Stunning product images and irresistible prices are key elements of a high-converting product page. However, neither of them will come into effect without a product description that sells. Hence, if you want to make a true impact on your Shopify store’s conversion, you must write Shopify product description that resonates with your target audience.

And that’s exactly what we will cover in today’s article– 5+ proven working tips to level up your product description game:

#1. Understand your buyer persona

#2. Make your product description easily scannable

#3. Emphasize the product’s benefits or the pain points it solves

#4. Contextualize your product description

#5. Add your brand’s tone of voice

#6. Optimize your product description for search engines

#7. Use power words in your description

Excited to learn more? Let’s dive right in!

A Glance At Shopify Product Description 

What is Shopify product description?

Shopify product description is a piece of written content that provides detailed information about the product you are selling on your Shopify web store. 

Typically, a Shopify product description would include the product’s highlight features, benefits, specifications, and any other relevant details your potential customers need to make an informed purchase decision.

Why does your Shopify product description matter? 

There are several reasons why your Shopify product description can easily make or break the deal:

1. Informing customers: It educates potential buyers about the product, helping them understand its features, uses, and benefits.
2. SEO and visibility: Well-written descriptions can improve your store’s search engine ranking, making it easier for customers to find your products.
3. Conversion: Compelling descriptions can persuade visitors to make a purchase by highlighting the value and uniqueness of your products.
4. Reducing returns: Clear and accurate descriptions can reduce the likelihood of customers receiving products that don’t meet their expectations, resulting in fewer returns.
5. Branding and trust: Consistent and professional descriptions can build trust and reflect the quality and credibility of your brand.

Battle-tested Tips To Write Shopify Product Description That Sells (+ Examples)

Now that you know what a Shopify product description is and why it plays a key role in your eCommerce store’s success, let’s learn 10 tips to write Shopify product descriptions that help you gain an edge over your competitors!

#1. Write for your target audience

If you write your product description for everyone, you are writing for no one. Hence, the most important tip among all is to keep your target audience in mind. To write for your target audience, make sure that you:

1. Understand the demographics, preferences, and pain points of your ideal customers. 
2. Speak directly to your audience using the words and phrases they relate to.
3. Focus on how the product solves their problems or enhances their lives.
4. Craft a narrative that resonates with their aspirations and desires.

Take Bulletproof, an e-shop selling coffee products, for instance. They use precise, jargon-free language that appeals to health-conscious consumers, highlighting the benefits of their coffee for sustained energy and focus. This customer-centric approach contributes to their success in attracting and converting their target audience.

#2. Make your product description easily scannable

Crafting Shopify product descriptions that sell is a fine art, and making them easily scannable is a critical element of success. With online shoppers increasingly short on time and patience, it’s essential to present your product’s key details in a format that can be quickly absorbed.

From our experience, here are a few tips to make your Shopify product description more readable:

1. Break down essential product features, benefits, and specifications into bullet points. This format helps customers quickly identify key information.
2. Organize your product description with clear subheadings that highlight different aspects of the product, making it easy for shoppers to find the details they’re interested in.
3. Keep your paragraphs concise. Long blocks of text can be overwhelming and deter potential buyers.
4. Ensure there’s ample white space around the text. It makes the content feel less crowded and more inviting

A great example of this strategy is “MVMT Watches,” a Shopify store renowned for its minimalist watch designs. Their product descriptions feature short, punchy paragraphs, bullet points, and clear subheadings, allowing customers to swiftly gather essential information about the watches. This user-friendly approach plays a significant role in their success in selling stylish timepieces.

#3. Emphasize the product’s benefits or the pain points it solves

Customers are more interested in understanding how a product will make their lives better. So, to craft Shopify product descriptions that drive sales, it’s essential to emphasize the product’s benefits or the problems it solves rather than just going on and on about the features.

A prime example of this approach can be found in Purple– a brand selling mattresses and bedding products. Their product descriptions emphasize the benefits of their unique materials, such as improved sleep quality and pressure relief, rather than just listing technical specifications.

