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Most supplier-provided descriptions are written to list specifications, not to persuade a specific customer. Rewriting them around the actual person buying the product is one of the highest-leverage, lowest-cost changes a store can make.
In this guide
- The structure of a converting description
- Features vs. benefits
- Answering objections before they are asked
- Common mistakes
The structure of a converting description
- Open with the problem the product solves, not its name or category.
- Back it up with specific, concrete details, not vague adjectives.
- Include a trust signal, like a guarantee or clear return policy.
- End with a clear, direct call to action.
Features vs. benefits
| Feature statement | Benefit statement |
|---|---|
| “Made from 100% cotton.” | “Soft enough for sensitive skin, and holds up wash after wash.” |
| “Adjustable strap.” | “Fits comfortably whether you are sitting, standing, or on the move.” |
| “Waterproof coating.” | “Keeps working rain or shine, so it is ready whenever you need it.” |
Answering objections before they are asked
- Shipping time, stated clearly rather than left for the customer to guess.
- Sizing or fit details, if the product could be ambiguous.
- Quality assurance, such as a guarantee or clear return policy.
Common mistakes
Jargon-heavy language, walls of unbroken text, and vague superlatives like “amazing” or “best ever” all reduce how much of a description actually gets read. Short paragraphs, specific claims, and real detail read better and convert better.
Frequently asked questions
Should I copy my supplier's product description?
It is better to rewrite it. Supplier descriptions are often generic, sometimes identical across many stores, and rarely written to persuade your specific audience.
How long should a product description be?
Long enough to answer the real questions a shopper has, and no longer. A short, specific description usually outperforms a long, vague one.
What is the difference between a feature and a benefit?
A feature describes what the product is; a benefit describes what that means for the person using it. Benefits are generally more persuasive in a product description.
Should product descriptions mention shipping time?
Yes. Addressing shipping time directly in the description reduces uncertainty at checkout and can reduce disputes from customers who assumed faster delivery.