A product description has two readers: the shopper wondering "is this right for me?" and Google wondering "what exactly is this?". Most descriptions on Greek e-shops answer neither. They are either copied from the supplier or three lines of marketing filler like "High quality and unique design for every occasion".
Why not the supplier's text
- It is everywhere. The same copy sits on dozens of other shops. Google will pick one version to show, and it is rarely yours.
- It does not speak to your customer. It was written for catalogues, often badly translated from another language.
- It does not answer questions. It says what the product is, not why anyone should buy it from you.
The supplier's specifications are useful. The words around them should be yours.
A structure that works
You do not need 800 words. You need the right order.
1. The first sentence: what it is and who it is for
A mobile shopper reads one or two lines. Make them count.
- Weak: "Coffee maker X is a high-quality product from company Y."
- Better: "A 10-cup filter coffee maker with a timer, so your coffee is ready when you wake up."
2. The three to five benefits that matter
A list, not a paragraph. Translate each feature into a benefit:
- "40-minute warming plate": coffee stays hot without tasting burnt.
- "Removable water tank": easy to fill at the tap.
- "Permanent filter": no paper filters to buy.
3. Practical details
This is where you win over the hesitant buyer:
- Dimensions and weight (in plain words where it helps: "fits under standard kitchen cabinets").
- Materials, care and cleaning.
- What is in the box.
- Compatibility (spare parts, sizes, models).
- For clothes and shoes: how the sizing runs. "Runs small, we suggest one size up" prevents returns.
4. Specifications
A list, consistent across the category. Supplier data is fine here, once you have checked it.
5. Shipping, payment, returns
One or two lines, ideally a shared block for all products: "Ships in 1–2 working days. Cash on delivery, card, IRIS. 14-day returns." Greek shoppers want to see this before they press "Buy".
Write the way you talk in the shop
The best style guide is how you would explain the product to a customer at the counter or on the phone. Specific, honest, no superlatives.
- Avoid: "top quality", "unique", "perfect for every occasion", "a must-have accessory".
- Prefer: concrete facts ("double-stitched seams", "machine washable at 40°").
- If the product has a limitation, say so honestly ("Not dishwasher safe"). It builds trust and reduces returns.
What about SEO?
Write a good description for people and most of the SEO is done. A few things to watch:
- Use the words people use. If shoppers say "φριτέζα αέρος" and you write "air fryer", include both naturally in the Greek copy.
- Brand, model and part number should appear in the text for branded products.
- Do not repeat the same keyword in every sentence. It does not help.
- A short Q&A section ("Does it work on induction hobs?") captures searches you would otherwise miss.
For the rest of the page (titles, images, schema), see our guide to product page SEO.
How to do this for 2,000 products
Nobody writes 2,000 unique descriptions in a month. Prioritise:
- Top 50–100 products by revenue or organic traffic: full, hand-written descriptions.
- Next 200–500: a template per category with a fixed structure and two or three original sentences per product.
- The rest: well-organised specs and the shared shipping/returns block. Improve gradually.
And AI?
AI tools help a lot with first drafts, structure and proofreading. Two conditions, though:
- Feed them real data (specs, your own notes, customer questions), not just the product name.
- Review every text. AI invents features that do not exist and defaults to generic phrasing. A wrong claim on a product page is a return waiting to happen, and potentially a consumer-protection problem.
A quick before and after
Before (supplier copy): "Backpack X is made of durable high-quality materials and features an ergonomic design for maximum comfort."
After: "A 25-litre backpack for everyday use and short hikes. Fits a laptop up to 15.6 inches in a separate padded sleeve, and the fabric handles light rain. The back panel is ventilated, so you sweat less in the summer months."
The second version is not much longer. It is just specific: capacity, use, laptop size, how it copes with rain. Every sentence answers a question a shopper would ask.
A template to start with
- Sentence one: what it is + who it is for + main benefit.
- Benefits list: three to five bullets, feature → benefit.
- Details: size/fit, material, care, box contents.
- Specifications: a consistent list per category.
- Questions: two or three real customer questions.
- Shipping/payment/returns: shared block.
Checklist
- [ ] The first sentence says what it is and who it is for
- [ ] Benefits, not just features
- [ ] Practical details that answer questions and reduce returns
- [ ] Nothing copied from the supplier
- [ ] The words people search for, used naturally
- [ ] Shipping and returns information visible
- [ ] Every AI-assisted text reviewed by a person
Good descriptions are one of the few improvements that help SEO, conversion and returns all at once. If you would like help building description templates per category or deciding where to start, see our e-commerce SEO service or talk to us.