How to Write Good Product Descriptions

The eCommerce industry is booming—global online sales hit $5.8 trillion in 2023 and are expected to surpass $8 trillion by 2027, according to Statista[1]. But here’s the challenge: attracting visitors to your store is only half the battle—getting them to click “Buy Now” is where the real work begins.

If you’re a time-strapped business owner, crafting compelling product descriptions might feel overwhelming. You know they matter, but you don’t have hours to spend on creating each meticulous description. 

We have put together a guide to help you learn some proven frameworks to write good product descriptions that engage, persuade, and drive more sales, without spending hours on each one. Let’s dive in. 

Good vs Poor Product Descriptions

A product description should do more than just list features—it’s about helping customers see the value of what they’re buying. The best descriptions are clear and engaging, highlighting the product’s real-life benefits.

Take Nike’s Air Zoom Pegasus 41 as an example. Its product page doesn’t just say, “This is a running shoe.” Instead, it focuses on the experience. Notice these elements of the description:

Feel the difference: “Responsive cushioning in the Pegasus provides an energized ride for everyday road running.”

Built for performance: “Improved engineered mesh on the upper decreases weight and increases breathability.”

The description makes the product tangible—the shopper can visualize and feel the comfort, support, and responsiveness provided by the shoe.

However, not all products need a long and detailed explanation. Sometimes, the image does most of the selling because it clearly shows what the product is and who it’s for, and the description needs to reinforce key details.

Other times, a well-written description is essential for less familiar or more complex products to help customers understand what they’re buying.

Consider a portable espresso maker, for instance. Since it is a unique product, customers may not know how it works, so the description should guide them. Let’s look at this case:

Each of the examples above demonstrates how the function of a well-crafted product description is to provide the shopper with exactly the information they need—no more, no less.

In contrast, a poorly written product description does the exact opposite: it leaves out essential information or provides too much unnecessary information; it does not answer important questions customers may have; and it fails to paint a picture of the product, its features, and the benefits it will bring to the customer’s life.

The Hidden Cost of Poor Product Descriptions

A product description is the bridge between curiosity and conversion. When done right, it reassures shoppers and drives sales. But when it falls short, the consequences go much beyond a lost purchase.

Customers Won’t Buy What They Don’t Understand

87% of customers say product content is the most crucial factor when making purchasing decisions online[2]. Since online shoppers can’t physically see, touch, or test the product, they rely on descriptions to fill in the gaps. They won’t feel confident enough to purchase if your product copy is vague or incomplete.

Bad Descriptions Lead to Higher Return Rates

Customers are more likely to return products if the descriptions don’t match the items. And returns are expensive—U.S. consumers sent back $890 billion worth of goods in 2024, affecting profits, inventory, and logistics[3]. Worse yet, 87% of consumers are unlikely to repeat purchases if they feel misled by inaccurate product details.

Weak Copy Can Cost You

Shoppers don’t just leave when they encounter poor product descriptions—they take their business elsewhere. 85% of shoppers say product information and pictures influence their buying decisions, meaning if your competitors provide clearer, more compelling descriptions, they’ll win the sale instead[4].

Did you know? Website load speed impacts product page conversion rates. InMotion Hosting’s Business Class hosting ensures your product pages load quickly, keeping potential customers engaged.

Optimizing your product descriptions is one of the simplest, most cost-effective ways to boost revenue. While it does involve refining your words, you don’t need to be an expert copywriter or marketer to see a significant payoff from the effort.

The key is understanding your audience and confidently giving them the right information to purchase. Here’s a simple five-step framework to help you do this effectively.

A Five-Step Framework for Writing High-Converting Product Descriptions

Step 1: Lead With Your Customer’s Main Benefit

Customers don’t buy products—they buy solutions to their problems.

That’s why your product description should start with the most compelling benefit: What does it do for them? A coffee maker isn’t just about brewing coffee—it’s about saving time in the morning. Running shoes aren’t just about materials—they’re about comfort and endurance on long runs.

Consider these questions before drafting your product description:

Who will be using this product?

