Writing your business description

The field is labelled About and your business name, for example "About Bloom Studio". It can't be left empty, and it's the main thing your agent learns from.

Write it as if you were briefing a new employee on their first morning. Cover:

• what you sell or do, in plain words;
• who your customers usually are;
• where you are, and how you deliver or serve;
• anything you want your agent to mention without being asked, such as free delivery over an amount, a booking policy or a returns window;
• anything you want it to steer clear of.

A good description: "We're a family-run bakery in Manchester. We bake fresh bread daily, custom celebration cakes and party trays. Custom cakes need 48 hours' notice and a 50% deposit. We deliver across the city for a flat £5, free over £60. There's no seating: everything is collection or delivery. If someone asks about wedding cakes over 100 servings, take their details and say a team member will call, because those are quoted individually."

A weak one: "We sell cakes and bread." It leaves your agent with nothing to work with, so it ends up offering to check with the team for most questions.