Write Product Descriptions That Sell: Examples & How-To

Let’s be real: nobody gets excited about writing product descriptions. It’s the digital equivalent of folding laundry—necessary, but soul-crushing. But here’s the thing: those little blurbs can be the difference between a sale and a scroll-past. So, let’s ditch the snooze-fest and turn those descriptions into SEO-powered sales machines.

Why Bother with SEO-Friendly Descriptions?

Think of your product descriptions as tiny billboards on the information superhighway. They’re not just there to tell people what your widget does; they’re there to tell Google (and other search engines) that your widget is the widget they’ve been searching for.

• Visibility: Better SEO = higher rankings = more eyeballs on your products. Simple math.
• Relevance: Targeted keywords help you attract the right customers—the ones who are actually looking for what you sell.
• Conversion: Compelling descriptions don’t just inform; they persuade. They turn browsers into buyers.

The Secret Sauce: SEO Ingredients That Matter

1. Keyword Research (The Not-So-Secret Weapon):
   • Think Like Your Customer: What words would you use to find your product? Brainstorm a list.
   • Use Keyword Tools: Google Keyword Planner, SEMrush, Ahrefs—these aren’t just for the SEO gurus. They’ll help you find high-volume, low-competition keywords.
   • Long-Tail Keywords: These longer, more specific phrases (e.g., “organic cotton baby onesie with snaps”) can be goldmines. They target customers who know exactly what they want.
2. Keyword Placement (Where You Put It Matters):
   • Product Title: This is prime real estate. Include your main keyword here, but keep it natural.
   • First Sentence: Hook ’em early. Mention your keyword in the first sentence or two of your description.
   • Throughout the Body: Sprinkle keywords naturally throughout the description. Don’t stuff—Google hates that.
   • Image Alt Text: Don’t forget your images! Use descriptive alt text with relevant keywords.
3. Write for Humans (Not Just Robots):
   • Focus on Benefits, Not Just Features: What problem does your product solve? How will it make your customer’s life better?
   • Use a Conversational Tone: Ditch the corporate jargon. Write like you’re talking to a friend.
   • Tell a Story: Paint a picture of how your product can be used. Create an emotional connection.
4. Make It Scannable (Because Nobody Reads Anymore):
   • Use Bullet Points: Break up large blocks of text. Highlight key features and benefits.
   • Short Paragraphs: Keep your paragraphs short and sweet. Nobody wants to read a novel.
   • Bold Key Phrases: Draw attention to important information.

Examples in the Wild

Let’s look at a couple of examples:

• Bad: “This is a coffee maker. It makes coffee.” (Yawn.)
• Good: “Start your day with the rich, bold flavor of our premium coffee maker. Brews up to 12 cups of delicious coffee in minutes. Features a programmable timer and automatic shut-off for your convenience.”

See the difference? The “good” description uses keywords (“coffee maker,” “premium coffee”), focuses on benefits (rich flavor, convenience), and is easy to scan.

Pro Tips for Extra Credit

• Use Power Words: Words like “amazing,” “exclusive,” “guaranteed,” and “proven” can boost conversions.
• Add Social Proof: Include customer testimonials or reviews to build trust.
• Optimize for Mobile: Make sure your descriptions look good on all devices.

Your Turn: Level Up Your Descriptions

Stop letting your product descriptions be an afterthought. With a little SEO magic and a dash of creativity, you can turn them into powerful sales tools. So, go forth and write descriptions that not only inform but also entice, engage, and convert.

Now, go audit your product pages and start optimizing! Your bottom line will thank you.

FAQs

How do I write a product description that isn’t boring?

To write a product description that isn’t boring, focus on benefits rather than just features. A great product description doesn’t simply list details—it tells a story about how the product will improve the shopper’s life. Use sensory language, incorporate your brand’s unique voice, and address pain points your customers experience. Be conversational, use short paragraphs, and include specific details that help customers visualize using your product. Remember, effective product descriptions connect emotionally with readers while providing the information they need to make a purchase decision.

