How To Write Better E-commerce Product Descriptions – By Misha Hettie

by Jenae Reid on December 28, 2017


“Why is it SO hard to increase sales? It feels like I spend all day wading through article after article, trying to learn how to beat this algorithm or master that software. If I have to “optimize” one more time, I’m going to BURST!”

When you’re selling online, you’ve got tons of tools and systems all vying for your attention.

There’s one skill, though, that will increase conversions and boost sales without having to buy the latest tool or spend precious time testing new tactics.

Oh, and best of all? This skill is like riding a bicycle. Once you figure it out, you’ve got it for LIFE.

What is this magical skill? It’s copywriting.

There are many facets to great copywriting, but here are the biggest things you must know to write better copy for your product descriptions.

  1. Know your intended customer. Once you’ve determined their age, gender, lifestyle, etc., you can speak to them with a lot more accuracy.


  1. Use an informal tone. People want to do business with people, not faceless companies. Also, know your important keywords, but remember – if using an exact keyword makes the description awkward, change things up. It’s more important for the text to flow. Not sure if yours does? Read it out loud – you’ll find the rough spots easily that way.


  1. Write tight, info-packed headlines. If you’re competing in a market like Amazon, there will be many similar products for your customer to choose from – and many times that choice is made from the headlines. Make yours the obvious choice by including all the relevant details like brand (sometimes), color, style, and size. If I have to click through to find out if your item comes in blue, black, or pink, you may have lost me already.


  1. Describe the features AND the benefits. So many companies describe the features of their products, but they don’t tell why those features are important. Newsflash – people don’t buy features, they buy benefits. Want an example? Rather than telling me your thermostat has a 4” backlit screen, let me know it has a large 4” backlit screen so it’s easy to see – even in the dark.


  1. Use their language. Find out the problems customers face that your product solves. Read forums, reviews, user-submitted surveys, and notice exact words your customers are using. Then use those same words and phrases in your descriptions. They’ll feel like you’ve read their mind.


BONUS TIP! Use stories to sell. You may not be selling the most original thing in the world, but you can still captivate buyers by telling stories about it. Tell them the story of how the product is made, an interesting story about the unique way someone else uses it, or (this is a big one) the story of how they’ll feel when they use it themselves.

Once you’ve incorporated these tips into each and every product description you create, the writing will come to you naturally – and so will the sales.



Misha Hettie is a copywriter for entrepreneurs and small business owners at

This article appeared in issue 41 of FeedFront Magazine, which was published in January 2018.

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