How to write product descriptions that sell (and that AI assistants cite)

Write for the buyer, not for the search engine

The rule that pays off the most is also the simplest: a description exists to help the buyer decide. Google says it plainly in its guide to helpful content: content should be made for people, not to manipulate rankings. Its check question works for any product page: would someone who landed directly on this page find what they needed?

That rules out, from the start, descriptions that repeat the keyword five times, those that copy the manufacturer's text without adapting it and those that talk about the product without saying what it is.

The structure that works

There is no single template, but this structure holds up in almost any industry:

1. What it is and who it is for. The first sentence says what the product is and who uses it. If someone only reads that line, they already know whether it fits.
2. The main benefit, with its reason. “Durable” is not enough: say what material it is made of and what it can withstand.
3. How it is used, or where it shines. One concrete example is worth more than three adjectives.
4. What buyers always ask. Compatibility, dimensions, care, what is in the box.
5. Specifications, separately. Weight, dimensions, power or material go in attributes, not buried in a paragraph.

Facts, not adjectives

An adjective cannot be checked; a fact can. “Long-lasting battery” says nothing; “up to 6 hours of continuous use, according to the manufacturer” does. This matters for three reasons:

• Buyers trust what they can verify.
• Search engines and AI assistants prefer concrete information they can cite.
• You avoid legal and reputational trouble: a health, safety or performance claim you cannot back up is a risk, even if it sounds good.

If you don't have a fact, don't make it up. A shorter description is better than one that promises something false.

Specifications in attributes, not paragraphs

Specifications inside a paragraph get lost. As attributes, they work for filtering in the store, for comparing products, for filling the columns each channel requires and for structured data. The description can mention the most important figure, but the source of truth is the attribute.

It also helps consistency: if a measurement changes, you change it in one place, not in every text where you wrote it.

What AI assistants look for

Many people now ask an AI assistant before searching a store. Google explains in its page on AI features that there are no additional requirements to appear in them: no special files or new markup are needed. What counts is the usual:

• the page can be crawled and the important content is in text;
• the structured data matches what is visible on the page;
• there are good images and videos when they help to understand the product.

For assistants, the ideal description looks like a good answer: direct, with the fact up front and no filler. A sentence like “750 W hammer drill with a 13 mm chuck for concrete, wood and metal” can be quoted on its own; a marketing paragraph cannot.

Structured data tells the same story

Product structured data (Schema.org's Product type, in JSON-LD) tells Google explicitly the name, brand, images, price and availability. Google uses that markup for product results in Search, and pairing it with a Merchant Center feed widens where your products can appear.

The golden rule: what the JSON-LD says has to be what the page says. If the description says 750 W and the structured data says 700 W, you lose trust with everyone.

How Bruxel does it

In Bruxel, each description is generated from the product's real data and in your brand voice: the tone, the formality and the words your brand never uses. The description is written for search engines and for AI answers, and in the same catalog you complete attributes, categories and structured data, so everything tells the same story. Nothing is published without review, and if you don't like something you can ask for a targeted correction instead of rewriting everything.

You can follow it step by step in the guide to generating descriptions. Each description costs 10 credits, and the price per description drops with volume, as the pricing page explains.

A checklist before publishing

• The first sentence says what it is and who it is for.
• Every benefit has a fact behind it.
• There are no claims you cannot verify.
• Specifications are in attributes.
• The JSON-LD matches the text on the page.
• Images have alt text that describes the product.