Who is making the purchase decision?

What matters most to them (design, durability, or usability)?

How does this product solve a problem or improve their life?

Then, use sensory words in your copy to paint a vivid picture of how the product feels, looks, smells, sounds, and tastes (if applicable) when used. This will help customers visualize owning the product and experiencing its benefits, making it more tangible and desirable.

Here’s a simple template to follow:

[insert product name] is the [adjective] solution for [target audience]. Designed to [solve a problem/improve life], this [product type] will make your [daily activity] more [benefit].

Example:

The CloudRest Pillow is the ultimate solution for side sleepers. This memory foam pillow can provide optimal neck and shoulder support, making your nights more comfortable and restful.

Pro Tip: When testing your copy, use the “So what?” method. After each point, ask yourself, “So what?” to assess its relevance and value.

For example:

Noise-Canceling Headphones:

“Equipped with advanced noise-canceling technology.”

So what? “Ensures you can fully immerse yourself in your music or calls without distractions.”

Ergonomic Office Chair:

“Built with a contoured backrest and adjustable armrests.”

So what? “Stay comfortable during long work hours with a contoured backrest that supports your spine and adjustable armrests that reduce shoulder strain.”

Step 2: Use Compelling Words to Drive Action

Your product description should persuade shoppers to take action. It should compel them to click the “Add to Cart” button, not just scroll past it.

One effective way to do this is by using emotional words that tap into your customers’ desires and motivations. Research shows that emotionally charged language is more effective at triggering action than facts or data alone.

The Wheel of Emotion is a tool that categorizes emotions into primary feelings such as happiness, sadness, anger, disgust, surprise, bad, and fear. Understanding this emotional spectrum can help you choose words that resonate deeply with your audience.

Including effective words can evoke a stronger emotion in your audience and drive them to take action. 

According to advertising legend David Ogilvy, certain words can significantly enhance the impact of your descriptions. He identified 20 of the most persuasive words in marketing, which are still widely used today.

Similarly, Jon Morrow has compiled a list of power words that can sell almost anything by evoking strong emotions and making messages more compelling.

Step 3: Support With Essential Specifications

Once you’ve hooked your customers with the main benefit, reaffirm it with essential specifications. These key features or characteristics differentiate your product from others and support its claims.

Consider these examples:

Laptop: battery life, processing speed, storage capacity

Sneakers: material, traction, breathability

Skincare products: ingredients, benefits for different skin types or concerns

These specifications or features provide a more detailed overview of the product’s capabilities and reinforce its value. Use bullet points or short sentences to make it easy to scan and digest.

Here’s a template you can use for organizing your product features:

Quality: Made with [durable material]

Performance: Features [advanced technology]

Design: Available in a variety of [color, size, or style] options

Convenience: Includes [accessory or add-ons]

Example:

The Contour Pro Laptop Backpack is made with water-resistant nylon. It features a built-in USB charging port for convenience, and its contoured back panel provides maximum comfort and support. Available in three color options—black, gray, and navy blue.

Step 4: Make Your Copy Sound Human and Natural

While persuasive and descriptive language is essential, keeping your tone conversational and natural is equally important. Avoid using technical jargon or overly formal language that may intimidate or confuse your customers..

Instead, write like you’re having a conversation with a friend. This will make your product description more relatable and engaging. Using personal pronouns like “you” and “your” creates a sense of connection with the reader and makes them feel like you’re speaking directly to them. You can even inject some humor if appropriate for your brand and audience.

One simple way to know if your copy sounds human is to read it out loud. If it feels awkward or unnatural, consider rephrasing or simplifying the language.

You can also use a tool like Hemingway App to check the readability of your copy and make necessary adjustments. Aim for a grade level of 8 or lower to ensure that your product description is easy to understand for most readers.

Then, check for grammar and spelling errors. These may seem like minor details, but they can significantly impact the credibility of your brand and product. Use tools like Grammarly to help catch any mistakes.

