How to Write a Great Business Description
How to Write a Great Business Description
Your business description is one of the most important parts of your Biztown listing. It tells potential customers who you are, what you do, and why they should choose you — and it also helps Biztown’s search system (and Google) match your business with the right users.
A strong description can mean the difference between being found — or being overlooked. Here’s how to get it right.
🧭 1. Start with the basics
Begin your description with a clear sentence that immediately tells people what you do. Avoid complicated phrases — keep it simple and direct.
Example:
“Paul’s Painting Services offers affordable, high-quality home and office painting in Durban and surrounding areas.”
That one line already tells users what you do, your focus, and your location — all important for helping Biztown match your listing to local searches.
🔑 2. Use relevant keywords naturally
When people search on Biztown, they use words like “plumber in Cape Town” or “wedding photographer near me.” Including those types of phrases in your description helps the system understand what your business offers.
Tip: Think about what someone might type to find your service, then naturally include those words.
Example:
“We specialise in interior painting, wall repairs, and roof coatings for homes and offices in Durban.”
This helps your listing appear when users search for those services — without sounding forced or “spammy.”
✍️ 3. Tell your story
People love authenticity. If your business started from passion, hard work, or a unique skill, share that briefly. It helps potential customers trust you and remember you.
Example:
“What started as a small family-run business has grown into one of Durban’s most trusted painting services. We’ve helped hundreds of homeowners bring colour and value back to their spaces.”
🧰 4. Focus on what makes you different
Highlight what sets you apart from other businesses in your field. This could be your experience, customer service, affordability, or speed.
Ask yourself:
- What do my clients appreciate most?
- What problem do I solve better than others?
Example:
“We pride ourselves on fast, reliable service — often completing projects in half the time of larger contractors, without compromising on quality.”
💬 5. Write for people, not just search engines
Even though keywords are important, your description should still sound natural. Write as if you’re explaining your business to someone face-to-face. Keep it conversational, friendly, and easy to read. Avoid using jargon or unnecessary buzzwords.
📍 6. Include your location and service area
Many customers on Biztown are looking for nearby businesses. Include your city, suburb, or region to make sure your listing appears in local searches.
Example:
“Based in Durban North, we serve clients across the greater eThekwini area.”
🧱 7. End with a clear call to action
Encourage users to take the next step — whether that’s calling, messaging, or visiting your store.
Example:
“Get in touch today for a free quote and let us help you transform your space.”
🧩 Putting it all together
Here’s an example of a complete, well-written Biztown description:
“Paul’s Painting Services offers affordable, professional home and office painting in Durban and surrounding areas. We specialise in interior painting, roof coatings, and wall repairs — always focusing on quality and reliability. What started as a small family business has grown into one of the most trusted names in our community. Based in Durban North, we proudly serve clients across the eThekwini area. Get in touch today for a free quote!”
This description:
- Uses natural keywords (painting, Durban, home, office, repairs)
- Shares a bit of story and personality
- Ends with a clear call to action
💡 Final Tips
- Keep your description between 100–250 words.
- Use short paragraphs or bullet points for readability.
- Avoid typing in all caps or using excessive punctuation (!!!).
- Proofread for spelling and grammar — first impressions matter.
✨ Remember
Your Biztown description isn’t just text — it’s your digital introduction to South Africa’s growing community of buyers and businesses. Take the time to make it clear, authentic, and keyword-friendly, and your listing will perform better in both Biztown search and Google results.