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Written by
Nicolette V. Beard10/30/2025
What you’ll learn:
Show benefits, not just features. Customers don't buy stainless steel — they buy drinks that stay ice-cold for 24 hours. Translate every spec into a real-world advantage that solves a problem or improves their life.
Format for scanners and readers. Lead with a short, engaging paragraph that connects emotionally. Follow with bullet points for specs. This combo works for shoppers who skim and those who dig deep.
Use specific, sensory language. Skip "high-quality" and "stylish." Instead, "ultra-soft Merino wool that keeps you warm without the bulk" paints a picture shoppers can feel.
Test one change, track results, then scale. Rewrite your top-selling product's headline or add customer reviews above the fold. If conversions jump, apply the same fix across your catalog.
Mobile-first wins sales. Most shoppers browse on phones. Keep sentences short, bold key benefits, and ensure fast loading. Cluttered descriptions on small screens cost conversions.
Product descriptions sell.
They influence your ecommerce business in three critical ways: sales, search rankings, and customer trust. A strong description converts browsers into buyers. A weak one sends them to your competitor.
Generic phrasing doesn't work. Keyword stuffing doesn't work. Disconnected copy doesn't work.
So, what does work?
This step-by-step guide shows you how to write high-converting product descriptions that inform and persuade.
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What are product descriptions, and why do they matter?
A good product description does more than list features. It persuades.
Compelling product descriptions accomplish three things:
Connect with shoppers emotionally.
Build trust through relevant details.
Drive the decision to buy.
Think beyond basic specs. The best descriptions help potential buyers picture the product in their lives. They answer unspoken questions. They eliminate hesitation.
Format matters, too.
Short and scannable works for quick decisions. Detailed and immersive works for complex products. Both styles can convert when done right.
The ecommerce impact: Good descriptions improve search visibility, increase conversions, and strengthen your brand. They're more than just copy — they're a sales tool.
Example:
Weak: "High-quality leather wallet with multiple card slots."
Strong: "Holds eight cards without the bulk. Full-grain leather that ages beautifully. Fits comfortably in your front pocket."
The second version shows the benefit, addresses a concern (bulk), and helps the buyer visualize using it.
How to write product descriptions that convert
A great product description balances clarity, persuasion, and SEO. Follow this product description template to create high-converting product pages.
1. Know your audience.
Effective product descriptions start with a deep understanding of your buyer persona.
Don't just list features. Speak directly to your target customer's needs and lifestyle.
Ask yourself:
Who is this for? Define your target audience by demographics: age, gender, interests. A hiking backpack highlights durability for adventurers. A diaper bag emphasizes convenience for parents.
What are the basics? Include size, material, key features, and price.
When do they use it? Daily? Special occasions? Seasonal? Position a throw blanket as a winter essential for cozy nights.
Where do they use it? Home? Office? Travel? Market a portable blender to fitness enthusiasts, making smoothies on the go.
Why choose yours? Highlight your selling points. "Ergonomically designed to boost productivity and reduce back pain" beats generic claims.
How does it work? Explain functions for complex or tech products.
Tailor descriptions to your audience. Show shoppers why your product fits their life.
2. Choose the correct format.
Some shoppers skim, while others read deeply. Use both approaches.
Bulleted lists display key features fast: dimensions, materials, specs. Perfect for quick scanning of product information.
Short paragraphs bring products to life. They highlight product benefits and connect emotionally.
The winning combination: [Engaging paragraph] + [Bullet points for key specs] = Effective descriptions that inform and persuade.
This format works for shoppers and search engines alike.
3. Show benefits, not just features.
Features inform. Benefits persuade.
Customers don't buy a water bottle for stainless steel construction. They buy it because it keeps drinks ice-cold on hot days.
They don't choose a laptop for RAM specs. They choose it for uninterrupted work.
Address pain points. Show how your product solves problems or improves daily life.
Example:
Feature-driven: "Standing desk made of oak with adjustable height from 28 to 48 inches."
Benefit-driven: "Reduce back pain and stay energized. This adjustable desk helps improve posture and boost productivity — while adding a sleek touch to your workspace."
Shift from facts to feelings.
This approach helps to create a more engaging and persuasive narrative.
4. Use storytelling.
Sensory words help customers imagine using your product, creating a connection that goes beyond the product itself.
