How to perfect your online product descriptions

From candles and coffee to skincare and stationery, one of the first things that will likely spring to mind when you sell online is how you’re going to describe your goods. So where do you start when it comes to creating the perfect online product descriptions?

The purpose of online product descriptions

Writing to sell your product is undeniably important. Once a visitor has landed on your product page, you’ve already successfully engaged them to want to find out more about what it is you’re selling. It’s imperative that on an individual product page, you use the description copy to present potential buyers with all the information they could possibly need to make a decision and actually convert to a customer. Here’s what to consider…

Go back to basics

There are two things you’ll want to consider before you begin writing and these are the length and layout of your online product descriptions. Once you have this set, you’ll have an easy to follow format that you can go back to each time you come to write a new description.

In terms of length, product descriptions can range dramatically. Remember, time is of the essence here and customers won’t want to spend theirs by reading reams and reams of product copy. Instead, keep your descriptions to the point and easy to scan whilst allowing your brand personality to shine.

Try adding a headline that describes exactly what your product is (no fancy names here), then stick to short sentences and for the essential details like dimensions, add these below in a list of bullet points to offer your customer a quick, easy-to-scan overview of the key information. Oh and don’t forget font size too – this information should be extra user-friendly.

Define your audience

This is key for all e-commerce copywriting, however, it’s especially important when it comes to writing online product descriptions. If you try and write to appeal to everyone, you’ll actually do the opposite and so by defining your target audience, you’ll develop a clear understanding of exactly who you’re addressing.

Focus on benefits over features

Once you’ve defined your target audience, focus on showcasing the true benefits of your products instead of listing feature upon feature. Customers want to know what your product can do for them, so write to tell them exactly that.

Cult Beauty lead by example, each of their product descriptions is brimming with benefits. As you’ll see from the description below, they get straight into communicating the many benefits this product offers their customers.

‘Renaissance Mask is a luxurious, buttery balm designed to increase cell turnover, boost radiance and gradually reduce the appearance of fine lines and imperfections. Natural Fruit Acids loosen the bonds in the upper dermis to remove tired cells and alleviate congestion; Lactic Acid stimulates cell regeneration and Prebiotics help fight bacteria for a luminous, blemish-free complexion. Suitable for all skin types.’

Don’t forget keywords

An excellent way to boost your SEO efforts is by adding relvant keywords to your product descriptions. These are the search terms potential customers are already typing into Google. SEO expert Pri from Brilliantly Visible says, ‘Knowing which words and phrases your ideal customer is using and the search intent behind them, (looking for information or to make a purchase) makes it easier to write your descriptions and rank in Google.’

Tell a story

Don’t forget, when you’re selling online, customers don’t have the luxury of being able to experience your product in person. This means it’s key for you to tell a story and help your customers to picture what your product is like in real life and how it will suit their lifestyle. Using sensory words to describe your products is a powerful way to do this and helps to create a captivating vision of what your product is like up close and personal.

Take Jo Malone for example. Notice the words highlighted in bold in this description of their Sweet Almond and Macaroon Candle – nearly every other word is sensory to create a story around the scent.

Delectable macaroon. A comforting confection of sweet almond and creamy coconut. Rich with cherries. Softened by vanilla. Warm and cocooning.’ 


  • Avoid using blank terms like ‘high quality’ that in reality don’t really tell your customer anything significant
  • Make sure your product descriptions still reflect your overall brand voice
  • Your descriptions need to be unique, Google doesn’t like copycat text
  • Create a sense of urgency by using persuasive language that will subtly guide your customers to make a decision and shop

If you need help creating the perfect product descriptions for your brand, get in touch here.

Blog first appeared on Small and Mighty Co.

minimal skincare products on shelf