Descriptions for product pages and services

Product description writing services

A product description for an online store is the text on a product page that turns the manufacturer’s specifications into benefits for the buyer and answers the questions a shopper would put to a salesperson. We write unique descriptions from scratch, never copied from the manufacturer’s site, and add the meta tags. The price is from $35 per description of up to 150 words, and the pace is from 10 descriptions a day. Roholeva is a studio for copywriting, promotion and web development, so we write with an eye to how each card sits inside your catalog.

Price

01 Scope

What an ecommerce product description includes

A good product description answers three questions: what is it, who is it for and how does it differ from the one next to it. We structure the page so that a shopper finds what they need in ten seconds and a search engine understands what the page is about.

Specs turned into benefits. “1800 W motor” becomes “the vacuum lifts pet hair out of a rug in a single pass.”
Who it is for and what for. Separately: who will like it and who won’t. This cuts returns.
Answers to buyer questions. Size, compatibility, care, warranty.
SEO. The main query in the product name and first paragraph, subheadings for related queries, a title and meta description for the page.
A check against your data. We verify specifications against your table or the manufacturer’s document. Anything unconfirmed stays out of the text.
Editing. A second reader catches repetition, errors in numbers and words that would suit any product.

Not included

Uploading descriptions into your store’s CMS. We can do it separately if you give us access.
Product photos and video.
Listings for Amazon, Etsy or eBay. Their rules differ, so there is a separate service: marketplace listings.

02 Example

Product description examples: before and after

Three categories where the gap between copy lifted from a manufacturer’s site and copy written for a shopper shows best. The stores and products are invented, and the specifications are made up.

Apparelwinter jacket

A stylish jacket made of high-quality materials. Suitable for any weather. Plenty of pockets. Sizes S–XXL.

A jacket for cold down to 0°F: the 250 g/m² insulation doesn’t clump after washing, and the hood detaches. Two zip pockets hold a large-screen phone. The cut leaves room for a sweater underneath, so if you wear it close-fitting, size down. Machine wash at 86°F.

why it works: “stylish” and “high-quality” tell nobody anything. The temperature, the insulation weight and the sizing tip help the shopper choose and reduce returns.

Appliancesespresso machine

Espresso machine with 1450 W power, 15 bar pressure, 1.8 L tank. Has a cappuccino function.

Pulls an espresso 30 seconds after warm-up, and the steam wand makes thick foam for cappuccino. The 1.8-liter tank is good for about 12 cups, so a household doesn’t refill it every morning. The drip tray lifts out and goes in the dishwasher. It takes ground coffee only and does not accept pods.

why it works: the specifications are still there, but each is explained by what it means in use. The last sentence says honestly who it is not for, so the buyer won’t be disappointed.

Building materialsprimer

Deep-penetration primer. High quality. Suitable for interior work. Coverage 0.1 L/m².

Strengthens porous walls before painting or wallpapering, so dust doesn’t come off on your hands. Coverage is about 400 sq ft per gallon, so a 2.5-gallon can does roughly 1,000 sq ft in one coat. Dries in 2 hours and goes on with a roller. For rooms with high humidity, choose the moisture-resistant line.

why it works: someone buying building materials counts. Coverage per area, drying time and the way it is applied answer the questions right away.

03 Length

How many words a product description needs, by category

There is no universal answer, because length depends on how hard the choice is. Below are the guides we start from. We settle the final length by looking at the competitors in the search results.

The standard description in the price runs up to 150 words. Longer cards are priced separately by length.
Category	What has to fit	Words
Simple products	Purpose, material, size, care	75–150
Clothing and shoes	Fit, fabric composition, care, a sizing hint	120–225
Home appliances	Key specifications explained, what is in the box, compatibility	150–300
Building materials and tools	Coverage, use, conditions, certificates	120–225
Complex products with comparison	Who it is for, how it differs from the range, questions and answers	225–375

04 Price

Product description price: for 1, 10, 50 and 100 products

One description of up to 150 words starts at $35. Ten come to $350, fifty to $1,750 and a hundred to $3,500. For catalogs of several hundred items we prepare a separate estimate, which lets us account for repeating blocks and shared specifications.

