Your Complete Product Description Cheat Sheet

Tricks & Tips
August 17, 2023

In the fast-paced world of ecommerce where attention spans are fleeting and competition is fierce, the key to standing out lies in the art of persuasive product descriptions. 

Imagine captivating your audience from the very first line, enticing them to read on, and ultimately converting them into loyal customers. A robust product description can also help reduce returns by helping consumers make a more informed buying decision, ultimately leading to a better customer experience.

Are you ready to unlock the secrets of product descriptions? Let’s have a look at how to write a product description to persuade visitors on your online store to buy.

How to write persuasive product descriptions

Focus on benefits, not just features

While product features are essential, it's the benefits that truly captivate customers. Highlight how your product solves their problems, enhances their lives, or fulfils their desires. Paint a vivid picture of the positive outcomes they can expect. 

For example, when writing product descriptions for eco-friendly skincare products targeted toward environmentally conscious consumers, consider their preferences and concerns. "Our organic skincare line is meticulously crafted with sustainably sourced ingredients, ensuring a guilt-free pampering experience that nourishes your skin and the planet."

Focus on benefits, not just features

Highlight the pain points

User pain points determine what they need. Understanding your target audience is key to writing compelling product descriptions. Research their needs, preferences, and pain points to tailor your descriptions accordingly. By addressing their specific needs, you'll create a connection that leads to higher conversion rates.

Let's say you are selling a noise-cancelling headphones product. After conducting research on your target audience, you've identified some of their pain points, such as:

Distraction: Many users struggle with noise distractions in their work or study environments, affecting their focus and productivity.

Travel and Commuting: People often encounter noisy environments during their daily commute or while traveling, making it difficult to enjoy music or podcasts.

Sleep Quality: Some individuals have trouble falling asleep or staying asleep due to external noises, impacting their overall sleep quality and well-being.

Based on these pain points, you can tailor your product description to address them effectively.

Avoid vague product descriptions

When writing product descriptions, it is essential to provide detailed information about the product. Detailed product information enhances customer trust and helps facilitate sales. The more detailed and specific your product description, the higher the likelihood of them placing an order. 

In an online environment, consumers do not have the chance to touch, feel and experience the product. Your product description needs to give them the best possible experience of the product, without actually touching it.

Be descriptive - very descriptive - about how it feels, what it’s made of, how to use it and why it’s needed. Include product reviews and user generated content; other people saying how great your product is is always better than you saying it yourself!

Take Anker,  a leading electronics brand, for example. Product description of its charger is concise and straightforward, listing 5 key points. With bold phrases accompanied by short sentences, the product description allows consumers to quickly understand the Anker737 within 30 seconds, making it easier for them to place an order.

Avoid vague product descriptions

Incorporate keywords strategically

Product keywords are essential to a successful ecommerce SEO strategy. 

To boost your ecommerce website's visibility on search engines, incorporate relevant keywords into your product descriptions. Research popular search terms related to your products and seamlessly integrate them into your content. Be careful not to overstuff keywords, as it can harm the readability and user experience. Strike a balance between optimisation and natural flow.

Use ChatGPT as product description generator

Use ChatGPT as product description generator

Provide clear instructions: Clearly communicate the desired tone, style, and key selling points for your product descriptions. This helps guide ChatGPT in generating descriptions that align with your brand and target audience.

Use specific prompts: Instead of vague instructions, provide specific prompts that highlight the unique features, benefits, and selling points of your products. For example, "Create a compelling description for our new wireless headphones that emphasises noise-cancelling technology and long battery life."

Maintain consistency: When using ChatGPT to generate descriptions for multiple products or a collection, pay attention to the consistency in tone, style, and formatting to create a cohesive and professional image for your brand.

How to create your product description template

Creating a product description template can provide a helpful structure for crafting compelling and consistent descriptions. While there isn't a one-size-fits-all template, here's a suggested format to guide you:

  • Headline: Create a specific and attention-grabbing headline.
  • Introduction: Write a concise paragraph that introduces the product and its main features.
  • Key Features and Benefits: Use bullet points or short paragraphs to outline the important features of your product and the benefits. 
  • Usage Scenarios: Describe when and how the product is best used. 
  • Social Proof: Highlight positive feedback that showcases the product's quality and effectiveness, and encourage user generated content
  • Technical Specifications: Include dimensions, materials, colours, or any other specifications.


Writing compelling product descriptions is an art that combines creativity, understanding your audience, and strategic ecommerce SEO tactics. By following these tips, you can create captivating descriptions that entice customers, improve your ecommerce website's SEO, and ultimately drive sales. 

Stay ahead of the competition and unlock the full potential of your ecommerce business with irresistible product descriptions. 

Sign up for a free trial of SHOPLINE Australia today! SHOPLINE's dedicated team of experts is here to supercharge your sales.

Read more

Take the leap into the future with omnichannel commerce

Try SHOPLINE with our free 14 day trial. Explore all the features of our omnichannel solution and see where it could take you business.
No credit card required - get started today.

Try for free