Don’t fall into the ‘Boring Business Profile’ Trap
The perfect business profile is another sales tool, which aims to get you more customers and more sales. It’s definitely not as time consuming as some sales tasks you will have to undertake but it does require a little effort to get it right.
In this article you’ll find 12 tips to help your business profile stand out from the crowd. To make the guide a little easier to use, I have rated each of the tips; easy, moderate or advanced. The ratings relate not just to the difficulty of the task but also the time it might take to implement the tip.
I recommend that you try and use all 12 tips on your profile, but if you want to carry them out over a few days rather than all at once, the ratings should give you an idea of what’s involved.
1. Use Good Quality Images (easy)
Your listing gives you the option to add 5 images to an Image Gallery.
The first image you upload will be your featured image, which shows at the top of your listing. The dimensions for this image should be 1920 pixels x 1080 pixels.
The remaining 4 images will be compiled in a Photo Gallery, which is placed below your business description, and pops out when clicked.
While you always want your images to be top notch, you should also be mindful of the size of your image files. Large image files can slow down how quickly a webpage loads, and you don’t want your listing page to load slowly; with this in mind, optimise your images before you add them to your Image Gallery.
2. Add ALT tags to Your Images (easy)
When you’re adding images to your listing you will be presented with the “Insert Media” screen. For every image you add, you have the option to set ALT text; an alternative text description of your image.
The ALT text ensures that search engines understand what your image depicts. With text descriptions search engines are able to add your image to their index and make it easier for people to find your products.
3. Start with a Headline (moderate)
Once you’ve added your images and all your contact details, the element you will spend most amount of time on is your business description.
To grab a reader’s attention you could start this description with a headline. An eye-catching line that neatly sums up your unique selling proposition (USP) and draws them into wanting to find out more.
You can even test out your headline with CoSchedule’s Headline Analyser if you want to go the extra mile.
4. Use H Tags to Structure Your Business Description (advanced)
H Tags or Heading Tags are available in the drop down menu to the left hand side of the editor.
Heading Tags let you structure your text into headings and sub-headings.
- The H1 Tag is applied automatically to your Business Name, so you don’t need to worry about that one.
- The H2 Tag should be used to make your headline stand out. Simply highlight the headline and choose Heading 2 from the drop down box.
- H3 Tags can then be applied to any sub-headings used in your description.
- Paragraph should be used for the remainder of your text.
5. Subtly Use the Formatting Options (easy)
The business description box has a mini content editor, which allows you to style and format your description.
You’ll recognise most of these tools from word processing but if you need to know what a button does simply hover your mouse over each button for a description.
You won’t need to use all these tools but even with simple tools such as bold text, italic text and bullet points you can instantly make your profile a lot more readable.
Website users scan read text, so formatting your profile is a good way to make sure more people read what you’ve written.
6. Consider Adding HTML Code (advanced)
If you know how to code, you could also add one or two HTML coded elements to your business description.
By default the business description will be set to the visual mode, but by changing this to text you can easily add in HTML coding.
This could be used to add a styled button to the bottom of your listing (see tip 7) or to add the embed code for a YouTube video into your listing.
7. Add “Call to Action” Buttons that Stand Out (advanced)
As shown above you can easily add a “Visit Our Website” button to the bottom of your listing. This provides a “Call-to-Action” (CTA) to your listing, which stands out from the regular text.
8. Use Keywords (moderate)
Keywords are the words that people use to find things online. The directory has what I call “smart search” capabilities; this means that unlike a lot of search engines that only skim search results from a few areas of the listing the directory’s search is thorough and will pull keywords, even if they’re hidden deep in your business profile.
To put smart search to good use you have to ensure you’re profile has all the relevant keywords for your business. If you’re a paper merchant, for example, you may want to include “FSC certified” as a keyword phrase, knowing that more and more designers and looking for paper stocks from sustainable sources.
Like any written text online it’s important that you don’t overstuff your business profile with keywords. They need to be there but you don’t want to go crazy and make your listing unreadable.
9. Don’t Skimp the Details (moderate)
Unlike a lot of directories there is no word limit placed on your business description. There’s a lot of reasons for this but chief amongst them is the fact that search engines look for quality of content on a web page.
Imagine you sell illustrated tea towels and you want to show customers your tea towels are the best tea towels they could buy, you may find that difficult to achieve in just a couple of sentences.
If your business profile is written with quality in mind it won’t just impress customers, it will also impress search engines, who will in turn send you more traffic.
There’s a lot of debate about how many words a webpage needs to get indexed on search engines, but taking a cue from SEO experts Yoast, aim for 300-700 words.
10. Answer Questions & Crush Doubts (moderate)
Unlike face-to-face conversations, a website is sort of like a one way conversation with your customer. This means that your profile needs to anticipate and answer any questions they might have about your business, products or service. For this reason it’s worth including information that will answer common questions.
You can also use your profile to eliminate any doubts that might stop them from contacting you or buying. For example, you could reduce fears of quality issues by offering a “100% Satisfaction Guarantee”; an easy way to demonstrate that any potential problems will be fixed with no stress or difficulty.
11. Link to a Landing Page (advanced)
Your business profile gives you the option to add a link to your website. You can also add a further link with a CTA button at the bottom of your description should you wish. While normally people would point these links to their homepage, you could consider instead sending people to a landing page.
A landing page is a webpage that serves as an entry point for your website. Marketers often use them as an entry point for advertisements, to encourage a result they desire. The result could be signing up to a mailing list in exchange for a freebie; requesting a catalogue and samples; or it could even be purchasing a special product offer. The first actions lead to getting contact details of a potential customer, the second action leads to a buyer.
When you’re optimising your listing, it’s worth thinking about what result you want, and how you can make it as easy as possible for people to reach that end result.
It’s also worth bearing in mind the commitment level of what you want. In our example above we’ve got two options for the visitor: giving their contact details or making a purchase. Spending money is the higher commitment and might not be as popular as a low commitment option of giving their contact information in exchange for a catalogue or freebie.
12. Keep it Fresh (easy)
The last tip to making the perfect Business Profile is to keep it fresh. Your business listing can be updated as often as you like and so it’s worth taking advantage of this.
To be relevant to the people who see your profile it needs to be up to date.
In the run up to Christmas showcasing your festive designs may work well, but if they’re still there in January when visitors are seeking Valentines products you’ll be missing out.
If you set aside just 20-30 minutes to update your profile and submit an offer for promotion when you have new products, or ahead of key seasonal events your profile will always be relevant; meaning you’ll have even more opportunities to promote your business and win more sales.