4 min readE-commerceProduct PagesCopywritingSri Lanka
How to Write Product Descriptions That Sell (With a Simple Template)
Written by Nethma DissanayakeOnline Store Builder4 min read
Learn how to write product descriptions that answer real customer questions, reduce returns and help shoppers decide, with a simple structure you can copy.
A product description has one job: help a shopper decide. In a shop, a seller can answer questions, show the item and read the customer's face. On an online store, your description does all of that alone. Many small stores in Sri Lanka copy the supplier's text or write a single line, and then wonder why people look at the photo and leave. This guide shows a simple way to write product descriptions that answer real questions and make buying feel safe.
Start with the questions your customers ask
Before you write anything, open your WhatsApp and Facebook messages and list the questions people ask about the product. Typical ones are: Is it original? What size should I order? How long does delivery take? Can I return it? Is cash on delivery available? Every question that reaches your inbox is a gap in your page. Write the answer into the description and you will get fewer messages and more orders.
Lead with what the product does for the buyer
Do not open with a list of materials and model numbers. Open with the result. "A lightweight backpack that fits a 15 inch laptop and a lunch box" tells a buyer more than "Polyester bag, 3 compartments". Put the specifications lower down, where people who want detail can find them. Most shoppers decide in the first two lines, so make those lines count.
Use a simple structure
A structure that works for almost any product:
- One sentence that says what it is and who it is for.
- Three to five short bullet points with the main benefits.
- A short paragraph with details such as how it feels, how to use it or what is in the box.
- A specifications block with size, colour, material, weight and warranty.
- Delivery and returns in one or two plain lines.
Short paragraphs and bullet points are easier to read on a phone, which is where most of your visitors are.
Be specific instead of using big words
Words like "premium", "high quality" and "best price" do not mean anything because every seller uses them. Replace them with facts. Instead of "durable", say "the zip is metal and the stitching is doubled at the straps". Instead of "fast delivery", say "delivered in Colombo in 1 to 2 working days, and island wide in 3 to 5". If you cannot state a fact, leave the claim out. Never promise something you cannot deliver, because a refused parcel costs you more than a lost sale.
Say how to choose the right size or version
Wrong size is one of the biggest reasons for returns in clothing and shoes. Add a size chart with measurements in centimetres and a line on how to measure. For products with versions, such as phone cases or spare parts, list the exact models they fit. A clear fit guide protects you from returns and gives the customer confidence.
Write for search as well as for people
Use the words a customer would type into Google, in the title and the first paragraph. For example, "women's leather handbag Sri Lanka" is how real people search, while a long brand code is not. Write one unique description per product. Copying the supplier's text means many stores show the same words, and search engines have little reason to prefer yours. Do not stuff keywords. Write naturally and include the key phrase once or twice.
Add proof where you can
If you have honest customer reviews, show them on the page. A photo of the real product, taken on your own table, often builds more trust than a polished catalogue image. Mention your return policy and your WhatsApp number so a worried customer knows they can reach a real person.
A quick before and after
Before: "Water bottle. Steel. 750ml. Good quality."
After: "Keeps drinks cold for a full day of school or work. This 750 ml steel bottle fits most bag side pockets and has a leak-proof lid. Easy to clean with a wide mouth. Delivered island wide, with cash on delivery available."
The second version is only a few lines longer, but it answers what a buyer wants to know.
Final thoughts
Good product descriptions are not clever writing. They are clear answers to real questions. Start with your best sellers, rewrite five descriptions this week and watch your messages and orders. To go further, use our product page checklist to review the rest of the page, and make sure the page loads quickly with these Shopify speed fixes. If you want help improving your store, see my freelance e-commerce developer service in Sri Lanka.
