The headline carries the listing
A strong headline names the industry, signals stability, and avoids hype. "Established service business — Midwest, $220K SDE" outperforms "Amazing turnkey opportunity!!!" every time.
Lead with proof, not adjectives
Years in business, revenue, SDE, staff count, and a one-line operations summary belong in the first paragraph. Adjectives like "profitable" mean nothing without the number behind them.
End with the next step
Tell the buyer exactly what to do: sign an NDA to receive financials. A clear next step filters serious buyers from tire-kickers.