How to create Shopify Product Description Template that sell

A compelling product description is not an advantage. It’s an essential.

When writing it well, you can elevate your store’s conversion rate and your product's perceived value. 

In this blog, we will walk you through what makes outstanding Shopify product descriptions, attaching top tools to generate them efficiently. 

What Is a Product Description?

A product description is one of the indispensable parts of your product page. It is your digital sales conversation – an artfully constructed story that sits between the physical reality of your product and the emotional needs of the customer. It is not just the technical details about your product that make them interested, but it is the ability to tell the story that allows the shopper to imagine how your product will improve their lives.

Think of it as the virtual equivalent of your most persuasive salesperson: a person who knows your customers better than you, knows what they like to hear and what could be said to them in forward language that will make them sit up and act about the benefit(s) of your product.

Benefits of excellent Shopify product description

Every purchase begins with a story. When a customer visits your product page, they're not just looking for features and specifications—they're searching for a solution to their needs, a way to improve their life, or a path to becoming who they want to be.

Well-crafted product stories do more than list features—they create emotional connections that drive sales:

"Missing or unclear product information causes 20% of purchase failures. But when done right, compelling product descriptions can boost conversion rates by up to 78%. The difference lies in how you tell your product's story."

Key elements of an Effective Shopify Product Description Template

Crafting a compelling product description requires a strategic approach. Let's explore the key elements that make up an effective template:

1- Features and Benefits

While listing features are important, the real magic happens when you translate these into tangible benefits for the customer. Instead of simply stating "20-hour battery life," paint a picture: "Enjoy uninterrupted music for an entire day on a single charge." 

Image source: Mymanu

This approach helps customers envision how the product will improve their lives, making the purchase decision easier.

2- Technical Specifications

For the detail-oriented shopper, technical specifications are crucial. However, presenting this information in a digestible format is key. 

You should consider using bullet points or a table to break down complex details. 

This not only improves readability but also allows customers to find the specific information they're seeking quickly.

3- Unique Selling Propositions

In a sea of similar products, your unique selling propositions (USPs) are your lifeline. To make your product stand out from the crowd, you cannot neglect to highlight what sets your product apart from the competition. 

For example, besides listing key benefits in bullet style, the Urgreen team bolds to emphasize key features of their product.

Whether it's superior quality, innovative features, or exceptional value, make sure these standout qualities are front and center in your description.

4- Call-to-Action

As you wrap up your description, don't leave your potential customer hanging. End with a strong “call to action” that encourages them to take the next step. 

Typically, besides adding call-to-action buttons like "Add to Cart," "Buy Now," or "Start Your 30-Day Trial," you should have secondary buttons like “Size chart.” 

5- Visual Elements

While words are powerful, sometimes a picture (or video) is worth a thousand of them. Incorporate high-quality images or videos to complement your written description. 

This component can be seen in every single product page of Conatural. In particular, the store owner of this brand displays customer testimonial videos describing their experiences using this brand’s items. 

These visual elements can showcase your product in action, highlight key features, or demonstrate its size and scale in a way that words alone cannot. 

How to Write a Compelling Shopify Product Description to Sell

Creating a product description that genuinely resonates with your customers is like telling a story that draws them in and makes them want to buy. Here's how:

Step 1: Access Your Shopify Admin: Go to your Shopify admin and navigate to Products.

Step 2: Select a Product: Click on the product you want to edit or create a new product.

Step 3: Write a Compelling Description, then review your description for clarity and accuracy, then format it to match your brand's style.

Besides the description, you need to include details like size, material, and usage instructions.

Step 4: Utilize Shopify Magic: You can use Shopify Magic to generate text suggestions based on the product features you provide.

Step 5: Save Changes: Once satisfied, click Save to update the product description.

To see how to add a short description for your product page, please read the entire guideline here.

Now, here are some tips to craft descriptions that not only inform but also inspire your customers to hit that "Add to Cart" button.

1- Know Your Audience Inside Out

Before writing a single word, pause and picture your ideal customer. What keeps them up at night? What makes them smile? They may be a busy parent looking for time-saving solutions or a fitness enthusiast chasing their next achievement. 

Understanding such moments makes you talk to the real-life situation of the target audience; therefore, even if you are advertising a particular product, you are not struggling to convince your target customer. Instead, it will feel as if you are advising your friend.

2- Showcase Your Unique Edge

What makes your heart skip a beat about your product? That's what your customers need to hear. Forget the generic claims! And just focus on what truly sets you apart.

If you're selling a coffee maker, don't just list features – tell them how it transforms sleepy mornings into moments of pure joy with barista-quality brews at the touch of a button.

Image source: John Lewis

3- Weave a Tapestry of Persuasive Words

Now it's time to get creative! Use captivating language that evokes emotion and desire. 

