When you tell people about your company, they don’t always understand what you do - which means you need a better company description. It's never easy to write about yourself, so here are some tips.

What makes a company description bad:

• Using “corporate speak" – your customers will be, at best, unimpressed with your business jargon/buzzwords. At worst, they'll be confused.
• Forcing too much SEO into the description – a keyword or two is good (because SEO is important), but too many sounds stilted.
• Making everything about the product – don't make the customer work too hard to figure out how your product can help them. 

What makes a company description good:

• Clearly expressing your differentiation – explain to prospects why you're different from everyone else and therefore the obvious choice.
• Showing personality – aka don't be boring. No one likes boring.
• Talking to your ideal persona – tailor your language to your target market and when they search for a solution to their problem, you'll be easier to find.

You'll notice that a good company description is very customer-centric. You're writing it for them, after all – you already know what your business offers. Stick to explaining how you can help customers and why you're the best option to do so.

And make it blindingly obvious, because online – which is how prospects are finding you now – you get about 7 seconds to make a good impression.