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There are so many places that you demand to draw your business, whether information technology's your website, an online directory, or fifty-fifty an "about the company" department for an issue. Your mission statement is a skillful beginning, and your brand story is good background. But what you actually demand is a compelling business description that provides any reader with a quick overview of what your business does and what sets it autonomously from your competitors.

This is the catchy office. How can y'all accurately convey what makes your business organisation special in a few hundred characters? What should you include in your business organisation description? Where should y'all add your business description? How practice y'all write a business organization clarification for social media? These are all valid questions that we're answering right here! Nosotros're sharing:

• v simple steps for how to write a business description (with examples)
• Bonus step 6: How to write a business description for your social media and review sites
• More business clarification examples (and templates!) for different industries
• Compelling words to include in your concern clarification

Whew! That's a lot. Just we didn't call this your ultimate guide for no reason! Plus, we'll make it like shooting fish in a barrel peasy for you. Let's leap in!

Catch your notepad and your pen–or just open Word–and allow'southward offset writing!

How to write a business clarification: 5 simple steps (with examples)

What is a concern clarification? It'south an overview of your company and how information technology's different from your competitors. And your business clarification needs to be an engaging introduction to your brand.

Here's how to write one that works for your business organization.

1. Offset with your basics

The goal of a business description is to introduce whatsoever reader to your company—-and to do that chop-chop. So when you lot're getting started writing this description, it'southward a good idea to list out the basic information that you'll demand to include.

Hither's what needs to go in your business organization description:

• What your visitor name is
• What your business does
• What value your business concern offers
• Where your business is located

This is essential information that anyone needs to know in social club to understand your business, and hopefully consider how you lot tin help them.

Take a look at this example of a business organisation description from Parley'due south PPM Plumbing:

Parley's PPM Plumbing, Heating & Air Workout opened its doors to Draper, UT and the residual of Utah Canton almost twoscore years ago, outset a tradition of unparalleled customer service and quality HVAC repairs and installation. Nosotros're dedicated to your happiness. That means we make it on fourth dimension and investigate your system before diving blindly into the state of affairs. We become information technology right the first time. Regardless of the size of the job or its complexity, your satisfaction is most important to us. And as a thoroughly family-owned company, you lot can trust united states of america to give your family the same attention we give to ours. If your air conditioner, heater, water heater, or water softener isn't working correctly, requite us a call immediately. We'll schedule an appointment.

Hither, Parley's PPM Plumbing includes its name and location, states its services, and shares that it works to deliver results right the first fourth dimension. They also talk most what they value and that they are a family unit-owned business.

two. Check out other business descriptions for your industry

Your business description needs to permit readers know what your business concern does. It also needs to let your readers know how your business is unique.

Let'south say you lot're working on a business description for a local garden center. You lot've got your basics and you've narrowed down keywords (including "garden center"), so it's fourth dimension to take a look at what other businesses are including in their descriptions.

Here's an case of a business concern description on Instagram from Russell'southward Garden Center, a minor business exterior of Boston:

The oldest garden center in America, continuing its passed downwardly pursuit to get more people exterior and growing.

Now here's another business description case for a local chain, Mahoney's Garden:

Full service and family unit-run home and garden center with 7 retail locations in MA since 1959.

At that place are some clear similarities between these business descriptions—and these aren't the just garden centers striking similar points. Both of these descriptions emphasize legacy and community, whether that's by stressing "family" or "people." This suggests that you lot desire to tap into that here. Does your business run classes or events? Practice you run the shop with your partner or your mom? Include those in the business clarification to concenter your audition and set your business apart from your competitors.

When you're writing your business description, be certain to check websites as well as social media profiles, as the descriptions volition differ across platforms. We'll talk more about that presently.

3. Choose your keywords

You'll use your business description on your website, on your social media profiles, on review and listings sites—in other words, you lot'll use this description beyond the internet. Considering the primary locations for this description will exist online, you need to make certain it'southward optimized. That means you need to include keywords.

