How long should a product description be?

Long enough to answer every question a buyer has, and no longer. For most small-shop products that is a one-line opener, three to six benefit bullets and a short details list, roughly 80 to 200 words. Higher-priced or technical items can justify more.

Should I copy the manufacturer’s description?

Avoid it. The same text appears on every other shop selling the product, so it gives search engines no reason to rank yours, and it rarely speaks to your customers. Rewrite it in your own words with your own details.

Do product descriptions help SEO?

Yes. Unique descriptions that use the phrases people actually search for, along with a clear title, help your pages show up in Google and in marketplace search. Duplicate or empty descriptions are a common reason small shops do not rank.

Can I use AI to write product descriptions?

It can give you a first draft, but check every fact against the real product, cut generic filler, and make sure each description is different. A human edit is what makes it accurate and persuasive.

Guide · Small business · Selling online

How to write product descriptions that sell: a 6-part formula

Most small-shop product pages lose the sale in the description: a copied manufacturer blurb, a list of features, or nothing at all. This formula fixes that in about ten minutes per product, and works on Shopify, Etsy, eBay, Amazon and your own website.

Rather not write them yourself? 10 descriptions for £20

The 6-part formula

Open with who it is for and the result they get. The first line should answer "is this for me?" in one breath. "A slim leather wallet for people who hate a bulging back pocket" does more work than "Premium genuine leather wallet". Most shoppers read the first line and the bullets, then decide.
Turn every feature into a benefit. For each feature, finish the sentence "which means...". 100% cotton, which means it stays soft after fifty washes. Dishwasher safe, which means no hand-washing after dinner. Keep the feature in, because searchers type features, but lead with what it does for them.
Give the facts people need before they buy. Size and dimensions, materials, what is in the box, care instructions, compatibility, and delivery time. Missing facts create doubt, and doubt becomes an abandoned basket or a return. Put them in short bullets so they can be scanned.
Use the words your buyers search for. Write the phrase a real person would type, such as "personalised dog collar with name", in the title, the first sentence and once more naturally in the body. Do not stuff it in ten times; search engines and marketplaces both penalise that.
Answer the objection before it is asked. Every product has one worry: will it fit, will it last, is it the right size, can I return it. Answer it in a sentence. "Runs true to size; if it does not fit, swap it free within 30 days" (only if that is genuinely your policy).
Finish with a clear next step. End with a short line that makes the decision easy: what to choose, when it arrives, or why to order now (for example, an honest posting date before Christmas). No fake scarcity or invented reviews.

Before and after

Before: “Ceramic mug. 11oz. Dishwasher safe. Printed design.”

After: “The mug for the friend who is always ‘just five more minutes’. A generous 11oz (330ml) ceramic mug, printed so the design will not peel, and dishwasher and microwave safe, so it goes straight from the desk to the rack. Arrives gift-boxed.”

Same facts, but now it says who it is for, why it is better, and removes the two worries (will the print peel, can it go in the dishwasher).

Free template you can copy

Paste this into your listing and fill in the brackets.

[Who it is for] + [the result they get], in one sentence.

Why you will like it:
- [Feature], which means [benefit]
- [Feature], which means [benefit]
- [Feature], which means [benefit]

The details:
- Size / dimensions:
- Materials:
- In the box:
- Care:
- Delivery:

[One line answering the main worry: fit, durability, returns]
[One line next step: choose your colour, order by X for Christmas]

Mistakes that cost sales

Copying the supplier’s text word for word.
Leaving out sizes, materials or delivery times.
Writing a paragraph wall instead of scannable bullets.
Stuffing the same keyword into every sentence.
Claims you cannot back up, such as “best in the UK” or reviews you do not have.

Frequently asked questions

How long should a product description be?: Long enough to answer every question a buyer has, and no longer. For most small-shop products that is a one-line opener, three to six benefit bullets and a short details list, roughly 80 to 200 words. Higher-priced or technical items can justify more.
Should I copy the manufacturer’s description?: Avoid it. The same text appears on every other shop selling the product, so it gives search engines no reason to rank yours, and it rarely speaks to your customers. Rewrite it in your own words with your own details.
Do product descriptions help SEO?: Yes. Unique descriptions that use the phrases people actually search for, along with a clear title, help your pages show up in Google and in marketplace search. Duplicate or empty descriptions are a common reason small shops do not rank.
Can I use AI to write product descriptions?: It can give you a first draft, but check every fact against the real product, cut generic filler, and make sure each description is different. A human edit is what makes it accurate and persuasive.

Got a whole catalogue to do?

TCH Works writes original, search-friendly product descriptions using exactly this formula: 10 products for £20 or 25 for £45, delivered as a spreadsheet ready to paste or import into Shopify, Etsy, eBay or WooCommerce. You send product names and any supplier details; we send back finished copy.

See the product description service · from £20

Written by TCH Works, Harlow, Essex, October 2026.