How to Write Product Descriptions That Sell (with Template)
By Saurabh Pandey · Updated · 3 min read
On this page
A good product description does two jobs: it helps the right shoppers find your product, and it convinces them to buy. This guide shows how to write product descriptions that sell, with a simple template you can use on Etsy, eBay, Amazon or your own Shopify store.
Start with your buyer, not your product
Before you write, answer three questions:
- Who is buying? A gift buyer, a collector, a parent, a business?
- What problem does the product solve, or what feeling does it give?
- What would stop them buying? Size doubts, material questions, delivery time, care?
Your description should speak to that person and remove every reason not to buy.
A simple template
1. Opening line (1–2 sentences). Say what it is and why it's worth having. Include the main phrase people search for, naturally.
A hand-thrown stoneware mug with a speckled glaze, made for slow mornings and big cups of tea.
2. Key benefits (3–5 bullet points). Turn features into benefits.
- Holds 400 ml, enough for a proper mug of coffee
- Dishwasher and microwave safe
- Each mug is unique, with natural variations in the glaze
3. Details and specifications. Size, weight, materials, colours, what's included. Be precise: buyers can't touch the product.
4. Care, personalisation and delivery. How to clean it, how to order personalisation, when it will arrive.
5. A gentle call to action. "Add it to your basket" or "Message me for custom colours".
Features vs benefits
A feature is a fact about the product; a benefit is what it does for the buyer.
| Feature | Benefit |
|---|---|
| 100% organic cotton | Soft on sensitive skin |
| 400 ml capacity | One cup lasts your whole morning |
| Waterproof lining | Your laptop stays dry in the rain |
Lead with benefits and support them with features.
Write for search, but for people first
Search engines and marketplace search read your title and description, so include the words buyers use. But write naturally:
- Use your main phrase once in the opening sentence.
- Include related words buyers use: materials, styles, occasions, sizes.
- Write for buyers in different countries: "personalised" and "personalized", "jumper" and "sweater".
- Don't stuff keywords; it reads badly and doesn't help.
Your title matters even more than the description for marketplace search. Check its length for each platform:
Product Title Length Checker
Open full checker| Marketplace | Limit | Your title |
|---|
Suggestions
For your own website, also write an SEO title and meta description for each product page. Our guide on how to write SEO titles explains how, and the meta title and description checker previews them in Google.
Platform tips
- Etsy: the first lines of the description show in search previews. Put the most important information first. See Etsy SEO tips.
- eBay: be precise about condition, model numbers and what's included. Item specifics matter as much as the description.
- Amazon: bullet points carry most of the weight. Keep them clear and factual, and follow Amazon's style rules.
- Shopify: you control the whole page, so add FAQs, size guides and reviews near the description.
Common mistakes
- Copying the manufacturer's description. Duplicate text gives buyers no reason to choose you.
- Missing sizes or measurements. The most common reason for returns.
- Walls of text. Use short paragraphs and bullets.
- Vague words like "high quality" or "perfect gift" without proof.
- Hiding delivery or personalisation details at the bottom.
The bottom line
Write for one buyer, lead with benefits, give precise details and remove every doubt. Then check your titles and SEO with our free tools.
Frequently asked questions
How long should a product description be?
Long enough to answer every question a buyer has, and no longer. For most products, 100–300 words with bullet points works well.
Should I use keywords in product descriptions?
Yes, naturally. Use your main search phrase in the opening sentence and related words throughout, but write for people first.
Can I copy product descriptions from suppliers?
You can, but it's better not to. Unique descriptions help your listings stand out and avoid duplicate content on your own website.
What should a product description include?
What the product is, its key benefits, sizes and specifications, materials, care instructions, what's included and delivery or personalisation details.