Can you rewrite two thousand product listings?

Not by hand, and anyone who says yes is worth a closer look. The ones that sell get prioritised and written properly; the rest are generated with templates over the existing fields and improved in batches, starting with those already getting visits from search.

Who maintains the content afterwards, us or the system?

Both, and it is worth deciding field by field. What changes on its own, such as price, availability or lead times, is ruled by the system and never touched by hand. What sells, the headline and the argument, is edited on the website and not overwritten by the next sync.

Which languages do you work in for content?

Spanish and English. Much of what comes out of the system will be in Dutch, and there our job is the structure, the rules and the templates, not the copywriting: that is signed off by someone who speaks it. Coordinating it is part of the project and we say so before starting.

BRAND WebCoding · Rotterdam

Branding and content in Rotterdam

We build brand identity and a content system. As soon as there is a catalogue or a management program behind it, half the words your customer sees were not written by anyone in marketing.

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Branding and Content en Rotterdam

How we work in Rotterdam

The same technical standard and process we apply to projects of any size. What changes is the knowledge of the local market.

Two members of the WebCoding team organising ideas with sticky notes on the glass wall

The management software also writes in your voice

Product names, descriptions inherited from the warehouse, order statuses, incident notices. These texts get read more than the home page and usually sit outside the brand guidelines. Either they come into the project, or the guidelines describe only the pretty part of the house.

Automated emails are the most read part of the brand

The confirmation, the shipping notice, the payment reminder. They come out of the management software or the carrier, they were written once years ago and nobody has looked at them since. Rewriting them is one of the most profitable things a small content budget can do.

Rules for the fields you do not control

If the product name arrives in capitals, with the reference stuck to it and sometimes cut off, it is not fixed by asking anyone to write better. It gets normalised in the layer that publishes: lengths, capitals, units and warehouse abbreviations translated into customer language, with the rule written once.

Templates connected to the source

A new listing has to look presentable the day the system creates it, without passing through design. That is why the brand system includes templates filled with the fields that actually exist and that hold up when things are missing: no photo, no description, no dimensions.

Answering your questions