How to Write a Google Business Profile Description That Actually Works

What the description is — and what it's actually for

Your Google Business Profile description appears on your Knowledge Panel in Google Search and on your Maps listing. It's often one of the first substantive things a customer reads when they're comparing you against a nearby competitor. That makes it prime real estate, which is why leaving it blank — as many businesses do — is a missed opportunity.

The description field has a 750-character limit (including spaces). That's roughly four to six short sentences — enough to say something meaningful, not enough to tell your whole story. The goal is to help a customer quickly understand what you do, who you serve, and why you might be the right choice. It's not a brochure, a pitch, or a list of your best keywords.

What Google allows — and what gets you flagged

Google's guidelines for the business description are worth reading before you write. The field is for factual, honest information about your business. You can describe your services, your history, your team, what makes you different, and the customers you serve.

What Google explicitly prohibits in the description:

• Keywords inserted purely for search purposes — 'best plumber Sydney best plumbing service guaranteed plumber' — is against Google's guidelines and reads badly to real people.
• Pricing claims, promotional offers, or time-limited information — these belong in Posts, not the permanent description.
• URLs, phone numbers, or links — the description is for text only; use the dedicated fields for contact details.
• Content that misrepresents your business — under Australian Consumer Law, a misleading business description can constitute deceptive conduct even in a Google profile field.

What to include

A strong description covers these things in order of importance:

• What you actually do — stated plainly and specifically. 'We service and repair all makes of residential and commercial air conditioning' is clearer than 'Your local HVAC specialists.'
• Who you serve — the type of customer, the area you cover, or the sector you work in. This helps customers self-qualify and tells Google about your relevance to location-based searches.
• What makes you different — something honest and specific. 'Family-run since 1989' or 'All staff are certified tradies with full public liability insurance' gives a real reason to choose you over an otherwise identical listing.
• Your tone — the description should sound like your business. A formal accounting firm and a casual barbershop will write very differently, and both should.

A simple structure that works for most businesses

Sentence 1: What you do and where. 'Birchwood Electrical is a licensed electrical contractor serving homes and businesses across the Northern Suburbs of Melbourne.'

Sentence 2: What you specifically offer. 'We handle everything from new installations and rewiring to safety inspections, smoke alarm compliance, and emergency callouts.'

Sentence 3: What makes you different. 'All work is carried out by licenced A-grade electricians and covered by a workmanship guarantee.'

Sentence 4 (optional): Something human. 'We've been operating in the area since 2003 and most of our work comes from people who've dealt with us before or were referred by a neighbour.'

This leaves you comfortably under 500 characters — room to spare without padding.

What to avoid

• Generic claims — 'We are a passionate and dedicated team committed to excellence' tells a customer nothing they couldn't read on a hundred other profiles.
• Keyword stuffing — violates Google's guidelines and reads badly to a real person.
• Outdated information — a description written for a previous owner, a service you no longer offer, or a location you've left. Customers won't check the date; they'll assume it's current.
• Unsubstantiated promises — 'guaranteed lowest prices' or 'always rated number one' can be misleading under Australian Consumer Law if not clearly supported by evidence. Stick to specific, verifiable facts.