With more and more merchants using Shopify, it's important to differentiate your products from the competition. One way to do this is by adding compelling product descriptions.
Power words (those that make people feel, trust, or imagine) are a great place to start. Also, look for opportunities to swap out weak adjectives for something stronger.
1. Make it scannable
Online shoppers have short attention spans, and your product description is often their first chance to learn about a new purchase. Make sure that you provide the essential details in an easy-to-read format. Consider using bullet points, plenty of white space, and a clear layout to increase readability.
You should also use powerful words like “announcing,” “introducing,” “life-changing,” and “stunning” to emphasize key features and benefits. Keeping the tone conversational and engaging is another way to increase readability. This helps create an image of your brand in the shopper’s mind, which may lead to greater conversions.
Remember that your customers aren’t just interested in the product features, but how they can relate to it in their lives. A good way to do this is to put yourself in your customer’s shoes. For example, a product page for the Ministry of Supply’s Mercury Intelligent Heated Jacket describes the product by comparing it to a personal smart thermostat. This helps shoppers imagine how the jacket would work for them and connect with it on a deeper level.
In addition, you should include a few basic SEO best practices, such as adding keywords to your descriptions and including them in the appropriate places. However, be careful not to overdo it – you don’t want your product descriptions to sound spammy or irrelevant to searchers. Use a keyword research tool to find transactional keywords that your audience uses and include them a few times, but don’t stuff them into the description. Ideally, you should have your most important keywords in the product title and in the beginning of the description. If you do include keywords in the description, be sure to use a synonym or similar word so that you don’t confuse your audience. Also, make sure to proofread your descriptions before posting them. A poorly written description will turn potential customers away.
2. Include a call to action
If your Shopify product descriptions don’t have a call to action, you’re missing out on the opportunity to boost sales and engagement. Including a call to action in your product copy is the best way to encourage readers to make a purchase on your site, and you can do this by highlighting the key features and benefits of your products.
The right call to action can also help you rank better in search engine results. Using power words can add to the persuasiveness of your product descriptions, but remember to use them sparingly and only when they’re relevant. For example, “new,” “limited-time offer,” and “limited stock” can all increase your conversion rate by triggering an emotional response in the reader.
A strong call to action will also help you stand out from the competition and attract more customers. In addition to highlighting the unique selling points of your product, you can also include a compelling story in your description to boost trust and encourage customers to buy.
When writing a Shopify product description, it’s important to keep in mind that every customer is different. Some shoppers may be more interested in your product’s price, while others will be focused on its functionality. If you’re unsure of how to approach your product descriptions, try placing yourself in the shoes of your ideal customer. This will help you come up with creative and effective ways to persuade your readers to make a purchase.
You can also include a call to action in your product description by letting customers know about the return policy and warranty. This will give potential customers confidence in your brand and help you close the sale. Moreover, it will also let customers know that you’re committed to providing high-quality products and services.
Creating compelling Shopify product descriptions is crucial for eCommerce stores. According to Guillem Hernandez, a key account manager at Crisp Studio, simply improving product descriptions can increase conversions by 10% or more. With this in mind, it’s important to follow the best practices for writing product descriptions that will entice customers to buy your products.
3. Include keywords
A Shopify product description is one of the most important parts of an eCommerce website. Customers use these descriptions to decide whether or not a product is right for them. Incorporating keywords into your descriptions can help you rank higher in search engine results, and improve the overall quality of your content.
When writing a product description, it's important to understand your target audience and their needs. You want your content to be engaging and informative, but it should also be concise and easy to read. Avoid using industry jargon or overly complicated language, as this can confuse and annoy potential customers.
Incorporate keywords into your product description in a natural way, making sure to use a variety of long-tail and short-tail keywords. This will increase your chances of ranking for relevant searches and attract more traffic to your site. You can also add keywords to your meta tags, headers, and title tags to further optimize your product descriptions for search engines.
It's important to include your keywords in your Shopify product descriptions, but it's also crucial to make them sound natural and authentic. Adding keywords to your content without sacrificing readability will improve your chances of getting ranked in search engines and drive more organic traffic to your site. It's also important to keep in mind that the right content length can vary depending on the products you sell. For example, a luxury item may require a more extensive product copy than a basic t-shirt.
Another way to make your Shopify product descriptions more compelling is to incorporate visual content, such as photos and videos. This can help shoppers better visualize the product and increase conversions. Including multimedia content can also help you stand out from the competition and boost your SEO rankings.
Finally, you should always use high-quality photos and videos when creating a Shopify product description. This will improve engagement and sales, and can also be shared on social media to generate more awareness for your brand. In addition, you should ensure that your product photos and videos are optimized for search engines by including the keyword in the image file name and alt text.
4. Include visual content
Many consumers are visual learners and learn better when they can see a product. This is why including visual content in a Shopify product description is a good idea. Using photos, images, GIFs, and videos in your descriptions can help sell your products and boost engagement with customers. This type of copy is also great for search engine optimization.
You should include your product keywords in the product title, description, and the alt text of each image. However, it’s important not to over-optimize your product descriptions with keyword phrases. Keyword stuffing can be off-putting and will cause customers to abandon your site. Instead, find a few transactional keywords that people would use to search for your product and include them in the description once or twice, preferably in headings.
A great way to create compelling Shopify product descriptions is to put yourself in your customers’ shoes and think of all the questions they might have about your product. This will help you create clear and concise content that is easy to read. You should also include power words in your product descriptions, which are descriptive words that evoke emotion and can be used to increase sales. Examples of these words include announcing, introducing, life-changing, stunning, spectacular, and amazing.
In addition to creating compelling descriptions, you should ensure that your description is accurate and up-to-date. This will help improve your conversion rate by ensuring that customers can find what they’re looking for and that your descriptions are as relevant as possible.
To make the process of creating Shopify product descriptions faster and easier, you can outsource your content creation to a professional writing service. Crowd Content, for example, offers a comprehensive platform where you can upload all of your products and choose the ones that you want to have copy written for. Once you’ve selected the products, you can submit your request and within a few days, you’ll receive a complete copy that you can publish on your store.
Creating compelling Shopify product descriptions is essential for boosting sales and building trust in your brand. By following these simple tips, you can write copy that is persuasive, scannable, and optimized for search engines.
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