Writing Product Description Copy That Converts

If your product descriptions aren’t converting, this is what you’re missing.

Hi, I’m Molly, a senior copywriter who has been working in ecommerce for over 10 years and has written product descriptions that converted at an average of 18%.

You’ve seen this kind of copy:

It leads with features.

It’s jam-packed with keywords.

It lists specs like the customer is comparison-shopping in a spreadsheet.

But that’s not how people buy...

A copywriter I once worked with joked that there was nothing exciting to say about a metal storage shelf.

So I asked a few follow-up questions.

What does having extra storage actually do?

“It lets you store things.”

Which does what?

“It gets things out of the way.”

And what’s the benefit of that?

“It looks cleaner. More organized.”

And how can that make someone feel?

That’s when they smiled.

Calmer.

More in control.

Less visual noise when you walk into the room.

That’s the story.

Not the gauge of the metal.

Not the number of shelves.

Not the SEO-optimized phrase “heavy-duty storage solution.”

Most product descriptions stop short of putting a product into a customer’s space and having them imagine it’s already theirs.

They explain the thing, but skip why anyone would want it.

The best ecommerce copy doesn’t just list a bunch of facts.

It gives readers an emotionally compelling reason to buy.

And when you do that, even a “boring” metal shelf gets a whole lot more interesting.