How To Write a Product Description for Your Online Fabric Store

If you own a fabric or quilt shop with an online store, you probably realize that your product descriptions are doing more than just filling space — they’re often the deciding factor between a sale and an abandoned cart. When a customer can’t touch or feel the fabric, your description becomes their eyes and hands.

So how do you write a product description that actually sells fabric? This blog walks you through what to say, how to say it, and how to write descriptions that are clear, useful, and worth reading.

Let’s get started.

Don’t Skip the Description — Here’s Why

Content and visuals work together — especially for fabric stores. Of course, people want to see your fabric, but photos alone can’t show everything. Images don’t always capture elements like weight, drape, and texture. This is where a solid product description fills in the gaps.

Even if you’re not a trained copywriter, you still need something. If you’re relying on great images to do all the selling, here are a few stats to reconsider:

• Nearly 80% of consumers read product descriptions.
• 87% of online shoppers are unlikely to make a repeat purchase if the product description is inaccurate. 
• Accurate descriptions can increase conversions by up to 78%. 

Key components of a strong product page include high-quality images, clear written descriptions, customer reviews, a star rating, user-generated content (UGC), FAQs (if needed), and videos where possible.

Good product descriptions reduce hesitation. They answer common questions up front and help people understand exactly what they’re buying. When done well, they can increase sales, cut down on returns, and save you time by answering the same fabric questions before they’re even asked.

What Makes a Good Fabric Product Description?

Think of your product description as your sales pitch — short, informative, and centered on what the customer needs to know to feel confident. The best ones combine clear details with a little bit of personality. Focus on these seven key elements to make your descriptions stand out.

1. Describe the Fabric — and What It Can Do

When writing a product description for your website, listing technical details is only half the job. Features like fiber content, width, and weight are important, but they don’t always convince someone to click “add to cart.” What really helps is showing how the fabric fits into a project, a goal, or a vision they already have.

Solid descriptions need to include both features and benefits. Features are the facts: the width, the fiber content, and the weight. Benefits explain how those features make the fabric useful — what you can create with it, how it feels to work with, or why it’s a great choice for a specific kind of project.

Start with the facts:

• Fiber content (100% cotton, linen blend, rayon)
• Width (44”, 108” wideback)
• Weight or drape (lightweight, medium-weight, heavy)
• Texture (crisp, soft, smooth, structured)
• Finish (brushed, matte, slight sheen)

But don’t stop there. Add a few lines that help the shopper see what the fabric is ideal for. This is where you shift from description to inspiration.

Here are some ways to add value:

• This fabric is lightweight and breathable — perfect for summer tops, baby quilts, or breezy curtains.
• This sturdy canvas holds its shape, making it a great choice for tote bags, aprons, or upholstery.
• This soft fabric has a beautiful drape — try it for wrap dresses, scarves, or wide-leg pants.

When you connect the fabric to specific projects or skill levels, you make the decision easier. Someone might love the color or pattern but feel unsure about what they can do with it. Your description gives them this confidence.

And when they feel confident, they’re more likely to buy.

2. Use Language That Reflects the Fabric’s Personality

Is the print bold and modern? Is it sweet and nostalgic? Descriptions don’t need to sound poetic, but they tend to work best when they match the tone of the fabric. 

For example:

• A cheerful floral print that’s perfect for spring quilting projects.
• This vintage-inspired gingham brings a timeless touch to handmade garments.
• This is a moody, abstract print that adds depth and drama to any design.

Keep it simple, and focus on helping your customer visualize how the fabric can be used.

Related Read: 8-Step Guide to Creating a Fabric Store Website

3. Include Product Care Instructions

Most shoppers want to know how the fabric holds up — and how to take care of it. 

If the manufacturer provides care instructions, include them clearly in the description. If not, offer your best recommendation:

• Machine wash cold, tumble dry low
• Dry clean only
• Pre-washing recommended before sewing

Not only does this help customers decide if the fabric fits their needs, but it also shows you know your products well.

