If you’re a distributor, chances are your manufacturer’s website is loaded with detailed product descriptions for everything offered on your website. It’s extremely tempting to nab these descriptions for your own site to save time and effort -- especially when your manufacturer gives you the OK. But in order to get the most out of your product descriptions, it’s best to rewrite them. Here’s why. ​

• Google will penalize you for having the same content as another website -- even if it’s your manufacturer and they said it was alright. You’ll have trouble showing up in search engine results pages because of this.
• Writing your own content gives you the chance to show what makes your company special. Show customers they can trust you by describing your products in your own words, using your company’s unique voice.
• If you write your own product descriptions, you can ensure they are properly optimized for search engines, and target the exact queries you’d like to show up for.

Product Descriptions for Search Engine Optimization

When writing any type of online content, it’s always important to know your ideal audience. This is especially true if you’re trying to optimize to show up in search engine results pages. For industrial distributors, it’s helpful to consider the exact search terms you believe your customers would be searching to land on a specific product page, and cater your product description to those customer queries.

Google’s search results have been increasingly focused on pages that provide the best user experience. The most important thing is to make sure your product descriptions provide all of the information that your customers need, and speak to your customers in a language they will understand.

What to Include in Product Descriptions for Distributors

When crafting a product description, there are a few basics that are typically included:

• Specifications/Dimensions
• Features/functions
• Applications
• Materials/Colors

While it’s important to include base product information like this, you can also utilize product descriptions to connect with your site’s visitors. Describing your products in your own words gives you the chance to go above and beyond what your manufacturer includes on their product pages, and get a bit creative in how you market yourself. Some questions to consider: What sets your company apart? Why should visitors choose to do business with you rather than other distributors?

If you’d like more personalized guidance for rewriting your product descriptions, don’t hesitate to reach out to Ecreative. Our copywriters are experienced with writing for industrial distributors, and they can help you revamp and reoptimize your manufacturer’s content.