diff --git a/plugins/addClassesToSVGElement.js b/plugins/addClassesToSVGElement.js
index 7d4f4b0f..51b9ee86 100644
--- a/plugins/addClassesToSVGElement.js
+++ b/plugins/addClassesToSVGElement.js
@@ -4,7 +4,7 @@ exports.type = 'full';
 
 exports.active = false;
 
-exports.description = 'Add classnames to an outer <svg> element.';
+exports.description = 'adds classnames to an outer <svg> element';
 
 /**
  * Add classnames to an outer <svg> element.
diff --git a/plugins/cleanupAttrs.js b/plugins/cleanupAttrs.js
index 8d4a60ae..a9e732f6 100644
--- a/plugins/cleanupAttrs.js
+++ b/plugins/cleanupAttrs.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'cleanup attributes from newlines, trailing and repeating spaces';
+exports.description = 'cleanups attributes from newlines, trailing and repeating spaces';
 
 exports.params = {
     newlines: true,
diff --git a/plugins/cleanupIDs.js b/plugins/cleanupIDs.js
index b716acf1..f53b4ca4 100644
--- a/plugins/cleanupIDs.js
+++ b/plugins/cleanupIDs.js
@@ -4,7 +4,7 @@ exports.type = 'full';
 
 exports.active = true;
 
-exports.description = 'remove unused and minify used IDs';
+exports.description = 'removes unused IDs and minifies used';
 
 exports.params = {
     remove: true,
diff --git a/plugins/cleanupListOfValues.js b/plugins/cleanupListOfValues.js
index 53d58e79..55ccb095 100644
--- a/plugins/cleanupListOfValues.js
+++ b/plugins/cleanupListOfValues.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = false;
 
-exports.description = 'Round list of values to the fixed precision';
+exports.description = 'rounds list of values to the fixed precision';
 
 exports.params = {
     floatPrecision: 3,
diff --git a/plugins/cleanupNumericValues.js b/plugins/cleanupNumericValues.js
index 345bc7dd..8af7e72b 100644
--- a/plugins/cleanupNumericValues.js
+++ b/plugins/cleanupNumericValues.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'round numeric values to the fixed precision, remove default \'px\' units';
+exports.description = 'rounds numeric values to the fixed precision, removes default ‘px’ units';
 
 exports.params = {
     floatPrecision: 3,
diff --git a/plugins/collapseGroups.js b/plugins/collapseGroups.js
index 7d203a00..fc7d9012 100644
--- a/plugins/collapseGroups.js
+++ b/plugins/collapseGroups.js
@@ -4,7 +4,7 @@ exports.type = 'perItemReverse';
 
 exports.active = true;
 
-exports.description = 'collapse useless groups';
+exports.description = 'collapses useless groups';
 
 var animationElems = require('./_collections').elemsGroups.animation;
 
diff --git a/plugins/convertColors.js b/plugins/convertColors.js
index 7f8d6248..61909b78 100644
--- a/plugins/convertColors.js
+++ b/plugins/convertColors.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'convert colors (from rgb() to #rrggbb, from #rrggbb to #rgb)';
+exports.description = 'converts colors: rgb() to #rrggbb and #rrggbb to #rgb';
 
 exports.params = {
     names2hex: true,
diff --git a/plugins/convertPathData.js b/plugins/convertPathData.js
index 90c4683b..a803b5d7 100644
--- a/plugins/convertPathData.js
+++ b/plugins/convertPathData.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'convert Path data to relative or absolute whichever is shorter, convert one segment to another, trim useless delimiters, smart rounding and much more';
+exports.description = 'optimizes path data: writes in shorter form, applies transformations';
 
 exports.params = {
     applyTransforms: true,
diff --git a/plugins/convertShapeToPath.js b/plugins/convertShapeToPath.js
index 19a1eb97..e3c0537b 100644
--- a/plugins/convertShapeToPath.js
+++ b/plugins/convertShapeToPath.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'convert some basic shapes to path';
+exports.description = 'converts basic shapes to more compact path form';
 