4. Think Like a Shopper, Not Just a Seller

You know your fabric. You know what it’s made of, what it’s good for, and how it compares to other options in your shop. But when you’re writing descriptions, try not to think like a fabric store owner — think like someone shopping for the first time.

Ask yourself: If I were browsing this site for fabric, what would I want to know? Is this information easy to find? Does the copy sound helpful or like filler?

Don’t focus on fancy words — instead, answer the real questions customers have:

• Will this fabric work for my quilt backing?
• Is this suitable for clothing or bags?
• How much stretch does it have?

When you shop online, you probably notice which sites are easy to navigate and which ones make you give up. Your customers are doing the same. The more you view your product pages through their eyes, the better your descriptions are.

And if you’re listing on marketplaces like Etsy or Amazon, follow their layout and length guidelines. They’re built around how people shop and search, which makes it more likely for customers to discover and purchase your listings.

Related Read: The Best Fabric Store Website Builder: 5 Top Providers

5. Drop In Keywords Naturally

Most customers don’t think about how they find your store — they just Google what they need. This is where search engine optimization (SEO) comes in. SEO helps your product pages show up when someone searches for “cotton fabric for baby quilts” or “wideback floral quilt backing.”

You don’t need to overthink it or cram awkward phrases into your copy (keyword stuffing). Just be clear and specific about what the product is. The right keywords naturally appear when you describe your fabric well.

Here are a few examples of terms that help customers find your products:

• “Quilting cotton fabric with floral print”
• “Wideback fabric for quilts – 108 inches”
• “Cotton jersey knit for kids’ clothing”

Using keywords like these helps your listings appear in Google searches and on your own website’s search function — without making your descriptions sound robotic.

Let the keywords support your writing, not overpower it. Clarity sells.

Related Read: Fabric Store Marketing: 8 Beginner Tips

6. Format It for Quick Reading

No one wants to dig through a wall of text to figure out what your fabric is made of or how wide it is. Your product descriptions need to be easy to read at a glance.

Use clear formatting:

• Short paragraphs
• Bullet points for specs
• Line breaks between ideas
• No fluff or filler

This is especially important for mobile shoppers — and they now make up the majority. In 2024, 75% of retail site visits happened on a mobile device. This means your descriptions have to look clean and skimmable on a small screen.

Consider listing specs like this near the end of the description:

• 100% cotton
• 44” wide
• Lightweight with soft drape
• Machine washable

A clean layout builds trust. It shows that your store is organized, easy to use, and respectful of the shopper’s time.

7. Review a Short Checklist Before You Publish

Before posting your product, read the description out loud. Does it answer the basic questions customers ask? Is it free from jargon? Does it feel helpful, not pushy?

Here’s a checklist to keep handy:

• Does it include fiber content, width, weight, and use?
• Is the color described clearly?
• Have you included any care or washing instructions?
• Does the tone reflect the style of the fabric?
• Is it easy to read on desktop and mobile?
• Would you feel confident buying it if you were the customer?

The goal isn’t to oversell — it’s to inform and inspire.

Make Your Online Store Work Harder With Like Sew

Writing better product descriptions is just one way to improve your online store. You also need tools that make these updates easier to manage. Like Sew is a point of sale (POS) system made specifically for quilt and fabric shops, and it’s built to take work off your plate.

Instead of spending hours updating listings, Like Sew pulls product descriptions, pricing, and images directly from vendors. This way, your website stays current without the extra back and forth.

If you don’t already have a website — or if yours is outdated — Like Sew includes a website builder. You can create pages, add content, and manage your entire store from one place. It’s mobile-optimized and supports e-commerce in real time, so customers always see accurate stock levels and can check out without any issues.

You don’t need to be a web developer to run a professional online store. Like Sew helps you keep product details clear, maintain an up-to-date website, and sync your inventory across every channel.

Schedule a free demo to see how Like Sew can simplify your setup and help you sell more fabric — without the hassle.