Quality SEO is crucial to a successful Shopify business.  While SEO entails multiple concepts and things to do, one piece of the puzzle is your product descriptions.

Product descriptions are the little piece of text that describes your product.  From the specs, make or model, and features to the product’s manufacturer, your product description tells your customers exactly what they’re looking at and why it’s the best product for them.

While product descriptions don’t have to be Pulitzer prize-winning pieces of literature, they do require some forethought.  After all, the objective is for these descriptions to grab your customers’ attention. If they’re haphazardly thrown together or merely an afterthought, they’ll only succeed in driving customers away.

But the task of writing effective product descriptions doesn’t have to be an intimidating challenge!  Here are 7 tips to help you make engaging Shopify product descriptions.

1.) Target Your Audience

The key thing your product descriptions aim to accomplish is to speak to and resonate with your customers.  In order to do that, you have to cater to your customers.

When it comes to good product descriptions, your goal shouldn’t be to reach everybody at once.  Doing that makes them become bland, and they end up catching the eye of nobody.

The key to good product descriptions, then, lies in making them more personal for your target audience.  Write your descriptions as if you’re selling the product to them specifically, almost as if you’re having a conversation with them in person.

2.) Excite Your Audience

You probably hold a lot of enthusiasm for your product, and you have every right to!  However, your customers won’t be as easily sold. One of the chief ways to get them interested in your product is to highlight the benefits of your product - either real or imaginary - and get your customers excited about them.

Selling mugs with superhero art may make your customers feel more “heroic” as they go about their day, or maybe holiday-themed items will invigorate your holiday cheer.  Whatever the case may be, show your customers why your item is something special that will brighten their day!

3.) Be Original

Everyone claims that they have “the best item,” “highest quality,” “durable,” etc.  You know that. More importantly, so does your customer.

Avoid using run-of-the-mill phrases and assurances that would make your customers roll their eyes and click away to another product.

A good rule of thumb: If you can picture it being said in a car commercial or by a salesman, don’t use it!

A good way to counteract this is to be as specific as possible when it comes to your product descriptions.  For example, instead of just saying you offer a “high quality hat,” tell your customer specifically why its so high quality.  What type of material is used?  What kind of stitching? How is it designed?  These are the details that work to sell your product!

4.) Justify!

If you’re going to be bold enough to say your product is the best, then tell why.  How did it earn this title?  What features put it a cut above the rest?  Why is this product worth your customers’ attention?  What makes it special?

If you don’t prove your statement, then you sound insincere.  Including quotes from customers who can attest to your product’s quality is another great way to do this.

5.) Appeal To The Senses

Nothing’s more appealing than a square of velvety smooth, decadent dark chocolate filled with creamy caramel while sitting by a warm, crackling fire.  Using powerful sensory words appeals to your customers’ imaginations and can entice them into buying your product.

In the above sentence, I’ve appealed to your senses: you can imagine the texture and taste of the chocolate, as well as the gooey caramel nestled inside.  You can feel the fire crackling next to you.

Not only did I make myself really want chocolate now, but I also showed anyone else reading what they could get out of this product.

Using this approach can be a powerful tool for selling the experience of your item to the customer.

6.) Use Peer Pressure

No, that doesn’t mean to say that “all the cool kids are using this.”  Simply put, include testimonials by customers, influencers, or even other businesses to prove the popularity of your product.

People will already look for the product with the highest reviews when shopping online.  By showing that your product is already popular and trusted, you do a lot of good towards establishing the solidarity of your product and your reputation.

Bonus Tip: Adding a picture of the quoted source is a fantastic way to lend further credibility to you, your product, and your source!

7.) Keep It Simple!

One of the easiest things you can do to maximize the effectiveness of your Shopify product descriptions is to keep them simple, short, and sweet!  That way, customers’ eyes to drawn to the key points and features.

Make effective use of bullet points, and use properly optimized titles and/or H1 tags on your page.  Use a larger font size and include plenty of white space so your readers know exactly where to look.

Shopify product descriptions can be the key to selling your product.  Make sure they’re optimized, descriptive, trustworthy, and written to appeal to your target audience.

The most important thing to keep in mind though is that this is a chance for you to connect with your customers.  So let your enthusiasm and passion for your product shine through!