How To Write Product Descriptions To Grow Online Sales

No matter the size of your online store, product descriptions are essential to your ecommerce business — directly influencing sales, search rankings, and customer trust. A well-crafted description can turn a casual browser into a loyal buyer, while a poorly written one — filled with generic phrasing, keyword stuffing, or a lack of connection to the audience — can send shoppers straight to a competitor.

So how do you create product descriptions that not only inform but also persuade? In this step-by-step guide, we’ll break down the key elements of high-converting descriptions, provide real-world examples, and share actionable tips to help you craft compelling content that drives results.

What are product descriptions and why are they important

A good product description is more than just a list of features — it’s a persuasive tool that connects with shoppers, builds trust, and drives sales. Effective product descriptions go beyond basic details, using storytelling, SEO strategies, and emotional appeal to engage potential buyers.

Great descriptions don’t just inform; they persuade. They help customers visualise how a product fits into their lives, address concerns that might cause hesitation, and create a sense of urgency that encourages them to buy. Whether short and scannable or detailed and immersive, a well-crafted product description can mean the difference between a visitor leaving your site or adding an item to their cart.

By blending creativity with strategic messaging, product descriptions play a crucial role in ecommerce success — enhancing discoverability, improving conversions, and reinforcing brand trust.

How to write a good ecommerce product description

A great product description does more than list features — it speaks to your audience, highlights value, and drives sales to your ecommerce store. But how do you balance clarity, persuasion, and SEO?

The key is to focus on your customers’ needs while keeping descriptions engaging and easy to read. Here’s a product description template to help you create compelling, high-converting product pages.

1. Know your audience.

The key to writing compelling product descriptions starts with understanding who you’re speaking to. A well-crafted description isn’t just about listing features — it should resonate with your buyer persona, addressing their needs, interests, and lifestyle.

Start by asking these questions:

• Who is this product for? Define your target audience based on demographics like age, gender, lifestyle, or interests. For example, a hiking backpack description might highlight durability and comfort for outdoor adventurers, while a diaper bag could emphasise convenience and storage for busy parents.

• What are the product’s basic details? Include important attributes such as size, material, features, and price.

• When should someone use the product? Is it for daily use, special occasions, or seasonal needs? A cozy throw blanket, for example, might be described as a winter essential, perfect for curling up by the fireplace.

• Where should someone use the product? Is it for home, office, travel, or outdoor adventures? A portable blender might be marketed to fitness enthusiasts looking for smoothies on the go.

• Why is this product better than the competition? Highlight unique selling points — quality, value, features, or benefits. For example, you could describe a standing desk as “ergonomically designed to boost productivity and reduce back pain.”

• How does the product work? If applicable, explain key functions, especially for complex or tech-based products.

By tailoring descriptions to your target customer, you can create product pages that not only inform but also persuade — making it easier for shoppers to see why your product is the perfect fit for them.

2. Determine the best format to describe your products.

Choosing the right format for your product description is key to capturing attention and driving sales. Some shoppers skim, while others prefer a more detailed storey — so striking the right balance is essential.

Use bulleted lists for quick, scannable details like dimensions, materials, and key features. This makes it easy for shoppers to absorb essential product information at a glance.

Use prose to bring the product to life. A short, engaging paragraph can highlight product benefits, set the scene, and connect with the shopper on an emotional level.

For the best results, combine both:

[Engaging Paragraph] + [Bullet Points for Key Specs] = A Winning Product Description

This approach keeps descriptions both informative and persuasive, ensuring they provide relevant information that makes them more effective for shoppers and search engines alike.

3. Highlight benefits, not just features.

A great product description does more than list specs — it makes the shopper feel why they need the product. Features tell what a product is, but benefits show how it improves the customer’s life. The difference? Features inform, but benefits persuade.

Customers don’t just buy a water bottle for its stainless steel construction — they buy it because it keeps their drinks ice-cold on a sweltering day. They don’t choose a laptop just for its RAM and battery life — they choose it because it lets them work seamlessly without interruptions.

Shoppers want more than details — they want solutions that address their pain points and improve their daily lives. The best product descriptions tap into emotional triggers, showing how a product solves a problem, saves time, or enhances daily life.

Below is an example of a feature-driven description versus a benefits-driven description.

• Feature-driven: “This standing desk is made of durable oak and has an adjustable height ranging from 28 to 48 inches.”

