How do you structure your product descriptions?

Product Development & Sourcing
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Topic summary

The discussion centers on optimal approaches for structuring product descriptions to maximize conversions.

Main perspectives:

  • One participant advocates combining all three elements: short bullet points after the title, SEO optimization throughout, and storytelling in sections below the main product area
  • Others argue storytelling isn’t necessary in product descriptions, which should remain brief and focused rather than unnecessarily lengthy

Recommended best practices:

  • Highlight key product details, features, and benefits
  • Use bullet points for clarity and scannability
  • Maintain professional, grammatically correct language
  • Avoid overly promotional or salesy tone
  • Integrate SEO keywords naturally without forcing them
  • Focus on how the product simplifies customers’ lives
  • Keep descriptions brief, detailed, and straight to the point

Consensus: Bullet points combined with SEO optimization appear favored, while storytelling’s role remains debated—some suggest relegating it to secondary sections rather than core descriptions.

Summarized with AI on October 24. AI used: claude-sonnet-4-5-20250929.
1

Do you focus on storytelling, SEO, or short bullet points? What drives more conversions for you?

2

HI @merakicommerce

All above, short bullet points after title, SEO you must do, and storytelling in sections bellow main product section.

How about you? Any of your stores to show as an example ?

3

storytelling isn’t needed in product descriptions. thats because you can’t make descriptions unnecessarily lengthy. but you can use bullets in your descriptions and also seo keywords.

as a basic rule of thumb, you can follow this evergreen structure, or should i say tips for writing product descriptions:

  1. share the most important details, features, or benefits of your product through the description.
  2. avoid using salesy, promotional language that may turn shoppers away.
  3. always keep the language professional and grammatically correct
  4. use descriptions to inform customers about how your product will make their life simple.
  5. use seo keywords natually as and when possible throughout the description text. don’t force them as that looks bad.

hope this helps.

4

Hi there @merakicommerce I don’t think storytelling is the right term to be used in association with product descriptions because ideally they should simply be brief, detailed and straight to the point so yes, the option of straight bullet points is pretty much the best approach for them.