How do I make product descriptions more engaging?

Case study: Emanuele from The Houseful

Emanuele came to me because his product descriptions weren't very engaging. The descriptions only really gave the customer a list of features about each product, so we needed to inject some life into them - to reflect the colourful, artisan feel of the brand.

Using the initial, short descriptions as a starting point, I crafted narratives to help customers visualise the products in their own homes. When a customer can actually imagine themselves using/enjoying the product, they're more likely to buy it.

Just reframing an idea slightly can make a huge difference to how the copy sounds. For example, in one of the descriptions, I felt that 'bringing a taste of the Amalfi coast to the table' seemed like a small idea. Instead, I updated the copy to immerse the customer in the belief that the product will 'transport them to the Amalfi coast' using poetic imagery (like being able to hear the waves outside their window).

This is what Emanuele had to say about working with me:

"Most of the product descriptions on our website were rewritten and expanded thanks to Natasha. Her assistance has been critical to our success. Her ability to extend and paraphrase our material has proven to be really beneficial in terms of improving conversion rates and user experience."

Are you ready to use your product descriptions to their full potential?

~ Natasha
(Your favourite creative copywriter) ✨