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How to Write Effective Product & Service Descriptions

Last modified on: January 25th, 2024

The way you write your product or service descriptions has a direct effect on your sales figures, but many small business owners pay little attention to their product or service descriptions.

On most websites, especially online stores, you’ll find product descriptions that are just walls of text, offering nothing but basic information. Sometimes, descriptions are just copied straight from the manufacturer’s website.

Any business selling products or services online should avoid that approach – it’ll cost you sales. According to a report published by the Nielsen Norman Group, 20% of abandoned purchases are the result of “incomplete or unclear” product information.

This means that, if you write high-quality descriptions for your products or services , you can expect your sales to increase.

In this article, we’ll show you how to do that. Let’s start with the basics.

What is a Product Description?

What is a service description.

• Why is a Production Description So Important?
• How to Write a Good Description for a Product  
• Product Description Examples  
• Service Description Examples  

In simplest terms, a product description is marketing text or copy that describes what a product is all about and why it is worth spending money on. Product description fulfils two purposes: supplying important product information to customers and compelling them to buy it.

A product description should include three basic criteria: the problems your product solves, the value for customers, and what makes it better than the competition – a unique selling point.  

Since services greatly differ from products, especially in up-and-coming businesses, we need to consider them separately. A service description includes information about the service, how it’s provided and used, and what the customers will get from this service.

A description of the service includes its functional and non-functional properties, such as interfaces and usage – however, all of these factors greatly vary from one service to another.

Why is a Product Description So Important?

Did you know that 88% of customers research a product before they buy it? That’s true whether they’re shopping in a physical store or online.

Today’s tech-savvy customers want detailed information about any new product or service they’re considering buying. And remember, as mentioned above, 20% of purchases are abandoned because customers can’t find the detailed information they need.

So, clearly, product and service descriptions do matter. But the question is, why?

• They highlight value . When a customer considers purchasing what you have to offer, the only question in their mind is, “How is this going to benefit me?” If your description answers that question, it can convince a potential customer to pull the trigger on a purchase.
• They describe the benefits . Every product or service has features directly tied to its benefits. A good description emphasizes those benefits, increasing the desire for your products or services.
• They showcase your unique selling point . What makes your products or services different from your competitors’? A good description will clearly communicate that difference to your audience, so your offering stands apart from other, similar options in the market.

In the simplest terms, a great product or service description is vital because it will quickly answer the most pressing questions about what you sell. That makes it easier for customers to decide whether to buy.

How to Write a Good Description for a Product

When writing product or service descriptions, your top-most priority should be to make them as clear and concise as possible. They’re not the right place to crack jokes, use fancy words, or show off with insider lingo.

Clear and concise descriptions will help you get your message across to your audience more easily, which means you’ll make more sales.

You don’t have to take our word for it. An article published by the Nielsen Norman group backs up this idea:

While writing clearly is a must when creating product and service descriptions, it’s not the only thing you’ll need to do to make them stand out.

In this section, we’ll discuss several ways you can take your descriptions to the next level.

Keep Your Target Audience in Mind

Before you write a single description, the first thing you should do is research your target audience .

Your target audience is that category of people most likely to buy your products or services. For example, if you’re selling phone accessories, your target audience might be tech-savvy people under the age of 50 who own an Android phone or iPhone .

Once you figure out who your target audience is, you’ll be able to move on to the next step, which is to gather information about them that relates to what you’re selling.

Returning to our phone accessories example, someone in that line might want to research the most popular phone accessory and how much people are willing to pay for it. They may look into which accessories people are frustrated by, and which accessories people wish existed.

Basically, you have to find out the unique wants your audience has, and learn about the problems they’re facing. Once you find that information, you can frame your product and service descriptions in a way that relates to your target audience.

Focus on Your Headlines

It doesn’t matter whether you’re creating an online store or a website landing page for your products or services. The fact is, on either one, headlines will play the most important role in attracting new customers.

David Ogilvy, one of the most legendary advertisers of all time, explains why headlines matter so much:

He’s right. Nearly 80% of people will only read your headline . In most cases, the number is higher. Only 20% will continue reading to take in your whole product description.

This makes the headline the most crucial part. The better the headline is, the more people it will lure into learning about your product or service. The more people that take the time to learn about your offering, the more sales you’ll make.

There are four main qualities your headlines should have:

• Urgency : Your headline should convey a sense of urgency. It should be clear to the reader why they need your product or services, and, more importantly, why they need it now.
• Unique : Your headline should tell people about at least one feature that makes your product or service unique.
• Useful : What’s in it for your customer? Your headline should convey why people should care about your product or service.
• Ultra-specific : Nobody likes generic headlines, especially if they’re clickbait. To make your headlines more trustworthy, try to be as specific as possible when explaining what your product or service is all about.

Use the Suitable Tone and Language

If there’s a language or tone barrier in your product or service description, it’s unlikely that people will stop to read what you’ve written. It’s critical that you use a suitable tone and understandable language, especially if you’re selling a valuable product and service that appeals to emotions.

Also, every headline you use, especially if you’re selling a highly valuable product or service, should appeal to people’s particular emotions. For example, you can write headlines that are:

• Aggressive : Sometimes, you’ll want your headlines to show people that they can become better than everyone else with your product or service. For example, “The fishing rod that will help you rule the water.”
• Competitive : Your headlines can appeal to the competitive nature of humans. For example, you can write a headline like, “Win fishing competitions with this ultra-advanced rod”.
• Curiosity : Headlines that successfully raise a reader’s curiosity are always very effective. You can write something like, “The best fishing rod money can buy.”

In general, you should write headlines focused more on the benefits of your product or service than on technical features. For example, if you say your product is fast, you’re describing a feature, but when you point out that it’ll save users one hour out of their busy day, you’re describing a benefit.

Read your description out loud. Does it sound like a conversation you’re having with a friend or just a string of words generated through technicality? The result should be the former. If it’s not something you would casually say to your friend, you should change it.

Your tone should be as natural as possible. This helps customers find relatability with your product and brand.

If you opt for one tone for one product, make sure that you use the same tone in all similar products to create a brand identity . Being consistent with your tone and language helps people understand and relate to you.

Use Tested Copywriting Techniques

Let’s be honest, you can’t become a copywriter in just one day. But that doesn’t mean you can’t follow the same well-planned, tested framework that copywriters use to write high-quality product descriptions .

In this section, we’ll discuss three copywriting techniques you can use to make your product or service descriptions more effective.

AIDA stands for Attention – Interest – Desire – Action.

This is a highly popular framework that marketers use when creating copy for products and services.

• Attention : The first part of your product or service description should capture your readers’ attention. You can do that by asking a compelling question, for example, or presenting them with a statistic.
• Interest : The next step is to increase the reader’s interest. You can do this by quickly listing the benefits of your product with bullet points.
• Desire : After capturing their interest, you’ll want to increase your reader’s desire for your product or service. A way to do that is by promising a desirable result or by describing a specific outcome they will achieve by using your product or service.
• Action : When you’ve successfully created a desire for your product or service in your reader’s heart, give them a specific action you’d like them to take. In most cases, that will prompt you to purchase what you’re offering.

With those four steps taken, you’ll have successfully written your product descriptions according to the AIDA framework.

Use Power Words That Sell

Power words naturally get an emotional reaction from humans Because power words make people curious and intrigued, they help increase sales.

These words convince customers to take a leap and buy the product, and are also part of the copywriting technique.

Power Word Samples

Using “incredible” instead of “very good” and “jaw-dropping” instead of “surprising” are two common examples of how copywriters use power words to create good content .

Some other power word examples are:

• Eye-opening
• Breathtaking
• Jubilant 
• Mind-blowing
• Sensational
• Spectacular
• Victorious 

Instead of saying, “these glasses will give you the best vision,” you could say, “these shades are a real eye-opener.” This derives away from generic words and keeps the audience curious.

Make Descriptions Easy to Scan

People nowadays have extremely short attention spans. They need instant information that satisfies them or influences their decisions. Boring, long, and technical descriptions will lose clients.

Instead, you should make your descriptions scannable. The buyer should get the information or motivation they need to buy the product in your description, without having to scroll through multiple pages. 

You can make bullet points to list essential features of your product or service. If you make your descriptions simple enough to read quickly without dozing off, you’ll gain customers.

Focus on the Product or Service Benefits

Focus on the benefits of your product or service while writing your description and not just exaggerate its importance without any facts. For instance, if you’re selling a juice box, mention its vitamins and beneficial nutrients instead of just writing that it’s tasty. 

Two strategies will help you focus on the benefits of your product or service while writing descriptions: FAB and PAS.

FAB stands for Feature – Advantage – Benefit.

This is a popular copywriting technique you can use when showcasing the benefits of your product or service. It helps grab attention and create desire. Here’s what each part means:

• Feature : When following this framework, you’ll start by clearly describing a feature of your product. For example, “This LED light uses 50% less electricity than a conventional light bulb.”
• Advantage : State the effect that feature will have on your customer. Continuing our example, the advantage statement would be, “Using this LED bulb will lower your electricity bill.”
• Benefit : Finally, state the result or outcome that will be achieved. In our LED bulb example, the benefit statement might be, “You’ll save hundreds of dollars every month.”

While FAB is not necessarily a framework for writing a complete description, it’ll come in handy when you’re trying to creatively state the features and benefits of your products or services.

PAS stands for ‘Problem – Agitate – Solve’.

This, like AIDA, is an extremely effective copywriting framework you can use to write your product or service descriptions. You may have seen this strategy used in TV commercials, but it works great for written product and service descriptions too.

Here’s a break-down of this strategy:

• Problem: At the start, you emphasize and reaffirm the current problems your reader is facing. For example, if you’re selling a smartphone power bank, the problem you would stress is having your phone battery run out in the middle of the day.
• Agitate: The strategy of agitating is what marketers call twisting the knife . You intentionally make your audience uncomfortable by exaggerating or expanding on the problem you described.

In our phone power example, having the battery die in the middle of the day can mean missing a call from your boss, getting lost because you can’t use Google Maps, or missing an important email .

• Solve: In the final part of this strategy, you take a positive turn and show how the problem can be avoided simply by using your product or service. Returning to our example, you could stress that buying your power bank means the reader’s phone will never die at the wrong time.

In short, with the PAS formula, you make your audience uncomfortable in their current situation, then turn up the heat by highlighting additional problems they might run into. Finally, you release the tension by describing how your product can save customers from ever even experiencing the problem.

There’s some psychological manipulation involved, but PAS is a very effective strategy for writing product descriptions !

Include Keywords in Your Product & Service Descriptions

If you’re selling your products or services through the internet, one thing you must focus on is keyword optimization .

That’s because, on the internet, people are always searching for products using search engines like Google. When they’re searching, they have a high buyer’s intent . That means they’re very close to buying and are just looking for the right product or service.

You want your offerings to be shown to these motivated prospects, and the only way that’s going to happen is to optimize your product or service descriptions with high-value keywords.

Here are three good sources you can use to find profitable keywords:

• Google Keyword Planner : Google Keyword Planner was initially the go-to tool when people wanted to get information regarding keywords. If you’re a Google Ads user, this might prove to be a valuable tool. It shows how many searches are being made for a particular keyword and the competition. This knowledge will be helpful when you’re choosing keywords, and it will help you avoid a keyword that nobody is using in searches.
• Ahrefs : If you want a robust search engine optimization (SEO) tool that can provide a lot of data about specific keywords, Ahrefs is a great choice. It helps find new keywords, and you can use it for other SEO tasks as well.
• Answer The Public : For those who need a tool that helps find a lot of long-tail keywords, Answer The Public is a good option. This handy tool lists keywords related to a specific keyword.

The last tool listed is essential. Before you begin your keyword research, it’s vital to understand the benefits of using ‘long-tail’ keywords . These keywords have high value and less competition, making it easier for your website to rank higher if you use them.

Finally, after you’ve found the appropriate keywords for a particular product or service description, add them in the following places:

• your description headline (i.e., H1 tag)
• the body text, two or three times
• sub-headings (i.e., H2 and H3 tags)
• metadata descriptions

Use High Quality Images

After successfully implementing these strategies, you don’t have to stop there. Here are some additional ways you can improve your product or service descriptions.

Images are proven to increase conversion rates. The best thing you can do is take high-quality pictures of your product or service in action. When you add the image next to your attractive description, the result will be more engaging than text alone.

Add Compelling Offers

To boost your sales, add an attractive discount offer, a money-back guarantee, or free replacement. Include this at the end of your product or service description as a final hook to prompt the reader to respond to your call to action.

These two ways of improving your product or service descriptions will help them perform much better, resulting in increased sales.

Before we finish up, let’s look at some examples of product and service descriptions to give you a better idea of how to write them.

Product Description Examples

When searching for a product of your choice on the internet, you’ll find thousands of links selling the same or similar thing. But you always stop on the description and image that capture your mind. That’s how a good product description works.

Nasty Ga l uses the “fun-loving girlfriend” tone for every description of their products on the entire site, even in the product titles. They call their high-heels “ Hey Sweet Thing Heels .” This tone is carried out throughout the site, even its name itself. Other products are titled “ Curse the Haters Heels ” and “ Settle the Score Crop Top .”

They’re selling products that can trigger impulse buying, and making their customers believe the products can improve their self-esteem. These sassy product titles and even sassier descriptions ensure that these are products that one woman would recommend to another.

An excellent example of a product description was shown by Sivana Spirit for their Natural Amethyst Ring . The description says, “ Wear this Natural Amethyst Ring to create a protective energy field around your body. Amethyst is believed to assist in transmuting the negative energies within… ” 

This description features “power words” rather than just simple statements. It encourages a customer to wear the ring not because it looks cool but because it helps you live a positive life.

Service Description Example s

The key to writing service descriptions to focus on the service’s need and its additional benefits and power to fulfill that need. Pay close attention to your tone, especially if you’re running a service business. You have to choose one tone according to your service and stick with it for the rest of your career.

While real estate agents select a tone that makes them sound trustworthy and committed, lawyers often use a technical tone to deliver an impression that they are knowledgeable and expert. 

Recently, a divorce lawyer on Facebook and Twitter went viral because of the humorous tone in his ads. 

He wrote, “ which one’s more disappointing, your marriage or last night’s episode of Game of Thrones? ” In another ad, he said, “ Get your mom what she really wants for a mother’s day, a divorce! ”

Focus more on the tone of the description when it comes to service and less on obvious, uncreative words like “professional,” “excellent,” and “expertise.” 

Better Product & Service Descriptions Means Better Sales

If you’re serious about improving your product and service descriptions, implement the tips we’ve covered in the article.

• Your descriptions will be clear and concise . By using simple language, a tone of voice that resonates with your customers, and a tested copywriting framework, your product and service descriptions will have a more significant impact on your target audience.
• You’ll build trust . Because your descriptions are easy to understand, your audience will find what you’re saying to be highly relevant. This will increase your audience’s trust in you.
• You’ll increase your conversions . The benefit of high-quality product or service descriptions is that they will directly impact your audience’s behaviour, turning many of them into customers.

That’s the bottom line. Well-written product and service descriptions result in more sales!

Maria Bustillos

María is an enthusiast of cinema, literature and digital communication. As Content Coordinator at HostPapa, she focuses on the publication of content for the blog and social networks, organizing the translations, as well as writing and editing articles for the KB.

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How to Write a Service Description

Your work speaks for itself. The time and energy you put into your services are clearly evident to your past customers. But what about your future customers? Do they know what you do and how they can book your services? Knowing how to write a service description can help your ideal customers find you by simply sharing what it is you do.

What is a Service Description?

A service description explains your business’s services, but it also does double duty as marketing copy. It explains the service you offer and how customers can purchase that service. A service description demonstrates what you do and how you do it. But more importantly, it shows customers why they should care — how your service solves their problem.

A well-written service description is a form of marketing because it provides the details customers need to understand why they need that service. A good service description explains the specific details about the service and the benefits a customer can expect from your service. All this information is important because it helps customers understand how your offerings are different from the other services on the market. Knowing how to write a service description can help your services stand out.

Even though service providers may be in different industries, the method for writing a service description has some universal components. Take a look at these steps and consider how you can convey them about your unique business.

Identify Your Target Customers

Your ideal customer is a specific type of person who belongs to a particular demographic. Knowing how to address people of that demographic in a way that appeals to them is crucial for your service description’s success. So, before you jump into writing what it is you do, think about who your customers are. What are their wants and needs? What separates them from someone who wouldn’t like your services? You can look at previous customers you’ve had, or if you haven’t had any sales yet, think about the type of client you’d love to work with.

