1. Lead with the business and the work
Say what the company is and the few service types it is genuinely built to handle. A reader should not need to decode an agency phrase to understand the business.
Business Profile description guide
Google Business Profile description examples for local businesses.
A strong Google Business Profile description says what the business does, where it works, and what a customer can expect—using details the owner can prove. Google allows up to 750 characters and tells businesses to focus on helpful information rather than URLs, prices, sales language, or a pile of search terms. Start with the real operation, not a marketing slogan.
Why this matters before you change anything
A customer who finds you in Maps is usually comparing a few options quickly. The description should help them recognize a fit and move to the next step. It is not the place to stuff every city, offer a price that may not apply, or make a claim the crew cannot back up when the phone rings.
A practical order of operations
Start with the facts, then make the change.
2. Add only location and proof you can verify
Use the real service area, years in business, credentials, availability, or operating approach only if it is current and defensible. If a fact would make a customer feel misled, leave it out.
3. Explain the customer experience
A useful detail can be how appointments are scheduled, whether the business handles emergency work, or the kind of customer it is best set up to serve. Make it specific enough to help someone self-select.
4. Read it like a customer, then like the person answering the phone
If the description says you do a service, the team needs to take that job. If it gives an expectation about timing or geography, the business needs to honor it.
Keep the business protected
What not to do
No URLs, phone numbers, or markup
Google says not to include URLs or HTML code in the description. Keep contact paths in the fields Google provides instead of turning the description into a classified ad.
No promotion disguised as a description
Google tells businesses to focus on helpful details about the company rather than sales, prices, or promotions. Use an actual offer post when there is a real offer with terms.
No city-and-service list
A string of towns and services does not explain the business. Choose the work and geography that make a customer understand whether you are a fit.
Adapt the facts, not the wording
Examples that need to stay true
HVAC company
[Business Name] helps homeowners in [service area] with air-conditioning and heating repair, replacement, and maintenance. Our team handles [specific work you actually take] and gives customers a clear next step when they call. [Add only a truthful detail such as years serving the area, license information, or emergency-hours policy.]
Plumbing company
[Business Name] provides residential plumbing service in [service area], including [three real priority services]. We are set up for [repair / scheduled work / emergency work—only what is true] and explain the job before work begins. [Add a factual proof point the business can support.]
Electrician
[Business Name] is an electrical contractor serving [service area]. We help with [specific work the company is licensed and equipped to perform], from [common project type] to [common project type]. Customers can call us to discuss the job, availability, and whether the work is a fit for our team.
Dental practice
[Practice Name] provides [real patient services] for patients in [city or service area]. Our team helps patients understand appointment options, what to bring, and the next step before they arrive. [Add only truthful information about the practice, providers, languages, hours, or access.]
Law firm
[Firm Name] helps clients in [service area] with [practice areas the firm actively handles]. We explain the first consultation process, what information may be useful to bring, and how to contact the office. Do not claim results, specialties, or availability the firm cannot substantiate.
Auto repair shop
[Business Name] provides [real repair and maintenance services] for drivers in [service area]. We handle [priority work] and give customers a straightforward way to ask about scheduling, inspections, and what the shop can take on. [Add a current, factual operating detail if useful.]
Keep moving without guessing
Related owner resources
Review the full Business Profile audit
Make sure the description agrees with the category, services, customer path, and real operations before you publish it.
Open the resource →Choose categories before writing around them
A description explains the business; it should not compensate for an inaccurate category.
Open the resource →Organize the services customers see
Use the services editor and site pages to make individual work types easier to recognize.
Open the resource →Questions business owners ask
What should I write in my Google Business Profile description?
Explain what the business offers, what makes it useful to a customer, and any current factual detail that helps someone decide whether to contact you. Keep it tied to the real operation.
How long can a Google Business Profile description be?
Google says the description field can contain up to 750 characters. The goal is not to fill every character; it is to make the business clear.
Can I put keywords in my Google Business Profile description?
Use the normal words a customer would use to understand your real services. Do not turn the description into repeated towns, service phrases, or claims that do not read naturally.
Can I include my phone number or website in the description?
Google says not to include URLs or HTML code in the description. Use the profile’s website and phone fields for those actions.
Can I put prices or promotions in my Business Profile description?
Google says to focus primarily on helpful business details instead of promotions, prices, or sales. Use the appropriate post or offer format when you have an accurate, current promotion.
Should every location use the same description?
Only if the description is completely true and useful for every location. If offices, services, hours, or customer experience differ, each profile should reflect the actual location.
Can I use AI to write my Google Business Profile description?
You can use a draft as a starting point, but the owner should check every fact, remove generic claims, and make it sound like the business customers will actually reach. Google’s own product may offer assistance in some regions, but accuracy remains the business’s responsibility.
How often should I update my description?
Update it when the real business changes: services, service area, operating model, qualifications, or customer process. Do not rewrite it repeatedly just to look active.
Source-backed guidance
Official sources behind this guide
We use first-party Google guidance when a page discusses how Google products, policies, or eligibility work. These sources are here so you can check the underlying rules yourself.
- Google Business Profile Help: edit your Business Profile
Google’s current rules for Business Profile descriptions, customer-facing details, and keeping profile information accurate.
- Google Business Profile Help: representation guidelines
Google’s rules for accurately representing a business, including category guidance.
- Google Business Profile Help: choose a business category
Google’s guidance for choosing accurate primary and additional business categories.
- Google Business Profile Help: manage services
Google’s instructions for adding and managing service offerings in an eligible Business Profile.
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