How to write effective product descriptions

Writing effective product descriptions is a critical element that contributes to the success of your e-commerce website. Your product descriptions need to act as your virtual sales assistant by anticipating the needs of your customer, and highlighting the features and benefits that are most relevant to them. 

The copy for your product descriptions needs to persuasive and convince the customer to make a purchase. But how exactly do you craft effective product descriptions? In this article, we’re sharing the key features of an effective product description, and providing you with some actionable tips that you can start implementing in your own product descriptions. 

What is a product description? 

A product description is a written statement that provides information about a product or service. It typically includes details about the features and benefits of the product, as well as information about how the product can be used or applied.

The purpose of a product description is to provide potential customers with a clear and accurate understanding of what the product is, what it does, and how it can benefit them. A good product description should be informative, engaging, and persuasive, while also being concise and easy to read.

Product descriptions can be found on product pages of e-commerce websites, in product catalogues, or in marketing materials such as brochures or flyers. They are an important tool for businesses to showcase their products and convince potential customers to make a purchase.

What are the features of an effective product description? 

An effective product description should have the following features:

Clear and Concise Copywriting: 

The product description should be easy to read and understand, with clear and concise language. Avoid using technical jargon or overly complicated words that may confuse the reader.

Detailed and Specific: 

The description should provide specific details about the product, including its features, benefits, and any unique selling points. This information should help the customer to understand exactly what they are buying and why they need it.

Visual Appeal: 

The description should be visually appealing, with clear and attractive product images. This can help to grab the customer’s attention and create a positive impression of the product.

Persuasive Language: 

The description should be written in a persuasive tone, using language that encourages the customer to make a purchase. This can include highlighting the benefits of the product or creating a sense of urgency around the purchase.


The description should be written with the customer in mind, addressing their needs and concerns. It should focus on how the product can solve their problems or improve their lives.


The description should include relevant keywords and phrases that help to improve its visibility in search engine results. This can help to attract more potential customers to the product page.

By incorporating these features into their product descriptions, businesses can create effective product descriptions that not only inform potential customers about the product, but also persuade them to make a purchase. 

Hire a Brisbane SEO services to enhance the visibility of product descriptions and increase the chances of reaching potential customers.

Tips for writing effective product descriptions: 

Here are some tips and techniques for writing effective product descriptions:

  1. Know your target audience: Before writing a product description, it’s important to understand who your target audience is and what they are looking for in a product. Use language and terminology that resonates with your target audience.
  2. Highlight the benefits: Focus on the benefits of the product, rather than just its features. Customers want to know how the product will solve their problems or improve their lives.
  3. Use sensory words: Incorporate sensory words that appeal to the customer’s senses. For example, instead of saying a sweater is “soft,” say it’s “luxuriously soft and cozy.”
  4. Tell a story: Use storytelling techniques to make the product come to life. This can include describing how the product was created or the inspiration behind it.
  5. Use social proof: Incorporate customer testimonials or reviews to provide social proof of the quality of the product.
  6. Keep it concise: Use short paragraphs and bullet points to make the description easy to read and scan. Customers are more likely to read a shorter, more focused description than a long, rambling one.
  7. Be specific: Provide specific details about the product, such as its dimensions, materials, and features. This information helps customers make an informed decision about whether the product is right for them.
  8. Use active voice: Use active voice to make the description more engaging and compelling.
  9. Optimise for SEO: Use relevant keywords and phrases that will help the product show up in search engine results.

By following these tips and techniques, you can create product descriptions that effectively communicate the benefits and features of their products, while also persuading potential customers to make a purchase. Consider hiring a professional Brisbane copywriting service to help you create product descriptions that effectively communicate the benefits of your products to your target audience.