No one can do what you do better than you, but… what exactly do you do? When creating a company description, you would, oftentimes, have problems summarizing your organization in a single sentence or find yourself at a loss for words. Knowing how to construct a business plan’s company description will help you to interact with lenders, investors, employees, and potential customers. For starters, the company description portion of your business plan is the second piece, following the executive summary. It contains important information about your firm, such as where it is located, how big it is, what it does, and what it hopes to achieve. It also defines the company’s goal and direction so that potential lenders and partners may get a good idea of who you are. But then, there is more…
In this post, we will go over a comprehensive explanation of what a company description is with examples and how to craft one for a business plan without stress.
What is a Company Description?
A company description (sometimes known as an “about me” or “bio” section) is a general summary of your firm as well as who you are as a business owner. Anyone who reads your company description should have a good understanding of what your firm does and the gap you’re trying to fill.
What Should You Include?
Although the specific parts included in your company description may vary, some are more prevalent than others and should almost certainly be included:
- Company Name— Your company’s formal name as registered in the state where you do business.
- Company Structure— Examples include sole proprietorship, LLC, partnership, or corporation.
- Management and Ownership— Names of the major people behind the company’s ownership and management.
- Company Location— What is the location of the company’s headquarters?
- Firm History— When was your company founded, what motivated you to establish it, and what need does your company fill?
- Mission Statement— A mission statement is a concise statement that expresses your company’s purpose.
- Products/Services and Target Market— A summary of what you intend to sell and to whom.
- Objectives— A summary of what you aim to achieve in the near future based on the information in the rest of the business plan as well as your long-term growth goals.
- Vision Statement— A vision statement is a statement about how you see the company’s future.
Why is this Important?
Writing a proper company description is essential for promoting your firm, whether it’s for a business plan to attract investors or for the bio section of your website. People want to be greeted with a short passage that explains what your company stands for and what the brand hopes to achieve when they visit your website, social media page, or other online presence.
Your brand will appear unprofessional without a clear company description, giving your readers the impression that you are inconsistent. Although the thought of writing a company description may seem intimidating or time-consuming to a ton of business owners, it is a crucial step that they must all complete at some point. Along with crafting a great company description, you should also provide your managers and supervisors with an easy-to-use software platform that allows them to quickly and easily create and send personnel schedules. Let’s look at few instances of company descriptions quickly.
Examples of Company Descriptions
Now that you know how important it is to have a strong company description, let’s look at a few examples of company descriptions that do a wonderful job of upholding the firm’s beliefs and principles while also holding the reader’s interest.
Analyzing real-world examples by firms is the best way to understand how to properly construct a company description. This way, you’ll have a better understanding of how they’re supposed to be built as well as exposure to the various forms they can take. This is because, at the end of the day, there are various types of businesses, each with its own distinct approach to business descriptions. Pay close attention to the examples below, which show how to construct a company description for your website that fits your brand well.
#1. Google
Google’s statement above is one of the great examples of a business producing a company description that reflects the company’s principles while also capturing what the brand stands for. Google is noted for its simple, clean style and for not cluttering the screens of its visitors with unnecessary information. And, as you can see from their company description, they kept that idea in mind when writing it.
#2. McDonald’s
This example from McDonald’s demonstrates how one of the world’s most recognizable restaurant chains handles their company description. They recognize that their history is far too extensive and rich with detail to be adequately explained in a single paragraph, so they kept it brief and to the point by describing how their founder founded the company that has grown to become the conglomerate it is today.
Another intriguing feature may be found near the bottom, where visitors are encouraged to keep reading to learn more about the company’s history. This allows firms with a long history, such as McDonald’s, to delve deeper into the company’s history and discover more about how they got to where they are today. Even if your company isn’t quite there yet, it’s never too early to gain a sense of what’s to come.
#3. Whole Foods
Whole Foods and their ability to transmit the experience of being a progressive, sustainability-focused food distributor to each of their readers adds a little more spice (literally) to their company description. While Google’s message was short and sweet, and McDonald’s gave visitors a taste of their extensive history, Whole Foods used a more amusing tone while still getting through what they stand for and what they aspire to achieve. This company description does the job, and if you’re a retailer with a diverse range of items and services, you should pay special attention to what they’ve accomplished.
