Launch Description Templates: Three Ways to Write the Paragraph Under Your Tagline

What does the description field have to do?

The tagline earns a click. The description decides whether the visitor tries the product, closes the tab or asks a question in the comments. It is read by a person who is already curious, which is why it can be longer than a tagline and why it should not repeat it. Say how the thing works, what a first session looks like, who it is for and who it is not for, and give one clear next step.

On this site the description field takes up to 1,500 characters, as of 13 November 2026. That is roughly two hundred and fifty words, enough for three short paragraphs and a list. You do not need to fill it. A tight 600 characters that answers the visitor’s questions beats 1,500 that circle them.

Which shape should you use?

• Use problem-first when the visitor already feels the pain and your product has one obvious answer to it. It opens on the pain, so it fails when nobody has named the pain before.
• Use three-step when the product is a tool and the quickest explanation is a sequence: upload this, pick that, get the result. It fails for products with no clear flow, such as a library or a game.
• Use the maker note when readers are technical and care how it is built, what it does not do and why you made the choices you did. It fails when written for a non-technical buyer, who will not stay for the second paragraph.

If two shapes seem to fit, choose the one whose first sentence you can write without a bracket. The first sentence is the one that shows in previews and the one most visitors finish with.

The three templates

[One sentence describing the situation the reader is in, with the irritating detail.]

[Product name] [does the one thing it does]. [One sentence on how, in plain words: what you give it, what comes back.]

What you get:
- [Concrete result one]
- [Concrete result two]
- [Concrete result three, ideally the one competitors lack]

Not yet: [the honest limit, such as a platform, language or feature that is missing].

[Pricing in one clause.] [Where to try it, or the single action to take.]

[Product name] takes [the input] and gives you [the output], in three steps.

1. [First action the user takes, with the exact thing they click or paste]
2. [What the product does, and how long it usually takes]
3. [What the user ends up with and where it lands]

Made for [specific kind of person]. Works with [the formats, tools or platforms it supports].

[One line on what is free and what is not.] Questions or odd inputs it chokes on: tell me in the comments.

I built [product name] because [the specific itch, with the tool or workflow it came from].

It is a [type of thing] written in [language or stack]. The interesting parts: [one design decision and why], [one trade-off you accepted].

It does [core capability]. It does not do [thing people will ask about], because [reason].

Status: [alpha / used daily by me / v0.x]. Source or docs: [link]. The feedback I want most: [one concrete question].

Every template ends with something the reader can act on or answer. A description that stops after the features leaves the visitor to decide what to do, and most decide nothing.

What does a filled-in version look like?

Here is Template A applied to an invented pantry tracker called Larder, with a note on what each part is doing. Larder is not a real product.

1. “You bought a second jar of cumin because you could not see the first.” Opens on the situation, with a detail anyone who cooks recognises. No product name yet, so the reader is nodding before they are being sold to.
2. “Larder is a pantry list you fill by photographing receipts.” One sentence naming what it is and how input works. A reader now knows both the category and the effort.
3. Three bullets: items grouped by shelf, a reminder when something is near its date, and a shopping list that skips what you already own. Each is a result, not a feature name.
4. “Not yet: Android, and receipts in languages other than English.” The honest limit saves a visitor a wasted download and makes the rest more credible.
5. “Free while it is small. Try it on one receipt.” The cost and the smallest first step, in nine words.

Compare that with a draft that opens “Larder is an innovative, AI-powered food management platform”. It tells the visitor nothing they could repeat. If your product sits near food or home life, the home and family ideas show how people on the board describe small daily problems in plain terms.

How do you check length, links and claims before you publish?

Paste the draft into a character counter and stay under the limit with a few characters to spare; the form blocks anything over, but you do not want to be trimming in a hurry. If you are over, cut the second feature before the first, and cut any sentence that begins “We believe”.

Links work differently in two places. The product’s website, entered in its own field, becomes the outbound link on your launch page and is a normal followed link. A link written inside the description text is marked nofollow ugc on this site, as with any user-written text, so use it for something a reader needs, such as docs or a demo, and not for search value.

• Does the first sentence make sense with nothing else around it?
• Is every claim something a visitor can verify on your site in under a minute?
• Is there a sentence saying what the product does not do?
• Is the next step a single action?
• Would a reader who knows nothing about your field understand every noun?

What should you do once the description is live?

Collect the questions people ask when you show the draft around. Each question is a sentence your description failed to answer, so fold the answers in before you press Publish: a launch on this site is final once it is live, so the description is a one-off, and the living version belongs on your own page. If you are at the stage of preparing the launch itself, launch your product free and use the launch copy generator for a first draft if you are stuck.

Related reading: the tagline formulas for the line above this paragraph, the glossary entry on a value proposition, and the launch day checklist for what else to have ready.