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How to Write Your Google Business Description

About 15 minutes

Step 3 of 6 in Get found on Google

The description is the one place on your Google profile where you get to talk in your own words. Most owners either leave it blank or paste in a sales pitch. This guide shows you what Google allows, what a good one says, and how to write yours in about 15 minutes.

You need: a claimed profile and about five true facts about your business.

What Google allows

  • The description can be up to 750 characters. That is roughly 120 words.
  • Say what you offer, what makes your business special, how long you have been in business, and anything else that helps a customer.
  • Leave out links and HTML code.
  • Do not make it mostly promotions, prices or sales. Focus on the business.

Google's guidelines also warn against keyword-heavy or gimmicky descriptions. Write for a person, not for a search engine.

Step 1. Gather five facts

Write down answers to these. Short is fine, and only put in what is true today.

  1. What do you do, in plain words?
  2. Who do you do it for, and where?
  3. How long have you been in business, or how long have you done this work?
  4. What is one thing customers say they like about you? (Only something you have actually heard.)
  5. What should someone do next: call, book, stop in?

Step 2. Write it in four short sentences

Follow this outline:

  1. What and where. "We are a [type of business] serving [your area]."
  2. What you offer. Name your main two or three services.
  3. What is different. One true thing, such as how you work, how long you have done it, or who you are.
  4. What to do next. "Call us to [do the main thing]."

Sample only. An imaginary company, not a real business.

Desert Breeze Heating and Air has served homes in the West Valley since 2009. We repair and replace air conditioners and furnaces, and we offer yearly tune ups before the summer heat. Our technicians explain the problem before they start work and clean up when they finish. We are a family owned company. Call us for a repair, a second opinion or a quote on a new system.

That runs well under 750 characters and has no links, prices or hours. Hours have their own place on your profile, so keep them out of the description.

Step 3. Add it to your profile

  1. Go to business.google.com and open your profile.
  2. Select Edit profile.
  3. Find the business description box, paste in your text and check the character count.
  4. Select Save.

Google may take a little while to show a change. If your description is rejected, look for links, prices or promotional wording and take them out.

Use AI for a first draft

An AI chat tool can turn your five facts into a clean draft quickly. The danger is that it will add things that sound nice and are not true. This prompt keeps it to your facts. Copy it, fill in the brackets, and paste your own five answers.

Write a Google Business Profile description for my business. It must be under 700 characters, in plain words, with no links, no prices, no hours and no exclamation points.

Use only the facts below. Do not add awards, years, guarantees, certifications, customer quotes or anything else I did not give you. If you need a fact that is not here, write [ASK ME] instead of guessing.

My business name: [name exactly as it is on your sign]

What we do: [your answer]

Who and where: [your answer]

How long: [your answer]

What is different: [your answer]

Next step for customers: [your answer]

Give me two versions.

Then check it like a skeptic:

  • Read every word and ask "Is this true today?"
  • Delete anything with [ASK ME] in it, or fill in the fact yourself.
  • Cut any claim you could not prove to a customer, such as "the best" or "number one."
  • Make sure the name, services and area match your website and your categories.

For more on working with AI without it making things up, see How to Use AI to Write Your Marketing Without It Making Things Up.

Check your work

  • It is under 750 characters, has no links and is not mostly a sales pitch.
  • Every statement is true today.
  • It says what you do and where, in the first sentence.
  • It reads like you talk.

Keep it up

Reread it each quarter and whenever your services, area or ownership change. Google's page for this is Edit your Business Profile.

If you would rather hand this off

We write your profile text from what you tell us about the business and keep it matching your website. See Google Business Profile Management, or get started.