How to Write a Google Business Profile Description That Ranks

06 August 2026·4 min read

Quick answer: A Google Business Profile description that ranks does three jobs inside 750 characters: it says exactly what you do and who for, uses the real words people actually search, and gives one clear reason to choose you — no keyword stuffing, no fluffy mission statement. Below is the fill-in-the-blank formula I use with clients, three real example descriptions, and the quiet mistakes that bury you. ✨

Most business descriptions read like an “About Us” page having a boring day — yet this little box quietly influences whether you show up in local search. Here's how to write one that actually pulls its weight, with a formula you can copy in five minutes. 💖

First, what most businesses get wrong

Writing for themselves, not the searcher — “award-winning, boutique, bespoke” tells Google (and a stressed customer) nothing about what you do.
Burying the point — the thing you actually do shouldn't arrive in sentence four.
Keyword-stuffing — “Gold Coast lawyer, Gold Coast solicitor, Gold Coast legal” reads like a robot and Google is well past rewarding it.
Forgetting the location — no suburb or region means you're invisible for “near me” searches.
Using 90 of your 750 characters — you've been given room to be useful; use it.

The fill-in-the-blank formula

Steal this structure and drop your details in — it covers every job the description needs to do, in order:

[What you do] for [who you help] in [location]. [Your main services or areas]. [Your point of difference], so [the outcome the client wants]. [How to take the next step].

That's it — five moves: what, who, where, why-you, and the next step. Now here's what it looks like filled in.

Three real examples

Notice how each leads with the service and the suburb, sounds human, and ends with a clear next step — no waffle. 📈

Law firm: Family and estate lawyers helping Gold Coast families through separation, wills and probate. Fixed-fee options, plain-English advice, and appointments in Southport or online. We make a stressful time simpler — book a free 15-minute chat to see where you stand.

Accounting firm: Accountants and registered tax agents for small businesses and sole traders across Brisbane. Bookkeeping, BAS, tax returns and cash-flow advice that actually makes sense. We answer your emails and skip the jargon — your first consult is on us.

Physiotherapy clinic: Physiotherapists in Burleigh Heads treating back pain, sports injuries and post-surgery recovery. Hands-on treatment plus a clear plan you can follow at home. Early-morning and after-work appointments available — book online in under a minute.

Where your keywords actually go

Google reads the whole description, but it weights the opening most — so your main service and location belong in the first sentence, phrased the way a customer would type them (“family lawyer”, not “legal practitioner specialising in family law matters”). Mention your key services once, naturally, and your suburb once or twice — then stop. Reading naturally beats reading “optimised” every time.

💡 Heads up: Google automatically strips anything that looks like a URL, phone number, promo code or HTML out of your description — and can suspend profiles that push it. Keep those details in their proper fields and keep this space focused on what you do and who for.

Mistakes that quietly bury your description

Copy-pasting your homepage intro — it's usually written for browsers, not searchers.
Being vague to sound premium — “tailored solutions” helps no one find you.
Setting and forgetting — an out-of-date description misses new services and searches.
Cramming every service in — lead with your core few; the rest live in your services list.

Frequently asked questions

Does the Google Business Profile description affect my ranking?

It's a supporting factor, not the biggest lever — your categories, reviews, proximity to the searcher and overall profile completeness carry more weight. But a clear, relevant description helps Google understand you and helps people choose you once you show up, so it's still well worth getting right.

How long should the description be?

You get up to 750 characters — aim to use most of them. Somewhere around 500–750 gives Google real context and gives customers enough to trust you, without padding.

Can I include links, phone numbers or offers?

No — Google strips out URLs, phone numbers and anything that reads like a special offer, and flags profiles that try. Put those in the dedicated fields and keep the description about what you do.

How often should I update it?

Refresh it whenever your services, focus or locations change, and give it a quick review every few months. A description that still describes last year's business is a missed chance to show up for what you do now. 🌴