It starts on the A315 Hammersmith Road opposite Olympia and heads south along North End Road. It crossed the A4 at a set of traffic lights before passing West Kensington tube station.
After crossing the A3218 at a double mini-roundabout North End Road continues as a shopping street. The B317 ends a few hundred yards later at a set of traffic lights on the A3219 Dawes Road. The A3219 continues North End Road for a short distance on to meet the A304 at a roundabout; this was originally the B317.