How to Write Product Descriptions that Drive Sales

Starting your online store is exciting—you're ready to show the world what you make—but it also means you’re competing with thousands of other sellers. Your products are amazing, and you know buyers are going to love them, but how do you stand out from everyone else?

If you’ve scrolled through enough online shops looking for inspiration, you’ll notice a lot of lackluster product descriptions. If you want your online shop to stand out, you need to write better product descriptions that drive sales. While your competitors are writing generic product descriptions or forgetting key details, you have the chance to stand out with informative descriptions that connect with your ideal customers.

A great product description doesn't just say what you're selling; it tells your customer exactly why they need it and how it will enrich their lives. Yes, even stickers or a macrame plant hanger can enhance lives by bringing joy each time you see them.

Your product descriptions are one of the most powerful tools you have to turn casual browsers into excited buyers, and the best part? It doesn't cost anything extra to write compelling descriptions that set your products apart from the competition.

What is the purpose of a product description?

Your product’s description explains what the product is, highlights its features and benefits, and persuades a customer to make a purchase. Think of it as your virtual sales assistant—it's working 24/7 to help potential buyers understand your product, see its value, and feel confident about buying from you.

Great product descriptions do more than just describe the attributes of the product. They showcase value, build trust, and encourage purchases by speaking directly to what your customers care about. The best product descriptions use a combination of storytelling, sensory language, and your unique brand voice to make products feel compelling and irresistible to the right buyers.

Since customers can't physically touch or examine your products online, descriptions play an important role in bridging that gap. They work alongside your product photos to communicate everything a customer needs to know and feel about what you're selling.

Why are great product descriptions important?

Product descriptions directly influence whether customers choose to buy from you, and the impact is huge. Up to 87% of online shoppers consider product descriptions essential for making buying decisions, with clear descriptions boosting conversion rates by as much as 78%. That means better product descriptions can double your sales without changing anything else about your business.

Here's why they matter so much:

They boost conversion rates. When customers understand exactly what they're getting and why it's perfect for them, they're way more likely to buy. Clear, compelling descriptions remove doubt and create excitement.
They give you a competitive edge. While your competitors are using boring, generic descriptions, yours can showcase personality, expertise, and genuine care for your customers' needs.
They build trust and credibility. Well-written descriptions make your online store look professional and reliable. Incomplete or missing details can make a shop seem untrustworthy or unfinished to shoppers, which can quickly kill sales.
They reduce return rates. When customers know exactly what to expect, they're less likely to be disappointed and return items, saving you time, money, and hassle.
They enhance SEO. Search engines love unique, detailed content. Good product descriptions help your products show up when potential customers are searching for what you sell.

How long should your product descriptions be?

Typical product description should be between 150 and 300 words, but the ideal length depends on your product's complexity and what your customers need to know.

Simple products like stickers, pins, or basic jewelry work great with 75–150 words or even concise bullet points. Customers already understand what they're buying, you just need to highlight what makes yours special.
Most products do well with 150–300 words, giving you enough space to cover key features, benefits, and some personality without overwhelming busy shoppers.
Complex products like handmade furniture, technical gear, or items with lots of customization options might need 300–400 words or more. When customers are making a bigger investment or need to understand how something works, don't be afraid to give them the details they need.

The important thing to remember is matching your product description length to your customer's decision-making process. If they need more information to feel confident buying, give it to them. If they only need the basics, keep it tight and focused.

How do you write a good product description?

Writing good descriptions goes beyond just listing features of your product. You need to connect with your customers, address their needs, and make them feel excited about what you're offering.

Here's how to write better product descriptions:

Know your customer

When writing your product descriptions, use the same words your customers use within the description and address any pain points they may be experiencing. If you're selling to busy parents, focus on convenience and durability. If your audience is college students, emphasize affordability and style.

Use language and tone that resonates with your ideal customers. A luxury handbag description should feel different from a description for quirky enamel pins. Research how your customers talk about the products they love, then mirror that energy and vocabulary into your product descriptions.

Address specific needs, pain points, or aspirations relevant to your target market. What problems does your product solve? What dreams does it help fulfill? Lead with those.

Highlight benefits, along with features

Key features, like size, materials, and specs, are necessary to talk about in a product description, but don’t stop there. Explain the benefits and how the product improves the buyer's life or solves a problem they have.

