Writing Product Descriptions That Rank and Convert

At Lillian Purge, we specialise in SEO for Ecommerce, sharing tips for writing product descriptions that rank and convert.

At Lillian Purge, we specialise in ecommerce SEO services, helping online retailers write content that not only attracts traffic but also turns browsers into buyers. One of the most powerful tools for ecommerce success is the product description. A well-written product description goes beyond listing features—it connects with the customer, builds trust, and improves visibility in search results.

Why Product Descriptions Matter

Product descriptions are more than words beneath an image. They play a critical role in driving sales, shaping brand perception, and influencing search engine rankings. Good descriptions help customers understand what they’re buying, why it’s worth the price, and how it meets their needs.

From an SEO perspective, product descriptions also tell search engines what your page is about. Optimised content with relevant keywords can help your products appear higher on Google and ecommerce platforms like Amazon or Shopify, bringing in more organic traffic.

Understanding the Balance Between SEO and Sales

To write descriptions that both rank and convert, you need to balance SEO and persuasion. Overloading descriptions with keywords can harm readability, while ignoring SEO entirely means fewer people will find your products.

The goal is to create natural, customer-focused content that includes search terms without feeling forced. Use keywords in titles, headings, and the first few lines of your description, but always write for people first and algorithms second.

Step 1: Know Your Audience

Before writing, think about who your ideal customer is. What are their goals, frustrations, and motivations? Understanding your audience allows you to write in a tone that resonates with them.

For example, descriptions for fitness products should sound energetic and motivational, while descriptions for luxury skincare should feel elegant and reassuring. The more you reflect your customers’ mindset, the easier it is to persuade them to buy.

Step 2: Focus on Benefits, Not Just Features

Many product descriptions fail because they list technical details without explaining why they matter. Features tell customers what a product is; benefits tell them why it matters.

For example:

• Feature: “Made with waterproof material.”

• Benefit: “Keeps your belongings dry even during heavy rain.”

Turning features into benefits helps customers visualise how the product improves their life. A good formula to follow is “Feature + Advantage + Benefit.”

Step 3: Use Keywords Strategically

Keyword research is crucial for SEO-friendly product descriptions. Identify terms your target audience uses when searching for similar products. Tools like Google Keyword Planner or Ahrefs can help.

Include keywords in:

• The product title.

• The opening sentence.

• Subheadings or bullet points.

• The meta description (if applicable).

Avoid keyword stuffing. Instead, use natural variations and related terms to help search engines understand your page context.

Step 4: Write Clear, Engaging Copy

Your product descriptions should be easy to read and appealing. Use short sentences, simple language, and logical structure. Avoid jargon unless it’s industry-specific and your audience understands it.

Structure your description into sections:

1. A short introductory paragraph highlighting key benefits.

2. A list or paragraph detailing product features.

3. A closing line encouraging action, such as “Order today for fast delivery.”

Readability helps customers stay engaged and reduces bounce rates—factors that also benefit SEO.

Step 5: Create Unique Descriptions for Every Product

Copying and pasting manufacturer descriptions is one of the biggest ecommerce mistakes. Duplicate content weakens SEO and makes your store look generic.

Each product should have an original description tailored to your brand voice and target audience. Even if similar products share features, vary your wording and focus on different benefits or use cases.

Unique descriptions signal to search engines that your content is valuable and original, improving rankings and credibility.

Step 6: Use Storytelling to Build Connection

Storytelling makes your products memorable. Instead of simply describing features, explain how and why the product was created or how it fits into your customer’s lifestyle.

For example:
“This eco-friendly water bottle was designed for people who value sustainability without sacrificing style. Made from recycled stainless steel, it keeps your drinks cold for 24 hours and hot for 12—perfect for long workdays or weekend hikes.”

Stories create emotional engagement, turning casual shoppers into loyal customers.

Step 7: Include Sensory and Descriptive Language

Appeal to your customer’s senses by describing how the product feels, looks, smells, or performs. Words like “soft,” “crisp,” “rich,” or “lightweight” help paint a mental picture.

Sensory detail makes your descriptions more vivid and persuasive, especially for products that customers can’t physically touch before buying.

Step 8: Add Social Proof and Trust Elements

Customers are more likely to buy if they feel confident in their purchase. Where appropriate, include mentions of:

• Customer reviews or ratings.

• Awards or certifications.

• Guarantees or warranties.

• Sustainability or ethical sourcing.

Trust indicators reassure buyers and increase conversion rates.

Step 9: Optimise for Scannability

Online shoppers often skim rather than read word-for-word. To make your descriptions easy to scan:

• Use short paragraphs.

• Include bullet points for key features.

• Highlight the most important information at the top.

• Avoid long blocks of text.

Clear formatting improves user experience and makes it more likely customers will absorb the key selling points.

Step 10: End with a Strong Call to Action

Every product description should end with a clear invitation to act. Use simple, confident phrases such as:

• “Add to basket now.”

• “Order today for next-day delivery.”

• “Try it risk-free for 30 days.”

A good call to action reinforces urgency and makes the next step obvious.

Step 11: Include SEO Metadata

Behind-the-scenes SEO also matters. Add keyword-optimised meta titles and descriptions for each product page. These appear in search engine results and can influence whether someone clicks on your listing.

Keep meta titles under 60 characters and meta descriptions under 150 characters for best results.

Step 12: Test and Refine

Optimising product descriptions is an ongoing process. Test variations of your copy to see what converts best. You can experiment with different tones, layouts, or lengths using A/B testing tools.

Monitor performance through analytics to track which products attract the most visitors and sales. Adjust your approach based on the data.

Common Mistakes to Avoid

When writing product descriptions, avoid:

• Copying competitor content.

• Overloading text with keywords.

• Ignoring customer intent.

• Forgetting mobile optimisation.

• Writing vague or generic descriptions.

Clarity and authenticity always outperform filler content or over-optimised text.

Final Thoughts

Writing product descriptions that rank and convert is both an art and a science. By combining persuasive language, clear structure, and strong SEO, you can create content that captures attention and drives sales.

The best product descriptions not only attract search engines but also build trust and excitement with your audience.

At Lillian Purge, we help ecommerce businesses craft high-performing product descriptions and optimise their online stores for visibility and conversion.

If you want to improve your product listings and increase your sales, get in touch today.

Explore How to do keyword research for ecommerce products and How to optimise meta titles and descriptions for online shops, or see all tips in our Ecommerce Hub.