How to write product descriptions that sell
A shopper cannot pick up your product, smell it or try it on. Your description does that job for you. A good one is short, specific and written for the person who is about to decide, and it is easier to write than most people think.
Start with what the product does for the buyer
A feature is a fact about the product. A benefit is what that fact means for the buyer. "Hand-poured soy wax" is a feature. "Burns slowly and cleanly, so one candle lasts through many evenings" is the benefit. Shoppers care about the second, but they trust the first, so you need both.
A simple way to write each line is to state the feature, then finish the sentence with "so you can" or "which means". If you cannot finish the sentence, the feature probably does not belong in the description.
Open with the one thing that matters most to your typical buyer. Many shoppers read only the first two lines, and search engines often show the start of the description in results, so put the main idea there.
A structure that works for most products
- One opening sentence. What it is, who it is for and the main benefit.
- A short paragraph that adds the story or the use: how it is made, when people use it, what makes it different.
- A bulleted list of details. Size, weight, materials, what is included, care instructions.
- Practical notes. How long it takes to make or ship, whether it can be personalized, what to do if it is not right.
Lists matter more than writers expect. People scan product pages, and a list of six short details is far easier to take in than the same facts buried in a paragraph.
Answer the questions buyers ask before they ask them
Look at the messages you get from customers. Every question is a gap in a description. The usual ones are:
- How big is it, really? Give measurements, and compare to something familiar if you can.
- What is it made of, and is it safe for the use I have in mind?
- How do I look after it?
- Will it fit or match what I already own?
- When will it arrive, and what happens if I need to return it?
- For a digital product: what file type is it, and what do I need to open it?
Be honest about limits. Saying a bag is "roomy enough for a laptop up to 13 inches" prevents a return and builds trust. Shoppers forgive a limitation they were told about. They do not forgive a surprise.
A before and after example
Here is a made-up product, a ceramic mug, described the way many sellers first write it:
Before: Beautiful handmade mug. High quality ceramic. Great gift. Available in blue. Dishwasher safe. Buy now!
Nothing in it is wrong, but nothing in it is useful either. "Beautiful" and "high quality" are claims anyone can make. Here is a rewrite:
After:
The Harbor Mug holds 12 oz, enough for a generous morning coffee, and the wide handle fits two fingers comfortably, so it stays easy to hold when it is full. Each mug is thrown by hand and glazed in a deep blue, so no two are exactly alike.
- Capacity: 12 oz (355 ml)
- Size: 3.5 inches wide, 3.75 inches tall
- Stoneware with a food-safe glaze
- Dishwasher and microwave safe
- Ships in 3 to 5 business days, packed in recycled paper
The second version tells the buyer the size, the feel, how to care for it and when it arrives. It also uses fewer empty adjectives than the first. Notice that "great gift" is gone: if gifting matters, say why, for example "comes in a plain gift box with space for a note".
Read each description out loud before you save it. If you run out of breath, split the sentence.
Write it in your own voice
Write the way you would talk to a customer standing at your stall. Use plain words, short sentences and the second person ("you"). Avoid filler such as "must-have" and "perfect for everyone". If two products are similar, do not copy one description across both: the differences are what the buyer needs.
Adding descriptions in Payly
In Payly, the description box on each product has a toolbar for bold, italic, headings, bulleted and numbered lists and links, and the product page shows the description exactly as you format it. Text pasted from another site keeps its bold, lists and links and nothing else. See Add a product for the full steps. Because the start of your description is also used for the short text search engines show, Help customers find your store on Google is worth a read once your products are in. Payly is free, with no monthly fee and no commission, so you can try it with a few products and refine the wording as customers ask questions.
Questions
How long should a product description be?
As long as the buyer needs and no longer. A simple item might need 50 words and a list. A product with many options or a technical use may need several hundred. If a sentence does not help someone decide, cut it.
Should I use the manufacturer's description if I resell a product?
It is better to write your own. Copied text is the same on every store that sells the product, and it rarely answers the questions your customers ask. Check whether you have the right to reuse any text or photos from a supplier.
Do I need to update descriptions later?
Yes, when something changes and when customers keep asking the same question. A sentence added after the third identical email saves you the fourth.
