How to Write Product Descriptions That Sell

With so many ecommerce websites out there, all selling similar products, how do you ensure that your catalogue stands apart? How do you ensure that people buy a product from your online store, and not from your competitor’s website? The solution is to write product descriptions that sell.

The significance of writing accurate and compelling product descriptions is evident from an e-commerce study conducted by NNgroup. It was found by them that nearly 20% users did not make a purchase because of unclear and incomplete product information.

This is how they explained it:

Leaving shoppers’ questions unanswered can derail a sale or even worse, make shoppers abandon not just the purchase, but the site as well. One shopper in a recent study could not find the information he needed in the product description, so he left the site to search Google for more product information.

In the course of his search, he found another site with the same product, a more complete description, and a lower price.

Here are five unique ways to understand what it takes to write product descriptions that sell.

SEO benefits, and keywords

There are plenty of articles containing information on how to effectively use SEO in web pages. But how do we apply them to product pages on our online store? How do you write content for product pages that will make sure that you are found on search engines.

Choosing the right keywords is a very important while writing product description for your page. The keywords should show up naturally in a copy, and should not be forced in. Customers must be able to find the products on Google. Along with the title, a good description can give your SEO efforts a great boost.

Make sure you refrain from keyword stuffing at any cost. It makes the write-up seem weak and will certainly repel the customers who come online searching for their product. Keyword stuffing can even affect your page rankings in search results.

Be careful about the words you choose

Product descriptions must be crisp, clear and to-the-point. There are certain words that we might use in our routine day-to-day conversation. However, we cannot use them while writing product pages. These are:

• Words like ‘honestly’, ‘literally’, and ‘actually’ sounds very informal and is used only when you have nothing significant to say.

• Don’t tell a customer to ‘go get it’. Instead suggest that they buy the product.

• Do not use words like ‘splash,’ ‘treat’ and ‘expensive’.

• Words like ‘amazing’ and ‘stunning’ are too commonly used on social media. It doesn’t impress the intelligent buyers anymore!

• Words like ‘just’, ‘nice’, very, kind of, maybe, and sorry must be avoided.

Understand buyer’s psychology and eliminate buyer’s guilt.

Understanding the mindset of your target customers is very critical in ensuring that they buy the product after reading your product description. Almost all buyers suffer from buyer’s guilt even before they have bought the product. It is even more if they are buying it for themselves. Try and sound reassuring when you write product descriptions.

If you are able to use words wisely, and get rid of their guilt, you can manage to make a sale and even get them to return to make another buy!

Do the following things in order to eradicate buyer’s guilt:
• Let them know that this is an absolute bargain and a one-time only offer.

• Make the product seem exclusive.

• Use words such as ‘essential’ in your product description (e.g., “These sandals are an essential accessory for your winter wardrobe”).

• Buyers absolutely love it when they feel that they have ‘saved’ money by buying something. So, write in a way that you sound like the product will save them money (e.g., “These sandals can be used in all seasons. You will not have to buy another pair for another year”).

• Specify if it can be used for multiple purposes.

Understand your competitors and buyers

You need to be aware of your competitors, and the claims that they are making. If you are not selling something unique, or giving just as much as your competitors, you won’t be able to hang on for a long time.

Research a lot, and figure out some unique marketing features that can make you stand out. If your product is exactly the same as your competitors, talk about some marketing activity that none of your competitors are currently doing (example: freebies, discounts, coupons).

Keep your consumers in mind when you write product descriptions. Things to consider include your target consumer’s gender, age, interests, location, education, income level, and language spoken. You will then know the kind of words you can use for your target customers.

Avoid using superlatives, or provide a reason

Using superlatives like ‘best,’ ‘advanced’, and ‘easiest’ doesn’t lift you higher in the eyes of the customers. In fact, it may make you sound insincere unless of course you are able to justify the reason for using superlatives.

If you think your product is ‘the best’, give specific proof of why you think so. You can also quote a customer who says your product is the best they have ever used in their life.


Product descriptions are undoubtedly very critical for the success of all e-commerce businesses. Sticking to Google’s guidelines while exploring the requirements of your target customers at the same time is very essential in order to write product descriptions that appeal to your buyers and make it sell.