The art of ecommerce product descriptions: Dos and don’ts

20 July 2023

Effective product descriptions are a crucial success factor in ecommerce. A well-crafted description can grab the attention of potential customers, highlight the unique features of a product, and persuade them to make a purchase.

However, writing engaging and persuasive product descriptions is an art that requires careful thought and consideration. In this blog post, we will walk you through the dos and don’ts of eCommerce product descriptions, helping you maximize your online store’s potential and create compelling content that sells.

Whether you’re a novice in the world of ecommerce or an experienced online seller, these tips will help you optimize your product listings and significantly boost your conversion rates.

So, grab a cup of coffee (or your drink of choice) and get ready to dive into the secrets of creating irresistible product descriptions.

Understanding the basics of ecommerce product descriptions

In the vast, ever-expanding world of ecommerce, it’s the smallest details that often make the most significant difference. One such detail is the product description. It can make or break the buying decision of a potential customer, boost or bust your SEO ranking, and create an everlasting impression of your brand.

An ecommerce product description is a marketing copy that explains what a product is and why it’s worth purchasing. The purpose of a product description is to supply customers with important information about the product’s features and benefits, convincing them it fulfills their needs.

Product descriptions play a crucial role in your online business. Not only do they help customers make informed decisions, but they also influence your search engine ranking. When crafted effectively, product descriptions can drive more traffic to your site, increase conversions, and elevate your brand.

The Dos of writing product descriptions

Now let’s dive into the dos of writing compelling copy that engages customers and drives sales.

1. Know your target audience

Before you start writing, it’s crucial to have a deep understanding of your target audience. What are their pain points? What motivates them to buy?

By knowing your customers inside out, you can tailor your product descriptions to address their specific needs and desires. Having a full grasp of your audience’s language, their interests, and what they value allows you to craft descriptions that resonate with them. Speak their language and answer their queries before they even ask.

2. Provide sufficient information

We can’t begin to tell you how many times people leave an ecommerce without buying simply because there was not enough product information. Say you want to buy a hat, but the description doesn’t specify the fabric or the care recommendations.

Customers want to know exactly what they are buying, so provide them with all the necessary information. Include dimensions, materials, care instructions, and any other relevant specifications.

The technical features of your products are super important not only in terms of guaranteeing the buyer is well-informed but also because they are an excellent opportunity to include your relevant keywords.

3. Explain the benefits

Technical features are incredibly important, but your product descriptions shouldn’t end with them.

Highlighting the benefits of your products is also essential and helps customers understand how they solve their problems or improve their lives.

Make sure to paint a picture of the positive impact your products will have on customers’ lives.

4. Highlight the unique selling points

Your product descriptions should emphasize what sets your product apart from the competition.

Identify the unique selling points and showcase them in a compelling way. Whether it’s an innovative feature, exceptional quality, or exclusive design, make it clear why your products are worth buying.

5. Use descriptive language and storytelling

We know emotions drive sales more than any other factor. Your product descriptions should be more than just a list of features and specifications. Instead, they should tell a story, evoke emotions, and connect with your target audience.

By understanding the psychology of your customers and leveraging persuasive language, you can create descriptions that captivate and convince.

Engage their senses by using descriptive and sensory language. Instead of simply saying “soft fabric,” you could say “luxuriously soft fabric that feels like a gentle caress against your skin.”

Furthermore, put your products in real-life situations and use the power of storytelling to engage with your customers on a deeper level. Paint a vivid picture of the experience they’ll have when using your product. For instance, instead of simply saying “a light fabric that keeps you cool”, you can say “every thread is a promise of relief from the heat – a light fabric for those sun-drenched afternoons when everything feels too heavy”.

6. Inspire a sense of urgency

Encourage customers to take action by creating a sense of urgency. Limited-time offers, exclusive deals, and scarcity tactics like “only 3 left in stock” can motivate customers to make a purchase sooner rather than later.

7. Include social proof

If available, incorporate customer testimonials, reviews, and ratings to build trust and credibility.

When potential customers see that others have had a positive experience with your product, they are more likely to feel confident in their decision to buy.

8. Use high-quality images and videos

Visuals play a pivotal role in product descriptions. Include high-quality images and videos to help customers visualize the product, increasing their likelihood of making a purchase.

Ensure your images offer a zoom functionality or other means for close-up viewing of the products. This aspect is particularly critical for items like jewellery, clothing, and shoes, where customers need to observe the texture, size, and other attributes as clearly and realistically as possible.

9. Apply SEO practices

When writing your product descriptions, consider search engine optimization (SEO) techniques.

Leverage keyword research to find terms your target audience is searching for. Implement these keywords in your product descriptions, meta descriptions, and title tags.

However, ensure the copy still reads naturally and adds value to your customer.

The don’ts of writing product descriptions

While there are several best practices to follow, it’s equally important to be aware of the common pitfalls to avoid when writing product descriptions.

1. Avoid jargon and technical terms

Unless your target audience consists of industry experts, avoid using jargon and technical terms that may confuse or alienate potential customers.

While it’s important to highlight product features, be mindful of using language that is accessible to a wider audience.

Simplify complex concepts and focus on explaining how the features benefit the customer in practical terms.

