Preparing content for an ecommerce store involves products, descriptions, images, categories, and policies. This guide covers what to prepare before a Shopify or WordPress (WooCommerce) build.
Product inventory
Create a spreadsheet with:
- Product name
- SKU
- Category
- Price
- Variants (size, colour, material)
- Stock levels
- Product type (physical or digital)
- Shipping class (if applicable)
This becomes the source of truth for the build. Export existing product data if migrating.
Product descriptions
Structure:
- Short intro (1–2 sentences)
- Benefits (why someone should buy it)
- Features list (concrete details)
- Specifications (sizes, weight, ingredients)
- Care information (if applicable)
Use simple language. Avoid technical descriptions, walls of text, and over-hyped claims. Shoppers want clarity.
Category descriptions
Add 1–2 paragraphs per category. Explain:
- What the shopper will find
- How products differ
- Why the category matters
Category copy supports SEO and helps shoppers find the right products.
Product images
Prepare:
- Clean hero image
- Lifestyle images (optional)
- Close-ups
- Variants (colour/size) where needed
Keep backgrounds consistent, use natural lighting, avoid filters. See How to gather website images.
Essential pages
- Homepage (see How to write homepage content)
- About
- Category pages
- Product pages
- Shipping info
- Returns policy
- Contact
- Privacy policy and terms
Navigation
Structure:
- Shop (with category dropdown)
- About
- Blog or resources (if used)
- Help or FAQs
- Cart and account
Keep top-level links to 3–6. Group categories in dropdowns.
Shipping and returns
Define:
- Shipping options and costs
- Delivery times
- Returns policy and process
- Refund conditions
Clear policies reduce support enquiries and returns.
Brand voice
Copy should be consistent across products, categories, and pages. Match your brand tone. See Website copy that converts.
Checklist
- Product inventory complete
- Descriptions written
- Category descriptions written
- Product images prepared and optimised
- Shipping and returns policies defined
- Essential pages drafted
- Navigation structure approved
Need help with content structure or strategy? Get in touch →