We write product and service descriptions in your brand voice that:
• Link target audience desires and pain points to your product features
• Rank high in traditional search through expert SEO optimisation
• AI search bots can easily scan and cite in their answers
Optimise your revenue-generating content with [w].
Underperforming product description pages drain revenue. They fall behind competitors in search rankings and fail to convert the visitors who do find your site.
The main reasons most product descriptions fail are:
If you don’t translate features into benefits, potential customers can’t see how your product solves their problem or makes their business run more smoothly.
Supplier copy is bland, generic and is not written to appeal to your target audience. Plus if your competitors are using it, you all get penalised for duplicate content.
Building content for your entire catalogue reduces the quality of every description. Instead, focus on the products that drive the highest sales and then expand out.
AI content is only effective if you have someone who knows how to prompt LLMs effectively. Otherwise, you end up with generic, error-prone text that fails to rank or convert.
Ranking highly in SEO is great but now you need to factor in AI search. Your content team needs to structure your product pages so AI search bots can parse and cite them.
People skim: they don't want walls of text. They want answers fast in clear, simple language. If you don't give them that, they'll leave and look elsewhere.
We see a product description as your promise to the customer. When they open the box, log in, or start using the service, they need to feel they've got what your site promised. The excitement of receiving must at least equal or ideally exceed the excitement of ordering.
Your brand voice should come through in every product description. If you already have one, our writers will internalise it so every line sounds like it came from you.
The language and style used across your website
The needs and wants of your target audience
Desired online personality (for example, witty, authoritative or reassuring)
Service team conversation notes
First-party data (like why customers send items back)
We then select the most effective copywriting framework to pair with your brand voice, tailored to your specific products and audience.
Problem-Agitate-Solution (PAS): ideal for problem-solving products like software or specialised skincare.
Before-After-Bridge (BAB): helps customers visualise a positive outcome, making it effective for fitness equipment or coaching services.
Feature-Advantage-Benefit (FAB): explains what a feature does and why it matters, perfect for technical accessories or supplements.
We write product descriptions for your site and the important channels that increasingly drive revenue for our clients.
The core content stays the same but adapts to the structure needed to perform on Amazon, Shopify, social media and beyond.
Click on the accordion to see our approach for each channel and how we build in SEO and AI, no matter the platform:
A: This is how we adapt writing compelling product description for Amazon:
A: To meet Google's Merchant Center guidelines, this is how we amend content for Google Shopping:
A: For channels like Instagram and Facebook, we follow these guidelines:
A: On your own site, we have more freedom and we focus on:
A: We start by analysing your competitors to see where they're doing well and where they need to improve. We then look for ranking opportunities, similar to terms you're gaining traction on, to build genuine topical authority on a product.
We use SurferSEO to integrate primary and secondary keywords and look for internal linking opportunities (on your site) to increase crawlability and make it easier for customers to move between related products.
A: Google's blue-link search targets keywords. Google's AI search, like ChatGPT, Perplexity and Claude, targets questions and answers. Each page, no matter the platform, features key takeaways, TL;DRs and question-answer sections - the type of content AI can easily scan and cite.
The higher your SEO rankings and the more AI readable your content, the more likely you are to appear in AI-generated answers and product summaries.
With everything in place, the production and delivery stage begins. Here are the three steps:
At the start, we'll send you a small batch to review. Check to see that we've captured your voice and tone before we go any further. You get the opportunity to review every description and we'll amend each one until you're happy to sign off.
For each product and service description, you'll get alt text for images, title tags, and metadata (like meta descriptions and JSON-LD schema). This makes your content more findable, accessible and compliant with best practices like WCAG.
You get your content in a clean CSV, Excel or Google Sheet, ready to drop into your CMS platform with no further editing required at your end. We also format your descriptions for seamless import onto social media and other shopping channels.
To find out more about our product description writing service:
Leave your details and we’ll get in touch, normally within four working hours, to schedule your free, no-obligation consultation call.
On the call, you'll tell us about your business, your brand voice, the products or services you sell and the audiences you target.
We’ll analyse your current product pages, review competitors' descriptions, and identify the main opportunities for improvement.
We'll prepare a detailed proposal outlining our recommended approach for the work, with a clear timeline and transparent pricing.
£50 is the per product price for one primary description for your own website (e.g., Shopify, WooCommerce)
This includes:
• Long-form, short-form and bullet formats
• Advanced SEO analysis (competitors, keywords, internal linking)
• Supplied in import-ready Google Sheets or CSV
• Structured for your CMS or PIM system
Optional channel add-ons (per product)
• Amazon: +£15
• Google Shopping: +£10
• Instagram/Facebook: +£10
50% payment upfront, 25% on first draft of all products, 25% when signed-off
£45 is the per product price for one primary description for your own website (e.g., Shopify, WooCommerce)
This includes:
• Long-form, short-form and bullet formats
• Advanced SEO analysis (competitors, keywords, internal linking)
• Supplied in import-ready Google Sheets or CSV
• Structured for your CMS or PIM system
Optional channel add-ons (per product)
• Amazon: +£12
• Google Shopping: +£8
• Instagram/Facebook: +£8
50% payment upfront, 25% on first draft of all products, 25% when signed-off
£40 is the per product price for one primary description for your own website (e.g., Shopify, WooCommerce)
This includes:
• Long-form, short-form and bullet formats
• Advanced SEO analysis (competitors, keywords, internal linking)
• Supplied in import-ready Google Sheets or CSV
• Structured for your CMS or PIM system
Bonus on orders of £4,000 or more:
• We'll write you a detailed AI prompt so the descriptions we don't work on adapt the same tone and personality.
