A product description that sells answers the buyer's questions before they have to ask: what it is, who it's for, what it does for them, what exactly they get, how and when they'll receive it, why they should trust it, and what to do next. Lead with the benefit in plain words, use specific details instead of "premium quality", put the most important information in the first two lines (that's all many people read on a phone), and end with a clear reason to buy now.
Why descriptions matter so much online
In a shop, a buyer can touch the fabric, smell the cream, ask you questions. Online, your photos and your words do all of that. A weak description doesn't just fail to sell; it creates questions, and every question is a DM you have to answer or a buyer who leaves.
The 7-part template
| Part | What to write | Example (shea butter) |
|---|---|---|
| 1. Name | What it is, plainly | Natural shea body butter, 250 g |
| 2. Promise | The main result, one line | Soft, moisturised skin all day, even in harmattan |
| 3. Who it's for | The buyer and their situation | For dry or sensitive skin, adults and children |
| 4. Benefits | 3–5 bullets, benefit first | Absorbs in a minute, no greasy feel |
| 5. Details | Size, ingredients, materials, dimensions, format | 100% unrefined shea from Tamale, no fragrance |
| 6. Delivery | How and when | Accra in 24 hours, other regions 2–3 days |
| 7. Proof + action | A review or number, then the CTA | "My son's eczema calmed in a week." Order now |
Examples by product type
Fashion
Ankara wrap dress, made to measure A dress that fits you, not a size chart. Send your measurements and get a wrap dress made for your body in 7 days.
- Adjustable wrap waist that flatters every shape
- Fully lined, so it doesn't cling or show through
- Wash at 30°, colours don't run (we pre-wash every fabric) Fabric: 6 yards Ankara (choose from 8 prints) Ready in: 7 days, delivery in Accra free "Fits like it was poured on me." Efua, Tema GH₵ 450. Order and send your measurements: [button]
Key: fit, fabric quality, care, real customer photos.
Beauty and skincare
Dark spot serum, 30 ml Fade dark spots and even your skin tone in 4–8 weeks, without bleaching.
- Niacinamide and vitamin C, gentle enough for daily use
- Works on all skin tones, made for melanin-rich skin
- Light, absorbs in seconds, works under makeup How to use: 3 drops morning and night, then sunscreen. Lasts: about 6 weeks. FDA registered. 400+ bottles sold. GH₵ 180. Order now: [button]
Key: realistic timeframe, safety (registration, "no bleaching"), how to use, how long it lasts.
Food and cakes
Red velvet celebration cake, 8 inch Moist red velvet with cream cheese frosting, decorated with your message.
- Serves 12–15
- Baked fresh on the day of delivery
- Eggless option available Order: at least 48 hours before your date. Delivery: Accra and Tema, GH₵ 30. GH₵ 380. Choose your date: [button]
Key: size and servings, freshness, lead time, allergies.
Gadgets
Wireless earbuds with charging case Up to 6 hours of music on one charge, 24 hours with the case.
- Clear calls with noise reduction, even in trotro traffic
- Pairs with Android and iPhone in seconds
- 3 sizes of ear tips included Warranty: 3 months, replace if faulty. GH₵ 220. Delivered tomorrow in Accra: [button]
Key: real-life benefits of specs, compatibility, warranty.
Ebooks and guides
The Bakery Starter Guide (PDF, 48 pages) Start a home bakery in 30 days with GH₵ 1,000 or less.
- The 12 tools you actually need (and the 20 you don't)
- Pricing sheet: never undercharge again
- 10 recipes that sell best in Ghana, with costs Format: PDF, read on any phone. Instant download by email after payment. "I made my first GH₵ 2,000 in my second month." Abena GH₵ 120. Get it now: [button]
Key: page count, what's inside, instant delivery, a result.
Online courses
Excel for Job Interviews (video course) Pass the Excel test employers give, in 2 weeks, on your phone.
- 12 short lessons (10–15 minutes each)
- Practice files that copy real interview tests
- A WhatsApp group for questions while you learn Access: lifetime, start immediately after payment. GH₵ 250, or 2 payments of GH₵ 130: [button]
Key: lesson count and length, outcome, access, payment options.
Services
Logo design package A professional logo you'll be proud to put on your shop, packaging and social media.
- 3 initial concepts, 2 rounds of changes
- Files for print and social media (PNG, PDF, SVG)
- Ready in 5 working days How it works: pay, fill in a short brief, get concepts in 3 days. GH₵ 600. Start now: [button]
Key: what's included, revisions, timeline, process.
Writing rules
Put the important part first
On a phone, many buyers read only the first two lines before deciding to scroll or leave. Put the promise and the price there.
Use specific words
| Instead of | Write |
|---|---|
| High quality | Double-stitched seams |
| Fast delivery | Delivered in Accra within 24 hours |
| Long-lasting | Lasts about 6 weeks with daily use |
| Great for everyone | For dry and sensitive skin |
| Affordable | GH₵ 80 |
Answer the questions you keep getting
Every "how much?", "do you deliver to Kumasi?", "is it original?" in your DMs is a line missing from your description.
Write for scanning
Short paragraphs, bullets, bold for key facts. Nobody reads a wall of text on a phone.
Match your photos
If you say "comes in 8 colours", show them. If you say "fits like a glove", show it on a body.
SEO bonus: get found on Google
Use the words buyers search for in your product name and first line ("natural shea butter", "wig for sale in Accra"), not just your brand name. Each product gets its own page on Paylead, so a clear name and description can be found on Google. See SEO for small businesses.
Let AI draft it
Paylead's AI can write a product description from a few notes, and review your listing for what's missing. Start there, then add your real details, your proof and your voice.
Mistakes to avoid
- Copying the supplier's description (every other seller has the same one).
- No size, weight or dimensions.
- Hiding delivery times or fees.
- "DM for price".
- Claims you can't back up ("cures acne in 3 days").
Frequently asked questions
How long should a product description be?
Long enough to answer the buyer's questions. A GH₵ 30 phone case needs 4–5 lines. A GH₵ 1,500 course needs a full page.
Should I write descriptions in English or a local language?
Write in the language your buyers use when they search and talk about the product. Many Ghanaian stores write in English with a few familiar local phrases.
Read next: features vs benefits and copywriting for small businesses.
