Here's a selection of the types of questions customers ask when they contact us.
A product description writing service helps ecommerce businesses create commercially effective content for product listings. It’s used to clearly communicate a product’s value to the right audience, with the goal of increasing conversions, improving search performance, and reducing return rates. These services are often brought in when launching new product lines or refreshing large catalogues to improve consistency and performance at scale.
Key components of product description writing:
Why is product description writing important?
It’s a done-for-you writing service that creates persuasive, accurate, and search-optimised copy for product pages. Designed for ecommerce teams managing large or growing catalogues, the service helps standardise tone, highlight key selling points, and reduce the return rate by making product expectations clear.
The standard methodology for product description writing is a four-step process designed for quality control and efficiency:
If you don't currently have a brand voice guide for them to follow, they create one at the start of the product description project. It defines tone, sentence structure, and terminology so every writer follows the same style.
Writers carry out keyword research and integrate one primary and two to three long-tail terms into each listing. They use tools like Ahrefs or SurferSEO to find keywords with commercial intent. Now, many writers structure descriptions in a Q&A format to make it easier for LLMs (AI) to detect and reference.
Clients share product specs, SKUs, target customer details, and any brand or tone documentation. Product description writers often also request product images to make their descriptions more visual.
Product description writers include precise details in their content to manage expectations and prevent misunderstandings. This helps reduce returns caused when what customer receive is different to what they expected.
It depends on the product but product description writers may use:
Yes. Most include one round of revisions. They start with a sample batch so clients can review and refine before full-scale production begins.
They deliver final descriptions in a structured Google Sheet or CSV file. Each row includes the title, meta tags, bullet points, and full descriptions—ready for upload.
Yes. Whenproduct description writers create service content for clients, they shift the messaging to focus on business outcomes like efficiency, compliance, or revenue, but follow essentially the same structured process.
Each platform add-on you buy provides you with a tailored version of the standard production description you buy that meets the rules, layout, content and tone of that platform. For each type, we provide the following:
🛒 Amazon
🔍 Google Shopping / Merchant Center
📱 Instagram / Facebook Catalogues
🛍 Shopify / DTC Sites
These descriptions work across your online store, feeds and marketplaces. You can also choose add-ons for Amazon, Google Shopping, Instagram or Shopify/DTC. These versions meet platform rules, will help with your search engine optimization efforts and improve click through rates to your site.
When you adjust content to meet each platform's specifications, that means your listings stay compliant and customers see them more often, increasing your chances of a sale.
We create product descriptions for clients in long-form, short-form and bullet formats.
Every description we write matches the brand tone of voice we agree on, highlight the key benefits of your products and cover all the details customers will want to know. We aim to make your descriptions scannable too as many people skim read.
We also include keyword research and internal linking for your product pages. This helps each individual product page be found easier as well as raising the general visibility of your site.
We create a special tone of voice specifically for the selling pages based on feedback from your team, first-party data analysis and more. We also make sure we cover the key features of each product in enough detail so buyers know what they're getting (meaning fewer returns) and what the benefits to them are.
This is how the persuasive language we speak in to your ideal customer. We avoid generic phrasing, preferring sensory wording like "velvety soft" and "crisp, refreshing" to help customers vividly imagine the product’s look, feel, or taste.
We write descriptions and alt text that pair well with the high quality product images on your store. We don't take pictures ourselves or advice on which images you should use on your product pages.
We'll ask you for high quality images of products we're describing if they're not present. Our job is to help customers visualize the product and understand why it’s worth buying, even without a physical store.
To create compelling content for your product pages, we need to know enough to create vivid and accurate descriptions that potential customers understand and appreciate.
Yes. Whether you’re launching new products or scaling your online sales, we write marketing copy that’s built specifically for e-commerce business. We build extra SEO benefits into each description to help each product page be found and lift the visibility of your site in general.
Product descriptions are crucial for conversions in ecommerce and help to build customer trust. Over 80% of online shoppers find product descriptions influential to their purchase decisions. SEO-friendly descriptions improve search rankings and drive organic traffic.
A good product description tells a story about what makes a product special, with the goal of persuading customers to make a purchase. Using sensory language in product descriptions can help customers imagine what it's like to own the product. For instance, describing a candle as "filling your room with the warm, soothing scent of vanilla and sandalwood" evokes a vivid sensory experience.
At the start, creating a clear outline is important for writing product descriptions to avoid overwhelming the reader. They should be scannable, concise, and engaging to provide a better shopping experience. Bullet points can essential product information easy to digest at a glance while storytelling can make them more relatable and memorable. The best type of information to use bullets on is key features and benefits (more on that later).
Including FAQs in product descriptions can help reduce hesitations to buy by addressing common customer questions. To choose the right FAQ for your product description, identify common concerns or questions your target audience has, such as sizing, shipping or product care, based on customer feedback or enquiries.
Balancing benefits and features is important. A feature is a specific attribute or characteristic of the product, such as its size, material, or functionality, while a benefit is how that feature improves the customer’s life or solves a problem for them.
Potential buyers are more interested in how product features will benefit them. Highlighting benefits makes product descriptions more persuasive. Effective descriptions should focus on emotional triggers to connect with customers. For example, instead of just stating a backpack has "waterproof fabric" (feature), say it "keeps your belongings safe and dry during rainy commutes" (benefit).
AI-powered tools can quickly generate top-quality product descriptions and streamline the writing process for e-commerce stores, according to some. AI tools can help brands scale content production without sacrificing quality and include relevant keywords to improve search visibility, others believe.
However, you need to take these claims with a pinch of salt. While it is true that AI tools can assist in maintaining consistency in product descriptions across a store, you need to be able to prompt them correctly to get that result. Combining AI efficiency with a brand's unique voice can create compelling descriptions, again only if you're familiar with dealing with AI interfaces.
AI product description generators can also streamline the writing process for e-commerce stores. However, without experience using AI, your copy will be prone to keyword stuffing as well as the overuse of power words that make it sound robotic. A good description of your product requires human involvement at some stage, ideally every stage.
A/B testing is a method of comparing two versions of a product description to see which one performs better in terms of customer engagement, conversions or any other metrics you choose to monitor.
Performing A/B testing on product descriptions helps determine what elements resonate best with customers. Businesses can use AI tools to optimize product descriptions through A/B testing with the right prompting.
However, the issue with using AI tools to optimize product descriptions is that they may lack the nuanced understanding of your brand voice or specific customer emotions. They won't sound like you and they won't address the reasons customers specifically want to buy your products.
We create a tailored template for each client based on your brand voice, product range and preferred copy style. We use this to guide and write well crafted product descriptions for your website and other online platforms.
The layout includes space for basic details and a clear structure for setting out the product’s benefits. This consistent format help create descriptions at scale we used to build high converting product pages. It also includes guidelines that make it easier for our copywriters to use brand-consistent engaging language across all of your product pages.