Product Description Copywriting
KODA Lighting: Ceiling Light Description
Project: I was tasked with creating product descriptions for five new ceiling light SKUs, as well as leading the creative direction for images, videos and interactive content.
Strategy: The descriptions emphasize the benefits of the color temperature switch (5 products in 1). I’m especially proud of the interactive color temperature widget, which helps shoppers imagine how the fixture changes the “mood” of a room with different light colors.
Orbit Industries: Power Pedestal Description
Project: The Pedestal Post is designed to increase productivity for commercial contractors installing equipment on rooftops. It solves a number of common challenges with making roof penetrations, routing conduit, and working around other trades.
Strategy: Due to its novelty, few contractors would be searching for these products by a common trade name. The descriptions are longer than normal, due to the product’s many benefits and a generous infusion of keywords relating to rooftop construction… even naming common applications and use cases… in hopes of capturing organic traffic by contractors trying to find better solutions for rooftop installs.
KODA: Outdoor Path Light Description
Project: This solar pathway light is designed with a female customer in mind, given its pretty aesthetics and high visibility on the property.
Strategy: The copy is very aspirational, focusing on the feeling these lights evoke (as opposed to more tech / feature-driven descriptions we used for male, utilitarian lights). I used words like “organic”, “crisp” and the promise of falling “in love with your yard again” to drive home the emotional appeal of this product.
TLS: Emergency Light + Exit Sign Descriptions
Project: I was tasked with writing over 100 descriptions for the build of a new ecommerce store catering to commercial businesses. The goal was for EmergencyLight.net to rank high in organic search results. This required making each PDP unique (no duplicate / copied content) and gaining the search engine’s trust (high value) – while not taking TOO long and with limited asset resources.
Strategy: Many descriptions take a very unusual angle – they each tell a “story” about a specific use case where a problem is solved by buying an emergency exit light. Actual “specs” are peppered in the romance paragraph, and listed in subsequent bullet features and spec tables. This unorthodox strategy paid off, as emergencylight.net appears in the first page of search results for many valuable keyword phrases.