How to Write a Business Description That Gets You Chosen (With Before-and-After Examples)

When someone finds your business online, they usually make up their mind in seconds. They glance at your photos, check your reviews, and read the first line or two of your description.

That short paragraph is doing a lot of work. Yet many businesses leave it blank, or fill it with something vague like "We provide quality services at competitive prices." Every business says that, so it tells the customer nothing.

Here's how to write a description that actually gets you chosen.

The five-part formula

A good description answers five questions a customer is silently asking:

1. What do you do? Be specific. "Hair salon specialising in colour and curly hair" beats "hair and beauty services".

2. Where are you? Name your town and the areas you cover. This helps customers and search engines alike.

3. Who is it for? Families, busy professionals, older customers, dog owners, commercial clients?

4. What makes you different? Family-run for 30 years, open late on Thursdays, free parking, gluten-free menu, same-day call-outs. Pick one or two real things.

5. What should they do next? Book online, ring for a free quote, or drop in for a coffee.

Aim for around 80 to 150 words. That's enough to answer all five questions without losing the reader.

Before and after: three examples

These examples are for fictional businesses, but they show the difference small changes make.

A café in Tullamore

• Before: "Café serving food and drinks. Come visit us."
• After: "A bright, family-run café on Tullamore's main street, serving freshly baked scones, homemade soups and locally roasted coffee. We're a favourite with parents after the school run and anyone needing a quiet spot to work, with free Wi-Fi and plenty of gluten-free options. Open seven days from 8am. Drop in, or order ahead for collection."

An electrician in Naas

• Before: "Electrical services. Domestic and commercial. Competitive prices."
• After: "Registered electrical contractor based in Naas, covering all of north Kildare. We handle everything from fuse board upgrades and EV charger installations to rewiring older homes. Fully insured, with clear written quotes before any work begins, and emergency call-outs available. Ring us or send an enquiry for a free quote."

A hair salon in Bray

• Before: "Hair salon. Cuts, colours and treatments. Book now!!!"
• After: "A relaxed, friendly salon in the heart of Bray, specialising in colour, balayage and curly hair. Our team of five stylists loves helping clients find a look that suits their lifestyle. Late opening on Thursdays and Fridays makes it easy to book around work. New clients get a free consultation before their first colour. Book online or give us a call."

Common mistakes to avoid

• Being vague. "Quality service" and "competitive prices" mean nothing to a customer. Replace them with real details.
• Keyword stuffing. "Plumber Navan, Navan plumber, best plumber Navan Meath" reads badly and puts customers off. Write naturally for people.
• Copying text from elsewhere. Don't paste a description from another website or a map listing. Original words are more convincing, and search engines favour them.
• Big claims you can't back up. "The best restaurant in Ireland" invites eye-rolls. "Winner of Kilkenny's best Sunday roast 2025" is far more convincing, but only if it's true.
• Shouting. Avoid CAPITAL LETTERS and strings of exclamation marks. Calm and confident reads as professional.
• Letting it go stale. Update your description when your services, hours or team change.

Put your new description to work

Once you've written it, use the same core description everywhere: your website, your Google Business Profile, social media and your Leinster Local listing. Adding a business is free, and if you're already listed you can claim your profile and update your description today.