Why your product descriptions might be costing you press (and sales)
Most eCommerce brands spend time refining their branding, product design, and photography, but overlook one of the most important sales tools on their website: product descriptions.
And we get it. Writing product copy often feels like an afterthought.
But here’s the truth: your product descriptions directly affect your ability to land press and convert customers. At PR Dispatch, we review thousands of pitches and product pages, and weak descriptions are one of the most common issues we see (and fix).
Let’s break down how your copy might be costing you coverage, and what to do about it.
1. Journalists check your product page before they feature you
You might send the perfect pitch, complete with price, link, and beautiful imagery, but if a journalist clicks through and your product page lacks clarity, detail, or polish, they’ll move on.
Editors are busy. They’re looking for:
A quick understanding of what the product is
Why is it different
Who it’s for
Confidence that it’s well-made, on-brand, and worthy of recommendation
If your product copy is vague or too salesy, you’ve lost your shot - even if the product itself is brilliant.
2. Bad descriptions confuse customers (and kill conversions)
Shoppers and editors have the same goal: to understand why this product is worth their time and money.
If your description doesn’t clearly explain the size, scent, material, benefits, or unique features, you’re creating friction. And friction leads to bounce rates - not sales.
A good description gives the facts, feelings, and function.
✅ Example:
"Hand-poured in the UK, this soy wax candle blends lavender and rosemary for a calming, spa-like scent. Each one is housed in a reusable amber glass jar and burns for up to 40 hours."
❌ Weak example:
"A luxurious candle that smells amazing and looks great on your shelf."
3. You’re missing keywords that help SEO (and editors find you)
Good product descriptions help you rank in search and not just on Google. Editors often search brand sites and marketplaces using keywords like:
“Sustainable baby gift”
“British-made skincare”
“Gifts under £30”
If your copy is too vague or stylised, you’re missing the exact words that could help you get found. You don’t need to stuff your descriptions, but a few well-placed terms can make a big difference.
4. Your descriptions should be press-ready
We often tell our members: write your product descriptions like a journalist might quote them.
If your copy already tells a clear, compelling story, you make it easier for editors to lift a line or paraphrase your benefits. And yes, it happens all the time.
5. Good copy reinforces your brand and builds confidence
Your product page isn’t just for selling products; it’s where your brand voice should shine. Clean, confident, benefit-driven copy helps customers (and editors) trust that you know your stuff.
It doesn’t have to be clever. It just needs to be clear, specific, and written like you care about the customer’s experience.
Quick fixes: How to improve your product descriptions today
✅ Start with the basics: What is it? What does it do? Who is it for?
✅ Add specifics: size, materials, benefits, how to use it
✅ Use keywords naturally: think like your customer or a journalist searching Google
✅ Keep it scannable: use bullet points or short sentences
✅ Make sure your tone matches your brand: warm, clear, and confident
Final thoughts
Your product descriptions are doing more than you think. They’re part sales tool, part PR asset, and part SEO strategy - all in one.
So if you’re pitching to press (or trying to improve conversion), don’t let your product page be the weak link.
You don’t need to hand over thousands to an agency to see results.
At PR Dispatch, we give eCommerce and product brands the tools, templates and journalist contacts to do PR in-house, and do it well. So, you can build the kind of PR momentum that lasts — led by you or your team.
👉 Watch the 3-minute demo here to see our all-in-one PR platform in action.