How to Write a Practical Product Review in 2020 (2023)

I want you to think back to the last notable purchase you made.

It doesn’t necessarily have to be a big-ticket item, just one that was worthy enough to research ahead of time.

Whether it was a new vehicle, electronic device, kitchen appliance, sports equipment, beauty product, or even a new book, as long as it was something you felt vested in enough to make the right choice.

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During your research, you probably looked up best-in-class listicles, comparison articles, and cost breakdowns to help you narrow your search.

And I’m willing to guess, once you were down to a handful of contenders, you read several reviews, too.

If you did, you’re right up there with 95% of shoppers who say they read online reviews before making a purchase.

In fact, 72% of shoppers don’t take action until they’ve read reviews, and 97% of buyers say reviews influence their purchase decisions.

With stats like those, it’s pretty clear that online reviews can be the deciding factor between a customer buying a product or skipping it in favor of another.

Which is why I’m always amazed when retail businesses ask me, “what kinds of content should I produce?”

Here at IMPACT, we always suggest writing The Big 5 blog article topics first:

  1. Cost
  2. Comparisons
  3. Best-in-class lists
  4. Problems
  5. Reviews

Common objections to review articles

Whenever I tell these retail companies to write review articles, they always have the same reasons why they haven’t or feel like they can’t:

1. Buyers should write reviews

After all, these are people that bought the products themselves and felt passionate enough about their purchase to inform (or warn) others, right?

While detailed consumer reviews can be very helpful (I scan through them myself on Amazon), most customer reviews are not very articulate, and many others are suspicious.

We’re all pretty familiar with why people write consumer reviews: They’re either ecstatic or enraged.

Honestly, how many times have you looked at review breakdowns on Amazon and seen most of the ratings as five-star and the second most as one-star?

And how trustworthy do you find those five-star ratings? You might assume some of them to be disingenuous; fabricated reviews meant to tip the ratings scale.

Aside from the trustworthiness and imbalance of the reviews, how often are the consumer reviews well written?

How many genuinely helped you decide if the product was right for you, rather than just a breakdown of why it was right or wrong for them?

For example, I was recently shopping for a new dog harness on Amazon.

And while I found a few reviews that were valuable, many (like the ones pictured below) weren't helpful at all.

How to Write a Practical Product Review in 2020 (1)

How to Write a Practical Product Review in 2020 (2)

(Video) How to write a product review

2. Third parties should write reviews

There are a lot of third-party consumer review sites that give excellent product evaluations.

And yes, they’re often trustworthy because they don’t usually have any stake in the products they review, and if they do, they usually announce their affiliation at the top of the article.

Trust is really the heart of this objection. When I hear people say, shouldn’t third parties write the reviews?; what they’re really saying is, can people trust my review if I sell the product?

The answer to their unspoken question is yes...but there are some best practices to follow which we'll get into later.

Why you should write product reviews

Above I mentioned The Big 5. These are among the most important blog articles for any business to write.

These are articles that answer the most pressing questions consumers ask before they make a purchase decision.

And while reviews may be less relevant to service-based businesses, they are clutch for retailers.

But why should you write reviews on your website?

Reviews are bottom-of-the-funnel

When you write review articles, you’re catching people in the middle to bottom of the funnel.

These are folks who are heavily vetting a purchase and are very close to making a final decision.

But first, they want to ensure they’re making the right choice.

Reduce buyer’s remorse

People are willing to spend a lot of time safeguarding their purchase choices.

The more important the decision is to them, the more time they’ll devote to researching their options.

The last thing they want to have happen is to buy a product that turns out to be a poor fit for them.

So they turn to reviews to learn if the product is right for them because they feel that’s where they’ll get honest answers.

Lack of trust in salespeople

One of the greatest benefits of the internet is that it levels the playing field between buyers and salespeople.

Just a handful of years ago, salespeople were the gatekeepers of information, and they could choose to share that information with buyers or hold it.

And let’s be honest, if you were to go to a used car lot right now without researching any of the vehicles on the lot ahead of time, how confident do you feel the salesperson would help you find the right car for you?

Not too confident, right? In fact, in a survey by HubSpot, they found that only 3% of people trust salespeople (and only 1% trust car salespeople).

How to Write a Practical Product Review in 2020 (3)

Buyers learn from you

Perhaps the most important argument for writing your own reviews comes down to where people are reading the reviews.

Sure, third parties do a great job of educating people on the ins and outs of products, but where do those readers go after reading the reviews?

