✍️ Content Writer SOP

Product Descriptions, Website Copy & Conversion Writing

📝 Conversion-Focused 🎯 Benefits First ⚡ Fast Turnaround ⭐ Zero Grammar Errors
❓

What is This SOP For?

🎯 Your Role as Content Writer

As a content writer for e-commerce stores, your job is to write words that make people buy. You're not writing novels or blog posts — you're writing copy that:

  • Explains what the product does and why someone needs it
  • Builds trust with potential customers
  • Removes doubts and objections
  • Guides visitors toward clicking "Add to Cart"

What You'll Write

Content Type Where It Goes Purpose
Product Descriptions Individual product pages Convince visitors to buy this specific product
Homepage Copy Store homepage Explain what the brand sells and build first impression
About Us About page Build trust through brand story
Collection Descriptions Category pages Describe product groups, help with SEO
Policy Pages Shipping, Returns, FAQ Answer common questions, reduce support requests
📖

The Product That Wouldn't Sell

Why Words Matter More Than You Think

A skincare client had an amazing vitamin C serum. Great ingredients, beautiful packaging, competitive price. But it wasn't selling.

Original description:

"Vitamin C serum with hyaluronic acid. 30ml bottle. Contains 20% L-ascorbic acid. Paraben-free. Apply daily."

Technical. Boring. Tells you nothing about why you should care.

What we changed it to:

"Wake up to skin that glows. Our Vitamin C serum fades dark spots, fights fine lines, and gives you that 'just had a facial' radiance — in just 14 days. 97% of customers saw visible brightening. Dermatologist-tested, cruelty-free, and smells like fresh oranges."

Result: Same product. Conversion rate went from 1.2% to 3.8%.

🎯 The Lesson: Features tell, benefits SELL. Your job isn't to describe the product — it's to describe what life is like AFTER someone uses it. The vitamin C serum isn't the hero. The customer with glowing skin is.

✍️ THE 5 LAWS OF CONVERSION COPYWRITING

1. BENEFITS FIRST, FEATURES SECOND

Feature: "Contains 20% Vitamin C"
Benefit: "Fades dark spots in 14 days"

Always lead with what the customer GETS, not what the product HAS.

2. SPEAK TO ONE PERSON

Write "you" not "customers." Write like you're talking to one friend, not an audience. "You'll love how soft your skin feels" hits harder than "Customers love the soft feel."

3. SHORT SENTENCES. SHORT PARAGRAPHS.

People scan, not read. One idea per sentence. 2-3 sentences per paragraph max. Bullet points are your best friend.

4. REMOVE EVERY USELESS WORD

If a word doesn't add value, delete it. "Very unique" → "Unique." "In order to" → "To." "A large number of" → "Many."

5. ALWAYS END WITH ACTION

Every piece of copy should tell the reader what to do next. "Shop now." "Try it risk-free." "Add to cart." Don't leave them hanging.

1

Writing Product Descriptions

💡 What Makes a Great Product Description?

A great product description answers 3 questions in under 10 seconds:

  1. What is this? (Category, type)
  2. What does it do for ME? (Key benefit)
  3. Why should I trust this? (Social proof, credibility)

The Formula: AIDA

📐 AIDA Framework (Use This Every Time)

A - Attention: Hook them with the main benefit
"Get the glowing skin you've always wanted."

I - Interest: Explain how it works
"Our vitamin C serum penetrates deep to fade dark spots and boost collagen production."

D - Desire: Paint the picture of success
"Imagine looking in the mirror and loving what you see — no filters needed."

A - Action: Tell them what to do
"Add to cart and start your journey to radiant skin today."

Before & After Examples

❌ Bad Product Description

"Blue cotton t-shirt. Available in sizes S-XL. Machine washable. 100% cotton material. Crew neck design."

Problems:

  • Only features, no benefits
  • No emotion or connection
  • Reads like a spreadsheet
  • No reason to buy THIS shirt

✅ Good Product Description

"The perfect everyday blue tee. Buttery-soft cotton that gets softer with every wash. Fits just right — not too tight, not too loose. From morning coffee to late-night hangouts, this is the shirt you'll reach for first."

