7 Brands with killer product descriptions that Google loves

We all have brands that we know and love for their product copy or tone of voice. Who hasn’t giggled over a Duolingo social media post or gotten the warm and fuzzies from an Innocent ad? Good copy makes a brand memorable, relatable, and fun to interact with. It won’t just sell your products to your consumers, it will also keep them coming back for more.

However, creating killer copy isn’t just about writing a quirky product description or social post and being done with it. As well as capturing your customers’ interest and keeping them engaged, you need to offer them clarity, make sure the copy is peppered with good SEO to help it get discovered, and also make sure it has a clear call to action at the end. It’s a fine art that can take some time to master, but one that is well worth the effort. 

But what determines whether a brand’s copy is “killer”? We took a look at seven of our favourite brands and analysed some of their product copy, giving them a rating out of five for the following factors:

• SEO - How do they rank for relevant non-branded keywords?
• Quirkiness - Does the copy capture your attention and is it fun to read?
• Clarity - Does the copy tell you exactly what you’re getting, how to use it, and anything else important you need to know?
• Clear CTA (Call to Action) - Does the product page compel you to buy it with some kind of button to click or an irresistible hook? 

1. Oatly

Oatly is famous for taking something boring and turning it into something amazing. Oat-based milk alternatives weren’t on many people’s radar before Oatly came along and completely changed the game. Their products are delicious (it’s a favourite among a number of Novae) and their product copy is unique with a strong tone of voice throughout. From the “Boring (but very important) Side” on their cartons to interesting online copy, Oatly is a great company to look to for product copy. 

SEO: 5/5

Oatly ranks really well overall. They rank first for terms such as “strawberry oat milk”, “barista oak milk”, and “organic oat milk” and rank highly for many other related keywords as well. 

Quirkiness: 5/5

Oatly has a really friendly tone of voice that feels like reading a text from a friend. Their copy is casual and easy to read and the tone is quirky without being overly familiar with the reader. They are also very down-to-earth – readily speaking about both the good and less-good things about their products.

Clarity: 5/5

They have all of the information you could possibly need regarding their products clearly laid out on the product page. All of the ingredients, allergy information and even the carbon footprint can be easily found without the need for too much unnecessary scrolling.

Clear CTA: 1/5

The Oatly webpage is not an e-commerce website and so there is no call to action or button to click to add it to your basket. However, they do make it easy to find out where you can buy their products with a button at the bottom of the page. 

2. Huel

In case you’re unfamiliar, Huel is a company that offers high-quality vegan meal replacements. They have simplistic, striking and instantly recognisable branding and are pretty hot on the product information.

SEO - 1/5

Huel is, unfortunately, a little lacking when it comes to their SEO rankings. They rank really well for branded terms. However, they fail to rank for any unbranded search terms above 10th position although they do rank 1st for “does protein make you bloated” and “does cardio exercise build muscle” so they have some good expertise going on. 

Quirkiness: 2/5

Their copy isn’t what one would call quirky, however, they do have a strong brand voice across their copy. The information they offer is good too and they speak with clear expertise about their products.

Clarity: 5/5

The information available about Huel’s products is very clear. Everything from the flavour to the nutritional information to the carbon footprint of the products is clearly laid out in bitesize chunks and easy-to-find sections.

Clear CTA: 4/5

The flavours and buy buttons are right at the top of the page so are easy to find and navigate, making it super easy to add your chosen flavour to your basket and checkout. 

3. Frida

Focusing on products for all the non-Instagram-worthy moments, Frida are a staple in many parents toolkits. They have a distinctive TOV – friendly and engaging but no-nonsense. They don’t shy away from the realities of parenthood but they do so in a fun way that tells parents that they’re not alone in their struggles. All while still successfully selling you innovative products to help in those less-than-ideal situations.

SEO: 3/5

Frida’s SEO ranking is okay. They rank really well for their branded keywords, of course but they also rank well for the non-branded alternatives to many of them as well. Keywords like “cesarean recovery kit”, “cradle cap brush”, and “postpartum recovery kit” are all sitting at first position.

Quirkiness: 4/5

Frida knows that parenting isn’t an easy undertaking and isn’t afraid to get real with your about it. Their tone of voice is straight forward and realistic but friendly, with a distinct air of “you’re doing great, parents!” they’re not afraid to have fun, even in the midst of “poonamis” and “bogies” that sometimes make parenting less-than-enjoyable. 

Clarity: 5/5

All of the information provided for the products is extremely clear and well laid out. You know exactly what you’re getting, what product does, who it’s for, and all the USPs you need to make an informed purchase.

