How to Write an Effective Business Description on Google Business

Quick breakdown:

• A clear one-line summary of what you do, who it’s for, and where you serve

• Your strongest differentiator in the first two sentences

• Natural keyword use (service + location + speciality), without stuffing

• Proof points: years trading, qualifications, awards, guarantees, review mentions

• A simple next step: call, book, visit, message

Your description is one of the few places on your google business profile where you can tell your story in your own words. It helps customers quickly “get” what you do, and it gives Google extra context about your services, location, and relevance.

If you’re still building out your listing, start with Digitally Unique’s guide on how to set up a Google Business profile, then come back to refine your wording once the foundations are in place.

Start with the first 2 lines (they do the heavy lifting)

Most people skim, especially on mobile. So treat your opening as a mini pitch:

• Line 1: What you do + who you help + where you are

• Line 2: Why you’re different (speed, quality, specialism, experience, approach)

Example opener (swap details for your business): “We’re a Leeds-based accounting firm helping contractors and small businesses stay tax-efficient, compliant, and confident all year round. Expect clear advice, fixed fees, and fast responses from a team that actually picks up the phone.”

What to include (without turning it into a brochure)

A strong description feels informative, not salesy. Think “helpful overview” rather than “ad copy”. A practical way to structure it is:

• Core services (your main money-makers, not every tiny add-on)

• Service area (towns, boroughs, regions, or “UK-wide” if genuine)

• Who you specialise in (families, landlords, start-ups, B2B, etc.)

• Trust signals (years established, accreditations, memberships, guarantees)

• A human detail (what clients value about working with you)

• A gentle call to action (book, call, visit, request a quote)

If you want examples and deeper guidance, I’d look at BrightLocal’s breakdown of Google Business Profile description best practice as you fine-tune your wording while drafting.

Keyword strategy that feels natural (and actually works)

For google business profile optimisation, keywords matter, but subtlety matters more. The goal is to sound like a real business, while still signalling relevance.

Use this simple “keyword blend”:

1. Primary service term (e.g., “emergency plumber”, “wedding florist”, “IT support”)

2. Location modifier (e.g., “in Bristol”, “across South London”, “serving Surrey”)

3. Specialism or outcome (e.g., “same-day callouts”, “eco-friendly”, “fixed-fee”, “24/7”)

Where to place keywords:

• Once in the opening sentence, if it reads smoothly

• Once more in the middle, when listing core services

• Optionally, a final mention near the end when you summarise who you help

What to avoid:

• Repeating the same phrase over and over

• Dumping a list of towns

• Awkward wording that screams “SEO”

A good rule: if it sounds odd when you read it aloud, rewrite it.

A copy-and-paste template you can adapt in 10 minutes

Use this and tailor it to your business:

• Sentence 1: We’re a [service] in [location], helping [ideal customer] with [main outcome].

• Sentence 2: Choose us for [differentiator 1], [differentiator 2], and [proof point].

• Sentence 3: Our core services include [service A], [service B], and [service C] across [service area].

• Sentence 4: If you’re looking for [specific need], we’re happy to [next step].

To keep your wider listing aligned with what Google tends to reward, it’s worth reading Search Engine Journal’s guide to Google Business Profile local SEO as you expand beyond just the description.

Common mistakes that get descriptions ignored (or feel untrustworthy)

• Writing like a corporate mission statement instead of speaking to customers

• Overhyping with vague claims like “best in the UK” with no proof

• Listing promotions, prices, or shouty sales language

• Using ALL CAPS, excessive punctuation, or filler buzzwords

Final checklist before you hit save

• Does the first sentence clearly say what you do and where you do it?

• Would a stranger understand your offer in under 10 seconds?

• Have you included one or two natural keyword phrases (not ten)?

• Have you added at least one credibility detail (years, accreditation, guarantee, award)?

• Does it sound like a human wrote it?

If you want a second pair of eyes, copy your current Google Business description into your notes and read it out loud. If you stumble, your customers will too. Tighten the first sentence, cut anything vague, then add one specific proof point (a number, a credential, a turnaround time) that makes you feel real and trustworthy.

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FAQ

What should I include in my Google Business Profile description?

Include what you do, who you help, where you operate, your key services, one or two trust signals (years, accreditations, awards), and a clear next step.

How long should a Google Business Profile description be?

Aim to use the available character limit without padding. Keep it skimmable, front-load the essentials, and avoid repeating the same phrases.

Can I use keywords in my business description?

Yes, but use them naturally. Include your primary service and location in a way that reads smoothly, and avoid keyword stuffing.

Should I list every service and every town I cover?

No. Focus on your core services and describe your service area in plain English. Long lists can look spammy and are less useful to readers.

What are common mistakes that make descriptions less effective?

Overly salesy language, vague claims with no proof, all-caps or excessive punctuation, repeating keywords, and writing like a corporate mission statement.

How often should I update my description?

Update it when your services change, you add a new speciality, you enter a new area, or you’ve got a strong new proof point (award, accreditation, milestone).