Why it works:

  • Leads with feeling ("buttery-soft")
  • Addresses a common pain point (fit)
  • Paints a lifestyle picture
  • Creates emotional connection

Product Description Template

📝 Product Description Template

HEADLINE: [Main Benefit] — [What It Is]

Example: "Wake Up Glowing — Vitamin C Brightening Serum"

OPENING (1-2 sentences):

[Describe the transformation/result the customer will experience]

Example: "Finally, skincare that actually works. See visibly brighter, smoother skin in just 14 days."

BENEFITS (3-5 bullet points):

✨ [Benefit 1 — the biggest one]
✨ [Benefit 2]
✨ [Benefit 3]
✨ [Benefit 4 — social proof or credibility]

HOW TO USE (2-3 steps):

1. [Simple step]
2. [Simple step]
3. [Result they'll see]

INGREDIENTS/SPECS (if relevant):

[Only include what matters — don't overwhelm]

CLOSING CTA:

[Action phrase + urgency or reassurance]
Example: "Add to cart and start your glow-up. 30-day money-back guarantee."

Word Swaps That Improve Copy

❌ Weak Word ✅ Strong Alternative Why
Good quality Premium / Handcrafted / Buttery-soft More specific and sensory
Nice Stunning / Elegant / Eye-catching "Nice" is forgettable
Very Delete it entirely Adds no value
Buy now Get yours / Start your journey / Claim yours Less pushy, more inviting
Product Use the actual name / this serum / this tee More personal
2

Writing Homepage Copy

🏠 The Homepage Job

A homepage has 5 seconds to answer: "What is this store and is it for me?"

If visitors can't figure that out instantly, they leave.

Homepage Copy Structure

Section What to Write Example
Hero Headline Main value proposition (what you sell + for whom) "Skincare that actually works. For real people."
Hero Subheadline Expand on the headline, add specificity "Dermatologist-approved formulas that give you visible results in 14 days. No BS."
CTA Button Clear action "Shop Bestsellers" / "Find Your Match"
Trust Bar 3-4 key trust elements "Free Shipping | 30-Day Returns | 10,000+ Happy Customers"
Featured Products Short tagline for each "Our #1 Bestseller" / "For Sensitive Skin"
3

Writing About Us Pages

💡 Why About Us Matters

About Us is often the 2nd or 3rd most visited page on an e-commerce site. People want to know who they're buying from. A good About page builds trust and emotional connection.

About Us Structure

📝 About Us Template

1. THE HOOK (1-2 sentences)

Start with your mission or what makes you different.
Example: "We believe skincare shouldn't be complicated — or expensive."

2. THE ORIGIN STORY (2-3 paragraphs)

- Why was this brand started?
- What problem did the founder face?
- What's the "aha moment" that led to creating this?

3. THE MISSION (1 paragraph)

What does this brand stand for? What do you believe in?
Example: "We're on a mission to make clean beauty accessible to everyone."

4. THE PROOF (Numbers/Social Proof)

- "10,000+ happy customers"
- "Featured in Vogue, Elle, Cosmopolitan"
- "4.9★ average rating"

5. THE CTA

End with an invitation to shop.
Example: "Ready to join the glow-up? Shop our bestsellers →"

4

SEO Basics for Writers

⚠️ What is SEO and Why Should You Care?

SEO (Search Engine Optimization) means writing content that Google can find and rank. When someone searches "best vitamin C serum" and your product shows up — that's SEO working.

As a writer, you don't need to be an SEO expert. But you DO need to know the basics.

SEO Checklist for Writers

Element What to Do Example
Title Tag Include main keyword + brand name, under 60 characters "Vitamin C Serum for Glowing Skin | GlowCo"
Meta Description Compelling summary with keyword, under 155 characters "Fade dark spots and get radiant skin with our bestselling Vitamin C serum. Free shipping + 30-day returns."
Headings (H1, H2) Use headings to structure content, include keywords naturally H1: "Vitamin C Brightening Serum" / H2: "How to Use"
First 100 Words Include main keyword in opening paragraph "Our Vitamin C serum is designed to..."
Image Alt Text Describe what's in the image, include keyword if natural "Woman applying vitamin c serum to face"

🚫 SEO Mistakes to Avoid

  • Keyword stuffing: Don't force the keyword 20 times. Natural is better.
  • Duplicate content: Don't copy-paste the same description for similar products.
  • Thin content: 50 words isn't enough. Aim for 150-300+ words for product pages.
🤖

Using AI Tools (ChatGPT/Claude)

⚡ AI is Your Assistant, Not Your Replacement

AI can help you write faster and overcome writer's block. But you MUST edit, refine, and add the human touch. Raw AI copy is generic — your job is to make it specific and compelling.

