Product Descriptions Editing and Proofreading Services

Somebody has written four hundred words about a kettle. It is stylish, it is durable, it brings a touch of elegance to any kitchen, and it does not answer the question that stopped nine people buying it last week: whether the lid can be opened one-handed while holding a mug. That question is sitting in the reviews, unanswered, where the copywriter never looked.

We edit product descriptions across categories — long and short descriptions, bullet and feature lists, specification summaries written for buyers rather than engineers, variant and option descriptions, category page copy, and the answers to the questions that appear repeatedly on a product's own page. Our editors work on copy whose job is to remove a doubt.

The description built from the questions customers actually ask is what converts, and its failure is copy written from the product rather than from the hesitation. A description exists to remove the specific reason somebody is not buying. We work through these so the material is drawn from the product's own questions, reviews and returns reasons before a word is written, since these are a free list of exactly what stops purchases and almost no copywriter reads them; so the three most frequent doubts are answered in the first hundred words, given that a customer scrolling for one fact will not find it in paragraph six; so the answers are specific enough to be relied on — the weight in grams, whether it fits under a standard wall unit, how loud it is, what it does not come with — because a doubt met with an adjective is not resolved; so anything a reviewer complains about repeatedly is addressed honestly in the copy, as a description that ignores a known flaw is contradicted twenty centimetres below by the reviews; so the sensory and use claims are testable rather than atmospheric; so the copy says who it is not for, since this converts better than another benefit; so the pattern is reusable across a catalogue by somebody who is not a writer; and so the description is revisited when the questions change. Descriptions written this way sell more and are returned less.

Everything you send is treated in confidence, including product data, review and returns information and unpublished ranges. We are editors rather than merchandising or conversion specialists, and we offer no view on products, pricing or performance. What we can do is answer the question that is stopping the sale.