They don't buy a candle for ingredients. They buy it because warm vanilla and cedarwood fill their home with comfort.
Brand voice matters:
Skincare: "Infused with botanical extracts that melt into your skin, leaving a radiant, dewy glow."
Outdoor gear: "Conquer any trail with boots built for explorers who never back down."
The right tone reinforces your identity.
Create the experience:
Feature version: "Candle made with soy wax, vanilla and cedarwood."
Story version: "As the flame flickers, warm vanilla and smoky cedarwood fill the air — like a crisp autumn evening."
5. Make it easy to read.
Shoppers won't wade through dense text.
Keep sentences short and conversational. Skip jargon. Use bullet points for specs so shoppers find details instantly.
Bold key phrases. Add white space. Improve readability by breaking up walls of text.
Better shopping experience = faster decisions.
6. Add visuals.
High-quality product images bring your product to life.
Shoppers want to see how it looks, works, and fits into their lives. Strong visuals reduce uncertainty and boost conversions.
Show key details:
High-resolution images highlight textures, colors, and variations
Lifestyle photos help potential customers imagine using it
360-degree views offer a complete perspective
Videos demonstrate product features and answer questions
Optimize for performance: Fast loading, mobile-friendly, visible on small screens in all lighting. Use alt text for accessibility and SEO.
Combine compelling text with engaging visuals for an immersive experience.
7. Optimize for SEO.
Excellent product copy helps customers find you.
Use keywords naturally. Don't force "best hiking backpack waterproof travel."
Instead: "This lightweight, waterproof hiking backpack is built for adventure."
Include long-tail keywords: "soft cotton graphic t-shirt" or "men's slim-fit crewneck t-shirt."
Don't forget:
Product title optimization
Meta descriptions for click-through rates
Alt text for searchable, accessible images
Blend SEO with compelling copy. Drive traffic whether you're on Shopify, BigCommerce, or another commerce platform.
8. Use social proof.
Real experiences beat marketing claims.
Customer reviews, user-generated content, and trust signals build confidence. High Amazon ratings? Highlight them.
Be specific:
Weak: "Best product ever!"
Strong: "This serum transformed my skin in two weeks. My complexion has never been clearer."
Got 10,000+ happy customers? Say so.
Keep testimonials authentic. Skip exaggeration. Genuine social proof makes buying decisions easier.
9. Test and optimize.
A/B testing reveals what resonates with shoppers.
Minor tweaks can drive significant results.
Test these elements:
Headlines: Benefit-driven vs. straightforward product names
Call-to-action (CTA) text: "Shop Now" vs. "Get Yours Today"
Format: Bullet points vs. short paragraphs
Track performance: Use Google Analytics, Hotjar, or Crazy Egg to identify improvements.
Optimization never stops. Continuously refine to maximize conversions.
Common product description mistakes to avoid
Even great products fail with weak descriptions.
Generic copy, keyword stuffing, and feature-only descriptions kill conversions. Poor formatting, missing social proof, and ignored SEO hurt sales, too.
Here's what to avoid — and how to fix it.
Keyword stuffing and duplicate content.
Cramming keywords into descriptions backfires.
Excessive, unnatural keywords make copy sound robotic. They reduce readability and trigger search engine penalties.
The duplicate content trap:
Copying manufacturer descriptions tanks your rankings. When many retailers use identical copy, search engines deprioritize all of them.
Write unique descriptions instead. Use keyword research to identify terms, then weave them naturally into benefit-focused copy.
Example:
Stuffed: "Best running shoes, comfortable lightweight running sneakers for running."
Natural: "Designed for comfort and speed, these lightweight running shoes help you go the extra mile."
SEO works when it sounds human. Win search engines and shoppers.
Being too vague or generic.
Vague descriptions cost sales — and increase returns.
In 2024, US shoppers returned 24.5% of online store purchases, representing $890 billion, because retailers didn't meet buyer expectations. Unclear copy creates hesitation. Worse, it feels like deception after purchase.
Generic phrases fail:
"High quality" or "great for any occasion" don't explain why someone should buy.
Be specific:
Weak: "Soft, stylish sweater."
Strong: "Crafted from ultra-soft Merino wool, this sweater keeps you warm without the bulk — perfect for crisp fall mornings or layering in winter."
