Our professionals create product descriptions from A to Z
Do you need product descriptions for a German-language online shop or are your product descriptions also used in other languages in your international shops? In either case, our authors and copywriters are perfectly prepared for your requirements.
Due to the close interlinking of our copywriting agency with our translation office, a systematic process is available to you which allows product descriptions to be published online at short notice – be that in one or in many languages.
Our experienced copywriters and translators work in sync with each other in their native languages, supported by an innovative technology platform. This makes it possible to import information directly from your content management system, create and translate product descriptions based on sophisticated glossaries and then upload them onto the website servers for the various countries.
This highly integrated process saves time and minimises potential sources of error that can occur when text is processed and forwarded manually.
We write good product descriptions from the point of view of potential customers
Many product descriptions are written from the point of view of a company employee. Accordingly, they completely fail to meet the expectations of the potential customer. Somehow it’s all there, but includes far too much detail. On the other hand, the details that are really important for the potential customer are not discussed at all.
Good copywriters take the point of view of the potential users of a product and prepare content in such a way that the right arguments lead to a “must-have” feeling for a product and ultimately to conversion – i.e. to a purchase.
Ensuring the texts have the right tonality and the right sound must also be considered in the process. Writing for a young target group requires a different tone to writing for investors in the 50+ target group.
And the emotional tone of the piece must also be considered. Even in B-to-B transactions, emotions play a large role in many decisions, although this applies to an even greater extent when it comes to private purchasing choices.
Good product descriptions are your best salespeople
The goal of a product description is to hold a customer’s attention and convert their interest into a sale.
The first step is to convey trust, seriousness and credibility. And to present the design and the product texts as well as all supplementary copy in the webshop as one unit.
In the second stage, the product description must convey the information that is relevant for the target person and motivate them to take action – preferably to make a purchase. It is important to find the right balance in terms of length. Product descriptions that are too long may not be read. If the product text is too short, however, it may leave out important facts.
To make matters worse, depending on the type of product, what readers perceive as too long or too short a product text can vary completely. Nothing beats our authors’ experience of writing product descriptions for many different projects.
The structure of the product descriptions is also decisive when it comes to their power of persuasion. Developing a reader-friendly layout is not solely down to the web designer here. Authors also have numerous means at their disposal to make the structure of a text more attractive, such as subheadings, paragraphs, highlights or numbered lists.
It is important to find the right balance between running text and different styles of presentation in order to find the ideal combination of the two.
SEO is a success factor
An online shop that nobody can find will not sell many products. Visibility on the internet is therefore an important benchmark that must be taken into account when writing product descriptions.
“Good visibility” means that search engines place an online shop at the top of many search queries.
This presupposes that the shop can be found with certain search terms at all. The product descriptions must therefore be written based around the relevant keywords. These are determined in advance using a keyword analysis.
In addition, the quality of the content must be high enough to ensure positive user signals. These include a high reading rate, or even better, a high conversion rate. Nowadays, search engines can evaluate this kind of thing and give corresponding pages a better placement.
Product descriptions our customers have had written
Our clients come from the fields of fashion, lifestyle, pet supplies and B-to-C, among others. For them, we write and translate:
