How to Write Product Descriptions That Actually Sell

Your Guide for Writing Product Descriptions

Product descriptions are not just a list of features. They’re mini sales pitches that connect emotionally, explain benefits clearly, and move buyers to take action.

Most product pages fall flat because the copy is too generic, jargon-heavy, or focused only on what the product is — not what it does for the customer.

This guide will show you exactly how to write product descriptions that convert browsers into buyers.

Write product descriptions that convert browsers into buyers.

What Are Product Descriptions

A product description is the short block of text that explains what your product is, why it matters, and who it’s for.

But great descriptions do more than inform — they persuade.

They should:

• Highlight key features and benefits

• Address customer pain points and desires

• Reflect your brand voice

• Help with SEO and discoverability

• Encourage the next step (purchase, trial, enquiry)

In Australia, descriptions must also align with ACCC consumer laws. That means no false claims and all the info customers need to make an informed purchase.

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Why Product Descriptions Matter for Sales

Real Talk: A brilliant product with a poor description won’t sell. A solid product with a great description often flies off the shelf.

Here’s why:

• They bridge the gap between interest and purchase

• They reduce objections and answer unasked questions

• They boost SEO and help your site rank for more buying terms

• They build brand trust through tone, detail, and relevance

Business Examples

Example 1: An online skincare brand rewrote their product descriptions to focus on skin concerns, not just ingredients. Sales jumped 22% in 30 days.

Example 2: A tech accessories store used the manufacturer’s generic specs. Bounce rate stayed high and return rates increased — because customers didn’t understand what they were buying.

At Noize, we helped fix this by:

• Rewriting every description to speak directly to the customer’s pain point

• Adding emotion, urgency, and clarity

• Result: 2.6x increase in add-to-cart actions and 1.8x increase in conversion

A great description should speak directly to the readers senses, so they can imagine themselves using it.

What You Need Before You Start

• A deep understanding of your customer (use personas)

• A clear list of product features and specs

• Your brand voice and tone guidelines

• Keywords relevant to each product

• High-quality product images or demos

Mentor Tip: Speak to one customer at a time — like a helpful expert, not a corporate brochure.

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How to Write Product Descriptions That Convert:

Step-by-Step

Step 1: Know What Your Customer Actually Cares About

• What problem does the product solve?

• What emotion does it tap into?

• What desire or outcome does it create?

Tip: Use review mining or surveys to hear their language.

Step 2: Translate Features Into Benefits

Turn this:

“Made from stainless steel with a 900ml capacity.”

Into this:

“Keeps your drinks cold for 12 hours — even on the hottest Aussie days.”

Show how the product makes life better.

Step 3: Write With Your Brand Voice

Use the same tone as the rest of your brand — whether that’s cheeky, premium, nurturing, or bold.

❌ Don’t switch into robot-mode ✅ Keep it conversational and human

Step 4: Make It Scannable

• Use bullet points for key features

• Bold key benefits

• Add headlines, icons, or collapsible tabs for longer products

Step 5: Add Keywords Strategically

• Use your primary keyword in the title and first 100 words

• Sprinkle related terms naturally (don’t keyword stuff)

• Include questions that match search queries

The hero of a product is the description so choose language strategically.

Common Mistakes Business Owners Make

Listing only features 

Customers care about outcomes, not materials.

Copy-pasting supplier descriptions 

Google sees this as duplicate content. And customers zone out.

Using too much jargon 

Even if your product is technical, explain it like you're talking to a beginner.

No brand personality 

If your description sounds like everyone else’s, you become forgettable.

Leaving SEO out of the equation 

Search-optimised descriptions help more people find your product — without paid ads.

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What to Do Right Now

✅ Want help? Book a marketing strategy package with [Noize.com.au] and will take care of it all, so you focus on your growth.

✅ Need clarity first? Get The StartUp Deck for smart brand building from Day One [theStartUpDeck.com]

COMING SOON....

✅ Download our Product Description Guide from [ProDesk.com] which includes fill-in templates, SEO strategy, features rewriter helper, and our ultimate framework for your descriptions.

A good description bridges the gap between “maybe” and “take my money.”

FAQs

What’s the ideal length for a product description? 

It depends on the product — short for simple items (50–150 words), longer for complex products (200–400+). Always write enough to answer questions and reduce friction.

Should I use AI to write product descriptions? 

A.I. can help with structure, but human insight and tone win. Blend both for the best results.

How many keywords should I include? 

Focus on one primary and 2–3 related keywords. Keep it natural.

Do product descriptions really affect SEO? 

Yes. They help your pages rank, reduce bounce rate, and improve time on site — all SEO signals.

What if I sell on marketplaces like Amazon or Etsy? 

Still write unique descriptions. Platforms favour original content and clear benefits.