Relate to Your Audience

When you know who your customers are, it’s much easier to connect with them. After identifying your target customers, it’s time to look at your services from their perspective. Instead of just explaining what you do, explain what you do in a way that would interest your target audience. The more you know about your customers, the easier this will be. If you struggle with thinking from their perspective, go back and think about your target customers some more. The more aligned your service description is with your potential customers, the more likely your customers are to choose your company over competitors.

Determine Your Format

After you’ve thought about how to align your descriptions with your customer, it’s time to think about how you will format them. For better searchability, it’s generally a good idea for each service description to be housed on its own page on your website. 

Once you’ve created the page, it’s time to format the actual description. Think about how your customer will see these descriptions. Having all the details in a paragraph is important, but would your customer be more likely to skim the high points in a bulleted list? Would using a combination of the two work best for your service? Whatever you choose, make sure all the information they need is there.

Be Specific

Using specific language helps your customers understand what you do. It also helps you avoid meaningless clichés in your descriptions. 

Every industry has jargon, and we’ve all seen website copy that reads like someone picked a handful of impressive phrases and mixed them in a word salad. You don’t want your service description to read that way. Avoid jargon because your customers may not know what it means.

Instead of using words that describe the work you do, focus on sharing details about your work that make it unique. For example, instead of “industry-leading,” list awards you’ve won. Instead of “high-end,” explain what it is about your services that give them that quality.

Build Trust

When you’re writing your service descriptions, think about how you can prove you’re capable of providing the service you’re selling. 

Every service provider has service descriptions. But the businesses that build trust with their customers can back up their claims before the customer makes a purchase. 

So, how do you provide evidence that you can do what you say you’re going to? You can share star reviews of your services. You can share how many customers have purchased the service in the description. You can even use a plugin on your site that shows when a customer makes a purchase so customers can see that other people are using your business.

Provide Testimonials

People often seek out suggestions before making a purchase. They want to know how the experiences other customers have had before they open their wallets. 

While your customers may never meet, you can always offer testimonials so your potential customers can see how past customers liked your service. 

To gather testimonials, simply create a survey form and send it out to past customers after you’ve finished working with them. The more you have, the more likely potential customers will trust you.

Important Things to Include in Your Service Description

Now that you know how to write a service description let’s talk about things you must include in your service description.

In your service description, make sure to:

• Outline the Audience’s Problem . After you’ve thought about your target customer, you should know what problems they’re trying to resolve with your service. Putting this information in the description will show how your service helps customers.
• Direct the Audience Clearly to the Next Step . Once you’ve shared the service description, make it clear what the customer needs to do to buy it, whether booking a discovery call, filling out a contact form, or simply clicking a buy button.
• Incorporate Your Brand Voice . Make it apparent that this service description is for your brand and not anyone else’s. Use the language and style your customers know and expect from you.
• Clearly Communicate Customer Benefits . In your service description, show how each service feature leads to a customer benefit. Your service can make their life easier or simply help them feel better, but you need to show that your services do that.
• Connect with Customer Pain Points . Since you know your target customer, show that your service can help them overcome a big pain point they have. This elimination makes your description more persuasive and enticing to a potential customer.

Let Content Journey Help with Your Service Descriptions

Knowing how to write a service description and the vital components to include is totally our thing. We love helping customers create service descriptions and pages and a content plan to build your visibility online. Contact Content Journey to learn how we can work together.

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How to Write Service Descriptions

6 minute read

According to SEMrush, product content is one of the top three most important factors for winning online sales. It’s second only to price and delivery time. Product content is the information on your site that explains what you sell and how it benefits consumers — when your product is a service, this content comes in the form of service descriptions.

What Are Service Descriptions?

Service descriptions are like  product descriptions . But instead of describing tangible goods, you’re describing the services that you provide, including what you do, some basics about how you do it and why people should care about the service.

How many service pages you have on your site depends on what you offer and how you want to market it. It also might depend on your content marketing budget. You definitely want to highlight your main services with their own description pages. Check out the table below for examples of the types of service pages you might see on various business websites.

How to Write a Service Description: 7 Tips

Once you decide how many service pages you need and what services you should highlight, it’s time to create the service description content. Check out some tips below for creating service description pages that are likely to perform in SERPs and convert consumers who arrive to your pages.

1. Scope Out the Competition in SERPs

Start by checking out the competition. Search your keywords and look at the pages in the top three spots. What are they doing and how can you do it better?

(Okay,  technically  you  start with keyword research  so you know what your keywords are. TBH, we’re assuming if you know you need service descriptions, you know you need keywords and keyword research.)

Matthew Rogers, a search analyst and senior editor at Mango Matter, says he analyzes service descriptions that are ranking in SERPs before creating his own. “I work on the premise that every page Google promotes on page one is there for a reason,” says Rogers, “and success can often be reverse engineered.”

2. Focus on Your Customer

But you can’t let analytics reign over your content at the expense of the consumer. Rogers notes,”The most difficult part of writing service descriptions is balancing the need to please the user while pleasing Googlebot.”

It’s not enough to shove the ranking keywords into your service description and show up high in the page rankings. Your content must also:

• Align with searcher intent
• Provide relevant, helpful information to the user
• Persuade the user to take the next action in the sales funnel

In addition to doing your keyword research, make sure you have a target consumer and that you understand their needs and preferences. That way, you can create content for your service description that speaks specifically to the target audience.

3. Use Feature/Benefit Writing

One of the best ways to speak to the consumer’s needs and desires is via  feature/benefit writing . This is common in product descriptions, and you should employ it in writing about services too.

Feature/benefit doesn’t just tell the consumer what you do. It tells them what you do for them (the feature) and why they should care (the benefit). Check out some example feature benefit pairs below to better understand this type of content.

4. Make Service Descriptions Scannable

No matter how great your feature/benefit copy is, most people will skip the entire page if you present your service description as a big block of text. It’s daunting and annoying—especially on mobile.

Instead, break your content up into scannable chunks by using subheadings, small paragraphs, bulleted and numbered lists, block quotes, call outs and images. Check out  our service page on article writing  for an example of friendly scannable content with plenty of white space.

5. Include Various Content and Media Formats

Remember that not everyone prefers text-based messaging, and some people engage much better with images or video. That means they’re more likely to remember your message later when it’s time to make a purchase. Incorporate various media formats by:

• Explaining services using videos and infographics
• Showing services in action in photos
• Integrating consumer reviews and testimonials to back up your claims

6. Don’t Try to Do Too Much With One Service Page

To perform in SERPs and with users, your service pages have to answer pretty specific intents and questions.

For example, someone looking for toilet repair  might  be interested in some basic information about new toilet installation—especially if it’s information to help them decide between a new item or repairing the existing one. But they probably aren’t going to want to read an entire page devoted to sinks.

Ensure your service page comprehensively answers the intent of the search regarding a service, but leave tangential information to its own page. You can certainly mention that you also install sinks, but instead of going into detail, link to your sink installation service page.

Plan out your service description pages ahead of time so you can ensure you cover all the most important services and that they each go on their own page.

7. Include a Relevant, Clear Call to Action

Finally, don’t leave the consumer hanging. Be specific about the action you want them to take to engage your services.

Include buy now, get a quote or contact us buttons—and do so where the consumer can  see  them. If they’re buried somewhere seven scrolls below the fold, they won’t do you any good.

You should also give a concise explanation of what the consumer can expect when they act. For example: They’ll call to schedule a free consultation or drop their email in a form and someone will contact them within 24 hours.

Get Professional Help Writing Service Descriptions

Service descriptions can be hard to write well as they rely on a balance of SEO and strong marketing copy. Contact Crowd Content to find out how our experienced copywriters can help you create service descriptions that perform in the search engines  and  convert consumers into customers.

ALSO –  How to Scale Your Agency By White Labeling Content Writing

Lisa Rohner

As Director of QA/Enterprise Production, Lisa is in the trenches of content marketing everyday. She manages large-scale projects for some of the web's largest etailers, ensuring they get high-quality results on time.

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Guide to writing compelling product and service descriptions

You may not realize how important your website’s product and service descriptions are to conversions, but it’s imperative that they’re appealing to potential customers. These descriptions are your opportunity to emphasize why your product or service is the right solution. Focus on the benefits to the user rather than just features or functions.

Writing the perfect product or service description isn’t easy. It’s part science, part creativity. You need to be brief while also offering a level of granularity that makes visitors think your solution could make their lives much easier.

Let’s explore some key ways that you can make your product or service description stand out and help you convert more visitors to customers.

What is a product or service description?

Let’s start with the basics. A product or service description can be defined as marketing copy that tells the visitor why they should buy. This description can include details, features, and benefits.

When developing product or service descriptions, put yourself in the position of a possible buyer. What would this person want to know? How can you highlight what makes you unique or what your competitors lack?

Many of these can be written by looking at the tenets of a unique selling proposition (USP). A USP is a specific factor or consideration of why your product is better. Its focus is on what’s unique. While your company as a whole may have a USP, each product or service should as well. Every detail that comes after the USP in the description should support it.

Why are these descriptions so important?

Ultimately, they can be the difference between a sale or no sale. In fact, an  ecommerce study  found that 20% of purchase failure is related to unclear or missing product information. No matter what you sell online, you have to make it clear what it is, who it’s for, and why it matters to them.

With better descriptions that are strategic in nature versus written off the cuff, you could see an increase in your conversions.

Focus on your ideal buyer

If you write a description with the masses in mind, it won’t speak to anyone. It’ll be too general. The most successful descriptions are written for your ideal buyer and almost seem personal.

Frame it as a conversation you'd have with the buyer. Ask and answer questions so the buyer gets the information they need. It’s also important to use the second person or “you” within the content, so it feels personal. You might start by imagining exactly what you’d say to a buyer if you were talking to them in person about a product or service.

This, of course, works best if you have a complete buyer persona and understand the needs, wants, challenges, and objections of a buyer. Focus on the type of language they’d use to describe their problem.

Let this inform what you write so it resonates with your audience. If they think you get them, they’ll be more likely to want to hear more.

Engage buyers with benefits

As mentioned earlier, it’s a good practice to think about benefits in your descriptions rather than just features or functions. At the end of the day, your copy should tell a buyer how much better this product or service is going to make their job or life.

You’ll also find that when you begin to write the description, you have some bias. You know exactly how it works. But your customers don’t!

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How to write a product description that sells (+ 11 examples)

A product description is copy that tells customers about the features of an offering. Its purpose is to help buyers understand why they should purchase the product. Effective descriptions generate sales by explaining the product’s unique value proposition as well as how it solves a frustrating problem.

Why are product descriptions important?

The buyer’s decision-making process initiates long before he or she arrives at your product pages. Whether you’re selling consumer products or business services, your target customer has likely encountered a problem and is looking for a solution.

A weak product description can be the Achilles heel of a marketing campaign.

Marketing assets like traditional advertisements, social media campaigns, blogs and videos generate awareness of your brand and drive readers to your ecommerce website or store. At that point, your product descriptions take over and perform the heavy lifting. It’s the product description’s job to get the buyer over the last hurdle.

A weak product description can be the Achilles heel of a marketing campaign. All of the other assets can work perfectly, but an uninformative product description can derail everything at the last minute. In fact, 98% of shoppers have stopped mid-way through a purchase because content on the page was incomplete or inaccurate.

Your marketing campaigns should increase interest in your offerings, while your product descriptions reinforce trust in your brand. Missing information, spelling errors, bad product photography and similar blunders can quickly erode trust in your brand. On the other hand, polished product descriptions make your company look legitimate and professional. You need that trust to make sales.

How service descriptions support B2B marketing

Marketers who are in the business of selling intangible services face a unique challenge. How do you describe something that has no physical form? What type of imagery do you use to showcase a service with little to no observable features?

Service descriptions can be more challenging to write, but they follow a pattern similar to descriptions of products. Namely, their purpose is to help buyers make a final decision.

If your organization has a sales team, there’s a good chance you already have everything you need to craft effective service descriptions. It’s best practice to align your descriptions with your sales pitch. This creates consistency for your buyers and ensures your sales team isn’t thrown off guard by an unfamiliar claim.

Service descriptions help to convert customers by showing them the solution to a challenge. For example, if buyers are looking for accounting services, they may want to know things like what types of reports the firm can produce, how frequently they will be available for consulting, etc.

Many of the best practices described below will apply to service descriptions. Always keep in mind the customer’s goals when describing the products or services you provide.

11 product description best practices that increase sales engagement

Effective product descriptions not only give customers information about the offering but also deliver psychological appeals. According to Harvard Business School professor Gerald Zaltsman, 95% of purchase decisions take place in the subconscious mind .

As you write product descriptions, pay close attention to the types of words and phrases you use. Action verbs and active phrasing are key to driving buyer behaviors. In addition, you’ll want to write unique descriptions for each of your products to avoid getting penalized for duplicate content on your site.

95% of purchase decisions take place in the subconscious mind.

Measure your descriptions against these 11 best practices to ensure they lead to the results you’re looking for:

1. Write with your ideal buyer in mind

To write a persuasive product description, you must understand your target audience. Refer to your buyer personas as you develop the marketing copy that will go on your product and service pages. This will help you understand which features and benefits appeal to the people who are most likely to buy from you.

Ask yourself these questions about your customers as you develop your descriptions:

• How will our customers find this product page?
• What problem are they trying to solve?
• What do they already know about our product?
• What benefits and features will they find most interesting?

As Seth Godin explained , one of the main goals of your marketing efforts is to help your loyal customers learn how to talk about your products with their friends and acquaintances. How can your product descriptions help them to spread the word about your offering?

Example: KitchenAid

KitchenAid demonstrates its understanding of buyer challenges by highlighting key benefits in the description of its stand mixer. Several of the bullet points describe use cases that the reader will easily relate with.

2. Avoid obvious statements

An effective product description should certainly contain a description of your product – but try to avoid the obvious. If you sell shoes, for example, you probably don’t need to explain that your products are garments designed to protect the customer’s feet from the ground.

We call these “water is wet” statements. They’re obvious facts that the reader should understand intuitively. If someone reading your product descriptions doesn’t understand these essentials, they probably aren’t yet ready to buy. You can use other types of marketing content like blogs and infographics to get them up to speed before they return to your product pages.

Example: Police Dog Pet Costume

This description for a police costume for a dog describes the costume as resembling a police uniform. It’s a bit redundant, don’t you think?

3. Be careful with superlatives

If your product is the easiest, the most advanced or the best in the world, then by all means tell your customers about it. But make sure you can back up your claims. If your claims are overly bold, skeptical readers will likely roll their eyes and walk away.

You could walk from Manhattan to Brooklyn and see half a dozen or more pizza shops that claim to offer the best pies in the city. Some even claim to be world famous. Not only are these types of statements unverifiable, but they’re also easy to refute. Ask anyone in Iowa City if they’ve ever heard of Di Fara Pizzeria and you’re likely to get more blank stares than salivating mouths.

If you’re going to claim to be the best, the most intuitive, the most affordable or any other superlative, make sure you have the data to back up your claim.

Example: Titleist

This product may be simple, but Titleist knows it’s speaking to dedicated golfers, not just casual enthusiasts. Its description uses strong, evocative language because it’s claiming to be the best on the market.

4. Appeal to your buyer’s senses

Creative writing helps buyers to imagine themselves using the product before they make a decision to buy. Evoke the five senses in your writing to spur these leaps of imagination. Expressive language elevates your product descriptions from bland characterizations to enticing depictions.

For example, clothiers selling to the fashionable crowd may describe how their outfits hang comfortably from the wearer’s frame. A maker of handcrafted fountain pens might describe how smoothly the nib distributes ink across the paper.

Spend some time using your product and make notes about the sensations you experience. How does the product make you feel? Which of your senses are involved in the experience? Work these impressions into your copy.

Example: David’s Tea

In a photo, dried tea leaves don’t look like much. David’s Tea uses product descriptions that prompt readers to imagine themselves taking a sip and inhaling the delicious aroma.

5. Tell your brand story

Every piece of marketing collateral you produce has a place within your brand story, and your product descriptions are no exception. Like any good story, the narrative of your brand should evoke an emotion in your customers.

Within your product descriptions, your brand story will likely relate to the overcoming of a challenge. As customers near the point in their journey when they’re ready to make a purchase, they’re likely anticipating how the product will make a change in their life. Your marketing copy should confirm that feeling and add to it.

Remember, you are not always the author of your brand story. Your customers are just as responsible for the direction your business takes. Find ways to include the customer in that journey and you’ll have a strong product description.

