Writing a product description people trust

Written for HubCage: the essentials, without the noise.

Buyers skim descriptions looking for reasons to say no. Give them the facts first: size, materials, what is in the box, what it works with, and how it is delivered and returned. Then explain who it is for and what problem it solves in the customer's words, not the manufacturer's. Superlatives without evidence make a page feel less trustworthy, not more.

Photographs do half the selling. Show the product in use, at real scale, from several angles and with any flaws visible. Answer the three most common questions on the page itself rather than in a help centre. Finally, read the description out loud; if a sentence would embarrass you to say to a friend across a counter, cut it.