ECOMMERCE CONTENT WRITER

Ecommerce Content Writer

I direct DTC marketing across Shopify and marketplace channels for brands including B&Q, Tesco, and Mountain Warehouse in my current role, and managed a 1,000+ SKU catalogue and an ERP integration at the UK's largest hydroponics wholesaler. The product and category copy I write comes from actually running the channel this week, not from a brief I read once.

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No obligation, no sales pitch.

Real proof

+96% DTC revenue in 10 weeks

Read the case study →

Most ecommerce content reads like it was written by someone who’s never actually run a store. That’s the gap.

A product page isn’t the goal, a conversion is. Every piece I write is built to move someone from browsing to basket, not just to rank.

The buyer is comparing, not just reading. Category pages, buying guides, and comparison content get read by someone with three tabs open, generic spec-sheet copy doesn’t survive that scrutiny.

Writing without strategy is just typing. I plan the keyword, the angle, and the funnel stage before I write a word, the same process I use for my own ecommerce SEO clients.

Related reading: ecommerce SEO consultant if you want both the SEO and the writing together, B2B content writer for the broader service across SaaS and manufacturing too, ecommerce content writer vs. generalist copywriter if you’re weighing up whether ecommerce-specific experience actually matters for your content, the product description writing checklist if you want to try this yourself first, or the DTC ecommerce SEO case study for the fuller result behind the numbers above.

The problems

What ecommerce content usually gets wrong

8 problems I find most often. Not sure which is yours? Take the quiz.

Product pages that list specs but don't sell A bullet list of dimensions and materials with nothing that actually answers why a buyer should choose this product over a near-identical one three clicks away.

What it looks like

A bullet list of dimensions and materials with nothing that actually answers why a buyer should choose this product over a near-identical one three clicks away.

How to spot it in two minutes

Read a product page as someone comparing three similar items in open tabs. If nothing differentiates it beyond the spec list, it's not helping the decision.

How I fix it

I write product copy that sells the differentiator a buyer actually weighs, not just restates the spec sheet.

Category pages left as a bare grid A product grid with a thin paragraph bolted on top for SEO, saying nothing a buyer or a search engine finds useful.

What it looks like

A product grid with a thin paragraph bolted on top for SEO, saying nothing a buyer or a search engine finds useful.

How to spot it in two minutes

Compare the text on two related category pages side by side. If they're interchangeable, both the buyer and Google see them that way too.

How I fix it

I decide which categories are worth real content and write it, rather than templating the same paragraph across all of them.

Marketplace listings duplicating the site's own copy The same generic description pasted across your own site, Amazon, and Google Shopping, none of it written for how that channel's buyer actually reads.

What it looks like

The same generic description pasted across your own site, Amazon, and Google Shopping, none of it written for how that channel's buyer actually reads.

How to spot it in two minutes

Pull up your product on your own site and on a marketplace side by side. If the copy's identical, you're not using either channel properly.

How I fix it

I write for how each channel's buyer reads, rather than one description stretched across all of them.

No buying guides or comparison content for buyers still deciding A catalogue full of product pages but nothing for the buyer who's still comparing options, sizes, or use cases before they're ready to pick one.

What it looks like

A catalogue full of product pages but nothing for the buyer who's still comparing options, sizes, or use cases before they're ready to pick one.

How to spot it in two minutes

Search your category's "best X for Y" and comparison terms, check whether a competitor owns that content instead of you.

How I fix it

I write the guide and comparison content that earns the visit before the buyer has decided what to buy, not just once they have.

Reviews and UGC never folded into the actual product copy Genuine customer reviews sitting in a review widget, never used to answer the objections and questions the copy above it doesn't address.

What it looks like

Genuine customer reviews sitting in a review widget, never used to answer the objections and questions the copy above it doesn't address.

How to spot it in two minutes

Read your reviews for the question or doubt that keeps coming up, then check whether the product copy already answers it. Usually it doesn't.

How I fix it

I mine real reviews for the objections buyers actually have and write the copy to answer them before they're asked.

Blog content that never links back to the catalogue Guides and blog posts that earn traffic but never send a reader toward an actual product or category page.

What it looks like

Guides and blog posts that earn traffic but never send a reader toward an actual product or category page.

How to spot it in two minutes

Pick a recent guide and count how many links lead to a product or category page. Often it's none.

How I fix it

I map content to the catalogue and write the internal links that move someone from reading to browsing.

One voice drifting across hundreds of pages Product copy written at different times by different people, none of it sounding like it came from the same brand.

What it looks like

Product copy written at different times by different people, none of it sounding like it came from the same brand.

How to spot it in two minutes

Read five product pages back to back. If the tone shifts noticeably, so does the buyer's trust.

How I fix it

I work from one voice guide across the whole catalogue, so page 400 reads like page 4.

