Well-written product descriptions are a cornerstone of a strong online presence for any brand or retailer. Search engines reward clear, well-structured product copy, and customers rely on it to decide quickly whether an item is right for them.
The trick to creating descriptions that both search engines and shoppers appreciate is choosing precise, meaningful language and cutting out fluff. Below I outline the words to avoid, how to ease buyer hesitation, why duplicate text harms you, and how to blend keywords naturally so customers actually find your products.
Words to avoid
Professional copywriters tend to avoid specific filler words and lazy descriptors because they reduce clarity and can cheapen a brand’s image. If you spot these in your drafts, swap them for stronger, more particular wording.
Common offenders:
- Got, get, gotten — Don’t instruct someone to “get a jacket.” Invite them to buy or select one instead.
- Actually, literally, honestly — These are often empty intensifiers that read awkwardly.
- Stunning — Overused on social platforms and now comes across as lazy in serious product copy.
- Just — Can make copy sound casual to the point of blandness.
- Nice — Vague and uninspiring; opt for specific attributes.
- Very / kind of / maybe — Weak qualifiers that reduce conviction.
- Sorry — Brings negative tone where you usually want confidence.
Replace these with exact descriptions of what makes the product valuable, useful, or distinct.
The psychology behind product descriptions
Many shoppers experience pre-purchase anxiety — that uneasy feeling that they might regret spending money, particularly on non-essentials or treats. Your copy’s job is to reduce that worry.
When you remove doubt, you not only secure the sale — you leave buyers feeling good about the choice, which increases the chance they’ll come back soon.
How to reduce buyer remorse
Write product copy with specific tactics in mind:
- Highlight limited availability or a one-time offer when applicable.
- Emphasize value — show why the price is a great deal.
- Praise the buyer’s choice: frame their selection as smart, savvy, or tasteful (words like “deal” or “offer” can help).
- Make the item feel exclusive without sounding elitist.
- Position the product as essential (for example, “An essential piece for your summer wardrobe”).
- Suggest cost savings when honest (e.g., “With this pair, you won’t need another all summer”).
- Point out versatility (e.g., “Transforms from daywear to evening with a brooch or belt”).
- Avoid words such as “treat,” “splash” and “expensive” unless the context truly demands them.
Example (framing a non-essential perfume):
“This fragrance releases an exotic trail that draws attention. A scent like this reflects your personality — perfect for long summer evenings by the sea.”
Note how this reassures and entices rather than pressures.
Avoid duplicate descriptions
Duplicate copy is dangerous: it weakens SEO and can look unprofessional. Always ensure your product text is unique across your site and compared to other retailers.
A practical step: check each description with a duplication tool such as Copyscape. If a product’s copy appears elsewhere, rewrite it until it’s original — even similar product specs deserve a fresh voice.
Keywords — use them naturally, not aggressively
Keyword stuffing used to be the norm. It made content awkward and turning readers off, and today it can actively harm search rankings. That doesn’t mean keywords aren’t important — they simply need to appear naturally.
Think about how real shoppers search. Rather than repeating the full product title verbatim throughout the description, identify a small set of likely search phrases and use them sensibly in the copy and tags.
Example product title:
“This French Connection jumper in black features a ribbed jersey knit, batwing sleeves, and a dipped hem, available in size 10.”
A shopper will probably search terms like:
- black jumper
- batwing sleeves top
- ribbed jersey jumper
- dipped hem jumper
- French Connection top
- jumper size 10
Include those terms across your description and metadata, without stuffing them awkwardly in one sentence. A good approach is to pick several variants before writing, then sprinkle them where they read naturally: in the opening lines, the product features, and tags.
A sample description:
“This black French Connection size-10 jumper comes with batwing sleeves and a soft ribbed jersey texture”. It’s ideal for balmy summer evenings — lightweight as a cover-up yet cosy against a breeze. Pair with a maxi skirt for relaxed nights out or layer over another dipped-hem top when temperatures drop.”
Short meta tip: the first ~100 characters of your description are often used as the meta description in search results, so make them count.
Setting the scene — sell the lifestyle
Once your technical and keyword work is set, start painting a picture. Buyers aren’t merely purchasing objects; they’re investing in a lifestyle, an identity, or the feeling a product promises.
People often buy aspirationally: accessories designed for executives are frequently purchased by those who want the executive look. If your descriptions help customers imagine themselves achieving the lifestyle tied to the product, they’ll develop stronger loyalty.
Brands that excel at this sell emotions and stories. Coca-Cola sells happiness. Airlines often sell the jet-setting lifestyle, not just a seat on a plane.
To create that association, reference occasions, sensory details, or famous faces. Examples:
- “This leather tote is perfect for a picnic on a sunlit hill while you watch polo.”
- “This subtle floral perfume is ideal for breezy race days or intimate cocktails at home.”
Even if a buyer never attends polo, the image brings them closer to that aspirational life.
Product descriptions in practice
In my experience writing product copy for major retailers, applying these principles consistently results in higher visibility and measurable search traffic. Practical tactics — precise vocabulary, reassurance for anxious buyers, clean SEO, and evocative lifestyle framing — combine to create descriptions that convert.
In short
Product descriptions matter. By following search-friendly guidelines and writing with the buyer’s mindset in mind, you’ll improve both discoverability and conversion. Clear language, distinct phrasing, strategic keywords, and lifestyle storytelling are the recipe for success in e-commerce.
I’d love to hear how other e-commerce professionals write their product copy. Share your tips or examples in the comments — practical insights help everyone improve.