Hither's an example from Trophy Fitness Uptown on Yelp:

At Trophy Fitness Uptown, our mission is to provide our members at all fitness levels with an enjoyable workout experience in a positive, uplifting space. Our team is dedicated to delivering first-course customer service, and nosotros understand the importance of a fitness guild that promotes a healthy lifestyle, which is why we're proud to specialize in personal preparation. All of our experienced personal trainers hold nationally recognized certifications and are here to help yous achieve your fitness goals. Whether you're a pro athlete or merely setting out on your fitness journey, y'all have a identify here at Trophy Fitness Uptown.

Yelp business organisation description instance with keywords highlighted.

From the keywords in this business description, information technology's clear that Trophy Fettle Uptown is a fitness club that also provides personal trainers.

If you're using a keyword tool, you lot tin look at keyword volume for Google, Bing, and other search platforms, which can help you lot optimize your business descriptions on those sites.

But focusing on Google'due south keyword volume is always a good place to showtime for overall SEO, anyway. If your social media profiles and listings come up on the search results page likewise as your website, that'south just more infinite for your business.

iv. Stick to agile voice

This might seem like a nit-picky tip but stick with me. Your business description should show your readers what your business does and how it does information technology well. Why wouldn't you take every opportunity to make your business agile when y'all only have a few sentences anyway?

That'south why it'south imperative to avoid passive voice and stick to active voice instead.

Passive vocalism is when your sentence is structured and then that the subject area is receiving the action. Take this simple example: The laundry was folded and placed in the drawers.

So who did that laundry? It'south unclear.

Active phonation is when the subject of the sentence completes the action. Let'south rewrite that example in the agile voice: Greg folded the laundry and placed it in the drawers. Who did the laundry? Greg. It's nice and clear.

You want information technology to exist squeamish and clear what your business is doing—and what it can do for your customers.

Read this concern description from pet care provider DogSpot:

We care for your domestic dog every bit nosotros would our ain children, which is why we are committed to providing the highest quality pet intendance services available. Our knowledgeable training and daycare staff accept over 30 years of combined experience in professional dog training, behavioral and basic dog medical intendance. Possessor and operator Carlene King is a certified doggies beliefs and preparation specialist, graduating from one of the most elite domestic dog grooming schools in u.s.- Triple Crown Dog Academy.

By using active vocalism and potent verbs, DogSpot has written an energetic business organisation clarification that's engaging and informative.

Stick to active voice so you lot can practise the aforementioned, just make sure your verbs fit with your make vocalism, which leads us to the next step.

five. Make certain your description is on-brand

Your business description is an opportunity to innovate your company. That should include introducing your make identity, too. You should write your description in your brand voice. For case, if your brand vocalisation is casual and jokey, use some light-hearted sense of humor in your description. If your brand is more serious and formal, then make sure your business organization description is crisp and authoritative.

El Approach, for example, is a Mexican restaurant in Austin, TX, best known for its sign with derisive or fun messages. Here's how they describe their business on their website:

Since 1975, El Arroyo has been serving up Tex-Mex with a side of laughs on our famous marquee sign that stands on the corner of Due west 5th and Campbell in Austin, Texas.

The Last Queso Finish Before a Bunch of Yoga Studios – over the years nosotros've covered every food pun imaginable while never forgetting witty commentary on current events. We're always happy to take sign submissions from customers and the internet!

We've been serving bang-up Tex-Mex food in Austin for more than than 25 years and we've loved every 2d of it.

Thanks, Austin, and hither'southward to 25 more!

Their About U.s.a. page fifty-fifty includes a picture of their famous sign.

Keeping your description on-brand similar this will allow anyone reading know what they can expect from your content or communications. Plus, brand consistency beyond channels will help make your make more easily recognizable. And a recognizable brand is skillful for your business.

How to write your business description on social media and review sites

Allow'due south phone call this bonus pace six because when y'all're done with your business description, you lot're even so not exactly done. The best business description is one that yous can adapt slightly for any identify you demand to rapidly introduce your company.

Ideally, your main business organisation description will be longer, and you can use this on your website, and for listings, LinkedIn, and review websites. And then, you'll be able to pull out sections or create shorter versions for other social profiles with lower character limits, like Twitter or Instagram.

Here are some guidelines to write your business description for each social media platform.