Prompts That Actually Work

📝 Prompt: Product Description

"Write a product description for a [PRODUCT TYPE] called [NAME]. The target customer is [DESCRIBE CUSTOMER]. Key benefits are [LIST 3 BENEFITS]. Tone should be [TONE - friendly/luxury/playful]. Use the AIDA formula. Keep it under 150 words. Lead with benefits, not features."

📝 Prompt: Improve Existing Copy

"Here's my product description: [PASTE COPY]. Make it more compelling by: 1) Leading with benefits instead of features, 2) Adding sensory language, 3) Making it more conversational. Keep the same length."

📝 Prompt: Generate Headlines

"Give me 10 headline options for a [PRODUCT]. Target customer is [DESCRIBE]. Main benefit is [BENEFIT]. Tone: [TONE]. Make them punchy and attention-grabbing. Under 10 words each."

🚨 Always Do These After AI Generates Copy

  • Fact-check any claims (AI makes stuff up)
  • Remove generic phrases ("experience the difference")
  • Add specific details only you know (ingredients, results)
  • Read it aloud — does it sound natural?
  • Check for grammar and spelling errors
📊

Content Writer KPIs

Grammar Errors
0
Turnaround Time
<24hrs
Revision Requests
<10%
Client Satisfaction
4.9★

✅ Quality Checklist (Before Submitting)

  • Spell check completed (use Grammarly or similar)
  • Benefits come before features
  • No paragraphs longer than 3 sentences
  • Includes a clear call-to-action
  • Read aloud — sounds natural and conversational
  • Matches the brand's tone and style
🔧

Troubleshooting Common Issues

Writer's Block?

💡 When You're Stuck

  • Start with the worst version — Write garbage first. Edit later.
  • Use AI to brainstorm — Get ideas, then rewrite in your voice.
  • Read competitor copy — What are similar brands doing? Get inspiration.
  • Write from the customer's mouth — Pretend you're the buyer reviewing the product.
  • Change environment — Sometimes a 5-minute walk helps.

Client Says "This Doesn't Sound Like Us"

Problem Likely Cause Fix
Tone is wrong Didn't get brand voice right Ask for 3 example pieces they love, match that style
Too formal Playing it safe Use contractions ("you'll" not "you will"), shorter sentences
Too casual Misread the brand Remove slang, add more structured sentences
Doesn't match website Didn't review existing content Always read their current About page and products first

Client Asks for Many Revisions

⚠️ How to Reduce Revisions

  1. Get clear brief upfront — Tone, audience, keywords, examples they like
  2. Send partial draft first — Get feedback on first 1-2 products before writing 20
  3. Ask specific questions — "Is this too casual?" vs waiting for vague feedback
  4. Document preferences — Build a style guide for repeat clients

🚨 When to Escalate

  • Client requests more than 3 rounds of revisions
  • Feedback is contradictory or vague
  • Scope is expanding beyond original agreement
  • Client is asking you to write things that are misleading or false
📊

SEO Checklist for Content

💡 Every Piece of Content Should Pass This Check

SEO isn't just keywords. It's structure, readability, and providing value. Check every item before submitting.

Category Checkpoint Why It Matters
Title Primary keyword in title? Google uses title as #1 ranking signal
Title Under 60 characters? Longer titles get cut off in search results
Meta Meta description under 160 characters? Gets cut off in search results
Meta Meta includes keyword + call to action? Increases click-through rate
Content Keyword in first 100 words? Signals relevance to Google
Content Keyword density 1-2%? Natural inclusion, not stuffing
Structure Only ONE H1 tag? Multiple H1s confuse search engines
Structure H2/H3 subheadings used? Helps scanners and Google understand structure
Images Alt text includes keyword? Google can't see images, reads alt text
Images Image file names descriptive? "blue-dress.jpg" not "IMG_4523.jpg"
📝

Advanced Writing Formulas

📋 Beyond AIDA: More Formulas for Different Situations

Different types of content need different approaches. Use the right formula for the job.

PAS - Problem, Agitate, Solve

Best for: Pain-point driven products, problem-solvers
Step What to Write Example
Problem State the customer's pain point "Tired of acne ruining your confidence?"
Agitate Make the pain feel worse "You've tried everything. Expensive creams. Harsh treatments. Nothing works long-term."
Solve Present your product as the answer "Our gentle serum targets acne at the root, giving you clear skin in 2 weeks."