Example: Red Wing Shoes

Red Wing Shoes has been around since 1905, and the brand injects all of its marketing with those decades of experience. This product description calls on the craftsmanship of a bygone era to describe this modern product.

6. Align your descriptions with other marketing efforts

Product description writers shouldn’t work in a bubble. In fact, everyone working in marketing and sales should be on the same page when describing product benefits.

Look through your recent marketing campaigns and pull out the appeals that have worked well. Your product descriptions should confirm the findings laid out in your blogs and conform with the data you present in your infographics.

Customers will likely encounter your brand several times before they decide to purchase. If they see discrepancies between your ad campaigns, they may think twice about handing over their hard-earned cash.

Example: Squarespace

Squarespace aligns its traditional advertising messages with the copy found on its product pages. In the ad example, Squarespace claims that its websites can help businesses stand out in the marketplace. In the description example, the brand extends the claim by showing how its SEO tools increase brand awareness.

7. Provide social proof

When customers see how other buyers have benefitted from a product or service, they’re more likely to make a purchase. Including social proof such as testimonials and case studies in your product descriptions can nudge customers in the right direction.

For example, you could include customer snapshots of their purchased products in addition to your polished imagery. This can help potential buyers to imagine themselves using your product. In addition, some customers will always take marketing copy with a grain of salt. Social proof helps these customers see how your offerings perform in the real world.

Example: The Bullet Journal Method by Ryder Carroll

This example follows a tried-and-true method of social proof that book sellers have leveraged for decades. Above the description, in bold text are those coveted words: “New York Times bestseller.” Clearly, many people have already benefited from the advice within the book.

8. Optimize your text for readability

The length of your product description will depend on the offering and the assumed level of knowledge possessed by your target audience. Whether you need just a few sentences or a couple of paragraphs, you should ensure your descriptions are scannable.

Use bullet points, short paragraphs and bolded words to help potential buyers find the information they need immediately. If you need to go into detail about several aspects of your product, then consider writing a brief summary followed by more detailed paragraphs.

Example: GreenWorks

It’s just the facts in this scannable product description. Potential buyers are probably comparing several different mowers based on price point and features. This description clearly lays out the most important details to help customers make their purchase decision.

9. Don’t forget about SEO

Written product descriptions have two audiences: humans who will buy your products and search algorithms that will help humans find your product pages. Placing keywords in your product descriptions can help them to rank higher on search engine results pages (SERPs), as well as site-specific search results, such as on the Amazon marketplace.

Try to include one keyword in your product titles and one or two more in your bullet points. Think about the search queries that users might use to find your product and use similar language.

Check out our complete Amazon SEO guide to learn more.

Example: Bose

The product title for these headphones contains several keywords that potential buyers might search on Amazon. This way, a single description can capture buyers looking for Bluetooth-enabled products, noise-cancelling devices or headphones equipped with digital assistants.

10. Use a mix of media

Effective product descriptions are accompanied by enticing imagery. Use high-definition pictures and videos to support the claims made in your copy. For instance, if you can claim that your product makes a process more efficient, show this advantage in action.

For many shoppers, seeing is believing. The more concrete proof you can provide to support your claims, the better. This is also a great opportunity to repurpose some of your other marketing materials. For instance, if you have recorded a product demonstration, cut it up into short clips or gifs to display on your product page.

Example: Milk Bar

Milk Bar uses a combination of photography, high-definition gifs, illustrations and text to describe its birthday cake offering. Each piece works in tandem to appeal to the reader’s senses as well as their need for a quality product. Potential buyers have everything they need to make a decision.

11. Conduct split tests

Even the best marketing writers don’t create perfect copy the first time around. There is simply too much to know about your target audience. No matter how much prior research you conduct, you’ll likely miss something important.

So what happens when you have two or more great ideas, but you don’t know which will drive the most sales? That’s where split testing comes in. Using a tool like Google Optimize or enterprise email marketing platforms , you can test multiple versions of your copy and measure the results of each to determine which is best.

You might find that a certain turn of phrase leads to more conversions than another. But you won’t know until you test them both.

Repurposing descriptions as marketing collateral

Product descriptions should fit nicely into your content repurposing workflow . If you follow the best practices above, each of your descriptions will be a highly optimized summary of everything customers want to know about your offerings.

The next time you’re stuck for an appeal when creating new content, you can turn to your product descriptions for inspiration. In addition, the alignment between your product pages and content marketing will help steer potential buyers in the right direction.

By repurposing your product descriptions, you can extend the reach of your content and ensure that new buyers are exposed to your products’ features and benefits.

Alexander Santo

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Alexander Santo is a Brafton writer living in Washington. ​He enjoys searching for the perfect cup of coffee, browsing used book shops and attending punk rock concerts.

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How to Write Service Descriptions That Make People Want to Buy Your Services

Jason Lava | Sr. Content Writer |

Any business owner needs to know how to write a description of a service that makes customers want to learn more. But it might be hard to write service descriptions that are both useful and compelling. Because of this, we’re here to help. This blog post will show you how to develop descriptions of your services that will make people want to buy them. We’ll talk about crucial things like how to identify your audience, how to find your customers’ pain areas, how to use lists and headings, and how to add testimonials. By the end of this article, you’ll know how to develop descriptions of your services that stand out and make potential customers want to act. You can also get aid from a good content writing agency if you want to develop better service descriptions.

What is a service description?  

It’s a type of marketing copy that tells visitors why they should buy a product after they read important information about the product’s details, features, and benefits. For a better description, write what you would want to know if you were a website visitor. Do some in-depth research on your competitors to find out what they’re missing and what makes you different.  

About 90% of people who shop online do research on a product before they buy it. Every customer wants to know as much as possible about the products. So, I’m going to give you an overview so you can write descriptions that work well.

What is the Importance of Service Description?

A service description is important because it allows people to know what they are getting into when they buy an item. If you have never used a product before, then it would be very helpful to know how to use it right away. This can help them get the most out of their product or service in the long run and save them time and money.

How to Write a Service Description

Here are 9 things from the experts at content writing services to think about when writing descriptions of your services for your website:

Know Your Audience

You should think about who your buyer personas are before you even start writing content for your website. Think about what makes them want to buy, what problems they want to solve, what might stop them from buying, and what will make them choose you. HubSpot has a great template that you can use to organize your research on your customers and make your own buyer personas. Then, you can use these buyer persona outlines to help you write service descriptions that are all about the customer.

Avoid industry jargon  

Don’t forget that not everyone knows as much about your business as you do. Use the words that your customers would use to describe what they need, not what you think are the “right” words. This is also what they will type into search engines. Keep things simple. Your readers don’t need to know the ins and outs of technical details of how you work. They just need to know that you’ll get them what they want.

Find The Pains of Your Customers

Using what you know about your personas, figure out what your customers’ biggest problems are and how your services will help them solve them. This will help you make a more convincing pitch because the reader will see right away how your service is the answer they need.

Talk to the person reading. Engage with them by making them the center of attention instead of your company. Use “you” and “your” instead of “we,” “I,” or “us” in your sentences.

Use lists and headings

We already know that people scan web pages, so make sure your services are easy to understand so that your readers can get all the important information. Use subheadings to break up the text. Readers will scan these to find information that is important to them, and then they will read the information under these headings.

Putting important information in bullet points keeps it from getting lost in the middle of a paragraph.

Using whitespace to help readers find their way around the page and make sure they don’t get lost in big blocks of text.

Features vs benefits

Make a list of the features of your services and how they lead to benefits. A benefit could be something you help your customers get or something you help them stay away from. In other words, how will the customer feel after using your service? What will they get out of it? Think about how your service makes their life better, easier, cheaper, or more fun, and use that to make your text more appealing.

Include a testimonial or case study

Consider putting in a quote or short testimonial from a customer who has already used your services and liked them. This shows your leads real-life examples of how you can help them reach their goals and shows that you can do what you say you can do.

For example, if you are a copywriter, you might do things like write blogs, on-page SEO, online articles, etc. as part of what you do. But your client would get more web traffic, more credibility, and better search engine results if they did these things. Do you get it?

Provide specifics

How many times have you seen the words “leading [provider]” or “your city’s best [service provider]”? Who, exactly, says that? Read over your descriptions again and underline any phrases that sound too common. What can you say instead that makes your offer more real and believable? Use deliverables that are based on facts and cut out the fluffy marketing talk. For instance:

Instead of saying “efficient service and fast turnaround times,” you could say “All inquiries are answered within 24 hours.”

Instead of saying, “We help our customers do X, Y, and Z,” you could say, “For the past ## years, we’ve helped over ## companies earn an extra $##.”

The case is much stronger!

Make a page for Each Service  

If you want to improve your SEO, you might want to give each of your services its own page on your website. This lets you change the URL, page title, headings, and keywords on each page, making it more likely that you’ll show up in search engine results for those terms.

Should I set prices or not?  

There are a few things to think about when deciding how to show prices on your website, but in the end, it all comes down to what you like and what works for your pricing model. Many people like it when you put the prices up front, and it also helps you get rid of people who aren’t ready to make an immediate financial investment. But we know that prices can change quickly, so it’s not always possible to show exact prices.  

You may also not want to share this information with customers and competitors. In either case, make it easy for people who are interested in your services to get in touch with you on your services page. This can be done by giving clear contact information.

Remember to write your product descriptions like a sales pitch. This could be the first time a potential customer sees your business, so what do you want them to think? What would you tell them in person to convince them to use your services? You put that on your website, right?

Summing Up  

In the end, a service description is one of the most important ways to tell potential customers about your products and services. By writing service descriptions that are detailed and convincing, businesses can get leads and, in the end, make more sales. If you use the tips in this blog, you’ll be able to write service descriptions that engage your audience and get them to buy. So, let’s jump in and start writing interesting service descriptions or hire professionals from content writing company .

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Top Service Description Examples You Should Explore

Table of Contents

The way you write your product or service descriptions has a direct effect on your sales figures. However, many small business owners pay little attention to product or service descriptions.

Although your product or service descriptions have a direct impact on your sales figures, many small business owners give them little thought. Most websites, such as online stores, have product descriptions with walls of text that provide the most basic details.

Descriptions are occasionally verbatim copied from the manufacturer’s website. Any company that sells goods or services online should steer clear of that strategy because it will decrease sales.

Customers abandon purchases because of “incomplete or unclear” product or service information. That’s why we dedicated this article to show the best service description examples you can find on the Web.

What Are Service & Product Descriptions?

Simply put, a product description is marketing copy or text that explains what a product is all about and why it is valuable. Product descriptions serve two purposes: they inform customers about key product details and persuade them to purchase the product.

Product descriptions should mention your product’s problems, its value to customers, and what sets it apart from the competition.

We must consider services and products separately because of their significant differences, especially in startups. A service description contains details about the service, how it is delivered and used, and the advantages users will enjoy.

A service’s functional and non-functional attributes, like interfaces and usage, are in the description. These elements differ between services in terms of both functionality and non-functional attributes.

Importance of Product & Service Descriptions

Customers in today’s tech-savvy market demand comprehensive information about any new good or service they are thinking about purchasing.

Clearly, product and service descriptions are important. However, why is the question?

They emphasize value. The only thought that crosses a customer’s mind as they consider acquiring what you have to offer is, “How will this benefit me? “A potential customer may be persuaded to make a purchase if your description provides an answer to that query.

They outline the advantages. Every good or service has characteristics that are closely related to its advantages. A strong description highlights these advantages and makes people want your goods or services more.

They highlight your distinct selling point. What distinguishes your goods from those offered by rival companies? A strong description must make this difference crystal clear to your audience in order to stand out from other, comparable alternatives.

Simply put, a great product or service description is essential because it will address the most important inquiries about what you sell. Customers can more easily decide whether to buy as a result.

Your top priority when writing a product or service description should be to keep it as simple and direct as you can. It’s inappropriate to make jokes, use ornate language, or flaunt insider jargon in these situations.

You’ll be able to communicate with your audience more effectively and increase sales by using clear and concise descriptions.

Service Description Writing Tips

Analyze the competitors first. Look up your search terms and the top three pages that come up. How can you improve upon what they’re doing? Recall that frequently, success is reverse-engineered.

However, you cannot let analytics rule your content at the expense of the reader. The most challenging aspect of writing service descriptions is striking a balance between user and Googlebot satisfaction.

For your service description to rank highly on the page, it is not sufficient to cram the top-ranking keywords into it. In addition, your content must also match what the searcher was looking for. It should also give the user information that is to the point and useful.

Finally, it should encourage the user to complete the next step in the sales process. You must have a target consumer and that you are aware of their needs and preferences in addition to conducting keyword research. In this manner, you can produce content for your service description that speaks directly to the intended market. You can produce content for your service description that speaks directly to the intended market.

Writing features and benefits is one of the best ways to speak to the needs and preferences of the consumer. This is typical in product descriptions, so you should use it when writing about services as well.

More Service Description Writing Tips

The consumer not only knows of your capabilities by a feature or benefit. We explain the feature and benefits, along with what you do for them and why they should be interested.

If you present your service description as a big block of text, most people will skip it. Especially on a mobile device, it is intimidating and annoying. It’s daunting and irritating—especially on mobile.

Use subheadings, short paragraphs, numbered and bulleted lists, block quotes, call-outs, and images to divide your content into scannable chunks instead. It’s important to keep in mind that not everyone prefers text-based messaging; some people interact much more effectively with images or video. As a result, they are more likely to remember your message when it’s time to make a purchase. 

Service Description Examples

Roofing service example.

Let’s say you are writing a description for a roofing service:

We’re a family business here in Mike Derrick Roofing, and together we offer more than 60 years of experience in the business. We know how roofing works, and we can help with all of your roofing needs. Have leaks, or missing shingles, call us, and we’ll start building!

Mechanic’s Shop Service Description Example

At Tony’s Garage, we won’t charge you anything your car doesn’t need! We’ll show you the damages and show you what we need to do! With us, you can feel easy that we ain’t going to rip you off! Our repairs come with a six-month guarantee, and if it breaks again we repair it for free! Tony’s Garage — Quality Care For All Types of Cars. Learn more by going to our FAQ page or asking us directly! We’re Open every day, Including Sundays, Except For Major Holidays! 

In Conclusion

A service description is a description of a service or product. A product with a service description is a product that is designed to work with a particular service. For example, a service description for a mechanic’s shop might include details about the qualifications of the mechanic, services provided, warranty period, and more. The service description usually contains a short paragraph of what the service entails , followed by a list of benefits for customers. Again, different service description examples will entail different information. However, you should focus on giving specific information to buyers. All professional vendors or service providers should at least try to write their own service descriptions.

We hope our service description examples have helped you create your own service descriptions. If you need more service description examples, let us know, and we’ll help you out!

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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How To Write a Product Description (Examples + Template)

Struggling to write compelling product descriptions for your store? Try these expert copywriting tips to inform, persuade, and boost your sales.

Ever dismissed product descriptions as unimportant? Assumed that as long as the information on your product page is accurate, you’re good to go? It’s time to think again.

Product descriptions are more than a summary of what you’re selling. Written correctly, they can boost your store’s conversion rate and make your products seem more valuable. The right words can even make customers happy to pay more.

Here’s how to make product descriptions work harder for your ecommerce business .

Let Shopify Magic write product descriptions for you

Ever wished a product description would write itself? With Shopify Magic—Shopify’s artificial intelligence tools designed for commerce—it will. Create product descriptions in seconds and get your products in front of shoppers faster than ever.

What is a product description?

A product description is a piece of marketing copywriting that tells people what a product is and why it’s worth buying. Beyond a list of product details or features, descriptions tell a story about what makes a product special and persuade customers to make a purchase.

Product descriptions can vary in length, style, and format, and may be written in a brand’s unique voice.

What makes a good product description?

A well-crafted product description can significantly impact sales, customer satisfaction, and brand reputation by performing a dual purpose:

• It informs customers about product details, such as its features, uses, and benefits. This helps customers understand what the product is and how it works.
• It convinces customers of the product’s value. This is where the persuasive power of a product description comes into play. It answers questions like, “What problem does a product solve?” and “What makes it better than the competition?”

By addressing these points, a good product description paints a clear picture of a product’s value proposition . It highlights the unique benefits and advantages that set a product apart from its competitors.

Good product descriptions move buyers through a sales funnel , turning them from interested browsers to motivated buyers, making them more likely to hit the Buy button.

How to write compelling product descriptions that sell

Many online stores list the features of their products and call it a day. While clear information about your items is important, you also need to tell people how a product can help them. 

