In this article
- 1. Know who you are writing for
- 2. Start with the benefit, not the specifications
- 3. Answer questions before they are asked
- 4. Use an easy-to-read layout
- 5. Be specific and honest
- 6. Include keywords naturally
- 7. Choose the right length
- 8. End with a clear call to action
- Complete example: a digital coloring book description
- Checklist before publishing
- Frequently asked questions
- Summary
The key points in 30 seconds
- Start with the benefit the customer gets, then back it up with specifications.
- Answer questions before they are asked: sizes, contents, how to download, how to use.
- Use short paragraphs and lists, and put the most important information in the first two lines.
- Include keywords naturally, and be specific and honest.
In an online store, customers cannot touch the product or ask the seller. The product description answers their questions and removes their hesitation. Yet many sellers settle for two generic lines or copy the supplier’s text as it is. In this article we apply eight rules to a real example: a printable digital coloring book for kids.
1. Know who you are writing for
Before writing, define your ideal customer: who are they, what is their problem, what matters to them? A coloring book description for a mother looking for a calm, screen-free activity is different from one aimed at a teacher who wants worksheets for her class, or a grandmother looking for a quick gift.
2. Start with the benefit, not the specifications
Customers don’t buy “30 pages at 300 DPI”; they buy “hours of calm, screen-free fun for your child”. State the benefit first, then support it with specifications.
Quick comparison
- Weak: “40-page coloring book PDF.”
- Better: “40 pages of cute animals with thick lines for little hands, keeping your child calmly and usefully busy at home or while travelling.”
3. Answer questions before they are asked
Review the messages customers send you and answer the most frequent ones in the description. For printable products the same questions come up again and again: will I receive a printed product? What sizes? Can I print it several times? Is it right for my child’s age? Every question you answer removes a reason to hesitate and saves you reply time.
4. Use an easy-to-read layout
Most visitors skim rather than read every word. Use short paragraphs and bullet lists for specifications, and put the key information in the first two lines, which appear before the “read more” button on many platforms.
5. Be specific and honest
Instead of “high quality”, say “a 300 DPI PDF that prints crisply on home printers”. Specific details build trust, while exaggeration increases returns and negative reviews. If there are restrictions, such as personal use only, state them clearly.
6. Include keywords naturally
Think of the words customers type, such as “kids coloring book” and “printable coloring pages”, and use them in the title, at the start of the description and naturally in the text. Avoid excessive repetition; you can check keyword density with our word counter. Titles have their own rules, explained in our article on writing the perfect product title.
7. Choose the right length
A very short description doesn’t answer questions or help search engines understand the product. 150 to 300 words suits most products, and it can be longer for complex or expensive products and bundles.
8. End with a clear call to action
Remind the customer of the main benefit and finish with a direct call to action, such as “Add it to your cart and get the file instantly after payment.”
Complete example: a digital coloring book description
A template you can adapt
Turn screen time into creative time! 40 coloring pages of cute animals designed especially for children aged 3 to 6, with thick, clear lines for little hands.
Perfect for: quiet activities at home, trips, birthday parties, kindergarten and classroom activities.
You will get:
- One PDF file with 40 different pages
- Two sizes in the same download: US Letter (8.5×11) and A4
- 300 DPI for crisp printing on home printers
- A bonus “Little Artist” certificate page
How you get it: this is a digital product and nothing will be shipped. After payment you can download the file instantly from your purchases page, then print it at home or at any print shop, as many times as you need.
Use: for personal, home and your own classroom use. Reselling or sharing the file is not allowed.
FAQ: Are colors included? No, the pages are black and white for coloring. Can I print on cardstock? Yes, we recommend 120–160 gsm paper for watercolors.
Add it to your cart now and start coloring today!
Checklist before publishing
- Do the first two lines state the benefit and the target audience?
- Did you say exactly what the customer gets (quantity, sizes, format)?
- Did you explain shipping or download?
- Did you answer two or three of the most frequent questions?
- Are keywords present naturally, without stuffing?
- Is the description consistent with the title and images?
- Did you end with a clear call to action?
Frequently asked questions
Should I copy the supplier’s description?
It’s not recommended: a description repeated across many stores doesn’t set you apart or speak to your customer. Write an original description, even if you start from the supplier’s information.
Should I write descriptions in several languages?
If you sell to customers in different countries, write in the target buyer’s language and don’t rely on literal machine translation without review.
How often should I update descriptions?
Whenever a new question keeps coming up or something about the product changes, and review your most visited product descriptions every few months.
Summary
A good description sells, reduces returns and questions, and improves your search visibility. Start with the benefit, be specific, answer questions, structure the text for easy reading and end with a clear call to action. Use the example above as a template and adapt it to your product and your own voice.
