Product Descriptions That Sell: The Decisions That Matter
Writing product descriptions that explain what a product does, who it suits and the details buyers need, rather than repeating the manufacturer's copy.
Marcus Adeyemi
Why does it matter?
Descriptions answer the questions photos cannot, and unique copy helps both conversion and search visibility.
What are the numbers?
- Duplicate copy manufacturer descriptions appear on many other stores
- Scanning shoppers scan for specifications and key benefits
- Claims product claims must be truthful and substantiated
- Structured specifications tables help comparison
What should I do?
- Lead with the main benefit and use case
- Provide specifications in a scannable table
- Answer common pre-purchase questions
- Write in the customer's language
- Keep claims accurate and supportable
What should I avoid?
Avoid:
- Copying manufacturer text word for word
- Walls of text with no structure
- Unsupported health or performance claims
- Missing dimensions and materials
When should I get help?
Short answer Bring in help when catalogs rely on manufacturer copy, or when descriptions generate many support questions.
Where this comes from
- Baymard Institute — Product page UX research
- Federal Trade Commission — Advertising FAQs: A guide for small business
The figures and practices above come from the sources listed.
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Where to go next
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