#4. HubSpot
A concise overview of HubSpot’s mission and what it accomplishes can be found on the company’s profile page. HubSpot argues that the company’s objective is to help businesses develop through its specialized inbound software in just a few words.
#5. Landed, Inc.
The vision statement on Landed, Inc.’s About Us page reads, “If we want stronger schools and safer communities, we must assist those who make it possible.” Following that, they discuss their background before moving on to their mission statement and company description. The latter is described in bullet points in its own section, making it easy to identify and understand for prospects.
#6. H&H Wealth Management
The founder of H&H Wealth discusses what sets her apart from other licensed financial planners on their website’s “Why Us” page, as well as how her clients benefit from her unique perspective. She also makes a pledge to her clients, which establishes the tone and expectations for the service to be provided. As a result, rather than sounding like a vendor, the tone is that of a partner.
#7. Tesla
Tesla discusses when it was started, its aim, and the types of products it specializes in this description. It also includes information on the company’s history and how it has continued to develop while maintaining its core beliefs.
#8. Authentique Agency
Because they understand that collaborating with an agency (and choosing which one to collaborate with on top of that) is a huge decision for scaling businesses, Authentique Agency delivers a lot of information upfront for its customers. It not only tells you about the company’s beliefs but also about its long history in the industry and its key goals while working with clients.
#9. The Cru
The Cru is a service that links members with other women who share similar interests in order to foster personal and professional growth. As a corporate profile, they employ a “Our Story” page, where the founder describes how the company came to be and how she now has her own “Cru” (a play on the term “crew”). This overview demonstrates how valuable the service is. The style of the “letter from the founder” is likewise quite personable and welcoming.
#10. H.J Russell & Company
“H. J. Russell & Company, founded over 60 years ago, is a vertically integrated service provider specializing in real estate development, construction, program management, and property management,” says H.J Russell & Company in its description. In the last sentence, it also states its values, giving you a quick overview of the company’s values, primary value proposition, and leadership status in just a few sentences.
#11. Carol H. Williams
Carol H. Williams, an advertising agency, does not have a formal company description or a “about” page. It does, however, give a snapshot of the company’s culture on its “Team” page. It promotes its basic ideals and employs fashionable lingo (“#squadgoals”) to demonstrate that it is current.
Rules for Writing a Company Description for your Business
While the examples above are helpful in providing a visual representation of what an effective company description should look like, you’ll still need rules to guarantee that the description you’re creating is reaching its goals. Pay special attention to the following guidelines for drafting a company description, and you’ll be up and running in no time!
#1. Use the Same Tone and Voice as Your Brand
A tattoo parlor’s business description will not be the same as an office supply store’s, and a dance studio’s business description will not be the same as a furniture store’s. If you want your company description to be effective, you must find out how to best represent the culture and vitality of your firm through words. And by effective, I mean that an interested potential consumer should be able to get a sense of what you’re all about just by reading the company description.
To give you a sense of what I’m talking about, imagine you own a boxing gym that specializes in teaching newcomers the foundations of the sport. You’re aware that some people are afraid of coming to a boxing gym, and that this anxiety prevents some people from attending despite their true interest in the sport.
So make it clear in your company description that your gym is a “judgment-free zone” where everyone is welcome, regardless of their experience level, age, or general state of fitness. Readers will be confident that your gym is a welcoming setting where they will not feel unwelcome. In this case, you’ll need to express to your readers your gym’s culture of openness and inclusion so they don’t feel scared about enrolling. This is just one example of how businesses should match their brand’s tone and voice to their company description.
#2. Make It as Brief as Possible
Whether you’re a multibillion-dollar corporation or an up-and-coming entrepreneur looking to establish a name for yourself, do yourself a favor and keep your company description as brief and to the point as possible. If you’re a writer at heart and want to take your readers on a Shakespearean voyage through the history of your organization, save it for your autobiography.
Remember that these visitors came to your site or social networks to learn more about your and its offerings, not to read a novel. When people start reading your company description and come face to face with a multi-paragraph piece, there’s a good possibility they won’t finish reading it and will abandon the page or the entire site. As a result, try your best to keep it brief and avoid encumbering readers with unnecessary information.
#3. Be Enthusiastic About It!
