Website Copy Edit
Project Overview
Project Type: E-commerce Product Description Rewrite
Client: Unaffiliated (Spec Work)
Role: Copy Editor
Deliverable: Edited product listing copy suitable for a DTC (direct-to-consumer) or marketplace platform
Tools Used: Google Docs
Objective
The goal of this project was to transform a generic, unpolished product description into a clear, benefit-driven listing optimized for digital shoppers. The objective included:
Replacing vague or repetitive language with precise, user-focused phrasing
Reframing product features into clear customer benefits
Creating a compelling opening hook to improve user engagement
Enhancing the structure for readability and scannability on desktop and mobile
Maintaining a friendly, trustworthy tone suitable for a lifestyle kitchen brand
Reflection
This edit demonstrates my ability to reshape rough e-commerce product copy into polished, persuasive content. I focused on connecting with the customer’s pain points, emphasizing clear benefits, and improving readability for online shoppers. My goal was to maintain a conversational tone while elevating clarity and trust—key drivers in effective product listings.
Original
The QuickSlice Mandoline Slicer is a kitchen tool that is useful for slicing vegetables and fruits. It has an adjustable blade that you can move to get different slice thicknesses. The slicer is made of plastic and stainless steel, so it doesn’t break easily. There’s a hand guard that helps you not cut your fingers, but you have to hold it the right way or it doesn’t work that well. It’s good for slicing cucumbers, carrots, potatoes, and more. This slicer is a helpful tool for anyone who wants to prep food faster and not have to use a knife all the time.
Edited
Thinly sliced veggies can add refinement and better flavor to your meals, but this can be strenuous to do at home with a knife. Tired of spending ages in the kitchen carefully slicing your veggies and fruit?
The QuickSlice Mandoline Slicer is versatile with an adjustable blade for different slice thicknesses. With a handguard, you can uniformly slice countless produce items in minutes. Built to last, the Quickslice is durable, with a razor-sharp stainless steel blade. Clean up is effortless–just pop it in the dishwasher.
Editorial Notes
1. Hook & Emotional Appeal
Before: "The QuickSlice Mandoline Slicer is a kitchen tool that is useful for slicing vegetables and fruits."
After: “Thinly sliced veggies can add refinement and better flavor to your meals...”
The edit opens with a relatable problem and emotional benefit, immediately connecting with the reader.
2. Clarity & Conciseness
Simplified language by cutting vague phrases like “kind of” or “helpful tool”
Replaced wordy constructions with cleaner, more active alternatives
3. Features to Benefits
The original focused only on product attributes (“adjustable blade,” “plastic and stainless steel”)
The edited version translates these into clear user outcomes (e.g., “uniformly slice countless produce items in minutes”)
This makes the product more compelling by showing how it improves the shopper’s life.
4. Tone & Voice
Improved tone from awkward or hesitant (“but you have to hold it the right way…”)
Reframed with confidence and ease-of-use messaging
Maintains a warm, instructional voice appropriate for everyday home cooks
5. Formatting for Web
Short paragraphs and a conversational CTA improve readability
Suggests optional enhancements like adding a feature list or review block to align with modern e-commerce UX best practices
