Whether your dealership sells RVs, campers, trailers, boats, or anything outdoor related – your online products need high quality, complete product descriptions. Information on your units for sale helps potential customers decide on a purchase from your dealership. Well written product descriptions also act as SEO boosting content! Rather than trying to stuff a few descriptions with too many key words, use high quality, complete descriptions that will give your online shoppers everything they need, and the search engines too!
What Is a Product Description?
A product description is text copy used to describe, explain, and even sell the benefits of products online. When done properly, it should describe your product in great and accurate detail. If done strategically, your descriptions will also include content that adds to your website’s SEO value. Regardless of the type of product your business sells, every item listed on your website needs a product description!
Purpose of Descriptions:
Regardless of your industry, product descriptions of your sale items should cover these three things:
- The problem the item solves
- What your buyer will gain from its purchase
- How your product differs from your competitor
Search engines will see your inventory page content as genuine, and your pages won’t be flagged for obvious keyword overuse.
What To Include in Website Descriptions?
When adding products to your website inventory, the descriptions really matter! While a major benefit of the text included in your product descriptions is the added SEO content for search engines to crawl through, it also helps your potential buyer. It shows your online shoppers you care about their needs. Providing everything they need to know about the item makes their shopping experience on your website more helpful.
Product descriptions don’t have to be boring in order to be helpful for SEO purposes! Depending on the tone of your business, item descriptions may be more serious and stick to the facts. Or they could be funny with some satire for a lighter feel. If your brand aims to entertain and provide a more family-like feel, using storytelling in product descriptions will keep your online leads engaged- while providing them with information about your products.
Regardless of the tone coming from your brand, our experts recommend doing adequate SEO research before writing descriptions. Find out what search terms are used by online visitors to find your website and use them, where organically possible. Need a great tool for this? Try SEMrush!
When writing product descriptions, sometimes a dealer’s client base doesn’t need (or want) fluff. They want to know what the product does, operation information, specifications, and any other necessary facts about the unit when deciding whether or not to purchase. This may be true for trailer dealers who sell a majority of their inventory to business owners or individuals using the trailers for work purposes.
This type of description could also be fitting for buyers that are already somewhat educated about the product, either through previous ownership or research. It could be a buyer of a trailer for their lawn care business or a weekend warrior looking to purchase a car hauler. Either way, the product description should include all the best functions and benefits of the unit for sale.
Fact-Based Product Description Example - Click Here!
This brand-new 29-foot Grand Design Reflection 150 series 260RDfifth wheel camper is a half-ton towable fifth wheel. Boasting one slide, a 20 foot awning, heated and enclosed tanks, underbelly, and dump valves, plus back-up camera and solar prep. If you’re looking for a reliable, yet upscale fifth wheel, this unit is a great option. The Reflection by Grand Design has the features and stability its name is known for, with the design features that feel like home.
Just inside the door, you have nice roomy living area and kitchen. There is a theater sofa and a 12cu refrigerator on the slide out wall, a U-dinette on the rear wall and L shaped kitchen to the right of the entry door. The kitchen includes a microwave, stove, oven, a large sink, and a flip-up counter extension. The dinette converts into an extra bed and the entertainment center has an LED HDTV with Bluetooth multimedia player.
In the front of the unit, the fully enclosed bathroom is right outside the bedroom. It has a stand-up shower, foot-flush toilet, sink with medicine cabinet, linen closet, and a power roof vent. Finally, the bedroom has a queen bed, overhead storage, and a wardrobe closet with drawers below.
This super light fifth wheel only weighs approx. 7,200 pounds and has a 90 degree turn radius for easy towing. This Grand Design Reflection 150 series 260RD won’t last long, so call, email, or just come by and check it out! [RV Dealer] is your expert dealer in and around [city, state].
Every dealership has a different tone they want to put across when advertising or speaking to their potential customer base. While some instances call for a more serious, work-work-work type tone, others want to provide service with a little chuckle and a smile. When done properly, descriptions can be written to be a little funny, even downright hysterical, if that’s what you’re aiming for. While our sample may not be perfect, we think it’s a little funny! Your online readers might think so too.
Having trouble keeping readers on your unit pages? Maybe a little humor is just what the bounce rate doctors ordered! When online visitors stay on your inventory pages to read the product descriptions, you’re achieving two things. First, you’re keeping visitors on your site, earning valuable search engine “brownie points” with sites like Google. Second, you’re providing potential customers with the information they want about a unit, in a happy, upbeat tone. Everything is better with a smile or a laugh, isn’t it?
Humorous Product Description Example - Click Here!
This brand-new 29-foot Reflection 150 series 260RDfifth wheel camper is the perfect home away from home, disguised as a half-ton towable fifth wheel by Grand Design! Boasting one slide, a 20 foot awning to cover you on those rainy camping weekends, heated and enclosed tanks, underbelly, and dump valves. Plus, Grand Design has included a back-up camera to help the “non-driver” in the family, and solar prep for those of you who want to get far away from your nosey neighbors and their barking dog.
Just inside the door, you have roomy living area and kitchen for easy everyday living…or entertaining those pesky campground neighbors that always seem to be outside at the exact moment you are. Inside the living room area is a theater sofa, perfect for afternoon naps. On the slide out wall is a 12cu refrigerator to hold all those snacks you tell yourself were meant for the kids. Yeah, we know who those cheesecake bites are really for. The dining area features a U-dinette on the rear wall, across from an L shaped kitchen to the right of the entry door.
