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Product content

From Specification to Order

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Three situations we encounter daily with online stores that have a large number of products.

Why Your Product Pages Aren’t Selling

  • Your customer can’t verify if it fits

    Your specifications come directly from your supplier and are in the supplier’s language, not your customer’s. If customers can’t verify the size or intended use, they won’t buy or will return the item. It starts with determining which fields your customers really need.

  • Your products are hard to find

    Without populated filter values and categories, visitors won’t find your product using your own search function—and neither will search engines. You have the product, but no one can find it. That’s data work, not copywriting.

  • You manage your text in four different places

    The same text appears in your online store, your marketplace feed, and your social media channels—each maintained separately. Whenever you make a change, one of them is always out of sync. A single source with channel-specific variations eliminates that work.

Product content as a growth driver

A visitor to your product page has already taken the difficult first step: they’re there. What holds them back is almost never the price, but a question the page doesn’t answer. Good product content eliminates that question, and you’ll see the immediate impact on your conversion rates and return rates.

With thousands of products, this isn’t a writing task but a production process. We work from a single source that brings together specifications, images, and text, with channel-specific variations that update automatically. Where the volume requires it, we use language models to generate a first draft, which a specialist then refines before anything goes live.

You’ll be working with Steven Olde Hengel, Head of Seduction at Redkiwi, along with Soraya and Noa. We start with the product groups that generate the most revenue or have the highest search volume, and during the monthly meeting, we review together how that impacted discoverability and conversion. Since 2004, we’ve been working with online stores that offer extensive product ranges, and those 22 years of customer insight are the driving force behind the recommendations we make.

  • 22+ year experience
  • 9,3 customer care
  • 55+ Kiwi specialists

What does product content include?

Four layers. The data: specifications, units, categories, and filter values that allow your customer to check and filter. The text: product descriptions that answer the questions behind the purchase in your own tone of voice, not your supplier’s text. The visuals: photos, 3D visualizations, and videos that show the size, usage, and details. And distribution: a single source that feeds your online store, marketplaces, and social media channels, each in their own format.

From Supplier Copy to Your Own Story

With large product ranges, tackling everything at once isn’t an option. That’s why we work in blocks: one set of product groups per month, selected based on revenue and search volume. For each block, we measure its impact on discoverability, conversion, and returns, and that determines the order of the next block. So even before your entire product range has been covered, you’ll see whether the approach is working, and you set the pace yourself.

Three services that make product content pay off.

What product content relies on

Product content never stands alone. You need a place to manage it, channels to distribute it, and a way to measure whether the new page drives more sales than the old one. We handle all three with the same team.

From baseline measurement to monthly blocks in five steps.

Here’s how we build your product content

  • 1. Baseline analysis of data and discoverability

    We examine which fields are filled out, which product groups are generating revenue, and where visitors get stuck in your site’s search function.

  • 2. Defining the data model

    For each product group, we identify the specifications your customers need to make a choice. This forms the basis for every piece of text.

  • 3. Producing Copy and Images

    Copy written in your tone of voice; for large volumes, we provide an initial draft generated by a language model, and a specialist always reviews it before it goes live.

  • 4. Deploying to Channels

    A single source feeds your online store, your marketplace feeds, and your social media channels, each in the format required by that channel.

  • 5. Measurement and Next Phase

    For each block, we measure the impact on discoverability, conversion, and returns. This determines which product groups are next in line.

Three projects focused on product data and copy.

Brands with large product assortments

  • Accell group

    A fully streamlined customer journey

  • Boland

    Millions in revenue for the largest B2B supplier of party clothing

View all our case studies View all our case studies

Independent advice, no bias.

What we use to create and manage product content

Bring products to life with 3D visualization

All product information in one place, with dedicated output for each channel

Streamline product information together and boost conversion

InRiver

Conversational AI and content creation that makes an impact for your brand

AI video and avatars for compelling marketing and communication
View all our partners View all our partners

Let us review your product pages

We’ll go over your product groups: which fields are missing, where visitors get stuck, and which group deserves attention first. It takes just one hour and doesn’t commit you to anything.

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Agreement 

Meet your specialists

Steven Olde Hengel
Head of Creativity
Soraya Stout
Creative Designer
Meet the whole team Meet the whole team

How much does product content cost?

Every collaboration is custom-tailored. The cost in your case depends on the number of products, how many variants there are per product, and whether images and videos are required.

What you always get: an initial assessment of your product data before anyone starts writing, working in phases so you can see the results before your entire product range is covered, a specialist who reviews every piece of text, and a single point of contact instead of four different places to keep track of.

Want to know where your biggest gains lie? Schedule a call, and we’ll determine the scope together.

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Frequently Asked Questions About Product Content

01/ What is considered product content?
Everything a visitor sees about a product: title, specifications, description, images, videos, sizes, and stock levels. It also includes the data that the visitor doesn’t see but that determines whether they can find the product, such as categories, filter criteria, and item numbers.
02/ Do we need a PIM for product content?
No, but it does make it sustainable. Without a central location, you’ll end up managing the same text separately in your online store, your marketplace feed, and your social media channels. For a small product range, your online store is sufficient; for a few hundred items with variants or more, we recommend a PIM.
03/ Do you use AI to write product descriptions?
For large product ranges, we use language models to create a first draft based on your specifications and tone of voice. A specialist reviews and refines the text before anything goes live. This way, you can maintain speed when dealing with thousands of items without ending up with nonsensical descriptions.
04/ How many product descriptions do you deliver per month?
We start with the product groups that generate the most revenue or have the highest search volume, and work in monthly batches. This way, you can see the impact on your visibility and conversion rates before your entire product range has been optimized. We’ll determine the pace together.
05/ How much does it cost to have product descriptions written?
That depends on the number of items, how many variants there are per item, and whether images are required. Every collaboration is custom, so we won’t quote a price until those details are clear. During a one-hour consultation, we’ll work with you to determine which product group to start with.