As an online business, you must know how to write product descriptions. How you describe your products determines if people will buy from you or not. It doesn’t matter if your products are of excellent quality, if your product description is weak, you won’t make sales.

bear in mind that you aim to convince customers to make a purchase

To make it as an e-commerce business, you have to know how to market your products. Customers are always looking for the perfect products. If you don’t know how to write product descriptions, then you should seek help from professional writers. You can easily buy articles online by hiring professional writers who can help you with your product description.

The way you present your products determines the kind of customers you attract. You need first to understand what your customers need before you come up with product descriptions. Customers who shop online almost always read product descriptions before settling on what they want to buy.

As you write the product description, bear in mind that you aim to convince customers to make a purchase. An effective product description should convince people beyond a reasonable doubt that you offer the products that cater to their needs.

Know your Target Audience

Before you set out to write product descriptions, you have to know who your target audience is. Since you’ll be convincing people that your products are the best in the market, you need to know who you’re talking to.

Once you know your customers’ preferences, you can easily tailor your product descriptions to highlight the needs they want to be fulfilled. Using customer data, you can come up with personas that represent your customer base.

Even though your products have many features, you have to be tactical about which ones should be highlighted. This, however, does not mean you should lie to get the attention of your audience. If you lie about a product feature, customers will find out as soon as they start using it. Eventually, you’ll lose many customers because people are wary of illegitimate online businesses.

Some of the questions you should ask yourself before writing product descriptions include

  • How did customers arrive at your page?
  • What is their general interest?
  • Why would these customers be interested in your online store?
  • What product features would interest your customers?

Focus on the Benefits your Products have

The truth of the matter is, every product people buy online has its upside and its downside. For you to sell products, you need to focus on the benefits your products have.

Showcasing the unique specs is how you win customers in such a competitive marketplace. You need to tone down your excitement when it comes to sharing the qualities of the product and approach this tactically.

Many customers don’t want to know the mundane stuff because all they’re thinking about is how your product will benefit them.

Ensure that your product descriptions are a series of factual statements that encourage purchases. Use words to tell customers how your products will improve their lives.

Give all Relevant Details

A good product description should not be half-baked. You need to tell the full story. Including all necessary details ensures that you connect with your customers on a personal level.

You don’t want to rush through writing a product description because then, you won’t pack the emotional punch each product description should have.

Emotions influence most online purchases because people are always looking for a personalized shopping experience. If you offer a product that many other online vendors sell, find the gap in the market and use your product description to fill it.

Use a Natural Tone

Before publishing a product description, make sure you read it out loud to determine how it sounds. If the tone is unnatural, then you need to edit it before putting it out there. Customers can easily pick up on an unnatural product description because they’re always on the lookout for authenticity.

Product descriptions should read like real conversations between people who know each other. If it’s reading like a computer-generated passage, it will most likely repel customers.

Imagine you’re recommending a product to a close friend and use this approach to coin your product descriptions. Injecting a little life in your product descriptions is what will get customers buying.

A natural tone is quite easy to achieve because all you have to do is assume you’re having a friendly conversation. This helps customers to connect with your brand, and you can use this connection to establish a genuine business-customer relationship.

Invest in Power Words

The words you use have a great impact on how your product description sounds. You need to use power words that sell because they naturally elicit emotional responses from your customers.

This is an excellent way of increasing sales because many people use their emotions to guide their purchase decisions. With power words, you can easily convince a customer in doubt to leap.

Here is a list of some of the power words you should consider using;

  • Eye-opening
  • Mind-blowing
  • Fearless
  • Excited
  • Sensational
  • Staggering
  • Happy
  • Jaw-dropping
  • Fulfill

Make the Product Description Easy to Read

Reliability plays an important role in product purchases because customers cannot buy a product without reading its description. If the product description is hard to read, many will hit the back button and look for the same product someplace else. After all, customers have so many online stores to choose from.

Since you’re not the only option in the market, you have to ensure you do everything in your power to keep customers on your website. Improving reliability means customers can tell what the product specs are without reading the product description word for word.

People have a concise attention span, which means you need to make it easy for customers to find the information they’re looking for. That is why knowing who your customers are is very important.

If you target your customers with the wrong product description, you won’t get their attention no matter how well you wrote the descriptions.

Make use of bullet points, white spaces, short paragraphs, as well as different font sizes to make the content super scannable.

When you’re talking about ingredients, for instance, it’s better to put them in bullet points so that people have an easy time scanning through them.


When writing product descriptions, you need to ensure you capture the information customers are looking for. Knowing your customers makes it easy to write product descriptions that capture the attention of the ideal buyer. Make sure you invest in power words that sell as they help you increase sales.