When a buyer asks ChatGPT who can solve their problem, your business description is one of the few parts of the answer you write yourself. You get 300 characters, less than half of Google's 750, and ChatGPT silently drops anything past the limit.
Here's how we approach it with our B2B clients.
Please note OpenAI hasn’t published how the description influences which businesses ChatGPT recommends. Until it does, we advise clients to write it for the buyer reading it, not as a visibility lever.
Structuring your description
Your description should typically follow this structure - [What you do] for [who you serve] in [where you work]. Then one fact a buyer can check, should space allow.
Stress test each element of your description
Test | Ask yourself | Usually fails |
Searchable | Would a buyer type these words? | Internal product names, acronyms, "solutions" |
Verifiable | Could a buyer check it? | "Leading", "innovative", "best-in-class" |
Essential | Would we miss it if it were cut? | Your company name, phone, hours, keyword lists |
Some example structures by business type
The pattern holds across B2B, but what leads and what proves it changes:
Business type | Lead with | Proof point that lands |
Manufacturer | Capabilities and the industries you supply | Certifications, production volumes |
B2B software | The job it does and who uses it | Integrations, compliance standards |
Professional services | The service and the client size or sector | Response times, credentials, tenure |
Here are three illustrative (fictional) examples, each under 300 characters:
Manufacturer (243 characters)
Custom metal stampings and assemblies for OEMs in agriculture, HVAC and heavy equipment. We run prototype to production volumes in-house, with ISO 9001 certification. Based in Rockford, Illinois, shipping to manufacturers across North America.
B2B software (263 characters)
Contract management software for in-house legal teams at mid-size companies. Draft, approve and sign contracts in one place, with renewal alerts and a searchable clause library. Integrates with Salesforce and Microsoft 365. Based in Minneapolis, serving US teams.
Professional services (254 characters)
IT managed services for healthcare clinics and medical groups with 20 to 200 staff. We handle help desk, security and HIPAA-ready backups, with a 1-hour response time on critical tickets. Based in Milwaukee, serving clinics across Wisconsin and Illinois.
Before and after you hit save
290 characters or fewer, spaces included, to leave a margin
Ends on a complete sentence
Every phrase passes the three tests
Audience wording matches your other profiles
After saving, reopen the About tab and read what actually saved
If you see "Couldn't confirm your save", retry and check again
Check the profile preview the way a buyer would see it
