Your Google Business Profile description should say, in plain words, what you do, who you do it for, where you work and what makes you worth choosing, all in 750 characters or less. Google asks you to keep it honest and focused on your business, with no links, no prices and no sale language, so think of it as a short, friendly introduction rather than an ad.
I have rewritten the description for my own wellness center in Charlottesville more than once, and most profiles I review either leave the box empty or fill it with keywords nobody would read out loud. Here is what Google actually allows, what to include, and a simple way to write yours in about twenty minutes.
What are Google's rules for the business description?
Keep it under 750 characters, keep it about your business, and leave out links, promotions and prices. Those are the three rules to remember.
Google's guidelines for representing your business on Google say the description field is for useful information about the services and products you offer, plus your mission and history. The same page says no links of any type are allowed, and that content focused on special promotions, prices or sales is not allowed either. It also rules out low-quality or distracting content such as misspellings, gimmicky characters and gibberish.
Google's help page on editing your Business Profile adds the length limit: do not exceed 750 characters. It also says the description should not include URLs or HTML, and suggests covering what you offer, what makes you special and how long you have been in business.
What should I actually put in it?
Answer the five questions a new customer has before they call: what you do, who it is for, where you work, why you, and what to do next. If your description covers those, it is doing its job.
- What you do, in the first sentence. Lead with the plain version so a customer skimming on their phone gets it right away. A cabinet shop builds and installs custom kitchen cabinets. A café serves breakfast and lunch with bread baked in-house.
- Who you serve. Homeowners, property managers, families with young kids, small offices. Be specific enough that the right customer recognizes themselves.
- Where you work. Name your real service area or neighborhood once, in a natural sentence. A plumber based in Crozet who covers Albemarle County and Waynesboro can simply say so. One mention is enough.
- What makes you different. How long you have been open, who does the work, a licence or certification, a specialty you are known for. Facts beat adjectives.
- What happens next. Tell people the easiest way to start, such as calling for a same-week estimate or booking online. Just do not paste a link; the website and booking buttons already sit elsewhere on your profile.
Does the description help my business rank higher on Google?
Not in any way Google has spelled out, so write it for people, not for the algorithm. Its real value is helping a customer decide to call you once they have found you.
Google's page on how local results are ranked says results are mainly based on relevance, distance and prominence, and that businesses with complete and accurate info are more likely to show up. It lists things like your address, hours and category, and it does not single out the description. It also says there is no way to request or pay for a better local ranking.
So a complete profile matters, and a filled-in description is part of being complete. But stuffing it with every service and town name will not move you up, and it can make the profile read like spam to the people you are trying to win. Bigger levers are your primary category, accurate details and a steady flow of real reviews.
What mistakes should I avoid?
The common ones are keyword lists, sale language, links and a description that does not match your website. Each makes the profile less trustworthy, and some get the edit rejected.
- Keyword stuffing. A string like best roofer Charlottesville roofing contractor roof repair near me reads badly and falls into the low-quality territory Google warns about.
- Prices and promotions. Save this week's special for a Google post or your website. The description is meant to stay true year-round.
- Links, emails or social handles. No links of any type are allowed. Your website, phone and booking options have their own fields.
- Claims you cannot back up. Google asks you to be upfront and honest. Skip phrases like number one in Virginia unless you can prove it.
- Repeating your services list word for word. Google gives you a separate place for that. If you have not filled it in, our guide on adding services and products to your profile walks through it.
How do I write and update it today?
Draft it in a notes app, check the length, then paste it into your profile from Google Search or the Google Maps app. The whole job takes about twenty minutes.
- Draft five short sentences, one for each question above: what, who, where, why you, and what next.
- Check the length. Paste it into any character counter and make sure it is under 750, spaces included.
- Make sure it matches your website. Your hours, service area and specialties should say the same thing everywhere.
- Update the profile. Sign in with the Google Account that manages the profile, search for your business name, choose Edit profile, find the description and save.
- Check that it went live. Google reviews edits before they show. Its page on what happens to your Business Profile edits says reviews usually take about 10 minutes but can take up to 30 days, and an edit may come back as not approved if Google cannot confirm it.
Here is a made-up example for a small bakery, just to show the shape:
Family-run bakery in downtown Staunton making sourdough, pastries and custom celebration cakes from scratch every morning. We bake for walk-in customers, local cafés and weddings across the Shenandoah Valley. Our head baker trained in France and opened the shop in 2015, and we still mill some of our own flour. Order cakes at least a week ahead by phone or in person, and stop by early on Saturdays for fresh croissants.
That runs a little over 400 characters, leads with what the business does, names its area once, gives real reasons to choose it and tells people how to order, with no links, prices or hype.
What if I would rather not deal with this myself?
That is fair. The description is one small piece of a profile that also needs current categories, photos, hours and review replies.
If you want a quick read on where your profile stands, our free local business growth scorecard is a good starting point. And if you would like someone to handle the whole profile alongside your website, that is a core part of our local SEO work in Charlottesville and Central Virginia. We write descriptions that sound like you, keep them in sync with your website, and keep an eye on edits so nothing changes without you knowing.
Common questions
Can I put my website link or phone number in the description?
No. Google says no links of any type are allowed in the description. Your website, phone number and booking link each have their own fields on the profile, so fill those in instead.
Why was my description edit not approved?
Often because it broke a guideline, such as including a link, a price or sale language, going over 750 characters, or containing content Google sees as irrelevant or low quality. Remove the problem and resubmit.
Should I mention every town I serve?
No. Name your home base and your general service area once, in a natural sentence. Long lists of towns read like keyword stuffing. Set your actual service areas in the profile's service area setting instead.
If you would like a second pair of eyes on your Google Business Profile, or want help getting the rest of your online presence working together, book a free 15-minute call. I will look at your profile with you and give you straight answers on what is worth fixing first.