When it comes to selling on Etsy, writing an optimised product description is an important part of making sure your Etsy listings sell.
Your product descriptions need to do more than just describe what you're selling - they need to convince your potential customers that your product is exactly what they need. A well-crafted description doesn’t just inform, it persuades.
Your product description needs to persuade shoppers by highlights the best parts of your product, and eliminate any of their potential barriers of purchase.
In this article, I’ll walk you through my product description formulas that you can copy. I'll cover both physical products and digital products. These templates are designed to help you showcase the value of your products while addressing common buyer concerns, ultimately improving your sales.
Let’s get started.
To ensure your product descriptions are as effective as possible, keep the following best practices in mind:
Your description is your opportunity to communicate the unique value of your product. What sets your product apart from the competition? Whether it’s the craftsmanship, the materials, or the story behind it, your description should showcase what makes your product special. Also ask yourself how your product improves the buyer’s life or solves a problem.
For instance, instead of simply saying, “This is a handmade blanket”, you could describe the unique method it was crafted (like “the blanket is weaved in an aesthetic herringbone pattern”), or the benefit it brings to the customer (like “perfect for a cozy night in”). This helps shoppers see a clear reason why they should buy from you.
A good product description builds trust by being informative, clear, and easy to understand. Online Etsy shoppers often have additional questions or concerns compared to shopping in retail stores. They’ll want to know information about:
A well-written description addresses these concerns, eliminating barriers of purchase, and making it easier for shoppers to hit “Add to Cart.”
Use a conversational tone that speaks directly to your customer. Most shoppers on Etsy expect friendly and semi-informal way of communicating, so avoid stiff, formal language.
Addressing the customer as “you” makes the description feel more personal, as if you’re talking to them one-on-one. Instead of “This mug is ideal for coffee drinkers,” write “You’ll love starting your day with this cozy handmade mug”
Focus on writing to be clear and not clever. Most shoppers don’t have time to read product descriptions that don’t get to the point quickly, so make sure all the key points are easy to find. And that brings us to some tips to help you ‘format’ your Etsy product description so that it is easy to read.
Formatting is often ignored by new Etsy sellers. Shoppers don’t want to read through large blocks of text, especially when they are browsing and comparing different products. To make sure they get the important information quickly, here’s how to structure your descriptions for readability:
Use short paragraphs. I recommend paragraphs to have a maximum of 3 sentences. If it’s something really important, write that sentence as a standalone paragraph.
Shoppers skim for key information, and large blocks of text makes them don’t want to read. Each paragraph should focus on a single idea, such as describing the product, its benefits, or how it will be shipped.
Bullet points make it easy for shoppers to quickly scan your product’s most important features. After the opening paragraphs, list out 3-5 key product features or benefits in bullet point form. For example, instead of writing a long paragraph about the features of your handmade candles, you could list them like this:
This structure is much easier for customers to digest and helps them make quick purchasing decisions.
As Etsy doesn’t give you formatting options, using symbols and emojis are a great way to highlight information and create headings or sections.
For example, adding an emoji like “✅” or symbols like “**” around important phrases such as “✅ Free Shipping” or “** 100% Handmade **” can draw attention to these selling points. Or you can use dashes to separate different sections.
Similarly, you can use dashes to separate different sections like this example from DigitalStd:
Or you can use all capitalised letters to create headings for your sections (example from CaitlynMinimalist):
Now that we have these tactics and best practices of writing product descriptions, let’s jump into my formulas that you can copy:
Physical products are tangible, so buyers often want to know not only what they’re purchasing but also how it looks, feels, and functions. A clear, informative description can help the customer ‘visualise’ the product and understand its benefits.
Catch attention. 1-2 sentence(s) that include the most compelling selling point of your product, and a short description of what you’re selling and why your target customer will love it. Best to include 2-3 long-tail keywords naturally in this paragraph as Etsy now scans your product description for SEO keywords as well.
For example: “Ideal for small succulents or herbs, this monochrome clay planter promotes healthy plant growth with its natural clay material with proper drainage. Whether placed on a windowsill or as a table centrepiece, it adds warmth and charm to any space.”
Expand on your key product benefits. Focus on your target customer and how it solves their problems/make their lives better. Keep it brief, about 2-3 sentences.
3-5 bullet points that mix product benefits with features. Focus on the advantages, transformation and positive outcomes your customers will get from your product. For example:
Set your customer expectations on when they will get the product, especially important during holiday seasons.
Strongly recommend if your product can be bought as a gift. Mention whether it’s possible to include a custom note, not include an invoice, etc. If you offer gift wrapping, mention it here and show it in your listing photos. Also important during holiday or gifting seasons.
The essential information about your product. Use bullet points to improve readability. Check with the list at the back for what to include potentially. For example:
A good product guarantee can minimise the doubts in customers’ minds. Make sure it’s not limiting and easy to be initiated by your customers.
If you have a large following, or other significant achievement like a feature in a well-known magazine, show it off here. You can also highlight 1-2 customer testimonials after asking for permission from the customers.
Digital products like downloadable prints or templates require a different approach. Since buyers won’t receive a physical item, the description must clearly explain what’s included, how it will be delivered, and how the buyer can use it.
Catch attention. 1-2 sentence(s) that include the most compelling selling point of your product, and a short description of what you’re selling and why your target customer will love it. Best to include 2-3 long-tail keywords naturally in this paragraph as Etsy now scans your product description for SEO keywords as well.
For example: “Ideal for small succulents or herbs, this monochrome clay planter promotes healthy plant growth with its natural clay material with proper drainage. Whether placed on a windowsill or as a table centrepiece, it adds warmth and charm to any space.”
Expand on your key product benefits. Focus on your target customer and how it solves their problems/make their lives better. Keep it brief, about 2-3 sentences.
3-5 bullet points that mix product benefits with features. Focus on the advantages, transformation and positive outcomes your customers will get from your product. For example:
For example, write “No physical labels will be shipped. Digital design only” to clarify and control customer expectations, like this example from BlushDesignTemplates:
How your customer will get the digital product to give them a clear expectation. If it involves multiple steps, lay them out in a numbered list.
The essential information about your product. Use bullet points to improve readability. Check with the list at the back for what to include potentially. For example:
Recommendations of how customers can print out the designs easily. Include links to printing services if appropriate.
A good product guarantee can minimise the doubts in customers’ minds. Make sure it’s not limiting and easy to be initiated by your customers.
If you have a large following, or other significant achievement like a feature in a well-known magazine, show it off here. You can also highlight 1-2 customer testimonials after asking for permission from the customers.
Product descriptions are just one piece of the puzzle when it comes to optimising your Etsy listings and increasing your conversion rate (so you can sell more!) To do that, it’s essential to also optimise your Etsy listing photos. Click here for a detailed guide on how to optimise your listing photos to boost conversion rate.
But if you want to take your Etsy shop to the next level, then consider joining GYC Etsy Academy 2.0 where I’ll dive deeper into crafting high-converting Etsy listings. You’ll find a library of comprehensive courses, as well as the biggest resource library for Etsy sellers.
