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How to Write Effective Product Descriptions That Drives Sales

A person purchasing a product online

Product descriptions are marketing copies explaining a product and the worth of buying it as well as feeding customers with necessary information about important features of the product to compel customers to buy it.

A strong product description has a bit of creativity behind it will make your product page more compelling. In addition, a product description should answer these three prime concerns your potential customer has about your product:

  • The problems your product solves.

  • What customers gain from buying your product.

  • Things that make it better than the surrounding competition.

Focus on your ideal buyer

When it comes to writing a product description, you should put yourself by imagining your ideal buyer as well as figuring out what limits and boundaries need to be established.

In order to have a conversation online that resonates with your ideal buyer, it would be good practice to think about how you would converse with your ideal buyer if you were selling the product in person, and reflect that language into your online business.

Good product descriptions address the target audience personally and use the pronoun “you” to answer their questions.

What’s In It For Me?

Drumming up the excitement to get potential buyers interested in your product or service can be difficult.

More often than not, they’re not interested in ordinary aspects of the products and need to know how it will benefit them while also solving any quandaries that they have.

Writing an effective productive description will need you to pinpoint the advantages of the features surrounding your product.

You should focus on selling an experience that is unique to your customers and that also satisfies their needs.

Avoid Vague Phrases

Having vague words or phrases in your product description turns your potential buyers away from your product. In order to avoid this, include as many technical details in your product descriptions as possible.

Prove You’re the Best

A way to wow your potential customers is by using superlatives that give clear proof as to why your product is the best or the best suited in its category.

Imagination is the Best Tool

Selling products online vs selling them in person are two vastly different experiences. For one, your potential customers won’t be able to hold your products.

Having videos or images can aid in demonstrating the product, but there’s only so much you can do. But, allowing your reader to imagine what it would be like to own your product can be effective in convincing your potential customer to want your product even more.

Include Mini-stories

Having anecdotes can help potential customers forget that they’re being sold a product. If you want to tell a story within your product description, consider the following:

  • Who made the product?

  • What was the inspiration behind the product?

  • What obstacles did you need to overcome while making the product?

  • How was the product tested?

Sensory words

Using the right adjectives can help your potential customer experience your product as they read your product description if you want to wow readers with excellent product descriptions, use vivid adjectives and paint strong imagery and sensors in your reader’s mind.

Social proof

Shoppers gravitate to a product that has been deemed credible by other consumers with many positive reviews and testimonials. Having an image of a customer can add credibility to a testimonial as well as make you come across as more approachable and relatable.

Easily Readable

Making your description easier to read and answering all your customer’s questions makes it all the more appealing to your potential customers. Here are some notable things to keep in mind:

  • Enticing headlines.

  • Scannable bullet points.

  • Have plenty of white space.

  • Larger font size to easily accessible.

Goals, Goals, and Goals

Product descriptions' main goal is to compel a customer into making a description. However, you need to find a way to see if your descriptions are working or not.

In order to do that, you should decide on a set of metrics to keep track of; having defined metrics can help you understand what’s working and what needs to be improved. Here are some common KPIs that can be monitored:

  • Conversion rate

  • Cart abandonment

  • Return rate

  • Support inquiries


Having a strong, compelling product description that displays creativity and passion will always be obvious to your potential customers. Remembering these tips can help you create effective product descriptions.

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