Who Writes Product Descriptions?

I get this question constantly from e-commerce business owners: who actually writes all those product descriptions?

They’ve got a catalog of products, they know their descriptions need work, but they’re not sure who should handle it – should they start making a go of it on ChatGPT themselves, or should they hire a real content writer to do the hard work for them?

(Spoiler alert: it’s the latter).

There are multiple options, and each has tradeoffs. Some are better than others. Some are cheaper but deliver poor results. Some are slightly more expensive but worth every penny when it comes to ROI.

Let me walk you through who writes product descriptions and help you figure out which option is best for your business. By the end of this article, you’ll know exactly which approach makes sense for your situation.

Option 1: A Content Writing Agency (The Best Option)

When you’re asking who writes product descriptions, the best answer is a professional content writing agency like Empowered English.

Here’s why. 

A content writing agency brings expertise, consistency, and scalability. We understand your brand voice. We know how to write descriptions that convert. We can write product descriptions for your entire catalog, not just a few products.

Pros:

• Professional quality across all descriptions
• Consistent brand voice and messaging
• Scalable (can handle hundreds of products)
• SEO optimization built in
• Fast turnaround
• You can focus on running your business

Cons:

• Higher cost than DIY
• Less control over the process (though good agencies are collaborative)
• Need to brief the agency on your products

When you hire an agency to write product descriptions, you’re investing in quality. You’re getting descriptions that not only describe your products but sell them. You’re getting SEO optimization. You’re getting consistency across your entire catalog.

Option 2: You (The Business Owner)

Another answer to who writes product descriptions is you. Many business owners write their own product descriptions.

Pros:

• No external costs
• Complete control
• You know your products better than anyone
• Can be done on your timeline

Cons:

• Time-consuming (you’re busy running your business)
• You might not be a skilled copywriter
• Descriptions might lack persuasive power
• Inconsistent quality across products
• Opportunity cost (time spent writing is time not spent on revenue-generating activities)

The reality is that most business owners are not professional copywriters. They can describe what a product does, but they might not know how to make someone want to buy it. They might miss SEO opportunities. They might write descriptions that are too long or too short.

And there’s the time factor. If you have 100 products, you’re looking at dozens of hours of writing time. That’s time you could be spending on marketing, sales, or product development.

Option 3: A Freelance Writer (Proceed with Caution)

Some business owners hire freelance writers to write product descriptions. This is an option, but it comes with risks.

Pros:

• Cheaper than an agency
• Can find writers on platforms like Upwork or Fiverr
• Outsourced work

Cons:

• Quality varies wildly
• Difficult to maintain consistency across products
• Unreliable (freelancers disappear, miss deadlines)
• Limited accountability
• You need to manage and edit their work
• May not understand your brand or products
• Revisions can be slow and frustrating

I’ve seen too many businesses hire freelancers to write product descriptions and end up disappointed. The descriptions are mediocre. They’re inconsistent. They need heavy editing. The freelancer disappears when you need revisions.

Freelancers can be great for certain projects, but product descriptions require consistency, quality, and reliability. That’s not always what you get in the freelance marketplace.

Option 4: AI (Not Terrible, But Limited)

AI tools like ChatGPT can write product descriptions. It’s an option, but it’s not a complete solution.

Pros:

• Fast (can generate descriptions in seconds)
• Cheap (just the cost of the AI tool)
• Can handle large volumes
• Good starting point

Cons:

• Generic and impersonal
• Lacks persuasive power
• Doesn’t understand your brand voice
• SEO optimization is limited
• Requires heavy editing and customization
• Can sound robotic
• Doesn’t differentiate you from competitors

AI can write a product description. But can it write one that sells? Can it capture your brand voice? Can it understand the nuances of your product? Usually not.

Most businesses that use AI for product descriptions end up editing them anyway. They add personality. They add persuasive elements. They optimize for SEO. At that point, they’ve spent almost as much time as if they’d written it themselves.

AI is a tool, not a solution. It’s useful for generating first drafts, but it’s not a replacement for professional copywriting.

So, Who Writes Product Descriptions?

The Verdict

If you’re asking who writes product descriptions, the answer depends on your priorities. If you want quality, consistency, and scalability, hire an agency. If you want to save money and don’t mind lower quality, do it yourself. If you want a quick fix, use AI.

But if you want descriptions that actually sell your products, descriptions that are optimized for SEO, descriptions that reflect your brand voice, you need a professional content writing agency.

Think about it this way: your product descriptions are salespeople for your business. They’re working 24/7 to convince customers to buy. Would you hire an untrained, inexperienced salesperson? Would you use a robot that doesn’t understand your products? Of course not. You’d hire the best salesperson you could afford.

Your product descriptions deserve the same investment.

Ready to Invest in Professional Product Descriptions?

If you’re ready to stop worrying about who writes product descriptions and start getting professional descriptions that convert, let’s talk. Empowered English specializes in product descriptions that sell.

We’ll write descriptions that showcase your products. We’ll optimize for SEO. We’ll maintain your brand voice. We’ll handle your entire catalog.

Book a call with our team today. Let’s discuss your product description needs and show you how we can help.

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