Buyers are in a hurry. They scroll, filter, and compare. Have you caught their attention with the right product name? Then the next question is: “Why should I choose this product?” and they click through to the product detail page (pdp, in technical jargon).
That is the moment when the description needs to do its job.
A strong product description:
- Helps buyers to decide quicker.
- Reduces the risk of puchases by mistake or returned goods.
- Strengthens brand and reliability.
- Contributes to findability in the webshop.
- Can give that final push needed to place an order.
In short: it is your digital salesperson and your second chance to be found.
The concise, informative opening sentence
Start with a catchy first sentence that gets straight to the point. What is the product? What does it do for you?
Example:
Aviko SuperCrunch! 9.5 mm fries stay extra crispy for longer, even when delivered or kept warm.
Why the product name should also be included in the long description
The description is more than just an explanation for the buyer. It is also food for the webshop’s search engine. Many B2B webshops have internal search functions (think of Bidfood, Transgourmet, Brakes) that index texts based on exact word combinations.
Therefore, the more often (in a relevant and natural way) the product name appears, the greater the chance that you will be found.
Also keep in mind:
- Repeating the product name reinforces recognition and trust.
- And it prevents confusion with similar variants or packaging.
So: repetition = making it easy for the customer.
Explanation of the concept or sub brand
Preferably mention three specific USPs in the product description. Why three? Because it is powerful and manageable: more USPs blur the focus, fewer feel incomplete. Imagine you are describing French fries: you could mention that the product has an extra crispy bite (presentation), is suitable for both deep frying and combi steamers (preparation), and stays crispy for a long time during delivery (ease of use). Such advantages are directly relevant to buyers in the hospitality and catering industry. By briefly mentioning the most important advantages, you help them make a quicker choice in a webshop full of similar options.
Include keyword likely to be used as search terms
Use words that buyers are actually searching for. Think of generic terms such as vegetarian, frozen, fries, or 20% meat. Many B2B webshops do not have advanced search technology. They simply match what is literally in the product name and description. If you forget the right keywords, you run the risk that your product will simply not appear in the search results. By consciously including relevant search terms, you increase your visibility and connect with the language used by your target group. Take this product, for example:
It makes sense to include the following terms in the description:
Barbecue sauce
Barbecue
Sauce
Glaze
Glazing
Sauce for grill
Sauce for meat
Meat colab
[this list could be longer….]
Unfortunately, none of that is mentioned in reality…
Finally: not a side issue, but a decisive factor
A perfect product description is not an afterthought. It is a strategic tool. Buyers make quick, business-like decisions based on trust. A clear, structured description ensures that your product is found and chosen.
Are you unsure whether your texts are having the right effect?
We are happy to assist you. For example, with a quick scan or practical checklist to take your product descriptions to the next level.