Category descriptions
Category descriptions are the copy on your category pages, where searches with buying intent land and where the range has to look sharp. We write them from the intent behind the search, so they help the buyer choose and make it obvious to crawlers and AI answers what you stock and who it suits. The work usually runs inside an ongoing Content Subscription.
A category page has to do two things at once: help a person make a decision, and give the machines enough context to understand the range. Most category copy does neither, it just fills space. That is a waste, because category pages are usually the most valuable pages in the store, and the ones that matter most to your SEO.
You get publish-ready copy in your own tone of voice, with structure, entities and internal links in place, plus a fixed approval flow so the production runs without taking over your week.
The category page is where buying intent lands. The copy decides whether it is understood.
Plenty of stores have category copy because "Google wants text". The result is 300 words of filler under the product grid that nobody reads, that helps no buyer, and that describes no range. Wasted space, on the most important pages in the store.
At the same time, AI answers have turned the category page into a source. When someone asks ChatGPT or Google for the best running shoes for wide feet, the answer is pulled from the pages that describe the selection, the differences and who it suits most clearly. That clarity comes from the copy, in classic search and in AI answers alike.
Intent first, then the structure, and the words last.
We start with intent: which searches and questions land on the category, and what decision is the buyer facing? Someone searching for winter jackets knows perfectly well what a winter jacket is. Their choice is between warmth, fit and price, and that is the choice the copy has to help with.
Then we set the structure: what the copy needs to answer, which entities belong in it, from brands and materials to types and use cases, and how the page links on to subcategories, guides and products.
Finally we write it in your tone of voice and send it over for approval before anything goes live. By that point Morrison, our own platform, has read your entire website and learned the brand from your own documents, so our specialists spend their time on angle and precision rather than starting research from zero.
The delivery in practice
An overview of which categories get copy first: where demand is largest, where you already sit close to page one, and where AI answers currently point at someone other than you. So you know from the start where the gains are.
Clearest effect on large ranges, new categories, and wherever traffic lands without buying.
You have hundreds of categories and no realistic way to write them in house. Then prioritization and a fixed pace are the difference between a plan and a backlog nobody clears. If a Baseline is already running, the category plan builds straight on its priorities.
Or your category pages rank well but say almost nothing about the range. Then a competitor becomes the source when buyers ask an AI for advice, and that position is yours to take back.
What we typically work on in the copy
Intent behind category searches is commercial. The buyer is close to a decision and looking for help making it: the differences between types, what suits which need, and what to watch out for. That is what the copy answers. Terms everyone already knows can be left out.
Placement and length have to serve the page. A short, sharp opening at the top of the product grid, and the deeper sections further down. The copy must never cost you a conversion: it removes the last doubt while the products stay where the buyer can see them.
Entities make the range legible to machines. When the copy names brands, types, materials and use cases precisely, search engines and language models both understand what the category covers, and when your page is the right answer.
Internal links tie the store together. The category copy is the natural place to link to subcategories, guides and related categories, and that structure is what builds topical authority across the range.
Similar categories still need different copy. Men's jackets and women's jackets must never end up as one template with the words swapped. We write from each category's own intent and its own selection, so the pages lift each other and stop competing for the same rankings.
And the effect can be measured per category: rankings, organic traffic, revenue, and how often your pages show up as a source in AI answers. You can see that kind of lift documented in our cases.
See where your category pages leave revenue on the table.
Free SEO analysisFrequently asked questions
It depends on the size of the subscription. We start with a prioritized category plan and agree a fixed monthly pace, so you know exactly what is delivered when. Large ranges are handled in priority order, starting where the gain is biggest.
Not when it is written for the page. We keep the opening short and right next to the products and put the depth further down, so the copy removes doubt while the products stay in view.
Morrison, our own AI content ops platform, reads your entire website and learns your brand from your own documents, so research and consistency are in place from the start. Our specialists set the angle, do the editing and stand behind every piece, and nothing is published without your approval.
Every category has its own intent and its own selection, and that is what the copy is written from. Alongside that we work on the internal link structure, so related categories support each other instead of competing for the same searches.
At category level: rankings and organic traffic per page, revenue from organic traffic, and how visible the pages are in AI answers. All of it sits in the ongoing reporting in the subscription, so you can follow the effect category by category.
We assess it before writing anything new. Some pages need tightening or expanding, some need rewriting from scratch, and a few work fine as they are. That sorting delivers results faster than starting over across the board.
As little as possible. You give us access to your tone of voice and your product knowledge at the start, and after that production runs through a fixed approval flow. Most of our clients spend their time approving and nothing else.
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