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You can do it yourself or hire someone who will do a good job. Who does the writing is less important than the quality of the description, its ability to convert the buyer and its viability in the search engines. I write all of my own descriptions... but I am really familiar with what I sell and would not trust it to anybody else.

Hi James, As Cocoonfxmedia noted, it depends a good deal on your CMS situation. For SEO purposes, there's no difference between PHP and HTML - search engines don't encounter PHP code, it occurs on the server and then the server sends the search crawler the HTML output. I'd have to see the site in question to understand what would have to happen from a SEO standpoint to ensure things carry over smoothly, but in general I'd recommend focusing on ensuring that any page URLs that are linked to from other websites (Open Site Explorer is a good way to check on this) are 301 redirected to their best replacement URLs on the new site. 301 redirecting every single URL is not necessary. I'd focus on the URLs that have links from external websites. Search engines will adjust properly for the other pages, dropping the old URLs once they get a 404 error and finding/indexing the new pages from the top-level pages. Best, Mike