The kitchen includes a microwave, stove, oven, a large sink, and a flip-up counter extension. So even if you’re a terrible a cook, something edible is bound to come out of there. If not, the refrigerator is magnetic, so the local pizza shop magnet is always close by! The U-shaped dinette seats 4 and even converts into an extra bed. Becoming the perfect bed to escape your partners snoring. The entertainment center has an LED HDTV with Bluetooth multimedia player. With speakers all around this beautiful Grand Design fifth wheel camper, you can easily drown out any snoring.
This is likely caused by the incredibly deep sleep happening on the bedroom’s plush queen size mattress! Located in the front of the unit, the fully enclosed bathroom is right outside the bedroom. It has a stand-up shower, foot-flush toilet, sink with medicine cabinet, linen closet…and never stink up your Grand Design camper again, thanks to the power roof vent. The bedroom also has overhead storage, and a wardrobe closet with drawers below (which can also double as the perfect child-sized hide-and-seek spot!)
This super light fifth wheel only weighs approx. 7,200 pounds and has a 90 degree turn radius for easy towing. This Grand Design Reflection 150 series 260RD won’t last long. Call, email, or just come by and check it out! [RV Dealer] is your expert dealer in and around [city, state].
Your potential customers are coming to your dealership’s website to fulfill a want or need. Depending on the type of inventory you sell, you might have a lot more customers on the want side of the scale. If your dealership is selling a hobby or even a lifelong dream, why not use that to entice your online leads. And you can do it from the very beginning of their buying journey, on your website! Using the product descriptions for your units, tell the story of your buyers’ new adventure and immerse them into the ownership state of mind!
With information about the unit in a user-friendly perspective, your website visitors are sure to convert to a lead. Tell a happy story of all the benefits and best, most desirable features of the item. Show your potential customer how the unit you are offering will meet all their lifestyle wants and needs. When describing all the benefits of your inventory in product descriptions, the buyer who wants to be “sold” definitely will be! Of course, the age old phrase, “honesty is the best policy” should be observed when describing your units. While the pillow top king size mattress may offer owners a great night’s sleep, it isn’t going to rejuvenate an old back injury or fight wrinkles…so keep exaggeration out of it.
Storytelling Product Description Example - Click Here!
You won’t camp or travel the open road in anything else after stepping inside this luxurious, brand-new 29-foot Reflection 150 series 260RD fifth wheel camper by Grand Design! This sleek and super light half-ton towable fifth wheel weighs approx. 7,200 pounds and has a 90 degree turn radius for easy towing capability. It has one slide, a 20 foot awning, heated and enclosed tanks, underbelly, and dump valves, plus back-up camera and solar prep! This unit encompasses every bit of Grand Design’s reputation for a reliable and well designed, upscale fifth wheel camper.
The spacious Grand Design Reflection offers the style and design of a modern home with the feel of a quaint condo. Living room with theater style sofa and close by kitchen space are perfect for entertaining! A 12cu refrigerator on the slide out wall has all the space you’ll need cold food storage. Across from the U-dinette on the rear wall sits the spacious and open L shaped kitchen. Fully equipped with every amenity of home, it includes a microwave, stove, oven, a large sink, and a flip-up counter extension, for extra meal prep space or to place your chili-filled crockpot. The U-dinette table allows you to share a meal with friends and family. It also converts into an extra bed, perfect for kids or guests. Enjoy a movie after dinner on the LED HDTV, listen to your favorite songs on the FM Radio, or stream from another device through the Bluetooth multimedia player.
The fully enclosed bathroom is located passed the kitchen, right outside the private bedroom. It has a stand-up shower, foot-flush toilet, sink with medicine cabinet, linen closet, and a power roof vent- so you’ll never stink up the camper again! Finally, the bedroom has a super-comfortable queen bed, spacious overhead storage, and a wardrobe closet with drawers below for all your clothing.
This Grand Design Reflection 150 series 260RD won’t last long. Don’t miss out being the talk of the campground this summer! Call, email, or just come by and check it out! [RV Dealer] is your expert dealer in and around [city, state].
Last Minute Tips and Recommendations
There are definitely best practices that should be observed every time you write a description on your website. Some are recommendations from search engine giants themselves on how to be seen as reputable. Other recommendations are based on long term, anecdotal research and internal testing performed by the NetSource professionals. With over 25 years creating successful websites for our clients, these tips are our go-to guidelines for product description writing.
Additional information to include in the description:
- Use the correct, proper name of the unit you’re describing.
- Use your location (if you have more than one dealership) and dealership name in your descriptions, if/where they sound organic and not “stuffed” into the text.
- Additional words like camper, fifth wheel, RV, and travel trailer may be good keywords to include, if they are accurate.
- Include your geographic location [city, state]
- Information that describes the unit for sale, using keywords that your customers are searching in to find your dealership.
Adding in the above mentioned items, where possible, will help boost your SEO value to help your Google search ranking and more! And of course, be sure to do your keyword research. Being found for search terms that don’t make sense to your website or products will not help you sell more units!
There is no "one size fits all" description formula!
Regardless of your approach for writing product descriptions, it’s important to create a formula for your business or dealership and stick to it. Consistency, along with diligent keyword research will make all the difference here! Not sure where to start? Contact a dealer specialists at NetSource Media today!