What elements should high-converting product descriptions include?

High-converting product descriptions should include several key elements: a compelling headline, scannable format with bullet points, emotional triggers, your brand voice, clear benefits (not just features), sensory words, social proof like customer reviews, urgency/scarcity when appropriate, and a strong call-to-action. Product descriptions that sell address customer pain points directly and explain how your specific product solves their problems. The most effective product descriptions balance being informative with being persuasive, giving shoppers both logical reasons and emotional motivation to buy.

How can I optimize my ecommerce product descriptions for SEO?

To optimize your ecommerce product descriptions for SEO, start by researching relevant keywords that shoppers use to find products like yours. Include these keywords naturally in your product titles, headers, and throughout the description. Create unique content for each product rather than copying manufacturer descriptions. An SEO-friendly product description includes detailed specifications, answers common questions, and provides comprehensive information. Structure your content with proper heading tags, optimize images with alt text, and ensure your descriptions are mobile-friendly. Remember that well-crafted product descriptions that engage real humans will ultimately perform better in search engine rankings.

What’s the ideal length for a compelling product description?

The ideal length for a compelling product description depends on your product’s complexity and your audience’s needs. For simple products, 100-200 words may suffice, while complex items might require 300-500 words. The key is providing enough information for shoppers to make an informed decision without overwhelming them. High-end products typically benefit from longer descriptions that tell a story and justify the price. For technical products, include detailed specifications alongside the narrative description. Remember that an effective product description should be scannable—use bullet points, short paragraphs, and visual breaks regardless of length.

How do I incorporate my brand voice when I write product descriptions?

To incorporate your brand voice when writing product descriptions, first clearly define what makes your brand’s tone unique—whether it’s humorous, authoritative, conversational, or inspirational. Study your best-performing content and customer feedback to understand what resonates. Create a brand voice guide with examples of do’s and don’ts for your copywriting team. When writing product descriptions that sell, use consistent terminology, slang, and sentence structures that reflect your brand’s personality. Even when discussing technical product features, maintain your distinctive tone. A well-crafted description isn’t generic—it should be immediately recognizable as coming from your brand even if your logo wasn’t attached.

What are some product description examples that drive conversions?

Some product description examples that drive conversions include Apple’s minimalist yet powerful descriptions that focus on innovation, ASOS’s conversational and trendy tone that speaks directly to their young audience, Dollar Shave Club’s humorous approach that stands out in a crowded market, and Patagonia’s descriptions that weave in their environmental mission alongside product benefits. The best product descriptions that boost sales share common traits: they highlight unique selling points, address objections preemptively, use language that matches their target audience, and create an emotional connection. Study descriptions from your favorite online store or successful competitors in your niche for inspiration while developing your own approach.

How can I create a product description template that works for multiple items?

To create a product description template that works for multiple items, start with a consistent structure: headline, opening hook, 2-3 paragraphs about benefits, bullet points for key features, specifications section, and call-to-action. Your product description template should include placeholders for product-specific details while maintaining your brand voice throughout. For an ecommerce business with numerous products, create category-specific templates that address the unique selling points relevant to each product type. Remember to leave room for customization—even with templates, each product description should feel unique to the shopper. Test different template formats and analyze which drive better conversion rates, then refine accordingly.

How do I write product descriptions that boost SEO while still appealing to customers?

To write product descriptions that boost SEO while still appealing to customers, focus first on creating genuinely helpful content that addresses shopper needs and questions. Include relevant keywords naturally within engaging copy rather than forcing them in. A good product description balances searchability with readability. Structure your content with semantic HTML that helps search engines understand your content. Include specific product details that shoppers might search for, but present them in a way that highlights benefits. Remember that search engine algorithms increasingly favor content that genuinely serves user intent—so focusing on creating truly compelling product descriptions that convert browsers to buyers will actually improve your SEO in the long run.