I am using the description for it now but I would like it to show up on the initial search results page. In this day in age the only thing people care about is phone website and email. I know I can make their "Details" button and the "Company Name" link to their website instead of a details page but that isn't intuitive for most users. You have to think about UX when adding those types of things and most other sites don't work like that. If you simply had a field and parameter to show the website on the details page like you do [PHONE], [HOURS] and [ADDRESS] and have a param for [WEBSITE] that would be ideal. Seems like a simple idea that would be really useful for 99% of business and locations out there including your customers.
If you wanted to be really progressive you would add a standard of 5 additonal custom fields with a display param of [CUSTOM1], [CUSTOM2] etc and just allow us to put whatever we like in the results view. This way your customers can pick and choose info important to them and choose to show or not. This would probably help many other requests you get as well. Just a thought.