When selling products online make sure that your product is emphasized by a headline for each of your items. Each of your products or services made available on your site should have a headline and an opening spiel/blurb which should capture interest in the product or service being sold and have the opportunity for them to read more by clicking on a link.
However, always be sure to describe and sell your product. Write a product description and sell it to your viewer. It should be a reduced copy of what you would write as a full sales copy for your product.
So remember:

•  Headline
• Opening spiel/blub
• The benefits of the product