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How To Write Good Product Descriptions For An Ecommerce Website

An ecommerce website's product descriptions are as crucial as the product's quality itself, and it is often getting product descriptions and other product data together that is the single biggest task in developing an ecommerce website. Along with product photos, a good product description can make the difference between a sale and a bounce, so it is important to write them well.

But how do you write good product descriptions for an ecommerce website? Here are some steps and tips to help you craft compelling and effective product descriptions that sell.

Know your target audience

Before you start writing, you need to know who you are writing for. Your target audience is the group of people who are most likely to be interested in and buy your products. You need to understand their needs, wants, problems, goals, preferences, and motivations, so you can tailor your product descriptions to appeal to them.

To know your target audience, you can do some market research, such as surveys, interviews, focus groups, or online analytics. You can also create buyer personas, which are fictional representations of your ideal customers, based on their demographic, psychographic, and behavioural characteristics.

Knowing your target audience will help you to:

  • Choose the right tone, style, and language for your product descriptions. For example, if your target audience is young and trendy, you can use a casual and playful tone, slang words, and emojis. If your target audience is professional and sophisticated, you can use a formal and elegant tone, technical terms, and proper grammar.

  • Highlight the most relevant and appealing features and benefits of your products. For example, if your target audience is environmentally conscious, you can emphasize the sustainability and eco-friendliness of your products. If your target audience is budget-conscious, you can emphasize the affordability and value for money of your products.

  • Address the pain points and objections of your potential customers. For example, if your target audience is concerned about the quality and durability of your products, you can provide testimonials, reviews, ratings, or guarantees to reassure them. If your target audience is hesitant about the delivery and return policies of your ecommerce website, you can provide clear and flexible options to encourage them.

Write a catchy headline

The headline is the first thing that your potential customers will see when they land on your product page. It is the title of your product description, and it should capture the attention and interest of your target audience. A catchy headline can entice your potential customers to read more and learn more about your product.

To write a catchy headline, you can use some of these techniques:

  • Use descriptive and specific keywords that match what your potential customers are searching for. For example, instead of writing “Women’s Shoes”, you can write “Women’s Vegan Leather Ankle Boots”.

  • Use emotional and sensory words that appeal to your potential customers’ feelings and imagination. For example, instead of writing “Chocolate Cake”, you can write “Decadent Dark Chocolate Cake with Salted Caramel Icing”.

  • Use numbers and statistics that convey the value and credibility of your product. For example, instead of writing “Best Laptop for Gaming”, you can write “The Ultimate Gaming Laptop with 16GB RAM and 4K Display”.

  • Use questions and challenges that provoke curiosity and engagement from your potential customers. For example, instead of writing “How to Lose Weight Fast”, you can write “Can You Lose 10 Pounds in 10 Days with This Simple Trick?”.

Write a clear and concise introduction

The introduction is the first paragraph of your product description, and it should provide a brief overview of what your product is, what it does, and why it is worth buying. The introduction should hook your potential customers and make them want to read more and learn more about your product.

To write a clear and concise introduction, you can use some of these techniques:

  • Use a problem-solution approach, where you state the problem that your potential customers have and how your product can solve it. For example, “Are you tired of wasting time and money on ineffective skincare products? Try our natural and organic serum that hydrates, brightens, and smooths your skin in just 10 days.”

  • Use a benefit-driven approach, where you state the main benefit or value proposition of your product and how it can improve your potential customers’ lives. For example, “Discover the ultimate comfort and style with our premium cotton t-shirts. They are soft, breathable, and durable, and come in a variety of colours and sizes to suit your taste and personality.”

  • Use a story-telling approach, where you tell a story that relates to your product and connects with your potential customers’ emotions and experiences. For example, “When I was a kid, I loved playing with Lego bricks. They sparked my creativity and imagination and helped me develop my problem-solving skills. That’s why I created Brickster, a subscription box that delivers a new Lego set to your door every month.”

Write a detailed and scannable body

The body is the main part of your product description, and it should provide more details and information about your product’s features, benefits, specifications, and use cases. The body should convince your potential customers that your product is the best solution for their needs and wants, and that they should buy it from you.

To write a detailed and scannable body, you can use some of these techniques:

  • Use bullet points, short paragraphs, and white space to make your product description easy to read and scan. Avoid long and dense blocks of text that can overwhelm or bore your potential customers.

