Clear Product Descriptions Are Essential

Unless you are selling raw commodities to a well-defined market that is already familiar with their properties, you must provide clear descriptions of every product and treat every word on your site as sales copy. If your business is already established offline, that copy should be written in the same style as your printed sales material, either by the same people who write your print copy or by Web-specific writers who are in constant, close communication with your offline marketing staff. Style unity will keep customers who look at your Web site one minute and your printed material the next from getting confused, and one thing we never want is a customer who is confused about who we are and what we are selling.