Academy › Courses › Describe your business
Starting from scratch: how to describe a business that doesn't have a single customer yet
Knows how to write the description of a brand-new business without inventing a track record it doesn't have, and without that gap reading as a weakness. Knows what to update the day the first real client arrives.
You've got your website almost ready, and then you hit the "about us" section with nothing to put there: zero customers, zero reviews, zero years of experience to mention. Copying the site of a business that's been around for years means lying from the very first sentence. Leaving it blank is just as obvious, it reads like writing "we don't have anything to say yet."
Here, you'll fill that gap with what you do have today: your process and your way of working, written in the present tense, with no dates to give you away. You'll decide what to do with the reviews section when you don't have any, put your name on a guarantee that stands in for a track record, and frame an empty calendar as immediate availability. The last lesson spells out the three lines you'll change the same day you land your first client.
This is for anyone about to open, or who just opened, a business and doesn't have a single client to show yet; it's not for someone who's been billing clients for years and just wants to tweak the copy.
- How to write your "about us" section without making up numbers or customers you don't have.
- Replace the list of reviews with a signed guarantee next to the price.
- Write your immediate availability in specific hours instead of leaving an empty calendar out in the open.
- Identify which three lines on your site you'll change or delete the day you land your first client.
Have your website draft or your list of what you're going to sell on hand.
The 6 lessons
In the order it makes the most sense to read them.
- 1
What to say in the spot where your track record would go
You know what to write in the spot where your track record would go: your process, your training, or your way of working, never a number or a client you don't have.
4 min - 2
The verb tense that doesn't give away that you're starting today
You write what you do in the present tense, not what you've done in the past, because the present is true whether you opened today or have been at this for ten years, and the past promises a track record you don't have yet.
5 min - 3
Zero reviews: remove the section, don't leave it empty
You'll know exactly what to do today with the reviews section when you don't have a single real one: remove it or hide it, and what to put there instead in the meantime.
4 min - 4
The guarantee you put your name on so you don't need the track record you don't have
You'll leave this lesson with a real guarantee, with a limit, written next to the price on your site.
4 min - 5
A wide-open calendar: how to say it without sounding like nobody's calling you
You write your immediate availability in specific hours and as a quick response, not as an empty calendar for everyone to see.
4 min - 6
Your first client shows up: what to delete from your site that same afternoon
Knows which three lines on the site to change or delete the day they land their first real client, and which one can wait to be touched later.
5 min