How to write a better business description

A well-written business description helps customers decide if you are the right match and makes your listing more useful in comparison tools. Clear, factual details let customers see what you offer, who you serve and where, without confusion or wasted enquiries. A good description also informs how your business appears in search and summary previews.

Start with what you do and who you help

Begin your description with a plain statement of your main service or products, and the customers you work with. This helps both customers and directories understand your core business at a glance.

• "We provide domestic and commercial cleaning services for homes, offices and shops" is clearer than "We clean everything". The first tells people what you do and who your clients are.
• If you offer a specialist service, say so: "Specialising in older properties and listed buildings" gives readers a reason to recognise your focus.

Think about what customers would type to find you, but use those words naturally rather than as a list. Avoid repeating your business name or category in every sentence—this can sound awkward and is less useful for anyone reading quickly.

State your location and service area

Tell customers where you are based and where you work. This is more than just your address: it helps people see if you are local to them.

• If you serve a town: "Based in Wisbech, covering surrounding villages within 10 miles"
• If you are limited to a district: "We cover South Bristol and Keynsham only"
• If your work is remote or national: "Online appointments available UK-wide"

Avoid listing towns or areas you do not actually serve, as this can lead to wasted enquiries and may confuse both customers and search tools. Be as specific as you can: "covering all of Norfolk" is better than "serving East Anglia" if you do not work outside the county.

Highlight what is distinctive (without superlatives)

Your description should explain what sets you apart, but stick to facts that can be read and understood by someone new to your business. Avoid superlatives or claims you cannot prove, such as "leading provider" or "number one in town".

Instead, focus on:

• Types of service: "Evening and weekend appointments available"
• Specialist skills: "Trained in dementia-friendly hairdressing"
• Unique processes: "All cleaning products are allergy-friendly and pet-safe"
• Business features: "Family-run since 1992" or "No call-out charge for emergencies"

These kinds of details help a customer with specific needs or preferences make an informed choice and add real comparison value.

Add practical facts only if they are true

Include details that affect how and when someone can use your service:

• Opening hours: "Open Monday to Saturday, 8am to 7pm"
• Access: "Wheelchair accessible entrance and toilet"
• Emergency or out-of-hours cover: "24-hour breakdown call-out for contract customers"

Only mention these if they are accurate and current. If you are not open evenings or do not offer emergency cover, leave it out—misleading information leads to poor experiences and negative comparisons.

Avoid vague, inflated or keyword-heavy wording

Certain words and phrases make your description less useful and can put customers off. Avoid:

• Superlatives: "best", "top-rated", "award-winning"—these are hard to prove and can sound empty.
• Unverifiable claims: "trusted by thousands", "leading experts" unless you provide a clear, factual basis for the claim.
• Keyword lists: "cleaner, cleaning, clean, cleaning services"—these do not read naturally and can look unprofessional.
• Listing towns or areas you do not serve, which can leave customers confused or annoyed.

Instead, stick to the facts about what you actually do, for whom and where.

See the difference: vague versus factual examples

A generic or vague description often leaves the reader unsure about what you really do. Here are before-and-after examples:

Vague:
"We are the number one cleaning service in the area. Offering professional cleaning for all your needs. Trusted team. Fast and affordable."

Factual:
"Domestic and commercial cleaning for homes, offices and shops in the Letchworth area. All staff are DBS checked. Evening appointments available by request."

Vague:
"Your local experts for gardens big and small. No job too large or too small. Call for a free quote."

Factual:
"Garden maintenance and landscaping for private homes in Wirral and Heswall. Regular lawn care, hedge trimming, and garden redesign. Fully insured."

The factual versions help a customer decide quickly whether your business fits their needs. They also provide details that the directory can use in comparisons and summaries.

How your description shapes search, comparison and previews

The words you write in your description influence how your business appears in search and in the Annuvell Local compare tool. When you state something explicitly—such as "Open Saturdays" or "Wheelchair accessible"—these facts can be shown as stated by your business, helping customers compare your offer with others side by side.

Descriptions also feed the AI-generated preview, which pulls out key facts and features for a summary view. If your description is clear and detailed, the preview will better reflect what makes your business relevant to the customer’s search.

Statements in your description are labelled as provided by the business or as stated (not independently verified), so accuracy matters. Vague or exaggerated claims will not help you stand out when customers compare listings.

A quick checklist for editing your description

Before you save your description, use this short checklist:

• Does it say what you do, who for, and where?
• Are all claims factual, specific and current?
• Have you avoided superlatives and unproven claims?
• Are opening hours, access and emergency cover only included if they are true?
• Is the writing clear, without keyword lists or repeated phrases?
• Are only the towns and areas you actually serve included?

You can edit your business description from your listing dashboard after your claim is approved. The AI workspace can suggest improved wording based on your facts, with new words highlighted for your review. Nothing is published until you approve it.

Next steps

Claim your listing and rewrite your business description using the checklist above. Focus on clear, factual details that make it easy for customers to see what you offer. You can find your business and claim your listing here. For more tips on building a stronger profile, read the guide: How to improve your business profile on Annuvell Local.