Product Description Copywriting
Product Description Copywriting That Sells
For almost every company that sells a product or service, product descriptions can make or break a sale. Engaging product description writing does more than just list specifications and features; it engages potential customers, tells a story, evokes emotion, highlights benefits and persuades the customer to make a purchase.
Whether you’re an online retailer, a brand owner or a content marketer, product description copywriting is an essential part of any retail business. From SEO product descriptions for e-commerce websites to product packaging copywriting for physical retail, optimised product content is key to capturing customer attention and increasing conversions.
What is Product Description Copywriting?
Product description copywriting is the art and science of writing persuasive, informative, and search engine-optimised content that showcases a product’s features and benefits in a way that resonates with your audience. A professional product description writer doesn’t just describe—they sell the experience, solve a problem, and reflect your brand voice in every sentence.
Why Does Product Description Writing Matter?
- Drives conversions: A strong product description is like your best salesperson—it answers questions, builds desire, and removes hesitation.
- Improves SEO: Good product description SEO helps your listings rank higher in search results, driving more organic traffic.
- Enhances user experience: Clarity, tone and readability all matter. Customers need to feel they’re buying from someone who understands them.
- With millions of listings competing for attention on platforms like Amazon, Etsy, Shopify and beyond, investing in e-commerce copywriting is a smart move.
What experience do you have as a product description copywriter?
As a professional product description copywriter, I have crafted compelling, accurate product descriptions for independent shops, multinational retailers, and leading online platforms like Amazon and Etsy. This experience has made me the go-to writer for some of the biggest names in retail and e-commerce, delivering fast, optimised content that drives sales.
I specialise in writing product descriptions and product packaging descriptions that are optimised for both search engines and human engagemen7. showcasing product benefits but speaking directly to customers’ needs, pain points and motivations – blending carefully chosen words and phrases with consumer psychology to drive conversions, enhance brand image and optimise online presence.
How to Write Compelling Product Descriptions?
To write a compelling product description, start by truly understanding your target audience—what they need, what motivates them, and what might hold them back. Focus on benefits rather than features, using sensory language to help customers visualise how the product fits into their lives or solves a problem.
Combine persuasive storytelling with SEO-friendly, customer-centric copy. Keep your descriptions scannable using short paragraphs, bullet points, and bold text. Naturally weave in relevant keywords to improve visibility. Enhance trust with social proof like testimonials, and always finish with a strong, clear call to action.
The psychology behind high-converting product descriptions.
High-converting product descriptions tap into consumer psychology by focusing on emotional triggers, not just features. They highlight benefits, use storytelling and vivid language to build connection, and create urgency with scarcity. Social proof builds trust, while clear, persuasive copy reduces decision fatigue – ultimately guiding shoppers confidently toward purchase and boosting conversion rates.
From click to checkout: SEO-optimised product descriptions that boost visibility and sales.
Over 80% of online shoppers spend time browsing and researching before they make a purchase. So, online, e-commerce product descriptions have to work even harder. While the same product copywriting rules apply, there is the added factor that the customer isn’t standing in your shop and doesn’t have a copy of your catalogue.
SEO-optimised product descriptions are vital for e-commerce success. With most shoppers researching before buying, your copy must act like your best salesperson—engaging, informative, and persuasive. By naturally integrating primary keywords and long-tail search terms, these descriptions boost search rankings, drive traffic, and convert browsers into loyal buyers.
- Clear formatting with scannable content and structured paragraphs, bullet points and bold text.
- Persuasive tone and storytelling that highlights benefits and addresses customer pain points.
- Persuasive storytelling, highlighting key benefits and addressing possible customer pain-points.
- Strong call-to-action (CTA), encouraging immediate and informed purchase decisions.
- SEO-friendly content including naturally integrated keywords to boost search engine visibility.
- Compelling meta description to increase visibility and click-through rates (CTR).
- Authoritative external links to reinforce credibility and improve E-E-A-T principles.
Who Needs Product Description Writing Services?
Almost any business selling a product or service, needs to wrote XXXXXXXX product descriptions.
