Product Descriptions for Masonry & Stone Craft

What a good one includes

• Specify the exact type and origin of the stone, such as Indiana limestone or regional granite, to establish authenticity and natural variation.
• Include precise physical measurements, weight per unit, compressive strength, and ASTM standards so contractors can verify engineering compliance.
• Describe the tactile finish, whether it is split-face, honed, thermal, or bush-hammered, explaining how it feels and performs underfoot or on a wall.
• Outline the recommended uses—such as interior veneer, heavy traffic paving, or wet environments—along with necessary setting materials.
• Detail the baseline color palette and explain how the stone will naturally weather, patina, or shift tones when exposed to sunlight and rain over time.
• Explain exactly how the product is crated, palletized, or sold (by the ton or square foot) to set clear expectations for delivery and handling.

Common mistakes to avoid

• Ignoring the technical specs that contractors and architects require to spec the product into their blueprints.
• Using overly poetic language that fails to mention critical installation realities, like weight limits or porousness.
• Failing to explain the natural variation inherent in stone, which can lead to customer disappointment when their batch doesn't perfectly match the listing photo.
• Omitting clear coverage calculators, leaving buyers guessing how many square or linear feet a single pallet actually covers.

Frequently asked questions