How to Write a Business Description That Gets Customers

A simple formula, three before-and-after examples (salon, boutique, café) and the mistakes to avoid when writing your business description.

By Nirmal Kanani · 2026-10-20 · 1 min read

Your business description is read by customers, by Google and by AI assistants that summarise businesses. A vague one ("We provide quality services at affordable prices") says nothing. A specific one does the selling for you.

The formula

Who you are + what you offer + who it is for + where + what makes you different + how to start.

Example 1 — a salon

Weak: "We are the best salon in town with good staff and low prices."

Better: "Luxe Locks is a family-run hair and skin salon in Adajan, Surat. We specialise in keratin, colour and bridal packages, using branded products and trained stylists. Book a free consultation on WhatsApp — most appointments are available the same week."

Example 2 — a boutique

Weak: "Latest designer collection available."

Better: "Mehr Boutique designs hand-embroidered kurtis and festive wear in Surat, with custom tailoring in 7–10 days. Browse the current collection on Instagram, visit the studio in Vesu, or message us for sizing help."

Example 3 — a café

Weak: "Come enjoy delicious food and coffee."

Better: "Roast & Rye is a single-origin coffee bar and bakery in Vesu, Surat. Fresh sourdough and pastries bake every morning; we are open 8am–11pm and take bookings for birthdays up to 25 guests."

Do's and don'ts

• Do use real specifics: neighbourhood, specialities, years, timings.
• Do write like you talk — short sentences.
• Do end with an easy next step (WhatsApp, call, book).
• Don't stuff keywords ("best cheap salon Surat best salon near me").
• Don't make claims you cannot prove ("#1 in India").
• Don't copy a competitor — duplicated text helps nobody.

Where to use it

Reuse the same core description on your Google Business Profile, your The Brands List profile, Instagram and website — trimmed to each platform's length. Consistency helps people and machines recognise you as one business. Read our 10-point profile checklist for what else to include.

Length by platform

• Instagram bio: about 150 characters — the category, the place and one action.
• Google Business Profile: up to 750 characters; the first 250 matter most.
• Directory profile: a short summary plus a full paragraph or two.
• Website "About" or home page: a few short paragraphs with your story and proof.

Example 4 — a clinic

Weak: "We provide best treatment with experienced doctors."

Better: "Smile Care Dental Clinic offers painless root canals, braces and teeth whitening in Piplod, Surat. Dr. Shah has 12 years of experience; we sterilise every instrument and take online appointments."

Example 5 — a photographer

Weak: "Capturing your moments beautifully."

Better: "Frame & Fable is a wedding and pre-wedding photography team in Surat. We deliver a 300-photo edited gallery within three weeks and travel across Gujarat. See recent weddings below and message us your date."

Words and phrases to avoid

• "Best", "No. 1", "cheapest" — unprovable and ignored by readers.
• "Quality service at affordable price" — everyone says it.
• Long strings of keywords separated by commas.

Check before you publish

1. Does it name the place and the speciality?
2. Would a stranger know how to contact you after reading it?
3. Is every claim something you could prove if asked?
4. Is the phone number identical to the one on your other listings?

Frequently asked questions

How long should it be?

Two to four sentences for short fields; a few short paragraphs where you have room. More important than length is that every sentence is specific.

Should I write in English or Hindi?

Write in the language your customers search in. Many businesses keep the main description in English and add a short Hindi or Gujarati line where the platform allows.

Tags: business description, copywriting, profile, examples