You’ve launched a business. Congratulations! Now you must tell the world about it. From creating a website to establishing social media accounts, you have a lot of work ahead of you. One of the most critical tasks is writing a clear and engaging business description. 

This summary introduces your business to potential customers, so taking your time and getting it right is crucial. In this guide, we’ll discuss how to write a business description that captivates readers while covering what your target audience needs to know. 

Before writing, consider using a business description template to help organize your thoughts. Numerous’s spreadsheet AI tool can help you with this task. This easy-to-use tool can help you brainstorm ideas for writing a business description. Then, it can help you organize the information you want to include in your description to make the writing process smoother.

Table Of Contents

• What a Business Description Should Include

• 8 Places Where You’ll Need a Business Description 

• A Step-by-Step Guide to Writing a Great Business Description

• Make Decisions At Scale Through AI With Numerous AI’s Spreadsheet AI Tool

What a Business Description Should Include

Your Business Name and Legal Structure

Start by clearly stating your business name and legal structure. This sets a professional tone and tells readers how your company is formally registered. 

Examples 

• “Oasis Finance Company is a private limited company based in Lagos, USA .”

• “Rexx Tech is a freelance-led creative agency registered as a sole proprietorship.” 

Why it matters

Investors, partners, and clients want to know what type of entity they’re dealing with—whether it’s a startup, LLC, nonprofit, or something else. This information adds legal clarity and helps establish credibility from the beginning.   

Location and Areas Served

Next, state where your business is headquartered and what geographical areas it serves. This will help readers quickly understand the reach and scope of your operations. 

Examples

• “Headquartered in Nairobi, we serve clients across East Africa and the UK.” 

• “Our restaurant operates in Abuja and offers delivery across the city.” 

Why it matters

It’s not just about where you are—it’s also about where you’re relevant. Whether you're a global e-commerce business or a hyperlocal bakery, this shapes how your audience sees your accessibility.   

What You Do (Core Offering)

This is the heart of your description. You need to summarize your main product or service clearly and confidently. Avoid buzzwords or vague phrases. Be direct about what problem you solve or what value you create. 

Examples

• “We help small businesses build stunning, conversion-driven websites using Webflow and FlutterFlow.” 

• “We provide debt restructuring and HELOC repayment services tailored to homeowners with financial constraints.” 

Why it matters

This is the part most readers are scanning for. It should be clear, unique, and instantly understandable — even by someone outside your industry.   

Who You Serve (Target Audience or Niche)

Every good business description includes the specific group of people or businesses for which your product or service is built. This shows clarity of purpose and market fit. 

Examples

• “We serve busy working moms looking for flexible work-from-home data entry jobs.” 

• “Our platform is built for university students who want to exchange items, sell products, or access campus-specific services.” 

Why it matters

This is where you separate yourself from being a generalist. Knowing your audience shows strategic intent and tells the reader that you’ve built something for someone, not just for everyone.    

Your Mission or Core Focus

Your mission isn’t a slogan. It’s a statement that answers why your company exists, beyond just making a profit. It’s your north star and should reflect what drives your work and decisions. 

Examples

• “Our mission is to empower students to become campus entrepreneurs through peer-to-peer commerce.” 

• “We exist to simplify financial recovery for homeowners through accessible, transparent debt support.” 

Why it matters

Your mission creates an emotional connection for investors, partners, and socially aware customers. It also helps guide your long-term strategy and brand story.    

What Makes You Different (Value Proposition or Edge)

Now that the reader knows what you do, it’s time to show them why you are better than the alternatives. This is your competitive edge — what makes your business memorable or more valuable. 

Examples

• “Unlike traditional rehab centers, we combine luxury, privacy, and evidence-based addiction care in a tropical setting.” 

• “We’re the only mobile-first platform that lets students book services, buy goods, and track deliveries with riders in real-time.” 

Why it matters

Many businesses offer similar services. Your edge is what helps customers choose you over the rest. It could be your method, your team, your pricing model, your technology, or even your tone.  

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8 Places Where You’ll Need a Business Description 

1. Your Website’s “About Us” Page: Write to Build Trust 

Your About page is the heart of your digital storefront. It’s where customers get a feel for who you are, what you stand for, and whether they can trust you. This is your chance to let your brand voice shine. 

How to write it

• Use a conversational, warm tone. 

• Tell your origin story, what you offer, who you help, and why it matters. 

