Product Descriptions
Done well, e-commerce product descriptions can pack a whole lot of persuasive punch, boosting sales and reducing returns rates in the process. But it’s not enough to simply list features that can be seen in the photography; you need to build the story with intangible details such as texture, trend inspiration and how the product might make the customer look or feel.
I always get a buzz from writing product copy. Having a finite word count in which to nail the brand tone of voice AND deliver accurate, SEO-friendly detail that will compel customers to ‘add to cart’ is quite the challenge. But oh, how I love a word-related challenge!
Below are a few examples of my work. Please get in touch if your product descriptions could use some oomph.
GLØD is an independent brand that makes hand-poured soy wax candles. In July 2020, I was selected to develop their brand voice and create product descriptions for each of their signature blends. The goal was to capture the spirit of the brand and convey the fact that each fragrance pays tribute to an inspirational woman in a really unique way.
I’ve worked with the Barbour team since 2013, creating hundreds of product descriptions for every new-season collection.
I work directly with the Joules in-house team to create product descriptions across all departments, ensuring that each one delivers the brand’s distinctive tone of voice.
Siblinc is the world’s only agency dedicated to product descriptions for the fashion industry. I work with them on a weekly basis as a Lead Copywriter, creating descriptions for a wide range of clients with varying TOVs.
I was briefed to refresh the product descriptions for the Tug-E-Nuff range of own-brand toys, injecting personality into each one while protecting the brand’s authority.
I worked with Next’s agency partner, Barnaby Benson, to create hundreds of product descriptions across menswear, womenswear, kidswear and home. The TOV needed to be clean, concise and precise.