Crafting product descriptions that truly resonate with your audience can be a challenge. It's easy to focus too much on features, fall into vague language, or miss opportunities to connect with buyers. If your descriptions aren't performing as well as you'd like, it might be time for a refresh. Professional services like Get A Copywriter’s product description writers can help you create engaging, conversion-focused copy that showcases your products effectively.
Let's dive into five common mistakes businesses make with product descriptions—and how you can avoid them.
It's tempting to think that listing out a product's features—materials, dimensions, technical specs—is all a buyer needs to make a decision. After all, these are the tangible details of what makes your product special. But here's the thing: most customers aren't looking for a shopping list of features. They're trying to figure out how the product fits into their life and solves their problem.
Imagine this scenario: you're shopping for a pair of headphones. One listing reads, “Bluetooth 5.0, 20-hour battery life, noise-canceling technology.” It's helpful, sure, but it feels a bit like reading a spec sheet. Another says, “Enjoy crystal-clear sound and total focus, whether you're working, traveling, or relaxing, with headphones that block out the world for up to 20 hours on a single charge.” Suddenly, you're not just reading about features—you're picturing yourself using the product. That's the difference between listing features and connecting them to benefits.
When descriptions focus solely on features, they leave a lot of unanswered questions. Why does the material matter? What does that extra wattage do for me? Buyers might not always know the significance of these details unless you spell it out.
Here's where the magic happens: take each feature and ask, “So what?” If a product is made from stainless steel, what does that mean for the customer? It could mean durability, resistance to rust, or a sleek, modern look that stays beautiful over time. If a blender has a 1000-watt motor, it means it's powerful enough to crush ice for smoothies or blend tough ingredients without struggling. Translate those technical details into something buyers can relate to.
The goal isn't to overwhelm the customer with information but to help them see how the product improves their life. Instead of just saying what the product is, show what it does and why it matters. A simple shift from "10-speed settings" to "customise your blend for anything from chunky salsa to silky smoothies" can make all the difference.
Buyers don't just want products—they want solutions, experiences, and enhancements to their lives. When you focus on benefits over features, you're helping them connect the dots and showing them why your product is the one they've been looking for.
When you try to appeal to everyone, you often end up connecting with no one. It's a common pitfall in product descriptions: the language is so broad and generic that it doesn't resonate with anyone in particular. Sure, the idea of casting a wide net might seem like a good strategy—after all, you don't want to exclude potential buyers. But in reality, people want to feel like the product was made for them, not for some undefined group of “anyone and everyone.”
Let's think about this in action. Say you're selling a cosy fleece blanket. A description that says, “This blanket is soft and warm, great for any occasion,” is fine, but it’s forgettable. Now, imagine writing for a specific type of buyer:
In both cases, you're still selling the same blanket, but now it feels personal. The buyer can see themselves using it.
This is the key: know who your product is really for. Who is most likely to buy it? What do they value? What problems are they trying to solve? Once you understand that, your description can speak directly to their needs, instead of trying to please everyone.
The tone and language you use should also align with your audience. For a youthful, trendy product, casual and playful language might work best. For a luxury item, you'll want something more refined and polished. A family-friendly product might focus on practical benefits, while a gadget for tech enthusiasts should emphasise performance and innovation.
It's not about excluding people—it's about making your core audience feel seen. When a buyer reads a description and thinks, “That's exactly what I need!” you're doing it right.
Being specific doesn't limit your sales; it builds trust and engagement. The more your descriptions feel like they're written for a particular person, the more likely that person is to hit “Add to Cart.” So, don't write for everyone. Write for someone—and make them feel like that product was made just for them.
We've all seen product descriptions filled with phrases like “high-quality,” “best-in-class,” or “excellent value.” While these words sound positive, they're often so overused that they've lost their meaning. They don't tell buyers anything specific about the product, and worse, they make your description blend into a sea of similar-sounding listings.
The problem with vague language is that it feels impersonal and hollow. Buyers are left wondering, “What does high-quality actually mean here?” or “Why is this the best? Says who?” Words like these create doubt because they don't provide concrete information or build trust.
Instead of relying on empty buzzwords, focus on specifics that show buyers exactly what makes your product unique. If it's “high-quality,” explain why:
Notice how the second description doesn't just say the product is durable—it explains how it's durable. This not only gives buyers more confidence but also paints a clearer picture of the product's value.
Another way to avoid vague language is by appealing to the feelings or creating a vivid image. For example:
When you use descriptive, sensory language, buyers can imagine themselves using the product, which creates a stronger emotional connection.
Be cautious with phrases like “perfect for any occasion” or “great for everyone.” They sound inclusive, but they lack personality and fail to make the product stand out. Instead, be precise about what the product is best for and who will benefit most:
Finally, remember that authenticity goes a long way. Buyers are savvy, and they can spot over-the-top claims a mile away. Avoid saying things like “the best product ever” unless you have something to back it up. Instead, let the product's unique qualities and thoughtful details speak for themselves.
The goal is to replace vague and overused language with clear, descriptive writing that tells a story about the product. When you do, your descriptions become more engaging, trustworthy, and memorable—exactly what you need to win over buyers.
Even the most compelling product descriptions won't generate sales if no one can find them. In today's digital-first world, search engine optimisation (SEO) is a critical part of crafting effective descriptions. Without it, your products could be buried in search results, making it difficult for potential customers to discover them.
Think about how buyers shop online. They don't usually know your product by name—they're searching for things like “ergonomic desk chair,” “eco-friendly yoga mat,” or “wireless noise-canceling headphones.” If your descriptions don't include these terms, you're missing out on a huge opportunity to connect with them.
SEO ensures that your products show up when people search for relevant terms. It's not about gaming the system; it's about making sure your descriptions include the language your audience uses. This isn't just for Google—it's also essential for e-commerce platforms like Amazon, Etsy, or Shopify.
Let's say you're selling a stainless steel water bottle.
In the second example, keywords like “BPA-free stainless steel water bottle” and “drinks cold for up to 12 hours” make it easier for buyers to find the product while enhancing the description's appeal.
Product descriptions that are purely factual can feel cold and uninspiring. Sure, they tell the customer what the product is, but they don't create a connection. Buyers don't just want to know the specs—they want to imagine how the product will fit into their lives, solve their problems, or even make them happier. This is where storytelling comes in.
A good story makes a product relatable. It transforms a basic object into something more meaningful, something tied to an experience or an emotion. When buyers can picture themselves using the product, they're more likely to engage and, ultimately, make a purchase.
Think of it this way: selling a kitchen gadget isn't just about saying it's “easy to use” or “made of stainless steel.” It's about helping the customer imagine effortlessly preparing a delicious dinner for friends, impressing everyone with their culinary skills—all because of your product.
Storytelling doesn't mean you need to write a novel for every product. A sentence or two is often enough to add personality and help the buyer connect. The key is to bring the product to life in a way that feels natural and relatable.
Consider two descriptions of the same product:
The first tells you what the product does. The second makes you feel what it could mean for you. That's the power of storytelling—it turns a functional product into something buyers can envision enhancing their day-to-day lives.
When you forget to tell a story, you miss the chance to make your product stand out. So don't just describe it - show your customers how it fits into their world.
Avoiding these common mistakes can transform your product descriptions from bland and forgettable to compelling and effective. By focusing on benefits, knowing your audience, using precise language, optimising for SEO, and incorporating storytelling, you'll create descriptions that not only inform but also inspire action.
Start refining your product descriptions today and see the difference in your conversions!
