How to write product descriptions that answer the question first
A repeatable template for product descriptions in an online catalogue — the six facts buyers need, a before-and-after example, and how to use keywords without stuffing.
Most product descriptions fail in the same way: they describe the product the seller is proud of, not the decision the buyer is trying to make. How to write product descriptions is really a question of sequencing — answer the questions in the order they arrive, and the sale moves forward without another chat.
The six facts every description needs
- What it is, in the customer’s words — not the supplier’s category name.
- Size and dimensions, including fit guidance for clothing.
- Material and finish, because it drives both price and care.
- What is included, especially for sets, bundles and digital products.
- Who it suits and what problem it solves, in one concrete sentence.
- Care, compatibility or usage, so the product lasts and returns drop.
A template you can reuse
Write one opening sentence that names the product and its main use. Follow with a short bullet list of the facts above. Close with a line about delivery, customisation or the best way to ask a question. That structure works for clothing, food, electronics accessories and services, and it scans well on a phone.
| Field | Weak | Useful |
|---|---|---|
| Name | Premium Quality Kurti | Cotton straight kurti, knee length, indigo |
| Size | Free size | Chest 40 in, length 42 in, fits UK 10–14 |
| Material | Best fabric | 100% cotton, pre-washed, machine wash cold |
| Included | Complete set | Kurti + matching dupatta; no bottoms |
| Use | Perfect for all occasions | Office wear in warm weather; opaque, not sheer |
| Care | Handle with care | Wash separately for first wash; do not bleach |
Before and after
Before: “Beautiful handmade candle, premium fragrance, perfect gift for any occasion. Order now!”
After: “Hand-poured soy candle, 200 g, burns for about 35 hours. Fig and cedar scent, mild enough for a bedroom. Comes in a reusable glass jar with a wooden lid. Made in small batches, so slight colour variation is normal. Ships in 2 working days; gift note available on request.”
The second version is longer, but every extra line removes a question. It also uses the words a buyer would search for — soy candle, 200 g, fig and cedar, gift — without repeating them.
Write for a phone screen
- Front-load the important fact; the first line is often all that is visible.
- Keep paragraphs to two or three lines.
- Use bullets for measurements, materials and inclusions.
- Avoid ALL CAPS and long hyphenated strings of adjectives.
- Put the delivery and returns information in the same place on every product.
Bilingual and local-language descriptions
If your customers read two languages, write the primary description in the language they message you in, then add a short secondary version rather than a machine translation pasted below. Keep product names consistent across both so the catalogue does not look like it contains duplicate items.
The description and the photo work together
Do not spend the description repeating what the photo already shows. Use it for scale, material, what is included and how the product behaves after purchase. The photo sells the look; the description sells the decision.
Improve the visual half with product photos with a phone. For the structure around it, see free product catalog templates, and for the price that sits next to the copy, how to price products online.
Create your catalogue and rewrite your ten bestsellers using the template above. Clear descriptions are the cheapest conversion improvement available.
Frequently asked questions
How long should a product description be?
Long enough to cover the six facts — what it is, size, material, what is included, who it suits and care — and no longer. For most products that is 60 to 120 words, plus a short bullet list for scanning.
Should I use the same description as the supplier?
No. Supplier copy is written for other resellers, often with the same wording across dozens of shops. Rewrite it with your own measurements, photos and delivery details so it matches what the customer will actually receive.
Do keywords still matter in product descriptions?
Yes, but for clarity rather than repetition. Use the words customers search for — the product type, material and use case — once each, naturally. Keyword stuffing reads badly and does not help a small catalogue rank.