How to Write Business Descriptions That Drive Results on Google, Yelp, and More (With Examples)

Can you capture what makes your business great in just five sentences?

It sounds simple, but packing your core offerings, local keywords, and what makes you different into a few well-written lines is harder than it looks.

And yet, that’s exactly what a great business description on platforms like Google, Apple, and Yelp needs to do.

Your business description is often the first thing potential customers read, and those few lines can influence whether they click through or give you a call — or keep scrolling.

In this guide, we’ll break down how to write business descriptions that are clear, keyword-smart, and conversion-friendly. You’ll see hypothetical examples by industry, learn how to tailor your copy for different platforms, and get step-by-step guidance on what to include. When space is limited — and attention spans are short — every word counts.

What is a Business Description, and Where Does it Show Up Online?

A business description is a short written summary that tells people what your business does, who it serves, and why it matters. Think of it as your elevator pitch for the internet. If you had a minute alone with a potential customer, how would you persuade them to try your business over others in your area?

These descriptions appear in a variety of places across the web, including:

• Google Business Profile (GBP)
• Yelp
• Facebook and Instagram
• Apple Maps
• Bing Places
• Review sites
• Business directories

While formats vary, the core goal is always the same: to quickly tell potential customers who you are, what you do or offer, and what sets you apart from the competition.

Why Your Business Description Matters More Than You Think

A strong business description helps you rank higher on local searches, stand out from competitors, and turn searchers into customers. Plus, it’s one of the most overlooked tools in your local marketing toolkit — and one of the easiest to optimize.

Here’s what a great description brings to the table:

• Boosts local search visibility: By including relevant keywords in a natural, readable way, your description helps platforms like Google understand your offerings and match your listing to the right searches.
• Shapes first impressions: It sets the tone for your brand and helps potential customers immediately understand who you are and what you stand for.
• Helps you stand out: In crowded local search results, a clear and specific description gives you an edge over competitors with vague or generic copy.
• Drives action: Whether it’s clicking through to your website, calling your business, or visiting in person, a strong description encourages the next step.

In other words, a business description is more than just a few lines of text. It’s one of the most visible and valuable pieces of marketing content your business has.

How to Write a Business Description

Writing an effective business description requires you to quickly communicate what you do, who you serve, and what makes you different — all in five sentences or less. Every word needs to earn its place.

To show you how it’s done, we’ll walk through a step-by-step example using SunnySide Auto Repair, a fictional mechanic shop in Austin, Texas, known for fast service, same-day appointments, and honest pricing.

1. Focus On a Clear Opening Line

Your first sentence sets the stage. It should immediately answer: What do you do, and who do you serve? No buzzwords. No filler. Just the facts that matter most so that customers can quickly decide if your business fits their needs.

Imagine someone stranded on the side of the road in Austin, searching for a mechanic on their phone. They don’t want your mission statement. They want to know: Can this place fix my car, do they offer towing, and are they nearby?

Here’s what that first sentence could look like:

“SunnySide Auto Repair is a locally owned mechanic and tow shop in Austin, TX, serving drivers with fast, reliable repairs.”

This opening line is specific, location-rich, and customer-focused, giving the reader an instant sense of who the business is and what they can expect.

2. Emphasize Key Offerings

Once you’ve introduced your business, make it easy for potential customers to understand what you actually do. Accomplish this by highlighting your core services, the ones people search for most or ask about first.

For a business like SunnySide Auto Repair, that might make their next sentence something like this:

“We specialize in brake repair, oil changes, engine diagnostics, and routine maintenance — with same-day appointments available.”

This tells potential customers exactly what they can expect without overwhelming them with details. It also reinforces value, with an added bonus (same-day service) that speaks to urgency.

If you’re not sure what to list, start with the services that drive the most organic traffic (more on this later in Step 4) or are mentioned in reviews.

3. Highlight Unique Differentiators

Plenty of businesses offer the same services you do. What makes yours worth choosing? Use one or two sentences to spotlight what sets you apart — whether it’s speed, service, values, or something else customers consistently praise or are drawn to in your industry.

Here’s how our example could do that:

“Our honest, upfront pricing and 5-star local reputation make us a go-to for dependable service.”

