Tips and tricks for writing Google Business Profile descriptions (with examples)By Mary-Margaret Bennett
- Google Business Profile descriptions often suffer from being too complex or too vague. You should strike a balance to create clear, representative descriptions.
- Crafting an optimized description involves highlighting key information about the business's products or services, unique selling points, and special offerings.
- Following Google's guidelines is vital for business descriptions. This means staying concise within the 750-character limit with only the first 250 characters displayed, and avoid prohibited content.
The main problem with Google Business Profile descriptions (formerly known as Google My Business descriptions) is that they’re either too complex or not detailed enough to be useful. In order to address these issues, it’s key to strike a happy balance by writing a clear description that best represents your client.
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Table of Contents
- What is a Google Business Profile description?
- How to add a description to your Google Business Profile in 5 steps (with photos)
- Log in to your Google Business Profile dashboard.
- Search for your company's listing in the search bar and click “view profile.”
- Next, select “edit profile.”
- After that, click on “business information" and navigate to the “About tab.”
- Click the pencil icon beside where it says “add business description.”
- Google’s guidelines for creating a business profile description
- The secret formula to making a good Google Business Profile description
- 5 Google Business Profile templates you can try
- Frequently asked questions
What is a Google Business Profile description?
A GBP description is a brief summary of the business and highlights key information about them. It appears alongside the business's name, contact details, and reviews in search results and Google Maps. Check out this great Google Business Profile description example from a small food co-op:
An optimized description should include key information about the business's products or services, unique selling points, and any unique offerings. Strong, clear, and accurate information better engages the target audience and improves the likelihood of the business showing up higher in local search rankings.
Why is it important to optimize your Google Business Profile description?
Optimizing your Google Business Profile description is great for several reasons:
A well-optimized description improves the chances of your business appearing in relevant local search results, increasing your visibility to potential customers.
Highlight unique selling points
A GBP description should touch on what makes your (or your client’s) business unique and why potential customers should choose you over your competitors.
Improved local SEO
An optimized description can greatly impact your local search efforts, increasing your client's chances of ranking higher in local search results.
Trust and credibility
A professional and informative description helps establish trust and credibility with potential customers, leading to higher chances of conversions.
A great description reinforces your brand image, ensuring that customers can easily remember and recognize your business.
A clear and concise description makes it easier for customers to digest and discern what your business has to offer, and it leaves a good impression on users.
Tailor your description to better resonate with your target audience, ensuring that you attract the right customers.
How to add a description to your Google Business Profile in 5 steps (with photos)
To add a business description to your Google Business Profile, follow these steps:
1. Log in to your Google Business Profile dashboard.
2. Search for your company's listing in the search bar and click “view profile.”
3. Next, select “edit profile.”
4. After that, click on “business information" and navigate to the “About tab.”
5. Click the pencil icon beside where it says “add business description.”
Keep in mind that Google has set a limit of 750 characters for the description, and only the first 250 characters will be displayed without clicking to see more.
Once you have entered your client's business description, click "apply" and wait for Google to review and approve your changes.
Google’s guidelines for creating a business profile description
When writing a description for GBP, it is important to keep in mind the guidelines provided by the platform to ensure that the content you drafted checks all the boxes. Here are some approaches to take with your writing to get you over any potential hurdles:
Be accurate and relevant
Your client’s Google Business Profile description should mirror how the business is currently being recognized in the real world, including its messaging and branding. With Google cracking down on keyword stuffing, it’s best to focus on providing a relevant description rather than trying to cram in as many keywords as possible.
Keep it concise
As we mentioned previously, the character limit for a Google Business Profile description is 750 characters. However, Google will only display the first 250 characters, so prioritize the most important information within that first 250. Use plain English and avoid HTML code, links, or gimmicky characters.
Highlight products or services
Include information about your products or services in the description. Mention your unique selling points and anything else that searchers might find helpful.