FAB - Features, Advantages, Benefits

Best for: Technical products, comparisons
Step What to Write Example
Feature What the product has "Made with 100% organic cotton"
Advantage Why that feature matters "Which means it's softer and lasts longer than regular cotton"
Benefit How it improves their life "So you stay comfortable all day without worrying about wear"

4Ps - Promise, Picture, Proof, Push

Best for: Landing pages, product launch
Step What to Write Example
Promise Make a bold claim "Lose 10 lbs in 30 days or your money back"
Picture Paint the after-state "Imagine fitting into your favorite jeans again..."
Proof Social proof, testimonials "Join 10,000+ customers who've transformed their bodies"
Push Call to action with urgency "Order now — 20% off ends midnight"

✅ Formula Cheat Sheet

  • AIDA: General purpose, most product descriptions
  • PAS: Problem-solving products (skincare, health, tools)
  • FAB: Technical/feature-rich products
  • 4Ps: Sales pages, limited offers, launches
📋

Day-to-Day Quick Reference

🔧 Quick Fixes for Common Writing Issues

Problems you'll face almost every day. Know these by heart.

📝 Common Copy Problems

Problem Cause Quick Fix
Copy sounds generic No brand voice defined Ask for 3 brands they love and WHY. Mirror that energy.
Client says "too salesy" Too many power words, exclamation marks Remove 50% of adjectives. Use confident statements, not hype.
Copy is too long Trying to say too much Cut ruthlessly. Every sentence must earn its place. One idea per paragraph.
Descriptions feel boring All features, no benefits For every feature, add "which means..." and finish with benefit.
CTAs not converting Weak action verbs Start with strong verbs: Get, Discover, Claim, Start, Join, Unlock.

🔍 SEO Quick Fixes

Problem Cause Quick Fix
No keyword in title Creative title has no SEO value Put main keyword at START of title. Be creative in the middle/end.
Meta description cut off Over 155 characters Keep to 150-155 characters. Put key info at start.
Keyword stuffing Same keyword repeated too often Use variations, synonyms, LSI keywords naturally.
Headers all H1 No hierarchy One H1 (page title), H2s for main sections, H3s for subsections.
Alt text missing Images uploaded without descriptions Describe what's IN the image + include keyword naturally.

✍️ Product Description Shortcuts

Situation Formula Example
No product info provided Check competitor sites for similar products Look at top 3 Amazon listings for structure and feature ideas.
Only specs, no story Ask: "Who buys this? Why?" Build persona → write to their desires/problems.
Client gave too much info Prioritize: 3 top benefits + 5 key features Rest goes in FAQ or "Details" tab, not main description.
Luxury vs Budget product Luxury = emotional, sensory; Budget = practical, value "Indulge in..." vs "Smart choice for everyday..."

🎯 CTA Quick Reference

Context Best CTAs Avoid
E-commerce product Add to Cart, Buy Now, Get Yours Submit, Click Here
Newsletter Join Free, Get Weekly Tips, Subscribe Submit, Sign Up Now
Service page Book Free Consultation, Get Started, Request Quote Contact Us (too vague)
Limited offer Claim Your Discount, Get 20% Off, Shop the Sale Limited Time (no action verb)

⚡ Emergency Fixes You Should Know

  • Writer's block: Start with the CTA, work backwards
  • Tone mismatch: Read 3 pages from client's existing content first
  • Too wordy: Read aloud - if you run out of breath, it's too long
  • AI output sounds robotic: Add specific details, remove corporate jargon
  • Client changes mind: Always save version history, never delete originals

✅ Daily Checklist Before Submitting Copy

  • Spell check completed (Grammarly or similar)
  • Keywords placed naturally (title, first paragraph, headers)
  • Benefits before features throughout
  • CTA is clear and action-oriented
  • Read aloud - sounds natural, not robotic
  • Matches client's brand voice (compare to existing content)
⚠️

Handling Difficult Situations

🔴 Client Rejects Your Copy

🎯 Task Priority Order (What Comes First)

Handle in this order every day:

  1. 🔴 P0 - Revision Requests → Clients waiting on copy changes. Don't hold up projects.
  2. 🔴 P0 - Deadline-Day Content → Copy due TODAY must be delivered.
  3. 🔴 P0 - PM/Client Questions → Respond within 1 hour. Clarify scope fast.
  4. 🟡 P1 - Active Writing Projects → Deadlines in next 2-3 days.
  5. 🟡 P1 - Research for Upcoming Work → Gather info before writing sessions.
  6. 🟢 P2 - SEO Optimization → Keyword research, meta descriptions for completed work.
  7. 🟢 P2 - Content Audits → Reviewing existing content for improvements.
  8. ⚪ P3 - Style Guide Updates → Documentation, templates, learning.