#4. Contextualize your product description

Contextualizing your product description within a relatable and vivid setting is a pivotal strategy for writing Shopify product descriptions that sell. Placing the product in a specific context or scenario helps customers envision how the product fits into their lives, enhancing its perceived value and relevance.

By creating a narrative or setting the scene around the product’s use, you engage customers’ imagination, making the description more compelling and relatable. 

An exemplary implementation of this approach can be seen in the Shopify store Allbirds. Their product descriptions vividly portray the comfort and versatility of their shoes by illustrating scenarios of everyday life, creating a contextual background that resonates with customers and showcases the product’s practicality.

#5. Add your brand’s tone of voice

In today’s crowded marketplace, it is more important than ever to differentiate yourself from your competitors. Your brand tone of voice can be a powerful way to do this. By using a unique and consistent brand tone of voice throughout your product descriptions, you can make your products more appealing than your competitors who don’t.

A standout example is the Shopify store “Death Wish Coffee.” Their product descriptions exude a bold, daring, and humorous tone, aligning perfectly with their brand built around offering the world’s strongest coffee.

#6. Optimize your product description for search engines

If you are yet to rank well on search engines, make sure that you write your Shopify product descriptions for Google bots, too. Proper search engine optimization will possibly get your products ranked higher on SERPs, improving your visibility and traffic.

1. Identify relevant keywords your target audience is likely to use in search queries.
2. Integrate these keywords naturally within your descriptions while maintaining readability.
3. Craft compelling meta descriptions and title tags using relevant keywords to enhance click-through rates.
4. Implement structured data markup to help search engines understand and display your product information accurately.

Kylie Cosmetics, founded by Kylie Jenner, is another excellent example of a Shopify store that effectively optimizes its product descriptions for search engines. They understand the importance of SEO and apply it skillfully in their product listings.

Relevant reading: Ultimate Shopify SEO Checklist to Rank on SERPs.

#7. Use power words in your description

And last but not least, don’t forget to incorporate power words into your Shopify product descriptions. Power words are persuasive terms that evoke strong emotions, making your descriptions more compelling and memorable. 

Here’s a list of 20 power words that are commonly used in eCommerce product descriptions for your reference:

1. Limited
2. Exclusive
3. Sensational
4. Irresistible
5. Revolutionary
6. Exquisite
7. Effortless
8. Glamorous
9. Vibrant
10. Indulgent
11. Pioneering
12. Luxurious
13. Elevated
14. Premium
15. Premier
16. Unique
17. Ultimate
18. Ultra
19. Authentic
20. Dazzling

Take this product listing of Chubbies, for instance, the brand adds some strong words to their product description like exclusive, ultra, or elevated to make the description sounds more ‘hooked’.

Top 5 Shopify Product Description Mistakes To Avoid At All Costs

Besides the tips and tricks we gave above, here are some common mistakes you should avoid if you don’t want to drive your potential shoppers away:

1. Over-promoting: Providing promotionally deceptive information about your products to deceive customers into buying your products can turn into dissatisfaction and returns. So, just don’t!
2. Inconsistent brand voice: Deviating from your brand’s tone of voice can confuse customers and dilute your brand identity.
3. Overusing jargon: Using technical or industry-specific jargon without explanations can alienate your potential buyers. If your store is in the electronic field, don’t make this kind of mistake in your product description.
4. Not prioritizing benefits: Focusing solely on product features rather than highlighting the benefits and solutions your product offers can leave customers unconvinced.
5. Misspelling and grammar errors: Don’t let a couple of unnecessary misspellings and grammatical errors hurt your product page conversions.
6. Stuffing your product descriptions with keywords: Don’t overuse keywords in your content in an attempt to improve your search engine rankings. This will negatively impact your product page’s readability and your rankings since Google marks such practice as one black hat SEO tactic.

Frequently Asked Questions

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Ready To Write Shopify Product Description That Sells?

Your Shopify product description can be a deal maker or breaker. While a crappy description drives your customers away, well-crafted product descriptions can help close the deals and work magic on your conversions.

Hence, we hope after reading this guide, you will learn how to write engaging, informative, original Shopify product description that helps you stand out from your competitors.

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