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Freelance Writing – How to Write Great Product Descriptions for a Website

Posted on : 14-04-2016 | By : admin | In : Freelance Writing

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One of the many freelance copywriter jobs available is to write product descriptions for a website.

Writing Tools by Pete O'Shea on Flickr CC

Writing Tools by Pete O’Shea on Flickr CC

This is a description for each product on an e-commerce site which describes the product, gives a potential customer information on the product, often including dimensions and colour choices as well as materials that it is manufactured from. There can be some scope for creative writing as you describe the product to enable the customer to make a buying choice. A product description will be required for each product on the website, so this job could potentially last a long time, especially if more products are added to the website.

The first product description writing job I got was in the early days of my freelancing career. I was required to write descriptions for a sports and workwear clothing company. The descriptions were written in an Excel spreadsheet which was useful to enable me to know if I had used the exact same description before. There were about 800 products to describe, so it was time-consuming and I had a deadline to keep. I managed to make the deadline, but only by getting up early in order to finish the writing. The vendor was pleased and I was glad that I had managed to finish, but it was hard work.

More commonly these days, product descriptions are written straight into a content management system or CMS. The person who hired you will tell you what they want in each field, so you should be given instructions as to what to write. The information can include a product number or SKU, a product name, manufacturer, and a description.

The description is usually what takes the time. Each description should be unique. It’s not enough just to copy and paste the same description over again. This product information is seen as updating information by Google – new content which encourages the search engine to search the website, so rewriting website product descriptions can be helpful to your search results. The descriptions should not match other similar websites so the more unique the content the better.

However customers need to be able to match the information to what they are looking for. As much information about the product as possible needs to be included such as dimensions and colour choices.

Using Photos

You might be asked to collect and upload photos. You need to make sure that the website owner has the right to use the photos as they may be copyrighted. You may need to own a copy of an image manipulation programme as many websites have been optimised to suit a particular size of photo. This may also mean always using a landscape-orientated photo as opposed to a portrait photo.

It takes time to get into writing and uploading product descriptions, but once it becomes second nature, it can be a great job. You will quickly find yourself becoming knowledgeable about the products that you are writing about. You will probably be asked to upload a few descriptions and have them checked out before continuing with the work. This is a good idea as you can check that you are doing things correctly before getting too far into the work.

It can take a little time for your boss to check over your work and let you know that you are good to go. They may have some suggestions for you to improve your work. Try and follow them as much as possible and if necessary, have them check over your work again. It is better to get it right from the start than find that you have been doing it wrong halfway through the work.

Pricing

Some companies are looking for a fixed price while others want to pay by the hour. Certainly by the hour will give you a more true idea of how long it will take. Some bosses will want you to achieve a certain target number of product descriptions an hour while others will want to negotiate a price for the whole project. Don’t undersell yourself. Writing product descriptions is hard work and slow going in the beginning while you are getting used to what is expected of you. Your hours will almost certainly be more than you expect.

So, DO

  • negotiate price before you begin
  • make sure that what you are doing is what the vendor wants
  • include the time it takes to resize photos and upload them
  • make every description different
  • act professional in your dealings with your boss

but DON’T

  • be late delivering your work. If a problem comes up then talk to your boss and let them know.
  • just plough ahead without checking that your work is ok
  • get upset if you don’t get things right straight away. Everyone needs to know whether what they are doing is right and this is particularly important in copywriting
  • expect it to be easy straight away
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