It’s a common mistake — even among professionals — to write product descriptions that only list features. Too often, copy ends up reading like a spec sheet rather than a story, leaving customers without a clear sense of why the product matters to them.
But features alone don’t sell. They don’t tell a story, spark emotion, or help customers picture how life might be better with your product.
These eight tips will show you how while making sure your copy works for mobile users and search engines.
1. Know your ideal customer
Before you start writing, get clear on who you’re talking to. Different people buy for different reasons, so trying to please everyone means you’ll connect with no one.
Do a little research: check website analytics, read customer reviews, or run a quick survey to understand who’s buying and why. What questions do they ask? What problems are they trying to solve? What tone do they respond to — straight-talking, playful, or inspiring?
Create a simple customer persona with a name, job, and backstory (For example: “Sarah, 32, urban professional, wants stylish, durable bags that keep her organised on the commute.”) Personas help you write as if you’re talking to a real person rather than a vague audience.
Also, think about the words your audience searches for and include them naturally. This helps your product show up in Google, AI-driven search results, and voice queries while keeping your copy relevant and discoverable.
Write as if you’re having a conversation in a shop. Imagine your customer stepping in — how would you explain the product to them? Use that same natural language online so your descriptions resonate just as well.
2. Sell results, not features
Stop selling features and start selling what actually happens after someone buys your product. People aren’t really buying drills — they’re buying perfectly drilled holes. They don’t buy gym memberships — they’re after feeling energised and confident.
Think about the transformation your product delivers. Ask yourself:
✓ What problem does it solve?
✓ What goal or dream does it help achieve?
✓ How does it make life easier, happier, or more comfortable?
✓ Does it offer status, recognition, or peace of mind?
Try to include measurable or tangible benefits whenever possible. For example: instead of “10mm steel drill with ergonomic handle”, say “Make perfect holes in seconds — and keep your fingers safely out of harm’s way.” Or if it’s a planner: “Plan your week in 10 minutes and cut your stress in half.”
Including outcome-focused keywords helps your product appear in search results for what people actually want. For example, someone searching “quick hole drill for shelves” is looking for a result — not the drill’s technical specs. By focusing on the outcome, your description speaks both to human shoppers and AI-driven search systems.
Paint a picture of the benefit or transformation, and let the product’s features support that story rather than lead it.
3. Highlight the product experience
Online shoppers can’t touch, taste, or feel your products — but your words can help them imagine it. The more vividly they picture using your product, the more likely they are to buy.
For example, you can use sensory and storytelling techniques:
✓ Start sentences with “Imagine” or “Picture yourself.”
✓ Describe how the product feels, smells, or sounds.
✓ Show what the customer experiences now and after using it.
✓ Include short, active sentences that read well on mobile.
For example: “Imagine slipping into this soft cotton jumper on a chilly morning — warm, comfortable, and ready for the day.”
You can also combine experience with small details to boost SEO. Include words people might search for naturally: material, style, comfort, or location if relevant. For example: “Soft organic cotton jumper, perfect for chilly London mornings.” This way, your description engages readers while also improving AI and search visibility.
4. Be concrete and specific
Clichés like “excellent quality” or “best ever” don’t convince anyone. If you want to stand out, explain exactly why your product deserves praise.
Use details, stats, awards, or customer words to back up your claims. For example: “Voted Best Carry-On Bag by The Wirecutter, with padded laptop compartments and room for a weekend’s worth of clothes.”
Specifics do more than impress shoppers. They also help AI and search engines understand your product. Including clear keywords — like material, size, style, or local relevance — makes your description more discoverable.
Customer quotes or short testimonials can also boost credibility. A line like “I never leave home without it — keeps everything organised and secure” feels authentic and gives shoppers confidence.
Remember: features support the story, but the story is what convinces people to buy. The more precise you are, the easier it is for both humans and AI to understand what makes your product unique.
5. Leverage social proof
Nothing reassures potential buyers like seeing that others already love your product. Reviews, testimonials, ratings, and user photos all give real-world approval.
Even a simple line like “Trusted by over 500 happy customers” can make a big difference. You can also highlight “Best Sellers,” “Customer Favourites,” or “Most Gifted” labels to gently guide buyers toward your most popular items.
Social proof isn’t just for humans — AI recommendation engines also look at popularity, reviews, and engagement to decide which products to suggest. Featuring real customer experiences helps boost your product’s visibility, both in search results and AI-driven shopping assistants.
Where possible, include different types of social proof: short reviews, star ratings, and images of customers using the product. This gives a fuller picture and builds trust quickly, especially on mobile screens where shoppers skim content.
6. Make descriptions easy to scan on mobile
Most shoppers skim rather than read, especially on phones and tablets. Your product description should make the key points instantly clear.
Here’s how:
✓ Use short paragraphs and bullets to break up text.
✓ Include clear subheadings that highlight benefits.
✓ Keep sentences concise and easy to digest.
✓ Make fonts readable and leave plenty of white space.
✓ Optimise images for fast loading on mobile.
A mobile-friendly layout isn’t just about looks — it affects how easy it is for customers to see the value quickly, and it also helps AI and search engines understand your page. Short, scannable content with headings, bullets, and clear language improves both human experience and algorithmic visibility.
See also: Mobile Matters – Why You Need a Mobile-Friendly Website (and How to Get One)
7. Optimise for search engines and AI results
Think about the words people type into Google, voice search, or AI shopping assistants. Include relevant keywords naturally, covering product type, benefits, and location if it matters.
For example: “Handmade leather wallet in Manchester, ideal for organising cards and cash on the go.” Avoid keyword-stuffing — readability always comes first.
A well-structured description with headings, bullets, and keywords improves visibility in AI recommendations, voice search, and local searches. You can also enhance SEO with:
✓ Using clear headings and subheadings
✓ Conversational phrasing for voice searches
✓ Short, clear sentences that highlight benefits and outcomes
By optimising for both people and AI, your product is easier to find, easier to understand, and more likely to convert.
See also: How to Get Your Business Seen in Google’s New AI Mode and The A-Z Guide to Search Engine Optimisation (SEO)
8. End with clever call to action
Your reader’s convinced — now guide them on what to do next.
Purchase-focused CTAs encourage immediate buying and show the product is ready to go. Try phrases like:
☐ “Add to Basket”
☐ “Buy Now”
☐ “Get Yours Today”
Browse or discovery CTAs invite users to explore more products, styles, or details and see the full range. You could use:
☐ “Shop Collection”
☐ “See More Styles”
☐ “Find Out More”
Offer or incentive CTAs highlight a benefit, deal, or extra reason to click. Try:
☐ “Claim Free Delivery”
☐ “Grab Offer”
☐ “Unlock Discount”
Wrapping up
A great product description isn’t just a list of features. It’s a conversation that shows empathy, paints a clear picture, and builds trust.
Know your audience, focus on the outcomes your product delivers, be specific, include social proof, make your copy easy to scan, and optimise it for search and AI. Follow these steps, and you’ll turn casual browsers into loyal buyers — one line at a time.