Step 5: Close With a Clear Call-to-Action

After you’ve described your product and its benefits, remember to include a clear Call-to-Action (CTA). A strong CTA guides customers towards the next step–whether that’s to buy or learn more.

Here are some best practices for effective CTAs:

Make your CTA stand out: Use size, contrast, and white space to differentiate your CTA from surrounding content. This helps users know exactly where to click.

Use action-driven language: Focus on verbs that encourage action. Phrases like “Shop now” or “Add to cart” are direct and motivating.

Test color and shape: Colors impact conversions. Test different colors to find one that stands out but still aligns with your brand. Experiment with different button shapes, like rounded edges, to see what resonates.

Ensure the text is visible but not overpowering: CTA text should be large enough to read at a glance but not overwhelming. Check how it appears on different devices and browsers.

Keep it short and clear: Aim for two to five words. Clarity beats cleverness. Create multiple landing pages to highlight different aspects of your offer as needed.

Ensure accessibility: Use high-contrast text, clear button labels, and responsive design to ensure readability on all devices, including for users with visual impairments.

Create urgency: Time-sensitive words like “Limited Offer” or “Ends Soon” can drive users to act faster.

Place it above the fold: Users should see your CTA without scrolling. Prominent placement reduces friction and increases conversions.

Highlight the benefit: Reinforce what users gain by clicking. Whether it’s a discount, free trial, or exclusive access, make the benefit clear in your CTA.

Use supporting text: Add helpful cues like “No credit card required” or “30-day free trial,” to reduce friction.

Limit choices: Focus your CTA on one clear action. Too many options can confuse users and reduce conversions.

Building Trust Through Product Descriptions

Product descriptions can be an effective way of building trust with potential customers. People are much more likely to buy from a brand they trust. A well-written product description can help establish that trust.

Here are some ways you can build trust through your product descriptions:

Include Validation and Social Proof

A New Emplifi study shows that 90% of consumers rely on customer ratings and reviews when purchasing[5]. Social proof is a powerful motivator that influences consumer behavior, validates your product claims, and highlights its popularity among other customers.

Here are six different types of social proof that you can use:

User-Generated Content (UGC):

These are photos, videos, or written reviews from your customers or famous personalities.

Reviews:

Reviews are like the more objective version of testimonials. They work well for highly technical products or in competitive industries.

Case Studies:

Case studies provide an in-depth look at how your product has helped a customer solve a problem or achieve success.

Trust Seals and Certifications:

These are badges or symbols from recognized authorities that assure customers of your product’s quality, safety, and security.

Trust icons: You can add brand or company logos that use your products or services to build trust and credibility with customers who are familiar with those brands.

Sales data: Use numbers, figures, or dollar amounts to demonstrate authority and your product’s success in the market.

Additionally, there are various places where you can place your social proof, such as:

Checkout page: Friction at checkout can ruin a sale. Placing customer ratings and reviews on the checkout page can help alleviate doubts and increase conversions.

Product page: This is the most common place to showcase social proof, such as ratings, reviews, case studies, or UGC, to convince customers to purchase.

Home page: Use a carousel or section on your home page to highlight best-selling products or top-rated items with high ratings and reviews.

Landing pages: If you’re running targeted campaigns for specific products, add relevant social proof on that landing page to boost its effectiveness.

Pop-ups: You can use pop-ups triggered by exit-intent technology to display last-minute deals or special offers backed by social proof to encourage customers to complete their purchases.

Sign-up forms: If you’re using email marketing or lead generation, add social proof on your sign-up forms to increase trust and encourage more sign-ups.

Website sidebar: Place a widget or link to your social media platforms where customers can view more user-generated content and reviews.

Add Supporting Technical Details

While highlighting your product’s benefits and features is essential, providing technical details can also build trust with potential customers.

Take this example from Hydro Flask.

This example includes a detailed description and tabs for specifications, reviews, and warranty information. While some may find all of those additional tabs and information unnecessary, it is these little details that add the elements of an effective product description for their customers. They provide details and reassurance that help their customers feel informed and at ease.  