Optional channel add-ons (per product)
• Amazon: +£10
• Google Shopping: +£7
• Instagram/Facebook: +£7
50% payment upfront, 25% on first draft of all products, 25% when signed-off
We write specialist reviews and review-based content (how tos, comparisons, market overviews and more) for publishers, marketing agency and affiliates, all SEO optimised and ready for the age of AI.
Case studies prove to B2B buyers, especially on continuity- or efficiency-critical products and services, that you know how to unlock the hidden value in a business. Find out more about our multi-channel case studies.
Here's a selection of the types of questions customers ask when they contact us.
A: The main purpose of a product description is to give potential customers the confidence they need to buy. Unlike in a physical store, they can't touch the product. To overcome that, you need to create compelling content that describes the benefits of the product you're selling and provide a series of high-quality product images so customers imagine what it’ll be like to use it and the difference it’ll make in their lives or work
A: High-converting, high-quality product descriptions use clear and persuasive language, often including sensory words like 'smooth' and 'crisp', to highlight key features and build customer trust. By pairing product features with product benefits, they remove doubt, making it easy for a shopper to feel confident they are buying the right item, thereby accelerating purchase decisions. Including social proof like honest customer feedback also drives conversions.
A: Product and service description length varies but the key focus for a writer is that the customer understands the value of the product without being overwhelmed. Effective ways to do this include using short, punchy paragraphs, a few bullet points for scannability and the option to see beyond basic details if needed.
A: The most common mistakes when writing product descriptions are failing to account for your customers and what they want. Another mistake is shallow descriptions which stop customers visualizing the product or service in use (a great example of this is a long list of technical specs). Avoid using generic phrases or too many 'hard-selling' power words to British audiences as this often feels very unauthentic.
A: Reduce costly returns by making your product descriptions as precise as possible. If a customer receives a package from you and it's not what they thought it would be, that leads to refunds and a poor customer experience.
A: When hundreds of online stores use the same supplier copy, this is duplicate content, a red flag for Google that seriously harms search engine optimization. Instead, create original copy that highlights the unique selling points of your products and services for extra SEO benefits.
A: Here are a few tips: start with thorough keyword research to find out what terms users are searching for. Include these terms and variations on them naturally in your body, headers, and meta tags. Include key benefits in your meta titles and descriptions to improve click-through rates from search results.
A: To find the best keywords for a service or product description page, analyse your competitors' websites and use SEO tools to find relevant keywords and related long-tail keywords people are using to find your products, like “best ergonomic office chair for back pain”, “waterproof hiking jacket men’s” and “affordable CRM for small business”.
A: Keyword stuffing is the excessive and unnatural use of keywords in your content. Doing it will lead to a penalty from Google, leading to lower search rankings.
A: Traditional "blue link" search focuses on finding pages with relevant information that broadly matches a user query, usually one word or a string of words like "wireless headphones" and "best CRM for small business". AI Overviews scan high-ranking pages to extract specific answers, comparisons and explanations to build a response. So when writing descriptions, structure them to answer likely buyer questions clearly and concisely, making it easier for AI to extract and cite your content.
A: Make your descriptions scannable to AI by structuring them with clear headings, concise paragraphs, and question-based formatting (like this FAQ). A well-crafted product description for AI will often feature key takeaways or a "TL;DR" summary, making it easy for an AI to parse and present as a trusted, accurate answer.
A: Provide all the details you can about your range of products and services and why they appeal to your ideal customer. To capture your brand's unique voice, other documents like target audience personas and existing customer research or feedback are a big help as are high-quality images of your range.
A: Costs vary based on the writer's experience, the complexity of the product, and the volume of descriptions required. Investing in selling content is worth it - look for a writer who creates unique descriptions for your company and doesn't rely on product description templates.
A: Look for a product description writer whose past writing shows that they do more than just listing features - they highlight benefits of interest to the target audience. It's a good idea to ask a copywriter to write one description for free to see if you like their style and see if they "get" your company.
A: It takes longer to create product descriptions in volume and it's not good practice to get all of your content in at once. If you are ordering larger quantities, ask your copywriter to provide smaller batches, targeting the most important and profitable products first.
A: A copywriting formula is a repeatable framework used to structure persuasive content. Formulas like PAS and FAB are used in marketing copy to connect the key features of a product to what they mean for the customer using engaging language. Discuss with your copywriter the most suitable formula for your products and services before starting work.
A: Yes, you can use AI to create descriptions, and it can be a helpful starting point for generating ideas or a first draft. However, AI on its own often produces generic copy that lacks a distinct brand voice or deep customer insight. A good description nearly always requires a skilled human editor to refine the output and ensure its quality.
A: Without expert editing, AI copy can sound repetitive, be factually inaccurate and fail to capture your brand voice. This will impact conversion rates among your target customers and, if Google later decides to penalise AI-written content, your search visibility could take a serious hit.
A: A/B testing is an effective way of seeing which messages connect best with your audience. You can test different headlines, calls to action or ways of framing the benefits to see which drives more sales.
A: A consistent tone of voice helps any internet business, especially an ecommerce business, create a welcoming, trustworthy and familiar environment for its target audience. Websites with consistent tone of voice drive more online sales from their high converting product pages.
