How to write product descriptions that sell in 9 steps

If you already work with a Shopify expert agency like Getmore, you know that your e-commerce product descriptions can boost sales. But if you didn't, you've come to the right place. I'm Patricia Jorde , an SEO copywriter, and I'm joining the Getmore Shopify Experts blog to tell you what to include and how to write your product descriptions so your potential customers buy from you.

The product page is the most important element of your online store, because it helps you rank higher, attract new visitors, and make sales.

As a Shopify agency, Getmore knows this, and that's why we're going to see how to work with it to achieve all of this. But first, pay attention: I'll tell you how I define it and all the advantages I see in it.

What is a product description in an online store?

Product descriptions , also known as product sheets, are texts that accompany items in an online store.

Its function is to inform potential customers about the features and benefits of a specific product , but its ultimate goal is to facilitate the sale.

Therefore, a product description is more than just a list of features ; it is a marketing tool that, when used well, connects emotionally with the consumer and accompanies them in their buying process.

In addition to their informative and persuasive function, product descriptions are essential for SEO (search engine optimization) in Ecommerce.

By including relevant keywords, the texts in the product descriptions can improve the product's visibility in search results and attract more traffic to the online store.

But that's not the only benefit of carefully writing and optimizing your e-commerce product descriptions.

Its importance lies in its potential to boost your sales, build customer loyalty, and more . We'll see this in the next section.

Why is it important to work on the product pages of your ecommerce site?

The main reason why it is essential to dedicate time and effort to creating detailed product descriptions is one: to sell .

In a digital environment where 67% of consumers need that content to make a final decision , it seems like a safe strategy, don't you think?

These are the 5 key reasons why your product descriptions help you achieve your business goals:

1. They eliminate informational barriers to purchase

In physical stores, questions are answered by asking store staff. Online, where you can't physically touch or try the product, the product description must contain all the necessary information to help customers understand what they are buying .

The more complete they are, the fewer questions to resolve and the less resistance the potential customer will have to buying.

As we will see, this includes not only the technical specifications or product features, but also the uses, benefits, and answers to questions that we know our buyer persona may have.

2. They improve the user's shopping experience

The online shopping experience is ruined from the very moment a potential buyer enters a product page with hardly any text or any kind of specification .

At that moment, what occurs is known as pogo-sticking or web escape , a phenomenon whereby a user goes back after entering a website or online store because they have not found what they were looking for .

The same thing happens when the user finds the same description, copied and pasted, on dozens of online stores. This dissatisfaction leads them back to the search engine.

Both situations generate frustration and a loss of interest in the product . The opposite: a detailed product sheet with original text, multimedia elements, and customer reviews.

A cocktail that inspires confidence in the buyer and strengthens their desire to purchase.

3. They increase perceived value and average ticket price

Imagine all those elements that a detailed product sheet should have, presented in a professional and attractive way .

In other words: with High-quality images and videos , additional information such as links to informative guides, brand data and its values…

Won't that make the product even more valuable?

Moreover, once you get the user to connect with the brand, it will be much easier to increase their purchase amount by suggesting complementary products on the product page itself.

Integrate it into a clean and visual page design that allows the user to scan to find what they are looking for, and you will retain them until the payment gateway.

4. They reduce the percentage of returns

A complete product sheet creates a clear mental image of the product in the consumer's mind , and therefore their expectations are aligned with the reality of the item they will receive.

The result? Customers are satisfied because they don't have to return something that doesn't match what they wanted, so they are much more likely to repeat their purchase or recommend your online store to their acquaintances .

For you, fewer returns mean lower costs for return shipping and product reprocessing . Plus, you reduce the losses you might incur from not being able to resell some returned items.

5. They increase your online presence and your sales.

Your cart abandonment rate drops sharply when product descriptions resolve doubts and objections before they arise.

In other words, when they provide the necessary information so that each potential customer who enters your online store can make a decision.

With this, and a good user experience in your store, you gain the trust of buyers and increase your sales while reducing returns .

Add SEO optimization of your product page content and you'll get rewarded by search engines with good organic visibility.

