In a shop, a customer picks up a bag, feels the leather, opens the zip, checks the pockets and asks you three questions. You answer, and they decide.
Online, they cannot do any of that. All they have is a few photos and your words. If the words are thin — “Premium quality leather bag. Best price.” — the buyer is left guessing. Some will message you on WhatsApp to ask. Many will simply close the page and buy somewhere else.
A good product description does the job of a good shopkeeper. This article shows how to write one, in plain words, step by step.
Why most product descriptions do not help
There are a few common reasons.
They are copied. Many sellers use the supplier’s text, or copy a description from a big marketplace. So the same words appear on dozens of websites. Buyers notice, and it does not help you stand out in Google either.
They are all praise and no facts. “Superb”, “premium”, “best quality” — these words cost nothing to write and tell the buyer nothing they can check.
They miss the questions buyers really have. What is the exact size? Will my laptop fit? Does the colour fade? How long will delivery take to my city? Can I return it?
The fix is not fancy writing. It is useful writing.
Step 1 · Start with what it is and who it is for
The first line should tell the buyer exactly what this product is and who will love it. For example:
“A handmade leather office bag for people who carry a laptop to work every day.”
That one sentence does more than a paragraph of praise. The right buyer immediately feels, “This is for me.”
Step 2 · Give the facts, exactly
Buyers want facts they can trust. Put them in a short, clear list:
- size — length, width and height, in centimetres (and inches if you sell abroad);
- what fits — for example, “fits a 15-inch laptop”;
- material — what it is made of, honestly;
- weight, if it matters;
- colour — and a note that colours may look slightly different on different screens;
- what is in the box.
Measure the product yourself. Never guess. A wrong size is one of the quickest ways to get a return and an unhappy review.
Step 3 · Explain the benefit behind each feature
A feature is what the product has. A benefit is why that matters to the buyer. Put them together:
- “Two inside pockets — so your charger and phone don’t get lost at the bottom.”
- “Cotton lining — soft on your laptop and easy to wipe clean.”
- “Hand-stitched edges — strong, and easy to repair if ever needed.”
Keep each point short. One line each is enough.
Step 4 · Tell the story only if it is true
If your product is handmade by a family workshop, made from a special local material, or follows a traditional craft from your region, say so in two or three sentences. Real stories help people value what they are buying.
But only tell a story that is true. Never claim “handmade”, “pure”, “organic” or “genuine leather” unless you are sure it is accurate. India’s consumer protection rules take misleading claims seriously, and so do buyers.
Step 5 · Answer the worries before they ask
Look at your WhatsApp chats. What do buyers ask most before ordering? Usually:
- How long will delivery take to my city?
- Is cash on delivery available?
- Can I return or exchange it?
- How do I care for it?
Answer these on the product page, in short plain lines. Link to your full delivery and returns policy. Every question you answer on the page is one less reason for a buyer to hesitate.
Step 6 · Use the words buyers use
Write the way your buyers talk and search. If people search for “office bag for men” or “laptop bag leather”, use those words naturally in your title and first lines. Do not stuff the same phrase in again and again — write for the reader, and the right words will usually appear on their own.
If many of your buyers prefer Hindi or another language, think about adding a short summary in that language too.
Step 7 · Make it easy to read on a phone
Most of your buyers will read on a mobile phone. Use:
- a short opening of one or two sentences;
- bullet points for facts;
- short lines, not long blocks of text;
- clear headings like “Size and fit”, “Material” and “Care”.
Then open the page on your own phone and check it.
Step 8 · Make photos and words agree
If your text says “two inside pockets”, show a photo of them. If you mention a size, show the bag next to a laptop or with a measuring tape. Words and photos together answer far more than either does alone.
Your checklist for this week
- Pick your three best-selling products.
- Rewrite the first line of each to say what it is and who it is for.
- Measure each product and add exact sizes, materials and what is in the box.
- Turn each feature into a benefit in one short line.
- Add a short section answering delivery, cash on delivery, returns and care.
- Replace any copied text with your own words, and check each page on your phone.
If you would like help writing product descriptions or setting up your online store, message us on WhatsApp — we reply 24/7.
Sources
The official pages this guide is based on:
