How to Write Better Product Descriptions That Actually Sell
A good photo may grab attention — but a great product description closes the deal.
If you’re a CMH vendor, your words can make the difference between a scroll-past and a sale.
Bonus? Great product descriptions also boost your SEO. When your descriptions use the right keywords, structure, and detail, search engines rank your listings higher — meaning more people see your products.
Here are 6 easy-to-follow tips to help you write better product descriptions that build trust and boost sales.
1. Focus on Benefits, Not Just Features
Focus on Benefits
Ask yourself: "How does this feature help my customer feel better or solve a problem?"
Many vendors only list what the product is (features), but customers really care about what the product does for them (benefits). For example, saying “100% cotton” is good, but it doesn’t tell the customer why it matters. Instead, say something like:
“Made from soft, breathable cotton that keeps you cool and comfortable all day.”
This helps the customer imagine themselves enjoying the product.
2. Be Specific (But Not Boring)
Be Specific
For example: "Hand-stitched by local artisans in Cape Town using long-lasting eco-fabric."
Saying “high quality” or “great design” doesn’t mean much. Instead, use specific words that help the customer picture your product clearly. Think about:
- Where is it made?
- What makes it different?
- What materials are used?
This makes your product feel more real and trustworthy.
3. Use Keywords Naturally
Use Keywords Naturally
Adding keywords like "self-care," "gift box," or "for moms" helps people find your product on Google and on CMH.
When someone searches for a product, they type in words like “gift for mom” or “baby blanket South Africa.” These are keywords. You want to use the same words your ideal customer would use — but write them in a natural way.
Bad: “This is a gift box.”
Better: “This personalized self-care gift box for moms is perfect for birthdays or Mother’s Day.”
4. Include Accurate Sizes and Measurements
Include Accurate Sizes and Measurements
Example:
"Size: Medium – fits 80cm to 95cm chest.
Length: 60cm."
If it's handmade and might vary, mention that too.
Many vendors forget to add size info. But this is one of the most common reasons people don’t buy! If your product is too big or too small, it leads to returns and frustration.
Make it easy for your customer by listing:
- Clothing sizes (S, M, L and measurements in cm/inches)
- Dimensions (Height, Width, Depth)
- Weight (if important)
5. Keep It Easy to Scan
Keep It Easy to Scan
Mobile shoppers especially need quick info. If they can understand your product in 10 seconds, you're more likely to make a sale.
Most customers don’t read long paragraphs. They skim. Make your description easy to read:
- Use bullet points for key features
- Break text into small chunks (2–3 lines)
- Use bold text for important words
6. Add a Gentle Call-to-Action (CTA)
CTA
For example:
"Perfect for last-minute gifts – order today."
A Call-to-Action is a short sentence that tells the customer what to do next. It should feel friendly and natural. Examples:
- “Ready to treat yourself? Click ‘Add to Cart’ now!”
- “Perfect for last-minute gifts – order today.”
- “Don’t miss out – limited stock available.”
This gives your customer a little nudge to take the next step.
Final Thought:
Every product description is your sales pitch. Make it count. A few small changes can lead to more clicks, better SEO, and more sales. Take a few minutes to update your listings today.
📦 Want help improving your product listings? Contact the CMH team today or upgrade to a featured listing!
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