What we build
Category page content, not supplier filler
Built from expert-led content, each category page says something about the range that nobody else selling the same products has written down.
The short answer
Most product category pages read the same because they're built the same way. A grid of products with a few lines of filler copy above or below it, often lifted straight from the supplier's own description. Chomi replaces that step with a short interview with whoever actually knows the range. It asks why people buy it, what gets confused with what, and what the business has seen first-hand. The page is written from those answers, which is the part a template, or a prompt, cannot supply.
When a category page is just a grid with filler underneath
Scroll past most category pages and the shape is always the same: a wall of products, then a few sentences above or below the grid. That filler could belong to any shop selling the same range, and it names the category and stops there.
That filler rarely says anything a shopper couldn't already guess. No use cases, no reason to pick one option over another, nothing about who actually buys it or why.
The cost isn't abstract. A page that reads the same as five competitors' pages gives a search engine nothing to prefer and gives an AI assistant nothing worth quoting, so both leave it out.
Why category pages are harder to make distinct than other page types
Shops selling similar stock, especially where a supplier provides the product data, tend to lift the supplier's own description onto the category page. It's right there and looks like it covers the basics. Every other retailer stocking that line pulled the same text, and beating the supplier's own website in results is hard at the best of times.
Category pages are also the page nobody budgets time for. Product pages get individual attention, blog posts get a calendar slot, but a category page gets treated like a shelf label, so it gets whatever text is fastest to produce.
That's usually either the supplier's copy or an AI tool asked to pad out a paragraph. Both end up reading nice and saying nothing, because both are built from whatever is already public.
Common mistakes when writing product category pages
- Copying the supplier's own product description onto the category page. It saves time, but it puts the shop in direct competition with the supplier's own site and every other retailer stocking the same line, all running identical text.
- Running the page through an AI tool to pad it out. The result reads smoothly, but it's built from the same public material every competitor's AI output draws from too.
- Writing each category page separately with good intentions, then ending up with near-identical copy anyway, because nobody was asked anything specific about that particular category.
Start with the category that sells most, and compare the result with what is live now.
Try it on one category pageHow Chomi writes product category pages from an interview
The interview doesn't ask someone to describe the category. It asks why people actually buy within it, what the business has seen customers choose and why, and what a buyer usually gets wrong before they ask for help.
A finished page built this way carries a “how to choose” section with an actual opinion in it. It also includes a comparison between options in the range, and a number pulled from the business itself, such as how many customers typically buy within that category. That's different from a paragraph just describing what the category generally is.
- Step 1
A brief built for this category
The interview runs on the brief rather than on the product name alone. Skip that step and there's nothing for the interview to push against.
- Step 2
An interview about why people buy
Not a description of the category: why people actually buy within it, what the business has seen customers choose and why, and what a buyer usually gets wrong before they ask for help.
- Step 3
A page with an opinion in it
A 'how to choose' section with an actual opinion, a comparison between options in the range, and a number pulled from the business itself.
What a product category page needs before it goes live
Before approving a category page, it helps to check it against something more concrete than a word count.
The checklist covers both the distinct content a page needs and the basics it still has to get right alongside that.
Before you publish or approve a category page
- Does it say why someone would choose this category over the obvious alternative, not just what the category contains?
- Does it include at least one first-hand opinion or comparison the business can actually back up?
- Does it use a real number the business has, such as how many customers typically buy within this category, instead of a vague claim?
- Does it still have a clear heading, scannable sections and guidance a shopper can skim in seconds?
- Could a competitor selling the same stock publish this page unchanged? If the answer is yes, it needs more work.
Could a competitor selling the same stock publish this page unchanged? If the answer is yes, it needs more work.
The last check before it goes live
Questions people ask
No. Length isn't the target. A short page can still carry something distinct if the words came from someone who actually knows the range. A long page with nothing specific in it is still generic, just slower to read.
Yes, though not every category needs a full interview starting from nothing. Related categories can share groundwork, since first-hand knowledge of a product line usually covers several categories at once, and the interview questions adjust rather than starting over each time.
Whoever actually knows why people buy within that category, which is often the buyer or someone on the shop floor, not whoever is most senior. An interview with someone who only knows the category superficially gives thin, general answers, which leaves the page with nothing to work from either.
Change on its own isn't the risk. What decides whether a rewrite helps is whether the new page says something the old one didn't, so swapping one generic paragraph for another achieves nothing either way. We can't promise a specific ranking outcome, but a page with nothing distinct in it was never the safe choice to begin with.
The products can be identical and the page still doesn't have to be. Distinctness tends to come from the business's own experience with the category: how customers actually use the range, what buyers get wrong, and numbers pulled from the business's own customer base. If nobody at the business has anything specific to say about a category yet, that's a real limit, and the honest move is to find that out first rather than invent something.
See what your own category pages could say
Pick one category page, run the interview, and compare what comes out against what's live now. If there's genuinely nothing to add, that becomes clear in fifteen minutes, not after two weeks of chasing a questionnaire nobody filled in.
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Something only this business could say, from the first line.
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Why someone would hire you, not just what the service is.
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One offer, from whoever owns it, built to convert.
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Examples and opinions that were never published anywhere.
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An answer to 'X vs Y' from someone who has used both.
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Depth that comes from doing the work.
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