Essential Guide To Writing Bestselling Shopify Store Descriptions

Essential Guide To Writing Bestselling Shopify Store Descriptions

Shopify is a person’s dream come true if they wanted to go into eCommerce. With various products to sell on the eCommerce platform, it should be easy to make money off of it, right?

Well, the truth is, Shopify can’t be Shopify without bestselling product descriptions!

A product description is essential to the product that you’re selling. In fact, it’s the marketing copy that describes your product, and why customers should buy it. In hindsight, the product description tells customers what they need to know about said product, and that will decide if whether or not they’ll buy it.

Sounds easy, right?

Though, it’s also easy to make mistakes when writing a product description, which can affect your sales and marketing efforts. Nowadays, consumers want transparency; they want the facts. If your product description lacks either or, then it’ll fail.

Therefore, you’ll need to write a product description that all only sales, but also speaks to consumers. In this article, we’ll show you 6 tips on writing a great product description for your Shopify products.

1. Tell Your Story While Keeping It Brief

“When writing a good product description, you’ll need to give consumers the right details, along with the benefits that they can get from a product,” says Jackson Masters, a writer at Essayroo and Paperfellows. “One of the best ways to do this is to tell a short story that not only talks about the product but also impacts consumers emotionally. When you elicit emotions, you might be answering potential questions that your target audience might have. In other words, your product description should be able to connect you with potential buyers emotionally, rather than have all transactions be… well, transactional.”


Now, when telling a story, keep it short and sweet. No one wants to be bored with a long story with too many details and sidetracking. Instead, you want your story to be short and inspirational.

Next, the story must keep the following questions in mind: 

  • What is the problem that potential buyers might be facing?
  • Who is responsible for making this product?
  • What inspired him/her/them to make this product?
  • What was the journey like for making this product?
  • How would this product change a buyer’s day-to-day life?

“Telling a short and inspirational story about your Shopify product allows you to be more relatable to your consumers,” adds Masters. “If you can get buyers to visualize the product through your story, then you’ve succeeded in giving them a good product description.”

2. Define Your Buyer Personas

Buyer personas are essential to your product descriptions because they act as an outline or guide for your descriptions. Since you’re creating products for consumers, consumers should be the first things that come to mind when writing a product description.

Buyer personas let you see who you’re selling your Shopify product to. If you haven’t figured out who your potential buyers are, take the time to research who you want to cater to on Shopify.

When creating buyer personas, keep the following factors in mind: 

  • Age
  • Gender
  • Interests and Hobbies
  • Location
  • Level of education
  • Occupation
  • Income
  • Language, etc.

When you look at these factors, you’ll start to see who your potential buyers are, and you can make the right adjustments in your product descriptions to appeal to said buyers.

3. Talk About Benefits and Features

People want to know what your Shopify product can do for them. If your product has amazing features, and it can actually help people in more ways than one, then you must show that to your potential buyers. 


With that said, here are some questions to keep in mind:

  • What does your product do?
  • What qualities are beneficial to consumers?
  • How does the product compare with your competitors?
  • How does the product differ from competitors?
  • How many variants does the product come in?

However, also keep in mind that buyers are more interested in the benefits than the features. In other words, when they ask “How will this product help me?” you should be able to answer their question. 

With that said, think about “product feature” and “product benefit”:

  • A product feature is the technical informational statement of a product. 
  • A product benefit is a statement that tells how the product can improve someone’s life.

By making your product description “benefit-first” and “feature-second,” you’ll have a better chance at convincing consumers to buy your product. 

4. Be Fluent In Your Brand’s Voice

All brands have a tone of voice that they follow. The same is true for your Shopify. Therefore, you need to establish a tone of voice for the Shopify products that you want to sell. In other words, your product descriptions should sound like you and your brand.

Think about these tones:

  • Professionalism
  • Conversational
  • Happy
  • Serious
  • Straight-faced, etc.

Which of these tones of voice stick out? Which of these sound like your brand? 

No matter which tones you use, be sure to practice consistency in that tone when writing your product descriptions in Shopify. In other words, if your normal tone is professional, then don’t switch to an informal tone, if your buyers aren’t used to the slang.


