Do you know that poorly written product pages negatively impact sales? Recent studies show that low-quality product descriptions weaken trust in a brand for a significant amount of customers.

This amount means more than 80% of consumers. Also, studies show that inaccurate descriptions result in a high product return rate.

If you want to grow your business on Shopify, you should learn how to write compelling product descriptions. In this article, you will find seven tips on how to describe your product in the right way and achieve your goals.

Define your ideal buyer

The first step you should take is to analyze your target audience. You should define the demographics (age, gender, ethnicity, marital status, etc.). And also, you should try to answer the following questions:

  • What are the general interests of your target audience? (Can you describe your ideal buyer as a person who loves pets, yoga, modern art, Mexican food, etc.?)
  • How most of your customers arrive on your page? Do they find your website on Google? Or do they use referral links?
  • Has your ideal buyer ever bought your products (or similar products) before? Does he know how to use/apply/clean/install your products?
  • Why would customers be interested in your Shopify store, specifically?

Once you know who your ideal buyer is and what preferences and habits he has, you should choose an appropriate writing style. You should decide whether you should use internet acronyms, shortened words, computer terms, and slang words. Also, you should decide what tone of voice you should set: friendly, conversational, authoritative, enthusiastic, etc.

Keep your product description short

Modern customers are overwhelmed with information overload. For this reason, they try to avoid consuming any unnecessary information and avoid reading long texts online. They want to get only that information that is 100% useful and valuable.

So no matter how many features and benefits your product has, don’t try to describe them all in detail. Keep your product description short and concise, and you will increase sales of your Shopify store.

It’s highly recommended to focus on the key benefits of your product and list them from the most important to the least important one. You should analyze the shopping behavior of your target audience and figure out which benefits of your product influence the buying decision the most.

Pay attention to formatting

Do you know that the way people read online is different from the way they read printed pages? Statistics show that internet users rarely read word-by-word on the Web. People tend to scan the text until they find information that is interesting and relevant.

For this reason, when it comes to product descriptions, formatting plays an important role. If you want to draw the target audience’s attention to your product descriptions, you should make the text skimmable. To boost your efforts, you should use:

  • Bulleted points
  • Bold fonts
  • Headings and subheadings
Screenshot source : Tluxe

But remember that you should use bold fonts and subheadings only to highlight the most important details. Do not use bold fonts, subheadings, and bulleted lists when there is no necessity.

Optimize for search engine results

You should remember that product descriptions are essential elements of your SEO content marketing strategy. So every product description you create must be SEO-friendly.

Firstly, you should choose the right long-tail keyword that perfectly describes your product. For instance, if you sell boxing gloves for women, you should focus on a keyword “women’s boxing gloves” or “women’s loop boxing gloves”. It’s a bad idea to use the short-tail keywords such as “boxing gloves” or “gloves”. Why? Because these keywords will not help you attract highly qualified traffic that’s more likely to convert to leads and customers.

Secondly, you should improve the readability of your product descriptions. You should follow these simple rules:

  • Keep your sentences short
  • Avoid using the passive voice where possible
  • Use bulleted lists and subheadings
  • Do not overuse adverbs
  • Do not use rarely used words and sophisticated phrases

Be specific

If you want your product description to stand out, don’t use such words as the best, great, excellent, or any other similar adjectives. Be specific and use the words that brightly describe your product.

Take a look at the following screenshot. The seller describes its product, a cashmere cardigan, using such words as creamy, coziest, and most chic.

Screenshot source: Nordstrom Rack

Screenshot source:

This is an excellent example of how you can present your product using only one short sentence. All you need to do is to choose from three to five descriptive adjectives that appeal to your target audience.

Capture your customers’ imagination

Here is another pro writing tip you can use. Try to start a sentence with the word “imagine”, and then describe how your customers will feel like when using or wearing your product.

Let’s say you sell scented candles. You can describe your product in this way:

“This lavender candle is all about relaxation and peacefulness. Imagine how you come home after a hard day at work, how you light the candle, and how the rich lavender aroma spreads out in your room. Imagine how you inhale this magnificent scent deeply and slowly and how you start feeling more relaxed and happier.”

Don’t forget to proofread it

If you want your Shopify store to succeed, you must care about the quality of textual content. You should ensure that every sentence of your product description is perfect in terms of grammar and contains no stylistic errors.

To proofread your product descriptions, you can use one of the following services: Grammarly (automatic grammar checker), Studicus (online writing and proofreading service), Upwork (the biggest freelance platform to hire a proofreader), or TrustMyPaper (another reliable writing service).

Wrapping it up

If you want to create a perfect product description and take your business to the next level, use this Shopify guide. Apply the tips given, and you will face no difficulties in describing the features and benefits of your products.

Just be attentive to details, and you will lead your company to success!