On an online store, the product description has to do what a good shop assistant would: explain what the product is, who it's for, why it's worth the price and whether it will suit the shopper. Most descriptions do none of that. They repeat the manufacturer's spec sheet, which every competitor also uses. Here's how to write descriptions that persuade shoppers and help your products appear in search.
Know who you're writing for
Before writing, answer:
- Who buys this, and what are they trying to achieve?
- What would make them hesitate?
- What words do they use to describe it?
- How do they compare it with alternatives?
Reviews, customer questions and search queries are full of answers.
Features vs benefits
Features describe the product; benefits describe what changes for the buyer. Good descriptions connect the two.
| Feature | Benefit |
|---|---|
| 600-denier recycled polyester | Shrugs off rain on your commute, made from recycled bottles |
| 15-inch padded laptop sleeve | Your laptop arrives safe, even when the bag gets thrown around |
| Lifetime guarantee | The last backpack you'll need to buy |
| 1.1kg | Light enough to carry all day without noticing |
A structure that works
- Opening line: what it is and the main benefit, in one sentence
- Short paragraph: who it's for and how it helps
- Scannable bullet points: key benefits with the features that support them
- Details: specifications, materials, dimensions, care instructions
- Reassurance: delivery, returns, guarantee
- Answers to common questions
Write for scanning
Most shoppers scan before they read. Use:
- Bullet points for key benefits
- Short paragraphs
- Bold text for the most important details
- Tables for specifications
| Specification | Detail |
|---|---|
| Dimensions | 45 × 30 × 15 cm |
| Capacity | 22 litres |
| Weight | 1.1 kg |
| Material | Recycled polyester |
| Care | Wipe clean |
Answer objections before they're asked
| Common hesitation | Address it with |
|---|---|
| "Will it fit?" | Size guide, exact dimensions, model's size and fit notes |
| "Is it good quality?" | Materials, reviews, guarantee |
| "What if I don't like it?" | Clear returns policy |
| "When will it arrive?" | Delivery times and costs |
| "Is it worth the price?" | Benefits, comparisons, longevity |
Answering these on the page reduces returns, which our guide on reducing e-commerce returns covers in detail.
Use keywords naturally
- Use the words shoppers actually search, such as "waterproof laptop backpack", in the title, opening line and headings
- Include variants and related terms naturally: "commuter bag", "rucksack"
- Write unique descriptions; duplicate manufacturer text gives search engines little reason to rank you
- Write a specific title tag and meta description for each product
Pair descriptions with product schema, so search engines can show price, availability and ratings. Our e-commerce SEO checklist covers the technical side.
Write in your brand voice
A playful brand and a premium brand should sound different. Agree a few voice rules, such as sentence length, words you use and avoid, and level of humour, and apply them consistently. Our article on brand voice guidelines explains how.
Scaling across a large catalogue
- Start with your top-selling and highest-margin products
- Create templates for each product type, with consistent structure
- Collect accurate product data in one place
- Use AI to draft from that data, then edit for accuracy and voice
- Review and update descriptions using customer questions and returns data
Product description checklist
- Clear opening line with the main benefit
- Benefits connected to features
- Scannable bullets and a specification table
- Sizing, fit or compatibility information
- Delivery, returns and guarantee details
- Unique text, not copied from the manufacturer
- Natural use of search terms
- Consistent brand voice
Before and after example
Before (manufacturer copy)
Backpack. 600D polyester. 22L capacity. Laptop compartment. Multiple pockets. Available in black and navy.
After
The waterproof commuter backpack that keeps your laptop safe, rain or shine.
Built for daily commutes, this 22-litre backpack shrugs off showers and keeps a 15-inch laptop protected in its own padded sleeve.
- Stays dry: water-resistant recycled fabric and sealed zips
- Protects your tech: padded laptop sleeve, raised off the bottom of the bag
- Easy to organise: quick-grab front pocket for keys and cards
- Comfortable all day: padded, adjustable straps and a breathable back panel
Free UK delivery over £50 and 30-day returns.
The rewrite leads with the benefit, speaks to the buyer's situation and answers questions about protection, comfort and returns.
Templates by product type
| Product type | Lead with | Must include |
|---|---|---|
| Clothing | Fit and feel | Size guide, fabric, care, model's size |
| Electronics | What it lets you do | Specs, compatibility, what's in the box |
| Food and drink | Taste and occasion | Ingredients, allergens, storage |
| Beauty | Result and skin type | Ingredients, how to use, size |
| Furniture | Look and comfort in a room | Dimensions, materials, assembly, delivery |
| Gifts | Who it's for and why it delights | Gift wrapping, delivery dates |
How we help
Our product page SEO service writes and templates descriptions at scale, alongside schema and technical fixes. For a full store, see our Shopify and WooCommerce store service.
The short version
Write for a specific buyer, connect features to benefits, use a scannable structure, answer objections, add a specification table, use search terms naturally, keep descriptions unique, write in your brand voice and scale with templates starting from your best sellers.
