How to write product descriptions that actually sell for your Norfolk e-commerce business.

You've built your e-commerce site, sourced your stock, and set your prices. Then you hit the product description box and freeze. What do you write? How much detail is enough? And how do you make someone click 'add to basket' instead of closing the tab?

Product descriptions matter more than most Norfolk businesses realise. A flat, feature-only description loses sales. A well-written one turns interest into revenue. Here's how to write descriptions that work for your business, whether you're selling packaging supplies, personal training sessions, or branded takeaway cups.

Start with the problem, not the product

Your customer isn't browsing because they want a thing. They're browsing because they have a problem to solve or a goal to reach. A café owner doesn't want branded coffee cups. They want their brand in customers' hands as they walk down the street.

Open your description by acknowledging that problem or goal. Then position your product as the solution. This approach works across sectors, from survey bookings to wholesale cleaning supplies.

Your customer has a problem. Your product solves it. Say that first.

Write for someone who's already interested

By the time someone lands on a product page, they've clicked through from a category, a search result, or a recommendation. They're warm. Your job isn't to convince them from scratch; it's to give them the confidence to buy.

That means being specific. Vague claims like 'high quality' or 'great value' mean nothing. Instead, tell them:

• Exact dimensions, weights, or capacities
• What it's made from and why that matters
• How long it takes to arrive or how quickly they can book
• What's included and what isn't

Specificity builds trust. Trust converts.

Use plain, confident language

You don't need to sound like a copywriter. You need to sound like someone who knows what they're talking about and isn't trying to oversell. Avoid marketing clichés ('revolutionary', 'game-changing', 'unmissable') and jargon your customer won't understand.

Write as if you're explaining the product to a friend who's genuinely interested. Keep sentences short. One idea per sentence. If a word doesn't add clarity or persuade, cut it.

Answer the questions customers always ask

Every product has a handful of questions that come up again and again. If you've sold anything before, you already know what they are. If you're just starting, think through what you'd want to know if you were buying.

Common questions include:

• Will it fit? (size, compatibility, space requirements)
• How long will it last?
• Can I return it if it's wrong?
• Is there a minimum order quantity?
• Do I need anything else to make it work?

Answer these in the description itself, not buried in a separate FAQ. Every question you leave unanswered is a reason for someone to leave without buying.

Show the outcome, not just the object

Features tell. Benefits sell. A feature is '500gsm recyclable card'. A benefit is 'your customers will feel the quality the moment they pick up the cup'. One describes the product. The other describes what the product does for the buyer.

For every feature you list, ask yourself: so what? Why does that matter to the person reading this? Then write that.

Make it scannable

Most people won't read every word. They'll scan for the information they need, then decide. Help them by breaking your description into clear sections with subheadings, bullet points, and short paragraphs.

Put the most important information near the top. If there's a key specification or a standout benefit, don't bury it halfway down. Lead with it.

Test, tweak, repeat

You won't write the perfect description first time. That's fine. Publish it, watch what happens, and refine based on what you learn. If you're getting traffic but no sales, your description isn't doing its job. If customers are emailing the same question repeatedly, add the answer to the page.

Good product descriptions aren't written once and forgotten. They evolve as you learn what your customers need to hear.

When to bring in a writer

If you're selling a handful of products, write the descriptions yourself. You know your stock better than anyone. But if you're managing dozens or hundreds of SKUs, or if writing isn't your strength, it's worth hiring someone who can turn your product knowledge into clear, persuasive copy.

A good writer will interview you, understand your customers, and produce descriptions that sound like your business, not a template. It's an investment that pays back in conversion rate.

The best product description is the one that answers every question and removes every doubt before the customer reaches the checkout.

Your product pages are your sales team. Make sure they're saying the right things.