Writing product descriptions for an online store: do not convey the name and do not overstate the price of the supplier
We start writing product descriptions for the online store not with text, but with a list of questions that cause the buyer to drop a card and go to ask in the chat. Next is the structure: what is it, who is it for, key parameters, kit, limitations. In the summer of 2026, we measured a furniture store where there is exactly one category in the site map for every 76 cards: the entire selection falls on the card. We do not write for the entire catalog, but for the items that are sold.
free analysis of 10-15 of your cards, 2-3 working days
after a free audit
Price
30
Guarantee
days after project sign-off
free analysis of 10-15 of your cards, 2-3 working days
Before the estimate
the list of buyer's questions from the search, reviews and appeals is not the norm of signs
Where does the work begin?
20–30
Pilot before volume
cards of the priority category, and only then a decision on the entire catalog
10-60
Term
working days: It is driven by the number of facts that have to be searched for each product
48
Measured find
products and zero blocks of structured data — self-defense store, measurement 07/31/2026
items for the written text: the description works as part of the picture, not as a lever
What we do not promise
What's included
Complete list of work and what you get as a result
We analyze a sample of your cards and collect a list of questions that they do not answer - from the log of internal search, feedback and support requests. The description is written below this list.
We make the structure of the description for your niche: what it is, who it is suitable for, key parameters, kit, limitations. The structure keeps the descriptions consistent when multiple people write them in different months.
We write a pilot batch of 20-30 priority cards and agree on tone and length before you pay for the full volume.
We bring out the characteristics in the text where they are currently only in the image. For searching and comparing the picture with the table, there is an empty space.
We set a rule for the title of the page and the title of the card, which applies to the entire catalog, including the products that will appear next month.
We announce the marking of the product — price, availability, brand, article number — and compare it with what is written in the text. Markup that declares non-existent is a reason for manual sanctions, not an advantage.
We collect a block of questions and answers simply in a card from real requests from buyers, so that the manager does not answer the same question for the tenth time.
We write the first paragraph so that it is read separately: this very piece goes to the product feed and to the snippet, where no one will see the continuation.
We give the rules to your content manager: structure, examples, a list of statements that cannot be written. The following cards are filled in the same way without us.
We make a control sample after the works: how many cards of priority categories have their own description, characteristics in text and correct marking.
When this service isn't right
What's not included — so there are no surprises at delivery
Descriptions for the entire catalog of tens of thousands of items without prioritization — it does not work economically.
Photography and image processing.
Translation of cards into other languages is counted separately.
Claims about product properties that are not in the manufacturer's documentation.
Promises of items for written descriptions.
Who it's for
Situations where this service delivers results
Scenario 1 of 5
The descriptions arrived together with the supplier's price
The same paragraph is in two dozen stores, and the search engine chooses one of them. At the same time, the card looks full: the "description" line in the CMS is not empty, no one has any complaints. A compromise on a large catalog — we take the characteristics from the documentation as is, and we write the introduction and block "to whom it is suitable" ourselves.
We'll review your situation in a free audit
Scenario 2 of 5
The catalog is small, and the choice is completely up to you
Furniture store for the Spanish market, as of July 31, 2026: 76 products and exactly one category in the sitemap. There is nothing to divide the choice by subcategories, so the buyer makes all the decisions on one product page. On such a volume, the descriptions can really be written completely by hand, and this is the case when it is worth it.
Scenario 3 of 5
The manager answers the same three questions every day
Compatibility, size included. Each such answer is a person who should have bought it himself. Questions from support and from internal search are the most accurate source for the description: there is already formulated what the card lacks.
Scenario 4 of 5
Returns and cancellations due to "wrong order"
Goods where a mistake costs money: tools, medical products, auto parts, building materials. Here, the description is not a search text, but a fuse: the buyer will figure out the parameter that is not on the page, and not in your favor. The actual part in such niches is confirmed by your specialist, otherwise we do not undertake the work.