Let’s look at how you can create descriptions that capture your product’s value:

• Speak to your ideal customer
• Highlight benefits, not features
• Avoid generic phrases
• Support superlatives with facts
• Feed customers’ imagination
• Tell your product’s story
• Use sensory language
• Add social proof
• Make descriptions scannable
• Set and measure KPIs

1. Speak to your ideal customer

When product descriptions are written with a broad audience in mind, they can become vague and fail to resonate.

To make your descriptions engaging, speak directly and personally to your target audience. Anticipate and answer product-related questions as if you were having a one-on-one conversation, using language and terminology that resonates with your ideal customer. That includes using the word "you."

Take a look at how The Oodie , an apparel retailer, harnesses this approach in the product description for its I Love Plants Oodie.

I Love Plants Oodie product description:

“Can’t stop buying plants? Unbeleafable. Don’t worry—us too! Cover yourself in your favourite obsession in our NEW I Love Plants Oodie! For every I Love Plants Oodie sold, one tree is planted across the world.”

When writing product descriptions for your ecommerce business, start by visualizing your ideal customer. What kind of tone do they appreciate? What vocabulary are they familiar with? Are there certain words they dislike? What questions might they have?

Think about how you would communicate with your ideal customer if you were selling your product face-to-face in a physical store. Then, try to incorporate that language into your ecommerce site. This approach can help create an online conversation that resonates more deeply with your customers, making them feel understood.

2. Highlight benefits, not features

While it’s natural to be excited about the unique features of your products, potential buyers are more interested in how these features will benefit them. They want to understand how your product will solve their problems or enhance their lives.

Writing an effective product description, therefore, requires highlighting the benefits of each feature—addressing any uncertainty or cognitive bias around the helpfulness of your product. A good example of this approach comes from Dr. Squatch , a company that sells natural soaps for men.

Pine Tar soap product description:

“Made with real pine extract, this all-star bar is as tough as a freshly cut bat. A true MVP of the shower, this heavy-hitter knocks out grime with its gritty composition and ultra-manly, woodsy scent. Toss in the exfoliating oatmeal and the super-soothing shea butter, and you’ve got a bullpen of natural ingredients that will strike out any stink.”

Dr. Squatch’s product page places the ingredients list of its Pine Tar soap on a hidden tab, choosing instead to lead with a description, which paints a vivid picture of the experience of using the product.

The description suggests that the soap performs its function (to clean) in a way that’s specifically suited to its target customer (men looking for a natural yet heavy-duty bathroom product). 

When writing product descriptions, consider the benefits of each product feature. How can your product make your customers’ lives better, easier, or more enjoyable? What problems does your product solve? Remember, you’re not selling a product; you’re selling an experience.

Dr. Squatch’s description also uses a brand-relevant extended metaphor (baseball) and overtly masculine adjectives (“tough,” “woodsy,” and “gritty”) to appeal to its target audience. Fine-tuning your copywriting in this way can help your product resonate.

3. Avoid generic phrases

When you’re unsure what to say about a product, writing descriptions can get challenging. It’s tempting to resort to general, overused phrases such as “effective” or “high quality.” However, clichés fail to impress potential buyers. They’ve heard these claims before, and they don’t provide unique or persuasive information about your product.

To avoid banalities, be as specific as possible in your copywriting.

Take Beardbrand , for example. Instead of making broad claims about the effectiveness of its products, it provides detailed reasons why its Best Sellers Bundle is so popular.

Beardbrand Best Sellers Bundle product description:

“ A do-it-all beard wash, hair shampoo, face wash, and body wash in a massive 14 oz. bottle. Formulated with hydrating, coconut-derived surfactants, this wash is gentle enough for your beard, hair, and face yet strong enough to wash everywhere else.

“Life is hard; soften up with this do-it-all beard and hair conditioner featuring an ultra-moisturizing punch of coconut oil and shea butter. Utility Softener doubles down as a hydrating shave lotion that helps reduce razor burn and irritation.

“An award-winning blend of jojoba, abyssinian, castor, and babassu oils makes Utility Oil the only oil you’ll ever need. Use this lightweight, moisturizing blend as a beard oil, hair oil, skin moisturizer, face serum, and pre/post-shave oil.

“Finish off your grooming routine with Styling Paste — a medium hold, satin finish styling aide for hair and beard. It locks in your look while leaving hair soft, flexible, and touchable for a natural, flowing, and reshapable style.”

Detailed descriptions like these serve multiple purposes. First, they add credibility to your products. By explaining the specific benefits of each product, you show potential customers that you know your products well and believe in their value.

Second, detailed descriptions help customers visualize how they’ll use the products. By painting a clear picture of the product experience, you help customers understand exactly what they’re buying and why it’s worth their investment.

Lastly, detailed product descriptions build trust. When you can speak with authority about the granular details of your products, customers are more likely to trust your brand.

💡 Once a product description has enticed a customer, Beardbrand uses a subscription model to generate recurring revenue from them.

4. Support superlatives with facts

Superlatives can sound insincere in product descriptions—unless they are substantiated with clear evidence. If you claim your product is the best, the easiest, or the most advanced, you need to provide specific reasons why.

An example of this product-writing technique can be seen in the product description for Casper’s Wave Hybrid Snow mattress .

Casper Wave Hybrid Snow mattress product description:

“Our most supportive mattress paired with Snow Technology for continuous cooling all night long. Here’s how The Wave Hybrid Snow unlocks your deepest and coolest night’s sleep—for even better tomorrows:

“Foam is divided into continuous ergonomic zones to provide maximum support and spinal alignment. Our most advanced solution to nighttime overheating keeps you 6° cooler all night.”

While Casper makes the bold claim that its product can unlock your deepest night’s sleep, it backs up the rhetoric with factual evidence. The product description explains how “Casper Labs testing” has verified mattress performance. Additionally, Casper offers a 100-day free trial period to show confidence in its product and allow customers to verify the claim for themselves.

If your product really is the best in its category, provide specific proof. Otherwise, tone down your product copy —or quote a customer who can provide a positive subjective opinion.

5. Feed customers’ imagination

Research proves that physically touching a product in a store can create feelings of ownership and increase the likelihood of a purchase.

So, how can you recreate that effect online, when your customers can’t physically interact with your products? High-quality product photography and videos can help—but there’s also a powerful ecommerce copywriting technique to increase desire: let your reader imagine what it would be like to own your product.

Notice how Todd Snyder applies aspirational content, in the form of a tagline and hero image, to promote its Spring clothing collection.

Clothing collection tagline:

“Dreaming of the Amalfi.”

Todd Snyder transports website visitors to the Amalfi Coast in Italy, a place associated with luxury, chill vibes, and classic style. The image helps link Todd Snyder’s clothing collection to the dreamy lifestyle you’d find in this famous Italian spot.

To practice this copywriting technique, start a paragraph with the word “Imagine” and finish it by explaining how your readers will feel when they own your product. Then, use what you’ve generated to write an aspirational tagline in your brand’s voice.

Let’s say you’re selling an espresso machine called the Barista Pro. First, you might create this imagined scenario:

Imagine stepping into your kitchen, the sun peeking through the windows. You pull a perfect cup of coffee from your Barista Pro and experience the rich aroma of a freshly brewed latte. You feel satisfied and energized.

From that scenario, you can craft a product tagline:

Start each day with an extra shot of joy.

6. Tell your product’s story

One effective way to create engaging product descriptions is to tell the story of your product. A well-crafted narrative can make your product more relatable and memorable, helping it stand out in a crowded marketplace.

A product’s story can include the inspiration behind its creation, the challenges faced during its development, or the impact it has had on customers since launch.

When crafting a product story, consider the following:

• What inspired the creation of the product?
• What challenges were faced during development?
• How does the product reflect your brand’s values or mission?
• What impact has the product had on customers’ lives?

7. Use sensory language

Sensory language refers to words that describe how we experience the world: how things taste, smell, look, feel, and sound. By using sensory words in your product descriptions, you can help customers imagine what it’s like to own your product.

When you use sensory language in your product descriptions, you’re not just making your products sound more appealing—you’re also engaging more of your customers’ brains. A recent study has shown that social media influencer posts can generate higher engagement when they contain sensory words like “crumble” and “juicy.”

Another study revealed that exposure to tactile verbs (e.g., “touch”) can prime your brain to react as if you’re actually touching an object.

When writing your own product descriptions, think about how your product engages the senses. Whether it’s the “crisp” sound of a new keyboard, the “smooth” feel of a luxury fabric, or the “bright” flavor of a fresh fruit, sensory language can make your product descriptions more engaging.

8. Add social proof

When potential customers are unsure about buying a product, they often look for advice from trusted sources. While you can provide reassurance through high-quality product descriptions and other on-page tactics, you can’t be a neutral third-party.

This is where customer reviews and industry testimonials come in. Social proof is the idea that people are influenced by others’ actions or opinions. Examples of social proof include a comments section, customer reviews, quotes from professional critics and review sites, or mentions from mainstream newspapers and industry magazines.

Athletic wear brand Gymshark includes detailed customer reviews on each product page. They go beyond a traditional star rating system by including six relevant and easily understandable review criteria, such as “comfort” and “squat proof.”

Asking customers to review specific product features is a simple, effective way to show that you understand what your customers care about.

If you don’t have enough customers to host an active review section, consider allocating some of your marketing budget to sponsored content about your product in a relevant, well-known publication.

At the very least, you can include images of people using your products to create the impression that your product is popular and trusted. Seeing others use and enjoy a product can reassure potential customers that they’re making a good choice.

9. Make descriptions scannable

Does your website design encourage visitors to read your product descriptions?

Consider how Kettle & Fire presents its product information. The brand uses eye-catching icons, simple dropdown tabs, and bullet points to make the content easy to scan.

Visitors can quickly scroll through the page and understand pricing, key benefits, ingredients, usage recommendations, customer reviews, and the brand’s values, all within a few seconds.

Kettle & Fire also organizes information based on what customers care about most. Different categories of information are separated by contrasting background colors, providing an instant visual guide.

Keeping your product descriptions clear and easy to scan makes them more reader-friendly and appealing to potential customers.

Here are some visual ideas to make your descriptions more scannable:

• Use headlines: Grab your visitor’s attention with compelling headlines.
• Use bullet points: Break up information into easy-to-read bullet points.
• Use white space: Don’t be afraid of white space. It can make your content easier to digest.
• Use a readable font size: Using a bigger font size can improve readability.
• Use high-quality product images: Well-designed and placed images can convey a lot of information quickly.

10. Set and measure KPIs

The aim of a product description is to convince a shopper to buy. But how can you tell if your descriptions are doing their job?

Here are some common key performance indicators to monitor on your product pages. They can indicate whether your product descriptions are working:

• Conversion rate tells you how many page visitors you converted into leads or customers.
• Cart abandonment rate shows how many shoppers put an item in their cart but left without buying. All stores deal with cart abandonment, but if this KPI is poor, your product descriptions and checkout process may need some work.
• Return rate highlights how many products are being returned . If it’s high, it could mean that your product descriptions or images aren’t accurately representing your products.
• Support inquiries . If you’re getting lots of questions about a product through email or a live chat feature, it could mean that the product description isn’t clear.
• Organic search engine rankings directly correlate with the amount of traffic entering your website. Good product descriptions help with search engine optimization and make your products show up in search results, leading to more visitors and sales.

Once you’ve picked which KPIs you want to watch, consider running some tests to see if you can optimize your product descriptions. A popular type of test used to iterate descriptions is A/B testing . This involves making a new version of your product description and serving it to a subset of your audience, allowing you to compare the performance of each version in real time.

You can run multiple A/B tests to fine-tune your product descriptions, until they are fully optimized for your KPIs. Try an app like OptiMonk to run tests on your Shopify store.

Product description template

Even if you’re using AI to write great product descriptions , you need to consider the features and benefits of each product individually. Every product serves different needs, and every set of potential customers has distinct buying triggers. 

That said, it’s possible to take a similar approach to writing product descriptions across your store, by developing a product description template containing open-ended prompts. 

Try developing a template with two sections: a brainstorming section followed by a draft description section.

Product description brainstorm

Answer these questions for each of your products to develop unique, relevant information that you can craft in to a product description:

• Who’s the ideal customer for this product? Knowing who your product is for is foundational to writing a good description.
• What are the products’ basic features? Collect dimensions, materials, functions, care instructions, and other factual details about the item.
• When should the product be used? List the intended use cases for your product. Highlight the ideal scenarios for when a customer should use your product.
• What makes the product special? Think about the unique benefits of your product and why it’s better than similar offerings from competitors. 

Product description draft

Once you’ve collected your product information in a document, use the following template to draft your product description.

• Write an attention-grabbing product title: Keep your copy short and simple while communicating a product use or benefit. For example, if you’re selling a patterned yoga t-shirt, you could call it the Fleck Studio Shirt.
• Craft a short paragraph: Turn your product information into an entertaining description that tells a clear story. For example, you could describe a scene in which your product is being used.
• Create a bulleted list: Add a section that lays out product features and materials.
• Include social proof: Deploy a product review app to capture customer reviews on your product page and integrate any customer feedback that already exists on search engines or social media platforms. 

Get your free ecommerce copywriting template

Want to write compelling copy that convinces your website visitors to click, sign up, or buy? Master high-conversion copywriting and increase your sales with our easy-to-follow framework.

Product descriptions are always worth the effort

Writing product descriptions for your online store isn’t about listing features. It’s a chance to connect with your target customers and show them exactly how a product fits into their lives.

Taking time to share your enthusiasm about a product’s backstory, design process, and thoughtful details proves you’re excited about your store’s items—making it more likely your customers will get excited, too.

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Product description FAQ

How do you write a product description statement.

To write an effective product description, follow these steps:

• Know your audience: Understand who your ideal customer is and what they care about. Use language and terminology that resonates with them.
• Highlight benefits, not features: Explain how your product can solve a problem or enhance the customer’s life.
• Use sensory language: Describe how the product feels, smells, sounds, tastes, or looks to help customers imagine owning or using it.
• Tell a story: Share the inspiration behind the product or its impact on customers to make it more relatable and memorable.
• Avoid clichés: Be specific and avoid overused phrases.
• Include social proof: Add customer reviews or testimonials to build trust and credibility.
• Make it scannable: Use bullet points, subheadings, and white space to make the description easy to read.
• Include a call to action: Encourage customers to make a purchase or take the next step.

What is the purpose of a product description?

Product descriptions have two purposes: to inform and persuade potential customers. Product descriptions inform readers by detailing a product’s features, helping them understand use-cases and value. Simultaneously, they persuade readers by showcasing a product’s benefits and solutions, compelling them to purchase.

What needs to be in a product description?

A product description should clearly highlight the key features and benefits of your product to attract customers. You should make it engaging by using persuasive language that speaks directly to their needs and desires.

What is a good product description format?

A good product description starts with an attention-grabbing product title, followed by a brief paragraph telling a story about a product’s value. Next, include a bulleted list of product features and details for easy scanning. Add customer reviews for credibility, and finish with a compelling call to action .

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Web Savvy Marketers

5 Simple Tips to Writing Service Descriptions Like a Boss

June 24, 2015 Beth Devine

Your web pages aren’t meant to give your readers a spectacular view of your business. They are meant to act as a device that takes your reader from one place to the next. As Seth Godin says in “Knock Knock,” there are three questions all your web pages must answer:

• Who’s here?
• What do you want them to do?
• How can you instantly tell a persuasive story to get them to do #2?

To accomplish these three things for your services web pages, begin by making a list of your services. Then follow these five tips as you write copy for each one.

1. Don’t talk about yourself

Your reader doesn’t want to read all about you. No one wants to listen to your grandstanding. Regardless of what a fabulous product and service you provide, you’re not that interesting.

People want to hear about you in terms of how well you can help them solve a problem or fulfill a need. People are basically only interested in themselves. Surprise, surprise. This is something you should’ve learned in kindergarten.

Write about your unique skills, special applications, and new improvements, but only with the angle that speaks to your audience’s needs. If it’s not ultimately about them, then it’s not going to capture their attention.

2. Keep your mission clear

Your home page is the obvious place for your mission. This could also be phrased as what you promise to do, what are your goals, or what purpose your business serves. This message should also be present on your service page.

A brief statement that describes what drives you as a company at the beginning of your service page reminds your readers of your mission and helps them to connect. They will be more likely to think of you as human beings who care about what you’re doing. Restating your purpose gives your readers a sense of reassurance that there’s more to your brand than a sales transaction.

A good way to include your mission in your service page is to rephrase it so it serves as the perfect introduction to your services. This helps your customer-focused approach as well.

