Quite literally, your product descriptions have the power to make or break a sale. Think about everything you consider when purchasing something online. You likely judge the product based upon its image and description. This is why, in addition to professional-looking photos, you must also have an accurate, enticing and informative description of your product. Furthermore, a powerful product description will also boost your SEO and help draw in hot leads that might be searching for exactly your product.
But who can you turn to in order to create quality product descriptions? There is a vast number of professional writers and companies that can lend their expertise and creativity to help with this very task. Their skills do come at a price and you should be prepared to invest a little bit of your marketing budget into work. However, the increase traffic and sales you’ll receive as a result of top notch product descriptions will more than offset this cost.
To get a better understanding of the content industry and specifically what professional writers charge for writing product descriptions, let’s take a look at some research and examples.
By the Hour
One option many writers or professional writing businesses provide is to pay by the hour. This means that you will only be charged for exactly how long it takes your writer to product your product descriptions – no more, no less. This can certainly work in your favor, depending upon how fast the writer and how much they charge for an hourly rate.
In a survey by Writer’s Digest, the average hourly rate charged for projects like description writing was between $71-80. Before you get sticker shock, keep in mind that product descriptions are only short blurbs and likely won’t even take a full hour to create. Also, in the grand scheme of your marketing budget and how important a quality product description is to sales, this is money very well spent.
By the Project
Another option you may wish to consider if the price per project. Rather than charging by the hour, a professional writer will give you a proposal for the cost of the entire project. This allows you to know exactly how much you need to budget and eliminates any “surprise” time sheets that far exceed your cost expectations.
The Writer’s Digest survey says that most writers charge anywhere from several hundred to several thousand dollars for similar projects. Certainly this would depend upon the scope of the project. For two or three descriptions you would only be on the lower end of this scale, whereas if you have 200+ project descriptions, you could imagine how both the workload and the cost would increase.
The Pros and Cons of Low-Priced Work
You get what you pay for. When hiring a professional writer, the ones with the lowest hourly rates are not likely to produce the highest quality work. One major drawback of a cheap writer is that you are likely to need more rounds of revisions. The content may also lack certain expertise like incorporating keywords for SEO. On the flip side, you may be able to find a new writer who has lower than average hourly rates, but who still produces quality writing.
The Pros and Cons of High-Priced Work
Hiring the most expensive writer you can find will not guarantee that the content they create for you is the best of the best. Some writers are just plain expensive, regardless of actual talent. Unnecessary expenses will also eat larger chunks of your marketing budget that could be used elsewhere. Hiring a company that vets out poor writers and manages the scope of the entire content project- including writer schedules, deadlines, and dropped balls, can be well worth your investment. The benefits of paying for experience and expertise are that these skills are likely to produce winning results with fewer rounds of edits, saving you both time and money in the long run.
Again, it cannot be stressed enough that quality product descriptions can make or break a sale. Dedicate the time and resources it takes to develop content that is going to make people have to have whatever it is you are selling.