6 Copywriting Tips for Crafting Engaging (and Profitable) Ecom Product Pages

Irene Wanja Nov 29, 2022

Reading Time: 4 minutes

Writing product descriptions that truly capture the essence of your products and compel customers to buy from you can be a challenge. After all, copywriting isn’t just about writing a few words that accurately describe your item. It’s about getting into the mindset of your target audience and crafting a compelling story that speaks to them directly. Fortunately, there are some powerful copywriting techniques you can use on your product pages to make them more appealing to buyers and boost your sales. 

a copywriter copywriting product pages for an ecommerce store.


A product page is an important asset for any ecommerce business. It’s the digital space where potential customers can explore and learn more about your products, decide if they want to buy it, and then actually make a purchase. As such, you need to ensure that your product pages are engaging and persuasive enough to convince visitors they should take the next step and complete a purchase. The best way to do this is through copywriting techniques that appeal to the buyer’s emotions and boost sales. Let’s dive into how you can craft powerful product pages with effective copywriting techniques. 

1. Create urgency 

One of the most effective copywriting techniques is creating urgency. You want customers to act now rather than waiting or leaving your website without making a purchase. One way to do this is by adding scarcity language like “only 5 left in stock” or “offer ends tomorrow” on your product page. This motivates visitors to click “buy now” before someone else does or before the offer expires. 

Another approach you can take is highlighting convenience with phrases like “arrives in 2 days” or “free shipping today only!” This encourages potential customers who are on the fence about buying from you because they know their item will arrive quickly or won’t have additional shipping costs associated with it. 

2. Speak directly to your audience

It’s also important that your copy speaks directly to your target audience so that it resonates with them on an emotional level. For example, if you’re selling running shoes, emphasize how they’ll help runners get better results whether it’s faster times, fewer injuries, etc., by writing in a conversational tone as if you’re talking directly to them as opposed to writing generic descriptions of features and benefits which don’t involve them personally. Doing this will help establish trust between you and potential customers while convincing them that your products are worth investing in long-term since they will be able to reach their goals with them. 

3. Include testimonials and reviews

Testimonials and reviews from other customers are extremely valuable when it comes to convincing potential buyers that your products are worth their money. Include customer quotes throughout the product page in order to reinforce its value proposition. If you have multiple customer reviews, consider using an aggregated rating system (e.g., stars) as well. This is especially useful for ecommerce stores where shoppers often rely on ratings before purchasing an item. 

4. Highlight features and benefits 

When writing product descriptions, it’s important to focus on highlighting both the features and benefits of each item in order to give readers an idea of what they can expect if they purchase it. Feature-focused copy should emphasize how each item works while benefit-focused copy should focus on how the buyer will benefit from using it (e.g., improved productivity, better performance). The goal here is to show potential customers how this particular item can improve their lives in some way. This is what will ultimately convince them to buy from you instead of another store or website.

5. Use visuals

Visuals such as photographs or videos are key when selling products online because they allow shoppers to get a better understanding of what the actual items look like without having seen them in person first. Include high-quality visuals throughout the product page so shoppers know exactly what they’re buying before adding it to their cart. This will help reduce instances of buyer remorse after making a purchase since customers can see what they’re buying ahead of time! 

6. Tell stories 

Stories are powerful tools for engaging customers because they allow businesses to create an emotional connection between themselves and potential buyers. Whether it’s a story about an athlete achieving success with one of your products or a customer overcoming obstacles after using one of yours, these stories give people something tangible that resonates with them more than just simply listing out facts about why someone should buy from you—especially when these stories come from real people who have used your products and experienced success first-hand. Telling stories helps build trust between yourself and potential customers while giving them an incentive to purchase from you rather than another business offering similar products without any context behind them (other than what’s listed on their own pages). 


Crafting powerful product pages with effective copywriting techniques is essential for any ecommerce business looking for increased conversions and higher sales figures over time—regardless of industry or niche market segmentation. Creating urgency through scarcity language appeals directly to buyers, while speaking directly at them establishes trust and convinces them that investing in your company long-term will give them results they desire. Emphasizing both features and benefits, including visual content, highlighting customer reviews/testimonials, and telling stories gives people something tangible beyond just facts, which helps engage potential customers more deeply. And the more engaged they are with your brand, the more likely they are to buy from you versus the competition.

All these tactics work together to yield powerful results in terms of increased conversions and higher sales figures over time, regardless of industry or niche market segmentation!


About the author

Irene Wanja

Irene, a skilled Revenue Optimization Specialist for Build Grow Scale, combines an unparalleled focus on user research and a deep understanding of the ecommerce customer journey to orchestrate optimal shopping experiences. With an uncanny knack for detecting and addressing customer pain points through meticulous user testing, she utilizes tools such as moderated user tests, heatmaps, scrollmaps, and clickmaps to fast-track improvements in user experience and usability. Her keen eye for detail aids in swiftly spotting potential issues and implementing solutions, all while working closely with store owners and applying her intricate comprehension of user interactions. Passionate about software and technology, Irene immerses herself in enhancing her clients' business clarity, efficiency, and user satisfaction. Even though the value of user experience doesn't conform to a conventional numerical scale, the tangible outcomes of her work—improved user experience, amplified retention rates, and reduced customer support issues—are testaments to her prowess. Beyond her revenue optimization skills, Irene is a skilled writer and copywriter. She weaves her profound insights into engaging prose, crafting content that not only resonates with diverse audiences but also demystifies the complexities of user experience, consequently benefitting businesses worldwide.

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