What Should You Write in Your Google Business Profile Description?

By Bill Stilwell · Last reviewed October 16, 2026

The short answer

Use the description to explain what your business does, who you serve, where you work, and what makes you different, in plain words. Google says to stay within 750 characters, include no links of any kind, and avoid focusing on promotions, prices, or sales. Write it for customers first. If it’s clear and accurate, it also helps Google understand your business.

What this means

The description shows in the “From the business” section of your Google Business Profile (GBP). Google’s guidelines say it should give useful information about your services and products, and can include your mission and history.

Here’s an example for a made-up business, Cedar Valley Tree Care:

“Cedar Valley Tree Care is a family-owned tree service in Post Falls, Idaho, serving Kootenai County since 2014. We handle tree removal, pruning, stump grinding, and storm cleanup for homeowners and property managers. Our crew is ISA certified and fully insured. We give written estimates, clean up every job site, and haul away all debris. Call or request an estimate online.”

That’s under 400 characters. It answers who, what, where, and why. No links, no prices, no “20% off this week.”

Things Google doesn’t allow in the description:

Links of any type
A focus on special offers, prices, or sales
Low-quality or distracting content, like misspellings, gimmicky characters, or gibberish

Google may offer a “Suggest description” button that writes a draft using your profile information. Google says it’s only available in some regions and languages and that you should check suggestions for accuracy.

Why it matters

It answers questions before people call. Customers want to know quickly whether you do what they need, in their area.
Rule-breaking text gets rejected. Google reviews changes before they go live. A description full of links or prices may not be approved.
Consistency helps search engines and AI tools. When your description matches your website and other listings, it’s easier for Google, Bing, and AI assistants to understand and trust what you do (see 19.7 Entity Consistency).
False claims are a legal risk. “Licensed,” “insured,” and “certified” must be true (see 11.3.1 Truthful Advertising Claims).

Who this applies to

Every business with a GBP. Most other listing sites, like Bing Places and Apple Business Connect, also have a description field. Use a similar version there.

How to do it

List the basics: what you do, your main services, who you serve, your service area or location, and how long you’ve been in business.
Add one or two real reasons customers choose you (see 7.1.11 Customer Reason to Choose). Make sure every claim is true and provable.
Write it in plain, short sentences. Put the most important information in the first sentence.
Use the words customers use. If people search for “stump grinding,” say “stump grinding.” Don’t repeat keywords over and over.
Remove links, phone numbers, prices, discounts, and time-limited offers.
Check the length. Stay within 750 characters.
In your Business Profile, select Edit profile, then the edit icon next to Description. Paste it in and select Save.
If you try Google’s suggested description, edit it for accuracy before you save. Remove anything that isn’t true.
Google reviews changes before they appear. Google says most profile changes show in about 10 minutes but can take up to 30 days.
Save the final text in your Master Business Record so every listing uses the same version (see 5 Master Business Record).
Review it once a year or whenever your services change.

What proof to keep

The final description text and the date you saved it
A screenshot of it on your public profile
Proof for any claim in it, such as a license, insurance certificate, or certification

Keep these with your marketing records.

Common mistakes

Keyword stuffing. “Plumber Hayden plumbing Hayden emergency plumber Hayden” reads badly and doesn’t help.
Adding a website link or phone number. Google doesn’t allow links in the description, and your phone and website have their own fields.
Writing a sale. “Spring special, 15% off!” belongs in a post (see 14.9.3 Posts and Updates), not the description.
Using Google’s suggestion without reading it. AI drafts can include details that aren’t true.
Claims you can’t back up. “Best in town” or “licensed” when you aren’t.
Never updating it. Old services or a former service area confuse customers.

When to get help from a pro

Most owners can write this alone. A marketing writer or GBP specialist can help if you’re not sure how to explain what makes you different. Questions to ask:

Does this description say clearly what we do, who we serve, and where?
Does it match our website and other listings?

Bill’s note

[Bill: add a short story or lesson here. For example, a description that was keyword-stuffed before you rewrote it, or the one sentence you think every description should start with.]

If you’d rather have this done for you, SiteSmarty handles Google Business Profile setup, including the business description.

How I did this for SiteSmarty

[Date I did this:]
[What I actually did, step by step: the SiteSmarty description and how I wrote it]
[What it cost and how long it took:]
[What surprised me or what I’d do differently:]
[Screenshot or photo to add, with private info blurred: the description in the editor and on the public profile]
[Result so far:]

Questions people ask

How long can a Google Business Profile description be? Google says up to 750 characters.

Can I put my website link in my description? No. Google’s guidelines say no links of any type are allowed. Use the website field instead.

Should I add keywords to my description? Use the plain words customers use for your services, once or twice. Don’t repeat them to rank higher.

Can I use Google’s suggested description? You can, if it’s offered. Read it carefully and fix anything that isn’t accurate before you save.

Audit check

Question: Does the Google Business Profile description clearly explain the business in 750 characters or less, with no links, prices, or promotions, and only true claims?
Pass looks like: Plain description of services, customers, and area. Under 750 characters. No links, prices, or offers. Every claim is provable. Matches the website and other listings.
Fail looks like: Keyword-stuffed text. Links or phone numbers. Sale or price language. Claims the business can’t prove. Outdated services or area.
Evidence to collect: Screenshot of the description, the saved text in the Master Business Record, and proof for any claims.

Where this fits

Do this first: 7.1.2 Core Offer, 7.1.11 Customer Reason to Choose, 14.1.7 Services, 14.8.1 Google Business Profile Verification

Do this next: 14.9.2 Products on Your Profile

Sources

Google Business Profile Help, "Guidelines for representing your business on Google" (checked October 16, 2026)
Google Business Profile Help, "Edit your Business Profile" (checked October 16, 2026)
Google Business Profile Help, "Manage your Business Profile description" (checked October 16, 2026)
Google Business Profile Help, "Create a bulk upload spreadsheet for Business Profiles" (checked October 16, 2026)

This page explains general rules and Bill's own experience. It is not legal, tax, or insurance advice. Talk to a qualified professional about your situation.