How to Write a Business Description That Brings Enquiries

By UKListingz Editorial Team Published 6 November 2026 Updated 6 November 2026 12 min read

A good business description tells a stranger what you do, who you do it for, where you work and how to contact you, in a few plain paragraphs. Business description examples help because they show a workable structure, but the words must be your own and true to your work. Start with the service, add the area you cover, explain why a customer should choose you, and finish with a clear next step.

Key takeaways

• Open with the service you offer and the place you offer it, because that is the first thing most people are searching for.
• Name the specific jobs you do. General claims such as "quality work at fair prices" appear in almost every listing, so they tell a reader nothing.
• Write one master description, then shorten or adjust it for each platform rather than pasting the same block everywhere.
• Mention only qualifications, memberships and insurance that you can prove, and point readers to the official register where one exists.
• Use the place names and trade terms customers really type, once or twice each, without stuffing them into every sentence.
• End with a plain next step, such as calling, emailing or asking for a visit, so the reader knows what to do next.

What should a business description include?

A useful description covers five things: the services you provide, the customers you serve, the area you cover, what makes your approach different and how to get in touch. Leave out any of these and the reader has to guess, which usually means they move on. Cover them in roughly that order so the most important information comes first.

Services are the core of the description. List the jobs you actually take on, using the words your customers would use rather than industry jargon. A plumber might write "boiler breakdowns, leaking taps and bathroom installations" rather than "domestic heating and sanitary solutions". Both are accurate, but only one reads like a human wrote it.

• What you do, written in plain words that match how customers describe the problem
• Who you do it for, such as homeowners, landlords, shops or offices
• The towns or areas you cover, and whether you travel further for larger jobs
• One point of difference that you can back up, such as a specialism or a long-standing team
• How to contact you, with the same phone number and email address used everywhere else

How long should a business description be?

There is no official length, so aim for enough words to answer the common questions and few enough to read on a phone in one go. Many platforms show only the opening lines before a reader clicks through, which means the first two sentences have to do most of the work. Check the guidance for each platform you use, because limits and display rules change.

It helps to keep two versions. The short version is one or two sentences that work as a headline or a search snippet. The longer version is a few short paragraphs that go into services, areas and reassurance. Using both lets you fit the right text to each space without rewriting from scratch every time.

Picture the reader on a phone, standing in a driveway or waiting in a car park. Short paragraphs with a clear first line are much easier to take in than one dense block of text. If you find you need more than a few short paragraphs, the extra detail usually belongs on your own website rather than in a directory.

How do you write a description that brings enquiries?

Write the description for the person who has a problem right now. That person wants to know that you can solve it, that you work where they live and that contacting you will not be a hassle. Each sentence should move them closer to picking up the phone.

1. Write down every service you provide, then cross out any you would not want to be asked about.
2. Name the place you work, using the town and nearby areas that customers actually search for.
3. Describe the typical problem a customer has and how your work solves it, in one or two sentences.
4. Explain how a job runs in general terms, such as how quotes are given and how you keep people informed.
5. Add proof you can stand behind, such as photos of finished work, a membership number you can check or reviews you can point to.
6. Finish with a single, specific call to action, such as calling to arrange a visit or emailing photos of the job.
7. Read the description aloud, then cut anything that sounds like a slogan rather than a fact.

Business description examples for three different trades

The examples below use square-bracketed placeholders for names, places and contact details. Replace them with your own verified facts, and delete any sentence that you cannot back up. A description that is accurate and specific will always beat one that is impressive but vague.

Electrician

[Business name] is a qualified electrician serving [town] and the surrounding villages. We handle domestic rewires, consumer unit upgrades, lighting, sockets and fault finding. Work is carried out to current standards, and certificates are provided for notifiable jobs. Call [phone number] or email [email address] to arrange a visit.

This example names the work, the place and the paperwork. The phrase "certificates are provided for notifiable jobs" is a factual statement that a customer can ask about, which is why it helps. Remove it if you do not issue certificates for the work you do.

Plumber

[Business name] provides plumbing and heating repairs across [town] and nearby areas. Common jobs include leaking taps, blocked drains, radiator repairs and bathroom installations. We explain the options before any work starts and give a written quote for larger jobs. Get in touch on [phone number] for a call back or to book a visit.

This one shows a trade that has to balance urgent callouts with planned work. Be honest about emergencies in your own wording: if you do not offer out-of-hours work, do not imply that you do.

Kitchen fitter

[Business name] fits kitchens in [town] and the surrounding area, from measuring and design through to installation and snagging. We work with customers who bring their own units as well as those who need a full supply and fit. Send us your room measurements and a few photos by email at [email address], and we will reply with next steps.

Notice how this example invites the customer to start with something small, the measurements and photos. That lowers the barrier to enquiry and tells the reader exactly what the first step looks like.

Length can hide weak content as well. A long description padded with repeated claims is harder to read than a short one that says something specific. If you find yourself adding sentences just to fill space, cut them and check whether the description still answers the customer's questions.

What mistakes make a business description fail?

The most common mistake is writing for search engines rather than people. A description stuffed with the same town and trade repeated in every sentence reads as spam, and it may put people off before they reach the contact details. Use each key term naturally and let the rest of the text carry the meaning.

Vague superlatives are the second problem. Words such as "best", "leading" or "unbeatable" are impossible for a reader to check, so they do little to build trust. Replace them with facts you can show, or leave them out altogether.

