Your product descriptions do more than just describe products. They answer questions, build trust, help with SEO, and, when written well, drive more sales.
But too often, product descriptions are an afterthought. They’re copied from suppliers, too short to be useful, or bloated with filler that doesn’t help the customer.
If you want your product pages to rank and convert, your descriptions need to do more. Here’s how to write them, and why getting expert help pays off.
Why Product Descriptions Matter
According to Nielsen Norman Group, 20% of purchase failures are due to missing or unclear product information. Weak or vague descriptions are directly costing you sales.
On the flip side, a Baymard Institute study found that the best-performing e-commerce sites offer clear, scannable, and specific product content. Customers are more likely to buy when they feel confident they understand what they’re getting.
And from an SEO perspective, well-written descriptions improve keyword coverage, reduce bounce rate, and help Google understand the relevance of your page.
What Makes a Great Product Description?
It should:
- Be specific and accurate
- Highlight benefits, not just features
- Address common questions or objections
- Use natural language that reflects how customers talk
- Help search engines understand the product context
Let’s break that down.
1. Start with What Matters to the Buyer
Most customers don’t care about technical specs—until they’re sure the product solves their problem. Lead with benefits, then support them with features.
Weak:
100% cotton, 3-button placket, side vents.
Stronger:
A breathable, structured polo that keeps you cool during long workdays or weekend errands—made from soft 100% cotton with easy side vents for extra comfort.
Even a few extra words of context can make a product feel more valuable and desirable.
2. Use Customer Language, Not Industry Jargon
Review customer reviews, support emails, or competitor Q&As to see how real people describe your products.
Example:
If your customers say “super lightweight,” but your copy says “optimized density,” you’re missing a connection. Mirror the phrases your buyers already use.
3. Answer Objections Before They Ask
Customers hesitate when they’re unsure about size, fit, material, shipping time, or how a product compares to others. Anticipate and answer these questions.
Example:
Not sure what size to get? Our sizing runs true. If you’re between sizes, go up for a relaxed fit.
You can also add links to your size guide, material care info, or FAQs when relevant.
4. Make It Scannable
Long blocks of text don’t get read. Use:
- Short paragraphs
- Bullet points for features
- Bold text for highlights (if your theme allows)
Example:
What you’ll love:
- Soft, breathable fabric for all-day comfort
- Reinforced seams for longer wear
- Three color options, all machine washable
Make it easy for someone to skim and still learn the essentials.
5. Add Unique Value for SEO
Google doesn’t want 100 product pages that say the same thing. If you’re using manufacturer-provided text—or if your product pages are nearly identical—you’re leaving traffic on the table.
Instead:
- Add original language that explains who it’s for, when to use it, or how it compares
- Include relevant keywords naturally (e.g., “best everyday messenger bag for students”)
- Use schema markup if possible to improve how your page appears in search results
Small Change, Big Results
A client selling minimalist backpacks had generic product descriptions like:
Durable canvas backpack with adjustable straps and inner laptop pocket.
We rewrote them to speak to the use case:
A clean, everyday backpack designed for commuters and students. Padded laptop sleeve holds up to 15″, with hidden back pocket for your keys or transit card. Built from weather-resistant canvas for life on the go.
After updating 40 key product pages, we saw:
- A 17% increase in organic traffic to product pages
- A 12% increase in conversions on updated listings
- Customers spent more time on the page and bounced less often
These weren’t new products, just better explanations.
Why Work with an SEO or Product Expert?
Writing product descriptions isn’t just about being a good writer. It’s about:
- Understanding how people search
- Knowing what Google looks for
- Thinking like a buyer, not just a seller
- Structuring content to convert
An expert can help you identify patterns, build scalable content templates, and ensure your descriptions work for both humans and search engines.
It also saves time. You or your team likely don’t have the hours to rewrite 100+ products, and that’s where outside help makes a measurable difference.
Before You Publish
Ask yourself:
- Does this tell the customer what they’ll feel or gain by using the product?
- Are the features easy to scan and understand?
- Would I feel confident buying this after reading the description?
- Does this page offer something better or clearer than competitors?
If the answer to any of those is “no,” there’s room to improve.
Better Descriptions = Better Results
Good product descriptions aren’t just nice to have. They:
- Boost organic traffic
- Build customer confidence
- Reduce returns and support requests
- Increase conversions and revenue
If your store has high impressions but low clicks, or lots of visitors but not enough buyers, your descriptions could be the problem.
Do you need help improving product descriptions at scale? Garrett Digital works with e-commerce businesses to turn underperforming product pages into consistent revenue drivers.
