Picture this: You have a customer on your web page, searching for the ideal products that suit his or her needs. The one last thing remaining is to convince the client to click that “add to cart” button. 

But how are you going to persuade him/ her to click that button?  You convince him with an effective product description. A product description is a marketing copy that briefly describes what a product is and the reasons for buying it. 

When it comes to conversion, knowing how to write product descriptions is a critical aspect because your online business depends on it. 

Though product descriptions hold substantial power, it can be mind-boggling to write a good product copy, particularly if you are dealing with a long list of products on your product web. 

We have done a lot of digging and have come up with 5 simple to follow tips for product description writing that will enable you to build awesome product copy that converts. But first off let’s see why you need a product description

The Importance of an Excellent Product Description

Why would you bother writing a product description? Apart from explaining what the product is, a product description also:

  • Helps your site visitors to decide whether a product is suitable for them
  • Convinces or persuades customers to consider purchasing the product by giving them compelling reasons for doing so. 
  • Exceptional product descriptions are optimized for SEO. So, when customers search for a product, your page pops up in Amazon or search engines.

How to Write Epic Product Description that Converts

Determine Who is Your Ideal Customer

Everybody is not your suitable customer. It’s crucial to remember this adage when writing your product descriptions. If you attempt to sell to everybody, you won’t sell to anyone. 

Focus on speaking directly to your target customer and leave others alone. That’s the way it is. After all, there’s something for everyone. 

After knowing who your ideal customers are, understand the problems they are facing, and how your products can help them rise above these challenges. 

To define who your ideal prospect is, ask yourself the questions below:

  • What will the primary prospects’ objections be during their purchase decision?
  • What are the primary prospects’ initial goals during their buying decision?
  • Who will gain more from these products?
  • What challenges can this item solve?
  • What expectations can this product satisfy if you own it?
  • Why should the prospects choose me over other fierce competitors?
  • What phrases or words do customers use when discussing the product?
  • How does this product function?
  • What are the basic details of this product?
  • Where would somebody use this product?

Answering these questions helps to build ideal buyer personas.

What is the age of the people who will find this product more appealing? Is it teens, pensioners, children, or the elderly?

When writing product descriptions, write as if you are speaking to your buyer personas, and as if you can see the sound more human.

For a natural deodorant product, for example, here’s how you could respond to the questions above:

What are the prospects’ initial goals during their buying decision? To get rid of deodorant which contains loads of chemicals.

Who will gain more from these products? Ladies and gentlemen ( women and men) who love natural products. 

What challenges can this item solve? Keep them from stinking for 24 hrs.

What expectations can this product satisfy if you own it? Making them feel clean while protecting the environment.

Why should the prospects choose me over other fierce competitors? The product is genuine and contains no artificial chemicals.

What phrases or words do customers use when discussing the product? “Natural”, “chemical-free”, “all-day freshness”

How does this product function? The product is specially formulated to help you stay cool with natural, efficient ingredients. It neutralizes odors and prevents bacteria from settling on your skin, keeping you smelling fresh and tidy all day long.

What are the basic details of this product? Say it contains ingredients with antibacterial properties such as tea tree oil and coconut oil. Also, it has essential oils such as bergamot or sandalwood, and lavender to give you a pleasant fragrance. And to fight moisture, say the product has naturally absorbent ingredients such as cornstarch, baking soda, or arrowroot.  

Where would somebody use this product? Anywhere you tend to sweat a lot, such as armpits, behind the knees, or inner thighs. 

If you follow these steps you’ll churn out a killer product description just like the one below from Schmidt’s

Use Persuasive Language

After knowing who your buyer personas are, come up with an effective way of addressing them. 

Persuasive words can convert into huge sales according to Frank Luntz. These words can entice readers to take drastic actions. 

The following words are particularly persuasive: 

  • Remarkable
  •  Announcing
  •  Introducing 
  • Amazing
  •  Sensational
  •  Simple 
  • Miracle
  •  Magic
  •  Quick
  •  Hurry
  • Mind-blowing etc

.We should also be truthful and transparent in how we word product descriptions.  But certainly, being honest does not imply emphasizing the product’s flaws, but rather highlighting its strengths to motivate and convince the reader. 

Below is a perfect example of the usage of persuasive language used to describe overpriced shoes from Nasty gal.

Your target audience is more interested in what they can accomplish with your product than in the product itself. They’re curious about how purchasing your item will solve their problems.

 They do not care so much about the mundane details of the product. You can point this out in your product descriptions by framing product features and relevant details as must-buy advantages. So,

Encourage potential customers by praising their goals.  Help them visualize what they can accomplish with your product. Assist prospects in imagining they already own the product.

Use great sensory language to describe how the prospect will feel after using the product. Put into play the five senses: smell, touch, sight, sound,  and taste.

Before selling the solution, bring out the problem.  In other words, turn the mice into rats if you need to sell large mouse traps ( make the problem appear bigger than it is.)

Consider Welly for example. They have done an exceptional job of persuading visitors with their bandage kits by emphasizing the challenge (tricky hand wounds) and how their item solves related needs ( their extra-long bandages that do not fall off your hands)

Make Your Product Description Easily Scannable

Make your product copy easy to scan as only 16 percent read everything word-by-word. Seventy-nine percent just scan any new pages.

Ensure that buyers can find the exact information they need without digging through other pages of data. In your product copy, include:

  • Bullet points
  • Short words
  • Short paragraphs
  • Loads of whitespaces
  • Different font sizes

Writing in this manner saves your prospect’s time and improves customer experience. 

Optimize Your Product copy for the search engines

You can write a killer product description, but if you do not optimize it for the search engines, all your hard work will bear no fruit. 

Search engine optimization is one of the easiest and the most effective ways of drawing both old and new customers to your website. It is also an excellent way of persuading prospects to buy your products. 

Optimization begins with keywords. Keywords are the search words that most buyers use to discover the products they are shopping for. You’ll need keyword tools to help you find out which keywords are ideal for your Shopify shop. 

Use Great Photos/ Images

Even if you’re an expert at writing product descriptions, you’ll need high-quality photographs to accompany them.


Because images are a great part of purchasing decisions and are also excellent for SEO. Also,  product picture according to most consumers is more valuable than the explanation or even good or bad reviews.As a result, the picture itself contains a vital feature of the product definition

The consumer will be able to see all of your product’s main features if you use high-quality images. They will also encourage the customer to envision herself using this product.

Vitamix, a company that sells professional blenders, for example, uses high-quality photographs and videos to help close sales.

Apart from informing you about the blender’s capacity, they have shown you a magnificent photo of the blender full of healthy foods and a persuasive video about the motor.

They have managed to make the consumers envision themselves having this blender at home by showing what it is capable of doing.., 

So, Is There a Well Known Product Description Template?

Unfortunately, there is no such thing as a one-size-fits-all approach to writing a product description.

You’ll have to come up with your product description template based on what you are selling, and your buyer personas. Answer the questions we discussed hereinabove and you’ll craft a killer product description. 

Closing Thoughts 

Writing an epic product description does not have to be a long drawn-out affair. Follow the steps we have discussed in this blog post and you’ll write a product description that converts. 

Remember to highlight more about how your product will help the buyer personas than the product features. Because customers want to know how your item is going to help them solve the problems they are facing.  


Percy is fulltime editor working for ConvertRank.com