• Benefits-driven: “Stay energized and reduce back pain with this adjustable standing desk. Designed for effortless transitions between sitting and standing, it helps improve posture and boost productivity — all while adding a sleek touch to your workspace.”

By shifting from facts to feelings, you create a description that does more than describe — it sells.

4. Use persuasive storytelling.

A great product description doesn’t just list details — it makes shoppers feel what it’s like to use the product. Sensory words bring it to life, helping customers imagine how it looks, feels, smells, or performs. They don’t buy a candle just for its ingredients — they buy it because the warm scent of vanilla and cedarwood fills their home with comfort.

Brand voice also plays a key role. A skincare brand might describe a serum as “infused with botanical extracts that melt into your skin, leaving a radiant, dewy glow,” while an outdoor brand might say, “Conquer any trail with all-terrain hiking boots built for explorers who never back down.” The right tone engages your audience and reinforces your brand identity.

Storytelling puts the customer in the experience. A feature-driven description — “This candle is made with soy wax and features hints of vanilla and cedarwood” — states facts. A benefit-driven version — “As the flame flickers, notes of warm vanilla and smoky cedarwood fill the air — like the comfort of a crisp autumn evening” — creates a feeling. By tapping into emotions and engaging the senses, storytelling makes your product irresistible.

5. Make it easy to read.

A great product description should be engaging, scannable, and easy to digest. Shoppers don’t want to wade through long, dense paragraphs — they want clear, concise information that helps them decide quickly.

Keep sentences short and conversational to maintain readability. Avoid jargon or overly complex wording that might slow down the reader. Use bullet points for product specs like dimensions, materials, or key features, so shoppers can find essential details at a glance. Breaking up text with bolded key phrases and strategic white space helps highlight important selling points and keeps descriptions from feeling overwhelming.

By making descriptions effortless to read, you create a better shopping experience — helping customers get the information they need and move confidently toward a purchase.

6. Add visuals.

Great product descriptions go beyond power words — high-quality product images, videos, and graphics bring your product to life. Shoppers want to see how a product looks, works, and fits into their lives before they buy. Strong visuals help reduce uncertainty, increase confidence, and ultimately boost conversions.

The best visuals showcase key details and the benefits of your product. Crisp, high-resolution images highlight textures, colours, and product variations. Lifestyle photos help customers imagine themselves using the product, while 360-degree views offer a complete perspective. Videos are especially powerful for demonstrating product features, answering common questions, and proving why your product stands out.

To maximize impact, optimise visuals for fast loading, mobile-friendliness, and clearness in all lighting conditions. Use alt text for accessibility and SEO benefits. By combining compelling text with engaging visuals, you create a shopping experience that is informative, immersive, and persuasive.

7. Optimise for SEO.

A great product description doesn’t just sell — it helps your product get found. Using keywords naturally ensures search engines recognise your listing while keeping product copy engaging. Instead of forcing phrases like "best hiking backpack waterproof travel," write "This lightweight, waterproof hiking backpack is built for adventure."

Incorporate long-tail keywords and product-specific terms to improve visibility. For example, a t-shirt might include “soft cotton graphic t-shirt” or “men’s slim-fit crewneck t-shirt.”

Don’t forget title tags, meta descriptions, and alt text. A well-optimised product title and meta description improve search rankings and click-through rates, while alt text makes images searchable and accessible.

By blending search engine optimisation (SEO) best practises with compelling copy, you can attract more shoppers and drive conversions — whether you're selling on Shopify, BigCommerce, or another ecommerce platform.

8. Leverage social proof.

Shoppers trust real experiences over marketing claims. Customer reviews, user-generated content (UGC), and trust signals like media mentions or endorsements — such as high ratings on Amazon — help build confidence and drive sales.

Use authentic testimonials and specific stats to add credibility. Instead of “Best product ever!” try, “This serum transformed my skin in two weeks — my complexion has never been clearer.” If your product has 10,000+ happy customers, highlight it.

Keep it real — avoid exaggeration or generic praise. Genuine social proof reassures shoppers and makes buying decisions easier.

9. Test and optimise.

A/B testing different elements helps you understand what product descriptions resonate with shoppers and increases conversions. Small tweaks — like adjusting wording, layout, or call-to-action (CTA) placement — can have a big impact on engagement and sales.

