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

Two connected pieces:

1. An audit step (part of the weekly website audit) that sweeps the product pages and files concrete findings — missing or weak meta, thin content, keyword overlap — into a deduplicated findings table, so the same issue is never re-flagged as new.
2. A rewrite skill (product-seo-optimizer) that works one product at a time against a defined structure: title under 70 characters, a 50–100 word short description, a structured 300–600 word long description, and SEO meta fields — all 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.

Every rewrite closes its originating finding and logs a before/after record to an append-only change log. The skill encodes our conventions, so the fifth rewrite follows the same rules as the first.

Human review required

I review every rewrite against the physical product. 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, and the skill has hard bans encoded: no clinical claims ("clinically proven", "cures"), and it never touches price, stock, visibility or product status — copy only.

Outcome

All priority pages now have consistent structure and complete metadata. Rankings and conversion impact: [being measured — placeholder until there is honest data].

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.