How to Write Your Google Business Profile Description (With Examples)

The Google Business Profile description gets 750 characters. It appears when someone clicks through to your listing from the map pack. It’s your chance to say, in plain English, who you are, what you do, where you do it, and why someone should choose you.

Most businesses either don’t fill it in at all, or fill it with generic corporate language that tells a prospective customer nothing. Here’s how to write one that actually works.

What the description needs to do

The description has two jobs:

1. Confirm relevance. When someone clicks on your listing, they’ve already seen your business name and star rating. The description confirms that yes, you do what they’re looking for, in the area they’re looking in.

2. Differentiate you. Why you rather than the next listing? This doesn’t need to be dramatic — a specific credential, a specific service, a specific way of working that the customer will find reassuring.

What to include

• What you do — specific service or services, in language customers recognise
• Where you serve — name specific towns, not just “West Midlands” or “nationwide”
• A relevant credential or trust signal — accreditation, years of experience, number of clients served
• What makes you different — one specific thing that’s genuinely true and specific, not a generic claim

What not to include

• Keyword stuffing. “Plumber Birmingham plumbing services Birmingham West Midlands plumber near me” violates Google’s guidelines and reads badly. Write for people.
• Promotional language or pricing. Google’s guidelines prohibit promotional text like “Best prices guaranteed” or specific prices in the description.
• Generic claims. “Reliable, professional, and friendly service” means nothing. Every business claims this. Replace with something specific.

Examples by business type

Electrician: “NICEIC-registered electricians covering Birmingham, Solihull, and Sutton Coldfield. We specialise in consumer unit replacements, EV charger installations, and full or partial rewires for homes and businesses. All work is Part P compliant and fully certified. We’ve completed over 500 installations across the West Midlands since 2011 — with no call-out fee for the initial visit.”

Accountant: “Coventry-based accountants working with small businesses, limited companies, and self-employed individuals across the West Midlands. We handle self-assessment, corporation tax, payroll, bookkeeping, and VAT returns. Fixed monthly fees so there are no surprises. ACCA-qualified, with 15 years serving local businesses. Call for a free initial conversation — no obligation.”

Physiotherapist: “Private physiotherapy clinic in Harborne, Birmingham. We see patients for back and neck pain, sports injuries, post-surgical rehabilitation, and women’s health physiotherapy. HCPC-registered therapists, appointments typically available within 48 hours. We work with patients from across Birmingham and Solihull. Book online or call to speak to a therapist.”

Cleaning company: “Domestic and commercial cleaning company covering Birmingham, Solihull, and Wolverhampton. Fully insured, DBS-checked cleaners. We offer regular weekly and fortnightly cleans, one-off deep cleans, and end-of-tenancy cleaning. All products provided. We’ve served over 300 households and businesses across the West Midlands since 2018. Free quote available — call or message.”

Builder / contractor: “General building contractor based in Wolverhampton, covering the wider West Midlands. We specialise in extensions, loft conversions, garage conversions, and kitchen and bathroom renovations. All work fully insured and project-managed from start to finish. We work on jobs from £5,000 to £150,000. Free site visit and quote for all projects in the area.”

The structure that works

1. Lead with what you do + where you do it (first sentence)
2. List your most important specific services (second sentence)
3. Add one or two trust signals or differentiators (third sentence)
4. End with a soft call to action (last sentence)

750 characters is roughly 100–120 words. You don’t need to use all of it — a tighter, well-written 80-word description is better than a padded 150-word one.

Updating your description

Your description isn’t permanent. Update it when:

• Your services change significantly
• You add a new area you cover
• You achieve a new accreditation or milestone
• You want to test different messaging

Google allows edits at any time. Most businesses never update their description after the initial setup — which means an occasional refresh can keep your profile looking current.

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At mybitness, writing the Google Business Profile description is included in our setup service. We draft it based on your business details, you review and approve.

Get a free review of your current profile →