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How to Write Product Descriptions for Online Stores Kenya (That Converts Like Crazy)

Are you struggling to write compelling product descriptions for your online store in Kenya?

A good product description can make or break a sale, as it’s often the first thing potential customers read about your product.

In this blog post, we’ll discuss how to write effective product descriptions that sell and help you stand out from competitors in the Kenyan ecommerce market.

Why Product Descriptions Matter

A product description is more than just a list of features.

It’s an opportunity to showcase the benefits of your product and persuade potential customers to make a purchase. A well-written product description can:

  • Increase conversion rates by providing customers with the information they need to make a purchase decision
  • Improve your search engine rankings by including relevant keywords
  • Help your products stand out from competitors in the Kenyan market

How to Write Product Descriptions That Sell

1. Know Your Target Audience

Before you start writing your product descriptions, it’s essential to understand your target audience.

Who are your ideal customers?

What are their pain points and needs?

By understanding your audience, you can tailor your product descriptions to address their specific concerns and highlight the benefits that matter most to them.

To identify your target audience, consider the following:

  • Conduct market research to understand the demographics and psychographics of your ideal customers
  • Use tools like Google Analytics to gather data on your website visitors
  • Identify common pain points and needs related to your product

2. Focus on Benefits, Not Just Features

When writing your product descriptions, focus on the benefits of your product, not just its features.

While features are important, customers want to know how your product can solve their problems or make their lives better.

For example, instead of simply listing the technical specifications of a smartphone, highlight how its long battery life and high-quality camera can help customers stay connected and capture important moments on the go.

3. Use Descriptive Language

To create compelling product descriptions, use descriptive language that engages the senses and helps customers visualize using your product.

Use power words like “luxurious,” “effortless,” and “revolutionary” to evoke emotion and make your product stand out.

However, be careful not to overdo it with buzzwords or exaggerated claims. Customers can spot insincerity from a mile away, and the last thing you want is to lose their trust.

4. Keep It Scannable

In today’s fast-paced world, customers often scan product descriptions rather than reading them in full. To make your descriptions easy to read and scannable, use:

  • Short paragraphs
  • Bullet points
  • Bold and italic text to highlight key information

5. Optimize for Search Engines

To improve your search engine rankings and make it easier for customers to find your products online, optimize your product descriptions for SEO.

This means including relevant keywords in your descriptions, as well as in your product titles and meta descriptions.

However, be careful not to stuff your descriptions with keywords or sacrifice readability for SEO.

The goal is to create descriptions that are both informative and engaging for customers.

6. Use Social Proof

Social proof, such as customer reviews and testimonials, can be a powerful tool for persuading customers to make a purchase.

Consider including customer reviews or testimonials in your product descriptions to provide social proof and build trust with potential customers.

7. Highlight Your Unique Selling Points

What makes your product unique?

What sets it apart from competitors in the Kenyan market?

Be sure to highlight your unique selling points in your product descriptions to help your products stand out.

For example, if your product is made with eco-friendly materials or supports a local charity, be sure to mention this in your description.

8. Include Essential Information

In addition to highlighting the benefits and unique selling points of your product, be sure to include essential information that customers need to make a purchase decision, such as:

  • Price
  • Size or dimensions
  • Materials or ingredients
  • Care instructions
  • Warranty information

Product Description Template

Here’s a simple template you can use to write your own product descriptions:

  1. Headline: Start with a compelling headline that grabs attention and highlights the main benefit of your product.
  2. Opening paragraph: Provide a brief overview of your product and its key benefits.
  3. Bullet points: Use bullet points to highlight the features and benefits of your product.
  4. Closing paragraph: Summarize the main benefits of your product and include a call-to-action encouraging customers to make a purchase.
  5. Technical specifications: Include any essential technical information, such as size or materials.


1. How long should a product description be?

There’s no hard and fast rule for how long a product description should be, but aim for around 150-300 words. This is enough to provide essential information without overwhelming customers.

2. Should I use humor in my product descriptions?

It depends on your brand voice and target audience. If humor aligns with your brand and resonates with your customers, feel free to use it in your descriptions. However, be careful not to overdo it or use humor that may be offensive or inappropriate.

3. How can I make my product descriptions stand out?

To make your product descriptions stand out, focus on benefits, use descriptive language, and highlight your unique selling points. You can also use storytelling techniques to create a narrative around your product and help customers visualize using it in their daily lives.


Writing effective product descriptions is essential for any online store in Kenya looking to increase conversion rates and stand out from competitors. By understanding your target audience, focusing on benefits, using descriptive language, and including essential information, you can create compelling product descriptions that persuade customers to make a purchase.

Use the tips and template provided in this blog post to start writing your own high-converting product descriptions and take your Kenyan ecommerce business to the next level.

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