Who this is for
Shopify store owners writing product descriptions—or rewriting ones that aren't converting. Whether you're launching new products or improving existing listings, this guide covers what actually drives sales.
Generate SEO product descriptions
Create optimized Shopify product copy that ranks and converts.
The goal
Write product descriptions that do two things: rank in Google search and convince visitors to buy. Most descriptions fail at one or both. By the end, you'll have a framework for writing descriptions that handle both. Or skip the writing and use our Shopify Description Generator to create optimized copy instantly.
Why product descriptions matter more on Shopify
On Etsy or Amazon, the marketplace handles discovery. Buyers are already searching within the platform. On Shopify, your product description is often the first (and only) content Google has to understand what you're selling. For a detailed comparison of these traffic models, see our Shopify vs Etsy guide.
Your description needs to:
- Rank in search — Include keywords Google associates with your product
- Answer buyer questions — Reduce friction and build confidence
- Persuade the purchase — Move visitors from "interested" to "add to cart"
The Shopify description editor
What you can do
Shopify's rich text editor supports:
- Headings (H1–H6) for structure
- Bold and italic text for emphasis
- Bullet points and numbered lists for features
- Tables for specifications
- Links to other products, collections, or pages
- Images and video embedded within the description (see our product photography guide for image specs)
- Raw HTML for custom formatting
No character limit
Shopify has no practical character limit on product descriptions. Write as much as the product needs—some products need 100 words, others need 1,000. Google Shopping feeds may truncate at 5,000 characters, but your on-page description can be longer.
Mobile rendering
Over 70% of e-commerce traffic is mobile. Your description needs to be scannable on a 4-inch screen:
- Short paragraphs (2–3 sentences max)
- Bullet points for feature lists
- Subheadings to break up sections
- No wall-of-text paragraphs
Shopify SEO Title Counter
The description framework
Every effective product description answers these questions in order:
1. What is this? (First sentence)
State the product clearly. Don't be clever—be specific.
Vague: "Elevate your everyday carry with this premium accessory."
Clear: "Full-grain leather bifold wallet with 6 card slots and RFID blocking."
The first sentence should include your primary keyword and tell the visitor exactly what they're looking at.
2. Who is it for? (Target buyer)
Help visitors self-select. When someone reads "designed for..." and recognizes themselves, they're more likely to buy.
Example: "Built for men who want a slim wallet that fits in a front pocket without bulging."
3. What makes it different? (Differentiators)
Every product competes with alternatives. State your advantages directly:
- Materials and quality
- Unique features
- Manufacturing process
- Origin or story
Example: "Hand-stitched with waxed thread—not glued like most wallets at this price. Made from vegetable-tanned leather that develops a patina over years of use."
4. What does the buyer need to know? (Specifications)
Use a structured format for details:
DIMENSIONS: 4.5" × 3.5" × 0.5" (closed)
MATERIAL: Full-grain vegetable-tanned leather
CAPACITY: 6 card slots, 2 hidden pockets, 1 bill compartment
WEIGHT: 2.1 oz
COLOR: Cognac brown (darkens with use)
RFID: Blocks 13.56 MHz frequencies
Bullet points or tables work better than burying specs in paragraphs.
5. What should they do next? (Call to action)
Don't assume visitors know the next step. Include:
- Sizing guidance if applicable
- Shipping information
- Return policy reassurance
- Urgency cues if genuine ("Limited batch of 50")
Writing formulas that work
Feature → Benefit → Proof
For each product feature, follow this pattern:
| Feature | Benefit | Proof |
|---|---|---|
| Full-grain leather | Lasts 10+ years | "We use the same leather as $300 wallets" |
| RFID blocking | Protects credit cards from skimming | "Blocks 13.56 MHz—the frequency used by contactless cards" |
| Hand-stitched | Won't fall apart at the seams | "Saddle-stitched with waxed polyester thread—if one stitch breaks, the rest hold" |
Features alone don't sell. Benefits explain why the feature matters. Proof makes the benefit believable.
Problem → Agitation → Solution
Start with a problem your buyer has:
"Tired of wallets that stretch out after a few months? Cheap bonded leather cracks, glued edges separate, and card slots get loose. Our vegetable-tanned leather wallet is built to last—hand-stitched with waxed thread and cut from a single piece of hide. No glue. No synthetic materials. Just leather and thread that get better with age."
