I was having a chat with a customer of mine yesterday who didn't appreciate the value of having unique product descriptions ob his e-commerce site. Personally I believe they have a lot of benefits if done properly - I was just intrigued to find out how many e-commerce shop owners had taken the time to write unique product descriptions or just used the information supplied by the manufacturers.
Huge benefit provided that they are written well. Product descriptions connect a business with their customer and they prevent duplicate content penalties in the search engines. Unless you are a well established site, it is nearly possible to get organic rankings for any product using manufacturer descriptions. Apart from that, manufacturer descriptions are usually designed with information in mind and not sales. Writing good ones tells a customer that there are real people running the business and it allows you to actually try and sell the product. If you run a decent website, customers often want to know your opinion of a product anyway, assuming you can provide one that is objective enough to be relevant. As far as actually implementing it, it can be extremely challenging for stores with a ton of products. It may not be worth the cost to write descriptions for thousands of products. Usually I would say to start with products that already gain a lot of traffic, ones that are top sellers, and new ones that are likely to be good sellers. Here's an article that I wrote about 4 years ago: http://www.ecommerce-blog.org/archives/showing-passion-in-your-product-descriptions/ I think they are more important than ever with the number of generic, lifeless, websites out there.
Thanks for your comments jestep - I totally agree with everything you've said. I've also written an article on unique product descriptions which I hope people will find useful.
Unique products description is something that needs alot of effort...if you are describing your product in an efficient as well as innovative manner, customers will automatically get attracted towards it and you will later generate huge profits too..
but most of the time you are selling the same kind of product so get new product name is tricky also the new name should build a new brand .. whereas old one already has that ..
Building seperate pages for each of your brand: For an ecommerce website build up separate pages with keywords related to your each of the brand. Giving details about the products & the category of the products that the brand offers, Brand pages are very important for relating category key words. And also use your main keywords in the anchor text of your internal link. coordination among the pages: t of all list of all the information on the product page then create a link to other products of the site. Secondly list a link to the brand page. Also, one can create a related brands list which will list all brands that have products in similar categories. However it is very important to note that the pages you link must be in correspondence.
Definitely, you must put into a great consideration of clearly explaining the benefits that a potential buyer might get from your product. You must virtually communicate with them every single description of your product for them to materialize it into their mind. We cannot please everyone but in order to please them is for you to manage to accept that you are selling your product by your words (unless you already established yourself with worth online). Take your time because it needs a lot of efforts.