3. Focus on the benefits

It’s tempting to write about your services by describing the features. Usually this leads to technical descriptions which can be boring, difficult to understand, and not enticing. If you want to encourage readers to stick around, you’ve got to make it about how it benefits them.

Find out what the benefits are by focusing on the results. What do the boring features provide for your customers? A benefit answers the question, “What’s in it for the reader?”

This is the same question all writers must ask. Whether you’re writing a novel, an essay, or online copy, you need to address this question. Many years ago my aunt gave me this same advice. It’s what entices people to keep reading, to care, or to buy.

Your new Apple TV might have all sorts of new improvements, but they’re only important to you based on how they impact your experience. Apple tells its readers the benefits with a straightforward chart listing the new TV features alongside a benefit summary.

For example, “family sharing” means you get to play your family’s purchases. The new “ask to buy” makes sure children get permission before buying items from iTunes. And the “peer-to-peer” software means guests can use Airplay from their Mac or iOS device directly to the Apple TV without wireless.

Now we care about these features because it’s clear how they benefit us.

4. Use hypnotic “power words”

The right words you use to entice your readers have hypnotic power. These words possess an innate ability to produce a subconscious psychological reaction. Don’t believe it? Try Googling it and see what you find out.

The top three hypnotic power words are imagine, you, and because. Each one has its own effect on readers,

• The word “imagine” is the stimulus that creates a visual reaction, allowing your readers to experience how it feels to use your product or service.
• The word “you” capitalizes on the self-obsessed nature everyone has, making things personal and stimulating our self-interest.
• The word “because” gives us what we crave to know: the why of something. As in the example of The Copy Machine study , our subconscious minds don’t even need a good reason. We just crave any reason at all.

5. Keep it short

Your readers want it to be all about them, and they want it to be quick and easy. From meal plans to hairstyles, to exercises, to DIY projects, quick and easy is the selling point.

I know. So demanding.

Everyone is busy, we’re all in a hurry, and what we consume on the internet fits in with this fast-moving lifestyle. According to the research on how people read on the web , the results show that people don’t.

They don’t read. They scan. People pick out words and phrases. In fact, only 16 percent read text word for word. What does this mean? Why bother writing copy at all? Is anyone even reading this sentence? You have to wonder.

It means write using text that is easily scannable with:

• Bullets and numbers
• Headings and sub-headings
• Keywords that are highlighted as links, bolded, italicized, or in color
• White space to break up the copy and guide readers down the page
• Inviting images, graphics, and videos to hold your reader’s attention

Keep your copy short, with each paragraph composed of a single idea. Check out popular sites and blogs and get a feel for the short paragraph style. Your service description has to tell the story in as few words as possible, without leaving anything critical out.

When you want to write effective service descriptions for your website like a boss, follow these five tips and You might want to include a cute cat image somewhere, because cats rule the internet . Imagine that.

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• Freelance Tips

How to Write Great Service Descriptions for Your Proofreading Website

• May 23, 2021
• Business Tips
• Finding Work

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Having a website is a great way to promote your proofreading services . But how should you describe the work you do? Your service descriptions are vital for winning new clients and finding work, so it is worth taking some time to perfect them. We recommend:

• Distinguishing between different types of editing and proofreading.
• Setting out each service in terms of “features” and “benefits.”
• Using clear, concise language when writing your service descriptions.
• Doing some keyword research and including these terms to boost SEO.
• Include client testimonials to show how your services have helped people.

For more on writing service descriptions for your proofreading website, read on below.

1. Distinguish Between Different Types of Editing

“Proofreading” and “editing” can mean different things to different people, especially outside the publishing world. As such, you will want to clearly distinguish between different services on your website. Remember to include descriptions covering:

• The different levels of editing you are happy to provide and the kinds of changes each one involves (e.g., proofreading, copy editing, substantive editing).
• Any specialized services you offer (e.g., novel editing, academic editing), plus any relevant qualifications, subject knowledge, or experience in that field.
• Any additional services you provide, such as manuscript critiques or formatting.
• Services based on document format (e.g., PDF proofreading as a distinct service).

Remember, though, that it pays to be flexible! As a proofreader or editor, you might need to adapt your services based on the client’s brief or the type of writing at hand. Thus, you may want to note somewhere that you are happy to tailor your services to your clients’ needs.

2. Think in Terms of Features and Benefits

When writing up your service descriptions, think in terms of features and benefits . Features are what the service involves (i.e., what you do when you’re working on a document). And benefits are what your customer gains from the “feature” of a service.

For example, key features of a copy editing service would include correcting errors, tweaking vocabulary, highlighting inconsistencies, and revising sentences for concision. If we wanted to write these features up alongside their benefits, we might break it down as follows:

For each service you offer, think about the tasks it involves and how your client stands to benefit in each case. You can then work this into your service descriptions.

3. Make Your Service Descriptions Easy to Skim Read

When people are looking for a proofreading or editing service, they don’t want to read an essay before they know what they’re getting. And if they look on your website and see big blocks of text, chances are they will leave immediately and try elsewhere.

As such, you should make sure your service descriptions are easy to skim read . This means:

• Adding clear headings to identify each service description.
• Using everyday language and avoiding technical jargon unless necessary.
• Writing concisely, using short sentences where possible.
• Using bullet points to highlight key details (e.g., features and benefits).

If you have several services on a single page, you might also want to include a hyperlinked list of the options available at the top so readers can jump to the section they need.

4. Include SEO Keywords

To help your proofreading website rank in search results, it is a good idea to consider SEO (search engine optimization). In particular, think about what words and phrases potential clients might search for when seeking the kinds of services you provide.

These search terms are known as SEO keywords. Ideally, you will work a few of these naturally into your service descriptions, including headings and page titles.

To select which keywords to include on your website, you can:

• Use a keyword research tool like SemRush to find which terms people search for most often when looking for proofreading and editing services. You can also use these to find related keywords when you’ve picked out a few.
• Look at how other companies and freelancers describe similar services, then pick out relevant words and phrases for your own descriptions.

Keep in mind that the more common a keyword is, the harder it will be to rank for it on search engines. If you pick just “proofreading” as a keyword, for example, you will be competing with every other proofreader and editorial company online!

As such, it pays to make your target keywords and phrases more specific. You can do this by focusing on a type of service or client (e.g., “novel editing for self-published authors”). Or you might want to focus on your local area (e.g., “proofreading services in Timbuktu”).

5. Add Testimonials

Finally, giving people a sense of how your work has helped others is a good sales technique. You may thus want to include testimonials with or alongside your service descriptions. Anyone visiting your website will then see proof that you provide excellent editing results.

To get testimonials, ask clients for feedback on your work. This can be a valuable exercise in itself, helping you spot areas you could improve on. But when you get a good review, you can ask your client if they’re happy for you to share it online, then include it on your site.

In some cases, you may need to edit testimonials to make sure they read clearly. This is fine! However, never make edits that change the meaning of what someone said. And if you do need to change anything, make sure to check it with the client before it goes live.

Becoming A Proofreader

Another important step is proofreading your own service descriptions, as errors will look bad to potential clients! Speaking of which, if you need to sharpen your proofreading and editing skills, sign up for the free trial of our Becoming A Proofreader course.

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Writing effective descriptions

“Description begins in the writer’s imagination, but should finish in the reader’s.”

- Stephen King

Descriptive writing is a powerful tool that adds life and depth to your writing. Effective descriptions breathe life into your ideas and put the reader in the scene where those ideas live. If I want to write about my experience living in Japan, the best way I can relate that to another person is through description: the smell of the food, the sounds of the city, the beauty of the landscape.

Show don’t tell

This is one of the most important things to remember when writing descriptions. Don’t tell your reader what it was like, show them. Paint a picture to help them feel what you want them to feel and see what you want them to see.

Telling: I walked into the dark, creepy basement.

Showing: Stepping down into the basement, I reached out my hands to guide me through the dark, and I tried to ignore the mysterious smells creeping up my nose.

A basement is just a room. A room isn’t inherently creepy. It’s the details, the dark, the smells, the weird noises, that make it creepy. Telling the reader something is creepy doesn’t make them feel it. Using descriptive language to highlight the creepy details does.

Deliberate word choice

Does “big” mean the same thing as “massive”? Does “run” mean the same thing as “dash”? Not exactly. Deliberate word choice can go a long way towards making your descriptions more vivid (Bachman, Barnhart, & Krenzke, 1997, p. 53-54).

Plain word choice: Shannon ran and picked up her son just before a car drove by. Vivid word choice: Shannon dashed across the yard, grabbing her son away from the street just before a car raced by.

Less is more

The best descriptions are simple and to the point. You want to sprinkle your descriptions throughout your writing so that they complement the message you’re trying to convey, not bury it. Long, meandering descriptions derail the reader’s focus so they’re only thinking about what you’re describing, not what you’re writing about (Murdick, 2011, p. 115-116).

One of the best ways to learn any skill is to watch people who do it well. Reading is just as important to developing your writing skills as actually writing. Here are a few examples of effective use of descriptive language.

"The Snows of Kilimanjaro” Ernest Hemingway

Hemingway is famous for his straight-to-the-point writing style. Notice how, without much flowery language, he is able to paint a clear picture of the scene where the story is taking place. He does this by not describing everything. He describes the significant details, and he lets the reader fill in the blanks in their mind.

"’I Lost Literally Everything’: Historic Town Cleans Up After Catastrophic Flooding” Debbie Elliot

A news story like this is often just a collection of facts: number people displaced, hurt, or killed; the amount of property damage; inches of rain; etc. The problem with this is, when a hurricane hits the U.S., every news outlet in the country is going to be writing that exact story. Instead, Elliot zoomed in on the effects of the storm on individuals, and in doing so, she made the story about people instead of a storm.

"American Weirdness: Observations From an Expat” Rachel Donadio

This is a story completely about details. Instead of talking about the overarching cultural differences between France and the U.S., Donadio focuses on the little things. This is effective because it’s how people experience the world. Although this piece was written for a major news organization, it could easily be submitted for a school assignment about an experience you had while traveling.

Bachman, L., Barnhart, D., & Krenzke, L. (Eds.). (1997). Write for college. Wilmington, MA: Great Source Education Group.

Donadio, R. (2018, Sep. 18). American weirdness: Observations from an expat. The Atlantic. Retrieved from https://www.theatlantic.com/international/archive/2018/09/expat-america- europe/570580/

Elliot, D. (2018, Sep. 17). ‘I lost literally everything’: Historic town cleans up after catastrophic flooding. NPR. Retrieved from https://www.npr.org/2018/09/17/648671344/historic-n-c-town-deals-with- flooding-after-florence-blows-through

Hemingway, Ernest. (1938). The snows of Kilimanjaro. University of Virginia. Retrieved from http://xroads.virginia.edu/~drbr/heming.html’

King, Stephen. (2002). On writing: A memoir of the craft. New York, NY: Pocket Books. Murdick, W. (2011). A student guide to college composition (2nd ed.). Fremont, CA: Jane Publishing Company.

Contributor: Tony DeFilippo

How To Write Service Page Content: 15 Tips, Examples And An Infographic

 How To Write Service Page Content: 15 Tips, Examples And An Infographic

Most businesses’ service pages are boring. It's no wonder why so many service-based businesses have little or no leads or clients.  Does that sound familiar? Don't worry, I'm here to help!  In this blog article, I will show you how to write service page content that converts your visitors into clients.

What is a service page? 

A service page usually lists all of the different services a business offers on a single page. On a website homepage, you will typically see a section that mentions 'Our Services' along with the name and a short description for each of the services.

The website might have a list of services in the navigation bar. When you click on the services button, a list of different services appears in a drop-down menu.

Create one webpage per service 

Not all of your customers are interested in all of your services. 

For example, an employee who is interested in a simple tax return service is not the same as a business owner who needs help setting up a company. That's why an accounting firm that offers both services should create separate pages to cater to different clients. 

Having separate pages is also beneficial for SEO purposes. Your service page will have a much better chance of ranking for a specific keyword because the content, headings, and meta description can be optimised to rank for one primary keyword. 

If you decide to advertise one service, you'll get a much higher conversion rate by sending potential customers to an individual service page than to your website homepage. 

Create one webpage per service

Understand your customers 

Can you remember the last 5 clients who signed up for your service? Or maybe the last few emails or phone calls you received about your service? 

What questions did they ask? What objections or concerns did they have?  

Your service page is your online salesperson. In order to convert your visitors into clients, it needs to answer common questions and concerns people have. 

One way to do this is to conduct customer interviews. This will allow you to get a sense of what people want and how you can provide it. Additionally, surveys can help you gather data on customer preferences. Once you have this information, you can start to craft content that is relevant to your clients.

When you understand what problems and challenges your clients are facing, you will be able to create content that positions your service as the solution to their problems. Simply follow the tips in this blog post on how to write service page content.

Conduct keyword research

What keywords are your prospective clients typing into Google? What keyword do you want your service page to rank? For example, if you are a Sydney-based accounting firm that does bookkeeping, then 'Sydney bookkeeping service' might be a keyword you strategically include in your service page. 

Not sure what your keywords your clients are searching for? You can use research tools like UberSuggest.com to find out what keywords your ideal clients are typing into search engines.

Where should you insert the keywords? Here are the places we recommend insert them into your service page. 

Meta description

In the first 100 words

Meta title and description

The meta description is an HTML tag that gets somebody searching on Google or other search engines to click on your link. 

It’s the short summary paragraph underneath the individual service page’s meta title and URL on Google search where the page appears. Your meta title and meta description must include at least one of your keywords. 

Here are our best practices for writing a meta title and meta description:

Your meta title should be around 7 to 10 words long (under 60 characters).

Your meta description should be between 20 and 30 words long.

It should summarise what your service is about while inviting readers to click and learn more. 

Both should contain the primary keyword.

Here is an example of meta title and description for the keyword ‘professional copywriting services’.

meta description example

9 Elements Of A High Converting Service Page 

Follow the steps below the infographic and learn how to write service page content.

The Anatomy Of A Professional Service Page

1. Headline

Your headline is one of the most important factors when writing service page content. It must be attention-grabbing and concise, while also accurately reflecting the content of your page.

There are two headline writing formulas we recommend for your service page.

• Question Headline
• Benefit or Result with Service Name

Here’s how you can use these headline formulas on your webpage. 

Question headline

What makes a question style headline effective?

Question headlines are effective because they prompt the reader to ask a question. This encourages the reader to keep reading, as they may find the answer to their question. Question headlines also grab the reader's attention, which can help drive conversions.

Here is an example from a Sydney-based removalist company.

headline example 1

Benefit or result with service name

This headline formula is simple but super effective.

(Adjective, e.g., Get, Attract, Create) (Benefit or Result, e.g., Get Paid Faster and Claim Lost Income) With (Service Name, e.g., Medical Billing Services).

You mention the benefit, result or ideal outcome people can expect along with the name of your service. See the example below.

headline example 2

2. Sub-headline

The purpose of the sub-headline is to further explain the headline and to motivate the visitors to continue reading. But most importantly, the sub-headline should include the value proposition by answering these questions:

Why should I choose you over the competition?

What problem(s) does your service solve?

A formula you can follow to write the sub-headline is to start with the problems you solve and then explain how your service is the solution to those problems.

Here is an example of a sub-headline from a Physio service page to show you what I mean.

problems and solutions 2

3. Call to action

A CTA (aka call-to-action) button is an image that prompts visitors to take action. 

Here are our best practices for writing a click-worthy CTA button:

Effective CTA button copy informs visitors what will happen or what they get if they click on the CTA button. Think action words.

Words like ‘submit’ or ‘register’ are too vague and are unlikely to inspire action.

The CTA button copy shouldn’t be more than 4 words long.

Request a Quote

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Get In Touch

4. What problems does your service solve?

One of the most powerful copywriting techniques is showing your audience that you understand their problems on a deep level. When you bring up their problems, you create an immediate rapport with your readers. You also pique their curiosity — “how does he/she know this about me?”

The simple way of doing this is by asking a series of problem-related questions (or statements) that you know the target market will answer “yes” to. By reminding them of their problems, you put them in an “I have problems and I need a solution” state of mind, which is perfect for the next step: introducing the solution.

Here is an example of the problem/solution section of the service page in action.

problems and solutions

5. Why choose us?

Your potential clients are all asking themselves the same question: "why should I work with you and not the competition?"

This section of your service page should highlight your business’s competitive advantages over the competition.

why choose us example

6. Features and benefits

When writing service page content, it is important to highlight the features and benefits of your product or service. This will help potential customers decide if it is the right fit for them and help you stand out from your competition.