This is your company. You put in hundreds, if not thousands, of hours, missed key social responsibilities, spent your entire life savings…you get the picture. For however long you’ve been working at it, this business has been your entire life, therefore it’s only right that you do your business (and yourself!) some good by demonstrating your enthusiasm and passion in the company description.
Now, I understand that not everyone is a writer, so pay attention to the following tip, which can considerably assist you in expressing your enthusiasm for your firm through words.
#4. Make It Unique
Include a line about how you’ve always wanted to work with vehicles since you were a kid if you own an auto business. If you own a gym, tell a story about how fitness helped you regain your confidence after being bullied in high school. You get my drift.
When you provide this kind of information, your readers will establish an emotional bond with your company, making them more inclined to buy your products and even become loyal consumers.
#5. Include Only the Most Important Details
“Well, which information should I write about?” you might be thinking now that you know a company description should be brief and sweet.
For starters, you have a tight relationship with your company and are familiar with all of the aspects that keep it functioning, so it’s reasonable that you’re unsure which piece of information should come first. But, as an example, you should just provide the most vital and relevant information on how your company is managed. In other words, if you manage a pizza delivery restaurant, your company description should emphasize your commitment to both preparing fantastic pizzas and ensuring that they are delivered on time.
Take some time to consider the most important aspects of your business, then write them down so you can refer to them in your company description. If it helps, imagine your business description as an elevator pitch in which you have a limited amount of time to speak about it and can only mention the most significant details.
#6. Revise
This one may seem self-evident, but you’d be amazed how many professionals publish written content without even performing a spell-check. As a result, I strongly suggest you double-check your written work for any grammatical or spelling errors, as well as any material that you may have overlooked. If you need some assistance, check out Grammarly and the Hemingway app. Both platforms were created from the ground up with the goal of assisting writers in catching minor errors and suggesting terminology that would be a better fit for the text.
How to Write Your Business’s Company Description for Your Business Plan
While company descriptions are fairly similar regardless of where you plan to use them, writing one for a business plan should be approached with caution because it is intended for the eyes of investors and will help determine whether or not your company receives money. If you’re writing a company description for a business proposal, don’t forget to include the following details:
- Whether it’s a sole proprietorship or a limited liability company,
- The company’s physical location
- Your whole product line, as well as your services
- Who are your company’s managers, as well as other essential people?
- The mission statement of your company
- What you want your company to achieve in the near future, as well as a realistic time frame for each goal.
- The company’s history, including when it was started, how long it’s been in operation, and so on.
Final Thoughts
To put out a solid company description, you don’t need to be an incredibly skilled writer. All you have to do when writing it is keep each of the main components in mind to ensure you hit all of the important points and deliver all of the important information to your reader. If you run into any more problems when creating your company description, keep this page handy so you can refer to it quickly!
Remember that a great company description is pointless unless you have exceptional employees that are prepared to go above and beyond to make your company profitable. Why not make it easier for them to work by providing an employee scheduling tool that allows them to exchange shifts as needed and allows managers and supervisors to easily set schedules? Consider Deputy, a software platform that performs all of the above and even allows consumers to try out the platform before purchasing so they know exactly what they’re getting into.
What Should I Write in Company Description?
Some elements of a good company description include;
- Company name.
- Type of business structure.
- Owners.
- Location.
- Company origin story.
- Mission statement.
- Offered services/products and target audience.
- Short-term objectives.
How Do You Describe Your Business Description?
The purpose of the business description is to give an overview of the company, including
- What it does and how it differs from others in the same industry.
- Names of the company’s owners, as well as any senior-level workers.
- The company’s headquarters’ address.
- When did the company start?
- Whether it’s a sole proprietorship or a limited liability company (you can start an LLC online if needed),
- The company’s physical location
What Features Are in a Company Description?
Some prominent features in a company description include;
- Vision/mission statement
- Date of Inception
- What you do (items and/or services) should be described in detail.
- History, progress, and development in a nutshell
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Some elements of a good company description include;
- Company name.
- Type of business structure.
- Owners.
- Location.
- Company origin story.
- Mission statement.
- Offered services/products and target audience.
- Short-term objectives.
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- Company name: Your company’s formal name as registered in the state where you do business.
- Company Structures: This may be in form of sole proprietorship, LLC, partnership, or corporation….
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- The company’s headquarters’ address.
- When did the company start?…
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