When you're running an online store, product descriptions are the most effective way of convincing your customers to click 'add to basket'. If your copy doesn't call out the benefits of your products in a way that your target audience understands, they'll end up going with your competitors. We don't want that.

There are a number of ways that good e-commerce copywriting can encourage a sale. Using an active voice and CTAs (calls to action) in your product descriptions can lend an immediacy to them that compels a customer to make a purchase. Striking the right balance between describing the features of a product and painting a picture of the real-world benefits is also important.