How to Write a Business Profile That Wins Customers

Your business profile is your shop window when customers cannot walk past your stall. It tells them who you are, what you sell, where you are and how to reach you. A good profile answers their questions before they have to ask, which means more calls, more messages and more sales.

Here is how to write one, section by section, whether you run a spaza shop, sell cosmetics from home, braid hair or fix cars.

Start with your business name

Use the name customers already know you by. If people in your area call your shop "Mama Thandi's" rather than a formal registered name, include the name they use so they recognise you. Keep it short and easy to spell, and avoid adding long lists of keywords to the name itself.

Write a short, clear description

Your description should tell a stranger, in a few sentences, exactly what you offer. A simple formula works well:

1. What you do: "We sell fresh vetkoek, kotas and cold drinks."
2. Who it is for: "Perfect for lunch breaks, school runs and late-night cravings."
3. What makes you different: "Everything is made fresh every morning."
4. What to do next: "Send us a WhatsApp to place an order."

Write the way you speak to customers. Plain, friendly language works better than formal business words. If many of your customers prefer another language, such as isiZulu, Sesotho or Setswana, consider adding a line in that language too.

Be specific

"We sell clothes" is easy to ignore. "Second-hand school uniforms in all sizes, washed and ironed" tells a parent exactly why they should contact you. Specific details help customers decide quickly and help you stand out from similar businesses nearby.

Be honest

Only promise what you can deliver every time. If you deliver only within your section or only on weekends, say so. Customers forgive limits; they do not forgive broken promises.

List your main products or services

Customers often search for a specific item rather than a business. List the products or services people ask you about most, for example:

• Bread, milk, airtime and electricity tokens
• Braids, cornrows, wash and blow
• Tyre repairs, brake pads, oil changes
• Handmade perfumes, body butters and lip gloss

If your prices are stable, include them. Clear prices save you from answering the same question all day and attract customers who are ready to buy. Our guide on pricing your products can help you set prices you are comfortable sharing.

Add photos that match the words

Every product you mention should ideally have a photo. Photos prove that you are real and show the quality of your work. If you need help, follow our tips on taking great product photos with your phone.

Make it easy to reach you

A profile without working contact details is a dead end. Include:

• The number you actually answer, and say if it is on WhatsApp.
• Your area or a landmark, such as "next to the taxi rank" or "opposite the clinic", so people can find you.
• Your trading hours, including weekends and public holidays if they are different.

Check these details regularly. A changed phone number or new hours that never made it onto your profile means lost customers.

Show that you are trustworthy

People buying from a business they have never met want reassurance. You can build trust by:

• Mentioning how long you have been trading, if it has been a while.
• Explaining how payment works, for example cash on collection or payment in the app.
• Stating your policy on returns or redoing work if something is wrong.
• Replying to messages quickly and politely.

Common mistakes to avoid

• Writing in all capital letters. It reads like shouting and is harder to read.
• Leaving the description empty. Even two clear sentences are better than nothing.
• Copying another business's text. Customers notice, and it does not describe you.
• Forgetting to update. Old prices and sold-out items frustrate customers.

An example profile

Lerato's Kitchen
Home-cooked township meals made fresh every day. We sell kotas, pap and wors, chicken feet and vetkoek, with lunch specials on weekdays. Find us two houses down from the community hall, open Monday to Saturday from 10:00 to 20:00. Order ahead on WhatsApp and collect without waiting in line.

It is short, specific and tells the customer exactly what to do next.

Keep improving it

Treat your profile as something that grows with your business. Read it again every month, add new products, remove what you no longer sell and refresh your photos. Small, regular updates show customers that you are active.

Bona Markets gives every vendor a profile with a business name, a description, photos of products or services and contact information such as phone and WhatsApp. See the vendor features, learn what Bona Markets is about, or browse our other guides for township businesses.