The Importance of Product and Service Descriptions

While it’s obviously important to have quality images of your products or service jobs on your website, you don’t want to overlook the content portion of your site , particularly in the form of descriptions. Providing the visitor with detailed product and service descriptions gives a better idea of what to expect when working with you.a

A great example of why service descriptions are so important is the home remodeling industry. Most people who are looking to remodel their kitchen or bathroom have never undergone a home remodel and have no idea what to expect. It’s easy for them to look at pictures of beautifully remodeled kitchens or upgraded master bathrooms and know what they want, but that doesn’t mean they understand what it takes to get to that end result.

You can see from this example why it is useful to provide additional information about products and services on your site, no matter what industry you work in. There are always people who are unfamiliar with what you do, so if you can answer questions before talking to them, you’re off to a good start.

The first thing customers do before investing in a product or service is research. This is when they look at all their options—including you—and research what it will take to get exactly what they want. Presenting the informationthey’re looking for that is specific to your products and services makes this stage much easier on the client, and shows them you have all the resources they need, making you the best possible choice.

When it comes to common questions like “ how long does this service take ,” or “ how long does this product last ,” there are plenty of resources on the web to provide answers. But your customers want those questions answered by you, the business they’ll be working with on their own project. It’s more beneficial for them to look at your services and know how long it took you to complete the project, or how long your product lasted.

These descriptions can even include specific challenges and victories you commonly face. In most service-based industries, it’s common to have bumps in the road when catering to each customer’s needs. If you’re providing a service that required adjustments to work around a specific time or limited budget—issues that many people fear will become a problem for them—be open about how you offered a solution to others. Not only does this provide peace of mind that you can deal with issues that may come up, but it also lets the customer know he or she is not the first to have this problem. Your business instantly becomes more personable.

Along with product and service descriptions, it’s always a good idea to add any additional information to your site that proves your qualifications. This could include professional associations you belong to, certifications you have, team bios, charities supported and awards won. Including valuable accolades (awards & affiliations) and personal information (team bios) makes you look both professional and personable. Before you even sit down with a client to discuss a project, they’ll already have a good idea of who you are, how you work and what to expect from working with you.

The Bottom Line: You’ll be amazed at how beneficial detailed service descriptions can be for your website. If your website can provide useful information about your services and descriptions about the products displayed on your site, your website will become a valuable resource for potential clients.

This article is just one part of a larger series, “Is Your Website Helping or Hurting Your Business?” To read the article in its entirety and learn more about leveraging your website, click here .