Use Natural, Conversational Language

Don’t write like a catalog from 1998. Imagine you’re talking to a friend who’s curious about the product. Keep it clear, casual, and human.

Too stiff:

The XYZ Blender features a 750-watt motor and stainless steel blades.

Better:

Need a smoothie in 30 seconds flat? This blender’s powerful motor and sharp blades make it happen.

You can still include specs, but wrap them in real-world context.

3. Anticipate Questions and Objections

If a shopper’s unsure, they’ll hesitate. If they hesitate, they bounce. Use your product description to remove doubt.

Think about what someone might be wondering:

• Will this fit me?
• Is it easy to clean?
• Will it work with my device?
• Can I return it if I don’t like it?

Answer those questions before they have to ask.

4. Include Social Proof or Real-Life Use Cases

Customer reviews are powerful. But you can also use quotes or summarize feedback in the description itself.

“Our customers love how this tote holds everything without feeling bulky. Perfect for work, travel, or last-minute grocery runs.”

Even better? Use a quick use-case:

Throw it in the car for weekend trips or pack it with your gym gear.

People want to see themselves using the product. Help them do that.

5. Don’t Overdo the Keywords

Yes, SEO matters. You want your products to show up in search. But stuffing your descriptions with awkward keywords makes them unreadable.

Write naturally. Use variations of your main keyword where it fits. Think like your customer—not a search engine.

6. Make It Easy to Scan

Most people don’t read every word. Break up your copy with:

• Short paragraphs
• Bullet points
• Headings
• Bold or italic text to highlight key phrases

This isn’t just about looks—it helps people find what they’re looking for faster.

A Quick Template to Try

Here’s a simple structure you can follow for most products:

1. Hook: One-line benefit or attention-grabber
2. Overview paragraph: What it is, who it’s for, why it matters
3. Features list: Bullet points with short explanations
4. Use case or story: How it fits into real life
5. Care info / sizing / shipping notes: Answer practical questions

Final Thought

The best product descriptions don’t feel like sales pitches. They feel like helpful conversations. You’re not just selling stuff—you’re helping people make confident buying decisions.

So next time you add a product to your store, ask yourself: “Would I be excited to buy this after reading this?”

If not, take a few extra minutes. A good description can make the difference between a window shopper and a paying customer.

Need help writing descriptions for your store? Drop us a message—we’d love to help.