Your product page isn’t “fine.” It’s quietly bleeding trust, scaring off buyers, and flushing your ad budget down the drain.
Most online store founders think the problem is their pricing. Or their photos. Or their traffic. So they tweak buttons, hire designers, and launch campaigns.
Meanwhile, the real killer hides in plain sight: lazy, forgettable copy. And the longer it goes unnoticed, the more revenue you never even realize you’re losing.
If your copy isn’t selling the product, your store is just a pretty museum.
Let’s fix that – starting with three of the most damaging product page mistakes almost every brand is making.
1. You’re Describing the Product – Not Selling the Outcome
Product pages that just list features read like a manufacturer’s spec sheet.
“100% cotton. Sustainably sourced. Machine washable.” You might as well say: “Here’s a thing. Do what you want with it.”
People don’t buy skincare for the hyaluronic acid. They buy to wake up with glowing skin they’re proud of.
They don’t buy protein powder. They buy abs in the mirror.
Your copy shouldn’t just explain what something is. It should make them feel what life is like after they’ve bought it. Features support logic. But outcomes drive desire.
No one buys ingredients. They buy transformation.
2. You’re Writing for Everyone – And Converting No One
Copy that tries to appeal to “everyone” ends up sounding like it’s written for no one.
“Perfect for all skin types.”
“Stylish and comfortable.”
Vague. Generic. Instantly forgettable.
Great brands speak to someone – specifically. They use the words that person uses. They call out frustrations that person feels. They make the reader think: “Whoa… this is for me.”
Go to Glossier’s site. They’re not selling makeup. They’re selling identity, insecurity, and self-expression. And their copy knows exactly who it’s talking to.
The clearer your “who,” the stronger your conversions. Write like you’re talking to your favorite customer – because you are.
Specificity sells. Vagueness repels.
3. You’re Letting Design Do All the Heavy Lifting
Great design stops the scroll. Great copy keeps them on the page.
Too many founders spend weeks on branding and visuals – then copy-paste a half-baked description. You end up with a gorgeous storefront… that doesn’t actually persuade anyone.
Here’s the truth: Design attracts. Copy converts.
No one ever clicked “Buy Now” because your layout had a nice grid. They clicked because your words made them feel something – confidence, curiosity, urgency, relief.
Your design is the bait. Your copy is the hook. Without both, you don’t catch anyone.
A beautiful site with weak copy is just expensive wallpaper.
Bonus: You’re Talking Like a Brand Instead of a Human
Founders often think “sounding professional” builds trust. But here’s the irony: the more you write like a brand, the more you sound like a stranger.
People don’t buy from brands. They buy from people they like.
You don’t need “solutions.” You need sentences that sound like a real person. Use casual, direct, emotional language. Drop the jargon. Be a human.
Because if it sounds like marketing, they stop listening.
You Don’t Need More Traffic. You Need Better Words.
Every visitor who lands on your product page is making a judgment in seconds. Are you trustworthy? Is this worth the price? Can this actually help me?
If your copy doesn’t answer those questions clearly, emotionally, and confidently – they leave. And they’re not coming back.
Good copy is not a luxury. It’s the difference between a browser and a buyer.
Stop treating words like filler – and start using them like fuel.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.