How to Write a Business Description: Templates for Every Platform
Your business description lives in seven different places — and each one has different rules. Here are fill-in-the-blank templates for Google Business Profile, Instagram, LinkedIn, your website, Facebook, Yelp, and your email signature. With industry-specific examples.
Most businesses write one description and paste it everywhere. This is a mistake. Google Business Profile rewards keyword-rich service descriptions. Instagram gives you 150 characters. LinkedIn gives you 2,600. Your website About page has no limit but needs to tell a story.
Each platform has different character limits, different audiences, and different expectations. A description that works on Google will feel robotic on Instagram. One that works on Instagram will be too short for LinkedIn. Below are templates for each platform, with fill-in-the-blank formulas and real examples by industry.
Quick Reference: Character Limits
| Platform | Field | Character Limit | Priority |
|---|---|---|---|
| Google Business Profile | Description | 750 characters | Keywords + services + location |
| Bio | 150 characters | Hook + CTA | |
| About section | 2,600 characters | Story + credibility + CTA | |
| Page description | 255 characters | What you do + where | |
| Yelp | Business description | 1,500 characters | Services + differentiators |
| Website | About page | No limit | Story + values + social proof |
| Signature tagline | ~60 characters | One-liner positioning |
Google Business Profile Description 750 chars
Your Google Business Profile description is one of the most important pieces of copy you'll write. It directly affects how you show up in local searches. The key: lead with your primary service keyword and location, weave in secondary services, and end with a reason to choose you.
Template 1: Service Business
[Business Name] is a [primary service] serving [city/region] since [year]. We specialize in [service 1], [service 2], and [service 3] for [target customer]. Our team of [number] [licensed/certified professionals] has completed over [number] projects in the [city/area] area. We offer [free estimates / same-day service / flexible scheduling]. [Unique differentiator — what makes you different from every other option]. Call us at [phone] or book online to get started.
Template 2: Restaurant / Food
[Business Name] is a [cuisine type] restaurant in [neighborhood, city]. We serve [signature dishes/style] made with [sourcing detail: locally sourced, house-made, imported] ingredients. Open [days and hours]. We offer [dine-in, takeout, catering, delivery]. [Notable mention: "Featured in [publication]" or "Home of the [signature item]" or "[Number] 5-star reviews"]. Reservations available online or by calling [phone].
Template 3: Retail / Ecommerce
[Business Name] is a [type of store] in [city] specializing in [product category 1], [product category 2], and [product category 3]. We carry [brands or product details] and offer [custom orders / gift wrapping / personal styling / shipping]. Whether you're looking for [common customer need 1] or [common customer need 2], our team will help you find exactly what you need. Visit us at [address] or shop online at [website].
Google description tips:
- Put your most important keyword in the first sentence (e.g., "plumber in Austin" not "we are a family business")
- Include your city/neighborhood name at least twice naturally
- List specific services — Google uses these to match search queries
- Don't stuff keywords. Write for humans first. Google's NLP is smart enough to understand context.
- No URLs, phone numbers in the description field (use the dedicated fields for those)
- No promotional language like "BEST PRICES" or "50% OFF" — Google may flag it
Instagram Bio 150 chars
Your Instagram bio needs to do three things in 150 characters: say what you do, for whom, and what to do next. That's it.
Template 1: The Classic
[What you do] for [who you serve]
[Proof point or differentiator]
[CTA: what to tap the link for]
Template 2: The Specialist
[Specialty] | [City]
[Service 1] + [Service 2] + [Service 3]
[CTA]
Template 3: The Result
Helping [audience] get [specific result]
[Credibility: number of clients, years, award]
[CTA]
Template 4: The Product Brand
[One-line product description with personality]
[Material, origin, or unique detail]
[Shipping/availability + CTA]
Restaurant example (148 characters):
Wood-fired pizza + natural wine
Open Tue-Sun, 5PM-11PM
[City] | Reservations + online ordering below
Salon example (142 characters):
Color specialist | [City]
Blondes, balayage, corrective color
4,000+ transformations | Book below
LinkedIn About Section 2,600 chars
LinkedIn gives you space to tell a story. The About section is where people go to decide if they want to work with you. Structure it like a landing page: hook, problem, solution, proof, CTA.
Template 1: Service Provider / Consultant
[Opening hook: a bold statement, question, or contrarian take about your industry]
I help [specific audience] solve [specific problem] so they can [desired outcome].
Here's the thing most [audience] don't realize: [insight about the problem — why it's harder than it looks, what most people get wrong, or a counterintuitive truth].
That's where I come in. Over the past [number] years, I've worked with [number] [clients/companies/brands] to [specific result]. My approach: [2-3 sentence description of your method or framework].