Avoid prohibited content
Do not include profanity, inaccurate or confusing information, or highlight specific deals or promotions. Other content that might get flagged includes misspellings and gibberish.Failing to do so can result in your client’s Google Business account being suspended.
Maintain GBP accuracy
Ensure that your client’s overall profile is up-to-date, including Google business hours and address. Is their location in a suite or a unit? Are they on 3rd Street W, or is it E? Even the smallest error could lead to confusion for users.
While doing your audit, run a quick Google search to check for any duplicate or spam listings. It is important to have only one profile per business to avoid problems with how your information displays on Google Maps and Search.
Here are some resources to help you identify and resolve duplicate listings:
- How to merge GBP listings
- How to find and remove spam listings on Google
- Verify your Google Business Profile without a postcard
- Deleting a Google Business account
- What is a CID number for Google Business Profile?
By sticking to the guidelines mentioned above, you can create a Google Business Profile description that accurately represents your client and will better attract customers.
Good to know: A GBP account may be removed by Google if it flags it as inactive for a considerable amount of time. To ensure your client’s Google Business listing stays active, consider mentioning to them Google Business Profile management services.
The secret formula to making a good Google Business Profile description
When writing your business description, consider including the following elements:
- Mention the primary business category
- Add mentions of high-value products or services
- Specify a target location or service area
- Include one or two unique selling points
- Use natural language and avoid keyword stuffing
Below we break down each of these key components as well some winning Google Business Profile description examples that you can use for inspiration.
1. Mention the primary business category
Mentioning the primary category in a Google Business Profile description is crucial for several reasons. First, it aids search engines in understanding the main offerings of your client, and second, it helps potential customers decide whether they’re the right fit for their needs. Lastly, it increases the business's chances of appearing in search results in that specific category.
"Welcome to XYZ Electronics: your premier technology and electronic store! Discover the latest in smartphones, laptops, and tech accessories. We're Tampa’s trusted source for all things tech!"
2. Add mentions of high-value products or services
Weaving in mentions of products or services not only highlights your client's extensive collection and experience to users but also makes it crystal clear for Google. This thoughtful addition plays a big role in nurturing trust and solidifying their reputation online, leading to a higher chance of drawing in leads who are not just willing, but excited to make a meaningful purchase.
"Experience luxury like never before at ABC Spa & Wellness in Downtown Portland. Enjoy a rejuvenating massage, an organic facial, and our signature 24K gold treatments. Treat yourself today!."
3. Specify a target location or service area
By describing where you are located, you clearly display to people and the algorithm that you serve their local area, making it more likely for your business to show up where people are searching.
In fact, a well-defined location and optimized GBP listing can increase the chances that your client's business appears in Google Maps results more prominently when people are scanning around a specific area like in this photo:
The regular map:
(Source: Google screenshot)
(Source: Google screenshot)
Notice how the two barbershops on the end show their names, while the one in the middle remains untitled until you zoom in or click the pin.
"Proudly serving the vibrant community of Downtown Plaza, OH. Joe's Coffee Haven brings you the finest blends from around the world. We’re located just inside the train station. Start your day with a cup of perfection."
4. Include one or two unique selling points
Including one or two unique selling points in your Google Business Profile description is a great way to stand out from competitors and capture the attention of users.
By putting your client's unique features front and center, you form a pretty strong argument for potential customers to want to engage with the business.
"At Adventure Outfitters, we're not just guides—we're fellow explorers. Join us at our Bedford location for an unforgettable trek led by local experts, and experience hidden trails and breathtaking vistas that only insiders know about."
5. Use natural language
Using plain English in your Google Business Profile description helps create a genuine and relatable impression with potential customers. Nobody wants to engage with a business that sounds too full of themselves. Utilizing natural language and an upbeat tone can make the business appear much more approachable.
Speaking in plain language also has the added benefit of improving readability and comprehension by the general public. Make an effort to avoid unnecessary jargon to make all users feel included and empowered to take action.