Accurate descriptions build trust, reduce returns, and drive purchase decisions.
Align with your brand voice. Paint a clear picture. Help shoppers feel confident clicking "Buy Now."
Ignoring mobile optimization.
Most shoppers browse on phones. Cluttered descriptions lose sales.
Hard-to-read text, endless scrolling, and slow loading make customers bounce.
Mobile-friendly best practices.
Keep it concise. Mobile screens have limited space. Short sentences win.
Use bullet points. Scannable key details work fast.
Bold highlights. Draw eyes to essential benefits.
Ensure fast loading. Heavy images and long copy slow everything down.
Product description example.
Poorly optimized: "Our premium, high-quality coffee maker features an advanced brewing system, durable stainless steel construction, and a user-friendly interface that allows you to brew single cups or full pots with ease. It's perfect for home, office, or travel use and makes coffee just the way you like it, every time."
Well-optimized: "Brew the perfect cup, every time. This stainless steel coffee maker features an advanced brewing system for rich, full-flavored coffee. Single cup or full pot? You decide. Compact and easy to use — ideal for home, office or travel."
Writing product descriptions for mobile creates seamless shopping and boosts customer retention. When customers find information faster, conversions increase.
How BigCommerce helps you write better product descriptions
The right tools make writing easier.
BigCommerce provides features that help you create high-converting product descriptions. Built-in SEO, flexible content management, and AI-powered tools let you showcase products in ways that attract shoppers and drive sales.
Here's how BigCommerce optimizes your copywriting process.
Use AI to speed up creation.
BigCommerce integrates with AI-driven tools to generate high-quality product descriptions faster.
Generative AI helps you scale content production while maintaining quality. It saves time and enhances creativity.
What AI does well:
Tools like BigAI Copywriter create descriptions that improve search visibility. They incorporate relevant keywords and semantic search terms to help products rank higher.
What AI can't do:
Replace human creativity.
The best descriptions blend AI efficiency with your unique voice, storytelling, and emotional appeal. AI speeds up the process. You add the connection.
Use AI as a tool, not a replacement. Combine data-driven suggestions with compelling copywriting for descriptions that convert.
Built-in SEO optimization.
Well-optimized descriptions improve search rankings, drive traffic, and increase conversions.
BigCommerce includes SEO tools that make optimization simple.
Key features:
Customize meta descriptions
Add alt text for images
Use structured data for better visibility
Include primary keywords naturally. Keep descriptions engaging and readable.
Strong SEO plus compelling content = more shoppers and sales.
Social proof integration.
Real customer experiences build trust.
BigCommerce integrates with review platforms and user-generated content tools. Verified product reviews, ratings, and testimonials appear automatically on product pages.
The numbers: As of December 2024, 31% of US consumers rely on customer reviews to learn about products.
Honest feedback reduces hesitation and improves conversions.
Available integrations:
These tools highlight customer experiences that reinforce credibility. Turn browsers into buyers.
Customizable product pages.
Great descriptions need great pages. BigCommerce gives you the flexibility to design high-converting layouts that enhance descriptions and improve readability.
Design tools:
Catalyst and Makeswift let you customize layouts, highlight product details, and create seamless shopping — without heavy development.
What works:
Clear headings
Scannable bullet points
Engaging visuals
Better structure improves user experience and boosts conversion rates.
Real examples:
Saddleback Leather Company used BigCommerce's native product page functionality to optimize SEO. Individual products now rank higher in search.
London Tile Company developed a custom tile sample feature and bundle kit option. Customers order project essentials with one click. These enhancements streamline purchasing and drive conversions.
The final word
Product descriptions sell when they connect with real people.
You've learned the formula: Know your audience, show benefits over features, use storytelling, optimize for search, back it up with social proof, and promote on social media channels.
Now apply it.
Don't rewrite your entire catalog at once. Pick your top-selling product. Test one change: a benefit-driven headline, sensory language, or customer reviews above the fold.
Track what happens. More clicks? Higher conversions? Longer time on page?
One win proves the system works. Then scale it.
BigCommerce makes this faster. AI tools generate drafts. Built-in SEO handles technical optimization. Customizable pages let you test layouts without developers.
The difference between a browser and a buyer? Often just better words.
Start writing them today.