Several homoleptic Ruthenium (II) substituted terpyridine are synthesized and characterized. Their photophysical properties were investigated in acetonitrile. The effect of ligand structure on the photophysical properties is to be elucidated. Steady-state absorption and luminescence emission have shown a metal to ligand charge transfer phenomena. The wavelength of maximum absorption was found to be very similar for all complexes. The wavelength of maximum emission was very variable ranging from 663 nm to 863 nm depending on the electron donating/withdrawing ability of the substituent attached to the terpyridyl ligand. It has been found that the longest wavelength of maximum luminescence was for the strong electron donating substituents such as dimethoxy, methoxy, and methyl groups on the phenyl ring. Luminescence lifetime is measured for all complexes and were found to be in the range 0.43 to 1.76 ns for all complexes except for furyl substituted complex where lifetime of 3.05 ns is obtained. Among all substituted terpyridine, furyl bipyridyl complex shows enhanced luminescence quantum yield and luminescence lifetime.