A good product description does two jobs at once. It convinces a real person to buy, and it gives search engines enough to work with to rank the page in the first place. The good news is that doing both well isn’t as complicated as it might seem.
Start with the customer, not the product. It’s tempting to list every feature and specification, but most shoppers care about one thing: what’s in it for me? Lead with the benefit. Instead of “200 thread count cotton,” try “soft enough to sleep in on a Sunday morning.” Features can follow, but benefits should come first.
Use the words your customers actually search for. This is where SEO and good writing overlap nicely. Think about how someone would describe what they’re looking for when typing into Google. Are they searching for “ladies running shoes” or “women’s trainers for road running”? Use the language your audience uses, naturally woven into the description rather than awkwardly stuffed in.
Write unique copy for every product. If you’re selling a hundred variations of the same item, it’s tempting to copy and paste with a few tweaks. Try to resist this. Duplicate content can muddy the waters for search engines and make it harder for individual pages to rank. Even a few genuinely distinct sentences per product makes a difference.
Don’t ignore the basics. A clear heading with your main keyword, a well-written meta description, and properly labelled images all contribute to how well a product page performs: these small details add up.
Keep it readable. Short paragraphs, plain language, and a clear structure all help. If someone is scanning your page on a phone, they need to be able to pick out the key information quickly. Big walls of text lose people.
The best product descriptions feel like they were written by someone who genuinely knows and likes the product. That enthusiasm comes through, and it converts. If you’d like a fresh set of eyes on your ecommerce content, Pollinate Marketing offers a free audit. We’ll look at what’s working and where the opportunities are.
