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7 Best Practices to Write Product Descriptions That Convert

Why do you need product descriptions on your e-commerce store? According to an article published in the Search Engine Journal, product descriptions educate your site visitors and convince them to purchase. Professional online stores understand this requirement and write product descriptions in the right way. Apt descriptions will help prospective buyers to understand your product better so that they hit the Buy button and buy your merchandise.

Though many e-commerce store owners know how to compose product descriptions, many do not follow the best practices. In this article, we will walk you through the seven ways you can write outstanding product descriptions that convert. Read on to learn more.

1. Display all product information

If you do not know what information to communicate to your customers related to your products, it becomes a little challenging to plan your content. You need to mention all details related to your items including date manufacturing, product specifications, and benefits, as well as how-to’s in the form of a checklist in spreadsheets.

When you are composing your product descriptions, you need to mark them as done as you proceed. This step is essential to make sure that you do not miss essential descriptions on your e-commerce website.

2. Find the transactional search phrases or keywords

SEO is important to optimize your e-commerce site to generate traffic, leads, and sales. Therefore, the product descriptions are composed keeping in mind SEO and search engines. A planned and SEO-friendly approach will give you better results in the search engine results pages (SERPs).

That is why need to use Google Keyword Planner or SEMrush to research the relevant keywords or KWs. You also need the Keyword Insights tool to recognize the search intent of search phrases. Once you know the search intent of these KWs, you can use the apt KWs for all your product descriptions. You need to follow the approach for all the products displayed on your site and choose only those search phrases that have transactional intent.

3. Perform a meticulous competitive analysis

When you do a competitor analysis, it does not imply you should figure out how they wrote the product descriptions. You need to analyze as a customer to detect the gaps in informing and convincing shoppers, not as competitive businesses to copy the descriptions and use them in your website.

Think like a customer and make a list of the mistakes so that you can convert these into a checklist. When you write your product descriptions, you can review the same to make certain you are not making the same blunders as your competitors.

4. Focus on features vs. benefits

Shoppers come to your e-commerce website for various products in various ways. That is why you need to focus on features vs. benefits depending on your e-commerce store products. Let us explain this point with the help of an example. For instance, when a shopper is purchasing a smartphone online, he or she will look for the product specifications like camera quality, resolution, screen size, memory, and so on.

Then, when customers are looking for beard growth products, especially oils, they will like to read the benefits of such a product in the first place. Therefore, whether you want to list features or benefits depends on the kind of products you sell.

You need to figure out how consumers purchase your products on the internet, prioritize, and include the information they need when it comes to your product descriptions. That is why you need to write descriptions accordingly to remove any obstacles to lead generation and conversion.

5. Focus on the 4Cs of product copywriting

Any e-commerce venture is time-critical and all entrepreneurs like to launch their business as soon as possible. Then, that does not mean that you compromise with the quality of the product descriptions. If the copy isn’t written professionally, you will not see leads, conversions, and revenues. It is as simple as that.

That is why you need to focus on the 4Cs of production copywriting. Here is how:

Concise: When it comes to your product descriptions, write less for the descriptions, using fewer words. You need to show your creative writing skills here. Write succinct and lucid product descriptions to make them effective.

Clarity: The descriptions should have clarity so that both your customers and influencers understand them clearly.

Credible: You need to share correct and authentic product descriptions. Avoid any sort of exaggeration. There is no need for that. If you do so, people will not trust your brand and buy from your e-commerce site.

Compelling: Write in a way to address buyer needs, challenges, expectations, demands, and of course, solve their problems. Make sure you write in a way to make your prospects feel that the products are just for them to use.

6. Write creative and catchy taglines

You need to write creative product taglines that resonate with your audiences. When it comes to luxury, premium brands, or for that matter, niche products, you have an elite audience that you may target through creative taglines and apt social media content. That is why you need to show your creativity here and not just depend on the KWs to write effective taglines.

If you do not have the skills or the time to write creative or catchy taglines, you can hire seasoned copywriters, who know their job extremely well. Avoid penny-pinching. Remember you need to write the best descriptions and taglines to ensure conversion. There is no shortcut to the process.

7. Include your brand story with a brief background

Including your brand story is essential for sellers on marketplaces as well as e-commerce stores. When you own a startup or have a niche business, marketplaces will help you ensure initial traction and online visibility. That is why you need to tell your brand story. Let your customers figure out what business you have and why they should buy your products.


Now that you have these tips handy, make sure you implement them to write effective product descriptions that convert, generate leads, and boost sales. Do not forget the optimization of your e-commerce website.