What makes a product description so effective that it generates sales?

Even if your product is the best and almost everyone needs it, you still need to convince them that they need it and the way to do that is through your attention-grabbing product description.

The thing standing between your customers and the ‘Add to cart’ button can be how effective or ineffective your product description is.

Here are some of the things you need to consider when writing a product description:

1. Know your target audience

This is one of the basic rules of writing a great product description copy. If you don’t know your audience, then you are not writing for anyone, it is safe to say that you are writing for yourself.

Your target audience is the reason why you are creating the content in the first place. Remember, the goal is to get them to find your product and buy. So, it is important to know who they are and then write for them.

And so, it is important to identify the features and benefits of your product that would be interesting to your target audience and then highlight them in an appealing manner. One of the ways to easily achieve this is by creating a buyer persona with the qualities of your ideal buyer, including their pain points, motivations, and psychographics.

2. Use Natural Language

Closely related to the first point is the fact that you need to write in a way that comes naturally and doesn’t appear as fake.

As a business owner, when your content is coming off as fake, then your customers may doubt your business.

Ensure you use natural language that your target audience is familiar with and when you read it out loud, it should sound like a conversation between you and your target audience. Think of your product description copy like a real conversation you are having with your friend.

3. Infuse powerful words

As an online business owner, you need to know that there are some words that are naturally powerful and can help you sell better. Infusing these words in your copy can instantly change the effect of your copy and make your customers easily hit the ‘add to cart’ button.

4. Optimize for search

Your copy needs to be set up in a way that it is easy for your audience to find it. This means understanding the basics of SEO copywriting enrol to copywriting and editing courses such as keyword inclusion, optimizing meta tags, and adding alt-image text to your product copy.

5. Make it scannable

Research shows that website visitors only read about 16% of what is on a page. This implies that you have to make your website content scannable and easy to read.

Use of the right fonts, bullet points, white spaces, and ideal paragraph length to help your readers easily digest the information on your product pages.

6. Use attractive images

Images are an essential part of a well-optimized product page. Even the best product description copywriters will tell you that images must complement the copy for readers to get a complete sense of what your product is about and why they need it.

7. Avoid duplicate copy

It is also important that you do not make use of one product description copy for more than one page. This can affect your search rank and also it can be a problem when search engines are indexing your website page. Hire a product description copywriter to craft unique content for each product you offer. This ensures you’re not using boring manufacturing text or losing traffic from customers who don’t convert.

8. Use active words and phrases

Use the active voice when writing product descriptions. For instance, instead of writing ‘the laptop is being used by writers all over the world’, write ‘writers around the world use this laptop’. Do you notice the difference in the two sentences and the impact they make?

9. Answer the question “why”

At the end of the day, your product description copy must tell the reader why they should buy your product. To do this, you must understand your readers and the motivations behind purchases.

10. Stimulate the senses

Tap into the senses of your target audience. Use vivid words and phrases that stimulate the senses of your readers as they read and then move them to make a purchase. It should not be boring, dull, or monotonous.

11. Include social proof

If you really want to make more sales on your website, tell your customers about those who have bought from you in the past and how your product made their lives better.

Social proof can come in the form of reviews and feedback and they can be embedded in your product description page so customers can see them when making a purchase decision on your website.


Investing in product description is essential for ecommerce brands that want to record higher sales.

Hopefully, these rules will guide you when hiring writers or if you decide to write your product descriptions.