2. Don’t overhype

While it’s essential to highlight the benefits of your product, be careful not to overhype or make unrealistic claims.

Customers appreciate honesty and transparency, so it’s important to set realistic expectations.

3. Steer clear of lengthy paragraphs

Large blocks of text can be overwhelming and deter readers from engaging with your content.

Break up your product description into short, digestible paragraphs. Make them easy to read by using bullet points, headers, and white space effectively.

4. Avoid generic language

Avoid using generic descriptions that fail to differentiate your product from others.

Take the time to craft unique and compelling content that showcases the personality and qualities of your brand.

Stand out from the competition with descriptions that are as distinctive as your product and focus on what makes it truly special. Each product is unique, and its description should reflect that.

5. Don’t underestimate grammar

Poor grammar and spelling mistakes can diminish your credibility and make customers question the quality of your products.

Don’t let that happen and proofread your product descriptions carefully to ensure they are free from grammatical errors and typos. You can also run them through AI such as ChatGPT or Bard and ask them to proofread.

Remember that investing in quality writing will pay off in the long run.

6. Don’t focus solely on the price

While price is an essential factor for customers, focusing solely on it may create a perception of low quality.

Instead of fixating on price, highlight the value and benefits your products offer. Show customers why your product is worth its price tag.

7. Don’t forget about mobile users

With more and more customers shopping on their phones, your product descriptions need to be mobile-friendly. Ensure they are concise and the formatting works well on smaller screens.

8. Avoid keyword overstuffing

Keywords are crucial for SEO, but overstuffing your product descriptions with them can have negative effects. It can lead to poor readability and may even result in search engine penalties.


Writing persuasive product descriptions is a skill that can significantly impact your ecommerce sales.

By following the dos and avoiding the don’ts outlined in this post, you can create engaging and convincing descriptions that entice customers to purchase.

Remember to understand your audience, provide all the details, highlight the benefits, use storytelling techniques, include social proof, and optimize for SEO.

Avoid overwhelming with technical jargon, neglecting grammar and spelling, focusing solely on price, and using generic descriptions.

With these insights, you’ll be on your way to crafting compelling ecommerce product descriptions that capture the hearts and wallets of your customers!

Ecommerce product descriptions FAQ2023-10-01T12:08:26+00:00

Why are product descriptions important in ecommerce?

Product descriptions are crucial in ecommerce as they provide important information about the product’s features and benefits, helping customers make informed decisions. They also influence search engine ranking and can drive more traffic to your site, increase conversions, and elevate your brand.

How can I write effective product descriptions?

To write effective product descriptions, it’s important to know your target audience, provide sufficient information, explain the benefits, highlight unique selling points, use descriptive language and storytelling techniques, create a sense of urgency, include social proof, use high-quality images and videos, and utilize SEO practices.

How can I make my product descriptions engaging?

To make your product descriptions engaging, use descriptive and sensory language, tell a story, and connect with your target audience on an emotional level. Paint a vivid picture of the experience customers will have when using your product.

Is it necessary to include technical specifications in every product description?

Yes, including technical specifications is important as it provides customers with specific details about the product. This helps them make informed decisions and ensures they have all the necessary information before making a purchase.

How can I build trust with customers through product descriptions?

Building trust can be achieved by incorporating social proof such as customer testimonials, reviews, and ratings. When potential customers see positive feedback from others, it increases their confidence in your product and brand.

Should I focus on a specific writing style for my product descriptions?

While there is no one-size-fits-all approach, it’s important to maintain consistency in your writing style across product descriptions. This helps create a cohesive brand identity and makes it easier for customers to recognize and connect with your products.

Can I use storytelling techniques for all types of products?

Yes, storytelling techniques can be effective for various types of products. Even for products that may seem mundane, finding creative ways to engage customers through storytelling can help create a memorable experience and differentiate your product from competitors.

Should I optimize my product descriptions for search engines?

Yes, optimizing your product descriptions for search engines is important. Conduct keyword research to find terms your target audience is searching for and incorporate those keywords naturally into your descriptions, meta descriptions, and title tags.

Why are high-quality images and videos important for product descriptions?

High-quality images and videos are important for product descriptions as they help customers visualize the product. Ensure your visuals offer a zoom functionality or other means for close-up viewing, especially for items like jewelry, clothing, and shoes.

How can I make my product descriptions more persuasive?

To make your product descriptions more persuasive, focus on the benefits that customers will experience when using your product. Highlight how your product solves their problems or improves their lives. Use compelling language and storytelling techniques to create an emotional connection with your customers.

How can I ensure my product descriptions are mobile-friendly?

Make sure your product descriptions are concise and that the formatting works well on smaller screens, as more customers are shopping on mobile devices. Consider the readability and user experience on mobile when crafting your descriptions. Verify how your product descriptions appear on various devices with te Chrome extension Mobile SImulator.

What should I avoid when writing product descriptions?

Avoid using jargon and technical terms that may confuse customers. Also, avoid overhyping or making unrealistic claims, writing lengthy paragraphs, using generic language, neglecting grammar and spelling, focusing solely on price, overstuffing keywords, and ignoring mobile users.

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