Product descriptions are often overlooked in the ecommerce space, but they are a key component to success. Crafting effective product descriptions that accurately capture the features and benefits of a product can be the difference between driving online sales or not.

Let's take a deeper dive into how to write product descriptions that increase sales. We will go over best practices for understanding your target audience, highlighting features and benefits, using persuasive language, and including keywords for SEO.

You will also find tips on writing style as well as examples of successful product descriptions. To get an idea of how a comprehensive ecommerce strategy, including better product descriptions, can help your business drive online sales, contact Emagine today.

Overview of product descriptions in ecommerce

Product descriptions are an essential part of any successful ecommerce business. They provide customers with the information they need to make an informed purchase decision. In order to be effective, product descriptions must be descriptive, engaging and interesting. They should accurately reflect the features and benefits of a product and should also be optimized for search engines to increase visibility and usability on mobile devices.

When written effectively, product descriptions can help drive sales by providing customers with a compelling reason to buy your product. To do this, you need to think about what your target audience is looking for in a product and use persuasive language that will capture their attention. You also want to optimize your description for search engines so that it’s easy for potential buyers to find your products when they’re searching online.

Product descriptions should highlight the most important features of a product while also emphasizing the benefits they offer customers. For example, if you’re selling a pair of shoes, you want to describe why those shoes are comfortable or stylish rather than simply listing out their material components. This will give customers a better understanding of why they should choose your product over others on the market.

Additionally, product descriptions should contain keywords that can boost organic search engine rankings for your products. By including relevant keywords in titles and descriptions, you can make it easier for potential buyers to find your products when they're searching online—increasing visibility and driving more sales in the process.

Finally, optimizing your product descriptions for mobile devices is extremely important as more shoppers are accessing websites through their phones or tablets instead of desktops or laptops. Product page copy should be concise yet still descriptive enough so shoppers get all the necessary information without having to scroll too much or zoom into small text boxes on their mobile device screens.

How to write product descriptions that increase sales

Writing product descriptions that increase sales is an essential part of any ecommerce business and requires a good understanding of the target audience, their needs and wants, and what motivates them to purchase. To write effective product descriptions, here are some tips to keep in mind:

Understand the Target Audience

When crafting product descriptions for ecommerce, it’s important to know who your target audience is. Knowing who your buyers are will help you determine the language and tone to use in writing your product description. It will also help you understand their needs and wants which can be used when highlighting features and benefits.

Highlight Features & Benefits

Product descriptions should focus on highlighting the features and benefits of a product from the perspective of how they benefit the customer. As well as listing out specs or technical details, include clear information about how each feature contributes to improving their life or experience with the product. This will make it easier for customers to visualize themselves using the item or service provided by your business.

Use Persuasive Language

Using persuasive language is an important part of writing effective product descriptions that attract customers and encourage them to buy. Use action words such as “enjoy” or “experience” as well as adjectives like “luxurious” or “high-quality” to give potential buyers a better idea of how great the item is without being too gimmicky or over-the-top in your description. Additionally, think about how you can use social proof (such as reviews) to further build trust between potential buyers and your brand.

Include Keywords for SEO

Including relevant keywords in your product description is essential for optimizing organically for search engines such as Google, Bing, etc., so that potential customers can find your products more easily online. Think about related terms associated with your items, including variations of phrases that customers might search online when looking for similar items from different companies. This will help boost organic rankings significantly over time if done correctly.

These tips should help you craft compelling yet professional product page content that drives sales for your ecommerce business by giving customers everything they need to know at a glance while still creating interest around what makes them unique compared with competitors offerings.

Writing style tips for product descriptions

Writing style is an essential part of creating effective product pages. Product descriptions should be written in a way that captures the attention of potential customers and encourages them to buy. Here are a few tips on how to make your product descriptions stand out:

1. Use action words: Action words can help create excitement and urgency around your products, which can lead to more sales conversions. Try to incorporate words such as ‘discover’, ‘unlock’, or ‘explore’ into your descriptions to give readers a sense of adventure while they browse your products.

2. Keep it descriptive: Provide readers with a clear picture of the product by using descriptive language that brings out the unique features and benefits. Make sure you include details such as size, texture, color, or any other relevant information that will help customers visualize the item better.

3. Limit each sentence: Keep sentences concise by limiting them to two or three lines each. This will make your product description easier to read and less overwhelming for potential buyers.

4. Choose specific adjectives and adverbs: When describing features and benefits, choose specific adjectives and adverbs rather than generic ones like ‘good’ or ‘great'. Instead, use words like “luxurious” or “innovative” that provide a more vivid description of the item on offer.

5. Add personality: Give product descriptions some personality by incorporating humor or wit into the text when appropriate – this can help build trust with potential customers while making them more likely to purchase from you.

By following these writing style tips for product descriptions, ecommerce businesses can create engaging content that drives sales conversions while providing buyers with valuable information about their products.


Writing effective product descriptions is an art form, and there are many successful examples out there that can provide inspiration. Overall, practice makes perfect.

By following these best practices and incorporating effective writing techniques into their descriptions, businesses can make sure that their products stand out from competitors' offerings while increasing sales conversions at the same time.

Need to focus more on the business and less on a website, contact Emagine. We'll optimize your web presence and online store to deliver you one thing: results.

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