The pace is from 10 descriptions a day. For large catalogs we agree a schedule for delivery in batches.
Service	What's included	Turnaround	Price
Product descriptions	Unique description of up to 150 words, meta tags	from 10 descriptions a day	from $35 / description
Marketplace listings	Title, description and key attributes to the marketplace's requirements	from 15 listings a day	from $30 / listing
SEO copywriting	Keyword research, outline, copy, title and meta description	from 3 days	from $0.18 / word
Meta titles and descriptions	Title, meta description and H1 matched to the page's queries	up to 50 pages in 2 days	from $12 / page

Why we cost more than the cheapest option

Mass-production shops sell unique product descriptions for a few dollars apiece, and for quickly filling a catalog that can be an honest price. Our $35 does not compete with it, because it pays for something else.

An author and an editor on every description, not an assembly line.
A check of the specifications against your table or the manufacturer’s document.
A structure built for search and AI answers: short specifications, questions and answers.
A quick quote: the sum and the pace within one business day.

05 Scale

What to do when you have hundreds of products: a template and an exception

When a catalog has 300 products that are alike in essence, writing every description from zero makes no sense, and leaving identical texts does harm. We split the work between a template and individual blocks.

The template

A shared structure

For a group of similar products we prepare one frame: the order of blocks, the questions the description answers, the format of the specifications. It guarantees equal quality and speed.

The exception

Individual blocks

Each card keeps two or three sentences about this exact product: its difference, its use, its limits. That way the descriptions do not become duplicates.

For bestsellers and category leaders we write full descriptions from scratch. For the long tail of the catalog we use a template with differences. This lowers the cost without losing usefulness.

06 Originality

Can you copy the manufacturer’s description, and what is a unique one?

Copying a description from the manufacturer’s site is technically possible, but it isn’t worth it. The same text sits on dozens of sites, so the search engine picks one, usually the oldest or the most authoritative. A card with a copied description gives search almost no reason to show it above the others.

A unique product description is a text that exists nowhere else, not merely one that passed a “plagiarism check.” A checker shows a percentage of matches, but it can’t show whether the text is useful. We look at both measures: we avoid other people’s phrases and add what the manufacturer’s description lacks, meaning practical differences and conditions of use.

A word on vocabulary. In a niche where everyone writes “item,” “product” or “goods” without saying more, it is hard for search to grasp the topic. We call a thing by its name: “jacket,” “primer,” “espresso machine.”

07 SEO

SEO product descriptions: where the keywords go and what about meta tags

An SEO product description is one in which the queries people use to find the product stand where both search and the shopper will see them. Keywords are not scattered through the text. They go in four places.

The card name (H1): product type, brand, model, the key attribute.
The first sentence of the description: what it is and who it is for.
Subheadings: “Specifications,” “Who it suits,” “Care,” “Buyer questions.”
The title and description: the keyword near the start, a benefit and a price or condition.

Meta tags are in the price, so you don’t need to arrange the title and description separately. If you need meta tags only for cards that are already written, see meta titles and descriptions. For category pages and articles there is SEO copywriting.

08 AI

AI in product descriptions: bulk generation and what we check by hand

Product descriptions generated by a language model, including from photos, are quick and cheap, and they can cover the tail of a catalog. The trouble is that AI invents specifications a product doesn’t have and mixes up models. One mistake in a size or in what is in the box turns into a return and a bad review.

We do not deliver generated text as original authorship. Tools help us group specifications and prepare frames, but the writing, the check against your table and the editing are done by a person. By hand we verify:

numbers: size, weight, power, capacity;
what is in the box and what it is compatible with;
claims about materials and certificates;
the absence of promises the store will not keep.

