Writing product descriptions that sell and still rank

Two mistakes dominate. Pasting the manufacturer's text — which every other retailer also pasted, so none of you rank. Or writing poetry with no specifications, so nobody can tell whether it fits.

A structure that works

1. One sentence that says what it is and who it is for. This is the line that appears in search results and in the cart.
2. Two or three sentences on the problem it solves. Not features. What changes for the person who owns it.
3. Specifications as a list. Dimensions, material, weight, compatibility, care. Scannable, complete, honest.
4. The awkward question, answered. Does it fit small hands. Is it noisy. Does it scratch. Answering this reduces both returns and support email.
5. Delivery and returns in one line. The last doubt before the button.

Search terms, used naturally

People search the way they speak: "oak desk lamp with dimmer", not "luminaire". Use the words your customers use, in the title and the first sentence. Do not repeat them mechanically — a description written for a crawler reads badly to the person deciding whether to buy.

Length depends on price

A €12 accessory needs fifty words. A €900 chair needs three hundred and a photograph of the joint. The rule: write until the reasonable objections are answered, then stop.

Write for the person who is unsure

Anyone already convinced will buy regardless of the copy. The description exists for the person hesitating, and hesitation is nearly always a specific unanswered question. Read your support inbox — it contains the exact list, in your customers' own words.

Structured data

Mark up price, availability and reviews with Product schema. It is what produces the price and stars in search results, it takes an hour to implement, and it measurably improves click-through on the listings you already have.