The Grain Beneath the Gloss: Editing Product Descriptions for UK Makers Without Erasing the Hand Behind Them
Independent UK makers often write the liveliest product copy on the internet — and then hire an editor who sands it into a feature list. This piece sets out a practical method for keeping the maker's voice while meeting clarity, accessibility and search needs, with before-and-after examples and a checklist for deciding which quirky phrases earn their place.