Make it unique. It may be tempting to copy product descriptions from a manufacturer’s website, but it will hurt your search engine optimization. Google doesn’t like duplicate content. Write new descriptions to add your own perspective and stand out in search.

Write what you know. You are the top expert on your business, and no one is more passionate about the products you sell. Make sure that shines through in your descriptions. Customers will appreciate sincere recommendations based on your experience and knowledge.

Frequently answered questions. What do customers want to know about your products? They’ve probably already asked. Think about the questions you hear every day and turn your answers into product descriptions that anticipate customers’ concerns and needs.

An award-winning writer and editor, Brian Lindamood is passionate about helping small businesses succeed. At Manta he covers marketing, digital media, sales, operations and more so business owners can grow on their own terms.