15 August 2023

The Dos and Don’ts of Writing Product Descriptions that Sell


A compelling product description is a powerful tool in persuading potential customers to make a purchase. When done right, it can entice, inform, and create an emotional connection with your audience, ultimately leading to increased sales. In this article, we’ll explore the dos and don’ts of writing product descriptions that sell, helping you maximize the impact of your online store and boost conversions.

The Dos:

  1. Do Highlight Unique Selling Points: Clearly communicate the key features and benefits that set your product apart from the competition. Showcase what makes it unique and why customers should choose it over other options.
  2. Do Know Your Target Audience: Tailor your product descriptions to resonate with your specific target audience. Understand their needs, preferences, and pain points to address them effectively in your copy.
  3. Do Use Descriptive Language: Paint a vivid picture of your product using descriptive language. Use adjectives and sensory words that help customers envision the experience of owning and using the product.
  4. Do Focus on Benefits, Not Just Features: While features are important, emphasize the benefits customers will experience by using the product. Explain how it will solve their problems or enhance their lives.
  5. Do Keep it Clear and Concise: Avoid lengthy paragraphs and unnecessary jargon. Keep your product descriptions clear, concise, and easy to read. Use bullet points to highlight key information.
  6. Do Include Social Proof: Incorporate customer reviews, ratings, and testimonials to build trust and credibility. Social proof reinforces the value and quality of your product.
  7. Do Use a Strong Call-to-Action (CTA): Encourage immediate action with a compelling CTA. Use action-oriented phrases like “Buy Now,” “Get Yours Today,” or “Limited Stock – Order Now.”

The Don’ts:

  1. Don’t Use Generic Descriptions: Avoid using generic, boilerplate descriptions. Customize each product description to highlight its uniqueness and relevance to your audience.
  2. Don’t Overhype or Mislead: Be honest and transparent in your product descriptions. Avoid exaggerating claims or promising unrealistic results. Misleading information can lead to disappointed customers and returns.
  3. Don’t Neglect SEO: Incorporate relevant keywords in your product descriptions to improve search engine visibility. However, avoid keyword stuffing, as it can negatively impact the readability of your copy.
  4. Don’t Ignore Formatting: Organize your product descriptions with proper formatting. Use headings, subheadings, and bullet points to make the content scannable and easy to digest.
  5. Don’t Forget to Proofread: Spelling and grammatical errors can undermine your credibility and professionalism. Proofread your product descriptions thoroughly before publishing.
  6. Don’t Use Technical Jargon Unnecessarily: While some industries may require technical terms, ensure you provide explanations or definitions for non-experts. Make your descriptions accessible to a broader audience.
  7. Don’t Neglect Mobile-Friendly Content: With the increasing use of mobile devices for online shopping, ensure your product descriptions are optimized for mobile viewing. Use shorter paragraphs and larger fonts for better readability.

In conclusion, well-crafted product descriptions can make a significant difference in driving sales and building brand trust. By following the dos and avoiding the don’ts of writing product descriptions, you can create persuasive, informative, and engaging content that compels customers to choose your products over the competition. Keep testing and refining your product descriptions based on customer feedback and analytics to continuously improve your sales performance.