One helpful way of turning the features of your service into benefits is by writing down all of the features in one column and then the benefits in another column. The trick to turning them into benefits is asking yourself "which means" or "so you can". Here is an example of this technique in action to show you what I mean.

Feature-Benefit

7. Testimonials

Why do you need to include testimonials on your service page?

Testimonials are a great way to show off your service and convince potential customers to give it a try. They can also help you build a positive reputation and attract new customers. Plus, they can provide valuable information about your service to potential customers.

The BEST testimonials typically include:

A specific result or benefits that the person achieved or received

The person’s full name, photo (if provided) and specifics about who they are (occupation, location, job title, website address, etc.)

Get to the point (not long-winded or vague stories)

Here is an example from our own copywriting services page.

testimonial example

8. How it works

Your service page should answer the question "How does it work?" because potential customers want to understand the process that you follow to deliver your service. 

You can summarise your process in a few simplified steps that will be easy for your potential clients to understand. Here is how we answer the question on our homepage.

how it works process

9. Final call to action

Did you know that the second most viewed part of any web page is the very bottom? The reason is that visitors will scroll down a web page until they reach the bottom and can’t scroll any further.

Therefore, the bottom of your service page is a great place to repeat the CTA (Call To Action) and to remind potential clients of the main benefits of your service.

Here is an example from a storage company whose call to action is to request a free quote.

final call to action

Include authentic images and graphics

Try to avoid using stock images that everyone has seen before. Authentic photos of your business, team members or satisfied clients will make a better impression than soulless stock images or photos. 

Layout and formatting

Use a standard, easy-to-read font size, colour and layout. Use bullet points to break up long paragraphs, and avoid using too many images on your service page. Keep it clean and simple, so that your customers can easily digest the information you are providing

Need Help Writing Your Service Page Content?

Hope you enjoyed reading our blog article on how to write service page content.

If you're like most business owners, you don't have time to write website content. But don't worry, we can help!

At Copywriting Crew, our professional Native English copywriters can research, write and deliver high-quality content within 3 to 5 business days. 

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Frequently Asked Questions

How do you write an effective service page?

There are a few things to keep in mind when writing service page content. First, make sure that the information is easy to find for visitors. Make sure the text is concise and organised so that visitors can easily find what they are looking for.

Additionally, make sure that your service page content is interesting and engaging. Try to capture the visitor’s attention with interesting visuals or interesting stories. Finally, be sure to include contact information so that visitors can get in touch with you if they have any questions or concerns.

How do I create a service page?

Creating a service page is an important part of marketing your services online. A well-written service page will provide your customers with the information they need to make a decision about hiring you to deliver professional services.

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How to Write Good Product Descriptions [With Examples]

• by Lightspeed

minute read

A product description is more than just a few words about the products you sell in your online shop. A good product description informs shoppers and can persuade them to pull the trigger on a purchase.

If you don’t consider yourself a wordsmith, there’s no need to stress. You don’t need to be Shakespeare to write product descriptions that drive sales. In this guide to writing product descriptions you’ll learn: 

• What a product description is and why it’s important

How to write good product descriptions

• 3 product description examples to inspire you
• How a commerce platform can help drive sales

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What is a product description and why is it important?

A product description provides consumers with practical information about a product’s benefits, measurements and specifications, composition, use cases and more. Detailed product descriptions are a critical part of selling online . Product descriptions can be found on product pages, typically below a product’s name and price. They’re usually no longer than 300 words.

If you need to write a longer product description, such as for a highly technical product, consider linking to product manuals or adding other sections to your product pages, such as a reviews section, sizing chart or specifications section.

Let’s take a look at a product description example from boutique Le Brow Bar ’s website. 

The description for this hat can be found in two places on the product page: below the price and below the main product information panel. The description includes details about the hat’s trendiness, as well as specifications such as measurements and materials. It’s a good example of how to write product descriptions for clothing and accessories.

So, what’s the fuss about product descriptions anyways? An effective product description can improve conversion rates. When you use the description to give examples of use cases, provide specifications and practical information, or use emotional language to appeal to target customers, you can turn more online “window shoppers” into paying customers. An effective description can make a customer fall in love with a product, or simply decide that it meets their needs.

And, when you incorporate search engine optimization (SEO) keywords into descriptions, you make it easier for customers to find your products on Google and other search engines. This aspect of product descriptions can be particularly useful if, for example, you want to start a boutique and give your products creative names, rather than descriptive ones. By implementing SEO in your description, your “Kelly Dress” can appear in search engine results pages (SERPs) for a keyword like “green maxi milkmaid dress.”

If you’re looking for other resources for opening a boutique, check out our clothing store business plan guide. 

So, do you think you’re ready to tackle your product descriptions? Here are five best practices for writing product descriptions that can make a sale.

1. Start with SEO

Identify a descriptive SEO keyword or keywords that you want your product to rank for on SERPs. You can read up on SEO best practices and use a tool like Moz or Ahrefs to identify target keywords, or outsource SEO to a marketing agency.

In general, your target keyword should appear in several places on each product page, including in the:

• Product description
• Product name (ex: “Purple Hat with Cheetah Print”)
• Product page’s URL (ex: sampleboutique.com/purple-hat-cheetah-print)
• Alt text of each product image

2. Keep your audience in mind 

Remember to write for the customers you’re trying to attract, and not just for robots (i.e., Google’s search algorithm). Put yourself in your customers’ shoes and think about what they’d need to know to make a purchase, and what emotional language would tug on their irrational side and drive an impulse buy.

On the practical side, technical specifications can help make a sale. For example, a size guide on a clothing store’s website can help shoppers find the right fit. On the psychological side, explaining how popular or in-demand a product is can create a sense of urgency (more on this later).

3. Maintain your brand voice

As you write for your audience, remember to maintain your brand voice. A product description is an extension of your brand, so follow your style guide’s rules and voice and tone guidelines to create a consistent customer experience. 

4. Focus on conversions 

Instead of just using flowery language in product descriptions, make sure to also include practical information that helps increase conversions . Here are some ways to do that:

• Share use-case ideas . A product description example for a dress could include, “this day-to-night dress is great to wear to the office with a blazer, and turns into the perfect date night outfit with a pair of heels.” This description takes a simple garment and turns it into a multi-purpose piece.
• Create a sense of urgency . Phrases like “limited edition,” “limited time,” or “it sold out in three days last time” in the description help create a sense of urgency that plays into retail psychology and encourages customers to make a purchase now so they don’t miss out. A product description example that employs these tactics might say, “When we first released this jacket, it sold out in less than a week. We’ve released a limited number of jackets for our anniversary sale, and after they sell out, they’re gone for good.”

5. Leverage social proof

Consumers are more likely to listen to their peers’ opinions than to marketing messages. Leveraging customer reviews, press mentions and other forms of social proof in your product descriptions can drive sales.

A product description example of this strategy could be something as simple as, “this purse has been shared more than 35,000 times on social media.” 

3 Product description examples

Take inspiration from these product description examples before taking a pass at crafting your own.

1. Clothing product description example

The description for this linen shirt from Le Brow Bar is a good example of how to write product descriptions for clothing. 

The primary product description begins with, “your summer wardrobe staple,” which appeals to the target audience’s emotions. Then it shares practical details about the item’s composition.

2. Beauty product description example

When you’re selling something that is difficult to comprehend online, like perfume, a product description has to do the heavy lifting to make a sale. Luxury cosmetics boutique Etiket shows how that’s done with their product description for this perfume . 

“Phi is a luxurious scent, inspired by a natural extract of roses produced in Afghanistan’s rose region, Nangarhar,” the description reads. It appeals to the emotions of luxury-seeking customers by explaining the exotic origin of the perfume’s scent.

“This rose oil is extremely rare and of highest quality. Inspired by these roses, growing in a dry and rough land, Phi is a rare gem, complementing contrasting lines, rich in natural raw materials that add depth and authenticity,” reads the secondary description.

It further explains the exclusivity of the scent, then it describes the scent’s notes in detail, to help convey in writing what can usually only be understood through smell:

“ Phi starts with a rich fruity line of Apricot. An all natural apricot extract with its surprising richness enchants and blends into a Cinnamon line and hints of bitter almond, softened by Bergamot essential oil.”

3. Technical product description example

The product description for this camera lens from YM Camera shows just how detailed you can be when you’re selling a highly technical product. It breaks the 300-word rule to share critical information that both highlights product specifications and educates customers with what they need to look for in a lens. 

Specifically, the product description includes information about the technology behind the lens, how image stabilization works, the benefits of the lens’ light weight, and accessory compatibility. This merchant goes above and beyond with the product description by using it to educate customers on the product they’re buying. 

How a commerce platform can help

A  retail POS system that comes with ecommerce functionality can help you create an omnichannel retail experience. With ecommerce built into your POS, product descriptions are synced to your online store and brick-and-mortar inventory.

With an omnichannel commerce platform like Lightspeed, your inventory is automatically updated whether you make a sale online or in store. 

“I feel confident that the inventory levels that I and my sales associates see on the POS and that customers see online are accurate. [Lightspeed is] super user-friendly,” says Tori Erickson of Loyal Tee Boutique .

When both your staff and customers can access the most accurate inventory information , you’ll avoid stockouts and frustrating, time-consuming customer service problems.

Plus, an omnichannel commerce platform gives you powerful insights into every aspect of your business. With access to advanced reporting about your online and retail sales, you’ll be able to make informed business decisions.

Ready to get started with product descriptions that drive sales? Lightspeed’s omnichannel POS and ecommerce platform can help. Talk to us today.

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• Knowledge Base
• How to write a descriptive essay | Example & tips

How to Write a Descriptive Essay | Example & Tips

Published on July 30, 2020 by Jack Caulfield . Revised on August 14, 2023.

A descriptive essay gives a vivid, detailed description of something—generally a place or object, but possibly something more abstract like an emotion. This type of essay , like the narrative essay , is more creative than most academic writing .

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Table of contents

Descriptive essay topics, tips for writing descriptively, descriptive essay example, other interesting articles, frequently asked questions about descriptive essays.

When you are assigned a descriptive essay, you’ll normally be given a specific prompt or choice of prompts. They will often ask you to describe something from your own experience.

• Describe a place you love to spend time in.
• Describe an object that has sentimental value for you.

You might also be asked to describe something outside your own experience, in which case you’ll have to use your imagination.

• Describe the experience of a soldier in the trenches of World War I.
• Describe what it might be like to live on another planet.

Sometimes you’ll be asked to describe something more abstract, like an emotion.

If you’re not given a specific prompt, try to think of something you feel confident describing in detail. Think of objects and places you know well, that provoke specific feelings or sensations, and that you can describe in an interesting way.

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The key to writing an effective descriptive essay is to find ways of bringing your subject to life for the reader. You’re not limited to providing a literal description as you would be in more formal essay types.

Make use of figurative language, sensory details, and strong word choices to create a memorable description.

Use figurative language

Figurative language consists of devices like metaphor and simile that use words in non-literal ways to create a memorable effect. This is essential in a descriptive essay; it’s what gives your writing its creative edge and makes your description unique.

Take the following description of a park.

This tells us something about the place, but it’s a bit too literal and not likely to be memorable.

If we want to make the description more likely to stick in the reader’s mind, we can use some figurative language.

Here we have used a simile to compare the park to a face and the trees to facial hair. This is memorable because it’s not what the reader expects; it makes them look at the park from a different angle.

You don’t have to fill every sentence with figurative language, but using these devices in an original way at various points throughout your essay will keep the reader engaged and convey your unique perspective on your subject.

Use your senses

Another key aspect of descriptive writing is the use of sensory details. This means referring not only to what something looks like, but also to smell, sound, touch, and taste.

Obviously not all senses will apply to every subject, but it’s always a good idea to explore what’s interesting about your subject beyond just what it looks like.

Even when your subject is more abstract, you might find a way to incorporate the senses more metaphorically, as in this descriptive essay about fear.

Choose the right words

Writing descriptively involves choosing your words carefully. The use of effective adjectives is important, but so is your choice of adverbs , verbs , and even nouns.

It’s easy to end up using clichéd phrases—“cold as ice,” “free as a bird”—but try to reflect further and make more precise, original word choices. Clichés provide conventional ways of describing things, but they don’t tell the reader anything about your unique perspective on what you’re describing.

Try looking over your sentences to find places where a different word would convey your impression more precisely or vividly. Using a thesaurus can help you find alternative word choices.

• My cat runs across the garden quickly and jumps onto the fence to watch it from above.
• My cat crosses the garden nimbly and leaps onto the fence to survey it from above.

However, exercise care in your choices; don’t just look for the most impressive-looking synonym you can find for every word. Overuse of a thesaurus can result in ridiculous sentences like this one:

• My feline perambulates the allotment proficiently and capers atop the palisade to regard it from aloft.

An example of a short descriptive essay, written in response to the prompt “Describe a place you love to spend time in,” is shown below.

Hover over different parts of the text to see how a descriptive essay works.

On Sunday afternoons I like to spend my time in the garden behind my house. The garden is narrow but long, a corridor of green extending from the back of the house, and I sit on a lawn chair at the far end to read and relax. I am in my small peaceful paradise: the shade of the tree, the feel of the grass on my feet, the gentle activity of the fish in the pond beside me.

My cat crosses the garden nimbly and leaps onto the fence to survey it from above. From his perch he can watch over his little kingdom and keep an eye on the neighbours. He does this until the barking of next door’s dog scares him from his post and he bolts for the cat flap to govern from the safety of the kitchen.

With that, I am left alone with the fish, whose whole world is the pond by my feet. The fish explore the pond every day as if for the first time, prodding and inspecting every stone. I sometimes feel the same about sitting here in the garden; I know the place better than anyone, but whenever I return I still feel compelled to pay attention to all its details and novelties—a new bird perched in the tree, the growth of the grass, and the movement of the insects it shelters…

Sitting out in the garden, I feel serene. I feel at home. And yet I always feel there is more to discover. The bounds of my garden may be small, but there is a whole world contained within it, and it is one I will never get tired of inhabiting.

If you want to know more about AI tools , college essays , or fallacies make sure to check out some of our other articles with explanations and examples or go directly to our tools!

• Ad hominem fallacy
• Post hoc fallacy
• Appeal to authority fallacy
• False cause fallacy
• Sunk cost fallacy

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• Write a College Essay
• Write a Diversity Essay
• College Essay Format & Structure
• Comparing and Contrasting in an Essay

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The key difference is that a narrative essay is designed to tell a complete story, while a descriptive essay is meant to convey an intense description of a particular place, object, or concept.

Narrative and descriptive essays both allow you to write more personally and creatively than other kinds of essays , and similar writing skills can apply to both.

If you’re not given a specific prompt for your descriptive essay , think about places and objects you know well, that you can think of interesting ways to describe, or that have strong personal significance for you.

The best kind of object for a descriptive essay is one specific enough that you can describe its particular features in detail—don’t choose something too vague or general.

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Caulfield, J. (2023, August 14). How to Write a Descriptive Essay | Example & Tips. Scribbr. Retrieved August 21, 2024, from https://www.scribbr.com/academic-essay/descriptive-essay/

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Fiverr Gig Description For Content Writing (Examples Are Included)

In this article, I am going to provide you some Fiverr gig descriptions for content writing.

A well-written gig description help in ranking your Gig on the first page of the Fiverr marketplace .

However, it is not always straightforward. So, I have provided some sample Fiverr gig description templates for content writing which you can customize and use on your gigs.

Before we get started, I would like to let you know that you should also optimize your Gig title and profile description to stand out from the completion.

Also, use some tool like Grammarly to proofread while writing your Gig title or description.  Check the Grammarly tool here.

Fiverr Gig Description For Content Writing

Below are some samples that you can use to briefly describe your gig for content writing service on Fiverr.

I am a freelance writer who lives in Canada. I’ve explored a lot of travel destinations and possess good knowledge in the travel and tourism space.

I will write you a creative yet informative travel article for your website or blog.

You can choose the topic of your choice and let me know the article structure if you have any else I can take care of it.

The content that I deliver will be original, SEO optimized, and engaging.

So, if you are in the travel niche and looking for writers then you have come to the right place.

All my articles are:

• Well researched
• Checked with proofreading tools
• Originally and manually written (Plagiarism free)
• On-time delivery

Please contact me for any queries, I am happy to answer them. Looking forward to working with you.

Never worry about Google’s updates and publish high-quality SEO optimized content.

I have around 7 years of experience in the SEO field and many of my articles rank on the 1st page of Google for decades.