For AI search a product card gains from structure: a specifications table, a “Who it is for” block, questions and answers. Such fragments are easy to quote, and we make them part of the description.

09 Services

Describing a service: how it differs from describing a product

A product can be seen and held. A service can’t. So in a service description all the work falls on words: what exactly the client gets, in what time, with what result and what is needed from them.

A service description covers: who it is for, what is included, what is not, how the work goes, what it costs and what the price depends on, and answers to objections. For large service pages that must also lead into search, see SEO copywriting, and for a persuasive description of a service, sales pages.

10 Mistakes

Common client mistakes and how to choose a writer for descriptions

What most often goes wrong

Ordering a “description” with no table of specifications, then wondering why the text is full of generic words.
Taking the lowest price per item for the whole catalog, then paying to redo cards where the sizes were mixed up.
Leaving every product with the same frame and no individual sentences. The descriptions become duplicates.
Demanding that forty keywords go into every description. It is unreadable, and search does not like it either.
Forgetting categories: the cards sell, while the category page stays empty.

How to choose a writer

Ask for a trial of three to five descriptions on your own products and compare them with the specifications. See whether the numbers are right, whether similar products are told apart and whether it is clear who each product is for. Find out who checks the facts and whether there is a second reader. A price per item that does not come with answers to these questions tells you nothing.

11 Process

How we work and what we need from you

The faster you send the data, the sooner the copy appears. We deliver the first three to five descriptions as a sample, and go on only after you approve them.

01
Data
A table of specifications, links to the manufacturer, photos, information about your buyers.
→ source materials
02
Template and samples
The frame of a description and three to five examples. We agree the style.
→ an approved sample
03
Descriptions
We write in batches. The pace is from 10 descriptions a day.
→ copy in batches
04
Editing
A check of numbers, originality and meta tags. Delivered in Google Docs or a spreadsheet.
→ finished descriptions

If the store does not exist yet, you can order it from us: ecommerce website development. Then the catalog structure and the descriptions are agreed from the very start, and the first traffic comes through SEO services.

12 Questions

Product description FAQ

How do I write a product description that sells?

Start with what it is and who it is for. Then explain each specification by its effect, add answers to the questions shoppers ask and say honestly who the product does not suit. Avoid “high-quality” and “stylish”: they prove nothing.

How much does a product description cost?

From $35 per description of up to 150 words, with meta tags included. For catalogs of dozens or hundreds of items we prepare a separate estimate. We name the sum within one business day.

Can I copy the manufacturer’s description?

Technically yes, in practice you shouldn’t: identical text on dozens of sites gives a page almost no chance of rising in the results. Better to use the manufacturer’s specifications as data and write the description in your own words with practical details.

What should a unique description look like, and what originality percentage do I need?

A percentage shows only word matches. A useful description does not copy other people’s phrases and adds what others lack: use, differences, conditions. We check both the matches and the substance.

How many words should a product description have?

75–150 words for simple products, 120–225 for clothing, 150–300 for appliances. The table of guides is above. The final length depends on how hard the choice is and on competitors.

How do I write descriptions when I have hundreds of products?

Use a template for each group of similar products and add two or three individual sentences. Describe bestsellers and category leaders from scratch. This saves time, and the descriptions do not turn into duplicates.

What is an SEO product description and where do the keywords go?

It is a description in which shoppers’ queries stand in the name, the first sentence, the subheadings and the meta tags, without being repeated mechanically. Keywords must sound natural.

Can I use AI for product descriptions?

For drafts, yes, but AI often invents specifications. We use tools as support, while a person verifies and writes the facts. We do not deliver generated text as original authorship.

How do I describe a service rather than a product?

Through the result and the process: what the client gets, in what time, what is needed from them and what the price depends on. The details are in the section on describing a service above.

What do you need from me: photos, specifications, a manufacturer link?

A table with names and specifications, a link to the manufacturer or documents, product photos, information about your target audience and any keywords you have. We find out the rest with questions.

13 Related