• Include your mission and values in a way that feels natural. 

• Avoid corporate jargon unless that’s part of your brand identity. 

Example

“We started as two friends building digital tools from a garage in Austin. Today, we help hundreds of small businesses streamline operations and grow faster using intuitive no-code systems and automation strategies.” 

2. In Your Business Plan: Write to Attract Investors 

Your business plan is written for a formal audience — potential investors, lenders, partners, or internal stakeholders. This version of your business description needs to be crisp, informative, and professional. 

How to write it

• Lead with facts. 

• Clearly state your business structure, industry, target market, offering, and growth plan. 

• Keep it mission-aligned but results-focused. 

• Don’t worry about emotional storytelling — clarity matters more here. 

Example

Formed in 2022, Alto Analytics LLC is a SaaS company based in Denver that develops AI-powered tools to help B2B teams automate content generation and data analysis. The company targets marketing teams in the U.S. and Canada, offering subscription-based software and enterprise integrations.” 

3. In Your Pitch Deck or Investor Proposal: Write to Impress Quickly 

When pitching your business to investors, your description must deliver high-impact understanding in seconds. It’s essentially your elevator pitch in writing—short, sharp, and focused on opportunity. 

How to write it

• Boil down what you do, who you serve, and what makes you scalable or disruptive — all in 1–2 sentences. 

• Prioritize clarity over creativity. 

Example

“Numerous is an AI-powered spreadsheet tool that helps content and eCommerce teams automate tasks like SEO writing, product categorization, and data clean-up — directly inside Google Sheets and Excel.” 

4. On Social Media Bios (LinkedIn, Instagram, X, etc.): Write to Capture Attention 

Most platforms limit you to under 160 characters, so your bio needs to be punchy, direct, and compelling. This is often the first impression you make. 

How to write it

• Focus on benefits, not features. 

• Say what you do, who it’s for, and why it matters — in as few words as possible. 

• Use emojis or casual language if your brand is playful. 

• Keep it sleek and keyword-rich if it’s more professional. 

Example (Instagram)

📊 Automate your spreadsheets | 🧠 AI-powered | 🚀 Save hours on content + data 

Example (LinkedIn)

We help marketers and operators automate spreadsheet work using AI, from SEO to inventory cleanup. 

5. On Google Business Profile or Online Directories: Write for SEO 

These descriptions are for people actively searching for businesses like yours. They need quick, local, service-oriented information. 

How to write it

• Use simple, direct, and SEO-friendly phrases. 

• Mention your location, services, and what sets you apart. 

• Keep it easy to scan and free of industry slang. 

Example

“We’re a Los Angeles-based software company that builds AI-powered productivity tools for marketers, analysts, and eCommerce teams. We help businesses reduce manual work in spreadsheets using automation.” 

6. In Email Signatures or Outreach Messages: Write to Set the Tone 

Your email signature (or the intro line in outreach emails) is a subtle but powerful place to include your business description. It often sets the tone for how people perceive your company. 

How to write it

• Keep it extremely brief — one line max. 

• Mention your core offering or impact. 

Example

“Helping teams automate spreadsheet workflows using AI-powered tools.” Or: “Founder, Numerous AI spreadsheet automation for marketers and operators.” 

7. In Grant Applications or Program Submissions: Write to Showcase Your Mission 

When applying for grants or accelerator programs, your business description should center around your mission, impact, and relevance to the program goals. 

How to write it

• Focus on who you serve, your problem, and why your work matters. 

• Keep language accessible, even if you’re in a technical space. Assume the reader doesn’t know your industry. 

Example

“We build tools that empower non-technical teams to automate complex spreadsheet tasks using AI. Our work helps small businesses save time, reduce errors, and improve decision-making — without needing to hire developers.” 

8. In Press Releases or Media Kits: Write for Clarity and Polished Prose 

Journalists and media professionals use your business description when introducing you to their audience, so this version needs to balance clarity with polish. 

How to write it

• Keep it third-person and avoid informal language. 

• Include your company name, what you offer, your target audience, and one or two unique value points. 

Example

“Numerous is a U.S.-based AI productivity company that enables teams to automate spreadsheet work directly inside Google Sheets and Excel. Used by marketers, analysts, and eCommerce brands, Numerous helps companies write SEO content, clean data, and categorize products at scale — with no code required.” 