Here is what you will get from my service:

• I will write SEO optimized blog post that brings a new angle to what is already available on the first page
• Deep SEO audit and tweaking of the content after writing
• No plagiarism – 100% unique
• Grammar and spellings are checked using Grammarly
• Manually Proofread
• Proper structure of H1, H2, and H3 titles
• Usage of LSI keywords inside the article
• Fast Delivery
• 100% satisfaction guaranteed

Please do not hesitate to reach out to me if you have any queries.

Looking forward to connecting with you soon.

Welcome to my beauty content gig!

I will write beauty and skin care content for your websites or blogs.

Article Types:

• How-to articles
• Long-form contents
• Review articles
• Top 5 or Top 10 articles

Hi! I am Poorvika. I am a full-time freelancer, writer and currently running my own beauty eCommerce website.

Most of my website traffic and sales come from organic search traffic. So, I exactly know how to write articles that rank and as well as convert visitors to leads and customers.

Just send me over your requirements, I will adhere to that and deliver an SEO optimized and conversion-focused content.

If you need an informational content, I can write that as well.

Contact me if you have specific requirements, I’ll tailor it for you.

I will write an SEO optimized, well-written blog post on any topic. The content you get from me will be unique.

It will also be a highly engaging article that will improve your session time and ranking.

The package is divided into three different categories based on the number of words. In case you have a custom requirement, feel free to send me a message.

You can find some of my writing samples by scrolling through the images in this gig.

Starting at just $10, I will write a well-researched article for your blog or website.

I have extensive experience writing content as a freelancer for the past 9 years in various niches like fitness, finance, travel, and food.

My contents are written as per your requirements without missing out on tiny details that you specify.

What I offer?

• Easy to understand and engaging content from 500 to 2000 words
• Well researched and high-quality article
• Can write in the US or British English
• You own 100% rights

Let’s get started.

Those are some of the Fiverr gig description for content writing.

How to Write a Services Page for Photographers

Photographers seeking to make money from their work absolutely must have a portfolio website that shows off their work and attracts new clients. Once you build and publish the website , the next step is to fill it with relevant content. What is the most important page on that website? Some might say it’s the photography portfolio itself, but I argue that the Services page is even more valuable. Being able to articulate your services as a photographer is what sets you apart from your competition.

1. Describe your photography skills

Begin by making a list of your specific photography skills. What do you love to photograph, and why? Passion equals dedication. Convey your passion as much as possible with words and supporting imagery. Clients are attracted to photographers who are not only skilled but also passionate about their work.

• What do you like to photograph?
• Why do you like to photograph these things?

Be a specialist, not a generalist

As a professional photographer, it’s better to be a specialist than a generalist. That is to say, be very specific in the type of photography you specialize in. If you only do weddings and not corporate events, don’t be afraid to say this on your website. This will help guide your prospective client and make sure that only qualified leads will contact you for your services.

2. Explain how your services will benefit your client

After you describe how and why your services ignite your own passions, turn your sights to your prospective client. In order to thoughtfully answer this question, consider how you think your client will end up using your photos. Perhaps the photos will help them preserve cherished memories such as a wedding or birth of a baby. Or maybe the photos will depict their business for marketing and promotional opportunities. As an example, take the statement, “I am a wedding photographer.”  Take it up a notch and say, “I document your wedding day to give you visual memories that you will cherish forever.”

• How will your client end up using your photos?
• What benefits will your services bring to your client?

3. Talk about your photography process

If a prospective client has reached your Services page, that means they’re considering what it would be like to work with you. This is where it is helpful to explain your process. As a professional photographer, that process will probably look something like this:

• Start with an introductory meeting over the phone or in-person
• Discuss the client’s vision or photography needs and how you will be able to help
• Introduce your proposed photography rates and a draft of a photography contract
• Plan a walk-through of the photography space
• Finalize and sign photography contract and collect a deposit to secure services
• Conduct the photo shoot
• Edit photos and send to client

As a photographer, listing out your process might seem obvious, but there are plenty of people out there who have never worked with a photographer before. Providing them with insight into your workflow helps relieve anxiety, and may also help explain your photography rates. It also helps clients feel more comfortable investing their time and money into working with you. Also, consider adding some behind-the-scenes (BTS) photos that show you taking photos in action!

3. Consider a FAQ page

As you gain photography clients, you may notice that the same questions keep coming up. To save both you and your client time, consider answering these questions on your website in the form of a FAQ section within your Services page, or on a web page of its own. Here are some frequently asked questions that you may want to include.

Sample Photography FAQ

• Do you have a minimum amount of hours or fee that you charge?
• Do you require a monetary deposit to secure your photography services?
• How do you deliver the final photos to your client? Do you charge extra for thumb drives or DVDs?
• Do you provide both RAW and JPG photos to the client?
• Do you charge extra for photo editing, or is that included in your price?
• Will you need a photo assistant or extra gear for the shoot? If so, will you charge an extra fee?
• Will you charge extra for travel time or parking expenses?
• How long after the photo shoot will you deliver the final photos?
• If the client is unhappy with the photos, what is your resolution process?

5. Offer proof

Testimonials are a photographer’s best asset. People are more likely to work with you if they see proof that others have had a positive experience. You can include testimonials into your Services page in the middle of the page, or at the end. Use your judgment. To collect testimonials on a regular basis, consider adding this step to your photography workflow: ask your client for feedback. This is a way to improve your business while also gathering testimonials to market your photography business.

Another way to offer proof is to make a Clients page, where you list some of the top brands you have worked with. This is often what corporate and editorial photographers will do in place of or with a Testimonials section.

6. Wrap it up with a Call to Action (CTA)

When a prospective client reaches the end of your Services page, they are likely to either leave or contact you. Help your client out by providing them with a Call to Action. In the case of a photographer’s website, this generally means a button to your Contact page. List your preferred contact method, whether it be phone or email, along with encouragement to make an appointment with you.

Learning how to write a Services page for your photography website is arguably as important as putting together a solid portfolio of images. Remember to be concise while also conveying your passion and the benefits your client will receive by choosing to work with you.

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31 Great Content Writing Examples, Tips, and Tools

• by Ann Gynn
• | Published: August 21, 2024
• | Content Creation

Great content writing must be powerful and effective to captivate your audience.

But accomplishing that with your content writing isn’t an easy task. Whether you craft words for B2B or B2C audiences, the challenges can be many.

To help, I’ve compiled web writing examples, tips, tools, and resources. The goal is to give you some insights and new tools to help address or minimize the creation stumbling blocks web and content writers face.

Let’s get to it.

1. Go for the surprise

When you write something that’s unexpected, your audience will likely stop scrolling and take a moment to learn more. In the worst cases, this approach to content writing falls under the nefarious clickbait category. But in the best cases, it can delight and engage the viewer.

Nike is always a go-to source for the best content examples. The summer of 2024 didn’t disappoint with its Winning Isn’t for Everyone campaign.

With a debut in time for the global games, Nike featured the world’s greatest athletes (well, all the great Nike-sponsored athletes) talking about they are motivated by victory and that there’s nothing wrong with wanting to win. Writing those four words — winning isn’t for everyone — fosters a strong reaction. After all, there are far more people who don’t win than do. But audiences are also likely to watch more of the videos to learn what Nike is really talking about.

As you watch the video, note the repetition of the same question (“Am I a bad person?”) followed by short, staccato-paced statements. This approach creates a lyrical story. And it paid off, earning over 2.2 million views in two weeks.

2. Don’t forget text has a starring role in video

Words appear in blog posts or descriptions of product features and benefits. But writers can also shine in  video scripts, along with set designers, actors, and filmmakers. Writers can take any topic and help make it captivating.

J.P. Morgan used animation and strong scripts to explain finance-related concepts in its Unpacked series, a finalist in the Content Marketing Awards for best video. This 4.5-minute episode covers how private companies go public:

3. Tap into trends with simple writing prompts

I’m always a fan of Dove’s #KeepBeautyReal campaigns. Most recently, it created an example of powerful writing in this simple question, “ What kind of beauty do we want AI to learn?”

Capitalizing on the AI trend and interest, Dove illustrates the difference between AI-created images for prompts about “beautiful women” and “beautiful women according to Dove’s Real Beauty ads.” In the first three months of its debut, the video with few words has earned over 100K views on Dove’s YouTube channel and garnered mainstream and industry media attention.

4. Let your audience create great writing and video examples

Creativity can emerge in many ways. Sometimes, it’s a simple starting point that reflects the times, as Dove did in its content example.

It also may lead a brand to contribute to its own pop culture trend as The Stanley did with its Quencher Cup social media campaign in 2024 . Its influencer campaign prompted these fun user-generated examples of web writing and illustration in the form of memes and TikTok videos promoting the brand’s popular drinking vessel.

Hilarious Scales created this sample that’s been seen by over 10 million viewers:

@hilarious_scaless How yall be lookin with them Stanley Cups 🤣 #fypシ #fyp #stanleycup #stanleytumbler ♬ original sound – Hilarious_scales

Fans of hockey (that sport with the other Stanley Cup) also got into the action as Instagram account Daily Facebook shared this example:

View this post on Instagram A post shared by DailyFaceoff (@dailyfaceoff)

5. Nail down your headlines

I’ve said it often: Headlines are the powerhouse of your content writing. After all, if the headline isn’t a success, the content behind it will never be read.

A 2024 study published in Science Advance conducted over 30,000 field experiments with The Washington Post and Upworthy headlines. It found that readers prefer simpler headlines (more common words and more readable writing) over complex ones. They also paid more attention to and more deeply processed the simpler headlines.

The e-book headline in this example from OptinMonster is straightforward: 50 Smart Ways to Segment Your Email List. It uses a numeral (50), a helpful adjective (smart), and a second-person pronoun (your) to speak directly to the audience, all of which elevates the article’s value in the reader’s mind.

Image source

6. Analyze the potential impact of your content headlines

Size up headlines with the Advanced Marketing Institute’s Headline Analyzer , which reveals an emotional marketing value score.

This headline example — 14 Ways Marketing Automation Helps B2B Companies Succeed — earns an emotional marketing value (EMV) of 37.5%. Most professional copywriters’ headlines typically have a 30% to 40% EMV score.

The same headline in a similar tool, CoSchedule Blog Post Headline Analyzer , earns a score of 77 out of 100. This analysis looks at word balance, headline type, sentiment, reading grade level, clarity, and skimmability. It also identifies areas for improvement, such as the use of uncommon, emotional, and power words.

7. Adjust title formats with this content writing tool

Speed your formatting tasks with TitleCase . The tool converts your title into various circumstances — all caps, hyphen, etc., so you don’t have to rekey or reformat.

8. Write headlines with words that resonate

BuzzSumo research consistently identifies “how-to” or guidance-focused headlines that resonate far better with audiences than any other type.

It makes sense. Audiences are seeking information that will help them in their lives, and they have a lot of content from which to choose. By writing phrases like “how to” in a headline, you tell them clearly what they’re going to get.

Get more tips from CMI’s article How To Create Headlines That Are Good for Readers and Business .

9. Focus on clarity for web content

Explaining your product or service can get cumbersome, but it shouldn’t if you want the audience to quickly understand how your company can help solve their pain points.

In this example, Zendesk succinctly highlights three results gained by the enterprise clients of its customer service platform:

• Drive better conversations
• Maximize agent efficiency
• Adapt faster to change

The three- and four-word headlines are followed by short explanations (two sentences) and a link to the product’s relevant features for that category.

10. Write to win over readers

How does your content inspire readers or get them to care?

Some suggestions include:

• Focus on actionable content they could use right away.
• Establish instant credibility and expertise so they understand why you’re the go-to resource.
• Add value they wouldn’t see or find elsewhere.

This ad for the Content Marketing Institute newsletter works well as a sample of website content writing. It illustrates how to motivate the audience to see that the content is relevant for them. Its headline “Looking for Fresh Content Inspiration?” speaks directly to the reader. Its follow-up sentence explains in detail what the reader will get — expert advice, standout examples, and creative ideas.

11. Choose words that motivate actions

Sometimes, it’s a simple word or phrase that prompts someone to take the next step. Buffer offers a list of more than 150 words . These 19 words and phrases are examples of how to gain the audience’s trust:

• Bestselling
• Endorsed by
• Money-back guarantee
• No obligation
• No questions asked
• Recommended
• Transparent
• Try for free

In this web page example, OptinMonster opts for one of those words in its headline — How To Create a Fail-Proof Digital Marketing Plan in 5 Steps .

12. Keep it brief but convey a lot

Given your audience reads on screens, your web writing usually appears in a small space. Yet, it still must reflect a strong message.

For example, this American Express Business web copy uses five words to indicate that it gets the reader’s problem — “Don’t stress over seasonal surges.” Then, it uses another five words to indicate that it has a solution — “Help you keep your business thriving.” On the right, it shows the product name that will do all that (American Express business line of credit.)

13. Create compelling content with better words

Choosing a single word to convey the perfect sentiment makes the most of your available content space. To help, Jon Morrow of Smart Blogger offers a collection of words that can make a difference in your writing: 801+ Power Words That Make You Sound Smart . Here are 15 of them:

• Frightening

In this headline — Firefox Hacks for Everyone: From Cozy Gamers to Minimalists and Beyond — the Mozilla blog opted for one of the power words, “hack.”

 I’ll issue a caveat on this option: Power words can quickly become overused. “Hack” is coming close to saturation.

14. Length isn’t everything

I like to know content length rules and preferences. They give me guideposts for my web writing.

Google makes 30 characters available in its ad headlines, and it’s hard to go shorter than that. This simple sample — Best Enterprise CRM Platform — is 28 characters.

On social media, though, the character parameters are greater, and you could improve engagement by falling short of the upper limits.

Instagram is a perfect example of where writing content short of the 2,200-character maximum caption is a better decision. In fact, experts say the ideal length is 125 characters, which takes up the space visible before the viewer must click to read more.

Still, sometimes writing fewer than 125 characters can work well and draw attention in a crowded feed, as this sample from Grammarly shows. Its caption — “Learn actionable strategies for leveraging Gen AI to elevate your team’s productivity.” — totals just 88 characters.

Of course, exceptions exist. If your content’s primary goal is search engine optimization, longer content is almost always best. As a website ages, it may be able to get by with shorter pieces because it’s already established authority and has more pages, inbound links , etc. However, extended content often helps generate high rankings for targeted keyword phrases and similar words.

15. Choose short words for your web writing

You don’t need to use a lot of words to get your point across. Short ones can work in your favor. Consider these common examples of better choices:

• “Show,” not “indicate”
• “Get rid of,” not “eliminate”
• “Use,” not “utilize”
• “To,” not “in order to”
• “Help,” not “facilitate”
• “Get,” not “obtain”

16. Use a tool to keep track of word counts

Meet your word count goals and improve your word choice with the WordCounter tool. It also helps identify keywords and their appropriate frequency of use.

17. Recognize common writing mistakes

Grammar Girl , created by Mignon Fogarty, founder of Quick and Dirty Tips, outlines some common mistakes, such as this example on the use of that vs. which in writing.

“The simple rule is to use ‘that’ with a restrictive element and ‘which’ with a non-restrictive element … The cupcakes that have sprinkles are still in the fridge. The words “that have sprinkles” restrict the kind of cupcake we’re talking about. Without those words, the meaning of the sentence would change. Without them, we’d be saying that all the cupcakes are still in the fridge, not just the ones with sprinkles.”

18. Use parallel construction

Parallel construction organizes the text and relieves your readers of expending mental energy to piece together the thoughts.

• For example, this mish-mash list is not parallel because the sentence structures vary:
• It could be time to look over your business software contract.
• Consider the best products.
• If you want the product to benefit your company, include others’ points of view.

The list is parallel because every sentence starts the same way – with a verb .

• Review your business software contract.
• Shop for the best products based on features, costs, and support options.
• Ask key members of your team for their perspectives, including productivity barriers.

19. Know when to break the infinitive rule

Avoid splitting infinitives. However, sometimes you might need to bypass grammatically correct in favor of unawkward content.

Pro Writing Aid explains that split infinitives are nothing new — their use dates back to the 1300s. However, there is a time and place for them, as shown in this example from Northern Illinois University’s Effective Writing Practices Tutorial :

• Split infinitive but easily understood: It’s hard to completely follow his reasoning.
• No split infinitive, but awkwardly written: It’s hard to follow completely his reasoning.

20. Be conscious of pronouns

A conversational approach typically works best when you’re creating web content. Writing in the first or second person can accomplish this.

Embracing inclusivity also fosters a conversational atmosphere.

When you’re using pronouns, make sure it’s clear to what the pronoun refers. Given some people use they/them pronouns, ensuring pronoun clarity is especially important.

