diff --git a/esphome/components/dashboard_import/dashboard_import.cpp b/esphome/components/dashboard_import/dashboard_import.cpp
index 6875fd61a5..c04696fd53 100644
--- a/esphome/components/dashboard_import/dashboard_import.cpp
+++ b/esphome/components/dashboard_import/dashboard_import.cpp
@@ -5,7 +5,7 @@ namespace dashboard_import {
 
 static std::string g_package_import_url;  // NOLINT
 
-std::string get_package_import_url() { return g_package_import_url; }
+const std::string &get_package_import_url() { return g_package_import_url; }
 void set_package_import_url(std::string url) { g_package_import_url = std::move(url); }
 
 }  // namespace dashboard_import
diff --git a/esphome/components/dashboard_import/dashboard_import.h b/esphome/components/dashboard_import/dashboard_import.h
index 0ca2994aab..edcda6b803 100644
--- a/esphome/components/dashboard_import/dashboard_import.h
+++ b/esphome/components/dashboard_import/dashboard_import.h
@@ -5,7 +5,7 @@
 namespace esphome {
 namespace dashboard_import {
 
-std::string get_package_import_url();
+const std::string &get_package_import_url();
 void set_package_import_url(std::string url);
 
 }  // namespace dashboard_import
diff --git a/esphome/components/mdns/__init__.py b/esphome/components/mdns/__init__.py
index 675620f01e..05f909b6fd 100644
--- a/esphome/components/mdns/__init__.py
+++ b/esphome/components/mdns/__init__.py
@@ -123,9 +123,6 @@ async def to_code(config):
     if "api" in CORE.config:
         # Always: get_mac_address()
         dynamic_txt_count += 1
-        # Conditional: dashboard_import_url
-        if "dashboard_import" in CORE.config:
-            dynamic_txt_count += 1
     # User-provided templatable TXT values (only lambdas, not static strings)
     dynamic_txt_count += sum(
         1
diff --git a/esphome/components/mdns/mdns_component.cpp b/esphome/components/mdns/mdns_component.cpp
index 4cab3e50f6..4e33fccec5 100644
--- a/esphome/components/mdns/mdns_component.cpp
+++ b/esphome/components/mdns/mdns_component.cpp
@@ -137,8 +137,8 @@ void MDNSComponent::compile_records_() {
 #endif  // ESPHOME_PROJECT_NAME
 
 #ifdef USE_DASHBOARD_IMPORT
-    txt_records.push_back({MDNS_STR(TXT_PACKAGE_IMPORT_URL),
-                           MDNS_STR(this->add_dynamic_txt_value(dashboard_import::get_package_import_url()))});
+    txt_records.push_back(
+        {MDNS_STR(TXT_PACKAGE_IMPORT_URL), MDNS_STR(dashboard_import::get_package_import_url().c_str())});
 #endif
   }
 #endif  // USE_API