By including “honest, upfront pricing,” SunnySide signals transparency, something most customers hope for, especially in industries where hidden fees are common. Of course, saying you’re honest doesn’t guarantee people will believe you, but it does set an expectation. And when paired with real reviews or a strong reputation, that claim becomes much more convincing.

If you’re stuck on what to include here, check your reviews. They’ll often tell you what customers already love about you.

4. Include Relevant Keywords

Keywords help your business show up in local search results. When someone searches for “oil change in Austin” or “brake repair near me,” platforms like Google and Yelp scan your business description (along with other content) to decide if your listing is a good match.

Including terms people actually search for makes it more likely that your business will appear in front of the right customers.

So, how do you figure out which keywords to include?

The easiest way is with a keyword research tool. Paid options like Semrush or Ahrefs are popular, but Google’s free Keyword Planner works too. These tools give you a rough estimate of how many people are searching for specific terms, and some even let you narrow those results down by location.

If you don’t want to use a keyword tool, no problem. Start by asking yourself:

• What do customers call and ask about most?
• What phrases come up often in your reviews?
• How would someone describe your business if they didn’t know your name?

Then, make sure those words are naturally included in your business description. For example, with SunnySide, you might say:

“Looking for reliable brake service or a fast oil change in Austin, Texas? SunnySide Auto Repair helps Austin drivers stay road-ready with same-day appointments by a trusted local business.”

This version includes high-value keywords (brake service and oil change in Austin) while keeping the tone conversational and helpful. The goal is to help both people and search engines understand what you offer quickly and clearly.

One important note: avoid keyword stuffing. That’s when you repeat keywords over and over at the expense of readability. Google sees through it, and so do people. A clear, natural description that reads well will always outperform one crammed with SEO tricks.

5. Make Every Sentence Count

Once you’ve got the right structure and keywords in place, it’s time to tighten things up. Every sentence in your business description should be doing real work —informing, persuading, or reinforcing trust.

Read your draft critically word by word, and drop any filler. You want to aim for clear, confident, customer-focused writing.

Let’s take SunnySide’s final line as an example:

“From quick oil changes to full engine repairs, we help Austin drivers get back on the road fast.”

It’s short, active, and speaks directly to what the customer wants: fast, reliable service. There’s no hedging, no vague promises, and no generic filler like “We strive to exceed expectations.”

Your goal here is to write like a human, one who understands what your customer needs and isn’t wasting their time. If you wouldn’t say it out loud to a customer standing at the front desk, it probably doesn’t belong in your listing.

Business Description Examples by Industry

Need inspiration for your own business description? Take a look at some of the sample business descriptions tailored to different industries below. Each one follows the same structure you’ve just learned — it has a clear opening, key offerings, unique differentiators, natural keywords, and customer-focused language. Adapt it to fit your own business, or use it as a starting point.

Restaurants and Cafes

“Bluebird Café is a cozy, family-friendly restaurant in downtown Charleston’s French Quarter serving fresh, locally sourced breakfast, lunch, and dinner daily. Our menu features Southern staples like shrimp and grits, homemade biscuits, and cold brew on tap. We’re known for fast service, generous portions, and a welcoming vibe — whether you’re grabbing coffee or settling in for brunch. Takeout and online ordering are available, and we’re open seven days a week from 9am to 9pm.”

Dental and Medical Clinics

“Willow Dental Studio is a modern, full-service dental clinic in Portland, OR, offering everything from routine cleanings to advanced cosmetic procedures. Our team specializes in gentle care and same-day appointments for busy families. Patients choose us for our friendly staff, clear pricing, and modern amenities, including an on-site play area for children. We accept most major insurance plans and welcome new patients.”

Auto Dealerships and Mechanics

“Jim’s Auto is a trusted used car dealership in Sacramento offering reliable, certified pre-owned vehicles with financing options for every budget. Our team is known for transparent pricing, no-pressure sales, and a hassle-free buying experience. On-site service and trade-ins available. Visit us to test drive your next car today.”

Fitness Studios and Gyms

“CoreHaus Fitness is a boutique gym in Denver offering small-group strength and HIIT classes seven days a week. We focus on form, community, and real results. New members get a free first class and flexible monthly memberships. Come train with us and see why locals call us Denver’s most welcoming workout space.”

