Originally published July 14, 2020 , updated on July 29, 2021

Power Equipment eCommerce Company

A well-known global manufacturer of power tools approached Goodman Lantern’s team to assist with optimising product descriptions for their online store.

The power of eCommerce and how good content writing assist with this

SEO-optimised product descriptions for power equipment company increase traffic by 40%

Executive Summary

Founded in the United States, our client is a manufacturer of top-end power tools, including chainsaws, trimmers, and other handheld equipment. They needed assistance with the SEO-optimisation of one of their online stores.

Over 500 product and category descriptions were re-written by our team.

During the first year of their partnership with us, we helped them achieve the following

38% growth in revenue from organic searches

40% increase in online store traffic

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The Challenges

With hundreds of products that needed to be revamped on their online store and category descriptions that needed revamping as a result, our client lacked the internal resources to tackle a task of this magnitude.


With a team of native English speaking writers who are experienced in writing SEO-optimised eCommerce content, Goodman Lantern was perfect for the job.

Goodman Lantern’s Solution

Selecting from our pool of writers with eCommerce and retail experience, we built a team that would be well-suited to tackling this task. Over the course of 3 months, we optimised over 500 product and category descriptions. 


The content we developed was perfectly suited to the platform, bearing in mind character limits, structural elements, and persuasive language choices.

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Results, Return on Investment and Future Plans

Over a 3-month period, we worked closely with the client to deliver eCommerce content that was perfectly suited to its purpose. With a turnaround time that was 3 x faster than our competitors and cost savings of 50%, the client is pleased to be continuing work on similar projects with us.

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