3 min read

Google Business Profile descriptions are one of the first places users look for more information about a business. A bit like NAP consistency, it’s also one of the most-debated SEO ranking factors for local businesses.

Technical stuff aside, we all know how important it is to make a good first impression.

These days, your Google Business Profile is likely to be where that first impression is made. Along with great photos and rave reviews, your business description gives you the opportunity to stand out from the crowd.

Why a great business description is important

Your business description is where you’ll share all that juicy, useful information about your business, company or brand with potential customers. It’s all eyes on you!

Google allows you to add details about the types of products and services you offer, a little history on how it all started, or even your mission statement.

But what should you add to your business description? Well, whatever you write should ultimately help people decide whether or not your business is the right choice for them.

Without a business description, high-intent searchers are left to draw their own conclusions about you based on reviews, images and videos associated with your business listing, etc.

That really leaves a lot up to chance.  Risky business if not managed correctly!

What should my Google Business Profile description include?

As always, we’ll be straight up.  A solid business description can take a few attempts.

Part of the challenge here is the character count.  While you’ve got 750 characters at your disposal, only 250 of them will display in the Knowledge Panel.


So, get key information and keywords in the first part of your description.

To help you make the most of the Knowledge Panel, here are a few guidelines:

Make it super clear what you do

This is easily the most important piece of information you should cover in the Google business description. Keep it brief, but add enough details to give them a clear idea of the products and/or services you offer.  Check out our templates below if you get stuck.

Highlight what makes you unique

If you haven’t already, now’s the time to get super clear on what sets you apart from the competition. Why should potential customers choose you over the others? Keep this question in mind and always highlight the business features that make you the first-choice.

Share your history (if it's relevant)

Depending on the industry you’re in, a mention of your company's history can work wonders, especially if you have an exciting track record. Adding a bit of history can also add to the understanding of the products/services you offer, and how they function in the world.  If this doesn’t feel relevant, don’t hesitate to leave it out.

Use high-value keywords

Now, we’re not talking about using every last character to stuff as many keywords as possible into your description (keyword stuffing = a bad SEO practice). Rather, focus on 1 or 2 high-value keywords that have the most search engine traffic potential. Not only will this help prospective customers see that your business is relevant to their search, but it will also help with your organic rankings.

What should my Google Business Description include?

  • Mention your primary business category.
  • Mention high-value products/services to help increase your relevance signal in Google searches 
  • Specify a target location or service area to increase your relevance signals
  • Include one or multiple unique selling propositions (USPs) so you stand out from other businesses!
  • Reduce friction by including a promotion or low barrier to entry offer – Eliminating risk and reducing friction or key concepts in sales and marketing. Highlighting offers or promotions can incentivise conversions (form fills, calls, or in-store visits), or be the “nudge” someone needs to try your business over another business they’ve used in the past.

What shouldn't my Google Business Description include?

  • No crazy sales pitches
  • No misleading information
  • No links or URLs
  • No prohibited content like hateful speech, profanity, obscenities, illegal or offensive language
  • Don’t mention your competition!

QuickTool:  Business description templates

Template #1 | [Business name] is a [type of business, category] in [city and neighborhood]. You can find [product, search term] for [audience or occasion]. [Value statement.]

Template #2 | [Business name] provides [service, search term]. We have been serving the [city, state] for more than [time in business]. [Value statement.]

Template #3 | [Business name] is [type of restaurant] in [city, state, neighborhood]. For [years in business], we have been a local favourite for the best [keywords] in town. [Value statement]!

Template #4 | [Business name] is a [type of business] in [city, state, neighborhood]. We specialise in [service, search term]. Our experienced staff are professional and friendly, and we keep up with the latest trends, so you don’t have to. [Value statement].

how to write a standout business description
How to write a standout business description
how to optimise your google business profile with high quality photography
How to optimise your Google Business profile with high quality photography
google business profile q&a: sending the right signals to google and customers
Google Business Profile Q&A: Sending the right signals to Google and customers