 var none = { value: 0 },
     regNumber = /[-+]?(?:\d*\.\d+|\d+\.?)(?:[eE][-+]?\d+)?/g;
diff --git a/plugins/convertStyleToAttrs.js b/plugins/convertStyleToAttrs.js
index 168fc317..4a0493e4 100644
--- a/plugins/convertStyleToAttrs.js
+++ b/plugins/convertStyleToAttrs.js
@@ -1,16 +1,17 @@
+/* jshint quotmark: false */
 'use strict';
 
 exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'Convert style in attributes. Cleanups comments and illegal declarations (without colon) as a side effect';
+exports.description = 'converts style to attributes';
 
 var EXTEND = require('whet.extend'),
     stylingProps = require('./_collections').stylingProps,
     rEscape = '\\\\(?:[0-9a-f]{1,6}\\s?|\\r\\n|.)',                 // Like \" or \2051. Code points consume one space.
     rAttr = '\\s*(' + g('[^:;\\\\]', rEscape) + '*?)\\s*',          // attribute name like ‘fill’
-    rSingleQuotes = '\'(?:[^\'\\n\\r\\\\]|' + rEscape + ')*?(?:\'|$)', // string in single quotes: 'smth'
+    rSingleQuotes = "'(?:[^'\\n\\r\\\\]|" + rEscape + ")*?(?:'|$)", // string in single quotes: 'smth'
     rQuotes = '"(?:[^"\\n\\r\\\\]|' + rEscape + ')*?(?:"|$)',       // string in double quotes: "smth"
     rQuotedString = new RegExp('^' + g(rSingleQuotes, rQuotes) + '$'),
 
diff --git a/plugins/convertTransform.js b/plugins/convertTransform.js
index d80262ed..e792cdbc 100644
--- a/plugins/convertTransform.js
+++ b/plugins/convertTransform.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'collapse multiple transforms into one, convert matrices to the short aliases and much more';
+exports.description = 'collapses multiple transformations and optimizes it';
 
 exports.params = {
     convertToShorts: true,
diff --git a/plugins/mergePaths.js b/plugins/mergePaths.js
index d3cb9ddb..63cf56e8 100644
--- a/plugins/mergePaths.js
+++ b/plugins/mergePaths.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'merge multiple Paths into one';
+exports.description = 'merges multiple paths in one if possible';
 
 exports.params = {
     collapseRepeated: true,
diff --git a/plugins/moveElemsAttrsToGroup.js b/plugins/moveElemsAttrsToGroup.js
index e333753d..bfa95610 100644
--- a/plugins/moveElemsAttrsToGroup.js
+++ b/plugins/moveElemsAttrsToGroup.js
@@ -4,7 +4,7 @@ exports.type = 'perItemReverse';
 
 exports.active = true;
 
-exports.description = 'move elements attributes to the existing group wrapper';
+exports.description = 'moves elements attributes to the existing group wrapper';
 
 var inheritableAttrs = require('./_collections').inheritableAttrs,
     pathElems = require('./_collections.js').pathElems;
diff --git a/plugins/moveGroupAttrsToElems.js b/plugins/moveGroupAttrsToElems.js
index 743bb5f6..e2c5dfd5 100644
--- a/plugins/moveGroupAttrsToElems.js
+++ b/plugins/moveGroupAttrsToElems.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'move some group attributes to the content elements';
+exports.description = 'moves some group attributes to the content elements';
 
 var collections = require('./_collections.js'),
     pathElems = collections.pathElems.concat(['g', 'text']),
diff --git a/plugins/removeComments.js b/plugins/removeComments.js
index ae73627a..8bfd21b0 100644
--- a/plugins/removeComments.js
+++ b/plugins/removeComments.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove comments';
+exports.description = 'removes comments';
 
 /**
  * Remove comments.
diff --git a/plugins/removeDesc.js b/plugins/removeDesc.js
index 2b6a9136..e2848c6c 100644
--- a/plugins/removeDesc.js
+++ b/plugins/removeDesc.js
@@ -8,7 +8,7 @@ exports.params = {
     removeAny: false
 };
 
