Writing a club description that converts
What to put in the two description boxes, and what to leave out.
OperatorsYou have two description fields, English and French. Both appear on your public page and the first 160 characters become the search-result snippet.
Answer these four questions
- Who is this for? Ages, level, and whether beginners are welcome.
- What actually happens in a session? Ninety minutes of what?
- What does a family need to bring or buy? Kit, fees, uniform.
- What makes you different? Small groups, competitive stream, bilingual coaching, a particular method.
What to leave out
Mission statements, history since 1987, and lists of adjectives. A parent reading on a phone at 9pm wants to know whether their seven-year-old will fit in.
The French version
Translate it properly rather than pasting the English through a machine. Most of your Quebec traffic reads the French page first, and it is the one that decides.
Tip: Put the most specific sentence first. "Beginner gymnastics for ages 4–7, Saturday mornings in Laval" outperforms any amount of warm generality.