Most product descriptions fail in one of two ways. Some copy the manufacturer’s text word for word, so the page reads like every other store selling the same item. Others try so hard to sound exciting that they never answer the questions a shopper actually has: will this fit, will it last, is it right for me?
A good description does the job a helpful salesperson would do in a shop. It answers the real questions, shows why this product suits this person, and gives search engines clear, original content to understand the page. Here are seven tips for writing descriptions that do all three.
Product pages that answer the questions buyers ask
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Let the Buzz BeginQuick answer: how do you write a good product description? Start with who the product is for and the problem it solves, lead with benefits and back them with specific details, answer the questions shoppers ask before buying, write original copy rather than the manufacturer’s text, make it easy to scan, use the words shoppers search for naturally, and keep every claim truthful and supportable.
What does a product description need to do?
A description has three jobs. It has to help the shopper decide, by answering the questions that stand between them and the cart. It has to build trust, by being specific and honest. It has to help search engines understand the page, by describing the product clearly in original words. When a description does all three, it tends to sell better and rank better, because the same qualities that help a shopper also signal a useful page.
How do you write product descriptions that sell?
- Start with who it is for. Picture the person most likely to buy it and write to them. “For runners who log long miles on pavement” is more useful than “high-quality running shoes.”
- Lead with the benefit, then prove it. Say what the product does for the shopper, then back it up with the detail that makes it true: “Stays warm in freezing wind, thanks to a windproof outer shell and a fleece lining.”
- Answer the questions shoppers ask. Size and fit, materials, care, what is included, compatibility, and how long it lasts. If your customer service team answers the same question every week, the answer belongs in the description.
- Write original copy. Manufacturer text appears on every store that sells the product. Your own words, based on how your customers actually use it, are what make your page worth visiting.
- Make it easy to scan. A short opening paragraph, then key details in a short list, then any longer explanation. Most shoppers skim before they read.
- Use the words shoppers search for, naturally. Include the product type and the attributes people search with, such as material, size, and use. Our guide to ecommerce keyword research shows how to find them.
- Keep every claim truthful. Avoid promises you cannot back up, like “the best” or “lasts forever,” unless you can prove them.
What does a strong product description look like?
Here is the same product described two ways. The first is typical manufacturer copy:
“Premium insulated tumbler. High-quality stainless steel construction. Keeps drinks hot or cold. Available in multiple colors.”
The second answers the questions a shopper actually has:
“A 20-ounce tumbler for the commute that keeps coffee hot through a long morning. Double-wall stainless steel means no condensation on your desk, and the slide-lock lid seals tight enough to toss in a bag. Fits standard car cup holders. Hand wash recommended to protect the finish.”
The second version names who it is for, backs each benefit with a detail, answers the fit and care questions, and avoids vague words like “premium.” If your product claims a specific performance, such as how many hours it keeps a drink hot, state only what you have tested and can support.
How long should a product description be?
Long enough to answer the questions that matter for that product, and no longer. A simple consumable might need a few sentences and a short list of details. A higher-priced or technical product, where shoppers have more questions and more at stake, usually needs more. The test is not word count but whether a shopper could decide to buy without contacting you.
Search engines reward the same thing. Google’s guidance on creating helpful content asks whether a page provides original, substantial information that leaves a visitor satisfied, which is exactly what a strong description does.
What should product descriptions avoid?
- Copying the manufacturer’s text. It gives shoppers and search engines nothing new.
- Vague praise. Words like “premium” and “high quality” mean little without the specific detail that proves them.
- Claims you cannot support. The FTC’s advertising guide for small businesses explains that advertising must be truthful and that claims need evidence behind them. That applies to the words on your product pages too.
- Walls of text. Break details into short sections and lists so shoppers can find what they need.
- Keyword stuffing. Repeating the same phrase over and over reads badly and does not help. Use it naturally once or twice.
How do photos and alt text fit in?
Photos do much of the selling, and alt text describes them for shoppers who use screen readers and for search engines. Write alt text that says what the image actually shows, such as “brown leather boot, side view, with lace-up front,” rather than a list of keywords. The W3C’s guidance on images explains how to write alternative text that serves the person who cannot see the picture.
Which product descriptions should you rewrite first?
Rewriting every page at once is rarely realistic. Start where the payoff is clearest:
- Best sellers, because a small improvement in conversion adds up across many orders.
- High-traffic pages with low sales, where shoppers arrive but do not buy, often because a question goes unanswered.
- Products with manufacturer copy, where any original description is an upgrade.
- New products, so they launch with strong copy instead of a placeholder.
Descriptions work alongside the rest of the page. Add product structured data so price and availability are clear to search engines, and plan ahead for what happens when a product goes out of stock. For the full picture, see our ecommerce SEO guide.
If you would rather have your best sellers rewritten for you, our SEO Content Creation service writes original product and category copy built around your customers’ questions.
Frequently asked questions about how to write product descriptions
Can I use the manufacturer’s description?
You can, but it adds nothing that other stores do not already have. Use it as raw material for the facts, then write your own description around how your customers use the product.
Should product descriptions include keywords?
Yes, naturally. Include the product type and the attributes shoppers search for, but write for the shopper first. Repeating a phrase many times does not help.
Is a bulleted list better than a paragraph?
Use both. A short paragraph explains who the product is for and why it matters; a short list makes the key details easy to scan.
How do I write descriptions for many similar products?
Use a consistent structure for the whole range, then write the parts that differ for each product, such as size, material, scent, or use. Avoid copying the same paragraph across every page.
Final thoughts on how to write product descriptions
A good product description answers the shopper’s questions, proves its benefits with specific details, and says everything in your own words. Start with your best sellers, keep every claim honest, and build each page so someone could buy without having to ask. If you would like help with yours, book a call with one of our hive specialists today to plan which pages to rewrite first.