They could be clicking on links within those articles or they could be going back to Google and finding out who to buy from.

But if they’re reading the reviews on your website, they’re learning from you, they’re building trust in your brand, and you have a better chance of converting them into a paying customer.

How to write product reviews for your business blog

So now that we can agree on the value of writing review articles and why people are invested in reading them, how do we go about writing them?

Commit to being honest and objective

First thingsfirst: If you’re going to write reviews, you can’t write them for the sole purpose of convincing people how great the products you sell are.

(Video) How to Create a Product Review Video (That Actually Gets Views!)

Remember, people trust reviews, they don’t trust salespeople.

In that spirit, you have to take your business hat off and put on your consumer cap.

You have to be willing to admit that your products are not always a great fit for everybody.

Take the time to really consider situations and types of buyers that are not a good fit for the product.

How can you help people make the best decision for them?

To help your buyers out, you need to commit to being honest in your articles. If you have a bias (which if you sell the product, you do), you should let them know early on.

If you’re not upfront that you sell the products you’re reviewing, and readers figure it out on their own, you’ll lose trust.

As much as you’d like to hype up your products, you’ll need to be as objective as possible.

Don’t let your bias influence your review.

Organize and prioritize

Before you put pen to paper, you’ll want to get organized.

Start by listing all the products you sell.

Once you have your list dialed in, you’ll need to prioritize which reviews get written first.

It’s up to you where you want to begin, but if you’re struggling, I’d recommend you start with top sellers.

These are products already doing really well, but if you want to increase your sales numbers, start by reviewing products people already want from you.

Write reviews of the products you’d like to sell more of or products you just started carrying.

You may also want to do some keyword research and find out which products people are searching for reviews of the most.

Get to know the product

If you’re already an expert on the product, fantastic; writing the reviews should be a piece of cake.

If you’re not as familiar, you need to get familiar.

Be diligent in your research:

  • Read the manufacturer’s product spec sheet
  • Read consumer and third-party reviews
  • Get your hands on the product (if possible) and try it yourself
  • Interview experts who have experience using the product
  • Interview your salespeople who have experience selling the product
  • Interview customers who have purchased the product

Consider your grading criteria

How do you plan on critiquing the product?

Once you get to know the product intimately, you'll should create criteria for which you plan to judge the product on.

For instance, if you were writing reviews of vehicles, you'd want to include sections on how it handles on the road, safety features, interior features, size of the trunk, price, etc.

If you were reviewing lawn mowers, you'd want to include durability, ease of use, cut quality, maintenance, safety features, price, and performance.

Criteria will change depending on the product, but always keep in mind the categories that would be important for buyers to judge the product on.

Create an outline with the user in mind

It’s important this point remains foremost in your mind when writing reviews: These articles are about the buyer, not about you.

Put yourself in their shoes. You’re trying to help people make the right purchase for them. Sometimes that means letting people know when the product is not a good fit.


To help you organize your review, here’s a few elements to consider adding:

  • An intro
  • Description of product
    • Specs, features, upgrades
  • Grading criteria
  • Pros and cons
  • Good fit / bad fit customers
  • Comparison to other products
  • Quotes from experts
  • Quotes from customers
  • Outro

What to include in an intro

Don’t be afraid to get creative with your intros, as there’s no perfect way to write one.

However, there are a few things to keep in mind as you’re introducing the product: Connect with the reader’s problem.

Why are they searching for reviews of this product in the first place? What do they hope to gain from reading it?

If you can hold the mirror up to them, letting them know they’re in the right place, you can get them to stick around for the rest of the content.

As an example, in a review I wrote of SEMrush, my intro is a simple acknowledgement of just how many tools and features the software contains, and that the purpose of my review was to showcase the most important ones.

How to Write a Practical Product Review in 2020 (4)

I want the reader to feel less overwhelmed by the tool by promising to focus on the most useful aspects.

Call out potential bias.

From the screenshot above, you may also notice the disclaimer at the top of the article letting readers know that IMPACT is an affiliate of SEMrush.

If a reader decides to try SEMrush for themselves and clicks on a link to purchase the software, IMPACT will receive compensation.

If a reader discovered on their own that we get compensated for signups, how would they feel about the review?

By letting readers know my connection to SEMrush, they can feel more confident I’m not trying to pull the wool over their eyes.

They may have their defenses up a little bit as they read my review, but they can at least appreciate the upfront honesty.

Here’s another example of a company that sells products they review, how they acknowledge it, and how they promise to be objective in their review of the Zebra GX Barcode Label Printer.

