Many suppliers have listed their products online but still experience low demand. The cause is often not price or quality—but rather product descriptions written from the seller's perspective, not from how buyers search. Procurement teams type in highly specific technical terms and then filter the results in seconds. If your listing doesn't use those terms, you're not losing out on competition; you're never even considered.
1. Product name: use search terms, not internal names
Internal catalog codes like "Type A-2 Series 300" mean nothing to new buyers. Write names that combine product type + distinguishing specifications + brand/type, for example, "3 Inch Stainless Steel 304 Centrifugal Pump - Type A-2". Internal codes can still be included, but place them after the searchable name. If a product has two common names in the field (e.g., "genset" and "generator set"), mention both naturally in the description.
2. Technical specifications are filters, not complements
For procurement teams, specifications are the first filtering tool: if key figures are missing, candidates are immediately skipped because they don't have time to ask ten suppliers one by one. Include the most decisive factors for your category—dimensions, material, capacity, power, operating pressure, tolerance, standards followed. Write them in a structured list, not a flowing paragraph, so they can be scanned at a glance and easily copied into their comparison tables.
3. Answer frequently asked questions upfront
There are several questions that almost always arise before an RFQ is sent. Answering them in the description cuts one round of email back-and-forth—and often becomes the reason you are contacted first, before silent competitors:
Minimum order (MOQ)—the smallest quantity you serve.
Lead time—realistic preparation time for both stock and production orders.
Availability—ready stock or indent.
Delivery coverage—cities/regions you typically serve.
Warranty and after-sales—warranty period, spare parts availability, installation services if relevant.
If the answers vary, write a range ("lead time 7-14 working days depending on volume") rather than not writing anything at all. In most directories—including ID Industri—there is no separate column for MOQ or lead time, so their place is indeed within the description. Place them as a short list at the bottom, separate from the opening paragraph, so they remain easy to scan.
4. Write for people who are comparing
Buyers rarely read one listing; they open several tabs at once. The winning description is the one that most quickly answers "is this suitable for my needs". Mention the application or industry where the product is commonly used, and also mention its limitations—a product that honestly states "not recommended for corrosive liquids" is actually more trusted than one claiming to be suitable for all conditions.
5. Photos and documents also matter
A single catalog photo from the same angle as competitors doesn't help buyers decide. Include actual product photos from several angles, photos of the label/nameplate showing type and specifications, and if available, photos of the product installed at the work site. If you have supporting documents—datasheets, quality certificates, test results—mention their availability, as this shortens the verification process on the buyer's side.
Most common mistakes
Empty descriptions: "Quality products at competitive prices, contact us" contains no words a buyer would search for.
One listing for dozens of variants: combining all sizes and materials on one page makes it not appear specifically for any search. Separate the main variants.
Raw copying of manufacturer brochures: text identical to dozens of other sellers is hard to stand out and doesn't explain what's special about your service.
Hiding specifications to make buyers ask first: this strategy seems logical, but in practice, it causes you to be filtered out before you even get a chance to speak.
Outdated information: obsolete lead times or variants damage trust precisely when a buyer is serious.
A concise structure you can use immediately
Product name—type + distinguishing specifications + type/brand.
2-3 sentence summary—what the product is, for what application, where its specific advantages lie.
List of technical specifications—key figures for your category.
Order information—MOQ, lead time, availability, delivery coverage.
Warranty and support—after-sales, spare parts, installation.
Supporting documents—datasheets/certificates available upon request.
These six blocks can be copied as an internal template for your entire catalog. Consistency between listings also helps buyers compare your own products against each other, rather than getting confused and leaving.
After the description is correct
A tidy description only works if the product is where buyers are looking. If you haven't yet listed your catalog in an industrial directory, we've outlined the technical steps separately in the guide to listing products on ID Industri.
List your catalog and let the RFQs come. Register your company on ID Industri—Gold package free for 3 months, no credit card required. Profiles are reviewed by our team before going live, so prepare your product descriptions with the structure above from the start.