How to Write Product Descriptions That Sell: A Guide to Engaging and Effective Copy

Your product description is more than just a list of features—it’s your chance to connect with your customers, highlight your product’s unique value, and inspire them to click “Add to Cart.” Writing a good product description isn’t just about being descriptive; it’s about being persuasive. Here’s a step-by-step guide to creating product descriptions that sell.

  • Know Your Audience
    • Before you put pen to paper (or fingers to keyboard), ask yourself: who are you writing for? Are they budget-conscious shoppers? Tech enthusiasts? Style-savvy trendsetters? Knowing your target audience helps you tailor your language, tone, and focus to resonate with them.
    • If you are going to use Shopify's AI feature, this will help you to determine your "voice" when writing descriptions. 
  •  Focus on Benefits, Not Just Features
    • While features describe what a product does, benefits explain why those features matter to your customers. For example:
      • Feature: “Made with premium stainless steel.”
      • Benefit: “Durable enough to last for years, saving you money on replacements.”
    • Show customers how your product solves their problems or improves their lives.
  • Use Sensory Words
    • Engage your readers’ senses by describing how the product feels, looks, smells, or performs. For example:
      • Instead of: “Soft blanket.” Try: “Wrap yourself in the ultra-soft embrace of this cozy, velvety blanket.” Sensory words help customers imagine the product in their hands, making them more likely to buy.
    • Keep It Simple and Scannable
      • Most shoppers skim rather than read every word. Make your descriptions easy to digest by:
        • Using bullet points for key features.
        • Breaking text into short paragraphs. I can't emphasize this enough, I have so many clients send copy that I need to break down as if I were speaking it. Pause with a return. 
        • Highlighting important details with bold or italic text.
    • Incorporate Keywords for SEO
      • To help customers find your product online, include relevant keywords naturally in your description. For example, if you’re selling eco-friendly water bottles, phrases like “reusable water bottle” or “BPA-free hydration solution” can boost your visibility in search results.
    • Tell a Story
      • Stories create an emotional connection with your audience. Instead of simply stating facts, weave a narrative: Example: “Imagine sipping your morning coffee from this artisan-crafted mug, its warm ceramic surface keeping your drink perfectly hot while you savor a moment of calm.”
    •  Avoid Overused Clichés
      • Phrases like “best quality” or “must-have item” can come off as generic and uninspiring. Be specific about what sets your product apart instead. For example: Instead of: “High-quality backpack.” Try: “Built with water-resistant fabric and ergonomic straps, this backpack is designed to withstand your busiest days.”
      • Can we all agree that "ELEVATE" is probably one of, if not the, most overused cliches currently being abused. I always get a laugh and think that what goes up must come down... so if you elevate something, it will only go right back down. Not a great choice of words. :) 
    • Use Social Proof
      • If applicable, mention awards, customer reviews, or best-seller status to build trust and credibility. For example: “Rated 4.8 stars by over 1,000 happy customers!” “Winner of the 2023 Design Excellence Award.”
    • Include a Call-to-Action (CTA)
      • End your description with a compelling CTA that nudges your customers to act. For example: “Order now and experience unmatched comfort.” “Don’t wait—limited stock available!”
    • Edit, Test, and Refine
      • A good product description isn’t written—it’s rewritten. Review your copy for typos, awkward phrasing, or unnecessary fluff. Test different versions to see which resonates best with your audience.

    As a side note, if you are writing your descriptions in a text editor to copy and paste into Shopify, please check your fonts at the door. I've just recently discovered that Calibri, a very common Microsoft font, imports in ligatures in bold and you cannot remove the formatting, so try to use fonts like Times New Roman, Arial, or Helvetica when working in an editor. Also avoid copy/paste from your email app. If you notice that your product descriptions do not have the "font" you selected in the theme, these could be the culprits. 

    A well-crafted product description is your silent salesperson. It combines knowledge of your audience, creativity, and strategy to not only describe what you’re selling but also make customers feel like they need it. Put these tips into practice, and watch your conversions grow!

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