Content
Product Descriptions That Rank And Sell
Stop competing against every other retailer with identical copy.
Most ecommerce sites publish the manufacturer's description verbatim, which means dozens of retailers offer search engines identical text. Original descriptions are frequently the single largest untapped opportunity on a product catalogue.
You probably need this if
- Product pages use manufacturer-supplied copy
- Product pages do not rank for the products themselves
- Descriptions list specifications without addressing buyer questions
- Return rates are driven by unclear product information
What you get
- Original descriptions written per product, not spun from a template
- Buyer question research so copy answers what people actually ask
- Specification presentation that is scannable rather than a wall of text
- Product and Offer schema with accurate availability and pricing
- Prioritisation by revenue so the catalogue is tackled sensibly
How we approach it
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Prioritise by value
Start with the products that generate revenue, since rewriting a large catalogue at once is rarely affordable or necessary.
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Research buyer questions
Mine reviews, support tickets and search data to find what people genuinely need to know before purchasing.
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Write originals
Produce genuinely distinct copy per product rather than a template with attributes substituted in.
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Structure for scanning
Combine a persuasive summary with clearly presented specifications, because buyers scan before they read.
Product Description Writing: common questions
Is manufacturer copy duplicate content?
Yes, in the practical sense that dozens of retailers publish identical text. Google picks one version to rank and filters the rest, and a small retailer will rarely be the one chosen over a large marketplace.
Do I need to rewrite every product?
No. Prioritise by revenue and search demand. For most catalogues a minority of products account for the large majority of both, so rewriting that subset captures most of the available benefit.
How long should a product description be?
Long enough to answer the questions that prevent purchase. A simple accessory may need fifty words; a technical product may need several hundred plus a specification table. Padding to a word count harms conversion.
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Find out what is actually holding you back
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