How to Write Product Descriptions That Sell

On most Ghanaian online shops, the product description is either missing, copied from the manufacturer or one line long: "Quality bag. Available in black and brown."

The buyer has questions. How big is it? What's it made of? Will it last? Is it original? When will it arrive? If the description doesn't answer them, the buyer either messages you, which costs your team time, or leaves.

A good product description is a salesperson that works on every product page at once.

The structure

1. A one-line promise

What the product does for the buyer, in one sentence.

"A work bag that fits a 15-inch laptop and still looks elegant at dinner."

2. Who it's for

"For women who carry their office in their bag."

3. The benefits, then the features

Three to five points. Lead each with what it means for the buyer, then the fact that proves it.

• Lasts for years: full-grain leather, not PU that peels.
• Fits everything: laptop sleeve, two inside pockets, a zip pocket for your phone.
• Comfortable all day: padded strap, 1.1kg empty.

4. The details buyers need

Size, materials, colours, what's in the box, care instructions. Use a short list or table.

5. The doubt, answered

The thing that stops people buying. Fakes, sizing, delivery, returns. Answer it directly.

"Not sure about the size? It measures 40cm by 30cm by 12cm, about the size of an A3 sheet. Message us for a video of it next to a laptop."

6. Proof

A review or two, the number of customers, or a photo of it in real use. See customer reviews and testimonials.

7. Delivery and payment

When it arrives, what it costs to deliver, and how to pay. MoMo, card, pay on delivery. See cash on delivery in Ghana.

Examples by category

Fashion

Focus on fit, fabric and occasion. Give measurements, model height and size worn. Show how it looks in real life, not only on a mannequin.

Electronics

Focus on what the specs mean in daily use, and on authenticity. "Original, sealed in box, with a one-year warranty. Check the serial number on the manufacturer's website before you pay." See how we did this for MachineWura.

Beauty and skincare

Focus on skin type, ingredients, how to use and realistic results. Never promise what the product can't do.

Food and drink

Focus on taste, freshness, ingredients, portion size and how quickly it arrives. Allergens matter.

Writing tips

• Write how buyers talk. If they say "original", don't say "authentic".
• Use your chats. Every question customers ask on WhatsApp should be answered in the description.
• Keep paragraphs short. Most people read on phones.
• Don't copy the manufacturer. Your description should be different from every other shop selling the same product. It's better for buyers and better for Google.
• Add a video. A short clip answers questions words can't. AI can help. See AI video ads for online shops.

Before and after

Before:

Bluetooth speaker. Good sound. Black.

After:

Loud enough for the whole compound, small enough for your bag. 12 hours of play on one charge, so it lasts the whole party. Splash-proof, so a spilled drink won't end the night. Pairs with any phone in seconds. In the box: speaker, charging cable, strap. Delivered in Accra today. Pay with MoMo or on delivery.

How product descriptions help you rank

Unique, detailed descriptions help your product pages rank on Google and get quoted by AI shopping assistants. Copied descriptions compete with every other shop using the same words. See SEO for small businesses.

Common questions

How long should a product description be?

Long enough to answer the buyer's questions. For simple products, 80 to 150 words. For expensive or technical products, more.

Can I use AI to write product descriptions?

AI is useful for first drafts, especially with many products. Always edit for accuracy and add the details only you know: real sizes, real reviews, real delivery times.

Can you write descriptions for our whole catalogue?

Yes. See our copywriting service and our guide to product pages that sell.