description (Organization Description)

description · Recommended · Strongly Recommended

What is it?

The description field is a concise summary of what your organization does. This text appears in Google's Knowledge Panel beneath your company name and can be pulled by AI answer engines when generating entity summaries.

Keep it factual, specific, and under 250 characters for best results. This is not a tagline or marketing pitch. It is a machine-readable summary that helps search engines and AI classify your business.

Why this matters for AEO

When AI answer engines like ChatGPT generate a response that mentions your company, they often include a brief description of what you do. If your schema provides a clean description, the AI can use it directly instead of guessing from your page content. Without it, the AI extracts whatever text it finds first on your homepage, which may be a tagline, a hero animation, or a cookie consent banner. A well-written description gives you control over how AI summarizes your organization.

Who created/maintains this?

Schema.org defines description as a property of Thing, inherited by Organization and every other schema type.

Google uses description in Knowledge Panel summaries and as a signal for entity classification. Google may also pull from Wikipedia or other authoritative sources if no schema description is provided.

How to find your value

Write a single sentence that answers: "What does this organization do?"

Formula

[Company name] is a [type of company] that [what you do] for [who you serve].

Examples by company type

Type	Description
SaaS	"Stripe is a financial infrastructure platform for businesses of all sizes."
Agency	"Karpi Studio is a Webflow Enterprise Partner specializing in CRO and AEO for B2B companies."
Healthcare	"Blueberry Pediatrics provides virtual pediatric care through a mobile telemedicine platform."
Deep tech	"BeFC develops paper-based biofuel cells for sustainable, disposable electronics."

Rules

Under 250 characters (Google truncates longer descriptions)
Factual, not promotional ("We are the best" is not a description)
Include your industry or category
Include your target market if space allows
No HTML, no line breaks, plain text only

Format

Type: Text (string)

Length: 50 to 250 characters recommended

Valid examples:

"Stripe is a financial infrastructure platform for businesses of all sizes."
"Karpi Studio is a Webflow Enterprise Partner specializing in CRO and AEO for B2B companies."
"HubSpot is a CRM platform that provides marketing, sales, and customer service software."

Invalid examples:

"The best company in the world!"                    (promotional, not descriptive)
"We help businesses grow."                           (too vague, no specifics)
""                                                    (empty)

How to implement in Webflow

Static pages (homepage)

Add description inside your Organization schema in Page Settings > Custom Code > Inside <head> tag:

{
  "@type": "Organization",
  "@id": "https://www.karpi.studio/#organization",
  "name": "Karpi Studio",
  "url": "https://www.karpi.studio",
  "description": "Karpi Studio is a Webflow Enterprise Partner specializing in CRO and AEO for B2B companies."
}

CMS template pages

The Organization description does not change per CMS item. Reference the Organization via @id on CMS pages. The description lives in the homepage definition only.

With Schema HQ

Schema HQ stores your Organization description and injects it on every page that references your entity. Update it once when your positioning changes.

Learn more about Schema HQ →

JSON-LD Examples

Stripe

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://stripe.com/#organization",
  "name": "Stripe",
  "url": "https://stripe.com",
  "description": "Stripe is a financial infrastructure platform that helps businesses accept payments, manage revenue, and accelerate growth."
}

Karpi Studio

{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "@id": "https://www.karpi.studio/#organization",
  "name": "Karpi Studio",
  "url": "https://www.karpi.studio",
  "description": "Karpi Studio is a Webflow Enterprise Partner specializing in conversion rate optimization and answer engine optimization for B2B companies."
}

Common Mistakes

❌ Promotional language instead of factual description:

"description": "The world's leading provider of cutting-edge solutions"

✅ Factual, specific description:

"description": "HubSpot is a CRM platform providing marketing, sales, and customer service software for growing businesses."

❌ Too vague:

"description": "We help businesses succeed."

✅ Specific about what and for whom:

"description": "Karpi Studio builds revenue-focused Webflow websites for Series A+ B2B companies."

❌ Including HTML or special formatting:

"description": "<strong>Stripe</strong> is a payment platform."

✅ Plain text only:

"description": "Stripe is a payment platform for internet businesses."

❌ Confusing description with disambiguatingDescription:

description is a general summary. disambiguatingDescription is a short phrase that distinguishes your company from others with similar names. They serve different purposes.

Related Fields

name — The name identifies the entity; the description explains what it does.
sameAs — External profiles often contain their own descriptions. Your schema description should be the canonical version.
disambiguatingDescription — A shorter phrase to distinguish between similarly named entities (e.g., "Karpi Studio, the Webflow Enterprise Partner" vs "Karpi, the Portuguese restaurant").
slogan — Your brand tagline. Separate from description. "Let's get real, or let's not play" is a slogan. "Karpi Studio is a Webflow Enterprise Partner" is a description.

Schema HQ

Schema HQ stores your Organization description and injects it consistently across your site. When your positioning evolves, update the description once in the dashboard.

Learn more about Schema HQ →

FAQ

What is the ideal length for description?

Between 50 and 250 characters. Google truncates longer descriptions in Knowledge Panels. AI engines work best with concise, factual summaries. One to two sentences covering what you do and who you serve is optimal.

Should my schema description match my meta description?

They can overlap but serve different purposes. The schema description describes your organization as an entity. The page meta description describes the content of a specific page. Your homepage meta description might say "Webflow CRO and AEO agency for B2B SaaS." Your Organization schema description says "Karpi Studio is a Webflow Enterprise Partner specializing in CRO and AEO for B2B companies." Similar content, different context.

What if Google uses a different description in my Knowledge Panel?

Google may override your schema description with text from Wikipedia, your Google Business Profile, or other authoritative sources. Providing a schema description increases the likelihood that Google uses your preferred text, but does not guarantee it. Consistency across all sources (schema, GBP, Wikipedia, LinkedIn) gives you the best chance.

References

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"address": {  "@type": "PostalAddress",  "streetAddress": "1600 Amphitheatre Parkway",  "addressLocality": "Mountain View",  "addressRegion": "CA",  "postalCode": "94043",  "addressCountry": "US"}

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Unordered list

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Text link

Bold text

Emphasis

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