Experiment with headline variations to see if an engaging, benefit-driven title outperforms a straightforward product name. Try different CTA texts — does “Shop Now” drive more clicks than “Get Yours Today”? Test bullet points vs. short paragraphs to see what keeps shoppers engaged.

Use tools like Google Analytics, Hotjar, or Crazy Egg to track performance and identify areas for improvement. Optimisation is ongoing — continuously test and refine descriptions to maximize conversions and keep your product pages performing at their best.

Common product description mistakes to avoid

Even a great product can struggle to sell if its description falls flat. Avoid common pitfalls like using generic marketing copy, keyword stuffing, or focusing only on features instead of benefits. Poor formatting, lack of social proof, and missing SEO optimisation can also hurt conversions. 

In the next sections, we’ll break down these mistakes — and how to fix them.

Keyword stuffing and duplicate content.

Stuffing product descriptions with keywords might seem like a smart SEO strategy, but it can actually hurt your rankings. Keyword stuffing — the excessive, unnatural use of search terms — makes content sound robotic, reduces readability, and can lead to search engine penalties.

Reusing manufacturer descriptions is another common mistake. Since many retailers use the same copy, duplicate content lowers your chances of ranking well on search engines. Instead, craft unique, engaging descriptions that naturally incorporate keywords based on keyword research while focusing on benefits.

Rather than forcing phrases like “best running shoes comfortable lightweight running sneakers,” write “Designed for comfort and speed, these lightweight running shoes help you go the extra mile.” Optimising for SEO doesn’t mean sacrificing readability — natural, compelling descriptions win both search engines and shoppers.

Being too vague or generic.

A vague or uninspiring product description can cost you sales — and lead to more returns. In 2022, US shoppers returned 56% of online purchases because the item didn’t match the description. If shoppers don’t get a clear picture of what they’re buying, they’re more likely to hesitate — or worse, feel misled after purchasing.

Generic phrases like “high quality” or “great for any occasion” don’t tell customers why your product stands out. Instead, use specific, engaging language that highlights key features and benefits. Rather than saying, “Soft, stylish sweater,” try “Crafted from ultra-soft Merino wool, this sweater keeps you warm without the bulk — perfect for crisp fall mornings or layering in winter.”

An accurate, well-crafted description builds trust, reduces returns, and increases conversions. By aligning with your brand voice and painting a clear picture, you help shoppers feel confident in their purchase decisions — making them more likely to click “Buy Now” instead of bouncing to a competitor.

Ignoring mobile optimisation.

With most online shoppers browsing and buying on mobile devices, a poorly optimised product description can cost you sales. If your text is hard to read, cluttered, or requires endless scrolling, shoppers are likely to bounce before making a purchase.

To keep mobile users engaged, follow these best practises for mobile-friendly descriptions:

• Keep it concise. Mobile screens have limited space — short, engaging sentences work best.

• Use bullet points for key details. This makes information easy to scan quickly.

• Break up text with bolded highlights. Draw attention to important benefits.

• Ensure fast loading. Heavy images or long-winded copy can slow down the experience.

Below is an example of a poor versus optimised mobile description.

• Poorly optimised product description example: Our premium, high-quality coffee maker features an advanced brewing system, durable stainless steel construction, and a user-friendly interface that allows you to brew single cups or full pots with ease. It's perfect for home, office, or travel use and makes coffee just the way you like it, every time.

• Well-optimised product description example: Brew the perfect cup, every time. This stainless steel coffee maker features an advanced brewing system for rich, full-flavored coffee. Single cup or full pot? You decide. Compact and easy to use — ideal for home, office, or travel.

By writing product descriptions in a clear, scannable, and mobile-friendly way, you create a seamless online shopping experience — helping customers find what they need faster and convert with ease.

How BigCommerce empowers businesses to craft high-converting product descriptions

Writing compelling product descriptions is easier with the right tools. BigCommerce provides powerful features to help businesses create engaging, SEO-friendly, and high-converting product pages. From built-in SEO optimisation to flexible content management and AI-powered tools, BigCommerce makes it simple to showcase different products in a way that attracts shoppers and drives sales. 

In the next sections, we’ll explore how BigCommerce helps business owners optimise their product descriptions for maximum impact.

AI-powered tools for smarter, faster product descriptions.

BigCommerce integrates with AI-driven copywriting tools to help brands quickly generate high-quality product descriptions that are engaging, optimised for search, and tailored to their audience. With AI, businesses can save time, enhance creativity, and scale content production without sacrificing quality.

