How should you organise product copy for a catalogue?

Choose the authoritative sources and data fields

First establish where reliable information lives: an internal database, manufacturer documentation, a technical sheet or approval from the product owner. Choose and date an authoritative source for each type of information. If two documents disagree, ask the owner to resolve the discrepancy before writing; the copywriter should not have to guess.

Define a core set of fields: internal reference or SKU, family, model, variant, dimensions and units, material, pack contents, conditions of use and source. Add only the fields relevant to your offer. Distinguish confirmed information from missing data and items that do not apply.

Technical characteristics, origin, certifications and compatibility need appropriate evidence. An empty field is not permission to invent a claim. Also separate editorial information from prices and availability, which have their own update process.

Build a usable inventory before counting descriptions

One row per sellable reference makes product families and variants visible. Add a column for the planned page: several SKUs may sit on a single page with a variant selector. The number of product references therefore does not, on its own, determine the number of descriptions to write.

This example is entirely fictional. The references and items below illustrate organisation only; they do not describe products for sale or make any performance claims.

Add a status, an owner and an approval date. This inventory becomes the shared record for tracking the work.

Create batches and approve a pilot page

Prioritise products with ready information whose publication serves an identified need: a range launch, an incomplete category or recurring enquiries. References held up by missing data can remain in a separate batch. Commercial priority does not remove the need for evidence.

Then group pages by family, complexity and language. A consistent batch makes reviewing similar characteristics easier. Define its scope with the SKU list, expected pages, source material, approver and feedback deadline.

Before commissioning many descriptions, approve a representative pilot page. Test the tone, sections, placement of product data and integration into the website. Include a variant example if your catalogue has variants. Refine the template now, then agree one version for the batch.

Define the template and handle variants consistently

The template should distinguish information shared across a family from characteristics specific to each reference. Depending on the product, allow for a short introduction, specifications, conditions of use and practical information. State the mandatory fields, units and rule for handling missing data.

Do not manufacture almost identical descriptions for every colour. First establish how the website presents variants and which differences need to be visible so customers can select the right item. An image, dimension or stock status may depend on the selected SKU.

Google’s product variant documentation describes grouping variants and using single-page or multi-page approaches. Confirm the technical treatment before setting the writing volume. An editorial group and a published page are not always the same unit of work.

Coordinate languages, images and approvals

Approve the source version before starting translations. Supply a glossary of range names, materials, units and terms to preserve. Identify what needs adapting for each market, then have commercial information reviewed by the appropriate person. A change in the source must carry through to every language.

Link images to product references through stable file names and specify their order, variant and available usage rights. Receiving an image from a supplier does not automatically give permission for every use. Flag rights that need confirmation and missing images.

Assign approvals: product information to the product owner, copy to the editorial contact and integration to the person managing the website. Keep corrections in one version and record who gives final approval. This helps prevent an older value from reappearing in the next import.

Check delivery and measure the production process

Agree the delivery format before the first batch. Identifiers must link the copy, images and fields unambiguously to the right product. Run a trial integration before importing the entire batch.

• Match the SKU, model, variant, image and specifications.
• Identify empty mandatory fields and unapproved claims.
• Check languages, units, special characters, links and image rights.
• Confirm approved corrections appear in the delivered version.
• Test the integrated pages and variant selection on mobile.

Track approved pages, blockers, revision requests and integration errors. These indicators describe production. After publication, page visits or enquiries can inform improvements; on their own, they do not establish that the copy generated sales. Keep the dates and scope of changes so that you can interpret results in context.