Instead of just saying "soft fabric," try describing it as "a luxuriously smooth material that caresses your skin." This kind of vivid imagery helps customers imagine themselves enjoying your product, making it more appealing.

4- Seamlessly Blend in SEO Elements

While you want to write for people first, don't forget about search engines! Naturally, incorporate relevant keywords into your description to help potential customers find you online. But remember, readability comes first. A well-crafted description that flows nicely will consistently outperform one stuffed with keywords.

For your reference, please learn more about the Shopify SEO guidelines for beginners here.

5- Design for Easy Scanning

In today's scroll-and-skim world, clarity wins. Break your description into bite-sized pieces that are easy to digest. Use headers that guide the eye and highlight key benefits that matter most to your customer. Think of it as having a quick coffee chat rather than delivering a lecture.

6- Leverage the Power of Social Proof

Trust is everything when it comes to online shopping. 

Incorporate social proof into your descriptions by including snippets from customer reviews or testimonials. Show potential buyers that others have had great experiences with your product. A mix of general praise and specific benefits can address different customer concerns and build credibility.

7- Ensure Mobile-Friendly Descriptions

With so many shoppers using their phones, make sure your product descriptions look great on smaller screens. 

Keep paragraphs concise and use plenty of white space for easy reading. Test how everything displays on various devices to ensure a smooth experience for all potential customers. 

Bonus: How to add Shopify product description visually with EComposer

Well-known as the Top-rated Shopify Page builder app, EComposer is the must-have Shopify application that helps you build all page types like Home, landing, product, collection, blog post, etc, with no coding needed. If you want your product description to be a sight in your Shopify store, it’s a piece of cake with EComposer because you can access hundreds of stunning product description templates on product pages. 

Moreover, this app consists of countless elements and add-ons, including the SEO Audit feature, which is the integration between EComposer and three top-rated SEO apps: Avada SEO, SearchPie, and SEOAnt. This integration feature allows merchants to detect not just their product description but also whether the whole page is SEO-friendly or not.

Interesting? So don’t snooze! Click and try EComposer NOW.

Try EComposer free

8+ Best Shopify Apps for Product Descriptions

Besides generating the product description manually, some Shopify apps can help you deal with this. In general, most of these apps can help you automatically generate the product description. Here are the details.

Shopify Magic v.s. Shopify Product Description Tools

When comparing the various Shopify apps for product description generation to Shopify's built-in Shopify Magic feature, it's essential to consider the unique advantages and limitations of each option. Here’s a general comparison highlighting why Shopify merchants might choose to use dedicated apps instead of relying solely on Shopify Magic.

For Shopify merchants looking for quick solutions, Shopify Magic provides a straightforward way to generate product descriptions without any extra costs or setup time. However, if merchants want to enhance their product listings with more engaging, SEO-optimized content that reflects their brand voice and caters to diverse audiences, investing in third-party apps

6+ Best Shopify product description templates

Below are ten of the best product description templates, each with a detailed analysis of its structure and a real-world example.

1- Feature-Benefit Structure

This template highlights the features of a product and directly links them to the benefits for the customer.

Here is its structure:

• Headline: Captivating title or tagline.

• Feature List: Bullet points detailing features.

• Benefit Explanation: A brief paragraph explaining how these features benefit the user.

Let’s take a look at Beardbrand Styling Paste’s product page to imagine what this item description structure looks like in reality.

"Beardbrand Styling Paste is now made with the original Beardbrand Styling Balm formula that delivers medium hold and a free-flowing, natural look for your beard and head hair."

This description emphasizes all-day hold without stiffness, addressing customer pain points effectively.

2- Storytelling Approach

This template uses storytelling to engage customers, making them envision using the product in their lives.

Here is the structure:

• Hook: An engaging opening sentence.

• Narrative: A short story or scenario involving the product.

• Call to Action: Encouragement to purchase.

Blendjet is the pioneer of this product description style. Let’s check out how they write it.

Starting with a hook: “The Next-Gen Blender,” Blendjet's portable blender description draws a scenario where users can easily make smoothies on the go (anything you want, anywhere in the world), with text and vivid gifs. 

After describing all benefits in detail, Blendjet concludes with some key points to retain the shoppers, and then they just click on the pinned “add to cart” button for that item. 

This approach captivates potential buyers by painting a vivid picture of the product in use

3- Scannable Format

This template focuses on making information easily digestible through clear headings and bullet points.

This product description style will include the following:

• Title: Clear product name.

• Short Description: Brief overview of your product.

• Bullet Points: Key features and benefits.

• Visual Elements: Images or icons for quick reference.

Let’s view the Decathlon’s product description example:

Starting with a bold, unique selling point, Decathlon allocates its product characteristics shortly and, hence, highlights who made the product and its intended audience, making it easy for customers to scan.

