A reusable product description template for small sellers
A plain fill-in template for product descriptions, with placeholders and one worked example, so every listing in your catalogue has the same helpful structure.
A template does not make your writing better by itself, and I am not claiming it will boost sales. What it does is make sure you never forget the basics when you are tired and adding your twentieth product. Here is a plain one you can copy into your notes and reuse.
The template
Replace each placeholder in square brackets with your real information. Delete any line that does not apply.
[One-line opening: what it is + its best feature]
- Material: [material or ingredients] - Size: [measurements, with unit] - Weight: [weight or net quantity] - Colour: [colour name] (screen colours may vary slightly) - Includes: [everything in the box] - Note: [honest variation or limitation]
Care: - [care line 1] - [care line 2]
About this piece: [Two or three sentences in your own voice: why you made it, how it is made]
Dispatch: [how long you need before sending]
Keep lines short so they read well on a phone. The order follows how a shopper reads: first what it is, then the facts, then care, then the story, as described in how to structure a product description for mobile.
A worked example
Here is the template filled in for an illustrative product, a soy candle. The numbers are only for illustration.
A lavender soy wax candle in a reusable glass jar, hand poured in small batches.
- Material: soy wax, cotton wick, lavender fragrance oil - Size: jar is 7 cm wide and 8 cm tall - Weight: 180 g net - Colour: natural cream (screen colours may vary slightly) - Includes: 1 candle with lid - Note: surface may look slightly uneven, which is normal for hand poured wax
Care: - Trim the wick to a short length before each burn - Never leave a burning candle unattended
About this piece: I started pouring candles at home and kept the batches small so each one can cure properly.
Dispatch: ready to ship in a few days.
Notice what is missing: no "perfect for every home" and no "best quality". Every line is a fact or a plain statement. For why, see avoiding exaggerated claims.
How to adapt it
- For clothing, add Fit and Model details, and replace weight with garment measurements.
- For food, replace Material with Ingredients and add storage and shelf life that you have verified. Labelling rules may apply, so confirm those with a professional.
- For sets and hampers, make the Includes line a full list with quantities.
Using it on your store
On a Varchas store, paste the filled template into the description field in the product editor, where fabric, fit, care and story are already suggested. If your product comes in several colours or sizes, set those up as colourways instead of listing them in the text, as explained in setting up product variants properly.
Keep your version updated
After a month, read through the questions customers still ask and add a line to the template for any detail that keeps coming up. A template that grows from real questions is far more useful than a generic one.