How to Write a Google Business Profile Description That Ranks
Your GBP description is 750 characters to convince both Google and customers that your business is the right choice. Here's how to write one that maximizes both ranking potential and conversion.
Does the Description Affect Ranking?
Google's official stance is that the business description doesn't directly impact ranking. However, the reality is more nuanced:
- The description helps Google understand your business context and can influence relevance matching
- Keyword-rich descriptions show up bolded in search results, improving click-through rates
- Better descriptions lead to more engagement (behavioral signals), which IS a ranking factor
- AI search tools like ChatGPT and Gemini pull from descriptions when recommending businesses
The Perfect Description Formula
Follow this framework for your 750 characters:
[Primary service] + [location] + [since year/experience]. [What makes you unique — 2-3 differentiators]. [Services list]. [Social proof]. [Call to action].
Description Templates by Industry
🔧 Home Services
"[Business Name] is a licensed and insured plumbing company serving [City] and surrounding areas since [year]. We specialize in emergency repairs, water heater installation, drain cleaning, and bathroom remodeling. With [X]+ 5-star Google reviews and same-day service availability, we're [City]'s most trusted plumbing team. Call today for a free estimate."
🍕 Restaurant
"[Business Name] is an award-winning Italian restaurant in downtown [City], serving handmade pasta and wood-fired pizza since [year]. Our menu features locally sourced ingredients, an extensive wine list, and house-made desserts. Named 'Best Italian Restaurant' by [publication]. Open for lunch, dinner, and private events. Reservations available online."
⚖️ Professional Services
"[Business Name] is a personal injury law firm in [City] with [X]+ years of experience fighting for accident victims. We handle car accidents, slip and falls, workers' compensation, and wrongful death cases. No fees unless we win your case. Free consultations available. Our attorneys have recovered over $[X]M for clients across [State]."
🦷 Healthcare
"[Business Name] provides comprehensive dental care for the whole family in [City]. Our services include preventive cleanings, cosmetic dentistry, dental implants, Invisalign, and emergency care. Dr. [Name] and our caring team use the latest technology in a comfortable, modern office. Accepting new patients and most insurance plans. Book your appointment today."
Description Do's and Don'ts
✅ Do
- • Lead with primary service + city
- • Include 3-5 service keywords naturally
- • Mention years in business
- • Add social proof (awards, review count)
- • End with a CTA
- • Use all 750 characters
- • Write for humans first, then optimize
❌ Don't
- • Include URLs or links
- • Add HTML tags
- • Use ALL CAPS
- • Stuff keywords unnaturally
- • Include prices (they change)
- • Use "best in town" or similar puffery
- • Copy a competitor's description
Keyword Research for Your Description
Before writing, identify the keywords your description should include:
- Search your main service + city on Google — note what auto-complete suggests
- Look at the descriptions of the top 3 businesses in the Local Pack
- Run our free GBP optimizer to see what keywords your profile is and isn't ranking for
- Include your primary service, 2-3 secondary services, and your city/neighborhood name
How to Update Your Description
- Search for your business name on Google (logged into your account)
- Click "Edit profile" on your listing
- Select "Business information" → "Description"
- Write or paste your new description
- Save — changes typically appear within 24-48 hours
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