How long should my business description be?

Under forty words, short enough to say in one breath.

What if I genuinely do many different things?

Describe the one that brings in most of your revenue and let the others appear later on the page.

Should I mention how I do it?

Only if the method is the reason people choose you; otherwise lead with the change the customer gets.

Can I use my explanation in more than one video?

Yes. Use it to open a homepage film, close a service film and start a weekly question series.

How to Explain What Your Business Actually Does

If people nod politely when you describe your work, the problem is the sentence, not the business.

Explain your business by naming who it is for, the problem they have, what you do about it and what changes afterwards — in that order, in plain words, in under forty. Most descriptions fail because they start with the method ("we are a full-service consultancy") instead of the person and their problem. Lead with the customer, describe the change rather than the process, and cut every word that would need explaining to someone outside your industry.

Free to write and rewrite. Credits are only used when you generate.

Why your current description is not landing

There are four failure patterns, and nearly every unclear description is one of them.

The first is category-speak: naming what you are rather than what you do. The second is process-speak: describing your method, which only interests people who have already decided to buy. The third is everything-speak: listing nine services so nobody remembers one. The fourth is invisible-customer: a description with no person in it at all.

Category-speak: "We are an integrated brand agency." Nobody knows what arrives.
Process-speak: "We run a discovery-led four-phase methodology." Not yet.
Everything-speak: nine services, no memory.
Invisible customer: no named person means no reader recognises themselves.

The framework: four blanks, in this order

Fill these in, in order, and read the result out loud. If a sentence needs a breath in the middle, it is too long.

Template: "We help [who] who [stuck point]. We [what you do], so that [the after]."
Read it to someone outside your industry. If they ask a clarifying question, that is your next edit.
Test it against your own price: could someone repeat it to a colleague who controls the budget?

Blank	The question it answers	Rule
1. Who	Who exactly is this for?	Name a recognisable person or business, not a market segment
2. The stuck point	What is going wrong for them today?	Describe it the way they would over a coffee, not the way you would in a proposal
3. What you do	What do you actually do about it?	One action verb. No methodology names
4. The after	What is different once you have?	A change they can see, ideally with a number or a time

Then join the four with as few words as possible, and delete anything that needs explaining.

Three finished examples, from three different trades

Each one below shows the weak version first, then the filled-in framework, then the sentence a customer could actually repeat.

Notice what is missing from all three: adjectives, methodology names and the word solutions
Each one contains a person, a moment of pain, one action and one visible change
Each is short enough to say on a phone call without notes

1. AN ACCOUNTANT
Weak: "We are a full-service accountancy practice offering compliance, advisory and tax planning solutions."
Who: owner-managed trades businesses turning over £200k-£2m.
Stuck point: they find out what they owe in January, and it is always more than expected.
What you do: quarterly numbers and a tax figure kept up to date all year.
The after: no January surprise, and decisions made with real numbers.
Finished: "We look after builders and trades businesses who only find out their tax bill in January. We keep the numbers current all year, so you always know what you owe and what you can afford to take out."

2. A COMMERCIAL CLEANING COMPANY
Weak: "Bespoke facilities management and hygiene solutions tailored to your requirements."
Who: offices between 10 and 100 desks.
Stuck point: cleaners come, but the same things keep getting missed, and nobody wants to police it.
What you do: a fixed checklist per visit, photographed, signed off.
The after: the office manager stops chasing.
Finished: "We clean offices of 10 to 100 desks where the same things keep getting missed. Every visit follows a checklist and gets photographed, so your office manager stops chasing and starts spot-checking."

3. A B2B SOFTWARE COMPANY
Weak: "An AI-powered operational intelligence platform for data-driven enterprises."
Who: operations teams in logistics companies running 20-200 vehicles.
Stuck point: they learn about a late delivery from the customer.
What you do: watch every job and flag the ones slipping.
The after: they call the customer first.
Finished: "We work with logistics teams running 20 to 200 vehicles who usually hear about a late delivery from the customer. We flag jobs as they start slipping, so you make that call first."

Turning the paragraph into a 60-second film

Your finished paragraph is already the spine of a video. Expand each blank into roughly fifteen seconds and you have a complete script, in the order attention actually works: problem, answer, proof, ask.

Write for the ear: short sentences, one idea each, no subclauses
Use the customer's words, not your industry's words
End with one action, never three

STRUCTURE FOR 60 SECONDS (about 150 spoken words)
0-15s  The stuck point, told as a moment: "It is January. The email arrives. It is four thousand more than you planned for."
15-30s Why it keeps happening: the honest, non-blaming reason.
30-45s What you do about it, in one plain action, with the after attached.
45-60s One instruction: the single next step, named out loud.

If you want two minutes instead, do not slow this down — add a second, different example between 30 and 45 seconds. See the [length guide](/video-length-guide) for the word counts.

Four steps from paragraph to finished video

This is the same route every page on this site describes, set out in full on how AutoScribble works.

1. Paste your finished paragraph or the full 60-second script into the box.
2. Read the narration script back, cut anything that sounds like a brochure, or ask for a rewrite.
3. Choose shape, voice, length and your logo.
4. Press make. About ten minutes later you have a film for your homepage, your pitch deck follow-up or your feed.

What it costs

A 60-second version of your explanation costs 100 credits, and 100 welcome credits arrive with a new account, so the first one is free. Two minutes costs 200. The maths is on credits explained, and live prices are on pricing.

Start your explainer

Free to write and rewrite. Credits are only used when you generate.

Common questions

How long should my business description be?: Under forty words, and short enough to say in one breath. If you need more, you are describing your process rather than your customer's problem.
What if I genuinely do many different things?: Describe the one that brings in most of your revenue, and let the others appear later on the page. A description that covers everything gets remembered for nothing.
Should I mention how I do it?: Only if the method is the reason people choose you. Otherwise lead with the change your customer gets, and save the method for the conversation after they are interested.
Can I use my explanation in more than one video?: Yes, and you should. Use it as the opening of a homepage film, the close of a service film, and the first line of your weekly question series.