Question 1

How long should product page copy be?

Accepted Answer

Long enough to answer the key pre-purchase questions; not longer. For most products, 150–300 words of original description copy is sufficient — enough to provide topical context for SEO and address the top buyer questions. For complex, high-consideration, or high-price products (technical equipment, professional tools, large appliances), 400–600 words or more may be appropriate because the buyer has more questions and the justification for the purchase is higher. Avoid padding descriptions with generic copy to hit a word count — thin but specific copy outperforms long generic copy on both SEO and conversion.

Question 2

How do I write product descriptions at scale for large catalogues?

Accepted Answer

Use a template that forces specificity: a brief opening sentence naming what the product is and who it's for, two to three bullet points covering the key differentiating features translated into benefits, and a closing sentence with the most common use case. Use AI to generate first drafts from this template populated with real product data, then have a human review for accuracy and brand voice. The critical thing: the product data going into the template must be unique per product — specifications, differentiators, and use cases that are genuinely different per SKU. Template + identical inputs = duplicate content. Template + unique product data = scalable original copy.

Question 3

Should the add-to-cart button copy be "Add to Cart" or something else?

Accepted Answer

"Add to Cart" is the most widely understood and conversion-tested CTA for ecommerce. Variants like "Add to Bag" (used by some fashion brands for brand voice) perform comparably. More exotic CTAs ("Make It Mine," "I Want This") typically underperform standard copy because they add friction — the buyer has to interpret what the action does. The CTA button copy is one of the least impactful variables on a product page; the more impactful variables are the trust signals near the button (reviews, returns policy, delivery estimate) and the quality of the product description itself. Test button copy if you have the traffic volume; don't prioritise it over content and trust signal improvements.

Question 4

Do customer reviews help product page SEO?

Accepted Answer

Yes — in multiple ways. First, reviews add fresh, unique content to product pages that Google regularly recrawls, providing topical signals in buyer language the brand may not have used in the formal description. Second, reviews often use the exact search terms real buyers use, naturally expanding the keyword coverage of the page. Third, review text answers the pre-purchase questions of future buyers, improving time-on-page and reducing exit intent. Fourth, aggregate review ratings with structured data earn the star rating rich result in the SERP. Encouraging reviews — through post-purchase email sequences — is one of the highest-ROI product page content improvements for both SEO and conversion.

Question 5

Should every product variant (size, colour) have its own URL and description?

Accepted Answer

Generally no — variants of the same core product (different sizes or colours of the same sock) should live on one URL with selectable options, using canonical tags if the platform generates separate URLs per variant. Creating separate pages with near-identical descriptions for each colour or size produces duplicate content with no added SEO value, since they all target the same core search query. The exception is when variants represent meaningfully different products with different search demand — a "men's" and "women's" version of the same shoe model often warrants separate pages because they target different queries and audiences, not because of the colour difference itself.

Question 6

How do I prioritise which product pages to rewrite first in a large catalogue?

Accepted Answer

Rank by a combination of search volume for the product's primary keyword, current ranking position, and revenue contribution. Products ranking 6-20 with meaningful search volume and decent margin are the highest-leverage targets — close enough to page 1 that a copy rewrite alone can move them, with commercial upside already proven. Best-sellers using manufacturer copy are also high priority even if already ranking well, since they're the highest-traffic pages benefiting from a conversion-rate lift. Long-tail, low-volume SKUs are lower priority individually, but worth fixing in bulk via the templated approach once the top performers are done.