A good product photo makes someone stop. A good product description makes them buy.
Most small shops underuse their descriptions. They either write one line ("Lovely soy candle, 200g") or paste in a paragraph that reads like a catalogue. Neither answers the questions going through a shopper's mind, and unanswered questions are the most common reason people leave without buying.
Here's a simple way to write descriptions that sell, without being a copywriter.
Start with who it's for
Before you write a word, picture the person buying it. Not "everyone", but one person:
- Who are they? A first-time buyer, a gift shopper, a returning customer?
- What problem are they solving? A gift for a friend, a cosier living room, a treat for themselves?
- What would make them hesitate? Price, size, whether it will arrive in time?
Write for that person, as if you were standing next to them in a shop.
Lead with the benefit, then the details
Shoppers skim. Your first sentence should say why they'd want it, not what it's made of.
| Feature-first (weaker) | Benefit-first (stronger) |
|---|---|
| Hand-poured soy wax candle, 200g | A slow, clean burn that fills a room with warm sandalwood for around 40 hours |
| Cotton tote bag, 38 × 42 cm | Big enough for a full food shop, strong enough to carry it home |
| Ceramic mug, 350 ml | Holds a proper mug of tea and keeps it warm while you get comfortable |
Then follow with the details people need to decide.
Answer the questions before they're asked
Every description should cover the basics. Use a short list so it's easy to scan:
- Size and dimensions, with a comparison if it helps ("about the size of a paperback")
- Materials and how it's made
- How to use or care for it
- What's included (gift box, refills, instructions)
- Delivery and returns, or a link to your policy
If you get the same question by email more than twice, add the answer to the description.
Write like you speak
Read your description out loud. If it sounds stiff, rewrite it.
"Our candles are poured in small batches in our Bristol kitchen, so each one is slightly different, and we think that's the point."
That one sentence tells the shopper who made it, how, and why it's special. It builds more trust than a list of adjectives.
A few habits that help:
- Use "you" more than "we"
- Keep sentences short
- Cut words like premium, luxury and high quality unless you explain why
- Be honest about limitations. "Best for small rooms" builds trust and reduces returns
Make it easy to find
A great description won't help if nobody sees it. A few small steps help shoppers find your products on Google and in AI search:
- Use the words people search for. "Soy candle sandalwood" beats "Ember No. 3".
- Write a unique description for every product. Copying the manufacturer's text means competing with every other shop using it.
- Fill in the image alt text. Describe what's in the photo, for example "amber glass candle with a wooden lid".
We cover this in more depth in our Getting found guides.
A simple template
If you're staring at a blank box, start here:
[One-sentence benefit.] [Two or three sentences on what makes it special and who it's for.]
- Size:
- Materials:
- Care:
- Includes:
[One line on delivery or gifting.]
Quick checklist
Before you publish, check that your description:
- [ ] Opens with a benefit, not a spec
- [ ] Answers size, materials, care and delivery
- [ ] Sounds natural when read out loud
- [ ] Is unique to your shop
- [ ] Has descriptive alt text on every image
Small improvements add up. Rewriting your five best-selling products first is a good place to start, and you'll quickly see what works for your customers.
Want a head start? Braevi can draft product descriptions from a photo for you to edit. See what's included.