5. Use Words That Pack A Punch

Believe it or not, words are more powerful than you think!

Certain words and phrases gain more traction online than others. That’s why it’s important to learn from your competitors, and see which keywords are gaining much traction online. Also, look at your competitors on Shopify, and see what keywords they’re using. Knowing the right words to use in your product descriptions can make a huge difference. 


Jon Morrow (Smart Blogger) talks about the “power words” that should be considered when writing a product description. Here are just a few from Morrow that has the most impact on product copies: 

  • Amazing
  • Breathtaking
  • Cheer
  • Daring
  • Delight
  • Devoted
  • Excited
  • Eye-opening
  • Faith
  • Fearless
  • Fulfill
  • Grateful
  • Happy
  • Heart
  • Hope
  • Jaw-dropping
  • Magic
  • Mind-blowing
  • Miracle
  • Sensational
  • Spectacular
  • Spirit
  • Staggering
  • Stunning
  • Surprising
  • Triumph
  • Uplifting
  • Victory
  • Wonderful
  • Wonderous

Now, when researching keywords, try not to go with vague words and phrases. Instead, opt for unique words and phrases – ones that elicit emotions in people. Remember: Know the tone that you’re using, and know your buyer personas.

6. Think SEO

“All product descriptions on Shopify thrives on search engine optimization,” says Eliza Newdegate, a Shopify expert at Boomessays and Lia Help. “SEO brings your content front and center in search results. It’s a great method for attracting new customers to your Shopify. When someone searches for a product online, they’ll automatically look to the first few results that the search engine gives them. If they like what they see, then they’ll click and move forward. This should be the same for your Shopify.”

First, you’ll need to use relevant keywords in your product description. This is how optimization starts, with the right keywords. But what are the right keywords? 

When searching for keywords, look at the product that you’re selling. For example, you might be selling a wrist watch. In that case, you’ll need to research keywords for “wristwatch.” When you search for “wristwatch,” you’ll see search results with bolded words sprinkled in their descriptions. Pay attention to those bolded words. In the case of “wrist watch,” the relevant keywords would look like the following:

  • Wrist watches
  • Wrist watch
  • Wristwatch
  • Watches
  • Wrist watch for men
  • Wrist watch for women, and so on…

Once you find the right keywords, be sure to place them in: 

  • Page titles
  • Meta descriptions
  • Image tags (also known as “ALT tags”)
  • Product descriptions (This is the BIG one.)

“While adding keywords in your product descriptions won’t guarantee automatic success for your Shopify,” adds Newdegate, “they’ll at least make your SEO look good, especially in search engines like Google.”

BONUS: Use Social Proof

Nowadays, people are relying on social media and online reviews to make good buying decisions. Therefore, you’ll need to ensure that you have social proof to go along with your product descriptions. 

Here are some ways to show social proof on Shopify:

  • Screenshots of high-rated reviews of your product
  • Tagged photos and videos of your product
  • Testimonials (text and video)

Images add credibility to a person’s testimony, quote, etc. When other shoppers see these testimonies and social proof, they’ll be more comfortable finding out more about your product on Shopify. 


So, there you have it! You’re now ready to write a bestselling product description!

As you can see, crafting a great product description for your Shopify gives shoppers what they want before they decide to buy your product. While the description doesn’t have to be 100% great, you should still hone the right points and the right tone. 

Since you’re very passionate about selling a product on Shopify, it’s important to show that enthusiasm to consumers when writing the product description. 


  • Keep it short and sweet.
  • Know who’s buying your product.
  • Benefits first, and then features.
  • Be consistent with your tone of voice.
  • Use the right words and phrases.
  • Take advantage of SEO. AND,
  • (The bonus!) Show social proof!

We hope that these tips are beneficial for your endeavors at Shopify. By following this essential guide, your product descriptions will lure people in and, eventually, they’ll buy products from you for many years to come! 


Lauren Groff is a writer and editor at UK Writings and College paper writing service. She is also a contributing writer for Write My Essay. As a content writer, she writes articles about eCommerce, digital marketing, and education.

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