How to Write a Practical Product Review in 2020 (5)

Give a description of the product

One of the main elements people want from reading reviews is a comprehensive breakdown of all of the specifications, features, and upgrades.

These elements can easily be found by looking at the manufacturer’s spec sheet or the tools listed for the SaaS platform.

Listing all of the specs and features out in bullet points makes the content easy to scan by presenting it easily digestible bites.

Check out the screenshot below on how the features are easy to scan and absorb.

Use grading criteria

As mentioned above, consider what is most important to the consumers reviewing these products.

When reviewing this individual product or comparing it to others in the same class, what categories are important to them?

You can write detailed answers to each of these categories and / or use graphics to show how the product you're reviewing stacks up in these categories.

Below you'll see some of the criteria Outdoor Gear Lab uses for reviewing backcountry avalanche airbags.

How to Write a Practical Product Review in 2020 (6)

(Video) The ULTIMATE Guide To Make OUTSTANDING Product Reviews!

List pros and cons

While the bells and whistles are great, remember, people are trying to decide if the product is right for them.

To truly help people make the most informed decision possible, you can’t just list the features and benefits.

That’s why I highly suggest adding in a section on the pros and cons of the product.

Below, you’ll see the section on pros and cons from an in-depth review of the BMW i3 Rex.

How to Write a Practical Product Review in 2020 (7)

Good fit / bad fit

In the same vein as writing about the pros and cons, some readers will still need help determining if it’s the right choice for them.

Listing out the situations the product is not the best fit for, or the buyer’s it’s not a good fit for, can really help them make an informed decision.

Compare to other products

As buyers close in on a purchase, they often research several options.

They may bounce from reading a review of one product to a review of another. And they might search for direct comparisons between two or more contenders.

Hopefully, in addition to writing reviews, you’re also writing comparison articles.

However, if you add in sections to your review describing how the product stacks up to others in its class, you can keep people from leaving to look up comparisons.

Save people the time and effort of searching for comparison articles by adding comparisons in your review article.

Below you'll see how the iPhone 11 is compared to similar phones from other manufacturers.

How to Write a Practical Product Review in 2020 (8)

Add quotes from experts and testimonials from customers

To help flesh out your review article, give samples of reviews you’ve found or received from other consumers.

Again, this helps keep people on your page learning everything from you. It can also give them a broader sense for whom the product worked out for and why, and for whom it didn’t.

If you’re not the expert reviewing the product yourself, but you had help from interviewing salespeople or product owners, use quotes from them to lend credibility to your review.

What to include in an outro

You’ve fully educated the reader about the product, you’ve remained fair and objective throughout, how do you wrap the article up?

You have to give the people what they want:

A final verdict

Whether your scale is based on numbers, stars, colors, or frowny to fervent faces, people want to know the conclusion of your research.

So like it or not, to make a truly impactful review, you have to make a final verdict.

How can you help readers decide if the product is the best fit for them or if they should continue their research?

Plug your services

Hopefully you’ve committed to being objective throughout the article and were able to reel in the part of yourself that just wanted to sell the product to the reader.

The outro is the best place to let readers know how you can help them further.

(Video) Practical Product Reviews: De'Longhi Espresso & 10-cup Coffee Maker

Whether it’s a link to a shopping cart, a call to action to book time with a salesperson, or a prompt to visit your storefront, the outro is where you can plug your services without the reader’s defenses going up.

Next actions

Now that you know why you should write reviews for your business and have some ideas for how to frame your article, the only step left is to start writing reviews.

If you’d like tips and advice on how to write some of the other Big 5 blog articles, check out the links below.

  • How to Write a Cost Article
  • How to Write a Comparison Article
  • How to Write about Your Competitors
  • How to Write a Problems Article


What should I discuss in a product review? ›

Discuss the benefits and drawbacks of a particular product, based on your own original research. Describe how a product has evolved from previous models or releases to provide improvements, address issues, or otherwise help users in making a purchase decision.

How many words should a product review be? ›

Writing useful product reviews takes considerable time and effort. It's not something you throw together quickly in 400-500 words. Rather, the best reviews go into great depth and can easily encompass 1,000 – 2,000 words. Before writing, ensure you can commit the time needed to make yours a review worth reading.

How do I write a product review page? ›

For some product categories, you may want to review many products on one page.
These include:
  1. Pick your niche.
  2. Establish your domain name.
  3. Choose your platform.
  4. Establish your monetization strategy.
  5. Design your product review website.
  6. Start writing reviews.