4- FAQ Style

This template addresses common customer queries directly within the description, with the following structure:

• Introduction: Brief introduction to the product.

• FAQ Section: Common questions with concise answers.

A typical example of this product description style is Happy Skin Co.

Their product descriptions include sections like "What You'll Love" and "What's Included," directly answering potential customer questions while maintaining an engaging tone.

5- Emotional Appeal

This template connects with customers on an emotional level and is often used in fashion and lifestyle products.

To apply this style to your product description, please follow this structure:

• Emotional Hook: A sentence that resonates emotionally.

• Product Features: Details about what the product does.

For more understanding, let’s take a look at Chubbies Shorts’s product page:

In the provided description, while there isn't a direct emotional hook that resonates deeply with feelings or aspirations, phrases like "redefined the meaning of proper length shorts" and "these bad boys are kind of a big deal" suggest a sense of pride and confidence in wearing the product. These statements lean more towards promoting the product's uniqueness rather than establishing an emotional connection based on personal needs or experiences.

The description effectively lists specific features of the shorts, such as:

• Material Composition: "Made with a 98% cotton/2% spandex blend for maximum stretchability."

• Inseam Length: "5-inch inseam that is ideal for squats and roundhouse kicks."

• Elastic Waistband: Mentioning an "elastic waistband and an updated fit."

These features are detailed and provide clear information about what the product does, focusing on comfort, flexibility, and suitability for various activities.

6- Detailed Specifications

Ideal for tech products, this template provides detailed specifications that are crucial for informed purchasing decisions. It typically includes

• Overview Paragraph: Brief introduction about the product.

• Specifications Table/List: Detailed specs, including dimensions, materials, etc.

For better imagination, let’s visit the RAVPower product page.

About the part: Brief Introduction: The description begins with an overview paragraph that introduces the product and highlights its key selling points:

• "Industry-leading 18-Month Warranty: Experience the safest charging with over 45 million global users. At RAVPower, we use only reliable materials, so we do have the confidence to provide an industry-leading 18-month warranty."

This opening effectively establishes trust and reliability, setting the stage for the product's features. It succinctly informs potential customers about the warranty and the brand's commitment to quality, which is a critical aspect of technical products.

Moreover, the description includes several detailed specifications that inform customers about what the product does:

• 150W Max/100W Rated AC Output: This specifies compatibility with various devices, clarifying its functionality.

• PD 60W Output: This feature provides specific performance metrics, indicating how quickly it can charge a MacBook Pro.

• Efficient Heat Dissipation: This point addresses a crucial technical aspect regarding temperature control, which is vital for electronic devices.

• What You Get: This section outlines what is included with the product (e.g., power bank, USB C to C cable, user manual), which is also a crucial detail for customers considering their purchase.

7- Comparison Format

This template compares the featured product with alternatives or previous versions to highlight improvements or unique selling points.

In particular, this template has a structure:

• Comparison Chart/Table: Side-by-side comparison of features.

Let’s see the example of Lotta curl. 

Their descriptions often include comparisons with Styling Mousse and its alternative- Texture spray, showcasing advancements in features. You can also apply this format to compare your products with those of your competitors.

Plus, Lotta Curl also inserts a lookbook on each product in this comparison so that the audience can grab the suitable item immediately.

If you are wondering how to add a stunning lookbook to your Shopify store, please check out this guideline.

Common Mistakes about Shopify product description to avoid

Creating compelling product descriptions is a crucial skill for Shopify store owners, yet many fall into common traps that can hinder sales. Let's explore these pitfalls and learn how to craft descriptions that genuinely resonate with potential buyers.

1- Feature-Benefit Disconnect

One of the most prevalent mistakes is focusing solely on product features without explaining their benefits. While it's tempting to list technical specifications, customers often struggle to connect these features to their own needs. Instead, bridge this gap by translating features into tangible benefits. 

For example, rather than simply stating "20-hour battery life," paint a vivid picture: "Share movies, music at the gym or on the plane, train and even boat for 20 hours."

2- The Vague Language Trap

Another common misstep is relying on vague or generic language that fails to differentiate your product. Phrases like "high-quality" or "best-in-class" mean little without context. 

To avoid this, provide specific, concrete details that illustrate your product's value. Instead of claiming a product is "durable," explain how it withstands specific conditions or outperforms competitors in stress tests.

Looking at the example on the RAVPower product page, besides using common phrases like “Efficient Heat Dissipation” to describe things in general, RAVPower also explains what its power bank has to ensure temperature control. 

3- Missing the Mark with Your Audience

Neglecting to address your target audience specifically can result in descriptions that fail to connect. You can avoid this by crafting your message with your ideal customer in mind. Mainly, your product description should use language, examples, and scenarios that resonate with their lifestyle and needs. 