Facebook business organization description

Your Facebook concern description shows in the About section of your Facebook business organization contour and gives visitors a quick overview of your business. Your Facebook description tin be no longer than 255 characters. But you can too add additional information that will show up nether your About section to communicate more nearly your business concern.

Here's how El Arroyo amended their concern description for Facebook:

Nigh

Since 1975, El Arroyo has been serving up Tex-Mex with a side of daily laughs on our famous marquee sign that stands on a corner in downtown Austin, Texas.

Boosted information

We love throwing parties; talk to us about throwing your adjacent upshot hither. Nosotros also offering catering for all occasions. Whether on-site or off, nosotros evangelize the all-time of Tex-Mex in Austin.

Like Pat Green says, go yourself downwardly to El Approach and allow yourself go. Thank you to 40 more years of queso, tacos, beers, and 'ritas!

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Instagram description

Your Instagram description shows at the top of your contour and can be no longer than 150 characters. Try to include the most important information well-nigh your business and what makes you unique. Information technology's likewise a best do to include your location information here so people viewing your Instagram account know where yous're located.

Hither's how DogSpot amended their business organization description for Instagram:

Doggy Daycare and Cage Free Boarding Facility Serving N Counties of San Diego CA

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Twitter description

Your Twitter business description shows at the top of your profile under your handle and can be no longer than 160 characters. Similar to Instagram, make sure to include the most important information nigh your concern (and a hashtag or 2 doesn't hurt if it's relevant!).

Here's how Mahoney'due south Garden wrote their Twitter description:

Full service and family-run domicile and #garden centre with 7 retail locations in #MA since 1959 #gardening

Source

LinkedIn clarification

Your LinkedIn clarification is a little different than your other descriptions on social media and review sites because your primary audition is typically employees and prospective employees rather than customers. So it'south important to keep that in mind when you're writing your LinkedIn description. LinkedIn gives you a lot of room to describe your business concern—upwards to 2,000 characters–but it's a best practise to keep it fairly brusk to grab attention speedily.

Here's an case from Trophy Fitness Uptown:

Since 2003, Trophy Fettle has been moving fitness forward. From operating our own three successful gyms locations in Dallas, to consulting, managing, and designing countless gyms across the country, Trophy is a trusted adept for all fettle needs. Nosotros believe each person should exist treated similar an individual, not a number and relationships are meliorate than memberships. Our purpose is to combine our love of fitness with a desire to serve to deliver an unmatched experience in an attempt to move our Team, our Clients and our Community FORWARD.

Source

You lot can encounter that rather than promoting their personal training and conditioning services, they highlight their expertise and purpose.

Yelp description

Your Yelp business organisation description shows a petty farther downwards your page than some of the other social media and review descriptions but withal displays above reviews—it'due south marked as Specialties on your page, and you tin too include History and Meet the Possessor/Director. You have 1,500 characters under Specialties; 1,000 under History; and i,000 under Come across the Owner/Manager, and then you can include quite a scrap of information about your business.

Here'south a small extract from Parley's PPM on Yelp—they also include their History and Encounter the Possessor:

PPM Plumbing is one of the major cooling, heating and plumbing businesses in Utah County. PPM Plumbing provides service, repair and installation for all of your HVAC needs. We offering HVAC services for: Plumbing, Bathroom Remodeling, Copper Repiping, Garbage Disposals, Water and Sewer Mains, Drain Cleaning, Leak Detection, Water Heaters, Duct Cleaning, Furnaces, Boilers, Heat Pumps, Central Air, Water Softeners Equally office of our standard service, nosotros tin can have our professional plumbers and technicians come up to your aid immediately.

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Google Business Profile description

Last, merely certainly non to the lowest degree, is your Google Business Profile description. This is an extremely important i if you want to entice searchers to contact or visit y'all directly from Google Search or Maps. Your Google Business concern Contour description shows upward on your listing in the 3-pack, Google Maps, or when someone clicks your listing in Google Search. You should include clear details about your products or services, who and what area you serve, and a few keywords to increment your chances of showing upwardly for relevant searches. You have 750 characters to draw your concern on your Google Business Contour.

