If you're running a local business and haven't yet mastered the art of crafting a killer Google Business Profile (GBP) description, you're leaving money on the table. Seriously. That little block of text in your GBP is like your elevator pitch for the digital world. You get 750 characters to tell potential customers exactly who you are, what you do, and why they should choose you over your competitors. The best part? It shows up in search results, giving you a leg up before people even click on your website.
Let’s break down how to nail this.
What is a Google Business Profile Description?
A Google Business Profile description is a short blurb—think 750 characters—that tells potential customers who you are and what your business offers. It’s your chance to stand out in a crowded market. Back in the day, you could only include basic info like your business name, address, and phone number. But now? You can inject a little personality, tell your story, and even give a brief rundown of what sets you apart.
As Google puts it, “Use the business description field to provide useful information on services and products offered, as well as the mission and history of your business.” So yeah, this isn’t just about keywords; it’s about making a connection with potential customers.
Google Business Profile Description Guidelines
Before you start typing out your masterpiece, let’s get one thing straight: Google has rules. Stick to them, or your profile could get flagged, suspended, or worse—ignored by customers.
Here’s the short version of what not to do:
No promotions or sales talk: Forget about writing “50% off this week only!” Google hates that.
No links: Don’t even think about dropping your website URL in there.
No gimmicks: Keep it clear, no weird characters or spammy language.
Stay relevant: Don’t veer off into stuff unrelated to your business.
How Long Should a Google Business Profile Description Be?
Google gives you up to 750 characters for your description, but just because you can write a lot doesn’t mean you should. This is about quality over quantity. Think of it like a really sharp elevator pitch. Make every word count.
Tips for Writing a Killer Google Business Profile Description
Here’s the fun part—how to actually write a description that works. You’ve only got a few seconds to grab someone’s attention, so make it snappy, informative, and memorable. Here’s how:
1. Start Strong
Your first line matters most because Google truncates your description in search results. Hit them with the most important info upfront. Include your business name, location, and what makes you unique.
Example: “At Johnny’s Pizza, we serve authentic, hand-tossed New York-style pizza in the heart of Austin, TX.”
2. Tell Your Story
Use a couple of sentences to share your business’s history or values. If you’ve been around for a while or have a cool origin story, drop it in here.
Example: “Family-owned since 1985, we’ve been feeding the Austin community with top-notch pies made from secret family recipes.”
3. What Sets You Apart?
This is where you tell customers why they should choose you over the competition. Focus on what makes you different, whether it's your customer service, unique product, or local roots.
Example: “Known for our late-night delivery and locally sourced ingredients, we’re a staple for pizza lovers across town.”
4. Don’t Keyword-Stuff
Sure, SEO is important, but Google's Vicinity update means keyword stuffing isn’t going to help you rank any higher. Naturally include your primary keyword (e.g., “pizza in Austin”) in the first line and be done with it.
5. Call to Action
End your description with something that invites potential customers to take action. Don’t get too salesy—just a simple nudge to visit or call is perfect.
Example: “Stop by today or call us for delivery, and let us treat you to the best slice in town!”
How to Add Your Google Business Profile Description
Adding your description is a breeze. Here’s how:
Open your Google Business Profile.
Click “Edit Profile” in the NMX (New Merchant Experience).
Scroll to the “About” section and find “Description”.
Write your description and click “Apply”.
Now sit back and wait for Google to approve it. If it gets rejected, double-check the guidelines to make sure you’re not breaking any rules.
What to Avoid in Your Description
There are a few things to steer clear of when writing your description. Here’s what not to do:
No All Caps: It’s annoying and comes off as spammy.
No Special Offers: Promotions should go in your Google Posts, not here.
Don’t Stuff Keywords: Google’s too smart for that now.
Competitor Research: The Secret Weapon
Need some inspiration? Look at what your competitors are doing. Search for similar businesses in your area and see how they’ve written their descriptions. What works? What doesn’t? Then take that knowledge and make yours even better.
Use AI to Draft Your Description
If writing isn’t your thing or you just want a second opinion, don’t hesitate to use an AI writing tool to generate a draft. Just enter a few details about your business, and you’ll get a solid starting point. Then tweak it to make it sound more like you.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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