Help your business stand out in a crowded marketplace and attract more potential customers by avoiding these common mistakes.
Things to avoid in my Product Description
False or misleading information
Ensure all information is accurate and not likely to mislead customers about the product, including its location, features, availability, pricing, inclusions or accessibility.
Instead of: “Our beachfront accommodation is only a short walk from the ocean.”
Use: “The accommodation is located 800 metres from the beach.”
Unsubstanciated sustainability claims
Avoid making claims that cannot be supported with clear and reliable evidence, including claims about environmental practices, sustainability, quality, safety or being the “best” in a category.
Instead of: “The property is environmentally friendly.”
Use: “The property uses solar power and provides recycling facilities for guests.”
First-Person Language
Use only third-person perspective to ensure consistency across listings and focus on the business rather than the owners or operators.
Instead of: 'We offer cozy cabins with stunning views"
Use: "The property offers cozy cabins with stunning views."
Abbreviations and Slang
These can be confusing or unprofessional and may not be understood by all readers.
Instead of: "Our B&B has TV and BBQ facilities."
Use: "The bed and breakfast features televisions and barbecue facilities."
Swearing, Profanities and Inappropriate Language
Do not use swearing, profanity or language that could be considered offensive, discriminatory, sexually explicit or otherwise inappropriate. Product descriptions should remain professional and suitable for a broad audience.
Instead of: “This is a damn good place for a wild weekend.”
Use: “The property offers a lively setting for a weekend getaway.”
Bullet Points
Descriptions should be written in full sentences that flow naturally. So, instead of:
"Ocean views",
"Free Wi-Fi"
"Pet-friendly"
Use: "The property features ocean views, free Wi-Fi, and is pet-friendly."
Symbols and Unnecessary Punctuation
Symbols like "&" and "@" should be avoided in favor of full words. Additionally, avoid using excessive punctuation, such as multiple exclamation points, as this can come across as unprofessional.
Instead of: "Cozy rooms & friendly service!!"
Use: "Cozy rooms and friendly service."
Emojis
Avoid using emojis in product descriptions. They can appear unprofessional, may not display consistently across all platforms and may not be accessible to all users.
Instead of: “Enjoy a relaxing stay with ocean views 🌊 and free Wi-Fi 📶.”
Use: “Enjoy a relaxing stay with ocean views and free Wi-Fi.”
Repetitive Content
Avoid any information that is provided elsewhere in your Profile: This includes:
Contact Details
Address information
Pricing
Website links
Opening hours
Out of Context Capitalisation
Capitalise only proper nouns, specific names where trademarked, regions, and/or places.
Instead of: "Enjoy our EXCLUSIVE OFFERS at the BEST Location in TOWN."
Use: "Enjoy exclusive offers at the best location in town."
Numerals for Numbers One to Nine
You're encouraged to spell out any number up to nine. This is a standard writing convention that enhances readability and maintains consistency.
Instead of: "The property features 3 pools and 2 tennis courts."
Use: "The property features three pools and two tennis courts."