How to write a product description

How to Write a Product Description | 8 Simple Rules

What would be the best way to let new customers know about your product? The first thing that will come to your mind is how to write a product description. A product description is one of the essential components when you do online business

Even though it has incredible potential, a good product description can be hard to write. It can be tough when you own a long list of products on your page to work through.

In this blog, we will learn about eight easy-to-follow steps to write a product description.

8 Easy Steps to Write a Product Description

1. Remember Who Is Your Target Audience 

Remember Who Is Your Target Audience

The initial step in writing product descriptions is to determine who is your target audience. You need to specify which features would be of most benefit to your potential buyers.

It all starts with knowing your buyer behaviour, a breakdown of components in your potential customers. Your buyer persona will assist you in understanding which will be most relevant to your customers. Keep these questions in mind while writing product descriptions.

  • How does this person arrive at your page?
  • What are his or her concerns?
  • Why would this person be involved in your Shopify store, specifically?
  • How would this person explain the product to a friend?
  • What features or benefits would fascinate this person the most?

2. Focus on the Product Benefits

As a company owner, you are eager to share all of the qualities of your products. You may want to showcase the best and unique features of your product.

The user, however, does not show interest in the common features of the product. Instead, they need to know how it can benefit them.

A product feature is a descriptive statement about the product that gives information. The content of your product description should influence potential buyers to improve their lives in obvious, measurable ways.

Before you begin writing your product descriptions, outline the features and advantages of your product. Think about how the product either enhances pleasure or reduces a pain point.

For every feature that you simply list, figure out how this may directly benefit the buyer. Turning features into benefits will help you write a product description effectively.

If you want to create effective and SEO-friendly product descriptions for your e-commerce store easily, you can use an AI product description generator.

3. Tell the Full Story

A good product description should give all relevant details, convince the customer of its benefits, and pack an emotional punch. Emotions impact buyer behaviour, so your product description should evoke emotions.

How do you do this? If you tell the story about the product, your customers are more likely to connect with the product even if it will connect them more with the product. It is key to turning your potential customers into actual customers.

When you want to tell a story in your product description, try to clarify these questions.

  • Who was the origin of this product?
  • What encouraged them to make this product?
  • What was the journey behind making this product?
  • How would this product work in the buyer’s day-to-day life?

Setting a view like this will improve the buyer’s vision of this product in a way that features and specs could never do. If you can make the buyer visualize the product as an emotional triumph, they will likely ignore that they are being sold.

4. Use Natural Language and Tone

Use Natural Language and Tone

If you read the description aloud, does it sound like a real communication that you would have with your friend? Or does it appear like a computer-generated string of words?

Bringing the natural tone that you would practice in a real conversation–will help your consumer connect with your brand. The product description utilizes simple language that you might use in actual communication with your friend. There are no bare adjectives or sweeping claims. It’s just a valuable description of the product that highlights its advantages.

The tone echoes natural and is in line with the overall tone of the brand.

Creating a consistent pitch deck that matches the brand develops trust with the customers. It makes some e-commerce brands much more remarkable than the thousands of others currently selling products on Shopify.

5. Use Power Words That Sell

Some specific words and phrases usually evoke an emotional response in people. Fortunately for Shopify store owners, this also leads to increased sales.

By being thoughtful of those words and phrases, you can influence your consumers to take the leap and make the purchase.

As you create your product descriptions, go for any specific words or adjectives that can do the dressing up.

Instead of using words like “nice” or “Fine-quality,” go for powerful words like “remarkable” or “exciting.”

By spraying these right descriptive words into the descriptions of your goods, you are subtly assuring the buyers that your products are appealing, exciting, and worth the purchase.

6. Make it Easy to Scan.

Today, People have short attention spans and read-only around 16% of what’s on the page. So your product description requires to attract that coveted 16% effectively. The best way of doing this is by making your product description easily scannable.

The more scannable the content is, the easier it is for the customer to find the exact information he 0r she is looking for without wasting any time reading the entire description.

Design your product descriptions in such a way that it becomes easy to scan. You can do this by adding bullet points, short paragraphs made up of merely a few sentences each, lots of white space, and different font sizes. Story and product highlights can be easily converted into short paragraphs.

7. Optimize for Search Engines

Optimize for Search Engines

In inherently everything that you do on your Shopify store, you should be optimizing the content for search engines. Search engine optimization (SEO) is the simplest way to attract new customers to your page, which is the first step in convincing a person to buy your products.

Optimization begins with keywords, usually searching the term that customers use to get the product they are looking for.

With a little bit of keyword research, you can swiftly discover which keywords are most desirable for your Shopify store.

 If we click on the first-page listing, we can see how they use this keyword on their site to appear in the top search results.

They apply the keyword, or a variety of it, both at the top of the result page, as well as in the title of the product. For good results with best SEO practices, google recommends placing the keyword in your

  • Page titles
  • Meta descriptions
  • Image tags (called ALT tags)
  • Product descriptions

For a better view of keywords, check your keyword into LSIGraph to produce a list of related keywords. This tool crawls the internet to detect which pages are ranking the highest on search engines for your chosen keyword. 

It’ll give you a fair idea of what is currently working well on search engines and how you can use it in your product titles or product descriptions. Keep in mind that it is most useful to have the main keyword within your product title as it carries the most weight with search engines.

Adding keywords to your product titles and descriptions can earn you a top ranking on the search results page? Probably not.

But it can make your product simpler to find for those who are actively seeking your product.

8. Use Good Images

Use Good Images

Even if you learn product description writing, you need to have quality images to go with it. Why? Because around 63% of consumers believe that a product image is more relevant than the description or reviews.

So an essential aspect of your product description is genuinely in the photo itself.

Quality photos will clarify the customer all of the key features of your product. 

How does this work? Research reveals that customers who can hold a product in their hands are more likely to desire to own the product. The same is true for images or videos that encourage sales.

Naturally, you may not have an expert video service to create something so magnificent. But you can, at the very least, be sure to produce quality photos of your product that showcase its benefits.


In this blog, we have seen these eight rules to write a product description that boost sales. You have to customize according to the customers as there is no single approach for writing product copy.

 Try to make your templates for descriptions. Determine the criteria of quality that your target audience is looking for and make sure to add it to your stories.

Ask a few questions that will help you out.

  • Which problem is your product solving?
  • What kind of power words have you included?
  • Did you add the full story?
  • Would you say this to a friend?
  • Does your concept display its key features and benefits?

These eight steps are based on customer inquiry and have been proved useful in increasing sales. The main takeaway is that your product specifications shouldn’t push your output so much as cut to the main points about why it will improve your customer’s life. And if you can convince your customers of that, then your sales will increase.


Shivani is a content writer at InviteReferrals. She writes SEO articles, blogs, and guest posts for businesses to improve website ranking on SERP. She follows a balanced approach for the quality of content and its marketing. She loves to do creativity, although she had an English major in her graduation.