Scenario 5 of 5
The characteristics are on the image from the manufacturer
The table with parameters came as a picture: a person can see it, but it is not in the text of the page. For searching, such a card is empty, it does not enter the filter and model comparison. Moving the table into the text is usually more important than adding an introductory paragraph.
Free analysis of your product cards
We take a sample of your cards and see what they lack from the point of view of the buyer and from the point of view of the search engine. Very often it turns out that the descriptions are not the first problem of the card, and it is more honest to say this before the work begins than after three hundred written texts.
What we measure
What's on the card nowThe volume of the text, availability of characteristics, configuration, conditions of return. We count in signs and fields, not by eye.
Matches the supplier's descriptionHow much your text repeats what is already in other stores. It is checked by the usual search for an exact phrase, entire paragraphs.
Characteristics by text or pictureIf the parameters lie on the image from the manufacturer, the card looks empty for searching, no matter how useful it is.
Structured card dataAre the product, price, availability, brand, article number announced? We encountered a store with 48 products, where there was no marking block at all.
Card titleIs it in the document and does it match the name of the product. The missing header is a find we've seen in more than one store.
What are they asking about the product?We look at the internal search, reviews and support requests: there are real questions from which the description should be built.
What you get
Sorting through 10-15 of your cards, listing what is missing from them.
An example of one rewritten description is so you can see the tone and structure of the payment.
Estimate the volume: how many cards will be covered by the template, how many should be written by hand.
A 30-minute conversation on the document, where you can argue with the conclusions.
Timeline: 2-3 working days
Why is it free
Because we often refuse at this stage: if the cards do not have a title and markup, the descriptions will give less than a few hours of developer work. We do not want to sell texts in such a situation.
What's next
Next, we agree on a pilot for 20-30 cards of the priority category, and only after that - on the entire volume. The second step can be abandoned without losing the first.
Short form: your contact and site URL
Contract, act and 30-day warranty
Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.
Sole proprietor & bank transfer
The contractor is a registered sole proprietor. Payment by invoice with closing documents.
Rights & access — yours
Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.
Client portal instead of email chains
During the project you get access to a portal: contracts, invoices, acts and project status in one place.
European clients
Among our work — projects for Norway, Bulgaria, Moldova and Spain.
Verifiable numbers
Every case in the portfolio comes with a link to a live site and a technical measurement.
Audit first, then pricing
There is no price list on the site intentionally: the scope of the same work differs multiples between clients.
We say "no" when unsure
If the task isn't ours or the deadline is unrealistic — we tell you upfront.
What affects the price
Why two seemingly identical tasks are priced differently
How many facts do you have to look for?A description of a drill bit with a ready-made table of characteristics and a description of a cosmetic product with its composition and application are different jobs with the same number of characters. Here the main fork of the estimate is not in the length of the text.
The part of the cards covered by the patternA homogeneous series, where the items differ in size or color, is described by the substitution rule. The catalog, where each item has its own, goes by hand and is counted individually.
Where are the specs nowFilled fields in CMS is a transfer in a few hours. The parameters in the image from the manufacturer or in the PDF price are analyzed manually, item by item, and this is a separate line of the estimate.
Who checks the facts and how quicklyIf there is a person from your side who confirms compatibility and completeness within a day, the descriptions go in batches. If the inspection is extended by a week, the deadline is also extended.
Language versionsEach language is a separate description, not a copy. The machine run of the catalog through the translator is visible to both the buyer and the search engine; on goods with composition and compatibility, it is also dangerous.
As an arranged filling in CMSMass import closes a thousand cards in a few hours. Manual passing in the admin - several days for the same amount, and it's someone's working days, yours or ours.
Cases
Tasks and results in numbers — all metrics measured by us
a specialized online store of self-defense products, a small catalog
Task
Check the condition of the product cards before ordering work with descriptions.
Solution
External analysis: sitemap, structured data, headers and images on live pages, without access to the admin.
