8 minute read
How to Create a Successful Business-for-Sale Listing Online: A 10-Point Checklist
The BizBuySell Team
When you're ready to sell your business, your online listing becomes the first impression for potential buyers. A well-crafted listing can attract serious inquiries and help you sell faster. Use this checklist to ensure your listing stands out and builds buyer confidence.
1. Include Key Financials
Share revenue, cash flow, EBITDA, and other key financials
Listings with financials receive more views and build trust
Avoid vague pricing — support your asking price with data
2. Provide Geographic Information
Include state and county to appear in filtered searches
Avoid full location confidentiality unless absolutely necessary
Use general location descriptors like "popular retail district"
3. Write a Catchy, Keyword-Rich Headline
Use buyer-focused keywords (e.g., industry, location)
Highlight appealing features like size or customer base
Avoid hype or all caps — keep it professional
4. Make It Easy to Contact You
Include a phone number if confidentiality isn't a concern
Use a separate email or phone for blind ads
Set up a follow-up process with pre-screening and NDAs
5. Use Two Listing Categories
Choose both a primary and secondary industry category
This increases visibility across multiple buyer searches
Example: "Dental Practices" + "Medical Practices"
6. Write a Clear, Honest Description
Highlight strengths, operations, and growth potential
Avoid desperate language like "OBO" or "HOT DEAL"
Include the reason for selling to build trust
7. Add Professional Photos
Use clear, uncluttered images or relevant stock photos
Avoid revealing the business's identity
Example: A generic image of a pizza for a pizzeria
8. Balance Confidentiality with Transparency
Use non-specific language to describe strengths
Avoid exact addresses or identifiable photos
Example: "Located in a busy shopping center near I-5"
9. Consider Listing Upgrades
Use "Showcase" ads for higher visibility
These appear above basic listings and are emailed to buyers
You'll also receive a list of prospects to contact
10. Proofread Before Publishing
Check for spelling, grammar, and missing details
Draft in Word or Google Docs first, then review multiple times
A clean, professional listing builds credibility
Final Tip
For more insights, read our guide to How to Advertise a Business for Sale.