Think about your customer's questions
Before writing, check your chats. What do people always ask? Size, material, how long it lasts, whether it works as a gift, how long delivery takes? Every repeated question is something your description should answer.
A good description doesn't just inform: it saves time. Every doubt solved in the catalog is one less message to answer and one more customer who buys without waiting.
A simple structure that works
Start with a sentence that says what it is and what it's for, focused on the benefit. Then add the concrete details the customer needs to decide. Close with practical information, like care or preparation time.
Keep the text short and easy to read on a phone. Short sentences and concrete facts work better than long paragraphs.
- Opening sentence with the main benefit
- Details: measurements, material, ingredients, contents
- Who it's for or what occasion to use it
- Practical info: care, shelf life, delivery
Benefits before features
A feature is what the product has; a benefit is what it does for the customer. 'Cotton fabric' is a feature; 'cool and comfortable all day in the heat' is a benefit. Customers buy benefits and use features to confirm their decision.
Combine both: mention the benefit first and back it with the concrete fact. That way the description excites and convinces at the same time.
Examples by type of business
Clothing: 'Linen midi dress, cool and light for hot days. Relaxed cut that flatters every body type. Available in sizes S to XL. Hand wash or delicate cycle.'
Food: 'Moist chocolate cake with ganache filling, perfect for birthdays. Serves 12 to 15. Order 48 hours in advance; includes a free personalized message.'
Beauty: 'Hydrating serum with hyaluronic acid for dry or dehydrated skin. Lightweight texture that absorbs quickly with no greasy feel. 30 ml bottle, lasts about two months.'
Common mistakes to avoid
The most frequent mistake is leaving the description empty or repeating the product name. Another is copying the supplier's generic text, which reads the same in every store and doesn't answer your customers' questions.
Also avoid exaggerations you can't back up. Saying 'the best quality on the market' doesn't convince; saying 'reinforced seams and 220 gsm fabric' does.
- Empty or one-word descriptions
- Text copied from the supplier
- Exaggerated claims without facts
- Long paragraphs that are hard to read on a phone
Complement the description with variants and extras
Some information is better communicated with options than with text. In Vallen you can add variants like size or color with their own photo, priced add-ons like 'gift wrapping', and personalization fields so the customer can write a name or dedication.
You can also add an FAQ section to your store to answer general questions, like shipping or exchanges, without repeating them on every product.
A good product description answers questions, conveys benefits, and builds trust. It's your catalog's silent salesperson, working while you handle other things.
Start with your ten best sellers: review the questions you get about them and rewrite their descriptions. You'll see fewer doubts and more orders.