Writing Service/Product Descriptions

[LeahHutcheon]

Hi,

I work for a site that allows people to book a variety of different services in different locations (mainly hair and beauty related). The site is still in development so I can't link to it I'm afraid.

My colleague is about to start writing these descriptions for each of the beauty salons we have signed up and I thought I'd take the opportunity to check what everyone else thought about these descriptions.

As far as I'm concerned, a near perfect example can be found at http://www.toptable.co.uk/fishers-in-the-city

We have about 100 words at the most, so I was thinking that as long as we get in the name of the salon, the location (being more descriptive than the general area our services search function allows for) and the USP of each salon -  their specialty services.

Is there anything else you'd include? Foremost, I want this to be as descriptive as possible to offer more detailed information about the salon.

Thanks!

[DougRoberts]

What does your audience/customers care about? Is there a way you can survey them? What about looking at reviews that they've left to see if you can figure out what is important to them, what concerns they might have had (that you can address) etc.

What about the businesses being listed - what are their goals? What do they want to target?

Why so few words? You say you want to be as descriptive as possible by only have 100 words at most?