Golden Rule: Client revisions > Deadlines > Active writing > Research & optimization.

🔴 Client Rejects Your Copy

Situation: Client says "This doesn't sound like us."

Response: "I appreciate the feedback. Can you point to specific phrases that don't fit and share examples of copy you love? I'll revise to better match your voice."

Rule: Never take rejection personally. Get specifics. Always ask for examples.

🔴 Client Provides No Direction

Situation: Brief is vague: "Just make it sound good."

Response: "To write great copy, I need: Your target audience, desired tone, key selling points, and any copy examples you love. Let me send you a quick questionnaire."

Rule: Never write blind. Get a proper brief or create one yourself.

🔴 Tight Deadline, No Time for Research

Situation: Client needs copy tomorrow and you know nothing about the topic.

Response: "I can meet this deadline. To ensure quality, please send: competitor examples, product details, and any existing copy. I'll work with what you provide."

Rule: Set expectations. Fast and good requires client input.

🔴 Client Wants to Use Jargon That Hurts Conversions

Situation: Client insists on industry jargon their customers won't understand.

Response: "I recommend simpler language because [stat about reading levels]. However, I can provide both versions and you can A/B test to see which converts better."

Rule: Educate with data. If they insist, document your recommendation.

🔴 Endless Revision Requests

Situation: Client keeps tweaking every sentence beyond revision rounds.

Response: Route through PM: "We've completed the included revision rounds. I can certainly make more changes — let me check with PM about extending the project scope."

Rule: Track revisions. Additional rounds = additional payment.

🔴 AI-Generated Content Request

Situation: Client asks "Can you just use ChatGPT for this?"

Response: "I do use AI as a research and outlining tool, but I write final copy myself to ensure it's original, on-brand, and conversion-optimized. AI is an assistant, not a replacement."

Rule: AI assists. Human writes. We deliver original, quality content.

🔴 Client Plagiarizes Competitor Copy

Situation: Client provides competitor copy and says "Just change a few words."

Response: "I can use this as inspiration for tone and structure, but I'll write original copy to protect you from legal issues and ensure it truly represents your brand."

Rule: NEVER copy. We write original content only. Protect the company.

🔴 Technical Topic You Don't Understand

Situation: Writing about a complex product/service you're unfamiliar with.

Response: "I'll need a 15-minute call with someone technical on your team to understand this properly. Good copy requires understanding — I won't guess at technical details."

Rule: Ask for help. Better to spend 15 mins learning than deliver wrong content.

🌟

Your Daily Inspiration

✍️
"Words have the power to both destroy and heal. When words are both true and kind, they can change our world."

— Buddha

📖 Success Story: The Blog Post That Generated $25,000

A single blog post about "10 Shopify Speed Optimization Tips" took 4 hours to write. It was well-researched, actionable, and SEO-optimized.

That post ranked #3 on Google within 2 months. It brought in 5,000+ organic visitors monthly. From that traffic, 12 leads converted into paying clients worth over $25,000 in revenue.

The lesson? One great piece of content works for you 24/7, forever. It compounds. Every word you write today could be generating leads years from now.

Write like your words will live forever — because on the internet, they will.

⚡ Productivity Hacks for Writers

  • 📝 Outline First: Spend 20% planning, 80% writing — never stare at a blank page
  • ⏰ Pomodoro Technique: 25-min writing sprints, 5-min breaks — keeps you fresh
  • 🚫 Write First, Edit Later: Never self-edit while drafting — it kills flow
  • 📅 Batch Content Days: Dedicate full days to writing, not scattered hours
  • 🤖 AI as Assistant: Use ChatGPT for outlines and ideas, but YOUR voice for the final copy
📚

"Write to express, not to impress."

🎯

"Clear writing is clear thinking."

💡

"Good content educates. Great content converts."

🌅 Start Each Day With This:

"Today, my words will educate, inspire, and drive action. Every sentence I write has purpose."