Common Product Description Mistakes Costing You Sales

You’ve poured your heart and soul into creating a fantastic product. You’ve spent hours taking stunning photographs and have built a beautiful online store. Yet, you hear the disheartening sound of digital crickets. The sales just aren’t reflecting the quality of your work. What’s going wrong? More often than not, the silent culprit is one of the most overlooked assets on your product page: the description.

For many ecommerce entrepreneurs, Etsy sellers, and indie makers, writing product descriptions is an afterthought. This leads to common, easily fixable errors that actively turn potential buyers away. Your description is your 24/7 virtual salesperson. If it’s uninspired, confusing, or unhelpful, it’s failing at its one and only job. Let's dive into the most common product description mistakes and, more importantly, how to fix them to start converting browsers into loyal customers.

1. Focusing Only on Features, Not Benefits

This is arguably the biggest and most frequent of all product description mistakes. We see it everywhere: a list of technical specifications, materials, and dimensions. While this information is important, it doesn't sell the product. Features are the "what" (e.g., "100% merino wool," "500ml capacity," "waterproof zipper"). Benefits are the "so what?"—the positive outcome the customer experiences because of that feature.

People don't buy a drill bit; they buy the hole it creates. They don’t buy a merino wool sweater; they buy the feeling of luxurious, non-itchy warmth on a cold day. You must connect the dots for your customer.

• Instead of: "This backpack is made from ripstop nylon."
• Try: "Built with rugged ripstop nylon, this backpack is ready for any adventure, protecting your gear from unexpected rips and tears on the trail."

Always ask yourself, "How does this feature make my customer's life better, easier, or more enjoyable?" Then, write that down.

2. Using Generic, Boring, and Vague Language

Are your products "high quality," "excellent," or "great for any occasion"? If so, you’re using language that has lost all meaning. These generic phrases are placeholders that fail to create an emotional connection or differentiate you from the competition. Your product description is a prime opportunity to inject your brand's personality and paint a vivid picture for the reader.

Use sensory words that engage the imagination. How does the product feel, smell, sound, or look? Tell a story. Who is this product for? What moment is it perfect for?

• Instead of: "A nice candle for your home."
• Try: "Unwind after a long day as the warm, flickering glow of our hand-poured candle fills your space. Inhale the calming scent of lavender and chamomile, and feel the stress of the day melt away into a cozy, tranquil evening."

3. Ignoring Your Target Audience

Writing a one-size-fits-all description is a recipe for appealing to no one. A critical step in crafting compelling copy is knowing exactly who you're talking to. The language, tone, and benefits you highlight for a tech-savvy millennial will be vastly different from those you use for a retired gardening enthusiast. Failing to define and write for your specific customer persona is a huge product description mistake.

Before you write a single word, picture your ideal customer. What are their pain points? What are their values? What kind of humor do they appreciate? What problems are they trying to solve? Tailor your message to resonate with them directly, using their language.

For example, if you're selling a durable phone case:

• For a parent: "Protect your investment from sticky fingers and accidental drops. Our easy-to-clean case provides military-grade protection, giving you peace of mind."
• For an outdoor adventurer: "Engineered for the extreme, this shockproof case grips easily, even with gloves on, and withstands drops, dust, and grime, so you can focus on the summit ahead."

4. Creating an Unreadable "Wall of Text"

Online readers don't read; they scan. When a potential customer clicks on your product and is met with a dense, intimidating block of unbroken text, their eyes glaze over. They won't hunt for the information they need. They'll just click away.

Readability is crucial for keeping visitors engaged. Break up your text to make it easy to digest. Good formatting guides the reader’s eye to the most important information.

• Use short, punchy paragraphs (2-3 sentences maximum).
• Incorporate bullet points to list key benefits, features, or care instructions.
• Use bold text strategically to emphasize key phrases.
• Ensure there is plenty of white space on the page.

The Solution: How to Write Perfect Descriptions, Every Time

Avoiding these common product description mistakes takes practice and creativity, which can be challenging and time-consuming, especially when you have a large catalog of products. Writer's block is real, and it can be frustrating to stare at a blank page, trying to find the perfect words to do your products justice.

This is where AI tools can be a game-changer, but only if you know how to guide them effectively. That’s why we created the ChatGPT Prompt Pack for Ecom, Etsy & Indie Makers. This comprehensive toolkit is specifically designed to help you overcome every mistake listed here. It’s packed with expertly crafted copy-and-paste prompts that guide ChatGPT to generate compelling, benefit-driven, and brand-aligned descriptions in seconds. Stop guessing and start generating copy that sells. The prompts help you define your audience, translate features into irresistible benefits, and create perfectly formatted, SEO-friendly text that captures your unique brand voice.

5. Forgetting About Search Engine Optimization (SEO)

You can write the most beautiful, persuasive prose in the world, but it won't matter if no one can find it. Neglecting SEO is a silent sales killer. You need to think about what words and phrases your ideal customer is typing into Google, Etsy, or Amazon to find a product like yours. These are your keywords.

Do some basic keyword research using free tools like Google Keyword Planner or paid ones like Ahrefs. Identify a primary keyword and a few secondary, related keywords. Then, weave them naturally into your product title, description, and any subheadings. Avoid "keyword stuffing," which is repeating the phrase unnaturally. The goal is to write for humans first and search engines second.

6. Having No Clear Call to Action (CTA)

You've done it. You've written a fantastic description that highlights benefits, speaks to your audience, and is easy to read. The customer is convinced. Now what? You need to tell them what to do next! It might seem obvious, but explicitly asking for the sale can significantly increase your conversion rate. Don't leave them hanging.

End your description with a clear, concise, and compelling call to action. A gentle nudge can be the final push they need to make a purchase.

• "Add this handcrafted mug to your cart and make every morning a little cozier."
• "Choose your size and order today to experience unparalleled comfort."
• "Click ‘Buy Now’ and get ready to transform your space!"

Conclusion: Turn Your Descriptions into Sales Machines

Your product descriptions are far more than simple placeholders; they are powerful sales tools. By avoiding these common product description mistakes—focusing only on features, using bland language, ignoring your audience, creating walls of text, forgetting SEO, and omitting a CTA—you can transform your product pages from passive listings into active, persuasive salespeople. Take some time this week to audit your current descriptions. By making these simple but effective changes, you can provide a better customer experience, improve your search ranking, and, most importantly, drive more sales. And if you need a powerful shortcut to get it all done, the ChatGPT Prompt Pack for Ecom, Etsy & Indie Makers is ready to help you craft perfect descriptions every single time.

Meta description: Are common product description mistakes costing you sales? Learn how to fix errors like poor SEO, boring copy, and bad formatting to boost conversions.