- Retailers (big and small) – fashion, tech, homeware, food & drink
- Luxury & lifestyle brands – need words that match their image
- Sustainable/ethical brands – storytelling is key
- Marketplace sellers – Amazon, Etsy, eBay
- B2B companies – technical products explained clearly
- Software/Digital products – benefit-led, humanised language
- Marketing & design agencies – looking to outsource high-volume product content
Ready to Elevate Your Product Listings?
Whether you need hundreds of e-commerce product descriptions or a handful of high-ticket item writeups, our product description copywriting services are designed to deliver copy that converts and content that climbs the search rankings. Let’s turn browsers into buyers. Call +44 (0) 7715 171286, email info@tomrigby.xom or complete the contact form.
My Top Tips for Writing Successful Product Descriptions.
- Know your audience: Define yourcustomer and tailor messages and tone to their preferences.
- Start with a powerful headline and use strong benefit-led sub-headings throughout.
- Highlight benefits: State the features but emphasise the benefits the product provides.
- Use persuasive language:Create an emotional connection and appeal to their imagination.
- Easy scanning: Use bullet points for features and bold textfor benefits.
- Create urgency : Use attention-grabbing words (finally, now, unlimited, quick, personalised, free),
- Be passionate: Enthusiasm sells, even in writing, so use engaging and persuasive language.
- Leverage social proof: Use statistics, reviews and testimonials.
- Tell a story: Make the product experience relatable.
- Be specific: Avoid vague descriptions and include specifications and accurate details.
- Include a compelling CTA: Guide the reader towards making a purchase.
- Optimise for SEO: If selling a product online, naturally integrate relevant keywords.
Product Description Writing FAQs
How long should a product description be?
The ideal length of a product description depends on the product type, audience and platform. Simple products may only need 100-200 words to highlight key features and benefits concisely, whereas more complex products, like electronics or specialised equipment, typically require 300-500 words to cover specifications, functionality and unique selling points in greater detail.
How long should an e-commerce product content be?
E-commerce platforms also influence length. Amazon and Etsy favour shorter, scannable descriptions with bullet points, while brand websites may allow for longer, storytelling-based descriptions. Ultimately, a product description should be long enough to inform and persuade without overwhelming the potential customer.
How important is SEO in e-commerce product descriptions?
SEO is crucial in product descriptions as it improves search engine rankings, driving organic traffic to your listings. Well-optimised descriptions with relevant keywords enhance visibility, attract the right audience, and increase organic traffic and conversions. Balancing SEO with engaging, natural language ensures readability while maximising sales potential and brand discoverability online.
Should product descriptions be in first or third person?
It depends on your brand voice. Most product descriptions are usually written in the third person to maintain a professional and objective tone. However, using the first person can create a more personal and engaging connection, making it ideal for boutique brands, direct-to-consumer marketing, and storytelling-driven product copy.
How do I make my product descriptions stand out?
To make your product descriptions stand out, focus on engaging storytelling, highlight unique benefits, use sensory or emotive language and optimise for SEO. Avoid generic phrases and be as descriptive and engaging as possible. Keep them scannable with bullet points, short paragraphs, and bold text. A strong brand voice and compelling call-to-action enhance impact.
Can AI-generated product descriptions replace human copywriting?
AI-generated product description writing can provide efficiency and scalability, but they often lack the creativity, emotional appeal and brand-specific tone that human copywriters bring. While AI is useful for drafts, expert product description copywriters ensure compelling, persuasive and truly engaging product descriptions that are tailored to your audience and drive conversions.
Can you write for a niche or technical product?
Absolutely. I write clear, persuasive copy for niche and technical products, translating complex features into compelling benefits. Whether it’s specialist software or industrial equipment, I tailor content to your audience—meeting character limits, formatting rules, and buyer psychology.
These are just a few of the businesses and brands that have trusted me with their words.
Why Me?
There are thousands of copywriters, so why should you work with me?
My Approach
I like to keep things simple. Find out more about how I like to work.