Some technical details you can add include:

Dimensions: For physical products, provide accurate dimensions to give customers an idea of size and fit.

Materials used: This information is essential for certain products, especially if they are organic, eco-friendly, or hypoallergenic.

Safety certifications: If applicable, include any safety certifications your product has received to assure customers of its quality and safety.

Warranty information: If your product comes with a warranty or guarantee, clearly state the details to instill confidence in your product’s durability.

Instructions and specifications: If your product is complex or requires specific instructions, include them in the description to demonstrate your expertise and knowledge.

Use a Trust Badge

Online shopping has grown tremendously in the past few years, with 62% of customers shopping online once a week and 29% doing it 2-3 times weekly, but so have online scams and frauds[6].

A trust badge can help alleviate customer fears and concerns by demonstrating that your website is secure and trustworthy. Some common types of trust badges include:

Security trust badges: These badges reassure customers that your website is safe and their data is secure. They often indicate SSL certification or encryption compliance. Displaying one can prevent browser security warnings and build trust during checkout.

Payment badges: These badges show accepted payment methods, aligning your business with trusted providers like Visa, PayPal, and Apple Pay. They’re usually free and commonly placed near payment fields on checkout pages.

Endorsement badges: Awarded by reputable third parties like Google or the Better Business Bureau, these badges signal credibility and trustworthiness. Businesses often display them in website footers to showcase overall brand legitimacy.

Policy-specific badges: These include free shipping, money-back guarantees, and free returns, helping customers feel confident in their purchases. Since they don’t require third-party approval, businesses can easily add them to checkout pages or footers.

Your online store’s security matters. InMotion Hosting includes free SSL certificates with all hosting plans.

Address Common Objections

According to Forrester research, 53% of U.S. online shoppers will abandon their purchase if they can’t quickly find an answer to their question[7]. These questions often arise from common objections they have before buying.

A simple way to address these concerns is to include them in your product description or a Frequently Asked Questions (FAQ) section. Check customer reviews from Reddit, Google Reviews, Amazon, and other forums to see what issues or questions customers commonly have about your product or other products like yours.

SEO Best Practices Made Simple

If you want your products to rank well in search, you need to weave the right keywords into your product descriptions. Knowing how to write SEO-friendly product descriptions is a valuable skill to learn.

Use keyword research tools like Ahrefs or Semrush to find words and phrases people are searching for. Ideally, you will target long phrases with lower competition but higher search volume. This will give you a better chance of ranking higher in search results.

For example, instead of “gaming chair,” a better phrase would be “ergonomic gaming chair with lumbar support” to reach people looking for that exact feature.

Then, choose keywords based on user intent, which is the purpose behind a search. There are four types of user intent.

Types of User Intent

Informational: 

This is the stage where users are just looking for answers to some higher-level questions. Keywords like “how to choose a gaming chair” mean someone is just gathering information.

Commercial:

At this stage, users are looking to purchase something but don’t know which company they’re buying from yet. Keywords like “best gaming chairs for back support” show they are comparing options.

Navigational:

This next phase of the buyer journey, where the user has decided to purchase a product and is looking for the final cost + specific subcategory + reviews of the product before purchase. Keywords like “Secretlab Titan Evo review” mean they already know what they want.

Transactional:

In the final stage of the buyer journey, users in a transactional stage are aware of the solution they’re looking for and likely have already researched options and brands. Keywords like “buy gaming chair online” mean they’re ready to purchase.

To boost sales, focus on commercial, navigational, and transactional keywords—these users are already closer to buying. But, if you still want to attract those researching, consider writing blog posts or guides to educate them and build trust in your brand.

Mobile-First Product Description Strategies

Global mobile commerce is expanding rapidly at a 29% growth rate, capturing 7% more completed payments than traditional eCommerce[8]. With 70% of shoppers saying it saves time and offers convenience for on-the-go purchases, optimizing product descriptions for mobile is more critical than ever.

One practical approach is using the Pyramid Principle, a communication method created by McKinsey consultant Barbara Minto. This technique helps make product descriptions clearer and easier to scan on mobile screens.

