A good product description answers the questions a shopper would ask if they were standing in your shop holding the item: what is it, is it right for me, and what do I need to know before I buy? You don't need to be a copywriter to write one. Here's why descriptions matter, what to include, what to avoid, how to handle short and long versions, three copy-paste AI prompts, and a made-up example that shows it all together.
Why product descriptions matter for a small business
When people shop in person, they can pick something up, smell it, check the size, and ask you questions. Online, the description has to do that job for you. If it's vague, shoppers either leave or message you with questions you could have answered on the page.
Your descriptions probably show up in more places than you think:
- Your own online store. Whether you use Shopify, Square Online, Wix, or another builder, each product page needs a description, and it's often the main thing standing between "just looking" and "add to cart."
- Marketplaces like Etsy. Etsy shoppers compare similar items side by side. Clear details about size, materials, and what's included help yours feel like the safe choice.
- Your point-of-sale and online ordering. If you sell through Square or a similar system, the same item details can appear on online ordering pages and receipts, so short, accurate text helps everywhere.
- Your Google Business Profile. Many businesses can add products with photos, prices, and descriptions to their profile, so people who find you on Google Search or Maps can see what you sell before they visit.
Tip: Write the description once, carefully, and reuse it. Keep one master copy in a document so your website, Etsy shop, and Google profile all say the same accurate thing.
What a good product description includes
You don't need all of these for every item. A simple sticker needs less than a handmade quilt. But most strong descriptions cover these basics.
- Who it's for. Picture the person who buys this. A new parent? A coffee lover? Someone shopping for a teacher gift? Naming them helps the right shopper think, "That's me."
- The main benefit first. Open with what the product does for the buyer, not a list of features. "Keeps your coffee hot through a long morning commute" is more useful up front than "double-wall stainless steel construction."
- Real specifics. Size, weight, dimensions, materials, colors, scent, flavor, what's included, and how to care for it. Specifics answer questions before they're asked and make you sound trustworthy. If handmade pieces vary a little, say so.
- Plain words. Write the way you'd talk to a customer at the counter. "Soft, washable cotton" beats "premium luxurious textile experience."
- Short, scannable bullets. Most people skim, often on a phone. One or two short sentences up top, then a few bullets for the details, is easy to read and easy to update.
- Practical buying info. Shipping or pickup notes, gift-readiness, or lead time for made-to-order items, if they're true right now.
A simple pattern that works for almost anything: one benefit-first sentence, one sentence about who it's for or when to use it, then three to six bullets with the specifics.
What to avoid
- Made-up claims. Don't write "best-selling," "customer favorite," "lasts for years," or "loved by thousands" unless it's true and you could back it up. AI tools love adding phrases like these, so watch for them.
- Copying manufacturer text word for word. If you resell products, the supplier's description is probably on dozens of other sites. Use their facts, like measurements and materials, but write the description in your own words for your own customers. Check your supplier's rules too.
- Keyword stuffing. It's fine to use the words people search for, like "soy candle" or "dog collar." It's not helpful to repeat them five times in a row. Write for people first; a natural mention or two is plenty.
- Health, safety, or eco claims you can't verify. Words like "non-toxic," "hypoallergenic," "organic," "eco-friendly," "biodegradable," or "relieves stress" can carry real legal and trust risks. Only use them if you can back them up (for example, with a real certification), and never promise a product treats or cures anything. When in doubt, describe what's actually in it and let shoppers decide.
- Fake reviews or quotes. Never invent a customer quote or let AI write "reviews" for your product page. Only share real feedback, with permission.
- Walls of text. Long paragraphs hide the details people need. Break things up.
Short version vs. long version
Short version (one or two sentences, roughly 20 to 50 words) works on product cards in your store, Google Business Profile products, social captions, and gift guides. It names the product, the main benefit, and maybe who it's for.
Long version (roughly 100 to 300 words) works on the product page itself, Etsy listings, and any item where shoppers need details before they buy. It opens with the benefit, adds a line about who it's for, then uses bullets for size, materials, care, what's included, and shipping or pickup notes.
Write the long version first, then trim it down. It's much easier to cut a good description than to stretch a thin one. Some platforms have their own character limits, so check the field you're filling in before you paste.
Tip: Adding products to your Google profile? Our guide on how to write Google Business Profile posts shows how to announce new items and seasonal products with short updates too.
Prompt: write a product description
Copy this into ChatGPT, Claude, or any free AI chat tool, fill in the brackets, and press Enter. The more real details you give it, the better the result.
