Features Tell, Benefits Sell
The most common product description mistake is listing features without explaining why they matter. "600 thread count Egyptian cotton" is a feature. "Slip into sheets so soft you will never want to get out of bed" is a benefit. Lead with benefits, then support them with features.
Know Your Customer
Write for one specific person, not a generic audience. If you sell premium baby products, your customer is a first time parent who wants the best for their child and is willing to pay for quality and safety. Speak directly to their desires and concerns.
Use Sensory Language
Help customers experience the product through your words. Describe textures, sounds, smells, and feelings. "Buttery smooth leather" is more compelling than "high quality leather." Sensory language bridges the gap between seeing a product online and holding it in person.
Keep It Scannable
Online shoppers scan, they do not read. Use short paragraphs, bullet points for key features, and bold text for important details. Put the most compelling information first because many shoppers will not scroll past the first few lines.
Address Objections in the Description
Think about why someone might hesitate to buy and address those concerns directly. Worried about fit? Include detailed sizing information. Concerned about durability? Mention your warranty. Unsure if it is worth the price? Compare the cost to a relatable alternative.
Include Social Proof
Weave customer feedback into your descriptions. "Rated 4.8 stars by over 500 customers" or "our best selling product three years running" builds confidence. Real quotes from reviews are even more powerful than statistics.
Optimise for Search Without Stuffing
Include relevant keywords naturally in your descriptions. Think about what your customer would type into Google. "Organic cotton baby blanket Australia" reads naturally and helps with SEO. "Best organic cotton baby blanket buy online Australia cheap" is keyword stuffing and reads terribly.
Test and Iterate
Your first draft is not your best draft. Write multiple versions of your top product descriptions and A/B test them. Track conversion rates, not just traffic. A description that gets clicks but not purchases needs rewriting.