Public Facing Information
These are the actual product descriptions and the best practices to keeping them neat and in a generically easy form for everybody to read.
Descriptions:
- Be realistic; you can’t win 100% on each product but you can use it to make the impression
- Build the product key features in bullet points; keep this and use it directly after the intro paragraph
- Share product understanding by building on those bullet points; convey the purpose and functionality of the product in a written demo; this will be the first paragraph in the description and needs to be to the point to gain their attention
- Define your target audience for the specific product; do not expect every product to be for every person
- Use plain language; remember that not all potential customers may have the same vocabulary as you, keep it simple
- Be informative; add benefits to avoid customer dissatisfaction; avoid common of cliche phrases like “the best” or “it’s great”
- Write unique and distinct copy; do not directly copy and paste from other similar things; build your own descriptions and meanings and adjust if necessary
- Add keywords strategically; about once per 100 words; use in headlines, title and body
Meta Information
These are the behind the scenes pieces that are used by the search engines to learn how to properly categorize and share your site.
Descriptions:
- 50-300 characters
- ~160 is prime
- Simple and vague descriptions of the page contents. No need to fancy it up for a computer.
Keywords:
- Maximum 10
- Simple keywords separated with a comma
- DO NOT spam these words, less is best and they need to be focused on specific features of the page content