The STORY-SEO Product Copy Framework
Most ecommerce product descriptions either rank but bore people to tears, or read beautifully but never get found. The STORY-SEO Framework solves both problems at once. This free guide includes the complete method for writing product descriptions that rank on Google AND stick in memory, a step-by-step walkthrough with a real product example, an AI prompt you can use immediately, two real before-and-after case studies from a live ecommerce site, plus a gift product adaptation (the THEM Method) for anyone selling products people buy for others.
Download the Free STORY-SEO Framework and Write Product Descriptions That Rank on Google, Convert Browsers to Buyers, and Actually Get Remembered
Most ecommerce businesses either copy-paste the manufacturer's description (invisible to Google) or throw it at ChatGPT and publish whatever comes out (forgettable to customers). Meanwhile, research shows that properly structured product copy is 42% more memorable after 30 days – and one UK retailer saw a 36.7% increase in revenue per visitor just by rewriting their descriptions.
What if you had a proven framework that showed you exactly how to write product descriptions that rank AND resonate – plus an AI prompt that does most of the heavy lifting for you?
The Real Reason Your Product Pages Aren't Converting
You know your product descriptions could be better. But where do you actually start?
- "I'll just use the manufacturer's description" – So will every other retailer selling the same product. Google sees duplicate content. Customers see nothing worth remembering. You become invisible.
- "I'll get ChatGPT to write them" – Without a framework, AI produces generic, soulless copy that sounds like every other AI-generated description. Different words, same forgettable result.
- "SEO or storytelling – pick one" – But what if the science shows they actually reinforce each other? Narrative copy naturally delivers exactly what Google rewards.
Without a systematic approach to product copy, you end up with:
- Product pages that look identical to your competitors' – triggering a race to the bottom on price
- Descriptions that list features but never explain why anyone should care
- Copy that either ranks but bores people, or reads well but never gets found
The brands with exceptional conversion rates aren't doing anything complicated. They're just intentional about turning product descriptions into stories that rank, resonate, and get remembered.
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<div class="problem-section">
<h2>The Real Reason Your Product Pages Aren't Converting</h2>
<p>You know your product descriptions could be better. But where do you actually start?</p>
<ul>
<li><strong>"I'll just use the manufacturer's description"</strong> – So will every other retailer selling the same product. Google sees duplicate content. Customers see nothing worth remembering. You become invisible.</li>
<li><strong>"I'll get ChatGPT to write them"</strong> – Without a framework, AI produces generic, soulless copy that sounds like every other AI-generated description. Different words, same forgettable result.</li>
<li><strong>"SEO or storytelling – pick one"</strong> – But what if the science shows they actually reinforce each other? Narrative copy naturally delivers exactly what Google rewards.</li>
</ul>
<h4>Without a systematic approach to product copy, you end up with:</h4>
<ul>
<li>Product pages that look identical to your competitors' – triggering a race to the bottom on price</li>
<li>Descriptions that list features but never explain why anyone should care</li>
<li>Copy that either ranks but bores people, or reads well but never gets found</li>
</ul>
<p><strong>The brands with exceptional conversion rates aren't doing anything complicated. They're just intentional about turning product descriptions into stories that rank, resonate, and get remembered.</strong></p>
</div>What You Get: The Complete STORY-SEO Product Copy Framework
The STORY-SEO Method
A six-step framework for writing product descriptions that satisfy both Google and your customers. Each letter guides one section of your copy – from setting the scene to SEO-optimised specs. Built on narrative psychology research and proven with real ecommerce results.
Step-by-Step Walkthrough
Watch the framework applied to a real product, step by step, with the thinking process explained at every stage. See exactly how to move from raw product information to a description that converts – so you can replicate it with your own products.
Ready-to-Use AI Prompt
A detailed prompt with a built-in example that you can paste straight into ChatGPT or Claude. Feed it your product details, brand context, and keywords – and get a STORY-SEO structured description back. Works for any product type.
Real Before-and-After Case Studies
Two complete examples from a live UK ecommerce site showing the exact transformation from generic product copy to narrative-driven descriptions. Includes analysis of what changed and why it works – so you can apply the same thinking to your products.
The THEM Method (Gift Product Adaptation)
Selling products people buy as gifts? The standard approach doesn't work – you need to write for the recipient, not the buyer. This bonus adaptation shows you how to paint a portrait of a person so vivid that the buyer thinks "That's exactly them!" and clicks Add to Cart.
Quick Start: Your Top 20
Only have an hour? The implementation guide shows you exactly which products to start with (hint: highest traffic, lowest conversion), how to do quick keyword research using Google autocomplete, and the 80/20 approach to transforming your catalogue without overwhelming yourself.
How This Changes Your Product Pages
Instead of product descriptions that blend into the background – identical to competitors, forgettable to customers, invisible to Google – you'll have copy that ranks in search, converts browsers to buyers, and gives people a reason to remember you.
Perfect for:
- E-commerce businesses (£500K–£3M) wanting to increase conversion rates without redesigning their site or changing their products
- Founders who know their product descriptions are weak but aren't sure how to fix them systematically
- Teams using AI for copywriting but getting generic, forgettable results because there's no framework behind the prompts
- Anyone tired of competing on price because their product pages look identical to everyone else's
What makes this different: This isn't about keyword stuffing or flowery creative writing. It's a research-backed method that combines narrative psychology with SEO best practice – so your descriptions do both jobs at once. Plus it includes real examples from a live ecommerce site, not theoretical case studies.
Download Your Free STORY-SEO Product Copy Framework
Start with your top 20 products. Use the step-by-step walkthrough to transform the first one in under an hour – then use the AI prompt to work through the rest. You'll walk away with a repeatable system for writing product descriptions that rank, convert, and actually get remembered.
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Related Episode
Dive deeper into this topic with this podcast episode
Product Descriptions That Actually Convert
Most eCommerce product descriptions are invisible. Copied from the manufacturer, pasted without thought, identical to every competitor. Matt Edmundson shares how rewriting 400 product descriptions at Jersey Beauty Company transformed a commodity site into a brand with personality, and reveals the narrative binding framework from cognitive science that makes copy 42% more memorable after 30 days. Through real examples — a framing square, a fountain pen, a USB disco light, and an airsoft tactical vest turned mission briefing — discover the three principles that turn forgettable spec sheets into stories that actually sell.