BigCommerce Product Descriptions: Writing Compelling Copy For Your Online Store

person using macbook pro on black table

When it comes to running an online store, one of the most important aspects is creating compelling product descriptions. Your product descriptions should be engaging, informative, and persuasive, helping to showcase your products and convince potential customers to make a purchase.

In this article, we’ll take a closer look at how to write compelling product descriptions on BigCommerce. We’ll cover everything from choosing the right tone and style to highlighting key features and benefits.

Understand your target audience

Before you start writing your product descriptions, it’s important to have a clear understanding of your target audience. Who are your ideal customers? What are their needs and preferences? By knowing this information, you can tailor your product descriptions to your audience, making sure they are relevant and engaging.

To get a better understanding of your audience, consider doing some market research or creating buyer personas – fictional representations of your ideal customers. This can help you to identify key information about your audience, such as their age, gender, income level, interests, and more.

Choose the right tone and style

When it comes to writing product descriptions, the tone and style you use can make a big difference in how your products are perceived. Your tone and style should be consistent with your brand identity, and should reflect the needs and preferences of your target audience.

For example, if you’re selling luxury items, you may want to use a more formal tone and style. On the other hand, if you’re selling products aimed at a younger demographic, you may want to use a more casual and conversational tone.

Highlight key features and benefits

Your product descriptions should highlight the key features and benefits of your products. This helps potential customers to understand exactly what they’re getting and why they should buy it.

When highlighting features, make sure to focus on those that are most important or unique. For example, if you’re selling a camera, you’ll want to highlight features like the quality of the lens, the resolution of the images, and the range of settings and modes available.

When highlighting benefits, think about how your products will make the lives of your customers easier, happier, or more fulfilled. For example, if you’re selling a fitness tracker, you might highlight the fact that it can help users to track their progress, set goals, and improve their overall health and wellness.

Use persuasive language

When writing product descriptions, it’s important to use persuasive language that encourages potential customers to take action. This might include using words like "must-have," "essential," or "limited edition." You might also use phrases like "imagine how great it would be" or "imagine never having to worry about" to help customers envision the benefits of your products.

Another key aspect of persuasive language is using social proof. This might include showcasing customer reviews or testimonials, or highlighting the popularity or success of your products within your industry.

Optimize for search engines

Finally, when writing product descriptions on BigCommerce, it’s important to optimize them for search engines. This means using relevant keywords and phrases in your descriptions that people might search for when looking for products like yours.

To optimize your product descriptions, start by doing some keyword research. This can help you to identify the most relevant and popular keywords in your industry or niche. Then, make sure to include these keywords naturally throughout your descriptions, without overstuffing them.

It’s also important to make sure your descriptions are easy to read and understand. This means using short paragraphs, bullet points, and headings to break up large blocks of text.


Writing compelling product descriptions on BigCommerce is an important part of running a successful online store. By understanding your target audience, choosing the right tone and style, highlighting key features and benefits, using persuasive language, and optimizing for search engines, you can create product descriptions that engage and convert potential customers.

Scroll to Top