Product-Page Optimisation: Rewriting WooCommerce Pages Without Losing the Brand

The problem

Product pages carry the revenue, and ours had grown unevenly: missing meta descriptions, inconsistent structure, copy written at different times in different moods. Fixing them by hand kept losing the prioritisation battle against more urgent work.

The previous manual process

Open a product page, stare at it, rewrite it from scratch, forget which conventions the last rewrite used. No audit trail, no consistency, no systematic check of metadata or keyword focus.

The AI-assisted workflow

This isn't a scheduled task — it's manually triggered, on purpose. I say "optimise product pages" (or name a single product) and the product-seo-optimizer skill runs there and then.

It did its heaviest lifting right at the start, rewriting every priority product page in one pass when we were revamping the website. Since then it's used far less often — mostly off the back of a finding from the weekly website audit: if that audit's keyword tracking shows a clear, sustained trend we're missing on a product page — not a weekly wobble, a real pattern — that's flagged to me as something worth reflecting on the product copy itself, not just answering with another blog post. I'm not re-optimising pages on a cadence; I'm re-optimising when the data says a specific page is actually behind.

How the rewrite skill works. For whichever product I name, it works through a fixed structure: a title under 70 characters, a 50–100 word short description, a structured 300–600 word long description, and the SEO meta fields. Every claim it writes is checked against a hardcoded product fact sheet — the 9 dB acoustic filter, the three tip and four wing sizes, the materials — so the copy can never drift from the physical product, and a fixed banned-phrases list rules out clinical claims ("clinically proven", "cures") and generic e-commerce filler. It never touches price, stock, visibility or product status — copy only.

The workflow itself is short: I invoke the skill, and it comes back with the full proposed rewrite laid out in Claude Cowork — old copy next to new, plus the meta fields — for me to review in one pass. I check it against the product, and if it's right, I say the word and the WordPress MCP pushes the update directly. No drafting queue, no separate publish step. The whole thing, from invoking the skill to the page being live, takes minutes.

Human review required

I review every rewrite against the physical product before it ships. AI will confidently smooth over a spec or invent a benefit if you let it — on a product people put in their ears, that's not a tolerable failure mode. Claims must match reality exactly, which is why the fact sheet and banned-phrases list are hardcoded rather than left to the model's judgement.

Outcome

The pages this skill has touched sit inside the same organic lift I cover in the content pipeline article: Search Console impressions climbed into a sustained higher band once we started closing the specific gaps the weekly audit was surfacing, rather than only publishing new blog content around them. That lift in visibility is what's behind the sales increase we've seen since — cleaner, more complete product pages converting a larger, more qualified stream of organic visitors.

What failed or remained difficult

The hardest problem was not writing quality — it was stopping pages from cannibalising each other. Deciding which page owns which search intent is a strategy question the tooling can inform but not answer. Also, early rewrites drifted toward generic e-commerce enthusiasm ("premium comfort meets performance!") and needed the banned-phrases list extended.

What I would change next time

Do the audit before any rewriting. I rewrote two pages "by feel" before running the systematic audit, and both needed a second pass once I could see the whole picture.

Reusable lesson

Consistency is a feature of systems, not discipline. Encoding the conventions into a reusable skill did what months of good intentions hadn't. And the product fact sheet is the single most important personalised block in the whole skill — it's the difference between copy that sells your product and copy that sells a plausible-sounding product.

Resources

Published in the SEAR Plugs optimisation repo, with the SEAR fact sheet swapped for a fill-in template.

• product-seo-optimizer — say "optimise product pages" or name a single product; rewrites the title, short and long description and SEO meta one product at a time, every claim checked against a hardcoded product fact sheet, with no touching of price, stock or status.
• Pairs with the seo-site-auditor audit step ("check the product pages"), which files the findings this skill then clears.