What Product Details should we provide?

The purpose of a product page is two-fold:

• Decision-making support: Convey key product information to the target audience and enable them to make an informed design or building decision 
• Branding: Position the product and your brand at the forefront of the customer’s mind to increase the likelihood of consideration in future decisions

There are four components under Product Details: Product Title, Range, Description, and Meta Description - each detailed below.  

1. Product title

The Product Title is the most important page element for the purpose of ranking highly in search results, and crucially - so your potential audience can quickly gauge its relevance to them, and click through to the page. Additionally, the product title title effectively differentiates one page from another. So, it’s important to achieve a unique, concise title which accurately conveys the page’s contents.

Keywords
Using keywords in the page title will significantly improve the page’s position in search results, and thus, increase traffic to the page.

• Do not include the company name in the title as it will display automatically
• Place the most important keyword at the beginning of the title 
• Use each keyword only once in the title to avoid search engines flagging the page as spam

For more about Keywords.

Title length
The optimal title length is 50-60 characters. Although not critical, search engines only display page titles up to a certain length in results. Longer titles may appear cut-off in results, and impair the ability of your audience to quickly gauge the page’s relevance.

Readability
The page title is the first page element that a user will interact with both in search results, and on the product page. Therefore, it is important to ensure the title is easily readable. Overly complex or poorly constructed titles can deter potential visitors from clicking through to the page.

2. Range

Product Ranges are designed to group products together, enabling Productspec visitors to easily browse products related by a range. For example, in their portfolio of laptop computers, Hewlett Packard have the EliteBook, ProBook, and ZBook.  

For more information on adding ranges.  

3. Description

Provide a unique description
A large proportion of Productspec’s traffic enters via search engines like Google and Bing. Unique content (as opposed to duplicate content) greatly improves a page’s ability to rank in top search results - essentially making it more readily accessible to its target audience.

So, if possible - try to avoid directly copying and pasting content for your product description from elsewhere on the web e.g. from a comparable page on another website.

What to include in the description
The objective of a description is to concisely and accurately communicate key information to the target audience.

Users seeking information relating to building products and suppliers that will ultimately support a design or building decision

Particularly if you’re writing a description from scratch - we recommend firstly browsing other product pages as if you were a casual visitor to the website, and considering how effectively you think the pages communicate key information.

Structure
Descriptions should range in length anywhere from 100-250 words

• In 2-3 sentences - describe the product’s use-case, and any features or benefits that could persuade the reader it is the best-fit for them
• List any distinguishing features or specifications relating to the product

Style

• Use the toolbar to edit text
• If copying and pasting text from elsewhere - right click and 'Paste as plain text' to avoid formatting errors
• Avoid large blocks of text - use paragraphs, headings, subheadings, and bulleted lists to organise the information
• Tables are another good way to organise information - however, avoid copying and pasting tables in the description, and instead use the toolbar to add a table manually

Keywords
Using keywords sparingly throughout the product description will improve the page’s rank in search results, and increase traffic to the page. Use branded keywords (i.e. company name, product range, and model) in addition to broader keywords such as those relating to its type and use-case.

For more about Keywords.

4. Meta Description

The meta description appears as a snippet of information in search results (e.g. Google, Bing) under the page title, and provides a snapshot of the page’s contents. A concise, accurate meta description is crucial in order for the target audience to quickly gauge the page’s relevance, and click through to the page.

A default meta description will appear unless you replace the default text with your own description.

Meta Description length
If you’re composing your own description, the optimal length is a maximum 140 characters. Although not critical, longer descriptions may appear cut-off in results, and impair the ability of your audience to quickly gauge the page’s relevance.

Keywords
Incorporate keywords in your meta description. Consider branded keywords e.g. company name, product range, and model in addition to broader keywords such as those relating to its use-case. However, to avoid search engines flagging the page as spam, use each keyword sparingly.

For more about Keywords.

Readability
It is important to ensure the meta description is easily readable. Overly complex or poorly constructed descriptions can deter potential visitors from clicking through to the page.