This works well for products that solve a specific frustration.
The "If you..." opener
Start with a qualifying statement:
"If you carry more than 4 cards and hate sitting on a bulky wallet, this slim bifold solves both problems. Six card slots organized vertically keep everything accessible without adding thickness."
This immediately resonates with the right buyer and filters out the wrong one.
Common description mistakes
1. Copying manufacturer descriptions
Using the same description as every other retailer selling your product creates duplicate content. Google picks one version to rank and ignores the rest—and it probably won't be yours.
Fix: Write every description from scratch. Even if you sell well-known brands, add your own perspective, use cases, and formatting. Descriptions are just one part of product page optimization—see our Shopify product page SEO guide for the complete checklist.
2. Writing features without benefits
"Made from 100% cotton" is a feature. "Breathable and soft against skin—stays comfortable in warm weather" is the benefit.
Every feature should answer: "So what? Why does the buyer care?"
3. Ignoring search intent
Your description should include keywords buyers actually search for—not just the product name. A leather wallet description should naturally include terms like "men's wallet," "slim wallet," "front pocket wallet," and "RFID blocking wallet."
Use Google's autocomplete and "People also ask" sections to find relevant terms.
4. Writing for desktop only
Long paragraphs that look fine on a desktop become scrolling nightmares on mobile. Test your descriptions on a phone. If you have to scroll more than 3 times to read a section, break it up.
5. Stuffing keywords unnaturally
"This leather wallet is a premium leather wallet for men who want a quality leather wallet made from real leather."
Google penalizes keyword stuffing. Write for humans. Include keywords, but make them read naturally.
Description template
Copy and customize this structure for your products:
[OPENING: 1-2 sentences stating what the product is and who it's for.
Include primary keyword.]
[DIFFERENTIATOR: 2-3 sentences on what makes this product
different from alternatives.]
KEY FEATURES:
• [Feature] — [Benefit]
• [Feature] — [Benefit]
• [Feature] — [Benefit]
• [Feature] — [Benefit]
SPECIFICATIONS:
Material:
Dimensions:
Weight:
Color/Options:
Care Instructions:
SHIPPING & RETURNS:
[Shipping timeframe and return policy summary]
Optimizing existing descriptions
If you already have products listed, prioritize by:
- Top-selling products — Small improvements on high-traffic pages have the biggest impact
- Products ranking on page 2 — These are close to breaking through with better content
- Products with high bounce rates — The description isn't convincing visitors to stay
- Products with zero organic traffic — May need complete rewrites with keyword research
FAQ
How long should a Shopify product description be?
There's no universal length. Simple products (t-shirts, basic accessories) need 150–300 words. Complex products (electronics, specialty items) benefit from 500–1,000 words. The right length is whatever fully answers buyer questions and includes relevant keywords.
Should I use HTML in my product descriptions?
Yes. Use headings (H2, H3) to structure sections, bullet points for features, and tables for specifications. This improves both readability and SEO. Shopify's rich text editor handles formatting without requiring HTML knowledge.
Can AI write my product descriptions?
AI can draft descriptions, but they typically need editing for accuracy, brand voice, and differentiation. Use our Shopify Description Generator as a starting point, then customize with product-specific details, your unique selling points, and genuine claims.
How do I add keywords to my description?
Include your primary keyword in the first sentence and 2–3 times throughout the description. Add secondary keywords (variations, related terms) naturally in features, specs, and body text. Don't force keywords where they don't fit—write for buyers first, search engines second.
Should I include pricing information in the description?
No—pricing is handled by Shopify's price field and appears in structured data for Google. Including prices in descriptions creates maintenance issues when prices change.
Next steps
- Generate descriptions instantly with our Shopify Description Generator — AI-powered copy optimized for SEO.
- Calculate your profit margins with our Shopify Profit Calculator — see your take-home after payment fees.
- Optimize your product page SEO with our Shopify product page SEO guide.
- Improve your product photos with our Shopify product photography guide.
Generate SEO product descriptions
Create optimized Shopify product copy that ranks and converts.
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