How to write a compelling business description

How do you describe your business? 

It might sound like a simple thing to do, yet most people are not that good at describing their own business.

It's an essential and free marketing activity so it's worth doing well.

If people don’t know what you do, they won’t visit.

Your business description is used in so many ways: on your website, in social media profiles, when you speak to people, and when others talk about you.

These notes are designed to help you create a better and more impactful business description.

Using the questions below, try to work through each stage one at a time, in order.

I find it helpful to scribble by hand on a piece of paper, and keep the paper nearby as I do other things and extra ideas pop into my head. Typing the answers on a screen somehow limits more creative thoughts.

Expect to cross out and re-do some of this several times before you’re happy with it. It’s worth investing the time: once you have a good business description you’ll proudly use it again and again for years to come

Step 1:

Quickly scribble down a description of your business. Don’t look at what you’ve written elsewhere or before. Write it down from your head. This will just be a starting point so don’t spend too long on this bit. 

Step 2: 

Put that description on one side, and now scribble down your key selling points for your business. What are the things you’re most proud of? What aspects of your business do you think are particularly good?

Step 3:

Now make a note of the things that make your business special or better than others? How does it stand out? This could be a big thing like an incredible building but it could equally be something small such as the cakes you bake for your guests. Be as specific as possible.

Step 4: 

Next think about why you do what you do, what you enjoy, your passions and interests. Write it all down.

Step 5: 

Put this on one side and now focus on your ideal visitors. Don’t try to define them in marketing terms (e.g. empty nesters or ABC1s) – just focus on one Think about the sort of people you love to have as visitors or guests, the ones who love what you do. Imagine one of them walking down your path towards you. How do they look? What are they looking forward to? What would they say about your business? What would they tell others?

Step 6:

Now look back at your original description.

Using each of the steps above, look back at your original description from step 1, and systematically add in the words, phrases, information you’ve developed during this exercise. This will probably mean your description becomes very long but don’t worry about that for now.

Step 7:

Finally, read through your description and underline the most important parts.

Step 8:

Edit the description so it incorporates the important elements and take out the other words. Don’t discard the parts you’ve taken out - keep a note of them because you probably need to incorporate that information on your website somewhere.

Now go back and edit the description and keep polishing it until it shines!