What is a good sentence for review? ›

I read the book reviews in the newspaper. The educational software was sent to teachers for review. Verb Scientists are reviewing the results of the study. I need time to review the situation.

How do you start a review example? ›

If you are wondering how to start an article review, begin with an introduction that mentions the article and your thesis for the review. Follow up with a summary of the main points of the article. Highlight the positive aspects and facts presented in the publication.

What are the 4 parts of a review? ›

After analyzing many book reviews (most or all of which are from mainstream sources), Campbell suggests four elements of criticism: reaction, summary, aesthetic appraisal and historical appraisal.

What questions should I answer in a review? ›

Examples of Great Performance Appraisal Answers to Common Questions in self-appraisal
  • What was your greatest accomplishment during the last review period?
  • What was the biggest challenge you've faced?
  • What are your long- and short-term career goals?
  • Which goals didn't you meet, and why?

What are the 10 tips of writing product description? ›

Tips for How to Write Product Descriptions

Use headers and bullet points. Choose expressive words. Appeal to your audience's feelings. Utilize e-commerce SEO best practices, like keywords.

What is a headline in a product review? ›

You can use your headlines to illustrate the benefits the user will get from the product or any negatives that the reader needs to know. Creating your subheadings before you write the rest of your review will help to keep your content focused and valuable to your audience.

What should a 5 star review say? ›

Generic 5-star positive review response examples

Thanks for sharing your rating with us and the community.” “Many thanks for the 5-star rating. If there's anything we can do to improve our offering, please let us know!” “Thanks so much for taking the time to leave us a 5-star rating – it's much appreciated!”

How do you structure a good review? ›

The critique should be a balanced discussion and evaluation of the strengths, weakness and notable features of the text. Remember to base your discussion on specific criteria. Good reviews also include other sources to support your evaluation (remember to reference). You can choose how to sequence your critique.

How do you write a review answer? ›

Ten simple rules for writing a response to reviewers
  1. Rule 1: Provide an overview, then quote the full set of reviews.
  2. Rule 2: Be polite and respectful of all reviewers.
  3. Rule 3: Accept the blame.
  4. Rule 4: Make the response self-contained.
  5. Rule 5: Respond to every point raised by the reviewer.
12 Oct 2017

How do you start a paragraph for a review? ›

How to do it
  1. opens with a topic sentence that says what the paragraph is about;
  2. has several detail sentences that prove the point you are trying to make;
  3. uses quotes or examples from the book or movie, if possible, to help prove your point.
15 Jan 2019

How do you write a good example? ›

You want to make sure that your examples help you to support your thesis statement. The best way to do this is to talk about specific ideas, people, and things, rather than making broad generalizations. If you're writing a descriptive essay, use sensory imagery so the reader can see what you see and feel how you feel.

How do I prepare for my first review? ›

Prove Yourself Again with Your First Performance Review
  1. Summarize Your Key Achievements. Think about what you've achieved since you began the job, and develop a written list of your most important accomplishments. ...
  2. Present These Accomplishments. ...
  3. Develop a Detailed Agenda.

What are the review techniques? ›

How to Review Effectively
  • Review Your Information Immediately. Spend a few minutes reviewing new information as soon as you've learned it. ...
  • Schedule Further Reviews. ...
  • Test Yourself. ...
  • Rewrite Your Notes. ...
  • Teach Someone Else. ...
  • Put Your Learning Into Action. ...
  • Know When to Take a Break.

What are review methods? ›

Refers to any combination of methods where one significant component is a literature review (usually systematic). Within a review context, it refers to a combination of review approaches. For example, combining quantitative with qualitative research or outcome with process studies.

What are the steps in review? ›

  • Step 1: Framing questions for a review. ...
  • Step 2: Identifying relevant work. ...
  • Step 3: Assessing the quality of studies. ...
  • Step 4: Summarizing the evidence. ...
  • Step 5: Interpreting the findings.

What are the 3 core questions of performance reviews? ›

By asking specific, targeted questions in employee evaluations, managers can really dive into individual performance, employee motivations, and goals.
Good questions:
  • What accomplishments this quarter are you most proud of?
  • Which goals did you meet? ...
  • What motivates you to get your job done?
2 Jan 2021

What are the 3 feedback questions? ›

The questions are: What should I stop doing? What should I keep doing? What should I start doing?

