Writing a Product Description

Worksheet with Template & Examples

Follow these steps to write an effective product description that drives sales by:

Qualifying
Your description will demonstrate to the customer that they’re a perfect fit for your
brand and product.

Persuading
You’ll supply compelling reasons that the customer will benefit from purchasing.

Informing
Your writing will provide relevant and factual information that increases buyer
confidence and decreases return rate.

Boosting
SEO practices will optimize search engine results to get your listing seen.
1. Your Objectives
Check off the metrics you want to improve by writing great product listings. Follow
the corresponding guidelines as you go through the rest of the worksheet.

Decrease Return Rate

Focus on specificity, accuracy, and the amount of information provided.

Decrease Bounce Rate

Focus on tailoring tone and content to strongly appeal to your target customer.

Increase Store Traffic

Work on incorporating SEO practices throughout your product descriptions.
See fitsmallbusiness.com/seo-for-ecommerce/ for detailed info.

Decrease Shopping Cart Abandonment

Aim to reduce friction at checkout by clarifying shipping, handling, delivery,
and cost details in each product description.

Build a New Product Catalog

Strive to create a consistent workflow that helps you efficiently write
descriptions for all of your products without sacrificing quality.
2. Your Target Customer
Gather the following information about your ideal customer. You can reference sales data,
online communities, survey responses, and reviews—or make educated guesses. Note that
some of the details listed may not be relevant to your specific product and audience.

DEMOGRAPHICS

Age rage: Typical gender:

Geographic location or housing situation: Race or ethnicity:

Occupation or job role: Income level or spending capability:

Education level: Marital status or family composition:

Religion or spirituality: Other important details:

INTERESTS/PRIORITIES

Personal hobbies and/or interests:

Things that motivate them:

(e.g., taking care of family, impressing superiors, maintaining their health, etc.)
 Pain points or things that frustrate them:
(e.g., skin problems, financial limitations, struggle to lose weight, lack of time, etc.)

Priorities in purchasing decisions:

(e.g., low cost, high value, high quality, brand loyalty, fast delivery, attentive customer service, etc.)

Potential concerns they may have about your brand, product, or store:
(e.g., slow delivery, high selling price, poor quality, superior competitors, etc.)

BEHAVIORS

Describe some of the customer’s daily personal behaviors and/or activities:

Describe some of the customer’s daily professional behaviors and/or activities:

How, where, and why would you talk to your target customer in person?
(i.e., networking at a business conference, blowing off steam at a craft beer bar, chatting to pass the
time during your kids’ playdate, etc.)
 Describe the dynamics of this hypothetical conversation:
(e.g., professional, technical, casual, friendly, cheeky, sassy, instructive, assertive, humorous,
vulnerable, encouraging, etc.)

Use the conversational dynamics listed above to craft the tone of your product description.

Tone is the “personality” of your store or brand as conveyed through your writing
(and how it comes across to your target audience).

3. Product Attributes
Fill out the following information about your product, keeping your target
customer profile in mind.

Product:
Example: Ergonomic mouse

Depiction:
(Describe your product’s appearance, feel, smell, taste, and/or sound in depth. Include details
about using it and how it makes the user feel.)
FEATURE BENEFIT VALUE/IMPACT ON CUSTOMER

Example: • Comfort • Users with common joint

Ergonomic design • Accessibility conditions can handle the mouse
• Pain reduction comfortably

• Users with healthy wrists can

prevent joint conditions caused by
strain and overuse

• Extended periods of time can be

spent on the computer without
the wrist becoming tired or sore

12,400 DPI optical laser • High precision • Provides an edge over the
sensor • High responsiveness competition in online gaming
• High speed
• Durability • Long product lifespan and good
reliability
 SEO Keywords:
(list the keywords your target customer may use when searching for your product.
See fitsmallbusiness.com/seo-for-ecommerce/ for detailed info.)

Example: Ergonomic mouse; Wireless ergonomic mouse; Best ergonomic mouse for gaming

How is your product different from competing items on the market?

What does your customer gain from purchasing your product? OR what problem does it solve?

SPECIFICATIONS

Dimensions: Materials/Ingredients:

Color: Usage instructions:

Other:
4. Product Description Template
Using your product attributes and the info from your customer profile, write a product
description according to the format below. As you write, use the tone or personality you
identified in step 2.

Product Title:
A clear and descriptive product name that incorporates your primary SEO keyword

Example: Rose Glow Face Gloss

Intro/Headline:
A brief lead-in of 1-2 sentences that includes SEO keywords. How would you summarize your
product in a way that compels shoppers to buy?

Example: A multi-purpose face gloss that primes and hydrates all day. This rosy gloss illuminates skin for
an ethereal glow—leaving your skin looking healthy, radiant, and refreshed.

Benefits:
A bulleted list or collection of headers with short explanations. Highlight your product’s benefits
in an at-a-glance format.

Example:
• 75% water-based gel formula is non-greasy and bouncy, imparting a smooth, refreshing feel
•Wears perfectly under makeup, on bare skin, or layered over your look as a shimmery finishing touch
•Part skincare and part makeup, it’s infused with a vitamin complex, glycerin, and olive oil for
that won’t quit
•Universal shades are built with iridescent highlights that flatter any skin tone
•Micro-pearl pigments create a soft, natural radiance that lights up the skin
Body:
A complete description in 1-3 paragraphs. Paint a picture of the product in use and provide relevant
details to inform, persuade, and qualify the reader by demonstrating how it will improve their lives.
You can tell a story about the product’s origins, resolve customer pain points, provide usage
examples—or all of the above.

Example: This shimmering gloss in four shades is flecked with pink and gold pigments to give eyelids,
cheeks, and lips a glimmery sheen when worn alone or with makeup.

We’ve watched makeup artists backstage at top fashion shows for years as they use gloss on the
eyelids to give them a seductive shine. But the gloss always melted and wore off not long after the
models left the runway. This gloss is made for real life: it stays put and adds sensuous shimmer to the
face.

Smooth this face gloss over your eyelids, cheeks, and lips—It works on clean skin or over makeup. Our
proprietary vitamin complex and skin-loving ingredients provide glowing hydration for 24 hours to leave
you runway ready all day long.
5. Add-ins
These additions can compel shoppers and drive sales. Fill out any of the following prompts that
apply to your product and add them to your written description.

Urgency/Scarcity:
e.g., “Only 3 left in stock!” “Order in the next five minutes to score free shipping!”

“Yes” Questions:
e.g., “Does your cat’s litter box make the room smell not-so-fresh?” “Are you dreaming of a seaside
getaway?”

Sensory Language:
e.g., “Buttery soft” “Juicy, vibrant colors”

Credibility:
e.g., “Top-rated on Trustpilot” “BrandSpark Best New Product Award-winner”

Closing Call-to-Action:
e.g., “One click makes it yours” “Limited availability—buy now”

Notable Reviews:
6. Editing Checklist
Once you’ve written your product description, proofread your work and edit for
the following qualities:

Spelling

Grammar

Punctuation

Scannability

Authenticity

Easy to Read

Optimized for Search Engines