Product descriptions that sell: a guide for online shops

In a physical shop, customers can touch the product, turn it over and ask the sales assistant. Online, they can do none of that. The only thing selling on your behalf is the description. A good description makes the difference between an abandoned basket and an order.

Mistake number one

The most common mistake is to list nothing but dry specifications or to copy the manufacturer's description, just like everyone else. Customers don't buy a list of features; they buy a solution to a need or a desire.

Talk about benefits, not just features

A feature says what the product is. A benefit says what the customer gains. Don't just write 5000 mAh battery; write two days of use without hunting for a socket. People buy the result, not the number.

Answer the questions in the customer's head

• What exactly will I use it for?
• Is it right for me and my situation?
• What size, what materials, what's included?
• Why should I choose this and not something else?

A description that answers these removes the hesitation that stops the order.

Write clearly and make it easy to scan

Nobody reads a big block of text on a phone. Use short sentences, small paragraphs and a list of the key points. Customers should grasp the essentials at a glance.

Photos and description, together

The description and the images work as a team. The photos show; the text explains and persuades. One without the other leaves customers with questions, and unanswered questions mean lost orders.

Honest, always

A description that exaggerates brings one sale and ten returns, plus a bad review. Tell the truth about the product. Long-term trust is worth more than an order won with a false promise.

How we can help

We build online shops where the structure of the product pages, the photos and the copy work together to turn visitors into buyers. If you have good products but few orders, the answer often lies in the way they are presented. Get in touch.