How To Write Epic Product Descriptions That Sells

In this article, we will provide you with tips on how to write epic product descriptions for your eCommerce business.

One of the most high-return, low-investment enhancements an eCommerce manager can do is optimizing product descriptions.

How so?

They’re a vital component of your possible customer’s decision-making journey. 87 percent of consumers consider product content to be very significant when making purchase decisions.

That is to say, if your product descriptions aren’t optimized, you’re simply wasting money. While working with phrases will help you refine your product descriptions, you don’t need to be a great copywriter (or marketer) to return your investment.

Effective product descriptions are about recognizing who you’re communicating to and why they should care, which is more than just delivering the perfect short pitch.

What is a Product Description?

A product description is a piece of information that tells a customer about the product’s features and benefits. The product description’s role is to offer the buyer relevant information to make them want to purchase a product right away.

You must understand how to create persuasive content for your products in order to perfect product description writing. You must also respond to any questions a customer may have, including:

  • Which exactly is the problem that your product is designed to solve?

  • What exactly will I get by using your product?

  • Which differentiates your products from the competition?

These questions must be answered in a clear and concise manner in your short overview.

What is the purpose of an eCommerce product description?

Let’s start by eliminating the notion that the primary goal of an eCommerce product description is to describe the product. Given the title, it’s understandable that most people believe this. Your product descriptions, on the other hand, aren’t just for describing whatever is on your Shopify or eCommerce site; they’re also for:

Qualify: They assist website users with swiftly determining whether or not something is appropriate for them.

Convince: They give customers solid reasons to consider the product.

Surface: To ensure that the page displays in the search engine or Amazon rankings, they use organic SEO keywords and search queries.

Product descriptions are identical to those written by in-store retail associates that work for your online store 24 hours a day, seven days a week. They can make or break conversions for prospective buyers, very much like live retail associates.

Moreover, as online retail associates, your product descriptions might have a comparable influence. They’ll attract visitors to your products and enhance sales if they execute their job successfully. They’ll upset guests, turn them away, and decrease sales if they don’t do their job well.

Let’s look at how to build epic product descriptions that result in conversions.

Tips on How to Write Epic Product Descriptions

Know your audience

Defining your target market is the first process of writing product descriptions. You’ll want to be able to determine which characteristics are most appealing to potential customers.

Knowing your buyer persona, which is a summary of the qualities of your potential buyers, is the first step. Your buyer persona will assist you in determining which features your buyers will find most important.

Define and enhance your tone

After you’ve determined WHO you’ll be interacting with, the following stage is to choose HOW you’ll communicate with them. Are you speaking with them as if you’re in the same boardroom? Or as though you’d just gotten together for a couple of beers?

A product description can communicate with your visitor in a number of ways, much as a retail assistant might communicate with you in a store (for better or worse).

Your tone and voice could be edgy and amusing. Alternatively, you may be more reserved and sophisticated. You may also be warm and pleasant, like your best buddy that you call when you need a boost. However, this is just a small sample. There are as many choices as there are brands whenever it comes to voice and tone.

Prioritize solutions above features

Your target market is more intrigued by what they can accomplish with your product than by the product itself. They’re curious about how purchasing your stuff makes them feel better.

It’s something that your product descriptions may assist them to notice. And framing product features and important details as must-buy perks is a simple way to do so. Consider the following examples:

  • Encourage prospects by praising them on their aspirations.

  • Assist customers in visualizing what they can accomplish with your goods.

  • Assist prospects in imagining they already own the product.

  • Use sensory language to describe how the customers would feel when they use the product; use all 5 senses (sight, sound, taste, touch, smell)

Optimize your product descriptions

Keywords are the search terms that customers use to find the goods they’re looking for, and they’re the first step in the optimization process. You can easily determine which keywords are suitable for your business with some keyword research.

Meanwhile, using a service like a Plugin SEO on your shop to optimize your product description is the simplest way to go. Keywords that are related to your product should be used. If you’re selling bags, for example, use phrases like “tote bags” or “Cannes monogram bags” to be specific.

Provide all important details

Ensure that buyers get all of the necessary information before making a purchase. Care instructions and size charts, for one, can help buyers before and after they buy if you’re dropshipping garments. Meanwhile, keep in mind to disclose all of the specifications if you’re selling tablets. Also make sure to also include information like “nickel-free” if you’re offering dropshipped jewelry, as some customers are allergic to certain metals.

Make it easy to scan

People have limited attention spans and only read roughly 16% of what is written on a page. As a result, your product description must be able to effectively capture the coveted 16 percent.

This can be accomplished by making your descriptions extremely scannable. In other words, the customer may find just the info he or she needs without wasting so much time browsing through other data.

To keep your product descriptions easy to scan, use bullet points, short paragraphs with only a few phrases each, plenty of white space, and different text size.

Just this like this Adidas’ product description:

Complete a final edit checklist

The next stage is to go over a few checklists to ensure you have all of the significant portions in place and haven’t become careless with the details, such as grammar and SEO.

Check to see if:

  • Have you chosen a title that is both catchy and informative?

  • Did you succeed in making the customer fall in love with your good or service?

  • Have you mentioned any of your product’s unexpected or uncommon features?

  • Did you use terminology that your target prospect will recognize while remaining loyal to your brand’s tone?

  • Have you used headings, bullets, icons, video clips, or another approach to making your descriptions skimmable?

  • Have you used a free tool like Grammarly to verify correct grammar?

These are just some considerations you must double-check when finalizing your product descriptions.

Sample Product Descriptions


Sperry is an excellent example of how successfully the basic concept may be applied. Their product page style combines engaging paragraph-long descriptions that attract their followers with short bullet-points on important specifications for shoppers who are merely skimming the page.

Beats By Dre

Don’t be hesitant to dig into the weeds with your product description if you have a highly technical product. Prove your brand’s knowledge in the sector to your customers by giving them all the information they need before they even ask. Just like Beats By Dre.

How To Write Epic Product Descriptions | Conclusion

These tips on how to write epic product descriptions are based on consumer studies and have been shown to help boost sales. The key idea is that your product descriptions should focus on why your product will benefit your customer’s life. Rather than pushing your product so much. And if you can persuade your customers to believe that, you will boost your sales.

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