Clear CTA: 3/5

The Frida website isn’t a commerce site, so you can’t actually buy their products directly from then. However, every product has a clear button to buy from their Amazon store or to help you find a retailer that sells their range of products

4. Monzo

If you don’t know who Monzo is by now then you might have been living under a rock for the last few years. Monzo is one of the most well-known online banks, famous for its no-nonsense, easy-to-understand language surrounding banking. If you’ve ever seen someone pay for something with a neon orange debit card, that was a Monzo card. 

SEO: 3/5

The keyword results for Monzo are quite mixed. They rank very well for some things such as ranking first for “business account” and useful terms like “active card check” (checks that banks make to ensure you gave the right details online) but they also have some very unexpected keywords that they rank for such as “i gave someone my sort code and account number” – we hope they were able to help those people. 

Quirkiness: 5/5 

Monzo is very well known for the fun, easy-to-read, and jargon-less tone of voice which plays both into quirkiness and clarity for them. They make banking seem fun without taking away any important information.

Clarity: 5/5

Clarity is a huge part of the Monzo ethos and you can really tell when it comes to their products. All of the information is laid out in an easy-to-understand format without any small print or complicated jargon. 

Clear CTA: 5/5

Monzo offers a number of different types of banking options. There are clear CTAs across the website from “get a Monzo Bank account” buttons to CTAs allowing you to explore all of their different options.

5. Method

SEO: 4/5

Method have a good balance of high-ranking branded keywords and non-branded terms. Many terms like “shea butter body wash”, “wood furniture polish spray”, “foaming hand wash” all rank in 1st position, showing off just how versatile their product range is. 

Quirkiness: 5/5

It’s an interesting choice to not use capital letters in your copy but for Method it just works. They have a lot of fun talking about their products, using phrases like “glorious squirt” and “sparkling sense of satisfaction” which also set up your expectations on what to expect from your chosen product.  

Clarity: 5/5

Every product page tells you exactly what to expect. From the scent to the cleaning power and exactly how to use the product, every page is clear and easy to understand. 

Clear CTA: 4/5

The price of your chosen product is really big and clear but is followed by a smaller “quantity” box and an even smaller “buy” button which feels off kilter with how bold the rest of the page has been. 

6. Pip & Nut

SEO: 4/5

There’s a good mixture of Pip & Nut branded terms and non-branded searches out there. They rank in 1st position for terms like “natural pb”, “peanuts butter”, and “high oleic peanuts” (which we’re sure they’re pretty thrilled about). They also rank 2nd for “1kg of peanut butter” – nice to see their customers have their priorities right. 

Quirkiness: 4/5

Pip & Nut have a distinctly human quality about their TOV and they appeal to your hunger with words like “delicious”, “moreish”, and “creamy”. Their copy feels like reading a message from a friend but it oozes with their expertise.

Clarity: 4/5

The product pages are almost perfect. The copy is short but sweet – telling you (almost) everything you need to know to have you licking your lips ready to click that “add to cart” button. You can easily adjust the jar size of your order as well as easily setting up a subscription if you really love peanut butter. The “add to cart” button is really clear too and stands out on the page. The only thing lacking? A clear explanation of what exactly “hi-oleic peanuts” are. 

Clear CTA: 5/5

You really can’t miss the “add to cart” button and the process for doing so is really easy too. Simply change the size of the jar you want, how many you want, whether you want just one order or you want it delivered to your doorstep every month, and click the big green button to add it to your cart. Easy peasy. 

7. Barking Heads

A dog food brand that will leave your furry friend grinning from ear to ear, Barking Heads boast a range of natural, grain-free, filler-free, and delicious food and treats for dogs and cats. Their products have charming and entertaining names, such as “Golden Years” for their senior range of dog food and “Big Foot” for large breeds, and their branding is bright and eye-catching. 

SEO: 2/5 

Almost all of their top ranking keywords are branded terms. But they have some interesting ones including “can dogs get ibs”, “best wet food for cats”, and some relating to their Vet, Dr. Scott Miller’s, marital status.

Quirkiness: 5/5

Barking Heads has a really fun tone of voice that is as playful as the pups they cater to without making light of important topics. Nutrition is clearly important to them and they make it engaging and interesting to read about while still making it lighthearted and fun.

Clarity: 5/5

All of the information you could ever need to know about your dog’s food, you’ll find on the product page. Ingredients are easy to find as well as all of the nutrition information. You can even find the food calculator right on the product page to ensure you’re feeding your dog the correct amount of food for their weight and activity levels. 

Clear CTA: ⅘

The “Add to Cart” button is easy to find underneath the product information however it blends in quite a lot with the surrounding page as it's the same colour as the rest of the branding. There’s also no CTA within the copy itself so this area could be improved somewhat. 

As you can see, there are many different factors to creating “killer” product copy and it’s not as straightforward as just writing something fun and getting away with it. You need to keep your readers engaged while still including your expertise and working to make sure your products can be found by Google as well as guiding your consumers to buy your product rather than someone else's.