Bio and Description Writer: NAP Extraction + Company Bio

Two deliverables critical for local SEO: consistent NAP data and a ready-to-use company bio in three lengths for every platform that asks for one.

Deliverable 1: NAP Extraction

NAP = Name, Address, Phone. Inconsistency in NAP across directories is a local SEO ranking factor.

Extract from client website:

NAP DATA:
Business name (exactly as registered): [Name]
Address line 1: [Street number + Street name]
Address line 2 (if applicable): [Suite/Unit]
City: [City]
State: [State abbreviation]
ZIP: [5-digit ZIP]
Phone (primary): [10-digit with formatting: (555) 555-5555]
Phone (secondary if applicable): [same format]
Website URL: [https://...]
GMB URL: [https://maps.app.goo.gl/...]

Consistency rules:

• Business name must match EXACTLY across every directory (including punctuation, LLC vs. LLC, etc.)
• Address format must be identical (do not use "St." in one place and "Street" in another)
• Phone format must be consistent: choose one format and use it everywhere
• Website URL: always with www or always without — never mix

Deliverable 2: Company Bio — Three Lengths

Short Bio (150 characters max)

For: GMB short description field, Yelp business summary, Twitter/X bio, directory short description

Rules:

• Primary keyword in first sentence
• City included
• No fluff — every word earns its place
• No "We are a..." opener — start with the service or differentiator

Template:

[Service] in [City]. [One key differentiator]. [Years in business or volume metric]. [Phone or "Free estimates"].

Example:

Roof repair in Denver. Licensed, insured, 5-star rated. 15 years serving homeowners. Free estimates: (720) 555-0100.

Medium Bio (250-300 words)

For: GMB business description, Yelp about section, Google contractor profile

Structure:

1. Opening: What the business does + primary city (1 sentence, keyword-rich)
2. Services: Core services listed (3-6 bullet points or 2-sentence paragraph)
3. Differentiators: What makes them different (2-3 specific points — not generic)
4. Credentials: License, insurance, certifications, years in business
5. Service area: Cities and neighborhoods served
6. CTA: Phone + what to do next

E-E-A-T markers for medium bio:

• Specific years in business: "since 2009" not "for over a decade"
• Named certifications: "GAF Master Elite Certified" not "certified roofing contractor"
• Specific service area: "serving Denver, Aurora, Lakewood, and surrounding Jefferson County"

Long Bio (400-500 words)

For: Website About page, full GMB description, agency or professional profile

Structure:

1. Origin story (1 paragraph): How/why the business started. Personal, specific.
2. Services (1 paragraph or bullets): Core offerings
3. Philosophy/values (1 paragraph): What they believe about the work — no clichés
4. By the numbers (short list): Years in business, jobs completed, service area size, certifications
5. Community involvement (1 sentence): Any local involvement if applicable
6. CTA (1 sentence): How to get started

Rules for long bio:

• No generic phrases: "customer satisfaction is our priority" = cut
• Every credential named specifically
• Service area listed with city names, not just "greater [city] area"
• Written in third person for About pages, first person for bios on professional networks

Platform-Specific Limits

| Platform | Max Characters | Notes | |----------|---------------|-------| | GMB business description | 750 chars | First 250 visible without expanding | | Yelp "About the Business" | 1500 chars | No hard limit shown to users | | Facebook "About" | 255 chars | Short bio only | | Twitter/X bio | 160 chars | Short bio only | | LinkedIn company description | 2000 chars | Medium to long bio | | Angi/HomeAdvisor | 500 chars | Medium bio |

#content-sop #bio #gmb #nap #local-seo