What questions should I ask in a product review? ›

Customer feedback questions to improve a product or service
  • What do you like most about our [product or service]? It's always good to know what parts of your products are pleasing customers. ...
  • What do you like least? ...
  • What feature/option could we add to make your experience better? ...
  • How could we have gone above and beyond?
17 Aug 2022

What is product description example? ›

A product description is a form of marketing copy used to describe and explain the benefits of your product. In other words, it provides all the information and details of your product on your ecommerce site. These product details can be one sentence, a short paragraph or bulleted. They can be serious, funny or quirky.

How do you effectively describe a product in one sentence? ›

Address critical information quickly. A good pitch is a short (around 30 seconds) speech that explains what your company does, why it's unique, and how it solves a problem. It should be clear, straightforward, and couched in simple language that doesn't obscure your value proposition.

What is a good review title? ›

The title should be a summarised view of the entire review in one line with 20-50 words and not more than that. The tile of your review should not be copied from other's reviews. The title of your review should not contain abbusive words.

How do you answer a three star review example? ›

For instance, you could write something along the lines of, “We're glad that you were satisfied with [your experience / your visit / relevant product / relevant service] and would love to hear some additional feedback about how we could improve our service even more.”

How do you ask for a positive rating? ›

Keep your message short and simple. Avoid unnecessary questions or phrases that your customers are unlikely to understand. If you would like them to review your business on a specific website, say so explicitly and provide clear instructions on how to do it. If you're going to ask for a rating, ask right away.

What is a good star review? ›

According to research by Northwestern, purchases are most influenced by reviews with an average rating of 4.2 to 4.5 stars out of 5 — making this the ideal average star rating for purchase probability. “Consumers perceive ratings closer to a perfect 5 stars as too good to be true,” the report suggests.

Can you write a 2000 word report in a day? ›

In sum, there is really no reason why anyone can't write 2000 words a day. That said, it's important to take care of your health during the process. Get up regularly, stretch, and don't forget to those other rhythms: eating and sleeping.

How many paragraphs should a review have? ›

Answer: A book review should have four to five paragraphs. One paragraph identifying the thesis, and whether the author achieves the stated purpose of the book. One or two paragraphs summarizing the book.

What are the three parts of a review? ›

Consider organization. Just like most academic papers, literature reviews also must contain at least three basic elements: an introduction or background information section; the body of the review containing the discussion of sources; and, finally, a conclusion and/or recommendations section to end the paper.

What makes a successful review? ›

Your review should be clear, constructive and consistent. Clarity is important because authors will not be able to respond to your concerns if they don't fully understand what they are. Reviews are most helpful if they don't just criticise, but also make constructive suggestions for how concerns may be resolved.

What is a review template? ›

A review template is a configuration of user-defined fields, roles, and other settings that you can quickly apply to a review. You can do this when you are creating a review or editing it: Click the image to enlarge it. Applying a template to a review may clear custom fields and the list of participants of this review.

What do you say to a positive review? ›

Some things you can say: “This review made our day!” “Thank you so much for taking the time to leave us this amazing review.” “We are so grateful for your kind words.

What makes an excellent product review? ›

A powerful product review should clearly point out who the product is for. Another reason why people read product reviews is even simpler. Users want to make sure the product is the best of its kind. Take marketing tools — people want to make sure they're straightforward, user-friendly and generally easy to handle.

What are positive responses? ›

A positive response to something indicates agreement, approval, or encouragement. positively adverb [ADVERB after verb]

How do I answer a review? ›

Tips for responding to customer reviews
  1. Say thank you.
  2. Respond in a timely manner.
  3. Stay professional and courteous.
  4. Understand your customer's experience with your business.
  5. Apologize when appropriate.
  6. Offer to talk it over if a customer has a complaint.
  7. Show that you're authentic and genuine by signing your name or initials.

What are the 5 elements of a good product? ›

5 Key Elements Every Great Product Description Should Have
  • An emotional connection. When we buy something, we're usually not just purchasing a product or service. ...
  • Persuasive language. Not all words are created equal. ...
  • A focus on benefits. ...
  • Mobile-friendly text. ...
  • SEO keywords. ...
  • Creating Product Descriptions That Sell.
2 Jun 2017

How do you make a positive review? ›

10 Ways to Increase Positive Reviews
  1. Make it a no-brainer task. ...
  2. Participate in positive social media interactions. ...
  3. Send a personalized follow up. ...
  4. Provide incentive to post a review. ...
  5. Share reviews on social media. ...
  6. Host a contest. ...
  7. Provide a seamless checkout process. ...
  8. Respond to negative reviews professionally.
17 Jun 2018


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