Guide to Writing Product Descriptions That Sell

If you’ve just launched your Shopify store, the thought of writing product descriptions can feel a bit daunting. Where do you start? How do you make your products stand out without sounding pushy, and how do you balance your keywords while still sounding like an actual human?

Getting this right is important. A well-crafted product description can be the difference between a curious browser and a happy customer, and with a few simple tips, you can start writing descriptions that actually sell.

Why Product Descriptions Matter

Think of your product description as a friendly shop assistant. It tells your customers what the product is, why it’s great, and why they should buy it – without them feeling like they’re being sold to. Good descriptions also help your store look professional and guide visitors through the buying journey, making the experience smooth, enjoyable, and informative.

Plus, it's not just about the customer's experience (though that's extremely important). A good product description also boosts digital visibility – leading customers to your website via Google or their other preferred search engine.

It's not just Google, either. These days you must also contend with AI search tools – ChatGPT, CoPilot, Claude, and others – to find and recommend your product page to their users.

So, how do you court all three of these avenues – customers, SEO, and AI – while still prioritising compelling, informative copy? 

Let's get into it.

UX: Make It Easy to Buy

From a user experience (UX) perspective, clarity is king. When someone lands on your product page, they should immediately understand:

• What it is – Keep it simple and avoid jargon.

• What it does – Highlight the key benefits, not just the features.

• Why they need it – Give them a reason to act, without being pushy.

Structure helps too. Break your description into short paragraphs or bullet points. Headings like “Features” and “Why You’ll Love It” make it scannable. Remember, most online shoppers skim first and read later, so make your main selling points pop.

Take for example our client, Seed & Sprout. This eco-lifestyle brand based in Australia really gets their product descriptions right, with an extremely clear title and keywords which are woven throughout the product page.

The brand hasn't overstuffed the page either, creating handy dropdowns for additional information, which makes for great customer usability. They've also made sure to include keywords their customers are likely to search for, rather than a basic product description, such as "dishwasher safe", "easy storage", "durable".

SEO: Get Found on Google

As previously mentioned, a fantastic product description won’t help much if no one sees it, and that’s where SEO comes in.

• Include your main keyword naturally in the title and first paragraph.

• Sprinkle related terms throughout, but avoid overstuffing.

• Write unique descriptions – don’t just copy the manufacturer’s blurb.

Even small tweaks can make a huge difference. Google loves content that’s clear, helpful, and written for humans, not just algorithms, so remember that you can woo a search engine, without first creating a good user experience.

Take, for example, our client The Walk in Wardrobe. This product – a striped top – has lots of description, detailing specific style features like half button-up" and "long sleeves". It also repeats these features without sounding robotic – note how "collar" and "bordeux" are mentioned numerous times, but not intrusively.

The product page also has extra helpful add-ons for search engines and customers alike, detailing the stock level, clothing care advice, and sizing tips (such as what size the model is wearing, and if the product runs a little large, small, or spot on).

AI Search: The New Frontier

AI-powered search tools, including Google’s evolving algorithms and on-site search engines, are changing the game. Shoppers increasingly expect precise answers. Your product descriptions need to:

• Be descriptive – Think beyond “red jumper” to “hand-knit, lightweight red jumper, perfect for chilly Northern Irish mornings.”

• Include FAQs naturally – “Does it come in other colours?” or “Is it machine washable?”

• Use structured information – Bullet points and clear headings make it easier for AI to parse. Even comparison tables can be really helpful in this regard.

A well-written description not only helps people find your products – it helps AI understand and surface them in the right searches.

We've actually done an entire seminar on AI search – and getting your brand seen by AI – if you want to catch up and get more detail on this:

Let's also look at one last client example: Kip & Co. This Australian-based homeware brand prioritises ethical manufacturing with good design – and makes sure customers and search engines know it in the product descriptions.

The product description for this toiletry bag doesn't just stop at describing how it looks and functions, but gives detailed design features, repeats keywords without overstuffing, and includes important notes on the brand in general.

And, with this level of detail, it makes it easier for the likes of ChatGPT to find exactly what a customer is looking for – as in this example.

A Few Extra Writing Tips

If you're still a little unsure as to how to put together the best product description you can, you can always lean back on good writing advice:

1. Lead with the benefit – Start with why someone will love the product.

2. Be specific – Give dimensions, materials, or unique features.

3. Use your brand voice – Keep it friendly and authentic; let your personality shine.

4. Tell a tiny story – A little context about how or why to use the product makes it more relatable.

5. End with a gentle nudge – A simple call to action like “Perfect for gifting or treating yourself!” can be enough.

Conclusion

Writing product descriptions doesn’t have to be stressful. By keeping your customers in mind, structuring content for UX, optimising for SEO, and considering AI search trends, you can create descriptions that not only inform but convert. And the best bit? Once you get the hang of it, it becomes quicker and more fun.

If you’re feeling a bit stuck or want to make sure your Shopify store is firing on all cylinders, we're happy to help. Get in contact with us today. 

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