How to write a Google Business Profile description

Your description is the one place on your profile where you explain, in your own words, what you do and why someone should call you. Here's a simple, rules-compliant way to write it.

The rules (from Google's own guidelines)

750 characters max.
No links of any kind.
Don't focus on promotions, prices or sales ("50% off!" or "$5 bagels" style content isn't allowed).
No low-quality content — misspellings, gimmicky characters, ALL CAPS, gibberish.
Be upfront and honest, focused on what's useful to customers: services/products, mission and history.

Source: Google: Guidelines for representing your business.

A 5-part structure that fits in 750 characters

Who you are + what you do (1 sentence). "Rivera Plumbing is a family-run plumber serving Modesto and nearby towns since 2012."
Main services (1–2 sentences, plain words customers use): "water heater repair and replacement, drain cleaning, leak detection and repiping."
Who you serve: homeowners, landlords, restaurants…
What's different — something specific and true: licensed, same-day slots, upfront written estimates, bilingual, 24/7.
Where: the cities you actually serve.

Put the most important sentence first: on many screens only the beginning shows before "More".

Fill-in templates

Service business:
[Name] is a [licensed/family-owned] [trade] serving [City] and [nearby cities]. We handle [service 1], [service 2] and [service 3] for [homeowners/businesses]. [Specific true differentiator]. [Second differentiator, e.g., Se habla español]. Call or request an estimate online.

Storefront:
[Name] is a [category] in [neighborhood/city], open since [year]. We offer [products/services]. [What regulars like about you — concrete]. [Parking/accessibility/kid-friendly detail].

Home-based / by appointment:
[Name] is a [category] based in [city] serving [area] by appointment. [Services]. [Credentials/experience]. [How booking works].

Common mistakes

Listing every town in the state (keep to areas you truly serve).
Copying the description from your website word-for-word — fine, but tighten it for 750 characters.
Claims you can't back up ("#1 in California").
Writing for search engines instead of people.

Next: pick the right categories — see categories for plumbers and HVAC — and run through the free checklist.

Want it written for you? The MapReady Fix-Up Pack ($99, one-time) gives you a paste-ready description, services list, category suggestions, Q&A drafts, 8 posts and a prioritized checklist within 2 business days. See a sample. Or start with the free checklist.

New guide: Google Business Profile Categories for House Cleaners & Cleaning Companies

FAQ

How long can a Google Business Profile description be?

Up to 750 characters. Only the first part may show before a 'More' link, so put the most important sentence first.

Can I put my website link or phone number in the description?

No links of any type are allowed in the description, per Google's guidelines. Your website and phone have their own fields.

Can I mention a sale or price in the description?

Google's guidelines say the description should not focus on special promotions, prices or sales. Use Posts/Offers for those instead.

Will keywords in my description help me rank?

Google doesn't publish that the description affects ranking. Write it for customers: clear services and service area. Never stuff keywords.

MapReady is an independent service, not affiliated with or endorsed by Google. Google's rules change — always check the linked Google help pages before editing your profile. No one can guarantee rankings, and this page doesn't promise any.