How to write a Google Business Profile description

Your description is the “From the business” text on your Google Business Profile. Google reviews changes before they go live, and its help pages set these rules:

• Length: Google says not to exceed 750 characters.
• What it’s for: useful information on the services and products you offer, and the mission and history of your business. Google suggests covering what you offer, what makes you special, how long you’ve been in business, and anything else that’s helpful for customers to know.
• No links: Google’s guidelines say no links of any type are allowed, and its editing help says no URLs or HTML code.
• No focus on prices or promotions: Google says the description shouldn’t focus on special promotions, prices and sales. Its examples of what’s not allowed are a line announcing half price on everything, and “Best bagels in town for $5!”.
• No low-quality content: misspellings, gimmicky character use and gibberish aren’t allowed.

Google’s description rules don’t use the words “keyword stuffing”, but a list of search terms is exactly the kind of low-quality, distracting content they rule out. And stuffing keywords into your business name breaks Google’s name guidelines, which can get a profile suspended.

• What you do, in the words customers use. “Boiler repairs and servicing”, not “heating solutions”.
• Who it’s for. Homeowners, landlords, families, small businesses.
• Where you work. Your town and the main areas you cover, especially if you’re a service-area business.
• What makes you different. Something true and checkable: how long you’ve been trading, a qualification or registration you hold, the way you work.
• How to get started. Call, message or book. Your phone number and website already sit elsewhere on the profile, so you don’t need to repeat them.

Only write what you can back up. If you’re not Gas Safe registered, don’t imply it. If you haven’t won an award, don’t hint at one.

Many people only read the first line or two, so put the most useful sentence first. A structure that works for most local businesses:

1. Sentence one: what you do, and where.
2. Sentence two: the main services, or the kinds of customers you help.
3. Sentence three: what makes you different, stated plainly.
4. Sentence four: how you work, or what to expect when someone gets in touch.

Aim for 400 to 750 characters. Write it in a document first, count the characters, then paste it in.

These are fictional examples for made-up businesses, written to show the structure. Swap in your own true details. None of them include prices, offers or links.

Plumber and heating engineer

[Business name] is a family-run plumbing and heating business in Chichester, covering Bognor Regis, Midhurst and the villages in between. We repair and service boilers, fix leaks, replace taps and toilets, and fit new bathrooms. We’re Gas Safe registered and have worked in the area since 2012. When you get in touch, you’ll speak to one of the two of us who’ll actually do the job, and we’ll give you a clear written quote before any work starts.

Hair salon

[Salon name] is a small, friendly hair salon in the centre of Worthing. We offer cuts, colour, balayage and styling for all hair types, plus wedding and event hair. Our team of four has more than 30 years’ experience between us. Every new colour client gets a consultation and patch test first, and we’re happy to talk through what will suit your hair before you book.

Physiotherapy clinic

[Clinic name] is a physiotherapy clinic in Horsham helping people recover from back and neck pain, sports injuries and surgery. All our physiotherapists are registered with the HCPC. Appointments start with a full assessment, and you leave with a plan and exercises you can do at home. We see adults and teenagers, with early morning and evening appointments for people who work.

Cleaning company

[Business name] provides regular home cleaning, end of tenancy cleans and office cleaning across Portsmouth, Havant and Waterlooville. We’re a small local team, and we send the same cleaner each visit wherever we can, so you know who is coming into your home. We bring our own equipment and products, and we’re insured. Tell us what you need and we’ll arrange a visit to see the space first.

Boxing gym

[Gym name] is a boxing gym in Crawley for all ages and levels, from complete beginners to competitive boxers. We run beginner classes, kids’ sessions, fitness boxing and one-to-one coaching. Our coaches are qualified and DBS checked. You don’t need any experience to start: come to a beginner class and we’ll show you the basics.

• Putting in a link or web address. Not allowed. Your website has its own field.
• Leading with a price or an offer. “Boiler service £X this month” focuses on prices and promotions, which Google says not to do. Put prices on your website.
• A list of keywords. “Plumber Chichester, emergency plumber Chichester, plumber near me” reads as spam to customers and is the kind of low-quality content the rules rule out.
• Capitals, emoji and symbols. Google names gimmicky character use as low quality.
• Claims you can’t prove. “Best in Sussex” or an award you haven’t won.
• Wasting the first line. “Welcome to our Google page!” tells nobody anything.

The description is one part of your profile. Your category, services, photos and reviews matter too. The guide to local SEO explains how they fit together.

If you’d rather have it done, the Local Search Fix is a fixed £800. I fill in your Google Business Profile properly, including a description written within Google’s rules, make the key fixes on your website, add schema markup and set up review requests that ask every customer. It’s paid £400 to start and £400 at launch, typically 1 to 2 weeks.

No one can promise that a better description moves you up the map, and I won’t. What it does is tell the people who find you what you do and why to pick you.

• Edit your Business Profile, Google Business Profile Help, accessed 30 September 2026
• Guidelines for representing your business on Google, Google Business Profile Help, accessed 30 September 2026