It sounds like a no-brainer, but your product description should tell your customer all they need to know about the product. But, it shouldn’t be filled with too much fluff, as that can be off-putting. They are looking for a solution to their problem and often need it quickly. Plus, you want to get the customer to convert as soon as possible, right?
While writing your product descriptions, you should avoid using words that only have meaning for people familiar with the product — in other words, jargon and techspeak. And, it shouldn’t be just about how fantastic you are. You are offering a solution, so talk about that in words that make sense and keep away from hyperbole — language that describes something as better or worse than it really is, says the Merriam-Webster dictionary. Of course, if you or your products have won accolades, feel free to mention these.
Your product descriptions should be easy to read and easy to scan. It helps to add bulleted lists to break down long paragraphs into easily digestible chunks. In our content analysis in Yoast SEO for Shopify, we added a check for this, to help remind you to add lists while writing your product descriptions in Shopify.
Don’t forget to think about SEO while writing your product descriptions, but don’t make everything for Google. You are writing for people, not for machines. Focus on their behavior and actions.
Also, we have more tips on how to improve your product descriptions and how to improve the SEO of your product pages in Shopify.