How to write the perfect listing title and description

Writing the perfect listing description may seem daunting for new sellers. This guide will provide new sellers tips on how to best structure the listing description for an online business, and the do’s and don’ts associated with selling your business on Flippa.

Title & Summary

The title is one of the more important parts of the listing, as a good title will get you more clicks to view your auction. Your title (80 characters) and summary (200 characters) are designed to help you showcase the top listing attributes and will be displayed within the search results. As an example, we’ll be referencing this listings title and summary of this Home & Garden content site selling for $500,000:

Here we see the title as “4 y/o Popular Chainsaw Blog $14,000+ Amazon Affiliate/ month w/ 114,000 Uniques” and the listing summary being “Leading home & garden niche Blog dedicated to Chainsaws – People who wish to buy Chainsaws can read comprehensive reviews on the website then proceed to a purchase on Amazon.”

Both the title and the summary appear in search results and therefore need to really ‘sell’ the business by providing a concise snapshot that summarises the key selling point and points of interest about the business. You have limited character count as outlined above, but use this space to define the businesses monetization method and include the most attractive numbers. These may be but are not limited to:

  • The businesses average Monthly Profit
  • Seller approval rating
  • Mailing list
  • Monthly unique visits

Listing Description Structure

When you write the description for your listing, the structure is one of the most crucial parts of setting the listing up for success. While the title and summary are used to draw people in, the summary is crucial to explaining the operations of the business, and letting potential buyers know everything about the business. Since establishing the marketplace, our account management team has refined a listing structure which is easy to follow and reduces the number of questions buyers ask sellers during the auction process.

The following has been identified as the best structure for a listing description:

About the Seller
Briefly describe yourself and your role in the business. Indicate whether you are the original owner of the business.

Business Model
Describe what the business does.

Reason for Sale
Briefly describe why you are selling the business.

Briefly describe how the business was developed. This should include any technology and platforms used to operate the business. If you bought the business, now is the place to outline when you bought it and any information you have regarding the previous owner.

Briefly describe what is required to keep the business operational. This should include an average time spent per week. Additionally you should describe any operational costs associated with the business (ie. website hosting).

Briefly describe what country most of the traffic originates from, and the sources that generate the most traffic for the business.

Briefly describe how you generate revenue through the online business. Any peaks or troughs in revenue should be explained.

Briefly describe the expenses required to operate the online business.

Briefly describe how you are willing to prove your financials? Will you post a video walkthrough of backend earning reports? Will you provide live screen-sharing sessions to prospective buyers?

Briefly describe what marketing initiatives you have used to establish the business.

Included in Sale
List the items included in the sale. Include any domains or social media accounts included in the sale.

Future Opportunities
Briefly describe what a buyer could potentially do to improve or grow the business.

Keep the lines of communication open
Let buyers know they can reach you in public comments or via private message if they have any follow-up questions.

Here are a few examples of business listings that have sold with detailed listing descriptions:

ShipYourEmemiesGlitter.com – Sold for $85,000
CreepyPasta.com – Sold for $65,500
CraftBeverageJobs.com – Sold for $20,000
Est. FBA Business – Sold for $88,282

Do’s and Don’ts

Don’t lie
When selling your business, lying or omitting items will almost always hurt you, as it is sure to come out in the due diligence process. It is crucial that all information you provide in the listing is accurate for the online business you are selling. All claims should be able to be verified by potential buyers on request.

Attach proof
Any revenue claims need to be supported by proof. This proof can be in video or image format. We also suggest providing proof of traffic and other claims you make on the listing. All listings and P&L’s must be in USD. If attached proof of earnings is in a different currency this should be noted together with the currency value used to convert it to USD and the date the currency conversion was done.

Provide as much information as possible
Buyers want to have access to as much information as possible about the online business before they place a bid on it. Providing as much information as possible will allow buyers to have access to this, and reduce the amount of questions you will be asked throughout the auction process.

Don’t be rude
Be professional! Respecting potential buyers and the questions they submit is important to ensure buyers want to work with you. To ensure the auction process is smooth, ensure that you assist and support buyers during the auction period when they are deciding if the online business is right for them.

Be clear
Potential buyers of your business don’t want to be searching through your description for specific information about your online business. By using the structure provided above, and correct grammar will improve the quality of your listing.