Writing your business description

Your description is the whole brief. Everything on the finished website (the pages it has, the services it lists, the tone it takes, the imagery it chooses) is derived from what you write in that box. Time spent on the description is the cheapest time you will spend on the website: it is easier to write a fact once here than to correct it in several sections later.

What to include

Five things carry most of the weight:

• What you do: in the words your customers would use, not an industry label.
• Where you do it: the town, city or region you serve, if location matters to your customers.
• What you offer: name the individual services or products. Each one you name can become a section or a page; each one you leave out cannot.
• Who it is for: homeowners, small businesses, a particular profession. This shapes the tone and the examples.
• What you want visitors to do: request a quote, book an appointment, call you, place an order. This decides the calls to action and where they appear.

A weak and a strong description

Too thin

Instantsite has to guess at almost everything here, so the result is a generic website that could belong to any cleaning company:

Enough to work with

This names the services, the area, the customer and the goal, so the planner can build a structure around them:

How long should it be

A few sentences to a short paragraph. There is no advantage to writing a page: the generator is reading for facts and intent, not for style. Aim to name every service you want represented, and stop.

Writing in your own language

Write the description in the language you want the website to be in. Instantsite detects the language of what you wrote and generates the website in it: the headings, the body copy, the buttons and the metadata.

Write consistently in one language. A description that mixes two gives the detector conflicting evidence.

What not to put in

• Customer reviews, ratings, awards or certifications. Sections that carry those claims are generated empty on purpose and are yours to fill in with real content. See how website generation works.
• Design instructions such as specific hex colours or font names. Colours and typography are set in the editor, where you can see the result.
• Long lists of page names. The planner decides the structure; you can add, rename and remove pages afterwards.
• Prices you are not ready to publish. They are easier to add in the editor than to remove from every section.

What comes back

The generator writes 5 pages. You can add more of your own, to a total of 7 per website. Each page is built from sections chosen for the kind of business you described, with the content written to match.