Merriam-Webster defines the word ‘timeless’ as “staying beautiful or fashionable as time passes”.
Another, more literal definition could be “lasting forever”.
Timeless is a word to avoid – it tends to make me wince when I’m editing construction product descriptions. It’s often seen describing design-led benches or street furniture, or products made from natural stone.
The first of the definitions above is subjective and the second just won’t be true of any construction product or street furniture.
In terms of aesthetics, ‘timeless’ is often used in phrases such as ‘timeless style’, or ‘timeless beauty’.
I recommend leaving the question of aesthetics to the architects or landscape architects, to make their own minds up on.
Better ways to describe aesthetics
The best way to show the beauty or aesthetics of products, is to include good quality photography. Beyond this, go in to some technical detail about how they are manufactured and finished. If your company pays particular attention to detail, put this beyond reasonable doubt by saying what and how
If it is an expensive material, like bronze, go in to detail about how it is cast finished. What was the finishing process? What skills are used? How long does it take?
It it is a wood, is it FSC accredited? This term is often referenced but manufacturers don’t often give any more detail about where the wood comes from or why it is suitable for the application. Finishing wood carefully can make the difference to the aesthetics, so why not take the time to explain the sanding process or what waxes or oils are used. The selection process for grades of wood is also something architects, landscape architects and interior designers are interested in. They will see this if they visit a manufacturer’s premises, but why not offer the information up front on your website.
There may not be room to go into this detail on a product page, where the core information needs to be offered up first and foremost. However it’s worth considering doing some in-depth blog posts on these topics and linking to them from your product page.
If you take the time to invest in this content, it’s something that you will be able to use for years to come in the sales process.
You can email links to interested clients, repurpose the blog post as an email newsletter, include it as part of an email sequence or even use it as part of an ebook.