product descriptions for online retailer

Client Background

The client is one of the largest online retailers of home furnishing accessories in UK. Their online store features a diverse range of products, including indoor and outdoor furniture, home ware and kitchenware. Their weekly order exceeds 1,000, and the staff comprises 200 members.

This is what they needed: Client’s Business Requirements

The client was looking for product descriptions for their first thousand products that would compel their target audience to buy them instantly. They required the content to be fresh and innovative and wanted quality SEO services that could effectively make use of the right keywords to improve their ranking on the search engines and produce a stream of traffic directly to their website.

Project’s Challenge

The project was to write descriptions of about 100-150 words each for products listed in four categories. Apart from the product descriptions, they also required a meta and Google-based description for each product. The client asked to enter complete product details in the Excel sheet, including three descriptions and features in four separate fields. The stipulated time was one month.

Here’s what we at VerticalWriting did:


VerticalWriting, backed by an innovative team of project manager, content editors and writers, provided the consummate solution to the client’s problem, which eventually led to a considerable increase in their sales.

The project manager inquired about the client’s requirements and jotted down the specifications. At the initial stage, the client sent a sheet consisting of 100 products. After thorough discussion and project estimation, the project was divided into a team of two writers who were to work on 50 descriptions on a daily basis.

Project Plan: Since the stipulated time was one month and we had 24 business days in a month, the project was planned accordingly. The project manager assigned 50 descriptions per day. The product description work was assigned to two writers, and there were two editors to proofread and edit the descriptions.

Process: The project manager discussed the project details with the writers who acknowledged it and started working on the first few descriptions. Here, we adopted an intelligent strategy and worked on 20 products in the first go and waited for the client feedback. This was done to save our heads off reworking on a huge chunk of products after the feedback. The feedback was good, though a few items needed rework.

The writers acknowledged the client feedback and worked upon the remaining descriptions meticulously. Backed by expertise in writing, the writers at VerticalWriting scribbled the flowery content that was vivid enough to be understood by the audience and persuasive enough to leave an impact on their minds. The client was not specific about the features; therefore, a thorough research was required. The writers did a bit of homework and came out with the best results. Also, they came up with brilliant meta descriptions with SEO-optimized lines that improved the overall Google ranking of the online store.

The project was over before the stipulated time, thanks to our team and their working strategy. We sent the last set on the 22nd working day, that is, two days before the deadline.


Within the first fortnight of the inception of the project, the online store was up in the rankings and thus was easily clickable by the target audience; and as a result, the sales also rose exponentially, and towards the end of the month, the business was booming. The client was extremely pleased with the immediate benefits and extended the partnership with us.

About VerticalWriting

VerticalWriting is the content writing division of SunTec India. It comprises a bunch of writers with expert in different domains, each backed by innovative skills and ingenious expertise.

For more information about our Copywriting Services, please get in touch with us today.