In the past, we've discussed the importance of pictures in your online inventory listings. That hasn't changed, but it's important that we make sure we don't take away from the other important component of your listings: the descriptions.
A picture might say a thousand words, but the details you can put into the descriptions of your vehicles have a big impact on your ability to move those units. Sites like Craigslist and eBay Motors offer plenty of room to be as descriptive as you want, so use that space to its fullest potential.
Here are some things to keep in mind when you're putting together your inventory descriptions:
- Remember the Keywords: Both sites tell you not to try to "optimize" your posts to be able to come up in more searches. This is a somewhat misleading notion. You should definitely include keywords in your descriptions. Just make sure that the keywords are relevant. If it's a convertible, be sure to note that in the description. The search algorithms cannot determine it's a convertible if you don't tell it so and people will definitely be searching for that option if it's important to them.
- Use Paragraphs: The easiest way to prevent people from reading your descriptions is to make everything one long paragraph. Break it up. Group them together. Use bullet points. One long paragraph will turn people away very quickly.
- Tell the Vehicle's Story: It isn't just about listing all of the features. You want to tell what you can about the vehicle. Our posting tool will allow you to pull in descriptions that you plug into other sources, so having the words that tell the vehicle's story can help to make your car more compelling. You don't have to be a Pulitzer Prize winner to put together a good description. Just say it like it is.
- Avoid Annoying Elements: It must say in some book that gives bad advice about inventory listings that you should use ALL CAPS in your descriptions because we see it used very often. This annoys readers and makes it challenging to read. Also, avoid colloquialisms or other loose types of speech. It's fine to put personality into your listings, but you shouldn't post things like, "This car is the bomb" or other phrases that make you sound immature. People like to buy vehicles from professionals.
By plugging in the right descriptions and using these best practices, you'll see that your vehicles become more visible on these sites and that they convert better as well!