“We are a leading provider of innovative solutions in the technology space.” That’s from an actual Google Business listing. I still don’t know what they do. Neither does anyone else.
Your business description appears on Google, Facebook, Instagram, LinkedIn, directories like Kisimenti, and your website. It needs to work everywhere, for everyone.
The formula
[Who you are] + [What you do] + [For whom] + [What makes you different]
Example: “Kigali-based catering company specialising in corporate events and weddings. We prepare traditional Rwandan and international cuisine for groups of 20 to 500, with full setup and service. Over 200 events delivered since 2019.”
That’s three sentences. No jargon. No “innovative solutions.” Anyone reading it knows exactly what this business does.
Good vs bad examples
Bad: “We leverage cutting-edge technology to deliver world-class solutions to our valued clients.” (What do they actually do?)
Good: “We design and host websites for small businesses in Rwanda. Professional sites from RWF 30,000/month, with domain and email included.”
Bad: “Premium quality. Excellent service. Customer satisfaction guaranteed.” (Every business says this.)
Good: “Mobile car wash in Kigali — we come to your office or home. 45-minute full interior and exterior wash. Book via WhatsApp.”
Tips
- Start with what you do, not your history
- Include your location — it helps local search
- Mention specific services, not vague categories
- Include a number if possible (years, clients served, price range)
- Keep it under 250 words for website, under 150 for social bios
- Write for humans, not search engines (but include keywords naturally)
Write it once, use it everywhere. Consistent business description across all platforms reinforces recognition and makes your online presence feel cohesive.