Why it matters for SEO, AI Search, and Small Business Success
Most small business websites have one thing in common: the business description is either too vague, too technical, or too generic to make an impact.
Whether you’re trying to rank in Google, appear in AI Overviews, or simply communicate clearly to your ideal customer — your business description plays a critical role.
This guide will walk you through how to write the perfect business description that works for humans and for search engines (including AI).
What Is a Business Description?
It’s the short section on your homepage or “About” page (often reused in directories or profiles) that answers:
- What do you do?
- Who do you serve?
- What makes you different?
But for modern SEO and AI visibility, it also needs to:
- Use the right keywords and phrases
- Reflect location relevance (especially for local SEO)
- Match the search intent of your ideal customer
- Help AI systems (like ChatGPT, Google AI Overviews, and SGE) understand what you’re about
Why It Matters (More Than Ever)
In 2025, your business description doesn’t just influence your website ranking. It can also:
- Be pulled directly into Google’s AI Overviews
- Influence how your brand is summarised in ChatGPT or Perplexity
- Affect visibility in Google Business Profiles, maps, and directory listings
Structure of the Perfect Business Description
Here’s a proven 5-part structure you can follow:
1. Headline or Opening Line
Clear, confident, benefit-driven. Mention your location and industry.
Example: Trusted Roof Repairs & Replacements for Sunshine Coast Homes
2. What You Do
Plain English summary of your services. Prioritise your top offerings.
Example: We specialise in roof inspections, leak repairs, full replacements and storm damage restoration.
3. Who You Help
Be specific: homeowners, tradies, property managers, etc. Include a local or regional reference if relevant.
Example: We work with residential clients across Noosa, Maroochydore, and Caloundra.
4. What Makes You Different
Add credibility, trust signals, or points of difference.
Example: With over 15 years of experience and a 5-star local reputation, we’re known for honest quotes and guaranteed workmanship.
5. Optional Call to Action
Guide the next step: call, get a quote, visit your location.
Example: Call now for a free inspection or visit our Sunshine Coast showroom.
SEO and AI Optimisation Tips
Include keywords naturally
Think about what people would type or ask:
roof repair sunshine coast, licensed roofer maroochydore, leak detection roofing
Use location references
AI and Google both value geographic specificity.
Avoid industry jargon
Use plain language that customers understand.
Be consistent across platforms
Use a similar description across your website, Google Business Profile, directories, and AI profiles.
Keep it human-first, AI-friendly
Write like you’re speaking to a person, but use phrases that help AI categorise and summarise your offering.
Template You Can Fill In
[Headline]
[Your Business Name] provides [top service offering] for [target market] in [main area].
[What You Do]
We offer [list 2–4 key services] with a focus on [your specialty or standout feature].
[Who You Help]
We work with [type of clients] in [areas/suburbs].
[What Makes You Different]
With [#] years of experience and [social proof/USP], we’re known for [your edge].
[CTA]
Contact us today for [offer/next step].
Example Business Description (Plumber, QLD)
Reliable Plumbing Services for Brisbane Homes
At FastFlow Plumbing, we help Brisbane homeowners with everything from blocked drains to full bathroom renovations.
We specialise in same-day callouts for leaks, hot water systems, and stormwater repairs.
Based in Redcliffe, we service the wider Brisbane Northside, working with both homeowners and property managers.
With 18 years’ experience, fully licensed technicians, and a strong reputation for fast, honest service — we’re the go-to local plumber when it counts.
Call us for a free quote or book online in under 60 seconds.
Final Tips
- Write for clarity, not cleverness
- Use your real voice — approachable, confident, helpful
- Use your business description everywhere: your homepage, About page, Google Business Profile, directory listings, AI profiles
