OnlyMovHow to Write a Business Description
By OnlyMov Editorial Team · · Editorial policy
You need a business description more often than you'd think: Google Business Profile, your website's about section, directories, social bios, loan applications. The good news is that one strong core description adapts to all of them. The formula: who you serve, what you do for them, and what makes you the one to pick.
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The three-part formula
[Who you serve] + [what you do for them] + [why you specifically]
"We help small restaurants (who) fill empty tables on weeknights (what) with local marketing that costs less than one covered shift (why us)."
Compare the version most businesses write: "We are a full-service marketing agency offering innovative solutions." No who, no outcome, no differentiator — it could describe ten thousand companies, which means it describes none.
Lead with the customer, not the founding date
"Founded in 2012, our company has been dedicated to excellence…" — history-first descriptions bury the only question a reader has: *what's in this for me?*
Put the customer outcome in the first sentence. Heritage, awards, and values can support later — one line, and only if they help someone choose you. "Family-owned since 1985" earns its place for a bakery; it does nothing for an IT consultancy.
Be specific enough to exclude people
A description that tries to appeal to everyone signals expertise in nothing. Specificity does the selling:
Generic: "We provide accounting services for businesses of all sizes." Specific: "We do bookkeeping and quarterly taxes for construction contractors with 5–50 employees."
The second one loses readers who were never going to buy — and instantly wins the ones who match. If your description couldn't help someone decide you're NOT for them, it's too vague.
Adapt the core to each platform
Write the full version once (100–150 words), then cut it down per platform:
- Google Business Profile — 750 characters allowed; put the formula in the first sentence, add services and area. Keywords here help local search.
- Website about section — the full version plus one paragraph of story or process
- Directory listings — 2–3 sentences: formula + one credibility marker
- Social bios — one line: outcome + audience ("Marketing for restaurants that fills weeknight tables")
Step-by-step summary
- 1
Answer the three questions
Who exactly do you serve? What outcome do you deliver? Why you over the next option?
- 2
Write the one-sentence version
Force the formula into a single sentence — this becomes your core.
- 3
Expand to 100–150 words
Add services, proof (years, numbers, notable clients), and area served.
- 4
Cut versions per platform
Trim the core for Google, directories, and bios — same message, different lengths.
Frequently asked questions
- How long should a business description be?
- Keep a 100–150 word master version, a 2–3 sentence short version, and a one-liner. Google Business Profile allows 750 characters; most directories want under 100 words.
- Should I include keywords for SEO?
- In your Google Business Profile and website copy, yes — naturally. Name your services and city the way customers search for them ("emergency plumber in Leeds"), but never stuff a list of keywords into prose.
- First person or third person?
- "We" (first person plural) reads warmest for most small businesses. Third person ("Acme Ltd provides…") fits formal contexts like loan applications and press. Pick one per platform and stay consistent.
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