  • Use features and benefits statements, where you explain what your product does and how it helps your potential customers. For example, “Our wireless headphones feature noise-cancelling technology that blocks out unwanted sounds and lets you enjoy your music in peace. This means you can focus on your work, relax on your commute, or escape from the stress of everyday life.”

  • Use comparisons and contrasts, where you show how your product is different from or better than your competitors’ products. For example, “Unlike other smartwatches that have limited battery life and functionality, our smartwatch has a long-lasting battery that can last up to a week on a single charge, and a versatile design that can track your fitness, monitor your health, and sync with your smartphone.”

  • Use social proof, where you provide evidence that your product is popular and trusted by other customers. For example, you can use testimonials, reviews, ratings, awards, certifications, or endorsements to show that your product has positive feedback and recognition. A survey of 2000 UK adults by Smart Money People showed “Consumers are more likely to trust product reviews from other customers (84%), than industry experts (67%), professional reviewers (48%), and companies or brands (41%)”.

  • Use simple, clear language to describe your product. Avoid technical jargon and buzzwords that may confuse potential customers. Keep it simple, even if you're describing complex or technical products. For example, instead of “Our laptop is equipped with an 8-core hyper-threaded CPU architecture", write it simply: "Our laptop features a powerful processor for fast and smooth multitasking."

Write a strong and clear call to action

The call to action is the last part of your product description, and it should prompt your potential customers to take the next step and buy your product. The call to action should be a clear and visible button or link that tells your potential customers what to do and why to do it.

To write a strong and clear call to action, you can use some of these techniques:

  • Use imperative verbs, such as “Buy”, “Order”, “Add to Cart”, “Shop Now”, or “Get Yours Today”, that convey a sense of urgency and action. Avoid passive or vague verbs, such as “Learn More”, “See Details”, or “Continue”, that do not motivate your potential customers to buy.

  • Use incentives, such as discounts, free shipping, free gifts, or limited-time offers, that create a sense of scarcity and value. For example, “Buy now and get 50% off your second item”, “Order today and get free delivery on all orders over £50”, or “Shop now and get a free ebook with your purchase”.

  • Use guarantees, such as money-back guarantee, free returns, or satisfaction guarantee, that reduce the risk and uncertainty of buying online. For example, “Buy with confidence and enjoy our 30-day money-back guarantee”, “Order now and get free returns within 14 days”, or “Shop with us and get 100% satisfaction guarantee or your money back”.

Optimise for SEO

Incorporate relevant keywords into your product descriptions to improve your website's search engine visibility. Use software tools like Google Keyword Planner, Ahrefs, or SEMRush to identify the keywords that your potential customers search for and carefully integrate them into your content without overloading or compromising readability.

For example:

"Our stainless steel, waterproof swimming goggles provide an anti-fog coating and a comfortable fit, ensuring a clear vision for your underwater adventures."

Proofread and edit your product description

The final step of writing a good product description is to proofread and edit it. You want to make sure that your product description is free of errors, inconsistencies, or inaccuracies that can damage your credibility and reputation. You also want to make sure that your product description is clear, concise, and compelling, and that it matches your brand voice and tone.

To proofread and edit your product description, you can use some of these techniques:

  • Use spelling and grammar checkers, such as GrammarlyHemingway, or ProWritingAid, that can help you identify and correct any mistakes or issues in your product description. However, do not rely solely on these tools, as they may not catch all the errors or nuances of your product description.

  • Use readability checkers, such as Readable that uses measures like Flesch-Kincaid and the Gunning Fog index, that can help you measure and improve the readability and clarity of your product description. These tools can give you scores and suggestions based on factors such as word length, sentence length, paragraph length, and vocabulary.

  • Use feedback and testing, such as surveys, polls, reviews, or A/B testing, that can help you evaluate and improve the effectiveness and appeal of your product description. You can ask your target audience, your existing customers, or your peers for their opinions and suggestions on your product description and use their feedback to make changes or improvements.


Writing good product descriptions for an ecommerce website is not an easy task, but it is a worthwhile one. A good product description can help you get customers to your site through SEO and then convert them by clearly explaining the benefits and features with a strong call to action.

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