How to write a product description that helps buyers choose
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How to write a product description that helps buyers choose
A product description is the wrong place to retell the specifications table. It has one job: to answer the question "will this work for me?" before the buyer goes to ask in the chat.
400–800
characters are enough
Structure
What a good description is made of
1
Who it is for and what it is for
The first paragraph says who the product suits and what problem it solves. This is the most important part.
2
What sets it apart
How this model differs from its neighbors in the catalog. This is exactly where the buyer makes the decision.
3
Practical details
How to care for it, what it is compatible with, what to consider when choosing the size or configuration.
Rules
How to write
Specifics instead of epithets. "Holds up to 120 kg" instead of "sturdy construction". Adjectives do not sell.
In the buyer's language. If customers say "extension cord", do not write "cable extension device".
Honesty about limitations. "Not suitable for outdoor use" saves you returns and damage to your reputation.
No copying from the supplier. That text already appears in dozens of stores and adds no value to the page.
Scale
What to do when you have thousands of products
Prioritize by sales. Start with descriptions for best-selling items – they bring most of the traffic and revenue.
Templates with placeholders. A description framework plus the specifications of the specific model. The template has to make sense, though – "buy {Product name} cheap" will not do.
A minimum for the rest. For the long tail, accurate specifications and a short paragraph are enough.
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