Whether you offer accommodation, tours, or unique events, your description should highlight what makes your business stand out and entice readers to choose you over the competition. Given its importance, there are a series of guidelines in place around Product Descriptions, read on to discover how to prepare a winning Product Description for your tourism business.
What is a Product Description?
A product description is a concise and informative summary that highlights the key features, benefits, and unique selling points of your product or service. Product descriptions are mandatory for all Profiles on our platform.
How long can my Product Description be?
Product descriptions must be between 50 - 200 words.
If you plan on syncing your Google Business Profile with your ATDW profile, then it's important to note that Google will truncate descriptions to 750 characters (including spaces and special characters), which equates to roughly 120 - 150 words.
How to write a winning Product Description
A well-crafted description can make all the difference in attracting customers. Here’s a step-by-step guide captivating readers in just 3 paragraphs:
Paragraph One
First sentence: In one clear and concise sentence, provide the name of your business, the location and what our business offers that is unique. This sentence should give readers an immediate understanding of your product or service (it's also really important for Search Engine Optimisation - SEO).
Examples
Mountain Adventures, located in the heart of the Blue Mountains, offers guided hiking tours that showcase the region’s stunning natural beauty.
Coastal Escapes, located on the Sunshine Coast, offers luxurious beachfront accommodations with breath-taking ocean views.
Highlight Your Unique Selling Propositions: Next, focus on what sets your business apart from similar offerings. What unique features or qualities make your business special? This could be anything from eco-friendly practices to exclusive experiences. The goal is to give potential customers a reason to choose your business over others.
Examples:
Our tours are led by experienced local guides and include access to hidden trails, giving adventurers a truly unique and immersive experience.
These contemporary apartments are uniquely positioned to offer panoramic views of the harbour, with each unit featuring floor-to-ceiling windows, private balconies, and state-of-the-art kitchen facilities.
Paragraph Two
Paint a Picture with Details: Provide more detailed information about your offering. Describe the experience, the key features, and any special highlights. Avoid simply listing features; instead, create a story that helps the reader visualise what they can expect.
Examples:
Each tour is carefully planned to include breathtaking lookout points, wildlife encounters, and a gourmet picnic lunch with local produce, all while ensuring minimal environmental impact.
The retreat offers four elegantly appointed suites, each with its own private balcony overlooking the vineyards. The spacious living area, complete with a cozy fireplace and plush seating, provides the perfect spot to unwind after a day of wine tasting.
Paragraph Three
Add Local Flair: Include interesting facts about your business and its surroundings. Mention nearby attractions that are relevant to your target audience, the distance to key locations, and any unique aspects of the area that might appeal to your customers.
Example:
Located just a short drive from the historic town of Katoomba, Mountain Adventures is perfectly positioned for those looking to explore the Blue Mountains' rich heritage and vibrant arts scene.
Vine Retreat is just a short drive from the renowned Healesville Sanctuary and less than 10 minutes from the area’s finest wineries and gourmet restaurants, making it an ideal base for exploring the Yarra Valley.
Frequently Asked Questions
Can I copy and paste my Description from a Word Document?
Yes. It’s worth spending extra time preparing your description to make sure you include all the necessary information so that potential visitors will finds your product alluring. You can use another program, like MS Word to create the content and spell and grammar check it for accuracy. Then paste it into the Product Description field when you’re happy with it.
Can I include Hyperlinks in my Description?
No, you cannot add links to your Product Description.