750 wasted characters

750 wasted characters

Meet a CPA in Boston whose business description read like a mission statement. "We strive to deliver excellence with integrity." Beautiful. Useless. Not a single keyword, not a single city.

That 750-character field is prime real estate.

The rewrite playbook:

— Front-load the first sentence with your service and city — it shows before the "more" cutoff
— Name your top three services in natural sentences, not a list
— Mention the neighborhoods and suburbs you serve
— Drop the adjectives ("excellence," "passion") and add specifics ("tax prep for freelancers," "S-corp filings")
— Never keyword-stuff — Google flags it and it reads like spam

We rewrote it in twenty minutes. Then two flat weeks while it re-indexed.

Week three his profile started matching service-specific searches — "S-corp accountant Boston," "freelance tax help Back Bay." The vague mission statement had been invisible to all of them. Twenty extra qualified calls a month.

The lesson: nobody searches for "integrity." Your description should answer what you do, where, and for whom — in the first sentence, before the fold.