Some results:
- [Result 1 with number]
- [Result 2 with number]
- [Result 3 with number]
If you're a [ideal client description] looking to [desired outcome], let's talk.
[CTA: DM me, book a call link, email]
Template 2: Business Owner
I started [Business Name] because [origin story in 1-2 sentences — the problem you saw, the gap in the market, or the personal experience that led to the business].
Today, we [what the business does] for [who you serve] in [location or market].
What makes us different: [2-3 differentiators, each in one sentence].
We've [proof: served X clients, generated X revenue, been featured in X, won X award].
I also share what I've learned about [topics you post about on LinkedIn] here on LinkedIn. Follow along if you're interested in [topic].
[CTA: link to website, booking page, or lead magnet]
Template 3: Company Page
[Company Name] helps [audience] [achieve outcome] through [service/product].
Founded in [year], we've worked with [notable clients, or number of clients] to [result].
Our services:
- [Service 1]: [one-line description]
- [Service 2]: [one-line description]
- [Service 3]: [one-line description]
[Company mission or values statement in 1-2 sentences]
Ready to get started? Visit [website] or reach out to our team at [email].
Facebook Page Description 255 chars
Facebook gives you 255 characters — more than Instagram but still tight. Focus on what you do, where, and one differentiator.
Template 1: Local Business
[Primary service/product] in [city]. [What makes you different in one sentence]. [Hours or availability]. [CTA: Book online, visit us, call for a quote].
Template 2: Online Business
We help [audience] [achieve result] with [product/service]. [Proof point]. [CTA].
Coaching example (237 characters):
Business coaching for service-based entrepreneurs ready to scale past $10K/month. Frameworks, accountability, and systems that actually work. 200+ clients served. Free strategy call — link in bio.
Restaurant example (198 characters):
Farm-to-table Southern cooking in East Nashville. Brunch Sat-Sun, dinner Tue-Sun. House-smoked meats, craft cocktails, zero pretension. Reservations at our website.
Yelp Business Description 1,500 chars
Yelp users are high-intent — they're actively looking for a business to visit or hire. Your description should answer: what do you offer, what's the experience like, and why should I pick you over the next listing?
Template: Local Service / Retail / Restaurant
[Business Name] has been serving [city/neighborhood] since [year]. We specialize in [primary offering] with a focus on [quality detail: fresh ingredients, handcrafted, personalized service].
What to expect: [Describe the customer experience in 2-3 sentences. What does it feel like to walk in? What's the atmosphere? How does the service work?]
Our most popular [items/services] include [top 3-5 specific offerings]. We also offer [additional services: catering, gift cards, custom orders, delivery].
What our customers say: [Paraphrase a common compliment from your reviews — "Customers consistently mention our [fast service / welcoming atmosphere / attention to detail]"].
[Parking info, accessibility, or practical detail customers care about].
[Business owner name], owner, and the entire team look forward to serving you. [CTA: Call, book online, or just walk in].
Website About Page No limit
Your About page is the second or third most visited page on your website. People go there to decide if they trust you. The formula: lead with the customer's problem, introduce your solution, share your story, prove it with results, and close with a CTA.
Template: The Story Framework
Headline: [Outcome-focused headline. Not "About Us" — something like "We help [audience] [achieve result]"]
Opening paragraph: [Start with the customer's problem. "You know the feeling: [describe their frustration]. You've tried [common solutions that don't work]. You need [what your business provides]."]
The pivot: That's exactly why [Business Name] exists. We [what you do, said simply] for [who you serve] who are ready to [desired transformation].
Origin story (2-3 paragraphs): [How and why the business started. What did the founder see or experience that led to creating this? Keep it honest and specific. "In [year], [founder name] was [situation] and realized [insight]. That's when [Business Name] was born."]
What makes us different (bullet points):
- [Differentiator 1]
- [Differentiator 2]
- [Differentiator 3]
Social proof: [Numbers: clients served, years in business, revenue generated for clients, projects completed. Or logos of notable clients. Or a testimonial quote.]
CTA: [Clear next step: "Ready to [outcome]? Book a free consultation." or "See our work" or "Get started today."]
Email Signature Tagline ~60 chars
Your email signature tagline is seen by every person you email. It should be a positioning statement — one line that tells people what you do and for whom.
