Your online store has no salesperson answering questions โ the product description is the only one. Supplier-copied text ("high quality material, elegant design") sells exactly like a sleeping salesman. Here's our working formula.
The formula: benefit โ details โ proof โ objections
1. Open with the top benefit (two lines)
Not "100% cotton tee" โ "A tee so soft you'll forget you're wearing it, keeping its shape after dozens of washes." The spec comes later as proof.
2. Specs in scannable bullets
Material, exact measurements, colors, origin โ short bullets, because online readers scan.
3. Handle objections before they're raised
Every question reaching your inbox belongs in the description: sizing, exchanges, delivery time. Every handled objection = one less message, one faster sale.
4. The honest urgency line
"3 left in stock" โ if true โ converts the hesitant; if false, it breaks trust forever.
Descriptions and SEO: free traffic
Well-written descriptions rank on Google ("cotton summer dress") โ use natural search phrasing in the title and first line, and a unique description per product: stores copy-pasting one text across dozens bury themselves in search.
Need your whole store written?
Our content creation service writes your product descriptions with this formula โ completed by product photography so image and words sell together. Order your store copy.
Creative copywriting, scripts and content that sells โ in your brand's voice.