Case Study

Well-written product descriptions are essential for online retailers, particularly in today’s world where the competition is merely a swipe away. Yet modern websites still contain an endless number of soundbites that merely describe the goods for sale, rather than offering the consumer real incentive to buy.

Drainage Superstore, a leading building materials supplier based in Plymouth, understood this all too well. Writing their product descriptions was an interesting challenge – how does a copywriter excite tradespeople searching for plastic guttering? The answer was to ensure that each product’s features and specifications leapt off the page; web visitors need to understand why a particular product will make their life easier. Or in other words – what’s in it for them!