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This is How You Make an Impressive Business Description

Have you seen the about “us section” on the company website? Generally, this section contains certain company basic information, such as the company name, year of establishment, and even the company structure. What you see is what we will call the “business description”.

The business description is such as the face of the company as the first step for consumers, potential investors, or just a regular audience who wants to know more about the company. Therefore, the business description must be informative, useful, and attractive to impress the audience.

Then, how do you create a business description that can impress the audience? Let’s find out, then!

What is a business description

a little rectangular board written "description" on it
Source: www.dreamstime.com

A business description is one or more paragraphs that contain basic information about a company, such as what the company does, when it builds, its purpose, and what makes it unique.

The business description can also be in the form of a short story about how the company was established and what kind of background the establishment of the company is. No matter how it is delivered, the business description aims to impress the audience in one highlight reading.

Not only on the website, the business description or the company description is also one of the components in the business plan which is generally included in the executive summary.

Hence, the business description is not only to impress customers. We also talk about how to attract potential investors to fund the company. Again, they highlight your uniqueness.

There is no minimum or maximum paragraph to describe the company in the business description. You only need to make 1 or 2 paragraphs to make it short and simple. If you want to use more, make sure that only necessary and important information is included.

Remember! Audiences just need a highlight, not some sheets.

The importance of the business description

We know that a business description can be located on both the company website and the business plan. In general, the business description is meant to impress the audience, but specifically, the interests of the business description may be different.

The business description on the website aims to provide important basic information to the audience, for instance, customers or prospective employees. A good business description can convince customers that the company is full of integrity and deserves to be trusted.

Also for prospective employees, a business description can inform them about all stuff that is related to the work system, such as work culture, how many employees work, and so on. The business description on the website benefits both.

Then, for a business plan, the business description is surely useful to encourage potential investors. We know that the business plan is a means to find investors, so this business description will help them find out important information regarding the company.

If they are interested in the company’s business description, they will certainly be encouraged to find out more about the company by reading the whole business plan. The business description surely benefits all parties, whether company owners, customers, potential employees, potential investors or donors, etc.

That’s why the business description has to be well-well-arranged and attractive.

What you should include in a business description?

If you already understand what a business description is and why it is very important for the company, this is the time to find out what components must be included in the business description.

Generally, a business description contains the following components:

1. Business name

List the name of your company’s official name that has been registered with your state. If needed, you can also include the name of the owner and key members of your management team.

2. Business goals

Tell them about your goals. These goals would consist of short- and long-term goals. Don’t forget to set them as realistic as you can!

3. Target customers

Specifying the customers is a must! Try to identify the demographics of your target market, such as their interest, gender, age, need, etc. This would attract them and wait for the moment until they choose to be your loyal customer.

4. Company’s uniqueness

Explain is why your company different from the competitors. Also, visual what things that make your company appears in customers’ top of mind. The audience must understand the things that the competitors may not be able to fulfill, but you can fulfill them.

5. Location and opening time

Tell the audience where exactly your business is operating. They may need it for future purposes. You can also tell them what year you started your business.

6. Mission statement

The mission statement contains the reasons why you started this business. Tell them about your motivation for starting this business and why you should do it. This statement may be able to make the audience interested in your business because of the good intentions and motivation you have.

7. Products and services

What products or services will you offer to customers? What benefits will you provide them with your product? Highlight your products and tell them why they have to choose you rather than competitors.

8. Business structure (optional)

inform about what type of business you’re running. Is your business a sole proprietorship, corporation, or others? This component is optional, you can choose to inform it or not.

How to write a great and effective business description

Now, you already know that the business description plays an important role in attracting the interest of the audience. Hence, you need a powerful description so that the audience can easily be attracted.

So, here are some basic tips and steps for writing a great and effective business description:

1. Start with a basic outline

Start by informing about who you are, what company you operate, where it is located and since when. This is a great outline to let your audience know how exactly your company is.

Example: We’re Earthy Care and we’ve been recycling since 2007.

2. Tell them what you believe in this business

This component can be an interesting part because you can tell what makes you different from other companies. This is the part where you can spread out your uniqueness. It can be like principles, passion, innovation, or anything about passion and you believe in your business.

Example: We believe that the earth is the right place for us to live. It shouldn’t be filled with plastic that we end up destroying. Therefore, there is no better way than to reuse them.

3. Tell them why you started your business

People generally like a good founding story. There are various versions of the story when a business owner decides to start a business. they may be going through a difficult, frustrated, and tired moment.

So, show your frustration! Tell them about your process of going through a hard time, yet be realistic! Don’t show them the excessive!

Example: Earthy Care was founded because of our anxiety due to the large amount of plastic waste around us. They floated in the sea, scattered on the road, and even flew in the air.  Hence, Earthy Care initiated to innovate by managing and processing them into useful items.

4. Spread out your mission

The audiences commonly need to be reassured that you have the long haul plan. just like driving a car, a company has to own the destination that they will be driving to.

Your mission statement is like an assurance that your company will survive and last the journey. Until then, they choose your company to continue the journey.

Example: In the future, Earthy Care will work with all of you who would like to voluntarily collect as much plastic as possible, which can later be turned into goods with a sale value.

5. Include the encourage statement

It’s time to inspire your audience! The encouraging statement is just like a CTA (call-to-action) so that your audience decides to stop by and continue their curiosity about your business. Find out the appropriate sentences so that they can easily understand your encouragement.

Example:  If you are interested in saving our earth by looking for plastic waste, please contact Earthy Care at the phone number and address listed. Earth is for us and ours.

Business description examples

We’re Earthy Care and we’ve been recycling since 2007. We believe that the earth is the right place for us to live. It shouldn’t be filled with plastic that we end up destroying. Therefore, there is no better way than to reuse them.

Earthy Care was founded because of our anxiety due to the large amount of plastic waste around us. They floated in the sea, scattered on the road, and even flew in the air.  Hence, Earthy Care initiated to innovate by managing and processing them into useful items. We produce bags, plates, cover books, piggy banks, pencil cases, and more.

In the future, Earthy Care will work with all of you who would like to voluntarily collect as much plastic as possible, which can later be turned into goods with a sale value. If you are interested in saving our earth by looking for plastic waste, please contact Earthy Care at the phone number and address listed. Earth is for us and ours.

That’s a full explanation of the business description that you need to know. Whether on the website or business plan, the business description takes an important role because it affects the audience’s first impression of getting to know your company.

If you want to make the audience stop by and are curious about your company, go try to create an arranged, creative and impressive business description. Hope this article helps!

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