-exports.description = 'remove <desc> (only non-meaningful by default)';
+exports.description = 'removes <desc> (only non-meaningful by default)';
 
 var standardDescs = /^Created with/;
 
diff --git a/plugins/removeDoctype.js b/plugins/removeDoctype.js
index c257e680..da19adf0 100644
--- a/plugins/removeDoctype.js
+++ b/plugins/removeDoctype.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove doctype declaration';
+exports.description = 'removes doctype declaration';
 
 /**
  * Remove DOCTYPE declaration.
diff --git a/plugins/removeEditorsNSData.js b/plugins/removeEditorsNSData.js
index 7ac6ba57..9e5c8cd8 100644
--- a/plugins/removeEditorsNSData.js
+++ b/plugins/removeEditorsNSData.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove editors namespaces, elements and attributes';
+exports.description = 'removes editors namespaces, elements and attributes';
 
 var editorNamespaces = require('./_collections').editorNamespaces,
     prefixes = [];
diff --git a/plugins/removeEmptyAttrs.js b/plugins/removeEmptyAttrs.js
index 492e6142..ae73e6c9 100644
--- a/plugins/removeEmptyAttrs.js
+++ b/plugins/removeEmptyAttrs.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove empty attributes';
+exports.description = 'removes empty attributes';
 
 /**
  * Remove attributes with empty values.
diff --git a/plugins/removeEmptyContainers.js b/plugins/removeEmptyContainers.js
index 1ade8d36..02803d82 100644
--- a/plugins/removeEmptyContainers.js
+++ b/plugins/removeEmptyContainers.js
@@ -4,7 +4,7 @@ exports.type = 'perItemReverse';
 
 exports.active = true;
 
-exports.description = 'remove empty Container elements';
+exports.description = 'removes empty container elements';
 
 var container = require('./_collections').elemsGroups.container;
 
diff --git a/plugins/removeEmptyText.js b/plugins/removeEmptyText.js
index 60119977..fd80e950 100644
--- a/plugins/removeEmptyText.js
+++ b/plugins/removeEmptyText.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove empty Text elements';
+exports.description = 'removes empty <text> elements';
 
 exports.params = {
     text: true,
diff --git a/plugins/removeHiddenElems.js b/plugins/removeHiddenElems.js
index 652894f2..3aa8a16c 100644
--- a/plugins/removeHiddenElems.js
+++ b/plugins/removeHiddenElems.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove hidden elements';
+exports.description = 'removes hidden elements (zero sized, with absent attributes)';
 
 exports.params = {
     displayNone: true,
diff --git a/plugins/removeMetadata.js b/plugins/removeMetadata.js
index 99c64f2c..fa7a5795 100644
--- a/plugins/removeMetadata.js
+++ b/plugins/removeMetadata.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove <metadata>';
+exports.description = 'removes <metadata>';
 
 /**
  * Remove <metadata>.
diff --git a/plugins/removeNonInheritableGroupAttrs.js b/plugins/removeNonInheritableGroupAttrs.js
index 2c9b9123..f999d568 100644
--- a/plugins/removeNonInheritableGroupAttrs.js
+++ b/plugins/removeNonInheritableGroupAttrs.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove non-inheritable group\'s "presentation" attributes';
+exports.description = 'removes non-inheritable group’s presentational attributes';
 
 var inheritableAttrs = require('./_collections').inheritableAttrs,
     attrsGroups = require('./_collections').attrsGroups,
diff --git a/plugins/removeRasterImages.js b/plugins/removeRasterImages.js
index d068cbda..71ee9c58 100644
--- a/plugins/removeRasterImages.js
+++ b/plugins/removeRasterImages.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = false;
 
-exports.description = 'remove raster images (disabled by default)';
+exports.description = 'removes raster images (disabled by default)';
 
 /**
  * Remove raster images references in <image>.
diff --git a/plugins/removeTitle.js b/plugins/removeTitle.js
index 17930642..3d077e45 100644
--- a/plugins/removeTitle.js
+++ b/plugins/removeTitle.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = false;
 