Numerous: The AI-Powered Spreadsheet Tool for Scaling SEO Content Creation  

Numerous is an AI-powered tool that enables content marketers, Ecommerce businesses, and more to do tasks many times over through AI, like writing SEO blog posts, generating hashtags, mass categorizing products with sentiment analysis and classification, and many more things by simply dragging down a cell in a spreadsheet. 

With a simple prompt, Numerous returns any spreadsheet function, complex or straightforward, within seconds. The capabilities of Numerous are endless. It is versatile and can be used with Microsoft Excel and Google Sheets. Get started today with Numerous.ai so that you can make business decisions at scale using AI, in both Google Sheets and Microsoft Excel. Learn more about how you can 10x your marketing efforts with Numerous’s ChatGPT for spreadsheets tool.

A Step-by-Step Guide to Writing a Great Business Description

Step 1: Start With Your “What” and “Why”

Begin by stating what your business does as clearly and plainly as possible. Then, add why it exists. This will help your audience quickly understand your purpose and offering. 

What to include

• Your product or service, the market needs you’re addressing 

• Your motivation for starting (if relevant) 

Example

“We create personalised debt repayment plans for homeowners struggling with HELOC loans, helping them regain financial freedom faster.” 

Why this matters

You answer two core questions in the reader’s mind: 

• What do I do? 

• Why should I care? 

This step ensures clarity from the very first line. 

Step 2: Define Your Audience 

Your business isn’t for everyone, and that’s a good thing. Identifying who you serve shows that you understand your niche and helps your reader know if you’re relevant to them. 

What to include

• Your primary customers or users 

• Any defining characteristics (location, income level, lifestyle, industry) 

Example

“We serve middle-class families and working professionals in the U.S. who are looking for affordable debt solutions without compromising their financial goals.” 

Why this matters

• A generic business description blends into the crowd. 

• A targeted one sticks, because people can immediately see that your business was built with them in mind. 

Step 3: Explain How You Do It 

Next, briefly overview your approach, process, or platform. Don’t dive into operational details—just explain how you deliver your promise. This will help people understand the engine behind your business and what makes your method effective or different. 

What to include

• Key methods, tools, or models you use 

• Delivery process (online, in-person, mobile app, subscription, etc.) 

• Any unique technology, system, or approach 

Example

“We use an AI-powered platform to analyse each customer’s loan profile and recommend personalised repayment paths, paired with live support from certified advisors.” 

Why this matters

• You’re moving from what and for whom to how, creating transparency and building trust. 

• It also sets you apart from others who offer a similar service but may use outdated or inefficient methods. 

Step 4: Highlight What Makes You Different 

Now it’s time to show off your competitive edge. This is your unique value proposition — why someone should choose you over similar options. It could be your speed, technology, background, values, or pricing model. 

What to include

• Your strongest selling point 

• Any data, social proof, or quality assurance 

• Comparison to traditional alternatives (if helpful) 

Example

“Unlike traditional agencies, we deliver complete websites within 10 days using no-code tools — saving our clients time and cutting development costs by 50%.” 

Why this matters

This is where your description goes from informative to persuasive. If someone’s reading multiple business profiles, this is the part that makes them remember mine. 

Step 5: Wrap It With Impact (Optional but Powerful) 

Add a statement reflecting your mission, results, or long-term vision to close your description. It brings a sense of completeness and gives readers a reason to care, beyond just the transaction. 

What to include

• Mission-driven language (if aligned with your brand) 

• Aspirational goals or big-picture impact 

• A short statement of your commitment to customers 

Example

“Our goal is simple: to make financial recovery less intimidating and more accessible for every household in America.” 

Why this matters

It ties everything together and gives your business a sense of heart, ambition, or purpose. This can make a big difference for specific audiences, especially investors or social-good platforms.  

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Make Decisions At Scale Through AI With Numerous AI’s Spreadsheet AI Tool

Numerous is an AI-powered spreadsheet tool that helps content marketers and eCommerce businesses complete tasks at scale. With Numerous AI, you can start writing SEO blog posts, generating hashtags, mass categorizing products with sentiment analysis and classification, and much more. The capabilities of Numerous are endless. It is versatile and can be used with Microsoft Excel and Google Sheets. Get started today with Numerous.ai so that you can make business decisions at scale using AI in both Google Sheets and Microsoft Excel. Use Numerous AI’s spreadsheet AI tool to make decisions and complete tasks at scale. 

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