Seasonal and campaign copy rushed out with no plan Black Friday, new-season, or launch copy written the week it's needed, then never revisited or reused.

What it looks like

Black Friday, new-season, or launch copy written the week it's needed, then never revisited or reused.

How to spot it in two minutes

Check whether last year's seasonal copy exists anywhere you could actually find and reuse it.

How I fix it

I plan seasonal and campaign content ahead of the date it's needed, so it's ready rather than rushed.

What you get

Product & category page copy

Written to answer what a buyer actually checks before they’ll add to basket, not just restate the spec sheet.

Buying guides & comparison content

For the buyer who’s still deciding between options, the content most catalogues skip straight past.

Case studies & customer stories

Real results written up as proof, drawing on reviews and UGC most sites never actually use.

Content strategy & planning

Mapped to your catalogue and your buying season, not a generic editorial calendar.

Get in touch

No obligation, no sales pitch.

Before you get in touch

What you're probably wondering

We already have someone writing our product descriptions

Good, this isn't about replacing them. It's usually the buying guides, comparison content, and case studies that don't get written because nobody has the time, the exact gap I fill.

Our product copy is fine, writing isn't the bottleneck

Maybe not, and I'd rather tell you that honestly than sell you content you don't need. An audit-first approach means you find out before committing to anything.

We tried a content agency before and got generic stuff back

That's usually what happens when the person writing has never run an ecommerce channel. I direct DTC and marketplace marketing for live brands right now, the copy comes from doing the job, not researching it.

We're not sure the ROI is there next to just running ads

Ads are rented attention, gone the moment you stop paying. Product and category copy that actually converts keeps earning from every visit, paid or organic, for as long as it's live.

How it works

How this engagement starts

Get in touch

A few questions about your catalogue, your buyers, and what’s not converting right now.

Content audit & brief

I review what’s live, or plan from scratch, and set the angle, keyword, and funnel stage before I write anything.

First piece, then a decision

One piece first, priced from published rates before any ongoing commitment.

FAQ

Questions people ask before we start

Do you only write, or also handle the SEO and strategy?

Both. I plan the keyword and the funnel stage before I write a word, the same work I do for my SEO clients. If you just want the writing, that’s fine too.

How is this different from a content agency?

Independent. One person from brief through to the final draft, no account manager, no handing the piece to whoever’s free that week.

What makes this different from a generalist copywriter?

I run DTC marketing across Shopify and marketplace channels for live brands right now, and managed a 1,000+ SKU catalogue and an ERP integration at the UK’s largest hydroponics wholesaler. The copy comes from doing the job, not researching it. See ecommerce content writer vs. generalist copywriter for the fuller comparison.

Do you write for DTC, wholesale, or both?

Both. I currently run DTC and marketplace marketing for brands including B&Q, Tesco, and Mountain Warehouse, and managed a wholesale catalogue and ERP integration at the UK’s largest hydroponics wholesaler, so I know the difference between the two rather than treating every store the same.

Do you only write for ecommerce, or also SaaS and manufacturing?

My SEO work covers all three. For writing specifically, see the B2B content writer page for the broader service across SaaS and manufacturing too.

✓ One person from brief to final draft, no account managers
✓ Backed by real SEO strategy, not just prose
✓ Written by someone who's actually run DTC and wholesale ecommerce channels, not researched them

Guides

Ecommerce content guides

The product description writing checklist: what actually gets read

A practical product description writing checklist covering research, structure, and what to actually say, the fixes that turn a spec sheet into copy that converts.

Ecommerce content writer vs. generalist copywriter: when running the channel actually matters

An ecommerce content writer who's actually run DTC and marketplace channels writes differently to a generalist copywriter. Here's the honest framework for when that experience matters, and when it doesn't.

Manufacturing content writer vs. generalist copywriter: why shop-floor experience matters

A manufacturing content writer and a generalist copywriter read differently to an engineer. Here's the honest framework for when industry experience actually matters, and when a generalist is fine.

SaaS content writer vs. generalist copywriter: an honest decision framework

A SaaS content writer and a generalist copywriter aren't interchangeable. Here's the honest framework for which one your SaaS company actually needs, and when a generalist is genuinely fine.

Does your ecommerce site have a JavaScript SEO problem? How to check

A practical way to check whether your ecommerce site has a JavaScript SEO problem, using Google's own URL Inspection tool, no developer required for the first pass.

The WooCommerce SEO checklist: technical fixes most stores miss

A practical WooCommerce SEO checklist covering crawlability, URL structure, image weight, and mobile usability, the technical fixes that actually move rankings.

Other ways I can help

Ready to talk?

No sales pitch, just a straight conversation about your SEO.

Get in touch

No obligation, no sales pitch.