Take a good look at your business’ Twitter account. How does the bio look? Does it do a good job of showcasing your brand and how it caters to customers? Or does it use a bunch of meaningless buzzwords to vaguely describe how it benefits its audience?

Too often, when businesses create a website, they overlook what an optimized social media profile can do for its growth and success. When crafted with your audience in mind, your Twitter bio can help you generate new leads and boost your brand’s credibility. Imagine it’s the first point of contact someone has with your brand. How well does it do at convincing users to engage with your content and website? If it doesn’t, you’re in the right place.

Let’s look at a few ways you can write a better Twitter bio that promotes your business and its growth.

Explain what you do

If users feel like they have to visit your website or scroll through your tweets to understand exactly what it is your company does, you aren’t doing a good enough job of explaining your business. You want people to visit your profile and instantly know what your business is about, who it’s for, and what it does. This eliminates confusion from the second people visit your profile so they can determine whether or not they’re interested in your brand and would like to engage with it further.

OptinMonster lays out exactly what it does for its audience and emphasizes the benefit of using its software:

Anyone who’s looking to convert abandoning visitors into customers will automatically be interested in OptinMonster’s content and feel persuaded to take action such as following their account or visiting their website.

If you struggle to define your brand and its motives in a few short words, then it might be time to reevaluate your brand goals. It should be easy to explain the benefits of your business and how it helps its audience in less than 160 characters.

Add the right keywords

When people perform a search on Twitter’s database, they’re searching specific, industry-related keywords that will give them results that match. If your profile doesn’t include any of these important keywords, your content won’t show up for them and you’ll miss out on an opportunity to be found by your target audience.

When crafting your Twitter bio, include important keywords into the mix. Make sure not to stuff a bunch of random keywords into it as this will sound forced and unorganized. You want your bio to sound professional and natural or else your brand will come off disingenuous and thirsty for followers. Think about what keywords do the best job of clarifying who you are as a brand, what you do, and who you cater to.

Makeup brand Tarte does a good job using beauty-related keywords to highlight their cruelty-free practices:

Include a CTA

While you have users’ attention, use the opportunity to encourage them to take action. They can’t — and won’t — do so unless you tell them exactly what to do. It isn’t enough to encourage people to follow your Twitter account as the engagement usually ends there and you won’t be able to lead them down the conversion funnel.

Instead, lead them to something more valuable like a link to your website or a lead magnet offer. Not only will this keep them connected to your brand, but it’ll also drive traffic to your site, improve your lead generation, increase engagement, and help you collect email addresses.

Starbucks uses its main account’s Twitter bio to link to its customer service account. They include a link to the handle for easy accessibility, encouraging users to navigate to that account and receive the help they need if they have any questions, concerns, or complaints. This makes it easier for them to tend to customers and solve issues quickly and efficiently.

Wrapping up

It’s almost too easy to overlook all the ways your Twitter bio can grow your business and cater to your audience’s needs, which is why few companies take full advantage of the social platform. If you want to promote your business, use your Twitter profile to explain what it is you do, include a call-to-action to lead users to more content, and use the right keywords specific to your industry. All of these steps will help ensure that you’re maximizing your potential with your social media accounts.