Retail Stores

“Maple & Co. is an independent lifestyle shop in Minneapolis featuring curated home goods, gifts, and sustainable products from local makers. Whether you’re looking for handcrafted candles or minimalist kitchenware, our staff is here to help you find something thoughtful and unique. Shop in-store or online with local pickup available.”

Home Services (Plumbers, HVAC, Electricians)

“BrightFlow Plumbing provides fast, affordable residential plumbing services across San Diego, from emergency leak repairs to full repiping projects. We’re fully licensed, family-owned, and trusted for our honest quotes and same-day service. Call us today for dependable work and zero surprises.”

Law Firms and Professional Services

“Stonebridge Legal is a law firm in Atlanta specializing in small business, real estate, and estate planning services. We support Georgia business owners and families with fast turnaround times and personalized legal guidance. Free consultations are available by phone or in person.”

Spas and Salons

“GlowUp is a luxury skincare and wellness spa in Scottsdale offering custom facials, massage therapy, and clean beauty treatments in a calm, modern space. We serve clients of all skin types and ages, and our expert estheticians are known for personalized care and visible results. Book online or stop by for a consultation.”

How to Update Your Google Business Profile Description

Writing a great business description is only half the battle — you also need to publish it in the right place. If you’re using Google Business Profile (formerly Google My Business), here’s how to update your description so it’s visible in Google Search and on Google Maps.

Steps to update your business description on Google:

1. Sign in to your Google account associated with your business.
2. Search for your business on Google or visit business.google.com.
3. In the business dashboard, click the “Edit profile” button.
4. Select the “Business information” section, then click “About.”
5. Click the pencil/edit icon next to your business description.
6. Paste in your new description, keeping it under the 750-character limit.
7. Click “Save,” and your changes will be published.

Changes may take a few minutes to appear publicly.

Pro tip: While Google gives you up to 750 characters, only about the first 250 may be visible before the “More” link is shown — make your first few sentences really count.

Other Business Descriptions You Should Optimize and How to Do That

Your Google Business Profile might be the most important business description you write, but it’s not the only one that matters. Here are some other platforms you should update with an optimized business description.

Yelp

Yelp allows up to 1,500 characters, so you have more space to tell your story. Stick to your core services, mention your specialties, and introduce your team. When writing your description, make sure to follow Yelp’s advice and avoid:

• Keyword lists
• Unusual formatting
• Irrelevant information
• Review solicitation

You can update your business description by claiming your business and editing the “From the business” section.

Facebook

Your Facebook business page includes an “About” section that often shows up in search results and on your page preview, especially on mobile. While there’s no official character limit, short and scannable is best. Focus on the essentials: who you are, what you offer, and why someone should choose you.

You can update your description by navigating to your business page, clicking “Edit Page Info,” and editing the “About” field. Aim for 3–5 concise sentences that reflect your voice and reinforce your brand identity.

Apple Maps

To update your description on Apple Maps, you’ll need to claim your business through Apple Business Connect. Once verified, you can log into your dashboard to manage your listing, including your business description.

Apple doesn’t provide much room for long-form copy, so keep your description clear, consistent with your Google listing, and focused on the essentials. Mention your core services, location, and any standout features that might influence someone to visit or call.

Since Apple Maps is the default navigation tool for iPhone users, even a short, well-written description here can go a long way in improving discoverability.

Manage Business Descriptions at Scale With Chatmeter

If you’re managing listings for multiple locations, rewriting and updating business descriptions across platforms can quickly become overwhelming. Each site has its own formatting, character limits, and update process — not to mention the challenge of keeping descriptions accurate and on-brand everywhere.

With Chatmeter, our reputation management platform can do all of the heavy lifting for you.

Chatmeter’s local listings management tools allow you to:

• Create and update business descriptions across hundreds (or thousands) of locations from one centralized dashboard
• Customize descriptions by location while maintaining brand consistency
• Automatically publish updates to platforms like Google, Yelp, Facebook, and Apple Maps
• Get visibility into which listings are out of sync or missing key information
• Save time with white-glove support and bulk publishing features

Whether you’re a growing brand or an established enterprise, Chatmeter helps you manage your listings with speed, scale, and precision — so every customer sees your business at its best.

Ready to simplify your listings management? Book a demo and see how Chatmeter can streamline business descriptions across every location.