The third mistake is claiming things you cannot prove. "Fully insured" is a common example. Many customers ask to see certificates, and a claim that cannot be confirmed will cost you trust quickly. The same applies to memberships: a logo of a trade body on your website is not a substitute for a current membership that a customer can check.

Finally, avoid copying another firm's wording. Search engines can recognise duplicate text, and customers notice when two businesses sound identical. Use the examples in this article as a structure, then rewrite every sentence around your own services and your own area.

How do you show what makes your business different?

Describe your point of difference in terms a customer can check. Most trades say they are reliable and friendly, so those words rarely help one firm stand out from another. A specific detail, such as a type of job you handle often or a way you keep customers informed, is far more useful.

Think about the questions you hear most often on the phone. If customers regularly ask whether you work at weekends, whether you clear up afterwards or whether you can match an existing finish, answer those questions in the description. Each answer is a reason to choose you, and each one is something the customer can confirm when you meet.

Be careful with claims about speed or availability. Only promise what you can deliver consistently. If you are often booked weeks ahead, say so, because an honest expectation builds more trust than an urgent promise you cannot keep. If you offer an emergency service, state clearly whether you do and how customers should reach you outside working hours.

How should the tone sound to a reader?

Write the way you would explain the job to a neighbour over a fence. Plain, friendly and direct language works for almost every trade, while jargon and marketing phrases tend to create distance. Read the description out loud, and rewrite any sentence that would sound odd in conversation.

Vary your sentence length. A string of long sentences reads like a sales letter, whereas a mix of short and medium sentences feels like a person talking. Avoid exclamation marks, capital letters for emphasis and long lists of adjectives, because they tend to make readers cautious rather than keen.

Address the reader as "you" where it helps. A sentence such as "If your boiler has stopped working, call us first" is clearer than a statement about the company. It puts the reader's problem at the centre, which is where it belongs.

How do you keep your description accurate over time?

A description goes out of date faster than most people expect. A new service, a change of phone number, a move to a larger van or a different opening pattern can all make the text wrong. Set a habit of reviewing it whenever something changes, and keep one master copy that you update first.

Keep a dated copy of each version of your description. When a customer says they read something you no longer offer, you can see at once where the old text came from and which listings need correcting.

Consistency matters as well. The name, address and phone number in your description should match your listings and your website exactly. If you use a trading name on one site and a legal name on another, customers may think there are two businesses.

Before you publish, ask someone who does not know your business to read the description and tell you what they think you do and where you work. If they cannot answer both questions quickly, the text needs more work. Fresh eyes spot the gaps that you have stopped noticing.

What should you do next?

Start by writing the master description in a plain document, using the five parts described above. Then adapt it to each platform, check every fact and make sure the contact details are current. Once it is ready, add the same text to your own directory profile.

1. Write your master description and check each sentence for a fact you can prove.
2. Create or update your business page through My Account, and paste the approved text.
3. Compare the description with the examples in your own trade on pages such as electricians, plumbing services or kitchen specialists.
4. Check that the phone number and address match your other listings. The guide on NAP consistency explains how to do that quickly.
5. Add photos that support the description, as covered in this guide to listing photos.

Review the description again after a few months of enquiries. Notice which phrases customers repeat back to you on the phone, and add them if they are accurate. That feedback is worth more than any template.

Frequently asked questions

How many words should a business description have?

There is no official rule. Aim for enough detail to answer what a customer needs to know before calling, which usually means a short headline plus a few short paragraphs. Check the guidance on each platform, because some limit how much text is shown. Cut repetition first, and keep the facts that help someone decide.

Should I put my prices in my business description?

You can describe how your pricing works without quoting figures that may change or may not suit every job. Explain whether you offer fixed prices, hourly rates, call-out charges or written quotes, and say that a quote depends on the job. Customers generally prefer a clear explanation to a headline figure that turns out to be misleading.

Can I use the same description on every directory?

You can use the same core text, but shorten or adjust it to suit each platform's layout and limits. Keep the facts identical so that every listing matches. Changing only the wording, not the details, is the safest approach for both customers and search engines.

Do I need to mention my qualifications in the description?

Mention qualifications and memberships you actually hold, and only where they add value to the customer. Gas work, for example, requires a Gas Safe registered engineer, and customers can check the register themselves. Directories such as UKListingz do not verify qualifications, so the responsibility for accuracy sits with you.

Should my description include keywords?

Include the words customers use, such as your trade and the towns you cover, as part of normal sentences. Repeating a phrase many times makes the text harder to read and does not help people decide. Write for the reader first and let the terms appear naturally.

How often should I update my business description?

Update it whenever a service, location, contact detail or opening pattern changes, and review it at least once a year even if nothing has changed. A quick check keeps your listings honest and prevents the mismatches that confuse customers. Keep a dated copy of each version so you can see what changed.

Sources and further reading

• Google Business Profile Help – guidance on writing and maintaining business information on Google.
• Competition and Markets Authority – the regulator for misleading advertising and fake claims in the UK.
• Trading Standards – local enforcement of consumer law, including advertising claims.
• TrustMark – a government-endorsed scheme for home improvement trades, with a register you can check.

This article is general information, not legal, financial or professional advice. Rules and prices change, so check the official sources above before you act.

Written by UKListingz Editorial Team. How we write and check our articles.