
So you have made some lovely items to sell on Etsy, Folksy, eBay or perhaps on your own website. And now you are wondering how to describe your products to attract customers and get lots of sales.
Here are some ideas of things that you should include in your descriptions. You can use it as a handy checklist when posting new items online.
What to Include in your Listings:
Dimensions
I have often been unable to buy somethingm simply because the seller didn’t say how big it was! Give clear dimensions and remember to include both inches and centimetres if you want to sell all over the world. Yes, you potential customer COULD look up a conversion, but if you do it for them, it is great customer service, and may swing the sale.
Ideally, include something in one of the pictures that visually confirms the size of your item. A ruler is perfect for this, of course. Many people suggest a coin, but if you sell internationally, then people from other countries may have no idea how big your country’s coins are. Sometimes just holding the item in your hand is enough to give a decent sense of scale.
What is it made of?
A customer can not decide if your item is good value or not if they don’t know what it is made of. For example, a knitted hat made from acrylic yarn is usually going to be cheaper than one made from alpaca or mohair.
Plus, people may be searching for particular materials. If you haven’t mentioned that your necklace is sterling silver, then no one will find it if they search for ‘sterling silver necklace’, will they?
Don’t forget that many people have allergies (as well as personal likes and dislikes). If they are not sure what material your item is made of, they will probably not waste time asking.. they will just go buy elsewhere.
A potential customers may love your chunky bead earrings but be worried that they may be too heavy to wear. If you have mentioned they are made from light-weight plastic, then you could win the sale.
And you will also avoid any problems with customers thinking an item is not what it really is:
- “The listing said it was silver, I thought that meant it was sterling, not silver coloured cheap metal!“
Honesty and clarity can save a lot of hassle!

Are there any issues you should tell the customer about?
Some people prefer to not sell substandard items, for fear it will lessen their reputation for quality. But other people like to offer their ‘not quite perfect’ items at a reduced price. If you do choose to sell things that didn’t turn out to your usual standards, make sure you explain exactly what the fault is, so your customer understands and does not expect to receive a perfect item.
It is also good practice to mention things like warning that a fabric product is dry-clean only, or that a clay product can’t hold water. Or that something could be harmful if used incorrectly, or if the item they will be receiving may not be exactly like the example pictured.
Being upfront and telling customers about issues or potential issues will prevent any unpleasant feedback that results from someone misunderstanding what they would actually receive.
How was it made
Often a little description of the process can add value to an item – such as saying that the wool in your hats is hand spun, or clarifying it was knitted by hand not machine.
When customers are searching for handmade and wanting to avoid mass-produced items, it can certainly help you to give some details of your creation of the item, to reassure and capture the customer’s interest a little more.
- “I made my original sketches whilst braving the cold wind of the Lake District, then scurried back to my warm studio to paint the finished piece.“
- “All my bead necklaces are double knotted, so in the unlikely event that the strong thread were to break, you would not lose all the beads.”
- “Every batch of Yummy Muffins is baked in my cosy Cotswold’s kitchen and is personally tested at every step to ensure maximum yumminess!”

Any warnings
If you are selling anything that could be considered a toy, but is not really safe for children, such as a doll for an adult collector, or a miniature, then make sure you are very clear about this in your listing.
- “My beautiful dolls are intended for adult collectors only. Please do not give this item to children.”
I am sure you don’t want there to be any unfortunate accidents (and possible legal action) because someone didn’t realize and gave something to a little one.
Many countries have legal requirements on the labelling of items that are intended for, or look like they could be intended for, children. Be sure you have looked into this before listing your items for sale.
It is also a good idea to mention any special care instructions for the item: again, this can prevent negative feedback or people asking to return something.
- “All our hand-knitted baby socks are best when hand washed in very mild soap powder. Do not spin dry, just lay the socks flat to dry on a warm towel.“
Washing and special care instructions should also be included with the product where possible. In some places, this may be a legal requirement.
Thank yous and credits
If you are using any trademarked logos or characters, or any images that you do not personally own the copyright to, then you must have the permission of the trademark/copyright owner. That permission will probably include instructions that you must clearly say who the property owner is and that you are authorized to use it – so do make sure you add this!
If you are using images that are available for you to use, as long as you credit the original creator, then please be polite and do just that. Remember that images you find on the internet are not necessarily OK for you to use on your products.
If you are not sure that you definitely have permission to use an image, don’t use it.
Copyright and trademark infringements are against the law and can result in very expensive lawsuits.

Usage ideas
Sometimes it is great to suggest ways the potential customer could use your product. Versatility adds value.
- “You could also use your new flower pot as a funky pencil pot or cosmetic brush holder!“
- “Try rolling the brim up, as shown in the final picture, for an alternative look.”
Although it can be handy (both for the customer and search engines) to mention occasions and ways an item may be used, be careful not to sound like you are padding your description out, or saying things that don’t really mean anything at all. Being more specific not only tends to sound better, it also is better for your SEO.
- Rather than…. “This beautiful necklace would look great with just about anything!“
(Instead, how about “”The simple, clean lines naturally lend themselves to both formal occasions and more casual outfits.“) - Rather than….. “Suitable for men, women, children, and anybody else.“
(Instead, how about “My handmade soaps are popular with all ages“)
Stating the obvious can annoy visitors. So things like “This beautiful elephant mug is great for anyone who collects elephant mugs!” is best avoided.
Reminder of your copyright etc, where applicable
This is especially important if you are selling your own artwork. Include something to remind customers that you retain the copyright of the original art, and they may not copy or use it.
- “The original artwork is copyright © Mary Smith. You may not copy or scan this print.“
If you are selling digital products, be sure to clarify how the customer may use them. Can they use them on things for sale? Or personal use only? Again, be sure to clarify that you own the copyright, they are not buying that.
Please note – at the moment, artwork made with AI assistance can not be protected by copyright.
Links to related products that you sell
If you are listing a necklace and have matching earrings available too, then it makes a lot of sense to include a link to the earrings in the necklace’s listing – and vice versa (this can also help your SEO by providing another back link).
- “I have matching earrings in this same lovely design…“
You can also link to related items or variations:
- “For more of my new Spring range…”
- “I have other colours available, please see this link….”
- “I have a gift wrapping option available for this product….“
Be careful not to include lots of links to items that are not really related – this can confuse a potential customer, so they end up bouncing about looking at things but never buying anything, and at worse can look pushy and spammy.
I recommend using these ‘up-sell’ links when are genuinely for things that a potential customer may want to buy with the item in question.

Key phrases for SEO
Remember that Google and other search engines read your listing to find out what it is about. Therefore, it is important to include the essential key phrases that describe your product in your description.
In practice, if you are describing your item properly for your human readers, you will be including many of them naturally. Try varying sentences to ensure you get them in there. So for example, if you are selling a red knitted hat you could use “knitted hat” in one sentence and “knit hat” in another, to ensure both are covered. Another sentence may have “handmade hat” and another “wooly hat” and so on.
Do be careful to ensure your listing reads well for your human visitors though. Make sure it reads naturally. Google may penalize your listing if the text looks spammy and not natural.
Check out the Tin Teddy Top Ten Etsy Tagging Tips post for more information on Etsy SEO.
9 Ways to Add Value to Your Craft Products includes ideas for tweaking your product listings to add value to your products – and thereby increase sales and profits.
If you are getting fewer sales than you would like, check out episode 17 of the Craft Seller Success Podcast – Help! My Craft Shop isn’t Getting Any Sales.
Originally posted November 2018. Updated and improved – 22 November 2024
