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How to write sales-boosting product descriptions for your online store

How to write sales-boosting product descriptions for your online store

To the German article

Product descriptions are essential when it comes to your online store. Because they not only inform your customer about the product, but actually sell it! At least in the ideal case. We have put together a few tips for you so that you can achieve this with your product descriptions.

It is not advisable to write product descriptions in a hurry, but with care. Because once inserted, many potential customers will probably come across this information. Similar to the product image, it will be a decisive factor in determining whether the user puts the product in their shopping basket or not. To cut a long story short: the product description is important because it has a significant impact on the conversion. Moreover, it has an influence on how well the product ranks on Google and other search engines.

These 7 tips will help you to create effective product descriptions for your online store.

Tip 1: Do not adopt the manufacturer’s description

Do you sell products for which you have descriptions provided by the manufacturer? If so you should not be tempted to copy and paste, even if it is a very enticing and time-saving method. Both search engines and potential customers appreciate unique content.

Tip 2: The most important points first

Put yourself in your customers’ shoes and think about what they consider to be the greatest added value of your product. This should be included in the headline. With this in mind, think about the most important keywords. Ideally, the description should include the characteristics and features of the product in compact form. How does it differ from other products and what makes it unique? Perhaps you can tell a little story to evoke emotions? Reflect on the specific situations in which your customers benefit from the product.


Look at this product description: it really tells a few stories! (Source: reef.eu)

Tip 3: Address the senses and clarify questions

Bear in mind: in contrast to visiting a local shop, customers in an online store have neither the opportunity for a sales consultation, nor can they examine the product up close. The product description can compensate for both to a certain extent.

  • What questions might your customers ask a salesperson about the product? You can already answer these questions in the product description. 
  • Consider: Which senses does the product appeal to that are of interest to the customer? How does the material feel? How does the product smell? What does the alarm clock sound like? What are the size and dimensions?

Tip 4: It’s not only what you say, but how you say it

Like all copy in your online store, it should be written in the tone that suits your brand, your products, and your target group. How do you address your customers? For example, is your tone rather humorous, casual, down-to-earth, refreshing or intellectual? If you have not already done so, decide how you want your brand to be perceived and with which choice of words you best address your target group. Has this already been done? Then stay true to your line, even in the product description.

Tip 5: Do not exaggerate and remain credible

Undoubtedly you are enthusiastic about the products you sell. And your customers should notice this as well, even in the product description. But don't forget, consumers are used to having product promotions pitched to them. Meaningless words (“great”, “beautiful”...) and superlatives (“the sharpest knife”, “the best deodorant”...) often leave consumers cold. It is better to substantiate your claims with evidence and facts. Do arguments or studies exist? Do you have any positive feedback from a customer? A compelling quotation from a customer will create trust.

Tip 6: Do not lose the attention of potential customers

Your product description should be easy to understand and not too long. After all your product description is not a novel by Charles Dickens, but rather advertising copy, and what’s more, is online. And everybody knows that the Internet is fast-moving and a piece of copy can be quickly skimmed through and clicked away from. So keep it short. Aim for a product description that is less than 300 words.

In addition, product descriptions should be compelling not only because of their conciseness but also because of their clarity. You can achieve this by creating paragraphs according to units of meaning, by using enumerated lists or by bolding essential features. The search engines will appreciate this as well.

Tip 7: It’s all about the product

Some products require more explanation than others. The price also influences how comprehensively customers want to be informed before they click on the buy button. A couch for 5,000 euros, for example, rarely ends up in the shopping basket in just a few seconds. Prospective buyers usually first want to find out all the details, such as the quality of the upholstery, whether the item even fits into their living room, and whether a matching armchair is available. In such cases you should provide the appropriate answers. The product description may then be more detailed by way of exception. Or better yet, you offer a product data sheet for download, in which customers can view detailed information. You can also enhance product descriptions by including a video in addition to the product images where more explanation is needed.

We wish you every success in writing your product descriptions!

By the way, in Shopware, you can easily adapt product descriptions in Administration under Catalogues > Products > Edit. You are not using Shopware yet? Then take a look at your possibilities.

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