A Better Way to Write eCom Product Descriptions

Product Descriptions Aren’t for SEO. They’re for Conversion.

Most eCommerce stores treat product descriptions like filler. A few keywords. A sentence or two. Done.

That’s a waste.

Because when buyers are hovering over the “Add to Cart” button, your description is your closer. And if it’s vague, confusing, or hard to skim they’re gone.

This post shows you how to write product descriptions that don’t just describe they convert.

Why Most Product Descriptions Underperform

Let’s be clear: Your product description won’t save a bad product.

But it will:

• Increase conversion on well-designed pages
• Reduce return-related confusion
• Boost time-on-page (which can help SEO too)

Here’s what most sellers do wrong:

• Start with fluff
• Only describe features
• Don’t show scale, fit, use, or context
• Use walls of text

Let’s fix that with a better system.

Use This 3-Part Framework

Use this every time, regardless of your niche.

1. Hook with a Buyer Benefit (First 2 Lines)

Start with the outcome, not the product.

Example (bad): “This is a ceramic mug with 12oz capacity.”

Example (better): “No more lukewarm coffee. This double-wall ceramic mug keeps your brew hot for hours without burning your hands.”

Ask: What frustration does this solve?

Related: Homepage Copy That Doesn’t Waste Space

2. Follow with Bullet Points (Clarity > Creativity)

Use 3–5 bullet points to clearly explain:

• What’s included
• Who it’s for
• What it’s made of
• How to use it
• Any sizing or fit notes

Buyers are skimming. Make it easy to process.

Good bullets:

• Material: 100% organic cotton
• Fit: Relaxed, slightly oversized
• Care: Machine wash cold, tumble dry low
• Ships from: New York, USA

Related: Fix This in Your Product Listings to Rank Better

3. End With Specifics or Social Proof

If they’re still reading, they’re serious.

Close with one of the following:

• A key differentiator (“We source our leather from family-run Italian tanneries”)
• A guarantee (“30-day no-hassle returns”)
• A customer quote (short + credible)

Optional: Link to a care guide, FAQs, or reviews

Write for Skimmers, Not Copywriters

Your audience isn’t looking for poetry. They want clarity.

Here’s how to keep it readable:

• Use headings and subheads
• Avoid paragraphs longer than 3 lines
• Make measurements easy to spot
• Bold key info like sizing, material, shipping

Remember: most people are reading this on a phone.

Related: One-Page Store Design That Converts on Mobile

Add Visual Anchors Not Just Text

Descriptions don’t live in isolation. They work with your product images.

Use your description to highlight:

• Details shown in images (zippers, pockets, texture)
• Lifestyle use (mention how it fits into a day)
• Sizing references (especially with models)

Example: “Model is 5'8" wearing size M. Runs slightly large size down for a fitted look.”

Related: Homepage Layouts That Work for New Stores

Don’t Let AI Write Like AI

It’s tempting to generate descriptions with a tool. That’s fine as long as you rewrite them for tone and clarity.

AI output often:

• Overuses fluff
• Repeats phrases
• Ignores actual product specs

Fix it by:

• Reordering sentences (lead with benefits)
• Swapping vague terms (“high-quality”) for specifics
• Cutting generic filler

Related: How I Set Up a Lead Funnel With 3 Tools

Quick Fixes for Old Product Pages

If you already have 100+ products, don’t start from scratch.

Start here:

Pull up your top 10 bestsellers

Update the first 2 lines with a clear outcome

Add 3–4 bullets with specs and use case

Bold key info (like shipping or return window)

Then test:

• Click-through rate from collection pages
• Add-to-cart rate
• Time-on-page

If those go up, expand to other products.

Related: Tracking the Right Metrics in Paid Funnels

Product Description Examples That Convert

Example 1 – Skincare Serum Tired of serums that feel sticky or take forever to absorb? This lightweight formula delivers hydration in 15 seconds flat no residue, no wait.

• 2 oz glass bottle
• Hyaluronic acid + niacinamide
• Fragrance-free
• Dermatologist-tested

Example 2 – Reusable Grocery Bags Ditch flimsy plastic bags. These heavy-duty totes carry 50+ lbs and fold down to fit in your glove box.

• Set of 3
• Washable canvas
• Reinforced handles
• Ships plastic-free

Related: How to Fix a Boring Product Page

Conclusion: Stop Writing Like You’re Describing. Start Writing to Sell.

You’re not writing a label. You’re writing a pitch to a buyer who’s already interested.

To write product descriptions that drive conversions:

• Lead with the outcome
• Use bullet points for specs, not sentences
• Write for mobile skimmers
• Sync copy with your images
• Update your top performers first

You don’t need to be clever. You need to be clear.

Suggested next reads:

• What Etsy Sellers Overlook About SEO
• Best Shopify Apps That Actually Drive Sales
• How to Grow an eBay Store from Scratch