Thanks to that online presence you will receive new visits that will turn into sales , thanks to the effect of the product page.

How to write product descriptions that rank and sell in 9 steps

We delve into the most important process in any product description: writing it .

The text will inform, but also persuade and convince, so that the purchase takes place.

But this will depend on how you do it and what you serve it with , so take note:

1. Do not copy and paste the manufacturer's text

In other words: create original and unique content for each product. The benefit of this is twofold: first, you differentiate yourself from other sellers , and second, you avoid duplicate content , which search engines like Google and Bing penalize heavily. When two or more pages with duplicate content are encountered, Google's bots and those of other search engines don't know which one to rank higher.

And there's more: creating your own product content allows you to highlight specific aspects that you consider important to your audience and that may not be present in the manufacturer's generic descriptions.

This helps you to:

• Directly address the needs and desires of your target audience.
• Add details about how the product fits into current trends.
• Compare it with other similar products in demand
• Explain how it can be integrated into your customers' lifestyle and improve it.
• Naturally incorporate keywords and phrases that your potential customers are using in their searches

Ultimately, by creating original content you can improve your visibility in search engines, differentiate yourself in a competitive market, and connect with consumers .

2. Include a descriptive, yet engaging title

The product title is your first opportunity to make a good impression on your visitor.

A good title combines relevant keywords for search engine optimization with an emotional hook that captures attention and connects with the customer's needs. To achieve this, it must:

• Be clear and concise , communicating the essence of the product in a few words.
• Incorporate the main keywords you want your product to be found for.
• Highlight differentiating features : For example, "Ultralight running shoes with graphene sole."
• Add value to the product : use modifiers such as "premium", "professional", "exclusive" or "innovative".
• Appealing to desires : for example, "SLR camera to capture unforgettable moments" refers to the desire to preserve memories.
• Be specific : instead of "Cotton T-shirt", you could use "Organic Peruvian cotton T-shirt with crew neck".
• Be relevant to the search : Think about how customers would search for your product. Sometimes, a more technical format like "iPhone 13 Pro Max 256GB Graphite" can be more effective than a more creative one.
• Use numbers and data : Numbers can make a title more eye-catching and specific. For example, "1000W Blender with 10 Speeds and 5 Accessories."

Remember that the ultimate goal is to create a title that not only attracts clicks but also sets accurate expectations about the product . Only then will it encourage further exploration and prevent visitors from leaving the page!

3. List features, but also benefits.

The features of a product are important, but it is the benefits they provide to the user that allow them to see the true value of the product in their daily life and motivate them to buy it.

But how do you know what buyers expect from a particular product ? Before writing the description, it's essential to understand who the target audience is by analyzing:

• Their specific needs (which may be physical, emotional, or social), desires, and problems.
• Their interests and hobbies
• Their values ​​and lifestyle
• Their challenges and main pain points
• Their goals and aspirations
• Their consumption habits
• Your brand preferences
• Relevant demographic data (age, gender, location, income level…)

Understanding these aspects makes it possible to highlight product features that, translated into benefits, resonate at a deeper level with the reader .

For example: if you conclude that your consumers are busy professionals, but environmentally conscious, you will need to highlight aspects such as sustainability and ease of use of the product .

This table shows how the features of a reusable water bottle translate into benefits that appeal to that buyer persona :

Product feature	Tangible benefit or advantage
Recycled stainless steel material	“By choosing this bottle, you are contributing to the reduction of plastic waste in the environment, helping to preserve our planet for future generations.”
Double-walled insulating design	"Keep your drinks cold for 24 hours and hot for 12 hours, so you can enjoy cool water on a hot summer day or a hot drink during your outdoor activities in winter."
Free from BPA and other harmful chemicals	"Enjoy the peace of mind of knowing that you are drinking from a safe and healthy container, without the risk of contaminants that could affect your well-being and that of your family."
500 ml capacity	"The ideal ability to keep you hydrated throughout the day, whether at work, at the gym or during your walks, without having to worry about constantly refilling."
Leak-proof lid.	“Take your bottle anywhere without fear of spills in your backpack or bag, allowing you to enjoy your daily activities with complete confidence and comfort.”