Here'southward an example from Conover Police Firm:

The Conover Police Firm is a personal injury and workers' bounty firm based in Charleston, S Carolina. We confidently correspond victims of truck accidents, car accidents, skid & falls, workplace injuries, and more than. Attorney Craig Conover and his legal team make each instance a priority and strive to help clients earn the fair compensation they deserve. With the tagline "Don't get run over, call Conover," Conover Police force Firm takes a client-focused arroyo and ensures each client fully understands the legal process.

More business description examples (with templates!)

Here are some basic business clarification examples and templates you lot can copy and paste across your website and social sites (think of information technology equally MadLibs for your business concern!) for different industries.

Business concern description example for retail

Template:

[Business name] is a [blazon of business, category] in [city and neighborhood]. Y'all can find [product, search term] for [audience or occasion]. [Value statement.]

Example:

Brianna'southward Boutique is a high-end women's vintage clothing shop in Los Angeles, CA. You lot tin can find the best vintage designer labels for any and all occasions. Visit us if yous're looking for one-of-a-kind vintage luxury. Celeb sitings are not uncommon.

Shortened description:

High-end women'southward vintage habiliment boutique for all occasions.

Source

Concern description example for service businesses

Template:

[Business name] provides [service, search term]. Nosotros have been serving the [urban center, state] for more than [time in business organization]. [Value statement.]

Example:

Gilmore's provides expert glass repair, plumbing, and electric services. We are a family business and take been serving the Austin, TX area for more than xx years. We are the 1 end store for all your home repair and service needs.

Shortened description:

Family unit-run i-stop shop for glass repair, plumbing, and electrical services.

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Concern description example for restaurants

Template:

[Business name] is [type of restaurant] in [city, state, neighborhood]. For [years in business], we have been a local favorite for the best [keywords] in town. [Value statement]!

Example:

Dina'southward Diner is an American eatery and diner in Jacksonville, FL. Nosotros have been a local favorite for the best all-American food in town for over 25 years. With cypher just full smiles and fast service, yous'll be leaving satisfied. Come up on in for some authentic American comfort food.

Shortened description:

Authentic all-American food served up fast and friendly.

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Business description example for health and beauty

Template:

[Business organization name] is a [type of business] in [city, land, neighborhood]. We specialize in [service, search term]. Our experienced staff is eclectic and fun, and we keep upwardly with the latest trends, so you lot don't have to. [Value statement].

Example:

Lucy's is a full-service salon for the entire family unit in the central area of Bedrock, CO. We specialize in trendy cuts, colour fashions, highlights, and blowouts. Our experienced staff is eclectic and fun, and we keep upward with the latest trends, so you lot don't have to. We love matching your cut and colour to your personality.

Shortened description:

Full-service salon for the whole family, from traditional to trendy.

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Words to include in your business description

Looking for even more than inspiration to convey who your business is and what you're about? Bring your business description to life with some descriptors. Hither is a listing to pick from:

• expert, experienced, seasoned
• recognized, award-winning, renowned
• flavorful, tasty
• leading, top-notch, only, first
• casual, comfortable, relaxed
• organic, fresh, home-grown (dishes, ingredients)
• friendly, kid-friendly, family unit-friendly, pet-friendly (staff, temper)
• fun, upbeat
• high-cease, affordable
• undecayed, trusty, reliable
• practical
• unique, one-of-a-kind, accurate
• locally made, locally sourced, farm-to-table
• local favorite, go-to, top pick
• one-stop-store, all-inclusive, variety, full range
• customized
• spacious, cozy

Write a concern clarification that works across platforms

In that location yous have it—-how to write a compelling business clarification and cracking examples to inspire you while you're getting started. Remember to spend time writing a longer, more in-depth clarification that yous tin can adjust to fit your about the states folio on your website also as the different character requirements for any platform. It'll exist worth information technology.

Here were those steps for how to write a compelling business concern description:

1. Start with your basics
2. Cheque out other business descriptions
3. Choose your keywords
4. Stick to active voice
5. Brand sure your description is on-brand
6. Customize for each major platform

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Source: https://localiq.com/blog/how-to-write-a-business-description/