In those cases where the reader may be confused, explain the person’s use of the plural non-gendered pronoun in the text, for example, “Alex Alumino, who uses they/them pronouns …” Even better, just repeat their name in the sentence so there’s no need to explain and no misunderstanding.

21. Don’t overuse words

Redundancy bores. To figure out if you’re committing this sin, paste your text into the Word It Out tool. The word cloud reveals those used most often in your text.

We input a recent CMI article about user stories to create a word cloud for that content sample. It is no surprise that “user” shows up front and center, but it’s also an indicator for us to review the article to see if “user” is overused. “Katie” also shows up prominently in the word cloud as it’s the first name of the source for the article, and CMI uses first, instead of last names, on second and subsequent references. A review of the article could reveal it unnecessarily references the source too many times.

Similarly, WordCounter detects whether you’re using the same words too often. Use Thesaurus.com to find alternatives.

22. Try this content writing tool to replace jargon-like words

You need to speak your audience’s language, but that doesn’t mean you need to adopt the industry’s jargon. De-Jargonizer is designed to help analyze the jargon in scholarly articles, but the tool works just as well with your content writing.

In this example from a CMI article about building a social media plan , De-Jargonizer identifies four “rare” words — ebbs, inhospitable, clarifies, and actionable.

You can upload a file or paste your text to discover those rare words, aka potential jargon, in your content writing. Then, you can find more reader-friendly replacements.

23. Check your readability score

Even if readers can understand the jargon and complex sentences, they still don’t want to work hard to understand your content. To help understand if your writing is on the easier side, use a tool like Web FX’s Readability Test . It scores your content’s average reading ease and targeted readership age.

In this example, it evaluates the Fedex.com website and concludes it has a reading ease of 27.8 out of 100 and is targeted at 14- and 15-year-olds.

You can scroll down to see other readability scores, including Flesch Kincaid reading ease, Flesch Kincaid grade level, Gunning Fog, Smog Index, Coleman Liau, and Automated Readability Index.

The bottom of the evaluation includes the statistics about the evaluated text, including:

• Total sentences
• Total words
• Complex words
• Percent of complex words
• Average words per sentence
• Average syllables per word

Adjust your writing to meet the preferred readership level of your audience.

24. Evaluate sentence structure with the Hemingway App

Want more help to write content that’s easy to read? Consider tools like the Hemingway app, which provides immediate and detailed feedback on content structure, including sentence formatting. With the website version, you can replace the default text with your own.

The Hemingway app identifies potentially unnecessary adverbs, warns about passive voice, and triggers alerts to dull, complicated words.

In this web writing example from its home page, Hemingway App highlights one of the 13 sentences as very hard to read, one as hard to read, two weakener phrases, and one word with a simpler alternative.

25. Get web writing right with good grammar

Proper grammar is a necessity; you want to get everything correct to satisfy readers (and bosses). Try Grammarly .

Improve your writing with this cloud-based, AI editor. Grammarly automates grammar, spelling, and punctuation checks, often giving better, cleaner content options. The tool also alerts writers to passive voice, suggests opportunities to be concise, and assesses overall tone.

You also can save time and energy with ProWritingAid . It eliminates the need to reread to polish your content. This AI editing software offers more than grammar checks. It checks for vague wording, sentence length variation, and overuse of adverbs and passive voice. The tool also identifies complicated or run-on sentences. (“Content Writing Examples, Tips, and Resources”)

26. Read your web content in scanning mode

Here’s some sad news for content writers: Readers won’t consume every word in your content. They skip and scan a lot to see if the content is a good fit for them, and then they hope they can glean the relevant information without having to consume all the content.

As you write, think about how the text will look visually. Make it easy for readers to scan your content by including:

• Short paragraphs
• Bulleted lists
• Bolded text
• Words in color

27. Read aloud

If your content doesn’t flow as you speak it, it may not work for the reader . Pay attention to when you take too many pauses or pause in places where no comma exists. Adjust your text — add a comma or break the sentence into two.

Microsoft Word offers a read-aloud feature through its immersive reader tools, while Google Docs can use a Chrome extension to give a voice to the content .

28. Use plagiarism checkers

In recent years, advancements in artificial intelligence have prompted growth in automated plagiarism checkers. Microsoft Word embeds the feature option in its software as does Grammarly. You also can use tools dedicated to ensuring that the content writing isn’t a copycat (or being copycatted), including:

• Unicheck – Verify the originality of work with plagiarism detection. You can spot outright copying and minor text modifications in unscrupulous submissions.
• Copyscape – Protect your content and your reputation. Copyscape uncovers plagiarism in purchased content and detects plagiarism by others of your original work.

Of course, no plagiarism checker is 100% accurate, so before you accuse a content writer of plagiarism, triple-check the results (and add a human touch whenever appropriate).

29. Use a topic tool for writing inspiration

HubSpot’s Ideas Generator works well to get your creative content writing juices flowing. Just fill in the fields with three nouns to get some ideas.

For example, if you input the words car, truck, and SUV, HubSpot delivers these ideas along with the targeted keywords for the topic:

• Keyword: Top truck accessories
• Keyword: Comparing SUV models
• Keyword: Truck bed organization ideas

HubSpot’s topic generator also allows users to pick a title and have an outline created for that article.

You also could perform a similar exercise by writing the prompts in other generative AI tools, such as ChatGPT and Gemini .

NOTE: Always review the titles and accompanying data to ensure accuracy. In the HubSpot sample, the generator included a headline — Discover the Best SUVs for Families in 2021. Yet, it’s 2024.

30. Know SEO responsibilities in web writing

Sometimes writers create content with multiple purposes. They have the burden of blending SEO into the content . I frame it as a burden because it’s one more variable to deal with. If you have a knack for SEO and goals you can measure, it’s not a burden.

Unfortunately, you sometimes don’t know what realistic keywords to pursue. Aim too low and you use rarely searched keywords. Aspire for something too competitive, and the content won’t rank.

How are you evaluating keywords? Learn how to find your sweet spot with keyword selection (and how to appear on the first page of Google). Identify potential keywords by using tools like:

• Moz Keyword Explorer
• Google’s Keyword Planner
• Keyword Tool
• AnswerThePublic
• Neil Patel’s Ubersuggest

31. Monitor relevant topics to get ideas for your content

With Feedly , you can stay informed about what matters most and avoid information overload. This AI assistant learns your preferences, then culls and curates content from the internet that you want and need.

Share your favorite writing tricks

What content creation and copywriting productivity tools do you favor? What do you do each day to make your writing tasks just a little easier? Please tag CMI on social media using #CMWorld.

All tools mentioned in this article were suggested by the author. If you’d like to suggest a tool, share the article on social media with a comment.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can't attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

HANDPICKED RELATED CONTENT:

• 7 Ancient Archetypes That Give Your Content Fresh Relevance
• How To Write Faster With or Without an AI Assist
• How To Get Branded Content Right: Examples, Ideas, and Tips
• How To Catch Audiences With Extraordinary Hooks
• New Study Reveals Clear Writing Tips for B2B Marketers
• 6 Easy Things You Can Do To Improve the Content Experience for Your Audience
• How To Turn Old Content Into a New Work of Art With an AI Assist

Cover image by Joseph Kalinowski/Content Marketing Institute

12 Writing Services to Offer as a Beginner + Examples!

Interested in all the different writing services there are out there?

When you first start out as a freelance writer, it may seem that the only service worth offering is writing blog posts and articles.

The common misconception here is that writing for the web is limited to blogs. However, you’d be amazed at how many writing services you can offer as a beginner!

As more and more businesses take to the internet to expand their growth and customer-based, the more they are realizing the value of having well-written content – whether it’s blog posts, landing pages, email outreach or even Facebook ads.

And, since most business owners don’t have the time or skills to do this themselves, they are willing to pay freelance writers to do the work for them.

This is great news for writers – especially beginners!

Check out this list of writing services you can offer as a beginner that will increase your portfolio, your experience and (most of all) your income.

Make Money With These Writing Services

1. facebook ads.

You may be wondering why anyone would pay a writer to create a Facebook ad. How hard can it be, right?

In today’s day and age, people are constantly bombarded with social media advertisements, posts and articles.

Businesses and clients want something that will grab their customer’s attention, compel them to click and create a relationship between business and customer – and they’re willing to hire writers to make this happen.

The key to writing Facebook ads that convert readers to buyers is knowing who your audience is, providing eye-catching visuals and using a compelling call-to-action.

This is a copywriting services and a niche that is high-paying since businesses pay thousands of dollars to run Facebook ads just to get people to their product pages.

Here is an example of a well copywritten Facebook Ad.

2. Social Media Posts

Writing social media posts kind of exists in the same vein as writing Facebook ads, but can be expanded to include other platforms such as Twitter, LinkedIn and Instagram.

Plus, this writing service can lead to work as a social media manager!

When it comes to writing social media posts, businesses are looking for someone who can create written content to provide context to images, videos and other updates.

Otherwise, it’s hard to connect with online audiences.

If you can write short and engaging content, you can add social media posts to your writing services.

Here’s an example of social media writing service for Mod Cloth.

And, the more experience you gain in the workings of social media marketing, you can begin to add social media manager to your repertoire of services.

3. Transcriptions

You may think transcribing services are limited to the business and medical world, but many bloggers are beginning to seek and pay transcriptionists!

Because there is such a broad range of industries looking for transcribers, offering this as a writing service is a great way to make some extra income as a beginning writer.

Transcribing involves taking an audio or video recording, such as a YouTube video or podcast, and converting it to text. The transcriptionist is responsible for typing out the audio/video word-for-word with proper spelling, punctuation and grammar.

This is why this service is right up a writer’s alley! You do, however, need a good ear – and fast typing skills help too.

Here is an example of Pat Flynn’s podcast transcription on his site. When you click on a podcast episode you are taken to a page with the podcast, a written introduction and a transcribed version of the podcast that you can even download.

4. Editing and Proofreading

There is a difference between editing and proofreading, but they do require a good eye for spelling, grammar and punctuation.

Proofreading focuses mainly on spelling and grammar whereas editing can involve rephrasing sentences or restructuring sections of text.

Whether you choose to offer editing or proofreading services , these writing services cover a wide variety of content including web content, eBooks, white papers, student essays and user manuals.

Knowing what type of content you are editing and/or proofreading is important since blog posts, for instance, are structured differently than essays.

Clients will seek editing/proofreading services since, while they may have the time to write their own content, they may not have the time or skills to polish it for publication.

And as a freelance writer, taking these editing or proofreading jobs breaks up your day of writing. While I love writing, I do need to do other things like editing or creating Pin graphics to keep me motivated and free of writer’s block .

Write Your Way to Your First $1k course student Sue-Ellen shares all her writing services on her freelance writing website and includes editing and proofreading services.

5. Sales Pages and Landing Pages

In the world of online marketing, a landing or sales page is a single web page that promotes a service, product or opt-in.

Many companies use these types of pages to convert site visitors into paying customers, while site owners often use them to capture emails to build their subscriber list.

Sales pages and landing pages involve more than simply outlining what the business or site owner is offering.

Most include a pain point experienced by the reader (what the reader is struggling with), how the product/service can alleviate this issue and a call-to-action asking the reader to do something.

Some landing pages and sales pages include testimonials from previous buyers and customers. Overall, these pages emphasize the benefits of the product/service and is an easy writing service to offer.

Many businesses are open to paying a writer to create a compelling and converting sales and/or landing page. As a digital marketing writer this is a writing service many business and blog owners ask me to write for them or help them with.

Here is an example of one of my landing pages to grow my email list.

6. Guest Posting and Ghostwriting

It’s been proven that businesses with blogs on their sites attract more traffic and customers – so more and more businesses are adding blogs full of informative content.

However, many business owners don’t have the time to write their content or, as I mentioned above, don’t have the skill.

While guest posting and ghostwriting both involve writing blog content, guest posting means the article is posted on someone else’s site while ghostwritten articles are posted on the client’s site.

As a beginner, you are more likely to drum up business writing ghostwritten content. However, there are many site owners that want to grow their brand by guest posting.

Usually when they hire a freelance writer they will tell you it’s ghostwritten content and it’s up to the owner if they want to use your content for guest writing.

One thing to look out for is landing a freelance writing job and the owner expecting you to get guest posting spots on huge sites. This isn’t your job at all. They pay you for content and they go and guest post your ghostwritten article.

7. Email Outreach

Many businesses use email outreaching as a way to gain more customers and expand their business.

In order to save time and ensure that the emails are effective, businesses will hire writers to create cold emails to send to potential customers.

The alternative for businesses that don’t have the time is to resort to ready-made email templates. The risk here is that their prospects may have already received the exact email template from someone else.

Crafting an outreach email takes a certain skill – you need to be able to put yourself in the customer’s shoes and provide information that will resonate with them.

The content needs to be concise and clearly worded since many people don’t spend a lot of time reading emails.

For a beginning writer, however, this is not a difficult feat and email outreach is a service you can easily add to your repertoire.

I don’t personally offer this writing service but I do get many outreach emails from marketers, SEO specialists, and other bloggers or freelancers.

This outreach email is a template that I can only assume was written by a copywriter.

8. Newsletters and Emails

Good marketers know that their list of email subscribers is a goldmine for increasing sales and traffic. Most will try to send out an email once a week.

As a freelance writer, you can offer to write these newsletters and emails to save business owners time. And guess what? Many new writers love this type of project! Emails are fun to write, don’t take a lot of time to write and are a high-paying writing niche.

This is a very personalized service so you need to have a good understanding of the client’s voice and the message they want to convey. When you are just starting out in the world of freelance writing, this is a great way to drum up some consistent business.

9. Product Descriptions

Product descriptions may be short and sweet but, when a business is looking to launch multiple products at once, they may not have the time to write them all.

Product descriptions are different than landing and sales pages, since you need to highlight the main features of the product in a short piece of content.

Oftentimes, product descriptions do not have to go into great detail, especially if the functionality of the product is obvious. For instance, a t-shirt is pretty self-explanatory – you really only need to describe the material and fit.

However, more obscure products will need a bit more explanation to help potential consumers understand what it is and why they need it.

Writing product descriptions is a great writing niche that can help you make money writing as it’s a great way to earn some extra cash and get some experience under your belt.

I was hired to write product descriptions for Walmart and I had fun crafting toy descriptions in a fun way.

10. Resumes and Cover Letters

Resumes and cover letters are an important part of job-seeking since they help employers determine who they want to interview based on a quick snapshot of the potential job candidate.

Not everyone has a way with words and oftentimes an ill-crafted resume and cover letter can end their chances for their dream job immediately.

Enter the freelance writer! You can use your writing skills to help individuals create and polish their resumes and cover letters to help increase their chances of getting a job.

When you do create a resume for a client, remember to take the kind of job they are applying for into consideration. Some jobs, such as a graphic designer, may appreciate a fancy resume while others may just want something simple and straightforward.

Write Your Way to Your First $1k course student Amanda is a nurse and resume writer for other nurses and is even a twin mom too! She even has a podcast for nurses!

As for cover letters, these are very specific to the job being applied to so be sure to get a copy of the job description from the client.

There is a huge market for this and, as a beginning writer, you have the skills necessary to offer this writing service.

11. Slides and Presentations

If you’re handy with Google Slides or Microsoft PowerPoint, you could offer your services in creating slides and presentations for clients.

Bloggers may seek to have certain blog posts converted into a presentation or businesses may require training presentations to show their staff.

Even if you’re not adept at these programs, they are super easy to learn. You can use either to put together a presentation that features text, images, videos, audio and cool transitions.

Work with your clients to understand the style they are going for. Have them provide you with the information and any media they wish to include.

To get started with this writing service, create a few mock-up presentations to add to your portfolio!

Here’s an example of one of my many slide presentations I use for Youtube videos.

12. Online Course Content

Online courses are a hot commodity right now, with so many individuals excited about the idea of being able to learn new knowledge and skills right from the comfort of their homes!

However, people who have a skill or passion to share sometimes have a great idea but lack the skills to compile it into a successful course.

As a freelance writer, you can help these people by creating their course content. You can offer to write text-based pieces, scripts and even create presentations.

There is potentially a huge market for this writing skill since selling courses is a great way to make passive income. People want to get in on that but don’t know how to create the course material.

What Are You Waiting For?

Here are twelve amazing writing services you can begin offering today!

Start by creating some sample pieces, finding some clients and pitching your skills and services.

Did I miss anything on this list? Is there a writing service you are offering as a beginning writer I didn’t mention? Let me know!

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