How to Write a Facebook Page Description

Your Facebook Page description is one of the first things a potential follower sees, making it a critical piece of your social media real estate. It’s your chance to tell people who you are, what you offer, and why they should stick around. This guide will walk you through exactly how to write a compelling description that turns visitors into fans, with clear examples and actionable steps.

Why Your Facebook Page Description Matters More Than You Think

It's easy to treat the description as an afterthought - just a box to fill in during page setup. But this small block of text punches well above its weight. It's your digital elevator pitch, your first impression, and a powerful tool for getting discovered.

Here’s why it’s so important:

• It’s Your First Handshake: Before someone sees a single post, they see your profile picture, cover photo, and description. This quick snapshot instantly tells visitors if they’re in the right place. A clear, compelling description hooks them and encourages them to scroll further or hit that "Follow" button. An unclear or boring one makes them click away.
• It Boosts Your Discoverability (SEO): Facebook is a search engine in its own right. When users look for "best pizza in Chicago" or "personal finance coach," Facebook’s algorithm scans page descriptions for relevant keywords. A well-optimized description helps you show up in these search results. It also helps Google understand what your page is about, which can lead to it appearing in regular Google searches.
• It Sets Expectations: Your description tells people what kind of content they can expect from you. Are you going to share daily tips, behind-the-scenes looks, product promotions, or community stories? Stating this upfront attracts the right audience and helps you build a community of followers who are genuinely interested in what you have to say.

The Anatomy of a Perfect Facebook Page Description (The "About" Section)

Your Facebook "About" section is broken down into a few key areas. Understanding what goes where is the first step to crafting a great profile.

The Short Description

This is the big one. Limited to just 255 characters, this snippet appears right at the top of your Page, just below your business category. Because of its prime location, it's the most impactful part of your description. It needs to be catchy, informative, and straight to the point.

Think of it as your headline. It needs to communicate who you are and what you do with zero fluff. You should include your main service or product, identify your target audience or location, and hint at what makes you special.

Example (local coffee shop): "Artisanal coffee, fresh-baked pastries & good vibes in the heart of downtown Springfield. Your daily dose of happy. Follow for cafe news & special offers! ☕"

The Long Description ("Additional Information")

This is where you get to tell more of your story. There's no strict character limit here (though Facebook recommends keeping it concise), giving you space to expand on your mission, your story, or the details of your services. While the short description is the hook, the long description is the narrative.

This section is a great place to:

• Share your brand's origin story.
• Explain your mission or company values.
• Detail the full range of products or services you offer.
• Highlight what makes your company culture or approach unique.

Even though you have more space, don't write a novel. Use short paragraphs and bullet points to keep it easy to read.

Example (local coffee shop, continued):
"Founded by best friends in 2019, The Daily Grind was born from a simple idea: coffee should be an experience, not just a routine.

We partner with ethical, single-origin roasters from around the world to bring you the highest quality beans. Our baristas are passionate artisans who love sharing their knowledge, and our kitchen team bakes everything from scratch every single morning... you won't find a better croissant in town!

We’re more than a coffee shop, we're a community hub. A place to meet, work, and connect."

7 Steps to Writing a Facebook Description That Grabs Attention

Ready to write? Follow these seven steps to create a description that works for your brand.

1. Know Your Audience and Speak Their Language

Who are you trying to reach? A description written for Gen Z gamers will sound very different from one written for corporate C-suite executives. Before you write a single word, picture your ideal follower. What kind of language do they use? What's important to them? Your tone should match their expectations.

For example, a boutique clothing store targeting young professionals might say:
"Effortlessly chic workwear and weekend styles for the modern woman. Elevate your wardrobe with our curated collections."

A B2B SaaS company, on the other hand, would be more direct and professional:
"The leading project management platform for remote teams. Streamline workflows, improve collaboration, and deliver projects on time."

2. Be Crystal Clear About What You Do

This sounds obvious, but it's where many brands go wrong. Avoid buzzwords, industry jargon, or vague marketing-speak. If a first-time visitor can't understand exactly what your business offers within five seconds, you've already lost them.

Before: "We leverage next-gen synergies to empower brand actualization."
(This means nothing to almost anyone.)

After: "We're a branding agency that helps small businesses create logos, websites, and marketing materials that attract customers."
(Clear, direct, and understandable.)

3. Highlight Your Unique Value Proposition (UVP)

What makes you different from your competitors? That’s your special sauce, your Unique Value Proposition (UVP). Your description is the perfect place to show it off. Don't just say what you do, say *why* you’re the best choice.

