Product descriptions that sell without the fluff
Photo: Avila Ops Tecnologia
A description that sells answers, in this order: who it is for, what it solves, what is in the box, what is not, dimensions, and care instructions. No adjectives customers cannot verify. “High quality” says nothing; “double stitching and cotton lining” does. The text can be five lines. What matters is leaving no question unanswered.
The description closes the sale the photo started and prevents exchanges that cost shipping twice. Supplier copy appears identically in 50 stores, and Google tends to show only one, usually the strongest store. Your own description, however short, is the only thing in the catalog nobody else has.
What structure works?
Photo: Avila Ops Tecnologia
Four sections, each with a purpose. You do not need headings within the listing; the order provides structure.
| Section | Answers | Length |
|---|---|---|
| Opening | Who it is for and what it solves | One or two sentences |
| What it is | Material, composition, operation, package contents | Three to five lines or a list |
| What to check | Dimensions, weight, size chart, voltage, expiration | List |
| Care and limitations | Washing or storage, who it does not suit, warranty | Two or three sentences |
The opening is what most people skip. “300 ml ceramic mug” describes; “A mug for people who drink large coffees and are tired of reheating them twice” sells and describes. Both in one sentence.
What should you cut?
What takes space and drives people away:
- Unproven adjectives: “premium,” “amazing,” “exceptional quality.” Replace with facts: fabric weight, origin, warranty period.
- Company history. That belongs on the about page, not the listing.
- Pasted supplier copy. Rewrite in your words, even if shorter.
- Promises you cannot keep: “lasts forever,” “suitable for every skin type.”
- Emojis, all caps, and exclamation points. They convey haste, not trust.
If unsure what to include, take the three questions customers most often send on WhatsApp about the product. Their answers are the description. The guide what is a product page, and what does it need? lists the page’s other elements.
Example: before and after
Before, from the supplier:
“High-quality women’s bag, modern and versatile. Ideal for everyday use. Various colors.”
After, rewritten for buyers:
“A shoulder bag for anyone carrying a 14-inch laptop who does not want to look like they are heading to the gym. Synthetic leather with fabric lining, two interior pockets, and one exterior zip pocket. Dimensions: 38 cm wide, 30 cm high, 12 cm deep. Adjustable strap from 60 to 120 cm. Charger and organizer not included. Clean with a damp cloth; do not machine wash. Available in black, caramel, and moss green.”
The second text is longer and still contains no fluff. Every sentence answers a question someone would ask. Customers needing a bag for a 15-inch laptop discover it will not fit, preventing one exchange.
How do you write 80 descriptions without losing a month?
- Create one template per category. All mugs follow the same information order; only the content changes.
- Use AI for a draft, never the final version. Provide dimensions, material, and intended audience, and request short text without adjectives. Then verify every number. The AI prompts guide has ready-made instructions.
- Start with your 20 best-selling products. The others can wait.
Product names follow their own rule, different from descriptions: they must match what customers type. See product titles: how customers search, not what you call them.
What to do now
Open your best-selling product’s page and read the description as someone who has never seen it. Note remaining questions and answer all of them in the text today. In the Pro E-Commerce plan, Avila Ops enters products with descriptions following this standard. A store live in one day, without sales commission: avilaops.com/loja-virtual or contact us on WhatsApp: wa.me/5517997811471.
Frequently asked questions
What is the ideal product description length?
Enough to answer who it is for, what is included, dimensions, and care. For most products, between 50 and 150 words. Technical products may need more; simple products, less.
Can I copy the supplier’s description?
You can, but it appears identically in dozens of stores and does not answer your customers. Use it as a source for technical data and rewrite the rest in your words.
Do product descriptions help on Google?
Yes, when unique and using words people search for. Duplicated text from other websites does not help. Your own text, with dimensions and use cases, gives Google a reason to show your page.
Turn what you learned into your next step.
Tell us about your company and what you want to improve. We can explore the right tools, integrations or custom project together.