Be clear about what your business does

I found this business description when trundling around online the other day: “We are always doing something new. We have just started another in-house matrix programme that pays 100% fees back to members, who join in reverse order.”

What does your company do? Make it obvious!

The company’s name didn’t give a clue about what they actually did, either. Until I noticed they were classified in the business and finance category – which wasn’t particularly helpful but better than nothing – my best guess was they were flogging time travel.

Even if you only have 100 characters to describe your business, it makes sense to use some of them to tell people – and search engines – what you actually do rather than waxing so lyrical that the people reading it have absolutely no idea.