7 Rules of Writing a Powerful Ecommerce Product Description

In today’s competitive e-commerce environment, it is critical to set yourself apart from the competition by having an amazing product description that increases your conversion rate and overall sales. A good product description provides more than just basic product details, and it allows you to persuade your customers that purchasing your specific product brand is necessary.

Product descriptions provide the vital information that shoppers need to be able to make a decision on whether or not they should buy your product. Compelling product descriptions sell products. Poorly written ones leave shoppers confused and frustrated and ultimately turn them away from conversion.

Being a critical component of any e-commerce site, product descriptions can either enhance or damage the shopping experience, depending on how much effort you put into them. That’s why it’s important to follow these seven cornerstone rules for writing a powerful product description for your store.

1. Decide on a Product Description Format

There is a lot of confusion over product description formats. Should you use bullet points or paragraphs? Why do some sites have their reviews on the left and others on the right?

Have you ever been on Amazon and noticed that the product description on one page is different from the others? It’s not just a mistake or typo. Most likely, it’s an experiment where Amazon has changed the formatting in some way to improve conversion.

How should you write your descriptions? What are the rules of product description writing? When should you use bullet points, when to get more specific, how vague should you be, and how long should they be –  these are some of the questions that you need to answer before finalizing a product description format for your e-commerce store.

No matter what format you go with, make sure you also decide on a specific word count. Trying product descriptions of varying lengths might not be lucrative if you are running a new online store

Try to keep the word count consistent so that readers know how you talk about the product. However, you don’t have to be too picky on this. It’s perfectly alright if the word count is slightly different on various product listings. To make sure that the text length doesn’t go off track, try using a word counter. A word counter can help you keep track of the total number of words you have written in a product description. In this way, you will be able to maintain a consistent text flow among all the product descriptions on your online store. 

2. Use High-Quality Videos and Images

Videos and high-quality images can be extremely powerful tools to sell your product. But the challenge is video marketing is hard to do when you are a beginner. While creating a video and image graphics isn’t something you can do overnight, following the right strategy can help a lot. 

I urge you to use videos and photos to show your product. I think it will help with the sales. It just makes the buying experience so much better for your customers, especially for people who are too lazy to read long descriptions.

Did you know that the number one reason customers don’t buy online is that they can’t see the product in person? By using well-filmed, high-quality images and videos of your products, you can delight your customers so much that they start buying immediately.

3. Focus on Using Sensory Words

When writing product descriptions for your online store, you need to focus on using sensory words. Sensory words are the secret weapon for your product descriptions. If you use them, you’re already winning the battle against your competitors.

Have you ever put your hands on a pair of jeans that felt like butter? Or wear a cotton t-shirt that was softer than your pillow? How about jeans that hugged your skin like you were wearing pajamas?

These are all examples of using sensory words in product descriptions. Use distinct words in your product descriptions to evoke the senses and allow customers to feel what it’s like to own the product.

Sensory words help you paint a clear picture for your customer about your product or service. These words are descriptive and can be used to encourage users to feel or experience something. Sensory words are not only some of the most powerful storytelling verbs, but they also have a unique power to influence buying decisions.

4. Describe Technical Aspects of the Product

eCommerce stores sell a variety of products through the World Wide Web. Each product is likely to have distinct features. To make your product sound good, you have to talk about all of its technical aspects.

You cannot describe the technicalities until you learn everything about the product before writing its description. Especially eCommerce sites selling smartwatches, smartphones, tablets, Drone cameras, and other gadgets have to be serious about the product descriptions.

Specs and features should be mentioned correctly. You cannot afford to indicate wrong specifications because it can ruin your online reputation. Make sure to double-check the product description once you are done with it. 

5. Write Descriptions for the Ideal Target Audience

While writing for your eCommerce website, it can be challenging to write for the ideal audience. What should you focus on? How do you connect with your reader? What tone should you use? 

Product description targeting the right audience is a must if you want to increase sales. But how do you write them? This is often something that new business owners focus on as they create their first products. 

The best way to start is to talk to your target market. The ideal market for any business is not going to be the same on every site. This means you might need to create different descriptions for each of your listings. Before you start writing your product description, pay attention to your target audience. When writing product descriptions, one of the most important elements in creating a message that hooks your ideal customer.

For instance, you might be running an online garment store selling apparel for people of different ages. In that case, product descriptions have to be different for people of different age levels. You are not supposed to right the same copy for kids’ wear and teen dresses. Keep your target audience in mind while creating a product description.

6. Show How the Product Can Benefit Users

Product descriptions play a critical role in helping you sell your product as they allow you to specify the advantages and benefits that your product offers. To effectively use them, it’s critical to focus on creating effective copy that speaks to the specific needs of your customers. Focus on writing unique, professionally-polished descriptions that will help you improve sales.

If you are selling products on the web, the number one thing that can help you increase your sales is a well-written product description talking about the product benefits. 

Talking about the advantages of your product is crucial because people tend to buy stuff that can benefit them. They don’t take an interest in things that make no difference to them. Therefore, your product descriptions should revolve around the product benefits that users can enjoy after purchasing that specific product.

7. Set Goals for Your Product Descriptions

What would you like to achieve through your product descriptions? This is the question that you need to answer first. If you have your goals defined, you will be able to write a good production description that can help achieve your goals.

Setting goals for your product descriptions can help you improve SEO and increase sales. Clicking on a link to purchase is the ultimate goal of most online shoppers, and this can be used to your advantage. 

As an eCommerce business, you want to design your product descriptions specifically to convert customers into buyers. If you want to achieve that goal, then you have to write details that makeup good, conversion-oriented product descriptions.

Getting repeated customers is another common goal of e-commerce stores. A great description will keep customers engaged with your business and keep them coming back for more. Your description should be written in an engaging, conversational manner and should feel more like a story than a technical manual. Instead of focusing more on other aspects, try telling a story about how your product will enhance the customer’s life or solve their problem.

Being in the top search results is another goal that online retailers want to achieve through product descriptions. You need to use keywords in your descriptions that potential customers might use when searching for products like yours. This will ensure that your product descriptions are found by the right people when they are searching online.

There is a lot of information to know when it comes to product descriptions, but the most important goal you need to set for your product descriptions is what you want your customers to do after reading product descriptions. 

Do you want them to buy the product? To learn more about it? To share the information with their social network? To come back and read more of your product descriptions? Or something else? Whatever it is, make sure that you have already set a goal for your product description so that you can track its success.


For some reason, product descriptions have always been kind of overlooked. Everyone knows that you need to create killer headlines, images, and a well-structured description to increase your chance of getting maximum sales.

Content gives your potential customers an insight into what your product or service is about. It allows them to see if it is something that would be useful for them in their day-to-day lives. This can result in more sales for your business.

Johnny McKinsey
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