Copywriting Product Descriptions for 1C-Bitrix
Imagine: you've invested in promotion, set up filters, uploaded products, but search engines return dozens of identical cards from different stores. The manufacturer provided the text—and everyone copied it. Google and Yandex see duplicates and lower rankings. Conversion drops. The solution—unique product descriptions tailored to your assortment and audience.
We have been filling Bitrix catalogs for over 5 years. During this time, we have completed more than 150 projects—from small to large-scale. A unique description boosts conversion 2–3 times compared to template texts. The cost of the service pays off: clients typically save $200–500 per month on ad spend after implementing unique descriptions. Our pricing starts at $2 per description for basic products; a 500-product catalog typically costs $1500, recouped within 3 months through reduced ad spend. Official Bitrix documentation emphasizes that unique description is a ranking factor (see Bitrix developer guide).
Double description in Bitrix
In Bitrix, a product card stores two fields: PREVIEW_TEXT (short, up to 300 characters) and DETAIL_TEXT (full, HTML). They serve different purposes. PREVIEW_TEXT is displayed in catalog listings and used as meta-description during auto-generation. Requirements: 150–160 characters, contains the main benefit and key product parameter, no fluff.
Example of poor PREVIEW_TEXT: "You will definitely like this product for its quality and reliability. Perfect for home." Example of effective: "Grohe Eurosmart basin mixer, chrome, monolitic spout 180 mm. Cartridge 35 mm, 5-year warranty."
DETAIL_TEXT is the full description with structure: problem → how the product solves it → specific technical parameters → applicability → package contents. For complex products, we always add tables and lists.
Why template texts fail
Template descriptions are copies from the manufacturer or competitors. Search engines quickly detect duplicates and do not rank such cards. Users also leave if the text doesn't answer their questions. According to our data, cards with unique descriptions receive 60% more views in organic search—that's 3x more than duplicate cards. Conversion to target action is 2.5–3 times higher. In fact, unique descriptions are 3 times better than template texts in terms of conversion.
Full catalog filling cycle
We provide a full cycle: from category brief to upload via API. The service includes:
- Analysis of target audience and competitors for each category
- Development of structure templates for uniformity of cards
- Writing texts with SEO requirements (uniqueness from 85%)
- Checking uniqueness via Text.ru or Advego
- Upload through standard Bitrix import (XML or REST API) The official Bitrix documentation emphasizes that unique description is a ranking factor.
What's included in the work
- Category brief and competitor analysis
- Template development for uniform card structure
- Copywriting with 85%+ uniqueness
- Uniqueness check report
- Technical documentation for import (XML/API)
- Access to project management board
- Training session for your team (1 hour)
- Post-launch support for 30 days
Full description structure
[Buyer's problem/task] [How this product solves the problem—specifically] ### Features and Benefits - [fact with parameter, not epithet] - [fact with parameter] ... ### Technical Specifications [Table of key parameters—duplicated from infoblock properties] ### Application [Where and how it is used] ### Package Contents [What is included] Text requirements by product type
Technical products (electronics, tools, plumbing):
- Specific numbers: not "powerful" but "power 2000 W"
- Technical standards and certifications
- Compatibility with other models/systems
- Installation or connection specifics
Clothing and footwear:
- Material composition and properties
- Size table in the description—buyers look for it here
- Care and washing instructions
- What to pair with (outfit)—aids cross-linking
Food products:
- Composition, nutritional value per 100g and per serving
- Cooking/usage method
- Storage conditions
- Taste and texture
What is unacceptable in Bitrix catalog descriptions
- Paraphrasing technical characteristics. Characteristics are already in infoblock properties—no need to repeat in description.
- "Wide assortment", "high quality", "affordable prices"—empty words.
- Describing the company instead of the product. "Our company since 2010..."—not needed.
- Keyword stuffing in the text.
Volume and uniqueness
| Product type | PREVIEW_TEXT | DETAIL_TEXT |
|---|---|---|
| Simple product | 100–150 characters | 400–800 characters |
| Technically complex product | 150–200 characters | 800–2000 characters |
| Product with many variants | 100–150 characters | 600–1200 characters |
| Premium product | 150–200 characters | 1000–3000 characters |
Uniqueness—from 85% (for technical descriptions 75–80% is sufficient).
How we industrialize copywriting
- Category brief—target audience, competitors, differentiators.
- Structure template—uniform scheme for the category.
- Upload via import—Excel → XML import or API.
- Uniqueness check before upload—automated check built into the process.
Timelines
| Scope of work | Timelines |
|---|---|
| 50–100 products of one category | 5–10 working days |
| 500 products (multiple categories) | 4–6 weeks |
| Template development + brief + 100 turnkey cards | 2–3 weeks |
Example real project: filling a plumbing catalog with 600 products
We developed a template for each category (mixers, shower systems, accessories). PREVIEW_TEXT contained the key parameter (type, finish, warranty). DETAIL_TEXT included a size table, list of compatible systems, and usage scenarios. Upload via REST API took 2 days. Text uniqueness—88%. After 3 months, traffic to categories increased by 40%.Contact us for a consultation to get a cost and timeline estimate for your catalog.