Your UVP could be:

• Your commitment to sustainable materials.
• Your 24/7 customer support.
• A lifetime warranty on your products.
• The fact that you're family-owned and operated for 50 years.

Weave it right into your description: "Handmade leather bags crafted from ethically sourced materials. Designed to last a lifetime, guaranteed."

4. Weave in Important Keywords Naturally

To help people find you, you need to think like them. What words or phrases would they type into the Facebook search bar? Those are your keywords. For a personal trainer, keywords might be "personal trainer in Austin," "weight loss coach," "online fitness plans," or "strength training."

The goal is to integrate these keywords so they sound like a natural part of your description, not a jumbled list.

Clunky Keyword Stuffing: "We do yoga, vinyasa yoga, hot yoga, meditation, yin yoga yoga classes in New York."
Natural Keyword Integration: "A welcoming yoga studio in New York offering daily classes in Vinyasa, Hot Yoga, and mindful meditation for all skill levels."

5. Include a Clear Call-to-Action (CTA)

Don't leave your visitors hanging. Tell them what you want them to do next. A Call-to-Action (CTA) guides them toward the next step in their journey with you.

Your CTA could be an invitation to:

• "Visit our website to browse our portfolio."
• "Shop our new collection here: [link]"
• "Call us today for a free consultation."
• "Follow our Page for daily tips and inspiration!"

Pro-tip: If your goal is website traffic, include the URL directly in the description so it’s easy for people to click.

6. Use an Authentic Brand Voice

Your description should sound like it was written by a human who represents your brand. Let your personality shine through. If your brand is playful and humorous, inject some humor. If it's inspiring and motivational, use language that uplifts. An authentic voice helps you connect with your audience on a deeper level and makes your brand more memorable.

7. Edit, Proofread, and Optimize for Mobile

Finally, read your description out loud to catch awkward phrasing. Check for typos and grammatical errors - they can make your business look unprofessional. Once you're happy with it, check how it looks on a phone. The vast majority of Facebook users are on mobile, where text gets cut off. Make sure the most important information appears in the first 100-150 characters so it’s immediately visible.

Examples of Great Facebook Page Descriptions to Inspire You

Example 1: Local Service Business (Landscaper)

Short Description: "Award-winning landscape design and lawn care services for homes in the Portland area. Turning yards into outdoor getaways. Call us for a free estimate on your project!"
Why it works: States a clear service ("landscape design," "lawn care"), geographic location ("Portland area"), its value prop ("award-winning"), and includes a strong CTA.

Example 2: E-commerce Brand (Dog Toys)

Short Description: "Durable, eco-friendly dog toys for serious chewers. Vet-approved and made in the USA from non-toxic materials. Keep your best friend happy and safe. Shop our collection! 🐾"
Why it works: Identifies the target customer ("serious chewers"), highlights key selling points (durable, eco-friendly, made in USA, safe), and has a CTA. The emoji adds personality.

Example 3: Content Creator/Coach (Writing Coach)

Short Description: "Helping writers finish their books and get published. Practical advice, writing sprints, and resources to overcome writer's block. Drop in for daily motivation & accountability!"
Why it works: Clearly defines the audience ("writers") and their goals ("finish their books," "get published"). It promises tangible value and has a CTA focused on community engagement ("Drop in").

Common Mistakes to Avoid

• Being Too Vague: Vague phrases like "We provide solutions" or "We sell products" tell visitors absolutely nothing. Be specific. Name the problems you solve and the products you sell.
• Keyword Stuffing: Overloading your description with keywords makes it robotic and difficult to read. Google and Facebook algorithms are smart enough to understand context. Focus on writing for humans first.
• Forgetting a Call-to-Action: You’ve captivated a potential follower - now what? Without a CTA, you miss a huge opportunity to drive traffic, generate leads, or grow your audience.
• Neglecting Mobile: If your most important message gets cut off on mobile devices, it might as well not be there. Front-load your description with the most critical information.

Final Thoughts

A great Facebook Page description is your opportunity to make a strong first impression, improve discoverability, and clearly communicate your value. It’s a small detail that can have a big impact on your page’s growth by convincing visitors to stick around and become part of your community.

Once you've perfected your page description and start attracting new followers, the next step is planning and publishing engaging content to keep them there. We built Postbase because we believe creating great social media content shouldn't be a struggle. Our visual calendar simplifies your content planning, and our best-in-class scheduler ensures your posts publish reliably, without the glitches and failed posts common in older tools. It lets you focus on creating, not troubleshooting.