You’ve likely spent a significant amount of time curating the right products for your shop, so you know them well. However, your customer wants to get to know your product first. Important questions from your customer’s perspective often get overlooked when writing your own product descriptions.

An experienced product copywriter is doubly helpful: not only do they bring professionalism to crafting creative sales copy, but they also take the time to thoroughly understand your product, just like your customer would, and then shape the text accordingly.

Ideally, your product copywriter has even dealt with similar products before and can therefore highlight your product’s advantages particularly well.

While images often speak louder than words, your product description should still include key details, best defined through specific questions such as:

• How big is the product?
• How much does the product weigh?
• What colors is the product available in?
• Is it waterproof?
• What material is it made of? (Is it suitable for children? What can it be used for, etc.)
• What advantage does it have over other products?
• How can it be handled or cleaned? (Is it dishwasher safe, microwave safe, machine washable, etc.)
• Where was it made?
• Does it meet legal requirements in the country of sale? (Child-safe, certification, etc.)
• Is it suitable as a gift?
• Why is it so expensive?
• How can it be exchanged?
• Does the seller offer a warranty?
• Where and for how long can I get spare parts?
• And many, many more details

These are questions that software, as widely available on the internet, is unlikely to ask, making it challenging to create an appealing product description for your shop.

Whether it's a chain-link fence or a concrete mixer, your customers know exactly what they are looking for! You should not create your text without extensive keyword research or have it written by a product copywriter.

Relevant keywords should naturally be included in your title, but especially in your body text or lists.

Focusing on a primary keyword is certainly the right way to be found by search engines. However, you should not overdo it, as ultimately, you want to sell your product to people, not just present it to a search engine.

Moreover, who doesn't know: algorithms change!

Various paid and free tools can help you with keyword research. But it can also be worthwhile to look at competitors to see who is ranking first and last.

However, what is "in" in the language and search today can be "out" tomorrow, so you may need to rewrite or at least revise your product descriptions after a while.

A foreign-language data sheet that can only be opened with special programs or a few poorly taken product photos are not the best start to create an appealing text for your product.

The more data you can gather, the better your product description will be, helping you stand out from your competition.

You will also need to provide detailed information on where you want to offer your product (from large platforms like Amazon to your own website) as this is important for your product copywriter to ensure that headlines and texts are not too long and the space is optimally used.

Concise headlines, short informative texts, and a touch of storytelling are often the keys to success.

Once settled, the right product copywriter not only saves you valuable time to focus on other tasks but also brings out the best in your product.

If your offer isn't moving forward despite a good price-performance ratio, it could be due to your text. We’d be happy to take a look at your shop or website and create attractive product descriptions that catch the eye and convince. We look forward to hearing from you.