Recently I had the opportunity to write for an awesome entrepreneur who allowed me to tell his story; as well as that of his restaurant, for Yelp’s From the Business section.
Lucky me, I spent years working in restaurants while I paid my way through college, and equally important – I am a serious foodie – so I am not green bean when it comes to the lingo and what customers are looking for. However, this is the first time I’ve been asked to create a write-up for Yelp.
Since I just spent quite a lot of time reviewing some of the top businesses on Yelp and compiling what they have in common, I thought I’d save all you busy entrepreneurs and marketers a little time and energy by creating a simple guide you can use to write a kick ass Yelp page for your own company.
Customers are obviously interested to know more about your business, that’s why they’ve landed on your From the Business page after all, but it’s a mixed bag of information. Even a seasoned Yelper knows they’re going to find three categories of information covered in that link, from what you offer to the story of your establishment and details about the person behind it all.
It’s safe to assume most people aren’t interested in learning everything about your company even when they look up your Yelp page, they just want the extra push that gets them into your store. Follow the tips below to give the people what they want and maximize this free marketing opportunity.
How to write a Yelp page that will drive people to your business:
Resist the urge to list every single item you offer here. At most pick your top four or five favorites to feature. For example, a lot of restaurants (which is the primary industry featured on Yelp) use this space for a simple list of their entrees. Whereas the highest ranked restaurants use it as a legitimate marketing opportunity. Of course they still talk about their specialties, but they also take time to mention what makes them unique, any notable achievements and awards, and the kind of experience a customer can expect to have at their restaurant.
Essentially, there’s much more going on than a simple list. Not only is there more information, but it’s easy to read and intriguing. There may be a lot of details, but they’re in easily digestible snippets.
The history of your business is probably dear to your heart and I’d bet you can talk for ages about what it took for you to get where you are today and all the struggles and high points, but for a setting like Yelp, it’s best to keep it brief.
Assemble your best elevator pitch and give it to the reader in the same way you’d tell a story. Keep this brief but intriguing. Why did you start the business? What’s special about it compared to similar businesses? Give them a peek under your skirt so they feel like they’re getting to know you.
Meet the Business Owner
Inject some soul into your About section. This is a chance to let your best, most admirable qualities shine. If people are bothering to click on “read more” and they’ve made it all the way to the third segment, they want to be rewarded with something interesting or juicy. In addition to your education and experience, tell them a bit about what makes you tick and why they should be excited to visit your business.
If there are other businesses like you – and chances are you’re not flying solo – this is an opportunity to instill the reader with confidence that you’re the best, most qualified person to run a company like yours and deliver a special experience that others aren’t offering.
Short & Sweet Recap…
As you create your Yelp write-up be sure to mention your (top 5 or less) specialties, services, or products; what makes your business unique; and the experience you provide each customer. Weave in anything else people might be interested to know, like that you’re the only place to get [fill in the blank] in the area, or that you can also be found on [list other review sites].
By doing this you’re being a good conversationalist. You’re helping to answer the next question in the customer’s mind immediately rather than expecting them to go out and dig up additional information they may need or want to make a purchase decision.
Imagine you’re the customer. When you click “learn more about the business” you’re looking for something beyond a list of items, you could get that from the menu or business info. But you didn’t click either of those options, because you’re looking for something else. You want details… character… something that makes you excited to get in your car and go visit the business.
Write that kind of information. Your prospects and your bottom line will love you for it.