I run a small [TYPE OF BUSINESS, e.g., candle shop] and I need a product description for [PRODUCT NAME]. What it is: [1 to 2 plain sentences] Who it's for: [e.g., people who want a cozy scent for fall, teacher gifts] Main benefit: [what it does for the buyer] Specifics: [size, weight, materials, colors, scent or flavor, what's included] Care or use instructions: [e.g., trim wick before lighting, hand wash only] Where it will appear: [e.g., my Shopify store / Etsy / Square Online] Please write: a benefit-first opening of one or two sentences, one sentence about who it's for, then 4 to 6 short bullet points with the specifics. Use warm, plain English and keep it under 200 words. Don't add any claims, awards, reviews, numbers, or health or eco promises I didn't give you.
Prompt: turn it into short versions
Once you're happy with the long description, use this to make shorter versions for other places.
Here is the product description for [PRODUCT NAME]: [PASTE YOUR DESCRIPTION] Please write three shorter versions: 1) One sentence (under 40 words) for a product card in my online store. 2) A short description for my Google Business Profile product listing, two sentences max, with no phone numbers or links. 3) A friendly social media caption under 200 characters that mentions [e.g., it's back for the holidays / new this week]. Only use facts from the text I pasted. Don't add anything new.
Prompt: check and improve my product description
Already have descriptions? Use this to spot gaps and risky wording before you publish or update them.
Please review this product description from my small [TYPE OF BUSINESS]: [PASTE YOUR DESCRIPTION] 1) Does it say what the product is, who it's for, and the main benefit in the first two sentences? 2) List any missing details a shopper might ask about (size, materials, care, what's included, shipping or pickup). 3) Flag any claims that sound unprovable or risky, especially health, safety, or eco claims, and suggest plainer, safer wording. 4) Point out any repeated keywords or buzzwords. 5) Give me a tightened version with bullet points that keeps every real fact and adds nothing new.
Tip: Never paste customer names, order details, or other private information into an AI chat. Check every line the AI writes against the real product: measure it, read the label, and fix anything that isn't exactly right.
Example product description (made-up business)
This is a made-up example to show how the pieces fit together. Ember & Oak Candle Co., its owner, and its products are not real. Your descriptions should use your own true details.
Made-up example (long version):
Orchard Evening Soy Candle, 8 oz
Bring the smell of a crisp fall evening into your kitchen or living room. Orchard Evening blends baked apple, cinnamon, and a little cedar for a warm, cozy scent that isn't overpowering.
Made for anyone who loves fall, and an easy gift for neighbors, teachers, or hosts this holiday season.
• Hand-poured in small batches in our shop
• Soy wax blend with a cotton wick
• 8 oz amber glass jar with a black metal lid
• Scent notes: baked apple, cinnamon, cedar
• Care: trim the wick to about 1/4 inch before each burn, burn on a heat-safe surface, and never leave a lit candle unattended
• Ready to gift: each candle ships with a kraft paper sleeve; local pickup available
Made-up example (short version): Orchard Evening Soy Candle: baked apple, cinnamon, and cedar in an 8 oz amber jar. A cozy fall scent and an easy holiday gift.
Notice what it skips: no "best-selling," no "non-toxic" or "clean burning" claims it can't prove, no made-up burn time, no invented reviews. Every line is something the owner can check by looking at the candle on the shelf.
Quick checklist before you publish
- The first sentence says what it is and why someone would want it.
- It names who it's for or when to use it.
- Size, materials, care, and what's included are all there and accurate.
- Details are in short bullets that are easy to read on a phone.
- There are no made-up claims, copied supplier text, or stuffed keywords.
- Any health, safety, or eco wording is true and backed up, or removed.
- I read every word the AI wrote and changed anything that doesn't sound like me.
Related reading: how to write a return and refund policy for a small business, how to write an About Us page for a small business, how to write Google Business Profile posts, and how to write a Black Friday email for a small business.
FAQ
How long should a product description be?
It depends on where it appears and how much a shopper needs to know. A short version of one or two sentences works for product cards, social posts, and quick listings. A longer version of roughly 100 to 300 words, with a few bullet points, works on the product page itself, especially for items with sizes, materials, or care instructions. Write the long version first, then trim it.
Can I copy the manufacturer's product description?
It's better not to. Many other stores use the same text, so it doesn't help you stand out, and it may not be written for your customers. Some suppliers also have rules about how their text can be used. Use the manufacturer's facts, like sizes and materials, and write the rest in your own words.
What's the best AI prompt for product descriptions?
The best prompt gives the AI real facts: what the product is, who it's for, the main benefit, sizes, materials, care, and price if you want it included. Ask for plain English, a short benefit-first opening, and a few bullet points, and tell it not to add claims or details you didn't provide. Then check every line against the real product.
Do product descriptions help with SEO?
They can. Clear, original descriptions that use the words customers actually search for, like "soy candle" or "handmade leather wallet," help search engines and shopping platforms understand what you sell. Write for people first, use those words naturally, and avoid stuffing the same phrase over and over.