Instead of just saying "made with organic cotton," explain why that matters: "Made with 100% organic cotton that's soft against sensitive skin and gets even cozier with every wash." The feature is organic cotton. The benefit is comfort and peace of mind.

Be clear, concise, and scannable

Online shoppers scan quickly, so make your descriptions easy to digest. Break text into short paragraphs or bullet points, and emphasize the most important details at the beginning.

Use bold or italics for emphasis on key features, but don't overdo it. Too much formatting makes everything look equally important, which means nothing stands out.

Put yourself in your customer's shoes. If you were quickly scanning the description while shopping, would the most important information jump out at you?

Use sensory words

Help customers visualize and "feel" the product with sensory words that paint a picture. Instead of "nice fabric," try "buttery-soft cashmere" or "crisp cotton that holds its shape."

Be specific whenever possible. "Vintage-inspired brass hardware" is way more compelling than "metal details."

Think about texture, color, weight, size, and how the product fits into someone's life. The more vividly you can help customers imagine owning and using your product, the more likely they are to buy.

Incorporate your brand voice

Whether your brand is casual, playful, professional, or luxury, make sure the words you use reflect your brand's voice. Your product descriptions should sound like they come from the same person who writes your social media posts and emails.

If you're fun and quirky, let that show. If you're sophisticated and minimalist, keep descriptions clean and elegant. Customers connect with brands that feel authentic and consistent.

Use storytelling

If appropriate, weave a brief narrative that puts the product in context or ties it to the buyer's lifestyle. Maybe you explain the inspiration behind a design, describe how you use the product yourself, or paint a picture of where the customer might wear or display it.

For example, instead of just describing a ceramic mug as “handmade stoneware,” you might write: “I designed this mug for those quiet Sunday mornings when you want your coffee ritual to feel special—the wide cup fits perfectly in both hands for that cozy, warming feeling.”

Stories make products memorable and help customers envision themselves as part of your brand's world. Just keep stories short and relevant—this isn't the place for your entire creative journey.

Place the most compelling social proof near the top of your description. Whether it's "5-star reviews from 3,500 happy customers!" or snapshots from glowing reviews, social proof builds trust fast.

Update reviews and testimonials frequently—recency increases trust. Use visuals like photos, badges, or video clips to make social proof stand out, and ensure reviews are honest. Don't hide negative ones, but respond helpfully when issues come up.

Don't forget about SEO

Naturally include relevant search terms to help your product show up in search engines, but avoid keyword stuffing, which makes descriptions sound robotic. Think about what words your ideal customers would type into Google, then work those phrases into your descriptions organically.

Focus on long-tail keywords that are specific to your product and audience. Instead of trying to rank for "jewelry," try "handmade silver rings for everyday wear" or whatever makes sense for what you're selling.

Common product description mistakes to avoid

Even with the best intentions, it's easy to fall into traps that hurt your sales. Here are the biggest mistakes to watch out for:

Keyword stuffing and duplicate content. Cramming descriptions with keywords makes them unreadable, and copying descriptions from suppliers or competitors can hurt your search rankings.
Being too vague or generic. Descriptions like "high-quality item" or "perfect for gifts" don't tell customers anything useful. Be specific about what makes your product special.
Ignoring mobile optimization. Most people shop on their phones, so make sure your descriptions are easy to read on small screens. Keep paragraphs short and use plenty of white space.
Skipping proofreading. Read your descriptions out loud to find typos, grammar issues, or awkward sentences which can make your shop look unprofessional.
Providing too little or too much information. Descriptions that are too short leave customers confused, but providing too much technical jargon or creating walls-of-text leaves shoppers overwhelmed.
Using manufacturer or generic copy. Copying and pasting descriptions directly from the manufacturer, especially if you do dropshipping or resell products, is a sure way to blend in with everyone else selling the same products

Start writing product descriptions that sell

You've got the tools to transform boring product descriptions into sales machines. A Big Cartel shop makes it easy to showcase your products with clean, mobile-friendly layouts that let your descriptions shine without getting lost in cluttered designs.

Start with one product and practice these techniques. Write like you're talking to a friend who's genuinely interested in what you make. Don't stress about perfection. The best descriptions come from understanding your customers and refining your approach over time.

Your online products deserve descriptions that match their quality. When you write with passion and purpose, customers feel that energy—and that's when browsers become buyers.