“How to Write Product Descriptions That Sell”

A good product description does more than list features—it creates desire, builds trust, and convinces customers to click “Buy.” As a freelance writer, knowing how to craft compelling descriptions can set you apart, especially in the world of e-commerce and digital marketplaces.

1. Know the Product (and the Audience)

Before writing a single word, understand:

• What the product does
• Who the customer is
• What problem it solves
• What tone best connects with the audience

If you’re writing about eco-friendly yoga mats, your tone might be calm, sustainable, and wellness-driven. Writing about smart home gadgets? A tech-savvy, benefits-first tone works better.

2. Focus on Benefits Over Features

Features are facts. Benefits are what those facts mean to the buyer.

Example:

• Feature: “Made of 100% organic cotton.”
• Benefit: “Gentle on your skin—and the planet.”

Make it easy for buyers to picture how the product improves their lives.

3. Use Sensory and Action-Oriented Language

Help the reader imagine using the product:

• “Sink into cloud-soft cushions after a long day.”
• “Effortlessly slice through veggies with razor-sharp precision.”

Use verbs and adjectives that evoke experience, not just information.

4. Keep it Clear, Concise, and Skimmable

Online shoppers don’t read—they scan. Structure your description with:

• Short paragraphs (2–3 lines)
• Bullet points for key features
• Bolded phrases to highlight key benefits

Make the most important details easy to find at a glance.

5. Use Power Words That Persuade

Words that sell include:

• Proven
• Effortless
• Premium
• Limited edition
• Best-selling
• Customer favorite

These create urgency, credibility, and trust—when used naturally.

6. Address Potential Objections

Think like a skeptical shopper. What questions or doubts might they have?

Examples:

• “Will this fit?” → Add sizing info or “true to size” note
• “Is it durable?” → Mention materials or guarantee
• “Can I trust this brand?” → Include testimonials or reviews

Use product descriptions to reassure, not just describe.

7. Optimize for SEO Without Killing the Flow

If writing for an online store, include:

• Product keywords in the title, first paragraph, and bullet points
• Natural keyword placement (avoid stuffing)
• Variants (e.g., “Bluetooth earbuds,” “wireless headphones”)

SEO helps with visibility, but clarity always wins.

8. Adapt Style to the Platform

Each marketplace or store may have a different tone:

• Amazon: Technical, benefit-driven, formatted with bullets
• Etsy: Handmade, personal tone with storytelling
• Shopify: Brand-centric and SEO-optimized
• Brand sites: Align with brand voice, often more aspirational

Check existing product listings for tone and formatting clues.

9. Include a Subtle Call to Action

Even in a product description, you can nudge the buyer.

• “Add this must-have piece to your collection today.”
• “Order now and experience the comfort you deserve.”
• “Try it risk-free with our 30-day guarantee.”

A small push can boost conversions.

10. Test, Refine, Repeat

Not every product description will be perfect on the first try. Track performance:

• Which ones lead to more sales?
• Which ones reduce return rates?
• Where are people dropping off?

Use data to sharpen your writing over time.