Remember that someone may never have heard of your business, and don’t know what you offer. Opening your business listing description up by talking about your values and expertise without clearly identifying what you offer is a sure fire way to have someone move onto the next listing in your category. Make sure you clearly state what your business offers.
Don’t make your description about YOU. When people are searching for a business, they want to know what is in it for them. Clearly tell them.
For most industries, technical jargon only alienates your audience, so keep it simple. The easier it is to understand, the more likely you’ll gain a customer.
The Hook:
You may be one of hundreds of businesses who are listed in the directory for your category. As such, it is important to make your listing easy to find (both within the directory, and for people using an external search engine like Google).
Using the most appropriate keywords helps with this. Focus on your specific services. If you need to add a lot of keywords in, make sure you have a lot of written content around it. While there is no exact guide, a ratio of around 4% of keywords to content is recommended. And don’t make it spammy. We have a very strict policy on no ‘keyword stuffing’. It should look natural to both the reader and Google.
Your Business Pitch
Your business pitch is what grabs people’s attention, keeps them engaged and wanting to find out more. Once you’ve clearly identified what you offer, put your main selling points, or points of difference. When writing these, make sure they are focussed on your target market and what will benefit them.
Call to action
Quite often visitors to a website or directory won’t take action unless you prompt them to. It can be as simple as ‘call now’, or ‘visit our website’, or ‘take advantage of our great rates by calling us now’.
Other content ideas:
- Add several testimonials from satisfied clients – and send your listing to these happy clients and ask them to leave you a review.
- Have any well known clients? Add them in.
- Any special business highlights you can add?
- How long you’ve been in business.
The important thing is to make sure that you promote the things about your services and company that will make you look fantastic (without overdoing it).
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