When using keywords in the product description, can you still be less formal there? Tell a story, etc?
Absolutely. This is what I’m referring to when I tell clients to write copy with the customer in mind. Copy should primarily be used to communicate the value of your product, your brand story and convince your customer to buy. Keywords come into play as they can be naturally worked into that copy and can guide you on how to phrase a particular feature, for example whether your call your product “wireless” or “bluetooth” (or both terms interchangeably) based on what phrase customers are using to find products like yours.