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How to Write a Compelling Business Description That Includes Relevant Keywords

Stuart Baddiley

A business description is a crucial element of your marketing strategy. It’s often the first thing potential customers see when they find your company online, whether through your website, social media, or business directories. A well-written business description not only informs your audience about what you do but also improves your visibility in search engines when it incorporates relevant keywords. In this article, we will explore how to write a compelling business description that includes relevant keywords to attract customers and boost your online presence.

Why a Strong Business Description Matters

A strong business description:

  • Explains your offerings in a clear and engaging way.

  • Differentiates your business from competitors.

  • Improves SEO (Search Engine Optimization) by including relevant keywords.

  • Builds trust with potential customers by showcasing your expertise, values, and unique selling propositions (USPs).

Whether you are a small business or a larger enterprise, having a well-crafted business description is key to driving more traffic and conversions.

Steps to Write a Compelling Business Description

1. Identify Your Target Audience

Before writing, it's important to know who your audience is. Understanding your target audience will shape the tone, style, and content of your description. Consider the following:

  • Who are your ideal customers?

  • What problems do they have that your business solves?

  • What kind of language or tone resonates with them?

For example, a tech company targeting startups will use different language than a luxury brand targeting affluent consumers. Craft your description with your audience’s preferences and needs in mind.

2. Define Your Unique Selling Proposition (USP)

Your USP is what sets your business apart from the competition. It answers the question: Why should customers choose you? This could be:

  • Specialized expertise or years of experience.

  • Unique product features or services.

  • Customer-focused policies (e.g., free shipping, money-back guarantees).

  • Ethical practices or sustainability efforts.

Highlight your USP early in the description to capture attention. Make sure it’s specific and compelling, avoiding generic phrases like “best in the industry.”

3. Use Relevant Keywords for SEO

Incorporating relevant keywords into your business description is essential for search engine optimization (SEO). Keywords help search engines understand what your business is about, making it easier for potential customers to find you online. Here’s how to strategically include them:

  • Research keywords: Use tools like Google Keyword Planner, SEMrush, or Ubersuggest to find keywords relevant to your industry, products, or services.

  • Focus on long-tail keywords: Long-tail keywords are phrases that are more specific and less competitive, making it easier to rank in search results. For example, instead of just using “digital marketing,” you could use “digital marketing services for small businesses.”

  • Avoid keyword stuffing: While keywords are important, overusing them can make your description sound unnatural and may harm your SEO ranking. Incorporate them organically.

Example:

Original:
"XYZ Marketing is a full-service agency offering a wide range of marketing services."

With keywords:
"XYZ Marketing is a full-service digital marketing agency offering SEO services, social media management, and content marketing to help small businesses grow their online presence."

In the second example, keywords like "digital marketing agency," "SEO services," and "small businesses" are naturally woven into the description to enhance SEO.

4. Highlight Your Products or Services

Clearly describe the products or services you offer. Be concise but detailed enough so readers understand what you provide. If you offer a wide range of services, you can list the most important or relevant ones.

Example:

"We specialize in custom website design, search engine optimization (SEO), and social media marketing to help businesses increase their online visibility and generate leads."

By mentioning specific services, the description not only provides clarity but also incorporates relevant keywords that improve SEO.

5. Focus on Benefits, Not Just Features

When writing your business description, focus on the benefits your products or services offer, not just the features. While features explain what your product does, benefits explain how it solves a customer’s problem.

Example:

Feature-focused:
"Our software includes analytics and reporting tools."

Benefit-focused:
"Our software provides real-time analytics and detailed reporting to help businesses make data-driven decisions and improve performance."

The second version highlights the value the customer will receive, making it more compelling.

6. Keep It Concise and Engaging

Your business description should be brief yet informative. Most readers will skim the text, so avoid long paragraphs or excessive details. Aim for a description that’s 100-250 words, depending on where it’s used. Here's how to make it engaging:

  • Use short sentences and bullet points for easy readability.

  • Incorporate a call-to-action (CTA): Encourage readers to take the next step (e.g., "Contact us today for a free consultation!").

  • Tell a story: If possible, use storytelling techniques to show your brand’s journey, mission, or values.

7. Include Your Location (If Applicable)

For local businesses, it’s essential to include geographical keywords such as your city or region. This improves local SEO and helps nearby customers find you.

Example:
"Based in Los Angeles, XYZ Marketing offers comprehensive digital marketing services to small businesses across Southern California."

By including specific locations, the business description can rank better for local searches like "digital marketing agency in Los Angeles."

Example of a Well-Crafted Business Description

Company: EcoFresh Cleaning Solutions
"EcoFresh Cleaning Solutions is a leading provider of eco-friendly cleaning services in New York City. We offer a wide range of residential and commercial cleaning options, including green cleaning, carpet cleaning, and office sanitation services. Using non-toxic, biodegradable products, we are committed to creating a healthier environment for both our clients and the planet. With over 10 years of experience, we pride ourselves on delivering high-quality services that are safe for your home and business. Contact us today for a free estimate and experience the EcoFresh difference!"

Key Takeaways:

  1. Target Audience: Identifies customers in need of eco-friendly cleaning services in New York.

  2. USP: Emphasizes the use of non-toxic products and commitment to sustainability.

  3. Keywords: Eco-friendly cleaning services, New York City, green cleaning, office sanitation services.

  4. Benefits: Highlights that the cleaning methods are safe and contribute to a healthier environment.

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Conclusion

Writing a compelling business description requires a clear understanding of your target audience, unique value proposition, and relevant keywords for SEO. By incorporating these elements, you can craft a business description that not only informs potential customers but also boosts your online visibility. Keep your description concise, focus on the benefits you provide, and use specific, strategic keywords to ensure your business stands out in a competitive marketplace.