A product description that just restates the spec is a missed opportunity. The shopper already knows the dimensions of the table. What they want to know is how it fits into the life they are imagining when they are considering buying it. The room it will sit in, the occasion it will be used for, why this table rather than the one next to it. Copy that speaks to this converts better and reduces the mental effort of the buying decision.
Product copy at ForYou is written to the specific audience of the store. A luxury homeware brand sounds different from a technical outdoor equipment retailer. The vocabulary, the sentence length, the emphasis on different features â all of these adapt to the person who is buying, not just the thing being sold.
For e-commerce stores launching new product ranges or localising existing copy for new markets, I work through product catalogues efficiently. Projects of 5â20 products are standard. For larger catalogues, volume pricing applies. Category page copy â the introductory text that appears above product listings â is included for collections over 10 products.
Search-aware copy does not mean keyword-stuffed copy. It means writing naturally about the product in the language that real buyers use when they search, which happens to be what search engines also understand. The goal is copy that reads well for people first and performs well in search as a consequence.
In practice
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