Combining SEO, persuasion, and buyer psychology.
Your WooCommerce store might have beautiful product images, fast loading times, and a slick design—but if your product descriptions read like copy-paste filler, you might be losing out on conversions (and ultimately money).
Your product description isn’t just there to tell people what the item is. It’s there to persuade, answer objections and get the sale. It also happens to be one of the most underutilized SEO assets on many ecommerce websites.
Here’s how to write product descriptions that convert better, rank better and feels like they were written by a human who understands the buyer.
1. Start with the Buyer’s Mindset, Not the Product
Before you touch a word, ask yourself:
- Who is this for?
- What problem does it solve?
- What emotion does this product tap into?
Your goal isn’t just to describe—it’s to connect. Focus on what the buyer cares about most:
- Ease
- Status
- Belonging
- Confidence
- Safety
- Speed
- Satisfaction
Example:
Instead of just using: “100% cotton T-shirt with short sleeves.”
Why not add someone like: “Your new favourite weekend shirt—soft enough to sleep in, stylish enough to wear out.”
2. Structure for Skimmers and Buyers
Modern users don’t read—they scan. So format matters.
Break your description into:
- A bold lead sentence (the hook)
- Short paragraphs (2–3 lines)
- Bullet points for features or technical specs
- Optional FAQ dropdowns or tabs for common questions
Use visual hierarchy to make the most important info pop. Don’t bury the good stuff.
3. Blend Features with Benefits (But Prioritise the Latter)
Features tell. Benefits sell. You still need specs (dimensions, material, compatibility, etc.), but explain what they mean for the customer.
Feature: Stainless steel casing
Benefit: Built to last a lifetime—resists scratches, dents, and daily wear.
4. Optimise for Search Without Sounding Robotic
You don’t need to stuff keywords—but you do need to be smart about on-page SEO.
Where your product description helps SEO:
- Unique copy per product (Google hates duplicates)
- Natural keyword usage (main product name, category, variations)
- Synonyms and related phrases (LSI keywords)
- Questions and answers users might Google
- Optimised headings (H2, H3 within product tabs)
Also: don’t forget meta descriptions. If you’re not writing custom ones, WooCommerce will use generic information. Clean that up.
5. Use Buyer Psychology: Scarcity, Social Proof & Trust Cues
Conversion copywriting isn’t just descriptive—it also needs to be persuasive.
Layer in subtle psychological triggers:
- Scarcity: “Only 3 left in stock” / “Limited edition”
- Urgency: “Order within the next 2 hours for same-day dispatch”
- Social proof: “Over 1,000 happy customers” / “As seen in…”
- Risk reversal: “30-day money-back guarantee”
- Trust markers: Security badges, delivery times, clear return policy links
These little elements give buyers confidence to commit.
6. Avoid These Common Mistakes
Generic manufacturer copy:
It’s boring, it’s duplicate content, and Google’s already ignoring it.
Keyword stuffing:
Looks spammy. Hurts UX and SEO.
Overuse of adjectives:
Everyone says their product is “amazing,” “stunning,” “beautiful.” Prove it instead with specifics and social proof.
One giant block of text:
Mobile users especially won’t even bother.
Missing or outdated info:
Nothing erodes trust faster than inaccurate specs, broken links, or missing pricing details.
7. Write for Mobile First
Most WooCommerce traffic comes from mobile devices.
This means:
- Front-load your most persuasive copy
- Break text up with spacing
- Use collapsible sections for long descriptions
- Avoid lengthy jargon and filler
Test how your descriptions appear on a small screen—especially before and after adding plugins that affect layout.
8. Test and Iterate — Your Copy Is Never “Done”
If you’re serious about conversions, you need to test your descriptions:
- A/B test different hooks or formats
- Measure bounce rates and time on product pages
- Look at user recordings or heatmaps to see where attention drops
Over time, you’ll learn exactly what works for your audience—and it’s often different from what you assumed.
Use AI Smartly, Not Lazily
AI can help brainstorm, outline, and even generate product descriptions—but don’t rely on it for the final voice.
Here’s a good workflow:
- Draft your copy using a structured template
- Run it through an AI tool for polish, variation, or SEO enhancement
- Edit heavily to align with your brand tone and accuracy
- Humanise everything before it goes live
AI is a tool—not a substitute for strategy, empathy or critical thinking.
Good Descriptions Afterthought
A lot of WooCommerce store owners treat product descriptions like an afterthought. When done right, your product pages become your best salespeople—working 24/7 to inform, persuade and convert.
