Product description writer

A: This is how we adapt writing compelling product description for Amazon:

• The product title in “Brand + Product + Key Attributes” format (under 200 characters, no promotions or special characters)
• Five bullet points (under 250 characters each) in sentence case, focused on benefits and compliance
• Plain-text description (up to 2,000 characters) with clear structure and no pricing, links or off-platform claims
• Keyword targeting for Amazon search (A9 algorithm) with backend keyword suggestions if you need them

A: To meet Google's Merchant Center guidelines, this is how we amend content for Google Shopping:

• Title with key attributes front-loaded (up to 150 characters)
• Description in plain text (typically 500–1,000 characters) containing the most important features and benefits up front
• Editorially-compliant content: no fluff, emojis, sales language or formatting flourishes
• Naturally placed keywords to match shopping queries without over-optimising

A: For channels like Instagram and Facebook, we follow these guidelines:

• Short, engaging title (recommended under 65 characters) that supports your product images
• Clear, mobile-friendly description (plain text, usually 200–400 characters) that adds value without repetition
• Editorially-compliant copy: no all-caps, emojis, promotions or links
• Language tailored to the natural, benefit-led and easily scannable tone and structure on the platform

A: On your own site, we have more freedom and we focus on:

• Product title (recommended 50–70 characters) designed to be understandable by users and search engines
• Long-form HTML-compatible description with short paragraphs, headers and bullet points for readability
• Meta title and meta description with SEO keywords for better click-throughs and search visibility
• Content matches your brand tone and layout, with internal linking support if needed

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.

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.