PRODUCT DESCRIPTIONS + SEO
During my time as an eCommerce copywriter, I was a leader of highly visible project that improved our content strategy and performance for Scotts fertilizers and grass seed and for our top-performing Tomcat products. Initially, the eCommerce communication strategy for these brands was inconsistent and it lacked critical information, undermining our credibility in the market.
To identify successful patterns and best practices, I began by analyzing high-performing product description pages. I also collaborated closely with our Consumer Service team to gather insights into the most frequently asked questions for each product. As a result of this analysis and collaboration, I developed a consistent bullet point structure that addressed key consumer concerns for each product category.
To ensure the copy was both informative and optimized for search engines, I leveraged SEO tools such as Helium 10 and BrightEdge to identify and incorporate high-value keywords, all while maintaining alignment with our brand’s tone of voice.
By revamping the eCommerce content in these product categories, I not only improved consistency and the quality of information, but also developed a scalable structure that provided other copywriters with a clear, effective template for writing product descriptions, bullet points, and titles. This initiative resulted in increased visibility on product pages and higher conversion rates. Further, it established a new content standard for our team, offering a guide for best practices in copy for our other brands.
Below are examples of the optimized product content for Scotts and Tomcat, including the titles, bullet points, and long descriptions I created.