The Secret Sauce to Product Page Copy That Actually Sells
☕ The Growth Espresso Edition #109
Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.
You ever walk into a store, pick up a product, turn it over a few times in your hands, and think, hmm, do I really need this? And then—bam!—the sales associate swoops in with a killer pitch, and suddenly, you’re at the checkout.
That’s exactly what great product page copy should do. It’s your online salesperson, working 24/7 to make sure people don’t just browse but buy. And yet, so many brands treat it like an afterthought—throwing in a couple of bullet points, listing the specs, and calling it a day.
Big mistake.
Your product copy isn’t just there to describe. It’s there to sell. And when done right, it makes your product irresistible, builds trust, and even gets Google to love you a little more (hello, SEO!).
So, let’s break down some brands that are absolutely crushing it with their product descriptions. Take notes—because once you see these, you won’t look at your own product pages the same way again.
Before moving ahead here is a word from today’s sponsor - Settle
Smarter Financing for CPG and eCommerce Brands
CPG and eCommerce founders, growing your business just got easier. With Settle, you can finance vendor payments—including inventory and ad spend—on terms that work for your business. Gain clarity on cash flow and focus on growth with rates that won’t hold you back.
🔥 1. Firebox – When Your Copy Is as Fun as Your Products
Firebox sells some of the quirkiest gifts out there, and their product descriptions match that energy. Instead of boring, technical details, their copy makes you feel the fun of owning their products.
They also nail scannability—using bullet points and clear takeaways so shoppers can quickly see why an item is worth it.
Lesson? If your product is fun, your copy should be too.
🏷 2. Ugmonk – Selling a Story, Not Just a Product
Ugmonk makes beautifully designed, high-quality goods—but they don’t just say that. They show it through storytelling.
Instead of listing generic product specs, they highlight the craftsmanship, materials, and passion that go into each item. When you read their copy, you’re not just buying a product—you’re buying into their philosophy of design and quality.
Lesson? Don’t just describe—romanticize. Make people feel something.
🛋 3. Loaf – Keeping It Casual (Yet Convincing)
Loaf sells furniture, but they don’t sound like your typical furniture brand. Their copy is friendly, conversational, and refreshingly no-BS—like a pal who just happens to know a lot about sofas.
They make shopping easy by keeping descriptions short but packed with personality, so you get the details without the fluff.
Lesson? Drop the corporate jargon. Talk to your customers like real people.
👗 4. ModCloth – Letting Customers Do the Talking
ModCloth takes a different approach: instead of hyping up their own products, they let customer reviews tell the story.
Their product pages are packed with real feedback, showing how items fit, feel, and look on different people. It builds trust like nothing else—because let’s be real, we all check the reviews before buying anyway.
Lesson? Your happy customers are your best salespeople. Use their words.
✈️ 5. Mr & Mrs Smith – Selling the Experience, Not Just the Product
They’re in the business of boutique hotels, but their descriptions read more like a travel diary. Instead of listing amenities, they paint a picture of what it feels like to stay there.
Instead of “ocean view room with a king-size bed,” they say, “Wake up to the sound of waves and sip your morning coffee on a sun-drenched balcony.”
Lesson? Make people imagine using your product, not just owning it.
💎 6. Jo Malone – The Luxury of Language
Jo Malone doesn’t just sell fragrances—they sell a feeling. Their descriptions make you feel like you’re indulging in something exclusive.
Instead of “a floral fragrance with hints of citrus,” they write, “A luminous blend of peony, red apple, and suede—delicate yet bold, like the first rays of morning light.”
Lesson? If you sell a premium product, your copy should sound premium too.
🛹 7. Palace Skateboards – Humor = Brand Personality
Palace doesn’t just write descriptions; they entertain. Their product copy is filled with inside jokes, pop culture references, and a “we don’t take ourselves too seriously” attitude that makes them stand out.
Their audience gets it, and that’s what matters.
Lesson? A little humor can go a long way in making your brand unforgettable.
🔧 8. Screwfix – Straight to the Point (And Proud of It)
Screwfix knows their audience doesn’t have time for fluff. Their copy is clear, no-nonsense, and brutally efficient.
Every description tells you exactly what you need to know—nothing more, nothing less. And guess what? That’s perfect for their buyers.
Lesson? Know your audience. Some people want a story. Others just want the facts.
🌿 9. Patagonia – Copy That Matches Brand Values
Patagonia doesn’t just talk about their products—they talk about why their products matter.
They highlight the sustainability, fair trade practices, and eco-conscious materials behind every piece. Their copy isn’t just selling a jacket; it’s inviting you to join a movement.
Lesson? If your brand stands for something, make it loud and clear.
🎨 10. Fab.com – The Perfect Blend of Fun + Function
Fab.com keeps their copy light and engaging, but they also make sure every key detail is easy to find.
They balance personality with clarity, making sure shoppers don’t have to dig for the info they need.
Lesson? Fun copy is great—but never at the cost of usability.