Most customers need a product description that's short and sweet and shares the key points quickly and effortlessly. But what about the consumers who do want to sift through the data so they can find exactly what they need to know to make an informed decision?
Balance is surprisingly important when talking about a product or service. If too much content is available, it's overwhelming and frustrating to sort through. If too little content is available, it looks sparse and could indicate that you may have something to hide.
Handling this problem means breaking things down - bullet points, headings, pages, and section dividers are your best friend. If people naturally skim, help them by using titles that clearly indicate the subject, and divide the writing into questions people would likely have. If people want to know specifics about what locations you serve, create a specific page for that. Consider your clientele and work with their needs.
Think carefully about the voice you use, too.