There was 1.66 billion online shoppers during 2017 alone, and that number is only going up.

What does that mean for you?

That the opportunity to make more sales is going up and up.

But, if you run an e-commerce business you need every bit of your store to be perfect.

That includes your product descriptions.

Good descriptions for the items you sell can make or break whether a user decides to purchase.

At the same time, product writing tends to be one of the weak points for many e-commerce store owners. Sound familiar?

No worries. You’re in the right place.

I’ve ran several e-commerce companies and have helped others write descriptions that sell, and today I’m going to let you in on some secrets for writing epic descriptions that convert.

Follow along 🙂

Focus on features versus benefits

I see this mistake all of the time: businesses blandly stating the features of a product, and forgetting to mention any sort of benefit.

Sure, your sneakers are made of suede and have rope laces. What the hell does that tell the customer?


If you really want to excite customers into adding products to their cart, you need to focus on the benefits of the item.

Continuing with the shoe example, you could touch on:

  • How it will increase the customer’s confidence.
  • That it can be matched effortlessly with any outfit.
  • How the materials and construction will make it last longer than any other pair, effectively saving customer’s money in the long term.

Now that’s more like it!

The benefit is really what the customer is after, so you need to dig deep into what they truly desire in a product. One of the ways to do so is by analyzing reviews found on Google or any site for that matter.

Check out these Amazon review for a Bluetooth FM transmitter as an example.

Amazon review example

If you were selling this product, you could extract many useful pieces of information from these, including:

  • Sound quality is an important factor to customers
  • Customers want as little static as possible
  • A hands-free calling feature is desired
  • Charging ports should work well
  • Connectivity should be fast and easy

When writing your own product description, you can include copy touching on these benefits and you’re guaranteed to see better conversions.

Agitate customer’s pain points

The purchasing process is almost entirely emotionally based.

It doesn’t matter if were buying clothing, a car, a house, or anything in between. Most of the time it’s based on our emotions, rather than logic.

Gerald Zaltman is a professor at Harvard University that claims the consumer purchasing process is 95% emotional. He touches on this in-depth in his book How Customers Think: Essential Insights into the Mind of the Market.

With this being said, it’s crucial that you touch on the customer’s pain points and personal experiences when product description writing, as well.

For example, someone that wants to buy a fancy car might have experienced:

  • Insecurities about their older, less stylish vehicle
  • A desire to look wealthy and impress others
  • Uncomfortable seats and no air conditioning

I’m generalizing a bit, but keep with me. If researching into your ideal customer yields information like this, you can easily intertwine it into descriptions to pull on those emotions.

To dig deeper into your customer, I recommend using a tool like Google Forms. Use one of their templates, and customize it with relevant questions to learn more about your audience.

Contact forms

Send a form out to your email list and via social media. Even if you only receive a small amount of responses, it will provide very useful information that will change how you write product descriptions.

Optimize for search engines

You can have product descriptions that are the modern day Mozart, but if no one sees them, you won’t make any sales!

That’s why you need to perform keyword research before writing every product description, and ensure that you have great on-page SEO.

61% of marketers agree that improving search engine presence is their top inbound priority, and it should be for you, too.

I recommend using a free tool like Ubersuggest. Begin by entering a keyword that describes the item you’re selling.


Not only will this display metrics for the phrase you searched, but more importantly it will give you keyword ideas.

Keyword ideas

The volume is the amount of times the phrase is searched every month. The “SD” metric is the amount of competition you will have targetting it in organic search.

It’s wise to have a blend of low, medium, and high competition keywords. Low competition phrases are like the apples hanging over the fence in my backyard from my neighbor’s tree — low hanging fruit 😉 Medium and high competition search terms can net serious traffic and revenue when you rank for them eventually.

Continuing, these keywords need to be placed in vary precise areas. Google sends bots to scan your website to better understand what it is about, so we want to put search phrases in places it looks. These are:

  1. The title tag
  2. The meta description
  3. Within header tags
  4. The body of the description
  5. In the URL
  6. As the alt text of images
  7. As the file name of images

If you place keywords in these parts of your store, you’re guaranteed to get indexed for them, and it’s only a matter of time before you generate traffic.

Product description template

Here is a template that you can use every time you’re writing a product description. Fill it out with the information you’ve researched about your audience and the item itself.

  • State the features of the product(Size, colors, material, etc)
  • Mention one to three benefits
  • Explain how the product works in layman terms
  • Explain why the product is unique and better than competitors
  • State where and when a customer would use the product

Product description examples

With the main strategies out of the way, let’s look at some examples of great product writing and main takeaways.

Product description example

This shoe from Reebok shoe schools us on how to use the essential copywriting tactics we learned in this article. Firstly, notice how they follow up the features with benefits like “comfort in every step” and “Low-cut design increases mobility.” All of the features and benefits that they state deeply resonate with customers needs, showing hat they did their research and I’m sure it’s paying off big time.

Product description example 2

Here’s another fashion related item that has a solid description. This Amazon essentials backpack touches on every detail of the product, including how many compartments it has, the size measured in inches, and the benefits of using it.

Wrapping up

Product description writing doesn’t have to be very difficult.

Begin by fleshing out the benefits of using the product. What change will it make in the customer’s life? What problem does it solve? How will it make them feel? Answering these questions will make your descriptions stand out among competitors and rack in more sales.

Secondly, always tug in pain points in product descriptions if possible. These are the reasons why a customer is buying the product to begin with. It may involve some kind of lack, insecurity, and issue they are experiencing. Mentioning it elicits emotions and will make them more likely to purchase.

Lastly, always optimize descriptions for search engines. Research keywords that you can include in the areas I outlined earlier, and you’ll see an increase in organic traffic to product pages.

So, what are you waiting for? Start using these strategies today to write epic product descriptions.