How To Write Product Descriptions That Keep Your Dream Buyers Buzzing

Featuring Keeper’s Collective

At the start of every new project, you never know for sure how it’s gonna go.

Yeah, you expect there to be hiccups along the way. Because who doesn’t get the hiccups?

But working on this mighty site for the oh-so-lovely Jillian, alongside a sweeter-than-sweet team of badass experts - was smoother than beeswax.

And if you’ve never touched beeswax before, just imagine golden silk and you’re halfway there.

Ok, ok. So I’m getting a bit carried away, I know.

I can’t help it!

Keeper’s Collective is one of my all-time faves. And I’m so excited to see it out there, buzzing about in the wilderness of the interwebs.

The Dream Team

I absolutely must start off by saying a MASSIVE thank you and shout-out to the BEST project manager, visionary, creative director, designer…and all-around BADASS, Michelle Miller of Minty Made, who brought me in on this dream project.

Michelle and I have worked together a few times now - and it just keeps getting better. She’s an utter pro at what she does, a freakin’ joy to work with, and I always learn a TON from her. Hint hint - hire us to knock your next branding/web project outta the park!

Michelle brought together the best team of creatives and service providers to make the Keeper’s Collective project a success:

Branding & Website Design - Michelle Miller, Minty Made

Web Development - Sydney Douglas

SEO - Kim, 13 Emeralds Marketing

Photography - Shelly Borga, Dakota & Co.

Copywriting & Brand Messaging - yours truly

The Client

Jillian Medford, founder and maker of Keeper’s Collective - Kind Honeybee Skincare is a true inspiration.

Not only is she a biz-owning mama, too, but her conservation and education efforts when it comes to the importance of pollinators is un-bee-lievable.

Jillian isn’t just handcrafting and selling a sweet, sweet product. She’s “teaching the next generation of bee stewards how they can help to protect and conserve our earth's powerful pollinators” via her yearly kids’ bee camps. What Jillian has created with her business is a delicious example of how impactful entrepreneurship can be.

On a personal note - I can’t WAIT to take my kiddos to the PNW so they can learn from Jillian. Bonus - I’ll get to visit Michelle while I’m up that way, too! *Adds to vision board immediately.*

The Results

Jillian wanted to go all out with this project, completely overhauling her branding, website, and product packaging. So this is a perfect time to mention how impactful it can be when branding, copy, and design have all been given the time and consideration they’re due every step of the way. (Shoutout again to the dream team above!)

In just a few weeks after launching the new Keeper’s Collective website, Jillian was approached by a local retailer who went on to place their largest wholesale order to date. What a buzz!

Weaving Keeper’s Collective values throughout the copy on the site was essential. This was achieved through thoughtful repetition and core messaging that spoke to Jillian’s desire to cultivate more awareness of the importance of pollinator conservation.

Jillian also wanted to ensure the copy properly communicated the quality and care that goes into her products. *I can personally vouch for them - I’ve invested in Keeper’s Collective myself. Honestly, I don’t think my skin has ever felt so good!*

The Copywriting Tip: How to Write Sweeter-Than-Honey Product Descriptions

Always Keep Your Dreamies In Mind

Jillian wanted her copy and messaging to speak to her dreamies - a clientele that already appreciates simple, natural skincare. She knew they’d be willing to pay more if they fully understood the incredible benefits of the powerful ingredients she uses. So when it came to writing the descriptions for her honeybee skincare items, I made sure to do my research and include enough specific information to make Keeper’s Collective an easy choice for her potential customers.

Get Creative, Hold Attention

Bee-ing informative in the descriptions was key, but so was keeping the copy approachable. Here’s where things got punny! Jillian was 1000% on board with all the bee puns, which made my job a real buzz. I also kept things conversational and fun in the all-too-often snooze-inducing FAQ sections.

Don’t Overload Your Buyer With Info

This is also where great website design and functionality come into play. If you have a lot of product info to share, reduce the overwhelm your site visitor might experience by including an accordion section on each product page. Here, you can cover all the extra need-to-know information about things like unique ingredients, step-by-step instructions on how to use the product effectively, and any essential allergen advice. Sweet!

Remind Them Why They Should Buy

If, like Jillian, you have a business that champions a cause, you can remind your buyer of the fact that their purchase goes bee-yond a simple transaction. In Jillian’s case, caring for your skin becomes a form of activism, supporting a more sustainable future.

Include Outstanding (and Relevant) Customer Reviews

Luckily, Jillian already had a swarm of terrific customer reviews to integrate into her new site. This is a must - especially for e-commerce. Your dreamies will want to hear from other folks like them who have already had bee-utiful results from using your products before they hand over their hard-earned honey, ahem, money.

The Review

“Robyn was fantastic to work with; she listened to my vision and was able to communicate it through her copy beautifully.

My website is constantly getting praise and recognition for its appearance and overall feel and now helps to reflect the high-end nature of my physical products via copy and online presence.

Robyn's communication and attention to detail are what make her stand out! She listens to her client's vision and works together with you to develop copy that feels genuine and on-brand as if you'd written it yourself!

I was very impressed with how she was able to wrap bits of pieces that I had been struggling to connect and turn them into a lovely easy-to-follow story that made sense for my clientele.

If you are looking for a copywriter who will go the extra mile to ensure your content is true to your brand and will make the right impression on your audience, I highly recommend Robyn and her quality work!”

Jillian Medford - Founder, Keeper’s Collective

We Also Worked On:

Complete Brand Messaging Guide - Usually, I tackle a client’s brand messaging and voice guidelines before any website copy gets underway. In Jillian’s case, she added this on after seeing (and loving!) the writing I’d already completed for her new site. We hopped on a call to talk about a few possible extras. Jillian decided that having a comprehensive guide to refer to time and time again as she (and anyone else she might bring onto her team) continues to market Keeper’s Collective would be most valuable. And it was! Here’s what she had to say about her guide:

I can’t rave about Keeper’s Collective enough. But don’t just take it from me, go find out what all the buzz is about for yourself. And don’t forget - you’re not only supporting a hardworking, woman-owned biz, you’re also championing the mighty honeybee with every purchase!

Absolutely buzzing to get your copy sweetened up like Jillian?

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How to Write Product Descriptions That Bring Your Dream Buyers Buzzing