Here’s how it works:

Start with a short, compelling description at the top of the product page.

Provide detailed information below for customers who want to learn more.

This method improves readability by:

Highlighting key details upfront

Ensuring a logical, easy-to-follow structure

Making descriptions quick to scan on mobile screens

Along with structured content, typography plays a crucial role in readability. Follow these best practices:

Font size and line length: Keep 30–40 characters per line for better readability.

Spacing: Use 10–20% spacing to improve text interaction.

Color contrast: Ensure high contrast between text and background for easy reading.

One typeface: Stick to a single font to maintain a clean and professional look.

Pro Tip: InMotion Web Hosting‘s optimized servers include mobile-caching technology to ensure your product descriptions load quickly on any device.

Conclusion

A great product description does more than just inform—it connects, persuades, and sells. Start by understanding your target audience and their needs, then use the five-step framework to craft descriptions that resonate and convert.

Next, optimize your copy for SEO and mobile devices to reach even more potential customers. Finally, don’t forget to A/B test to see what works best for your audience. Remember, your product description is often the final push a customer needs before purchasing, so invest time and effort into creating engaging and trustworthy content.

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FAQs

Can I copy a product description from a competitor?

No, copying a competitor’s product description can lead to legal issues and harm your brand’s credibility. Instead, create unique, compelling descriptions highlighting your product’s benefits. Original content also improves SEO and customer trust.

How long should my product descriptions be?

There’s no hard and fast rule. But your product description should be long enough to inform, but short enough to stay engaging.

For example, a $15 scented candle needs a brief highlight, while a $1,500 espresso machine requires detailed specs. Balance clarity and conciseness to help customers decide.

How to write a good description for a product?

Focus on clarity, benefits, and engagement. Highlight key features, explain how the product solves a problem, and use persuasive language. Keep it concise but informative. An excellent description answers customer questions and makes them want to buy.

References

Gelder, Koen V. “E-Commerce Worldwide – Statistics & Facts | Statista.” Statista.Com, 4 Mar. 2025, www.statista.com/topics/871/online-shopping/.

“Product Page Statistics Every Ecommerce pro Should Know (2025 Update).” eCommerce Growth Platform and Consulting, Convertcart, 22 Nov. 2024, www.convertcart.com/blog/ecommerce-product-page-statistics.

Dickler, Jessica. “Returns Are an $890 Billion Problem for Retailers.” NBCNews.Com, NBCUniversal News Group, 8 Dec. 2024, www.nbcnews.com/news/us-news/retail-returns-890-billion-problem-rcna183359.

“Think with Google – Discover Marketing Research & Digital Trends.” Google, Google, www.thinkwithgoogle.com/consumer-insights/consumer-trends/product-information-preference-statistics/. Accessed 15 Apr. 2025.

Lukes, Jordan. “Emplifi Reveals Nearly 90% of Consumers Say Customer Ratings and Reviews Have the Biggest Impact on Purchasing Decisions.” Global Press Release & Newswire Distribution Services, Business Wire, 28 Feb. 2023, www.businesswire.com/news/home/20230228005207/en/Emplifi-Reveals-Nearly-90-of-Consumers-Say-Customer-Ratings-and-Reviews-Have-the-Biggest-Impact-on-Purchasing-Decisions.

Hooda, Khyati. “100+ Powerful Online Shopping Stats Every Retailer Should Know [2024].” Keywords Everywhere Blog, 26 Sept. 2024, keywordseverywhere.com/blog/online-shopping-stats/.

Leggett, Kate. “Your Customers Don’t Want to Call You for Support.” Forrester, 18 July 2017, www.forrester.com/blogs/16-03-03-your_customers_dont_want_to_call_you_for_support/.

Mori, Karan. “Why Is M-Commerce Emerging as a Global Trend?” Magneto IT Solutions, 22 Sept. 2023, magnetoitsolutions.com/infographic/why-mcommerce-emerging-as-global-trend.