Templates
[What you do] for [who] | [Business Name]
[Business Name] — [One-line value prop]
[Outcome you deliver] | [yourwebsite.com]
Examples:
- Brand photography for restaurants | StudioLamb.com
- LoopWorker — AI brand systems for small businesses
- Websites that convert visitors into clients | pixelcraft.co
- Tax strategy for freelancers | GreenLedger Accounting
- Custom cakes for Austin weddings | SugarAndFlour.com
Industry-Specific Full Examples
Restaurant: "Rosie's" (Brunch Spot)
Google (710 chars):
Rosie's is a brunch restaurant in the Silverlake neighborhood of Los Angeles, serving weekend brunch and weekday breakfast since 2019. Our menu features house-made pastries, seasonal egg dishes, ricotta pancakes, and locally roasted coffee. Everything is prepared from scratch daily using ingredients sourced from California farms. We offer dine-in, takeout, and private event catering for groups up to 40. Rosie's has been featured in Eater LA and Los Angeles Magazine as one of the best brunch spots in Silverlake. Dog-friendly patio. Free parking behind the building. Open daily 7AM-3PM. Book your table online or call (323) 555-0142.
Instagram (147 chars):
Brunch done right. Silverlake, LA.
Scratch-made everything, 7 days a week.
Order online or book a table below
Coaching: "Scale Systems" (Business Coach)
Google (698 chars):
Scale Systems is a business coaching firm helping service-based entrepreneurs scale from $10K to $50K per month. Founded by Marcus Chen, a former operations director at Deloitte, Scale Systems provides one-on-one coaching, group programs, and done-for-you business systems. Our clients include consultants, agency owners, freelancers, and coaches who want to build scalable revenue without burning out. We specialize in pricing strategy, sales systems, and operational automation. Over 300 clients served since 2021 with an average revenue increase of 3.2x in the first 12 months. Based in Austin, TX with clients nationwide. Book a free strategy session at scalesystems.com.
LinkedIn (1,240 chars):
Most service businesses don't have a revenue problem. They have a systems problem.
I help service-based entrepreneurs scale from $10K to $50K/month — without hiring a huge team or working 80-hour weeks.
After 8 years at Deloitte building operational systems for Fortune 500 companies, I realized the same frameworks could transform small businesses. The difference: small business owners don't have a 50-person ops team. They need systems that are simple enough to run solo and powerful enough to scale.
That's what I build. Through 1:1 coaching and my Scale Systems framework, I help founders install three things: a pricing model that reflects their value, a sales system that fills their pipeline without cold outreach, and operations that don't require them to be involved in every decision.
Results from the last 12 months:
- 300+ clients served
- Average 3.2x revenue increase in first year
- 47 clients crossed $50K/month
- Client retention rate: 94%
If you're a consultant, coach, or agency owner stuck between $10K-$20K/month and you know your ceiling is a systems problem — let's talk.
DM me "SCALE" or book a free strategy session: scalesystems.com/call
Ecommerce: "Thread & Grain" (Leather Goods)
Instagram (149 chars):
Leather goods that age better than you do
Handmade in Portland | Full-grain only
Lifetime warranty | Shop below
Facebook (241 chars):
Handmade leather wallets, bags, and belts from Portland, OR. Full-grain leather, solid brass hardware, lifetime warranty on every piece. Made to order in 5-7 days. Free shipping on orders over $75. Shop at threadandgrain.com.
What NOT to Include
- Superlative claims you can't prove. "Best pizza in New York" invites skepticism unless you have a verifiable award. "Wood-fired pizza since 1987" is a provable fact that implies quality.
- Keyword stuffing. "Austin plumber Austin plumbing services plumber in Austin TX best Austin plumber" reads like spam to both humans and Google. Write naturally.
- Your entire company history. Nobody needs to know you were incorporated in Delaware in 2003. Lead with what matters to the customer.
- "We are passionate about..." Every business says this. It means nothing. Show the passion through specifics: what you do differently, the extra step you take, the detail you obsess over.
- False or misleading claims. "Award-winning" when you haven't won an award. "#1 rated" without a source. These erode trust when customers look closer — and they will.
- Internal jargon. "We leverage our proprietary methodology to deliver synergistic outcomes" — nobody talks like this. Say it plainly.
- Pricing on Google/Yelp descriptions. Prices change. Descriptions are semi-permanent. Link to your pricing page instead.
The 30-Second Quality Test
Read your description and ask three questions:
1. Could a competitor paste this on their profile and it would still make sense? If yes, it's too generic. Add specifics.
2. Does it answer "why should I pick YOU?" If it only describes what you do (and not what makes you different), it's missing the hook.
3. Does it tell me what to do next? Every description needs a CTA. Even a subtle one. "Book online," "Call today," "Visit us at [address]."
Related Reading
- Google Business Profile Optimization Guide
- Instagram Bio Ideas for Small Business
- LinkedIn Content Strategy for Small Business
- Build Your Brand Identity With AI
Need someone to write all your descriptions, bios, and brand copy? We do that.