This will allow you to connect emotionally with these types of consumers by informing them about what the product offers, but also showing how their choice positively impacts their lifestyle and the environment .

4. Provide extra information to avoid having to consult external sources.

Think about your own journey when you buy a product online : don't you do several searches to gather all the information you need?

Now, imagine that you didn't have to invest so much time in this because you've found a store that has already gathered them all for you.

You would probably end up buying the product you had in mind there , and you would save the page for the next time you want to buy something similar quickly and easily.

Well, you can achieve the same thing in your ecommerce by putting yourself in the shoes of your buyers and giving them all that extra information.

There's so much you can contribute depending on your product type! Here are some ideas:

1. Detailed information on specifications : such as precise dimensions (length, width, height, diameter), the weight of the product, the materials used in manufacturing, the available colors (with precise descriptions or color codes), the capacity or volume of a container…
2. Size and Fit Guide: For stores that sell fashion items or products that require a specific fit, you should include a detailed size guide with specific measurements for each size. Accompany it with tips on how to measure correctly and indicate whether the product has a loose, tight, or standard fit.
3. Compatibility and requirements: For products that need to be compatible with other devices or systems, it's very helpful to list all compatible operating systems or devices. Also, specify the minimum hardware or software requirements, as well as mention any necessary accessories or additional components.
4. Instructions for use and care: basic instructions for use, cleaning and maintenance recommendations, warnings about incorrect or dangerous uses, expected product lifespan…
5. Warranty and Returns Information: Clearly state your warranty policy regarding its duration and coverage, and detail the process for claims, returns, or refunds. Don't forget to mention the timeframe for these actions.
6. Comparisons with previous models or versions: If the product is an update or a new version, highlight the improvements over previous versions to emphasize its value. Explain the key differences between models and don't forget to mention whether it's compatible with accessories from previous versions (your customers will appreciate this).
7. Sustainability and ethics: if you believe that some of your customers are environmentally conscious, it's worth explaining the recyclability or biodegradability of the product and mentioning any ecological or fair trade certifications it may have.

Remember: by providing as much detail as possible in your product description, you eliminate any friction in the buying process and ensure that users stay on your online store , so don't skip this step.

5. Anticipate possible doubts and resolve them

There's something else you can't overlook, and that's anticipating and addressing potential customer questions to offer them excellent service . This directly impacts your credibility and the trust they place in you because:

1. You present yourself as an expert in the subject and/or the product.
2. You show interest in your customers' needs

So, before writing any product description, it's also very useful to gather and analyze the most common questions customers ask about similar products . You can get these from various sources:

• Review comments and questions on similar products, either on your page or on your competitor's.
• Asking your customer service team to collect them
• Conducting surveys of existing customers
• Analyzing the most frequent searches with online tools

Take advantage of this last point to include questions that are in demand on search engines and thus improve your SEO ranking.

You can find them on Google itself , in the "More questions" section, just as I did with a search about vitamin C serums for the face:

The queries mentioned could be included as additional information in the product description. This would clarify some doubts about the product's use and, at the same time, increase the likelihood of appearing in this section of Google's SERPs.

6. Turn technical specifications into advantages so they are understandable

To make technical features more understandable to the user in certain technological or highly specialized products, we need to translate the data into a clear and accessible language.

To do this you can apply the FAB copywriting technique ( Features, Advantages, Benefits ), which in Spanish means Features, Advantages and Benefits.

Start by identifying the product's features, then explain the advantages these features offer, and finally, translate those advantages into concrete benefits for the user .

For example:

• Feature : "5000 mAh Battery"
• Advantage : "Longer battery life"
• Benefit : "Up to 2 days of use without needing to recharge, allowing you to stay connected without interruption."

This approach makes the information more accessible to the general public, but don't forget to adapt it depending on whether you are addressing a very professional user (for whom you can use colloquial or slightly more technical vocabulary) or a more "amateur" one.

