The Pitch: How to Create the Ultimate Business Description

By Alexandra Thompson, Operations Manager of

Crafting a killer business description is no easy feat. It requires you to summarize vital, meaningful, and useful company details in order for outsiders to catch a glimpse of how you run, or plan to run, your business. It’s crucial that you nail your company’s unique identity and directly market an accurate vision, especially if you’re enticing potential partners and leads to investing. If your description is not written with all of this in mind, you’ll have a slim chance of evolving your company.

This also applies even if you’re not in need of funding. It doesn’t matter what your reader’s intent is; honest and accurate impressions matter. This is what propels your brand towards lasting  success.

Typically, a business description will focus on the highlights: a brief overview of your company, the nature of your trade, both short and long-term goals, and your competitive edge. Saying that, have you ever seen a firm use the exact same format as another? No, they’re all unique. So the elements you include will vary depending on your brand’s DNA. Whichever way you plan to sell must work specifically for you in order to put your best foot forward. Combine this with direct, concise and engaging copy, and you have a recipe for a winning business description.

Take a look below at our tips for creating your pitch and our top business description examples.



Encapsulate all your vital company information from the get-go with a succinct and powerful sales pitch. Imagine you’re hosting a presentation with the intent to wow your clients, investors, or listeners. It’s crucial that you start with a compelling introduction that works to express key attributes in order for them to sit up and take note. Otherwise, they’ll just lose interest. This translates onto both screen and paper just as much as it does in person. So be sure to mirror this sentiment in your description and make your opening line the most effective it can be.



Take a more human approach and craft your business description in a way that tells a story. It’s a well-known marketing fact that people favor brand storytelling over a list of stiff facts. If you want visitors to connect with your brand and remember the information you tell, take them back to the start and indulge in a light-hearted yet meaningful tale. Saying that, not every company can interpret their starting point into an entertaining story – which doesn’t matter either. The takeaway point here is the style of writing, rather than the context. You can review examples to find that balance in telling a story but keeping the business at the forefront.



Reference future developments in areas such as production or technology that could potentially affect your business as it develops. Summarizing the pros and cons of any relevant advancement shows that you’re tapped into current trends and are aware of their implications. This consequently positions you a cut above the rest.



Be sure to outline how your product or service plans to address a common issue within your target market. You should focus on your USP (Unique Selling Point), describe the features and benefits of your product or service and, if applicable, talk about how your company differentiates itself from your competition.



Just because it’s business doesn’t mean you have to be solemn. While it’s important to execute some level of authority, do so in a way that shows excitement and passion. Your tone of voice should reflect how much growing this company means to you and what you wish to accomplish. This will ultimately allow your reader to connect with the project on a more personal level, thus ensuring they’re fired up to discover more.



Why not reject the traditional approach to business descriptions and instead opt for a letter from the company’s CEO? You’ll outline the same vital information about your company, but this time, it will be presented in a direct, personal way. This essentially humanizes the whole experience. Don’t be afraid to include headshots or a handwritten signature either, as this only fuels a more intimate connection.



Optimizing your website description is crucial in order for your business to rank high in online search engine results. It’s also a smart way to set your company apart from the competition, as 98% of online users will select a company on page 1 of their search results. If you’re not visible, you’ll have a smaller chance of bringing in a wider scope.

A vital part of your SEO strategy is the way you utilize keywords, because they ensure that search engines are able to identify the content of your site. By tweaking title tags and altering meta descriptions to feature relevant buzzwords, you will successfully boost your chances of appealing to the masses. Saying that, overstuffing will penalize your site, so be careful.



Be wary of crafting a company description that drones on, especially if your business has already accomplished a lot or been involved in a variety of projects. Take a company as fruitful as Google, for example. Instead of delving into an in-depth analysis of the past decade, they’ve highlighted the events that have helped to define their success. What’s more, they keep those details short and sweet. Although it’s clear why people would want to boast about their company’s inherent triumphs, remember that too much of a good thing, especially in the opening description, can be a turn-off. You can always include a thorough overview in a different section. Just don’t risk boring your audience from the first hook.



Finally, there’s a time and a place to stay humble, but your business description is not that place. If anything, it’s one of the more appropriate spots to boast about any certificates, acknowledgments or great reviews that you’ve received. It’s also a great place to namedrop if you have any influential clients that have recognized your enterprise to be a success. However, do keep in mind the previous tip on brevity – there’s a line between celebrating your achievements and going overboard.


Categories: Marketing
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