For your business4 min read

How to write a good business description for your website

Most small business website descriptions are either too vague ('we provide quality services') or too long. Here's the formula that actually works — with examples.

Step-by-step

What a business description actually needs to do

A visitor lands on your website and has one question: 'Is this the right person for me?' Your business description needs to answer that in the first two sentences. Not your entire life story, not a list of your values, not a paragraph about how much you love your work. Just: what you do, who you do it for, and where. Everything else is secondary.

The formula: [What] + [Who] + [Where] + [Why you]

Start with what you do (specific, not vague). Add who you serve (the more specific, the better). Add where you operate if you're local. Then add one line about what makes you different or better. Example: 'I'm a mobile dog groomer serving anxious and large-breed dogs across South Manchester. I come to your home so your dog stays calm — no kennels, no strangers, no stress.' That's four elements in two sentences. It answers 'is this for me?' immediately.

Be specific about what you do

'Quality services' means nothing. 'Interior painting and decorating for residential homes in Bristol, specialising in period properties' means something. Specificity builds trust — it signals expertise and helps the right customers self-select. It also helps with Google: 'mobile dog groomer South Manchester' in your copy is a real search term. 'Quality pet services' is not.

Name your ideal customer

The best business descriptions speak directly to one person. Instead of 'we serve all clients', try: 'If you're a first-time buyer who's nervous about the mortgage process...' or 'For parents looking for a tutor who can help a neurodivergent child...' or 'If you're a small business owner who needs a reliable cleaner you can trust with a key...'. When a reader feels seen, they trust you faster.

Write one version for your hero section, one for Google

Your hero section description (the first thing visitors see) should be punchy — one or two sentences max. Your meta description (what shows in Google search results) should be about 150 characters and include your main keyword plus a benefit. Example meta: 'Mobile dog groomer in South Manchester. Calm, cage-free grooming at your home. Book online.' These are two different pieces of copy serving two different jobs.

Edit out weak phrases

Remove: 'quality services', 'passionate about what we do', 'committed to excellence', 'we pride ourselves on', 'years of experience' (unless you say how many). These phrases are on every competitor's website and mean nothing. Replace them with specific, verifiable claims: '11 years in business', '200+ five-star Google reviews', 'Only groomer in the area certified in pet first aid'.

Tips & best practices

▸Read your description out loud. If it sounds like marketing brochure copy rather than how you'd actually describe your business to a friend, rewrite it.
▸If you're using Adviita's AI builder, the more specific your initial description, the better your generated copy. The AI uses your description as the raw material — vague in, vague out.
▸Ask your best customers how they describe what you do. Their language is more convincing than yours because it's the language other potential customers use.

Common questions

How long should a business description be on a website?

The hero section description should be 1–2 sentences (15–30 words). The About section can be longer — 100–200 words. The meta description for Google should be 140–160 characters. Each serves a different purpose: the hero converts, the About builds trust, the meta drives clicks from search.

Should I write my business description in first person or third person?

For sole traders and small businesses with a personal brand, first person ('I offer...', 'I specialise in...') tends to feel more genuine and builds trust faster. Third person ('The team at X...') works better for businesses trying to appear larger or more corporate. Use whichever fits your business personality.

What if I offer a lot of different services?

Pick your main service — the one you most want to be known for — and lead with that. You can list other services below, but if your hero section tries to mention everything, it says nothing. Businesses that try to appeal to everyone end up appealing to no one.