Below you will find a structure that is so natural that it makes every review a no-brainer.
Introduction
Why it’s important: It engages the reader and quickly provides context.
What should be included: A brief description of the brand itself — what makes it unique and why the reader should continue reading.
Clues:
- Avoid clichés and platitudes.
- Limit yourself to two or at most three sentences.
History of the brand
Why this is important: Context for the reader and possible credibility signals.
What should be included: Key roots, milestones, and landmarks that define the brand’s personality.
Clues:
- Only mention dates if they are important.
- Take the right amount of time for the brand values and explain them to the reader.
Products/Services
Why this is important: You want the audience to see the brand at work.
What should be included: A brief indication of what the company offers and what might be of interest — special features, new launches, or technical highlights.
Clues:
- If there are several product lines, you can use subheadings.
- Provide hard technical details for brevity and reader-friendliness.
Quality and reputation
Why this is important: Customers want to know if the product is worth the price.
What you should look for: Materials, workmanship, durability, certifications, and awards.
Clues:
- Mention any third-party endorsements (customer reviews, industry awards).
- Avoid exaggerations — be honest.
Reviews Overview
Why this is important: Enables a broader perception than a single opinion.
What should be included: Catchy reviews from social media, Amazon, or other sites, especially if the same praise or complaint keeps popping up.
Clues:
- Highlight some recurring key themes in bulleted lists.
- Cite sources, e.g., “There are many Amazon reviewers who rave about the durability.”
General impressions
Why this is important: Personalization through a subjective approach.
What should be included: The reviewer’s general impression and experience — a mix of pros and cons.
Clues:
- Don’t be a Gary Vee in this context.
- Make provisions for common user requirements or standards.
Pros and cons
Why this is important: Readers are happy when they can get something for their time quickly and at a glance.
What should be included: A short list of strengths and weaknesses relevant to past sections.
Clues:
- Aim for 3–5 points per page.
- Be brief: “Good materials, but little choice of colors.”
Final verdict
Why this is important: Readers want a clear ending.
What you should write: Two or three sentences about the article — who it’s for and why you think others will want to read it.
Clues:
- Keep it short and concise.
- Highlight your ideal target group (e.g., “Perfect for business travelers who need durability”).
Why this structure works
- Consistency: Readers know what they are going to get → strong trust.
- Thorough: Each core element of the brand is given the space it deserves.
- Readability: Headlines are bolded, and overall the layout is accessible to both overachievers and excavators.
Additional guidelines
Tone of voice and style
- Strive for an entertaining yet authoritative style.
- Write as if you were talking to a friend who is genuinely interested in making an informed decision.
Formatting
- Write in short paragraphs (2–3 sentences).
- Use logical subheadings and include relevant links or images sparingly.
SEO tips
- Avoid keyword stuffing and use them organically with the brand name.
- Write good headlines (H2, H3).
- If possible, add alt text for all images.
Authenticity
- Use up-to-date data, personal tests, or credible sources whenever possible to create trust and competence.
Quotes and claims
- If you make bold claims, always quote them or include a disclaimer.
- Avoid exaggerated hype — only make claims the brand can actually deliver on.
By following this framework, you’ll write clear, engaging, and genuinely helpful reviews that keep readers coming back.
Related:
How to write a good review
Terms and conditions
Nick Oscar
Updated: 5 March 2025