Result
Measured on 07/31/2026: the site map has 48 products and 18 categories — 68 addresses in total, the smallest catalog in the measured lot. Zero JSON-LD blocks and zero micro-markup: no pricing and availability announced at all. There is no h1 tag on the main page. Out of 190 images, 154 (81%) are delayed, the first response of the server is 494.7 ms — that is, the images and hand speed are reached, but the text layer of the card is not.
online furniture store for the Spanish market, catalog for 76 items
Task
Count the catalog and check how the products for searching are described.
Solution
Measurement of the directory by two independent sources, analysis of the site map, verification of structured data and speed.
Result
76 products - the number coincided in two independent sources with zero discrepancy: the product map contains exactly 76 addresses, the standard search engine gives the same 76 positions. In total, the site map has 88 addresses: 76 products, one category, ten information pages and the main page. First server response 348.2ms with 374KB markup. There is no structured data on the main page - in the catalog, where it is quite realistic to describe each card manually.
Did not find your case?
Describe how it works on your side — we will tell you whether “Product description for the card” fits and what it means in your situation. No brief and no call: one question, one answer.
Process steps
Transparent stages with approval at every step
Total duration:10–60 days
1
Sorting cards and collecting buyer's questions
1-4 working days
Let's look at a selection of cards: the amount of text, characteristics, configuration, title, marking. In parallel, we collect questions - internal search log, feedback, support requests, search report in Search Console.
2
Description structure and pilot batch
2-6 working days
We write 20–30 cards of the priority category and agree on the tone, length and order of the blocks on live examples. It is cheap to redo the structure after thirty cards, but not after three hundred.
3
Basic fields for the entire catalog
1-8 working days
Card title, page title, text description. This is covered by rules and imports, touches all items at once, and usually gives more than the first hundred descriptions written.
4
Marking of the product and reconciliation with the text
1-5 working days
We announce the price, availability, brand and article number, and then check that they match what is visible on the page. The discrepancy here is worse than the lack of marking: it is flown manually.
5
Descriptions of priority categories
3-30 working days
The longest stage, and it is he who draws the upper limit of the term. We write in batches, each one undergoes an actual check on your part, the agreed batch immediately goes to the CMS — so that the result is visible on the way, and not at the end.
6
Block of questions and answers in the card
1-4 working days
We collect frequently asked support questions and answer them simply on the product page. Some of the appeals to the manager after that do not reach, and the answer remains as text, which is also visible in the search.
7
Rule transfer and control sampling
1-3 working days
Text rules for your content manager and sample rechecking: custom description, text characteristics, correct markup. The "was - became" table by priority categories.
Technologies & integrations
What we build on and what it connects to
Stack
Internal search log — the words that the buyer uses to request the product; there will be no inquiries in the catalog of several dozen items
Reviews and requests for support - a source of questions about the card; works if the appeals are saved and not live in the correspondence
Checking for matches by an exact phrase - we take whole paragraphs: the match of one phrase does not prove anything
Screaming Frog — a table for each card: title, page name, text volume, markup; tens of thousands of addresses eat memory
JSON-LD Product and Offer — announces price, availability, brand, article number; an extended snippet does not follow from this
Google Search Console — queries by which the card is found; the report does not show all
OpenCart Attributes vs. Options — A characteristic introduced by an option does not go into the filter or markup
Template header rules — close the entire catalog; an exception list is required on non-typical branches
Integrations
Google Search Console
GA4
Google Merchant Center
internal site search
Own description vs. description from supplier
How this option differs from the alternative
Supplier description unchangedOur approach
Uniqueness in issuethe same paragraph is in two dozen stores, and the search will choose between them, not youthe text exists in one instance — yours
Costszero costs - the text has already arrived together with the pricepiecework: pay for the cards you wrote
Actual accuracyis inherited along with vendor errors, including options from another modchecked by your specialist before publication
Commodity feeda text written under someone else's shop window goes to the feed; Merchant Center has its own requirements for contentthe first paragraph is written so that it can be read separately - in the feed and in the snippet
Where appropriatethe long tail of the catalog, where the card is required for the completeness of the assortmentitems that make money and items where a buyer's mistake costs money
What we need from you
We can't start without this — best to prepare in advance
1Technical data about the product: manufacturer's documentation, characteristics, equipment. Without them, the description is reduced to retelling the name.
