Copy that converts browsers into buyers
E-commerce product copy has one job: close the gap between someone who is interested and someone who puts the item in their cart. It is not about describing the product. It is about connecting the product to the desire or problem that brought the shopper there in the first place.
Most product pages fail at the most basic requirement: they do not make clear who the product is for. Generic descriptions that cover all possible buyers end up speaking to none of them. We write product copy that identifies a specific buyer identity and addresses them directly, which means your ideal customer recognises themselves in the page and your less-ideal customers self-select out -- a trade you almost always want to make.
Our e-commerce copy projects cover between 10 and 50 products per engagement, with category page copy included where relevant. Each product page follows a structure that has been tested across fashion, home goods, food and drink, beauty, and technology categories: desire hook, context paragraph, specific feature copy written as benefit statements, objection handling, and a CTA that gives the buyer a clear reason to act now rather than later.
We deliver a copy guide alongside the product pages explaining the structural logic so your team can write consistent product descriptions for new products after the engagement ends.
- 10 to 50 product pages per project
- Category page copy included
- Buyer identity research phase
- Feature-to-benefit conversion for each product
- Objection handling built in
- Copy guide for in-house consistency
What we need to start
A product inventory list, existing product pages for reference, customer reviews in bulk if available, and any previous analytics showing which product pages are underperforming. The more customer review data you can provide, the faster the research phase moves.