Businesses cannot avoid the internet; they must be present, somehow and somewhere. Whether that’s on social media, a dedicated website, or a page filled with listings, it is unavoidable. Amidst the crowd, standing out requires a succinct and concise dollop of copywriting, informing potential customers and convinces them that you’re the right resource for them.
Here are the things you should write in your business description to find a buyer. The main emphasis is on ensuring you’re an active business; specific language and inclusions keep any potential buyers alerted to the fact you’re a good buy and a good find.
Related: How to Prepare a Business Selling Memorandum
1) Who are you?
The business description must convey the specifics of a business. A writing service like EssayUSA may specify for whom the company ideally writes. Are they social scientist specialists? Mathematicians? Biologists? Or generalists?
Your business description doesn’t need to look like an autobiography, though a short personal introduction may be relevant and especially pertinent if you’re a small or family-run business. Sell that aspect. People love supporting small companies they can trust.
When business-people are searching for businesses, they generally like to acquire an active and trading one. A well-written description is one sign that the company is operational. Some buyers may be out for a revival job, bringing a company back from the dead. However, many would prefer something with a bit of life in it.
2) Who are your customers?
Further to the last point about who you are, ask yourself who your customers are. If you run a hi-tech business, customers may be less interested in an emotionally evocative description of your work-culture than some keywords and phrases relevant to your industry. Something only someone with knowledge would know about; this tip comes with the warning that jargon should render this text unreadable. Find the balance between expert and all-rounder.
3) Company overview and a business description
Certain websites exist which use web-scraping techniques for the creation of a telephone directory-style resource. What these spiders, or web-scrapers as they are sometimes known, do is search for tags and words on your website and then download them for future use.
In this instance, the scraper will likely target your ‘About Us’ page. This page is one of the most visited on any website in any genre. Why? Because the internet is a strange anonymous place where people are wary of being scammed. Thus, the ‘About Us’ section of your website needs to have a company overview and a business description.
4) The unmissable
Do not discount the following things from your description. Otherwise, readers will pass you by in lieu of a different company. The essential parts your business background must include are where you are from, where you operate, what you’re known for, and how long you’ve been in business.
By including these snippets of information, people who happen across your business while scanning social media or diving through Google searches will have instant nuggets of information in their memories. Afterward, when it comes to explaining the choice of a vacation destination, the customer will draw on your snappy descriptions because they stood out. Here’s a business description sample:
Yes, it’s an eco-apartment on a small organic farm, based on the edge of a national park, and we’ve been running since 1996.
It is easy for customers to choose your service once you’ve described it for them. If it is easy for customers to choose, then you’re likely doing ok. A profitable business is highly attractive to buyers. Besides, the selling part comes with views and clicks from search results, and that’s why you need eyes on your business for a successful sale. Make sure your website is easy to find by including these unmissable traits.
Related. How to Sell a Business That is Not Profitable
5) Social proof
People are distrustful. That’s unfortunate but a fact of life. If they’re parting with money, then all the more so. Social proof is a psychological and social concept that gives credence to your claims and wins you many followers.
Providing social proof in a short business description requires thinking laterally. Imagine where customers will find this description. It could be on your website, on a review website, on a listings page, or even a snippet in the search results.
Now imagine social proof; it could look like satisfied customers or a shining production line. The best way of proving the existence of these glorious facets of your business is through some excellent imagery. Go ahead and throw in your social media handle in the description like @yourinstagram or @yourtwitter. Encourage a click-through, so they know you do exist and do make the best custom radiator grills in Orange County.
Furthermore, social proof can mean linking with businesses you know or organizations you’re a part of in the area. Building connections between entities on the internet is a crucial part of building trust. More trust means more weight, and you can surely follow the logic from here.
6) Write some drafts
Earlier, we mentioned the different places business descriptions fit into the advertising ecosystem. It is unlikely that you will get the process right the first time. So drafting is essential. You may decide on a cookie-cutter approach across all potential platforms, though this would not be what we would recommend. It’s useful having several different profiles and descriptions on file that aim at diverse areas of the market. Save your drafts and review them over time.
7) The recap
Keep things simple, but don’t leave anything out. When selling a business, hopefully, you have enough social proof in your media archive and receipts that show how successful your business can be; hard times may have landed now, explaining why you want to sell it. But remember the good times, and promote that aspect on your social media, website, and business description. Celebrate all awards, even if they’re a few years old.
The Bottom Line
Selling your business requires a knowledge of the inner workings of the web. Make sure that your business description is formatted correctly for each specific place it’ll end up in. Ensure you include any social proof you have available, as this builds trust between yourself and a potential buyer. By doing this work for your potential suitors, you’ll demonstrate business nous, and it will push things towards a handshake that’ll seal the deal.
Make sure a cursory glance at your short business bio includes information like where you exist, how long you’ve been going for, what it is that you do, and how people can find out more about you. Don’t bombard people with hashtags or fluff, but find a happy medium where a curious reader will easily situate your business within their knowledge of the world.
BIO
Amanda Dudley holds a Ph.D. in History from Stanford University. In her work, she aids students with assignments through her work at EssayUSA.com. Her academic career centers on researching and lecturing on American and world history, as well as developing educational techniques for children with learning disabilities.
