How to Write a Clear Google Business Profile Description

A Google Business Profile description helps prospective customers understand your business. Write for the person deciding whether your service fits their needs, without assuming that a particular sentence structure guarantees a ranking or conversion improvement.

The field allows no more than 750 characters, including spaces. Do not include URLs in the description; put your link in the website field. See Google's profile field requirements and description rules.

Decide What a Customer Needs to Know

Before drafting, write short answers to five questions:

1. What service do you provide?
2. Who is it for?
3. Where do you genuinely operate?
4. What relevant approach or qualification can you substantiate?
5. Is there an additional service or simple next step worth mentioning?

You do not need a separate paragraph for every answer. Combine related details and omit anything that adds little useful information.

Build the Description

Start with the service and audience. An illustrative opening is "Bookkeeping and tax planning for construction contractors in Edinburgh."

Explain the work. Name the actual services, such as monthly bookkeeping or job-cost reporting. Avoid a long list of repeated search terms.

Add a meaningful detail. Explain the approach or a verified qualification if relevant. Do not invent years of experience, client counts, or financial results.

Use a plain next step if helpful. "Contact us to ask about a consultation" does not require a URL. Only describe the consultation as free if it is free.

This is a drafting structure, not a claim about how Google's algorithm weights the description.

Illustrative Example

Here is a fictional before-and-after description, not a client engagement.

Before: "Tax planning and bookkeeping services for small businesses."

After: "Bookkeeping and tax planning for construction contractors in Edinburgh. We provide monthly bookkeeping, tax-return preparation, and job-cost reporting. Our work helps owners review the figures behind each project. Consultations are available by appointment. Contact us to ask about the services that fit your business."

This example fits within the 750-character limit. It explains a service, audience, location, and next step without claiming a measured client outcome. Use it only as a structure; replace every detail with information that is true of your business.

Publish only documented results and credentials. If adding a results sentence, start with "[your verified result, measurement period, and sample size]" and remove it if you cannot substantiate it.

Check Before Saving

Count characters, including spaces, after replacing any placeholders. Do not use a word target such as 150 or 200 words as a substitute. Read the copy aloud, remove repetition, check qualifications and service details, and confirm that it contains no URLs.

Revisit the description when your services or location change. A shorter, accurate description is preferable to filling the field with unsupported claims.

To check your website's AI readiness, the free AI Visibility Score runs over 100 automated checks of website access, readable content, and business details. Results appear on the page, usually under a minute, and the score and top fixes are emailed to you. It does not score Google Business Profile, social accounts, or content.

For a Google Business Profile review, the Full Report is $39 one-time, human-reviewed, and delivered within 24 hours. It covers your website, Google Business Profile, social profiles, and relevant queries in ChatGPT, Gemini, Claude, Grok, and Google AI. It includes two competitor comparisons, website headline and Google description rewrites, prioritised fixes, and a 90-day action plan.