With tools like BigAI Copywriter, brands can create AI-generated descriptions that improve search visibility by incorporating relevant keywords and semantic search terms, helping products rank higher on search engines. 

However, while AI speeds up the process, human creativity is still essential. The best product descriptions blend AI efficiency with a brand’s unique voice, storytelling, and emotional appeal to truly connect with customers.

By using AI as a tool — not a replacement — businesses can craft descriptions that are both data-driven and compelling, ensuring a seamless shopping experience that drives conversions.

Built-in SEO optimisation for better search rankings.

An SEO-friendly product description helps your products get discovered. Well-optimised descriptions improve search rankings, drive organic traffic, and increase conversions. With BigCommerce, businesses have access to built-in SEO tools that make optimisation simple and effective.

BigCommerce allows brands to customise meta descriptions, add alt text for images, and leverage structured data to improve search visibility. To maximize impact, ensure product descriptions naturally include primary keywords and related search terms while staying engaging and readable.

By combining strong SEO features with compelling content, BigCommerce helps businesses create product pages that attract more shoppers and turn clicks into sales.

Social proof integration to increase trust and conversions.

Shoppers trust real customer experiences, and social proof is one of the most effective ways to build confidence and drive conversions. BigCommerce enables businesses to showcase authentic feedback by integrating with leading review platforms and user-generated content (UGC) tools that automatically pull in verified customer reviews, ratings, and testimonials.

As of December 2024, 31% of US consumers reported relying on customer reviews to learn more about products. Featuring real customer feedback directly on product pages helps reduce hesitation, increase trust, and improve conversions.

With BigCommerce’s built-in social proof integrations — like ProveSource, Nudgify, and Wisernotify — businesses can highlight customer experiences that reinforce credibility, turning more browsers into buyers.

Customisable product pages for maximum engagement.

A compelling product description is only as effective as the page it lives on. BigCommerce gives brands the flexibility to design high-converting product pages that enhance descriptions, improve readability, and keep shoppers engaged.

With Catalyst and Makeswift, businesses can customise layouts, highlight key product details, and create a seamless shopping experience — without heavy development work. Well-structured content, including clear headings, scannable bullet points, and engaging visuals, helps improve user experience and boost conversion rates.

Brands like Saddleback Leather Company have leveraged BigCommerce’s native product page functionality to optimise SEO, helping their individual products rank higher in search. 

Meanwhile, London Tile Company enhanced the shopping experience by developing a custom tile sample feature and a bundle kit option, allowing customers to easily order project essentials with a single click. These enhancements improve user engagement, streamline purchasing, and drive conversions.

Final checklist: The perfect product description formula

A high-converting product description is clear, engaging, and optimised for both shoppers and search engines. Before publishing, run through this final checklist to ensure your descriptions highlight key benefits, use persuasive language, and create a seamless shopping experience.

The ultimate product description checklist.

Before publishing, make sure your product description checks all the right boxes. A well-crafted description should be persuasive, engaging, and optimised for conversions. Ask yourself:

• Does it speak to your ideal customer? Tailor the tone of voice and messaging to your audience.

• Does it highlight benefits, not just features? Show why the product matters, not just what it does.

• Is it scannable, concise, and engaging? Use short paragraphs, bullet points, and bolded key details.

• Is it optimised for SEO without stuffing keywords? Naturally incorporate primary and secondary keywords.

• Does it use social proof or trust signals? Product reviews, testimonials, and endorsements build credibility.

• Does it create urgency or FOMO? Limited-time offers or exclusivity can drive faster decisions.

A strong product description connects, convinces, and converts. Keep these elements in mind to craft descriptions that drive sales and enhance the customer experience.

The final word

Crafting the perfect product description is both an art and a science. The right mix of persuasive storytelling, clear benefits, social proof, and SEO optimisation can transform a simple product page into a powerful sales tool. By focusing on engagement, readability, and authenticity, you not only attract more shoppers to your ecommerce site, but also build trust and increase conversions.

With BigCommerce’s powerful features, including AI-driven tools, SEO enhancements, and customisable product pages, businesses can create high-converting descriptions that stand out in a competitive market. Whether you're refining existing content or starting from scratch, continuously testing, optimising, and adapting your descriptions will help you stay ahead — turning more browsers into buyers.

FAQs about how to write a product description