Most businesses either leave their Google Business Profile description blank or fill it with vague marketing language that helps neither Google nor potential customers. A well-written description takes five minutes and can make a real difference to both your local search ranking and your conversion rate from profile visitors.
What the description actually does
Google's algorithm reads your description to understand what your business does and where. It's not the strongest ranking signal, but it's one you fully control and most competitors neglect. It's also visible to customers who view your profile, usually people who are comparing you against other options and want a bit more information before deciding.
What to include
- Your primary trade or service (be specific: 'residential and commercial plumber' not just 'plumber')
- The areas you serve. List your main towns and postcodes
- How long you've been trading or your experience level
- Key services, the ones customers search for most
- Any relevant certifications or registrations (NICEIC, Gas Safe, NAPIT etc.)
- What makes you different: response time, emergency cover, free quotes etc.
What to avoid
- Generic claims without substance ('excellent customer service', 'competitive prices')
- Keyword stuffing. Write naturally, don't repeat the same phrase five times
- Information that changes frequently (specific prices, promotions)
- Contact details. These belong in the dedicated fields, not the description
A simple template
[Business name] is a [trade/service] based in [town], covering [areas]. We specialise in [top 2-3 services] for [domestic/commercial/both] customers. [Experience line e.g. 'Trading for 12 years with 200+ five-star reviews.'] [Differentiator e.g. 'Available for emergency callouts 7 days a week.'] [Call to action e.g. 'Call or message for a free quote.']
Keep it under 750 characters (Google truncates at around 750 in some views), write in plain English, and update it if your services or coverage area changes.
We set up and optimise your Google Business Profile
As part of our monthly package, we make sure your GBP is fully set up, optimised, and working alongside your website.