eCommerce Product Descriptions: Convert Browsers Into Buyers

A great product photo grabs attention—but it’s the words that close the sale. eCommerce product descriptions play a critical role in informing shoppers, increasing trust, and driving conversions. Done right, they also improve SEO, boost rankings, and help your products get found in search engines.

For Australian eCommerce businesses, strong product copy isn’t optional—it’s a key driver of sales performance.

Why eCommerce Product Descriptions Matter for Sales and SEO

Your product descriptions serve two vital purposes: they help customers decide to buy, and they help Google understand what you’re selling. A generic, keyword-stuffed paragraph won’t do the trick. Clear, benefits-focused descriptions with relevant keywords are what drive both conversions and discoverability.

As BigCommerce explains, compelling descriptions improve user experience, differentiate your brand, and support long-term organic traffic growth.

1. Inform Customers and Reduce Uncertainty

Buyers can’t touch or try your product—so your description must fill in the gaps. Highlight product features, dimensions, materials, and key benefits. Use simple, specific language that makes it easy for users to imagine the item in their hands.

2. Influence Buying Decisions

A well-written description can turn hesitation into action. Speak directly to the customer’s pain points and show how the product solves them. Use persuasive copywriting techniques like social proof, urgency, or value comparisons.

Many ecommerce marketing agencies pair strong product descriptions with professional photos and UGC to reinforce trust and increase conversions.

3. Contribute to Search Engine Rankings

Optimised copy helps your product pages rank for relevant search terms. Include keywords naturally, use bullet points for readability, and ensure your meta titles and descriptions align with the product page content.

This is a key tactic used by any reputable ecommerce seo agency aiming to increase organic traffic.

Best Practices for Writing eCommerce Product Descriptions

1. Focus on Benefits, Not Just Features

Customers care more about what a product can do for them than the technical specs. Instead of saying “100% cotton,” try “breathable and soft—perfect for summer days.”

2. Make It Scannable

Use bullet points, short paragraphs, and bolded text to make the content easy to scan. Most shoppers skim—don’t make them work harder than they need to.

3. Align Tone With Brand and Audience

Whether your brand voice is fun and playful or clean and minimalist, your descriptions should reflect that. Keep language consistent with your broader ecommerce marketing strategy across your site.

Great eCommerce Product Descriptions Sell More

eCommerce product descriptions are more than text—they’re your virtual sales assistant. They inform, persuade, and optimise your site for search engines. Investing time into writing quality descriptions pays off in more traffic, more engagement, and more sales.

Want examples and templates? Check out BigCommerce’s product description writing guide for inspiration.

Want Descriptions That Actually Convert?

We help eCommerce brands write high-performing product descriptions that inform, engage, and rank. Contact Marketing Together to upgrade your product content and drive more conversions.