Get Noticed: How to Write the Best Product Description For Shopify

When you're running an online store, product descriptions are one of the most important aspects of your business. How you describe the products you sell will determine if you or your competitor will win the target customer. In short, a product description can make or break a sale.

 

And mind you, it is challenging to write product descriptions that sell. In fact, many business owners find it difficult to write copy that is both SEO-friendly and engaging, like these ones.

 

But how do you ensure your product descriptions convert? What are some common mistakes people make when writing product descriptions, and how can you avoid them? Stay tuned because we are about to dive into the world of Shopify product descriptions!

 

Why are Product Descriptions So Important?

 

You might be wondering, "why do I need a killer product description if my products are already amazing?" The answer is simple: because it's easier than you think to fall into the trap of writing boring copy. All it takes is one sentence, and your customers will hit that back button faster than they can say "no, thank you."

 

A good product description, like these ones, can make the difference between a sale and a missed opportunity. In fact, studies show that up to 87% of shoppers will read your product descriptions before making a purchase decision. 

 

An effective product description that has all the product details and describes the benefit of the product should be able to boost your visibility, excite the buyer and, in turn, increase your conversion rates. 

 

Common Product Description Mistakes Everybody Makes

 

Now that we know why product descriptions are so important let's look at some of the most common mistakes people make when writing them.

 

1. Using Manufacturer-Provided Product Descriptions

 

While manufacturer-provided descriptions MIGHT be exceptionally good, using them on your Shopify store can be a catastrophe to your shop. Manufacturer-supplied product listings often sound like they're written for a different target market, and they don't speak to the needs of your customers. Plus, search engines usually penalize sites that use the same copy as other sites. This means your site will rank lower, which will significantly affect your sales.

 

Instead of using product descriptions from the manufacturer, write your own descriptions that are tailored to your ideal customer.

 

2. Writing Too Much or Too Little

 

When you write too much, your customers will be overwhelmed with information, and they may not even bother to read it. This is especially true if the description isn't formatted in an aesthetically pleasing way. On the other hand, when you write too little, your customers may not have enough information to make a purchase decision.

 

A compelling product description should just include the product titles, product features, and benefits. You can also include a mini - story of the product or success stories of people who have previously used the product.

 

Try to split your text with short paragraphs and bullet points, highlighting the most RELEVANT information. 

 

3. Being Too Generic

 

When you write generic copy, it'll be difficult for customers to connect with your products. After all, they are buying a unique item that they cannot find anywhere else.

 

As a business owner, you should always strive to be as specific as possible when writing your product descriptions.

  • Try to make an extra impact that will make you stand out from the huge crowd of competitors. This means using specific words that accurately describe the item and why it's different from other similar products on the market.
  •  Include a well-curated list of product features
  • And avoid any mundane features that will make your copy vague or boring.

 

If you're having trouble coming up with unique phrases for each product description, try searching online for examples that other stores have used. You can also read reviews on sites like Amazon or Etsy to see what customers say about similar items they've purchased in the past. You can even use a product description template to give you a frame and just go in and write the flesh (content) for the product description. 

 

SEO Optimized Product Descriptions

 

You might be wondering, "how do I know if my product descriptions are SEO optimized?" There are a few different ways you can tell if your copy needs some search engine optimization.

First, are you using phrases that users use to search for similar products on search engines? Avoid guesswork by doing keyword research using tools like Ahref and SEMrush. 

Second, do you have the product keyword on the:

  • Meta description
  • Product description title
  • The product page's URL
  • Alt image tag

 

If not, then it's time to make some changes! Try adding relevant keywords and phrases that relate to your product where they make the most sense in your copy.

 

Another major way to ensure your product description page is SEO optimized is to always write for humans, not bots. The whole point of search engines is to help users find what they are looking for. So if you align yourself to help online buyers to find what they are looking for, you're optimizing for search results.

 

Creating Descriptions That Sell On Shopify: Things To Keep in Mind

 

When creating descriptions for your products on Shopify, there are a few things to keep in mind.

 

1. Focus on Your Ideal Buyer

 

Who are you targeting with your product? What needs or desires does your product fill for this person? Which words do they love or hate? When you know who you're selling to, it's easier to tailor your descriptions to speak to their wants and needs.

Actionable tips:

  • Use the word "you" throughout your description to make it more personal.
  • Imagine you're selling to your customers face to face. What type of language would you use? Use that conversational language to write product descriptions that resonate with your online customers. 
  • Answer all questions they would want you to answer.
  • Paint a picture of what life would be like for the buyer if they had your product.

 

2. Focus on the Benefits Your Product Offers

 

One way to win in sales is not to sell just the product- but to sell an experience. So what makes your product special? Why should someone buy it instead of a competitor's product? What are your product's unique features or benefits that make it stand out? People want to know what's in it for them, so ensure you highlight the benefits of your product in the description and make it captivating and imaginative.

 

Actionable tips:

 

  • Highlight the key benefits of each of your product features.
  • Use customer testimonials to highlight the benefits of your product.
  • Talk about how your product can help your customers achieve their goals or solve their problems.

 

3. Legitimize Superlatives

 

When you're tempted to use superlatives in your descriptions, make sure they're backed up by real evidence. People are more likely to trust your claims if you can back them up with facts and stats. The last thing you want is to sound artificial or dishonest.

 

Actionable tips:

  • Use social proof to back up your claims (e.g., "97% of my customers would recommend this product").
  • Quote customer reviews and testimonials.
  • Showcase awards and certifications your product has received.

 

4. Use Social Proof

 

Social proof is what persuades people to buy as everyone wants to buy a product that has been tried and tested to work as intended. After all, you're selling online. Your potential buyers can't hold and feel your product. 

 

They need to see testimonials, reviews, and positive customer feedback to be encouraged to take action. 

 

Actionable tips:

 

  • Collect customer testimonials and quotes.
  • Include star ratings and review scores.
  • Feature social media posts about your product.

 

5. Finish with a Creative Call to Action (CTA)

 

A product description isn't just a description- it's a sales pitch. You might think it might seem salesy, but a well-crafted CTA can be the difference between a sale and a lost opportunity. Without a CTA, the customer will not know the next steps to take to purchase and may leave your store without buying your products. 

 

When creating your CTA, make sure it's clear, concise, and relevant to your product. 

 

Actionable tips:

 

  • Use buttons
  • Use strong verbs like "try," "invest," "discover," etc.
  • Include incentives like discounts and offers (if you have any)
  • Keep it short and sweet, no more than a few words.

 

Need Help Writing Product Description? Hire Experienced Writers from Zoey

 

When you need to create product descriptions that sell, it's helpful to have an experienced team on your side. At Zoey, our team of professional writers can help you create descriptions that are accurate, engaging, and, most importantly, effective.

 

We understand the art of persuasion, and we know how to use language to convince potential customers to buy your product.

 

Contact us today to learn more, or check out our product description writing services to see examples of our work. We look forward to helping you create Shopify descriptions that sell your products!

 

Photo by Roberto Cortese on Unsplash: Thanks Roberto!