About the project

Independent Living Specialists (ILS) is one of Australia’s leading providers of assistive technology and mobility equipment. With well over 1000 products in their full range, their product descriptions had grown inconsistent over time – some highly detailed, others brief or incomplete.

The challenge was to bring clarity, consistency and clinical relevance to hundreds of listings in the Home and Community Care range, ensuring the content met the needs of referring therapists while remaining accessible for everyday customers and families.

Before

Project goals

• Develop a consistent, therapist-focused structure for light rehab product descriptions
• Rewrite existing copy using clear, benefit-led language in the ILS tone of voice
• Standardise formatting, measurements and section headings across the catalogue
• Support ILS’s broader strategy to better engage and educate allied health audiences

What I did

I began by refining the proposed content structure and outlining each section’s purpose. This included a short and sharp overview, optimised description, feature list and full specifications.

From there, the ILS product team provided draft product details. I revised these with plain language and clinically appropriate phrasing, aligning with the tone of voice I’d previously developed for the ILS brand. I worked progressively through each category of products, from mobility scooters to walking aids, lift chairs and bathroom accessories.

Each product page now:

• Opens with a short, benefit-led introduction that helps readers understand the product’s purpose at a glance
• Provides clear, detailed information highlighting both practical and clinical benefits
• Summarises key features and ideal use cases in a simple, scannable format
• Maintains consistency in specifications and layout across the entire catalogue

Throughout the process, I clarified technical details and terminology with the internal product and marketing teams. This helped strengthen their in-house conventions and establish a more unified style for future listings.

The results

What a game-changer

“Working with Eliza on the product description project has been a game-changer. Her expertise has made a huge impact. The new copy is clear, consistent and so much easier for clinicians and customers to understand and helps them see the real value in these assistive technology products.”
– Cassandra Brill, Chief Marketing Officer, ILS

The highlights

• Approx 900 product descriptions rewritten and standardised
• Therapist-centred structure and tone of voice applied consistently
• Strengthened in-house product style conventions for future use
• Described by the client as “game-changing” for the business