Your customers need good product and service descriptions to make informed buying decisions. Unfortunately website owners sometimes neglect the process of writing product and service descriptions.
When done right, effective product and service descriptions will attract visits to your website via search and give customers all the information they need to buy.
Focus on writing product and service descriptions for your most profitable products and services
Writing good product and service descriptions takes some time and energy so it pays to prioritise your efforts and use a structured approach. Focus on the key products and services first. Remember the 80/20 rule – 80% of your revenue is likely to come from just 20% of your products and services. Focus your efforts on these products and services first.
Do not put up blank pages with a view to completing them later – leave them as drafts until they are ready to publish.
Structuring your product and service offerings
Start with creating a long list of your products and services. Look at your list and categorise the items. Try different arrangements and merge categories as required. When selecting names and categories use the expected names and categories as used by customers or in the industry.
Start by writing a short description of the product or service. The short description should be a clear statement of what the product is or does. It is usually a short piece of text that appears as part of a list of products and service. Your visitor will usually click on a link in the short description that leads to a more detailed page for the individual product or service.
This structure is shown in the diagram below.
Extended product and service descriptions
Now move on to writing an extended product and service description. Here are the items you might cover depending on the nature of your product or service:
- Essentials – You can repeat the short description as the first paragraph if you like. Be sure to include name, essential specs like size, shape, colors, plans
- Cost information
- Features and benefits – design, quality, capabilities environmental and safety, Focus on what customer problem the product or service solves.
- What sets it apart from competing products and services? What is your unique selling point?
- Guarantees and warranties
- Copyright and licensing information
- Certification and testing
- Materials sources and manufacturing processes used
- If relevant include testimonials and reviews specific to that product
- Where and how it can be purchased
Think like a search engine
What would a person search for when looking for this product or service?
Each product or service page should be keyword optimised. Identify the search keywords that the page will target and then use these terms in the content without appearing ‘spammy’. Keep the language natural while still incorporating the search terms. Page titles and descriptions should all be in sync with the keyword strategy. The diagram below illustrates this.