As a Shopify store owner, you should know that product descriptions make a huge difference in not only attracting more and more audiences but also converting them into regular paying customers.
Product descriptions are one of the most essential elements that contribute a lot to boosting sales. That’s why they have to be creative, relevant, concise, and engaging. On the other hand, if the descriptions of the products that your store is selling are poor, then it will result in low sales, a waste of money, and time as well.
If you are looking to write some high-quality product descriptions to make your products sell on your Shopify store, keep on reading.
10 Useful Tips to Write Shopify Product Descriptions
Writing perfect product descriptions is an essential store on Shopify. When a product is listed on a Shopify store, the description works to describe it to the reader and to convince them to buy it.
The same work that is done by a charismatic salesperson in a physical store is done by a product description in an online store.
That analogy will make it clear why it is necessary for the description to be attractive and engaging. Below we have shared some tips that you can follow for this purpose.
1. Know Your Audience
Before writing a single word or sentence, you need to first understand your targeted audience. This includes determining their interests, preferences, and problems they are facing. Your written description must have to appeal their interest and provide solutions to their problems.
To know their audience, brands utilize different techniques and tools such as taking surveys/interviews, monitoring their behavior on social media, and competitive research analysis.
There are various online tools that store owners can use to find out more about their audience. For example, they can use tools like Google Trends to find out the popularity of specific search terms in specific areas. They can also use analytic tools like Ahrefs to find out things like popular search terms, commonly asked questions, etc.
2. Make sure the headline is to the point & catchy
After determining your audience’s needs, you need to write a relevant yet catchy headline. Of course, depending on the style and design of your website, there could be no space for a headline. However, in most cases, there is.
When we say “headline,” we basically refer to the caption or the heading that comes before the actual description.
When writing the headline, you have to work on making it catchy while also making sure that it does not convey anything other than what the product actually offers.
For instance, let’s say you have a Shopify store and you are selling a product called “Air Conditioner”. The headline ideas that you can consider for “Air Conditioner” may include,
“Enjoy Your Summer with Our Coolest Air Conditioner”
“#1 No Selling Air Conditioner in [add area or region name].”
Using relevant and catchy headings, as we have mentioned above. There will be a strong chance that the customer may end up making a purchase from your store.
3. Focus on Product Benefits
While writing descriptions for a Shopify store, you should include the most notable features that your product is offering. You should focus on what is making your products different from other stores.
When writing about the product, it’s important to talk about the benefits of the features rather than the technical details of the latter.
To provide you with a better idea, check out the image below:
In the above product description, you can see how the seller has highlighted things on how their air conditioner can benefit the buyer. They haven’t clung to the scientific or technical side of things.
4. Tell a story
For the Shopify store, a perfect product description is one that provides all the essential details, while also convincing and persuading the customer to make a purchase.
Your written description should contain an emotional influence giving the reader a feel they are not reading a promotional description. Instead, it should give them a feeling that they are reading a story.
This can simply be done by adding some details about how the product at hand can help the customer in their daily lives and what sort of benefits it can provide.
For example, if we talk about a product description that does not look like a story, and is rather a progression of boring details, here is what it would look like:
“Our refrigerator comes with a large interior space coupled with bright LED lighting. The direct-cool freezing system is also very good. There are also compartments at the bottom that can be used for storing vegetables and fruit.”
Now, this is boring. But, if we were to take this same description and turn it into a story, it could go something like this:
“Enjoy the large space of our refrigerator for easily storing all your edibles without a worry! The direct-cool freezing system will make sure your food never goes bad. Oh, and if you want some special spaces for your fruit and veggies, there are compartments at the bottom right for that!”
You can spot the difference somewhat easily. The second description looks a lot better than the first.
5. Add relevant keywords
Your description should not only focus on the customer, instead, you should also optimize it for search results by adding keywords, so that more and more customers can see it.
Adding relevant keywords will provide an idea to both customers and search engines about what your description is. However, do not overload the product description with too many keywords, as this will irritate the reader and make them feel that you’re just forcing them to a do a purchase.