-exports.description = 'remove <title> (disabled by default)';
+exports.description = 'removes <title> (disabled by default)';
 
 /**
  * Remove <title>.
diff --git a/plugins/removeUnknownsAndDefaults.js b/plugins/removeUnknownsAndDefaults.js
index eb4514cf..2e5f62c5 100644
--- a/plugins/removeUnknownsAndDefaults.js
+++ b/plugins/removeUnknownsAndDefaults.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove unknown elements content and attributes, remove attrs with default values';
+exports.description = 'removes unknown elements content and attributes, removes attrs with default values';
 
 exports.params = {
     unknownContent: true,
diff --git a/plugins/removeUnusedNS.js b/plugins/removeUnusedNS.js
index f46f3782..c4787915 100644
--- a/plugins/removeUnusedNS.js
+++ b/plugins/removeUnusedNS.js
@@ -4,7 +4,7 @@ exports.type = 'full';
 
 exports.active = true;
 
-exports.description = 'remove unused namespaces declaration';
+exports.description = 'removes unused namespaces declaration';
 
 /**
  * Remove unused namespaces declaration.
diff --git a/plugins/removeUselessDefs.js b/plugins/removeUselessDefs.js
index 9ec52b61..b8c97a52 100644
--- a/plugins/removeUselessDefs.js
+++ b/plugins/removeUselessDefs.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove elements of <defs> without id';
+exports.description = 'removes elements in <defs> without id';
 
 var nonRendering = require('./_collections').elemsGroups.nonRendering,
     defs;
diff --git a/plugins/removeUselessStrokeAndFill.js b/plugins/removeUselessStrokeAndFill.js
index cc3bbb1f..47090eb8 100644
--- a/plugins/removeUselessStrokeAndFill.js
+++ b/plugins/removeUselessStrokeAndFill.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove useless stroke and fill attrs';
+exports.description = 'removes useless stroke and fill attributes';
 
 exports.params = {
     stroke: true,
diff --git a/plugins/removeViewBox.js b/plugins/removeViewBox.js
index 7fbdd362..33595656 100644
--- a/plugins/removeViewBox.js
+++ b/plugins/removeViewBox.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = false;
 
-exports.description = 'remove viewBox attribute when possible (disabled by default)';
+exports.description = 'removes viewBox attribute when possible (disabled by default)';
 
 var regViewBox = /^0\s0\s([\-+]?\d*\.?\d+([eE][\-+]?\d+)?)\s([\-+]?\d*\.?\d+([eE][\-+]?\d+)?)$/,
     viewBoxElems = ['svg', 'pattern'];
diff --git a/plugins/removeXMLProcInst.js b/plugins/removeXMLProcInst.js
index ec443b38..afd425d5 100644
--- a/plugins/removeXMLProcInst.js
+++ b/plugins/removeXMLProcInst.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = true;
 
-exports.description = 'remove XML processing instructions';
+exports.description = 'removes XML processing instructions';
 
 /**
  * Remove XML Processing Instruction.
diff --git a/plugins/sortAttrs.js b/plugins/sortAttrs.js
index 70220547..29897f17 100644
--- a/plugins/sortAttrs.js
+++ b/plugins/sortAttrs.js
@@ -4,7 +4,7 @@ exports.type = 'perItem';
 
 exports.active = false;
 
-exports.description = 'sort element attributes for epic readability (disabled by default)';
+exports.description = 'sorts element attributes (disabled by default)';
 
 exports.params = {
 	order: [
diff --git a/plugins/transformsWithOnePath.js b/plugins/transformsWithOnePath.js
index 05e49bf1..41b3636f 100644
--- a/plugins/transformsWithOnePath.js
+++ b/plugins/transformsWithOnePath.js
@@ -8,7 +8,7 @@ exports.type = 'full';
 
 exports.active = false;
 
-exports.description = 'apply transforms, crop by real width, center vertical alignment and resize SVG with one Path inside (disabled by default)';
+exports.description = 'performs a set of operations on SVG with one path inside (disabled by default)';
 
 exports.params = {
     // width and height to resize SVG and rescale inner Path