Product Descriptions are a critical part of any Shopify store. Broadly speaking they serve two purposes. First, a well-written product description can help convert a shopper into a buyer by providing them with the information they need to make a purchase decision. Second, an SEO-optimized product description can help you win the long game by helping you attract new visitors from search engines.
A good starting point is to remember that a product description is not a product specification. A specs list is important, and you should absolutely include one (more on that in a bit), but it’s not what shoppers are looking for when they land on your product page. Instead, shoppers want to know how your product will solve their problem or make their life better. They want to know what it feels like to use your product, and they want to be confident that your product is the right solution for them.
The best way to do this is to focus on the benefits of your product. What does it do for your customers? How will it make their life better? Write your product descriptions with these benefits in mind, and make sure to use active and concrete language.
It’s also important to remember that shoppers are looking for more than just a product when they come to your store. They’re looking for an experience. Your product descriptions should reflect this by creating a tone and personality that matches the rest of your store. If you’re selling luxury products, your descriptions should be formally written and use elevated language. If you’re selling more casual products, your descriptions can be more relaxed and colloquial.
With that in mind, let's get started. The first, and arguably most important part of any product description is the product title.
Your product title is the first thing shoppers will see when they land on your product page, so it’s important to make a good first impression. A good product title accomplishes two things. First, it should be clear and concise, so shoppers know what your product is and what it does. Second, it should be optimized for search engines, so you can attract new shoppers from organic search.
The best way to accomplish both of these things is to focus on your target keywords. What words or phrases do shoppers use when they’re searching for products like yours? Use these keywords in your product title, but don’t stuff them in there. A good rule of thumb is to use 1-2 target keywords per product, and to keep your product titles short and to the point.
It’s also important to remember that your product title is not a product name. A product name is a unique identifier for your product, and it’s typically used internally (for example, “SKU123”). Your product title, on the other hand, is what shoppers will see on your product page, so it should be descriptive and customer-friendly.
Now that you know how to write a good product title, it’s time to move on to the main event: your product description.
As we mentioned earlier, your product description should focus on the benefits of your product. What does your product do for your customers? How will it make their life better? Write your descriptions with these benefits in mind, and make sure to use active and concrete language.
It’s also important to use positive language. Studies have shown that shoppers are more likely to purchase products that are described with positive adjectives (for example, “amazing”, “incredible”, etc.), so try to incorporate these into your descriptions when possible.
Of course, your product descriptions should also be optimized for search engines. Here are a few tips to keep in mind:
Use your target keywords, but don’t stuff them in there. A good rule of thumb is to use 1-2 target keywords per product, and to keep your product descriptions short and to the point.
Start with a brief paragraph describing the benefits of the product to your users. Here's an example:
This electric toothbrush is perfect for anyone looking for a whiter, brighter smile. It's recommended by dentists and it's very easy to use.
Next, add a few sentences or bullet points describing the features of your product. Here's an example:
Finally, add a call to action. Here's an example:
Order now and get free shipping!
And that’s it! You now have everything you need to write a good product description. Just remember to keep your target customer in mind, and to focus on the benefits of your product.
We're almost done! There's just one last critical component missing: user reviews.
User reviews are an important part of any product description. They provide social proof that your product is high quality and worth purchasing, and they can help increase conversion rates by showing shoppers that other people have had a positive experience with your product.
The most important thing to keep in mind when incorporating user reviews into your product descriptions is to use them sparingly. A few user reviews can be helpful, but too many can be overwhelming and off-putting. A good rule of thumb is to include 1-2 user reviews per product, and to make sure that they’re positive and relevant.
With that said, let's take a look at how to actually incorporate user reviews into your product descriptions. A good place to do this is after your brief introductory paragraph and before your list of product features. Here’s an example:
“This electric toothbrush is perfect for anyone looking for a whiter, brighter smile. It's recommended by dentists and it's very easy to use.
Users love it too! Check out what they have to say:
‘I have never seen such amazing results! My teeth are so white and they feel so clean. I love this toothbrush!’ - 5 stars
‘I was a little hesitant to switch to an electric toothbrush, but I'm so glad I did! This toothbrush is so much better than my old manual one.’ - 4 stars"
As you can see, user reviews can be a great way to add social proof to your product descriptions and increase conversion rates. Just remember to use them sparingly, and to make sure that they’re positive and relevant.
To summarize, here are the key takeaways: