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Who wrote your product descriptions (you, or did you have somebody do it for you?), and are they unique (does anyone else have the same description on their site)?
Descriptions from manufacturers are dreadful for web use. We jazz 'em up, make sure descriptions include the right keywords for search engines and, where necessary, add text, charts, pics that web buyers need. We repeat vital keywords 2-3 times. And we trim fat.
Having the identical tepid text as 100 other sites isn't going to get you high in G.
Then we go a step further: Our hottest products get especially lovin' attention. Every word of description is polished to a sheen.
[edited by: HRoth at 10:30 pm (utc) on Nov. 9, 2007]
Good luck with writing your descriptions!
I have looked at outsourcing them and have even tried it a few times. The problem is that often a picture does not provide enough technical information so that someone can just look at the picture and write the description. So when I have tried to have someone write descriptions, I get questions like "Is that black powder coat or is it spray painted black?", "Is the tubing solid or is it 1/8 thick hollow center tubing?"
By the time I answer all the question, I could just write the description myself.
Another problem though is how much can you really write about some items, like a sheetmetal screw.
It can all be frustrating and leads right back to what makes it a bottleneck. I guess it is where some shiny and others start to fade. But at the end of the day, it is one of those bottlenecks I am continual trying to figure out how to solve.
That being said, I'm off to write some descriptions.