How to write product names and descriptions that sell

When a customer looks at a product, they have questions: What is it made of? Will it fit? How do I care for it? When will it arrive? A good product description answers these questions, so the customer orders instead of sending you five messages.

Good names and descriptions also help people find your shop on Google, because they contain the words people actually search for.

Start with a clear product name

A good product name says what the product is, in the words a customer would use.

• Weak: "New arrival 23"
• Better: "Embroidered Afghan dress, red, hand-stitched"

A simple pattern that works:

Type of product + main feature + colour or variant

Examples:

• "Men's waistcoat, black wool"
• "Khamak embroidered shawl, cream"
• "Dried mulberries from Kabul, 500 g"
• "Hand-woven Afghan rug, 1 x 1.5 m, red and blue"

Write the description in short parts

Customers read on their phones. Short sentences and short lists are easier to read than one long paragraph.

1. One or two sentences about the product

Say what it is and why someone would want it.

A traditional Gand Afghani dress with hand embroidery on the chest and sleeves. Made for weddings, Eid and family celebrations.

2. The key details as a list

• Material: cotton and silk thread
• Embroidery: hand-stitched, about 3 weeks of work
• Fit: loose, comfortable fit
• Sizes: S, M, L (see size guide)
• Care: hand wash in cold water

3. Answer the most common question

If customers always ask the same thing, answer it in the description. For example: "This dress runs large. If you are between sizes, choose the smaller one."

4. Delivery or preparation time

If an item is made to order, say so clearly: "Made to order. Ready in 7 to 10 days."

Use the words your customers use

Think about what a customer would type into Google or into your shop's search:

• "Afghan wedding dress", "Kuchi dress", "Pashtun dress", "Hazaragi embroidery"
• "Afghan clothes in Germany", "Afghan dress UK delivery"
• "Kabul dried fruit", "Afghan saffron"

Use these words naturally in the name and description. Do not repeat the same word many times; write for people first.

Write in your customers' languages

Bano Shops lets you write each product name and description in Dari, Pashto and English. If many of your customers live outside Afghanistan, an English description helps them and their friends understand your product, and helps your products appear in more searches.

Be honest

Never exaggerate. If the colour is slightly darker than the photo, say so. If the item is handmade and each piece is a little different, say so. Honest descriptions mean fewer returns, fewer complaints and more customers who come back.

A quick template

Copy this and fill it in for each product:

1. Name: type + main feature + colour
2. About: one or two sentences
3. Details: material, size or weight, fit, care
4. Good to know: the question customers always ask
5. Delivery: ready to send, or made to order and how long

Good descriptions work even better with good photos. Read how to take product photos with your phone, then add your first product.