How to Write Your Google Business Description
Your Google Business Profile description is the short paragraph customers see under "From the business" when they open your listing. Conqueror Capital treats it as a sales sentence in plain words: what you do, who you do it for and where. Many owners write it once and never read it again. Here is what Google allows, what it rejects, and how to write one that helps a customer choose you.
AT A GLANCE
By Conqueror Capital · Published
The short answer: Say what you offer, who you serve, where you work and what makes you different, in plain words. Google's help says to leave out URLs and HTML, keep it under 750 characters, and focus on the business rather than promotions, prices or sales. Read it once a quarter and update it when your services change.
WHAT GOOGLE SAYS
Google's help page on editing your profile describes the field as "a brief description of your business that shows in the 'From the business' section." It suggests including what you offer, what makes you special, how long you have been in business, and anything else that is helpful for customers to know.1
The same page lists what to avoid: "Do not include URLs or HTML code," "Do not exceed 750 characters in the description field," and focus on details about your business "instead of details about promotions, prices, or sales."1
Google's guidelines for representing your business go further. The description should cover services and products, and the mission and history of the business. It should be "upfront and honest," content with no clear link to your business is not allowed, and so are misspellings, gimmicky characters and gibberish. On links the wording is short: "No links of any type are allowed."2
A SIMPLE WAY TO WRITE IT
You do not need to be a copywriter. Write four plain sentences, then trim:
- What you do and where. Your main service and the town or area you work in, the way a customer would say it.
- Who you help. Homeowners, families, restaurants, property managers: the people you actually serve.
- Your main services. The three or four services people ask for most, named the way customers name them, not in trade jargon.
- What makes you different. Something true and checkable, such as how long you have been open, a language your team speaks, or the kind of work you specialise in.
Then read it out loud. If a sentence would fit any business in your trade, make it more specific or cut it. Keep sale wording, discount figures and lines like "call now" out of the description. Offers belong in Google posts and on your website. Our post on Google's listing content rules covers the same cleanup for the other fields.
COMMON MISTAKES
- Keyword lists. A string of services and town names reads badly to customers. Write sentences instead.
- Old information. Services you stopped offering, a team member who left, a second location that closed.
- A website address in the text. Your website has its own field. Links in the description are not allowed.
- Claims you cannot back up. Boasts such as "best in town" tell a customer nothing and invite doubt. Say what you actually do well.
- Different wording from your website. If the profile and the site describe different services, customers notice. Our post on NAP consistency covers keeping your basic details the same everywhere.
IF GOOGLE OFFERS TO WRITE IT
Google's help page says you can have AI help create your business description, and that this is "currently available for select regions and languages."1 A draft can be a useful start. Read every sentence before you save it, remove anything that is not true or not current, and make sure it names the services and area you really cover.
SMALL, MID-SIZE AND ENTERPRISE
Small businesses: one good description, checked whenever your services or hours change, is enough. Put a reminder in your calendar each quarter.
Mid-size businesses: match the services named in the description to the services section of the profile and to the service pages on your website, so all three use the same names.
Multi-location and enterprise brands: write one approved brand paragraph, then give each location a sentence about its own area, team or specialities, so the descriptions are not identical copies. Keep the master text in one place and review every location in one pass. Our guide to Google Business Profiles for multiple locations covers the bulk tools, and see how we work with enterprise teams.
FAQ
How long can a Google Business Profile description be?
Google's help says the description field should not exceed 750 characters. Most good descriptions say what they need to in fewer.
Can I put my website link in my Google Business Profile description?
No. Google's guidelines say no links of any type are allowed in the description, and its help page says not to include URLs or HTML code. Use the website field instead.
Can I mention prices or sales in the description?
Google asks you to focus on details about your business instead of promotions, prices or sales. Put offers in Google posts and on your website.
What should a Google Business Profile description include?
What you offer, who you serve, where you work, what makes you different and how long you have been in business, written in plain, honest sentences.
How often should I update my Google Business Profile description?
Read it at least once a quarter and whenever you add or drop a service, open or close a location, or change who you serve.
SOURCES
- Google Business Profile Help, Edit your Business Profile.
- Google Business Profile Help, Guidelines for representing your business on Google.
Platforms change often. Check the sources for the current version before acting.
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