Instead, you should add keywords in the form of variation. Let us explain with an example. We have found an image in which the seller has efficiently used keywords without being too promotional.
Utilizing keywords in the description will rank it higher above the competitors, so that more customers can see it, resulting in generating more leads.
6. Utilize creative words & engaging language
You should write a description utilizing creative words and engaging language that will not only capture the attention of customers but also keeps them interested in your product.
In simple words, the language you use should be simple, clear, meaningful, and actionable. You can do this either by manually writing a description in an engaging way, such as:
“Unleash your inner artist with our vibrant, versatile paints that will transform the dull canvas into a masterpiece”
If you can’t figure out how you can use creative words and engaging language in your product descriptions by yourself, you can try using a paraphrasing tool instead. A high-quality paraphrasing tool will be able to make your otherwise bland content look more engaging. If you take a peek at the image below, you will get an idea of what we mean.
To get the most out of this exercise i.e., using a paraphrasing tool for making content more engaging, you have to make sure that the tool you use is high-quality. There are quite a few of these that you can find on the Internet. To determine the quality of the tool, you can just give it a couple of tries before putting it to use on the description itself.
7. Keep it clear
To make sure that your Shopify store description hits home with the readers, you need to ensure clarity when writing it. While using action words and creative language is encouraged to an extent, the description should not look like a Shakespearean composition from the middle-ages.
The use of hard words is often misinterpreted by rookie writers. While some sophisticated words sporadically scattered around the content can give it a nice look, going overboard with the same wrecks the quality.
We did pretty much do the same thing right now.
Here is an example to help you understand how you can keep your language clear and understandable when writing the description.
Wordy and difficult description: “Our product heralds the end to your dishwashing woes. With the versatile combination of features and perks, our dishwasher is the panacea you need.”
Simple and clear description: “Our product brings an end to your dishwashing troubles. With its excellent features, our dishwasher is the all-in-one solution that you’re looking for.”
8. Look for spelling & grammar errors
Spelling and grammar errors can drive off your customers perhaps more effectively than no other type of imperfection.
If you happen to be a reputable brand but are still making spelling and grammar errors in your descriptions, it can send a very bad signal to your readers. Your store can come off as amateurish and incompetent.
To make sure this does not happen, you should always find and fix all such errors in your descriptions before you finalize them. Here is how you can do it:
- First off, you should proofread the description a couple of times after writing it. During this process, you will be able to find grammar and spelling errors.
- If you don’t want to read the content yourself, you can have someone else do it for you. This can be better since another person will be able to look at the descriptions more objectively and critically.
- You can also try using a grammar checker for this purpose. Grammar checkers are automated tools that can point out grammar/spelling errors in a piece of content and provide their correct s suggestions.
9. Add Call-to-action
Adding call-to-actions in the description that the customers can take after reading the description can also result in generating more leads.
Adding call-to-action may include adding links and buttons that will redirect the customers to the Shopify checkout, or redirect them to add shipment address or payment details and end up confirming the order.
However, while adding CTAs (Call-to-Action), keep in mind that there are multiple ways through which customers utilize information, so you need to make sure that the CTAs you have added are easily accessible within the product description.
10. Add a Social Proof
Last but not least, you can also consider adding social proof to the description to build trust and credibility, which further results in boosting overall sales.
Brands can add social proof in many forms such as customer reviews, endorsements from popular personalities or organizations, and ratings.
Adding social proof will help the customers in accepting the things you have mentioned about the product in the description.
To provide you with a better idea about how stores are utilizing social proof in product descriptions, check out the picture attached below:
To create perfect product descriptions to generate, using social proof is essential since it has the potential to quickly turn a normal description into a “convincing one”.
Nowadays, writing Shopify product descriptions has gone beyond that just providing plain text with a white background to the customers. So, next time you are writing a product description with the goal to generate more leads, you just need to follow the tips mentioned above and wait for outcomes.