You've managed to spark potential customers' interest, and they're seeking out specific information about the services your company provides. Terrific!

But before you count those chickens, better take the time to evaluate whether your next step puts you in the best light and entices those potential customers into becoming actual customers.

Enter the service description.

How a business presents its services to potential customers is of paramount importance. And you may get just one shot at it... The services description is where many miss the mark, leaving would-be customers confused, uninformed, or uninterested.

An effective service description provides customers valuable information about what your business offers and what they're getting, including information about cost, timing, and process.

It's also an opportunity to highlight what your business can provide to them that others cannot.

So here are five common service-description mistakes and traps, and suggestions on how to avoid getting caught in them.

Mistake No. 1: Too Long or Too Short

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Gillian Vallee is a multichannel marketing professional, working with organizations on strategic marketing initiatives to create and improve brand positioning and revenue generating programs.

LinkedIn: Gillian Vallee