2Access to the CMS with the right to edit cards - or a person from your side who will enter ready-made texts.
3A specialist who confirms the facts about the product. We do not invent the properties of someone else's product and do not rewrite them "more beautifully" than they are.
4The list of priority categories is those that bring money, not those with the most items. You compile this list by revenue.
5Access to Search Console and the internal search report, if enabled: without them, the buyer's question has to be guessed.
If something is missing — let us know, we'll help you gather it or do it as a separate task.
FAQ
Most frequently asked questions — with concrete answers
Is it possible to just take the description from the supplier?
You can, but then you should not expect that the card will win the search: the same text is available in twenty other stores, and the system will choose one of them. A compromise works on a large catalog: we take the technical specifications from the documentation as is, and we write the introductory block and "who suits" ourselves. It is cheaper than a full transfer and gives the card its own face. We separately check what came from the supplier: parameters from a neighboring modification regularly occur in the prices, and together with the text, you inherit someone else's error.
How much description is needed?
As much as it is necessary to remove the question before the purchase. This is usually 600-1500 characters plus a table of characteristics. Long texts on the card are rarely read, but the lack of an answer about compatibility, size or kit is immediately visible - from questions in the chat and from returns. And one detail about the form: we write the first paragraph so that it is read separately from the rest, because it is this piece that goes to the product feed and to the snippet, where no one will see the continuation.
Where to start if there are thousands of cards?
From priority categories and from basic fields. First, the title, page title, text characteristics and markup — this is covered by the rules for the entire catalog in a few days. Then the descriptions for the items that are for sale. Writing a description for each card of the catalog with tens of thousands of items is a budget that almost never pays off, and we refuse to set the task in this way during the analysis.
We don't have markings on the cards at all. is it more important than lyrics?
Yes, and usually significantly. We measured the store for 48 products, where there was no block of structured data and no micro-markup: the price and availability in the issue were not announced at all. That's a few days of work versus a few weeks of writing. Fair margin: the markup does not increase the position or force the search engine to show the extended snippet - the decision is always up to you. It only gives such a chance and removes contradictions between what is written on the page and what the robot will read.
Who is responsible for factual accuracy?
Your specialist, always. We write based on the documentation and data you have provided and do not make claims about properties that are not there. In goods where a mistake costs money - tools, medical products, auto parts - this is not a formality, but a condition of work. In practice, it looks like this: a lot of 20-30 cards goes to you for reconciliation, you mark the disputed, we rule, and only after that the lot goes to CMS.
Do descriptions affect items?
They affect as part of the overall picture, but there is no separate guarantee here, and we do not give it. What can be seen more accurately and quickly: a card with answers to questions better retains a person, and this is visible in your analytics. Our advice is to measure the behavior on the cards with the new descriptions, rather than trying to assign a position to a specific paragraph. Another honest nuance: an indexed card does not mean a visitor. A product page without demand can be in the index and not get a single visit, and the description does not change that.
Can we write according to your rules?
Yes, and it's often the cheapest option. We make a structure, a pilot batch and a list of rules, then your content manager works on them, and we selectively check. For directories that are constantly updated, this is the only scheme that does not turn into an infinite subsequence. We give the rules in text with examples: what is required on each card, in what order the blocks go, what statements cannot be written.
We have a small catalog - is there any point?
It often makes the most sense there. In the furniture store we measured, there are 76 products and exactly one category in the site map: it is useless to divide the selection into subcategories, so the buyer makes all the decisions on the product page. It is realistic to describe such a volume completely by hand, in two or three weeks, and after that the catalog is closed completely - without an endless tail that is never added to.
Submit your store address and two or three categories you'd like to start with.
The answer is an analysis of 10–15 cards with a list of what is missing from them, one rewritten description as a sample and an estimate of the volume: how much will be covered by the template, how much should be written by hand.
From measured casesMeasured on 07/31/2026: the site map has 48 products and 18 categories
There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.