Does your business sell a wide variety of products or services online? If so, setting up each individual page may seem like a lot of work. It may seem tempting to write the same description, and simply copy and paste it below a picture of the individual product.

After all, at that point, you’ll be saving time, and able to move on to the next big project. While it may seem like the thing to do, it’s a short cut that may harm your business in the long run. Instead, why not try a unique product description? It may be a lot of work, but your customers will thank you, and you’ll stay out of trouble with the search engines.

Think of your customers 

They’re the ones who may spend time clicking through dozens of pages, before they find the solution that is perfect for them. If they’re trying to comparison shop, and all they’re given to go on, is the same generic 100 to 200 words, you haven’t done your job.

There’s no incentive for them to stick with your website for the buying process. Original content in this circumstance shows your readers that you care. It shows them that you’re committed to helping them through the buying process, and that you’re willing to work a little harder to establish trust.

If done well, the original content may be just what your customers needed to complete the buying cycle.

Think of the search engines

Your customers don’t like stale, recycled content, and neither do the search engines. As a matter of fact, Google sometimes imposes a ranking penalty on websites with high amounts of duplicate content. Writing an original description can help you avoid this.

It’s also a great opportunity to work your keywords into the copy, increasing its value in the search engines.

What makes this product different?

That’s the question you have to answer in each unique description. You’ll have to find a different way of describing the product, and accentuate the differences between each individual product. It can be tedious, but if done well, it can be a marvelous source of original content, something the search engines highly value.

When you write, it helps to know the product. It also helps to use strong verbs and showcase the benefits of the product succinctly. Like headlines and tweets, you’re working in a spatially-constrained medium with product descriptions. (Usually anywhere between 50 and 200 words)

Know when to seek help

Writing hundreds or thousands of product descriptions can take months. It’s a very involved process. If you don’t have the time to undertake it, or you aren’t the best writer, that’s OK. A product description writer will be able to help you.

Don’t pass up this opportunity to earn favor with your customers, and climb in the search rankings!

Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.

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