When you create your business profile on social media platform, review sites, and business directories, it’s crucial to include a description of your business that grabs the attention of the reader. This is easier said than done. You want to include as much information in there as possible that will attract and interest potential customers, but you don’t want to provide so much information that you overwhelm them and turn them away. Condensing all that you have to offer into a few short sentences is not easy, but we’re here to help. Here are some tips that help you write a compelling description for your business on review sites and directories that packs a punch.
Related: Business Listings eBook
What Makes an Effective Business Directory Description?
There is no one formula for a proper business description. After all, every directory is different. Some directories include one space to put everything, some include a space for a description but additional fields for other information like location and amenities. Some directories have character limits. Some let you type until the cows come home. Here are some guidelines to help you stay on track:
Inform
Your top priority should not be to impress, but to inform. Your description should provide all of the details a person needs to be able to contact you. Make sure you cover all of the details first, and then you can focus on aligning it with your tone and brand.
Keep Things Coherent
After reading your description and listing, potential customers should be able to form a snapshot of your business in their head—not just a bulleted list of details.
Adjust for Platforms
Pay attention to niche-specific directories. Don’t just copy and paste—you may want to highlight different aspects of your business for different platforms, depending on who in your target audience is most likely to use that platform and what the general expectations for that platform are.
Keep Your Audience in Mind
Keep your audience in mind. Think about how their mindset might change from one platform to the next.
For example, if you’re a plumber, your description on your social media profiles might even contain some fun details that make your business unique. This is appealing to a potential customer who arrived at your business page from a blog post you wrote on some DIY tips. However, your Yelp description may be a little more straightforward, providing only the necessary details. A potential customer on Yelp is less likely to be in browse and discovery mode, and more likely to be in need of a problem that needs fixing right away.
Business Directory Description Must-Haves
Here are the essentials of a business description that are included in a proper directory listing:
- Business name
- City and/or neighborhood
- Business category (e.g. local florist, Thai cuisine, certified electrician, women’s boutique)
- Local search terms (what do customers use to find your business?)
- Value statement (how long you’ve been in business, awards or how your business solves a problem for customers, what makes you stand out from competitors)
The length of the description varies by directory. We recommend creating a description of 250 characters. You may have to shorten it for the different listings.
Examples of Directory Descriptions
Here are some templates of short business descriptions you can customize for your business:
Retail
Template
[Business name] is a [type of business, category] in [city and neighborhood]. You can find [product, search term] for [audience or occasion]. [Value statement.]
Example
Betty’s Boutique is a high-end women’s vintage clothing store in Palo Alto, CA. Here you can find the best vintage designer labels for any and all occasions. Visit us if you’re looking for one-of-a-kind vintage luxury. Paris Hilton is a regular.
Service
Template
[Business name] provides [service, search term]. We have been serving the [city, state] for more than [time in business]. [Value statement.]
Example
Rusty’s provides expert glass repair, plumbing, and electrical services. We are a family business and have been serving the Louisville, KY area for more than 20 years. We are the one-stop shop for all your home repair and service needs.
Restaurant
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
Bob’s Diner is an American restaurant and diner in San Antonio, TX. For 25 years, we have been a local favorite for the best all-American food in town. Our friendly staff will greet you with smiles and fast service, and you’ll leave feeling satisfied and full! Come on in for some authentic American comfort food.
Health & Beauty
Template
[Business name] is a [type of business] in [city, state, neighborhood]. We specialize in [service, search term]. Our experienced staff is eclectic and fun, and we keep up with the latest trends, so you don’t have to. [Value statement].
Example
Susie’s is a full-service salon for the entire family in the modern Uptown neighborhood in Denver, CO. We specialize in trendy cuts, color fashions, highlights, and blowouts. Our experienced staff is eclectic and fun, and we keep up with the latest trends, so you don’t have to. We love matching your cut and color to your personality.
Effective Descriptors
Bring your business listing to life with some meaningful descriptors. Here is a list to pick from:
- expert, experienced
- recognized
- award-winning
- flavorful
- leading
- casual
- organic, fresh, home-grown (dishes, ingredients)
- friendly, kid-friendly, family friendly, pet-friendly (staff, atmosphere)
- fun
- high-end
- affordable
- dependable
- practical
- unique, one-of-a-kind
- locally made, locally sourced
- fast, speedy
- reliable
- [your location]’s only
- [your location]’s first
- family-owned
You don’t have to write a completely different description for every directory, platform, and site. In fact, you want to be as consistent as possible. It’s just important to be aware of any specific needs, preferences, or circumstances for particular platforms or subgroups and tweak your descriptions accordingly. One small change can make a difference in the effectiveness of your description.
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