A notable example of how to avoid this mistake is GymShark’s product description. In particular, here is what this brand does with all item descriptions:

1- Target Audience Engagement:

The opening line, "SO GOOD THEY’LL (ALMOST) MAKE YOU WANT TO DO CARDIO," immediately captures the attention of fitness enthusiasts. It uses humor and relatability, appealing to both casual runners and serious athletes. This sets a tone that resonates with individuals who may have a love-hate relationship with cardio.

2- Specific Language:

The description employs specific language that speaks directly to runners. Phrases like "breathable, sweat-wicking fabrics" and "soft brushed linings" highlight features that are particularly important for people engaging in physical activity. This specificity demonstrates an understanding of the audience's needs and preferences.

3- Relatable Scenarios:

By mentioning both "ticking off your daily miles" and "training for a marathon," the description encompasses a wide range of running experiences, making it relatable to different segments within the running community. This inclusivity helps potential buyers envision how the product fits into their running routines.

This approach transforms your description from a generic pitch to a personalized conversation.

4- Formatting Faux Pas

One big mistake is to underestimate the value of correct formatting and logic of a document’s structure. A long piece of text will not entice customers, and they will switch off immediately after they are born. 

Separate your descriptions into subtopics, use bullets and numbering, and use short segments of single paragraphs. 

This structure not only makes the text more compliant with the standards of presentation but also lets customers go straight to the section that may contain information of their interest.

5- SEO Oversights

Ignoring SEO best practices can render your products invisible in search results. 

While it's crucial to write for your human audience first, don't forget to incorporate relevant keywords naturally throughout your description.

However, strike a balance – keyword stuffing can harm both your content quality and search rankings.

So let’s dive into the real example of Forever 21. 

Here, we can see some mistakes that you can look at and then improve your product description to be more SEO-friendly.

1- Lack of Relevant Keywords:

The description primarily includes basic details about the blazer (e.g., "woven blazer," "plunging neckline," "double-breasted construction"). Still, it lacks a broader context or relevant keywords that potential customers might use when searching for similar products. For instance, it does not include keywords like "women's fashion," "office wear," or "stylish blazer," which could enhance search visibility.

2- Generic Language:

The language used is quite generic and does not evoke any specific imagery or emotional connection that could engage potential buyers. There are no descriptive phrases that highlight the style, versatility, or occasions for wearing the blazer, which could help in capturing more search queries related to fashion.

So now let’s dive into the excellent SEO-friendly product description:

Here is what Urgreen does to create this brand’s item description being SEO-friendly:

1- Inclusion of Relevant Keywords:

The description includes relevant keywords such as "100W Fast charging," "USB-C charger," "compatible with iPhone," and "MacBook Pro." These keywords are likely to be used by potential customers searching for high-power chargers, making the description more discoverable in search results.

2- Descriptive Language:

The use of descriptive language, such as "Groovy Robot Design" and "TFT screen upgraded from LED," adds character to the product and can attract attention. This engaging language helps differentiate the product from competitors and can resonate with tech-savvy consumers looking for innovative designs.

3- Apparent Features and Benefits:

The description clearly outlines key features (e.g., fast charging capabilities, multiple device compatibility, safety protections). This clarity not only informs potential buyers but also allows for keyword-rich content that can improve search rankings.

Read more: Must-do Shopify SEO Checklist To Rank Your Store #1  

6- The Copy-Paste Pitfall

Finally, copying manufacturer descriptions verbatim is a missed opportunity to showcase your brand's unique voice and value proposition. 

While it's tempting to use ready-made content, this approach fails to differentiate your offering from competitors. 

Instead, craft original descriptions that highlight what sets your product apart and why customers should choose it over alternatives.

Wrapping up

Crafting compelling product descriptions is an art that combines persuasive writing, customer understanding, and strategic formatting. By implementing the strategies outlined in this guide, you can create Shopify product descriptions that not only inform but also inspire purchases. Remember, your product description is often the final push a customer needs to click that "Buy Now" button. Make every word count, and watch your sales soar.

FAQs about the Shopify product description template

1- What are the key elements of a Shopify product description?

Key elements include straightforward features and benefits, technical specifications, unique selling propositions, and a strong call to action.

2- How long should my product description be?

Aim for 300-400 words for most products. However, the length can vary depending on the complexity of the product and your target audience's needs.

3- Can I use AI to write product descriptions?

Yes, AI tools like Meetanshi AI Content Generator can help create product descriptions. However, it's essential to review and personalize the AI-generated content to ensure it aligns with your brand voice and accurately represents your product.

4- How do I find keywords for product descriptions?

Use keyword research tools, analyze competitor product pages, and consider standard search terms your target audience might use when looking for your product.