"Hey, Toronto! We're The Book Nook, where reading dreams come true. Dive into a world of imagination with our hand-picked collection of novels, comics, and children's books. Swing by today and get lost in the magic of storytelling!"
5 Google Business Profile templates you can try
From restaurants to salons, we have compiled a list of some of the most common industries that benefit from maintaining an optimized GBP. Keep in mind that Google will only preview the first 250 characters before clicking “see more”. We included both a long and short version of our templates to cover all your bases.
Template 1: For restaurants
Welcome to [Restaurant Name], where [Type of Cuisine] flavors meet passion! Indulge in the best locally-sourced ingredients in Houston as you have the ultimate culinary experience. Come dine with us tonight!
Welcome to [Restaurant Name], a culinary haven where [Type of Cuisine] flavors meet passion. For over 25 years, we've been dedicated to crafting a top-tier dining experience for our guests. Our talented chefs craft each dish using the finest, locally-sourced ingredients. From savory starters to decadent desserts, our menu is sure to satisfy.
Get ready to embark on a gastronomic voyage that celebrates exotic flavors and culinary excellence. Book your table now and let the adventure begin!
Template 2: For car dealerships
Discover your next ride at [Dealership Name]. [Locations]’s #1 destination for quality used vehicles, outstanding service, and great deals. Stop in today!
Welcome to [Dealership Name], where automotive excellence meets unmatched customer service. For over 25 years, we have been [Locations]’s #1 destination for the best vehicles. From sleek sedans to rugged SUVs, our expert team is here to help you find the perfect match. We are committed to delivering quality service and deals that can't be beat. Choose [Business name] for a seamless and enjoyable car shopping experience! Visit us today and discover why [Dealership Name] is the premier choice for all your automotive needs.
Template 3: For hair salons
Experience exceptional hair care at [Hair Salon Name] in [Location]. Allow our stylists to enhance your natural beauty for a look that will be sure to impress. From Brazilian blowouts to wedding up-dos, we've got what you need! Book now!
Welcome to [Salon Name] in [Location], where style meets sophistication. Our hairstylists are ready to help you achieve the look of your dreams. Step into our modern salon, where you'll indulge in completely personalized service and the latest trends in hair care. From Brazilian blowouts to wedding up-dos, we've got everything you need to look fabulous! Treat yourself to the ultimate salon experience. Book your appointment today!
Template 4: For dental clinics
Visit [Dental Clinic Name] for top-quality dental care. Proudly delivering professional and cosmetic dental services for over [number of years]. Now that's something to smile about! Conveniently located in Downtown [City]. Schedule now!
Welcome to [Dental Clinic Name], your trusted dental care provider. Proudly delivering professional and cosmetic dental services to the Los Angeles community for over [number of years]. From cleanings to veneers, we use only the most advanced technology. Now that's something to smile about! Schedule your appointment today for a confident and healthy smile tomorrow.
Template 5: For electronics stores
Discover the latest tech at [Electronics Store Name]. We happily carry a large range of electronics, tech accessories, and gadgets in [Location]. Shop quality brands and enjoy expert advice from our knowledgeable staff. Drop in or visit us online.
Welcome to [Electronics Store Name], the ultimate destination for all things tech. We carry everything from the latest smartphones to classic iPods and vintage headphones! With great deals and regular tech events, [Store Name] is more than just a tech store; it's [Location]'s hub for tech enthusiasts. Conveniently located in [Neighborhood], visit our website or stop in today.
Frequently asked questions
How long should a business description be for Google?
The character limit for a Google Business Profile description is 750 characters. The description should be clear and to the point, highlighting only the most important information about the business, such as its products or services, unique selling points, and background. Prioritize the details you want to include carefully, as Google will only display the first 250 characters of the description.
How do I make a Google Business Profile more visible?
To make your Google Business Profile stand out better, you should encourage reviews from customers, optimize the business description, create regular posts on the platform, as well as verify your client’s business listing. Upload photos of the store and ensure the business is categorized accurately.