Writing Product Copy
The convention for titles, descriptions and the rest of the copy fields on a product.
Title, description and the rest
Title
| Write | Get |
|---|---|
| "Duke" Outdoor Wall Mount — Black Iron & Glass | Heading, plus Black Iron & Glass as a small label after it |
| "Duke" Outdoor Wall Mount - Black Iron & Glass | One long heading — a hyphen does not split it, it must be a spaced em dash ( — ) |
Sentence case. No ALL CAPITALS. Model name first, then what it is, then colour or size after the dash.
Description, Romance copy, Feature bullets, Meta beam
| Field | Where it shows | Length | Write |
|---|---|---|---|
| Description | The Description tab | 60–100 words | The full factual account, in sentences — material, size, function, power, what it takes to run |
| Romance copy | Under the title, read by everyone | 2–4 sentences | The reason to stock it. Lead with the most useful fact |
| Feature bullets | “What's included” | 5–8 lines | One fact per line, most important first — only 6 show |
| Meta beam | Thin row under the bullets | 2–4 lines | Label : Value, one per line |
Meta beam — how the line is written
| What you type | What appears on the page |
|---|---|
| Power : 1800 W | POWER above, 1800 W below it |
| Capacity : 10 L | CAPACITY above, 10 L below it |
| Bulbs : E26 (not included) | BULBS above, E26 (not included) below it |
| 1800 W | No label at all — just 1800 W, because there is no colon |
One entry per line. The word before the colon becomes the small grey label; everything after it becomes the value. Two to four entries is right — it is a glance, not a second specification table.
Live example — the "Duke" wall lantern:
| Field | Text |
|---|---|
| Description | The "Duke" is an outdoor wall mount built from weather-resistant die-cast iron and glass. At 20 cm (7.87") wide by 30 cm (11.81") high, its glass panels cast warm, even light across entryways, patio walls and small building façades in a black finish. It takes one E26 standard medium-base bulb up to 100W (bulb sold separately) and is a hardwired 120V outdoor fixture. Backed by a 1-year manufacturer warranty. |
| Romance copy | An outdoor wall lantern in die-cast iron and glass, 20 cm wide and 30 cm high. The Duke gives an entryway, patio wall, or small façade warm, even light, and its weather-resistant body is made for outdoor use. Takes one standard E26 bulb up to 100W, sold separately. |
| Feature bullets | Weather-resistant die-cast iron body with glass panels, in a black finish. · Fixture size: 20 cm (7.87") wide × 30 cm (11.81") high. · Takes one E26 standard medium-base bulb up to 100 W — bulb sold separately. · Hardwired 120 V outdoor wall fixture. · Backed by a 1-year manufacturer warranty. |
| Meta beam | Bulbs : E26 (not included) · Voltage : 120 V · Material : Glass |
Description is the complete account, behind a click. Romance copy is shorter and read by everyone. Writing one and pasting it into both wastes the more valuable slot.
Title, Description, Romance copy, Feature bullets and Meta beam all need French. Apps → Translate & Adapt — see JES-FR-01.
What these fields produce on the site
