You're investing in a copywriter for product descriptions because you understand that getting a lead to your product page isn't where the work ends, but where it begins. You've somehow got to bring the message home that this thing they found is the right one. That's where I come in.

Good product or service descriptions communicate value by:

painting a picture; instigating imagination

highlighting key benefits

addressing pain points

integrating SEO seamlessly

utilizing brand voice/tone to resonate with the target audience