What Should I Put in My Google Business Description?
Your Google Business description is a small box with an outsized job: explain who you are, what you do and who you do it for, in plain language, without overselling. Here is what actually belongs in it.
What the description is actually for
Your business description sits on your Google Business Profile and gives customers (and Google) a short summary of what you offer. It is not an advert and it is not the place for keyword stuffing, it works better as a clear, honest few sentences that describes your business the way you would to a new customer standing in front of you.
What to include
A solid description usually covers:
- What you do — your core service or product, in plain terms.
- Who it is for — homeowners, pet owners, brides, small offices, whoever your typical customer is.
- Where you cover — your town, city, or the areas you travel to.
- What makes your approach clear — for example, fully insured, family-run, mobile service, appointment only. Keep this factual rather than a sales pitch.
- How to get in touch or book — a light mention that customers can call, message or book online.
If you would rather not start from a blank page, our Google Business Profile description generator puts together a draft based on your business details, which you can then edit to sound like you.
What to leave out
A few things are worth avoiding:
- Overclaiming. Avoid phrases that promise guaranteed results, instant service, or being "the only" or "the number one" choice. Google's guidelines discourage this, and customers tend to see through it anyway.
- Keyword stuffing. Repeating "plumber Manchester emergency plumber Manchester" reads badly and does not help you, it just looks like spam.
- Links, phone numbers or special offers. Google does not allow these inside the description itself, they belong in their own fields on your profile.
- Vague filler. Sentences that could apply to any business in any trade tell a customer nothing useful about you specifically.
A simple structure to follow
A dependable structure, roughly two to four sentences, looks something like this:
[What you do] for [who it is for] across [area you cover]. [A factual detail about how you work]. Get in touch to [book, get a quote, arrange a visit].
You can adapt the tone up or down depending on your trade, a cake business can sound a bit warmer, a tradesperson a bit more direct, but the underlying structure holds up well across most local businesses.
Review it every so often
A description written years ago for services you no longer offer, or an area you no longer cover, can quietly mislead customers. Revisit it whenever your services change, and check it still reads naturally rather than like a list of keywords.
Your description is only half the picture
A good description helps your profile look complete, but most customers will still want somewhere to see your full services, prices and photos. LaunchSite builds and manages a simple one-page website you can link straight from your profile, from £39.99/month on a 24-month plan with no upfront build fee, including hosting, SSL, a standard domain, email forwarding and monthly updates.