7. Pay attention to the readability and structure of the text

The readability and structure of a product description are fundamental to ensuring that users can quickly absorb the key information according to the natural reading pattern:

This involves shaping the text through the use of different elements that help establish a clear visual hierarchy :

• Headings and subheadings : Use different levels of headings (H1, H2, H3) to organize information logically. For example, H1 for the product name, H2 for the main features, and H3 for specific details about each feature.
• Lists : Use lists to present information concisely and easily scannable. You can number them for steps or rankings, or use bullet points for non-hierarchical features.
• Bold and emphasis : Highlight key words or important phrases using bold, but don't overdo it so as not to visually overwhelm the text.
• Spacing and margins : Use generous spacing between paragraphs and wide margins to allow the content to breathe.
• Readable fonts : choose sans-serif fonts for the body text on screen, reserving serif fonts for titles or decorative elements.
• Combine text and visuals : Integrating visuals improves information retention and makes the description more engaging. You can include product photos from different angles and in real-world usage contexts, short videos showing the product in action or explaining its key features, infographics to present technical data or comparisons visually and in an easy-to-understand way… You can also use icons to visually represent features or benefits.

And other design strategies that make the product page responsive and optimally readable on all devices.

8. Use emotional language and storytelling to connect with your customer

The difference between creating product descriptions that not only inform but also motivate action lies in emotional language and storytelling. A Shopify agency can certainly advise you on this.

The first one creates a deep connection with the customer through words and phrases that evoke the key emotions associated with the product or service.

The idea is that, by describing them, you create vivid mental images that resonate with the customer's experiences.

For example, instead of saying "This mattress is comfortable," you could write "Immerse yourself in an oasis of comfort that will make you feel like you're floating on a cloud."

With storytelling , on the other hand, you capture attention by creating a character that represents the ideal customer.

The idea is to put the character through a conflict or problem that the product solves . Through your writing, you have to show the solution the product provides and how the character is transformed by it.

For example: "Maria used to wake up with back pain every morning. After trying our ergonomic mattress, she wakes up feeling refreshed and ready to conquer the day. Are you ready to transform your mornings?"

9. Optimize the SEO of your product listings so that people can find you.

We've talked about keywords in product description content, but is that enough for your online store to rank organically?

There are other strategic locations where they should be introduced:

• Product title or H1 : Include the main keyword at the beginning of the title, making sure it is descriptive and appealing to the user.
• H2, H3 headings : incorporate variations of the main keyword into them.
• Body of text : distribute the keywords evenly throughout the description, maintaining a natural density (around 1-2%).
• First paragraphs : Make sure to include the main keyword in the first 100-150 characters of the description.
• Image alternative text : Assign alternative text to each image that describes the product and includes the main keyword.
• Page URL : Make sure your product page URL is short, descriptive, and contains the main keyword. For example, instead of a generic URL like "www.yoursite.com/product123", use something like "www.yoursite.com/reusable-water-bottle".
• Title : This is the text that appears in the search results, so it should grab the user's attention. For example, "Reusable Stainless Steel Water Bottle - Eco-Friendly and Durable."
• Meta description : Write a compelling meta description that summarizes the page content and includes the main keyword. It should be short (around 150-160 characters) and motivate the user to click. For example, "Discover our reusable stainless steel water bottle, perfect for keeping your drinks cold and helping the environment. Buy now!"

Conclusion

All these elements are part of an on-page SEO optimization strategy that will make it easier for users to find your online store, get to know you, and consider buying your products .

The final decision will depend on whether your product descriptions guide the purchase process or, on the contrary, encourage customers to abandon it.

Fortunately, in this article I have given you all the tools so that you can reverse this situation and start differentiating yourself from your competition .

You know the drill: empathize with your audience, put everything you know about your product on the table, and apply online visibility techniques.

You'll see that shopping cart won't be empty for a single minute!

AUTHOR'S BIO

Patricia Jorge
Freelance writer and SEO specialist

Her passion for writing led her to write for e-commerce for over seven years. With a background in digital marketing, she then transitioned to freelance SEO consulting , allowing her to dedicate herself to content writing and optimization. What she enjoys most is the strategic aspect and on-page SEO , especially for new websites.