How to write product descriptions that sell

For an online store, product descriptions do the selling that a shop assistant would in person. A flat list of specs rarely converts; a description that connects features to benefits does.

What good descriptions do

• •Translate features into benefits ('keeps drinks cold for 24 hours').
• •Answer the questions that stop people buying.
• •Use clear, scannable formatting.
• •Include the practical details — size, materials, shipping.

Help search too

Write naturally with the words shoppers actually use, and add product structured data so your items can appear well in search and shopping results. Useful for humans and machines alike.