How to write product descriptions that sell

How to write product descriptions that sell

Great advertising, great website, great products, but… what now?

Do you think that’s enough for your clients in order to buy your products? Well, let us tell you that you need to do something more if you want to increase your sales.

Even if your clients come from Google Search, trust us that you still need to convince them to buy your products. You have to create product pages that can help you convert your lead into clients.

Beside those high-quality photos, you need high-quality product descriptions.

Here are 5 tips that will help you creating product descriptions that sell:

  1. Speak directly to your buyer

Before you start creating your product description, you need to know your buyer persona, your target audience: to whom you’d like to sell your products?

You could think that your customer is your imaginary friend: you need to know what he likes, what sites he visits, what are his needs, what can influence him to purchase a product or another. Clearly, knowing all this about your prospect will help you writing the right descriptions for your products that speak directly to your buyers.

Try to find blogs/websites/forums that could engage with your target because you may find there some reviews written exactly by your audience, which means that you can observe how they speak and this could guide you in your descriptions.

A very important thing is you have to focus on your buyers. Use the word “you” instead of “us”, “we”, “our team“, because this could be the beginning of your relationship with your client.

Product Description - Speak directly


  1. Show Benefits

We’re sure that you love your products and you are proud of their features, but your clients won’t buy them for their characteristics, but because they fit their needs and solve some of their problems.

To better identify all your products’ benefits, write down all their features and define for each one of them the benefit for your clients. You can express these benefits in two different ways:

  • a positive sentence that sounds like a promise: This tool will improve your revenues.
  • a problem-solving sentence: This tool will decrease you bounce rate.

You can write a description based only on positive sentences or problem solving, but you could perfectly mix them.

Product Description - Benefits


  1. Use social proofs

Talking about social proofs, you have sooo many options. People love popular products, they like to hear about others experiences and more than that, they trust their reviews.

Here are some of the options you have:

  • Insert Social media buttons: add Facebook, Twitter, Pin it buttons to your product page so your clients can share them. This way al their friends will find out about the products they love.
  • Use quotes from press or from blog articles if there are some news about you right there
  • Use numbers: Over 2.000 dresses sold last summer
  • Add reviews from your pleasant customers that already bought some of your products.

Product Description Social Proofs


  1. Create a great copy format

If you want your clients to read all your products’ benefits, you need to make them explore your copy.

  • Use the right font that fits your landing page and improves readability
  • Insert Sub-headlines to stricter your descriptions
  • List your features and benefits with bullets, not in big and boring paragraphs
  • Don’t forget about quality products pictures, because people engage with visual elements
  • Create product pages that can attract your customers’ attention step by step until they convert.
  1. Make your product part of their life

Creating a moment from your customer’s life using or wearing your product will help you improve their engagement. People will start thinking about how they would feel if they’d buy your products. Tell them what the best moment to wear that beautiful jacket is or how it will protect them in the cold season.

Product Description - Story


Now that you know all these tips for creating beautiful and sells driving product description you can start increasing your revenues!

Explore them again and think how you could use them for your products.

Remember: always think about your buyers!

Do you have any secrets for your products description that you want to share with us?

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  1. Hey, Thanks for writing such a simple, sweet post! I want to add something here – write product descriptions keeping the buyer persona in the mind. This helps decide the right tone of voice for product description. Also, this connects the visitors with the products, increasing the chances of sales.

  2. I don’t know whether it’s just me or if everybody else experiencing problems
    with your site. It appears as if some of the written text on your posts are running off
    the screen. Can somebody else please comment and let me
    know if this is happening to them as well? This
    might be a issue with my internet browser because I’ve had this happen before.

  3. You have written a nice and thoughtful article.



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