Professional stalker…yes, you can call me that. I’ve spent years digging through Google My Business Insights data, watching some businesses absolutely dominate local search while others barely register. And honestly, the patterns are consistent. The businesses cleaning up locally aren’t the ones with the prettiest websites or the biggest marketing budgets.
They’re the ones who figured out that 750 characters can make or break their local visibility. Your Google Business Profile description. That tiny text box you probably filled out once three years ago and forgot about. While you’re obsessing over Facebook ads and SEO consultants, your competitors are stealing customers with better words in a better order.
Most local businesses write descriptions that read like a robot had a stroke. “Family-owned business serving the community with quality service and competitive prices.” Congratulations, you just described every business that ever existed. Meanwhile, the plumber down the street who wrote about fixing frozen pipes in historic downtown buildings is booked solid through winter.
What Is a Google Business Profile Description
Your GBP description is that brief summary sitting right there when someone finds you on Google Search or Maps. It shows up with your name, hours, reviews, all that jazz. For most people searching locally, it’s their first real taste of what you’re about.
Google gives you 750 characters total, but here’s what they don’t tell you in the setup wizard: only about 250 characters show before someone has to click “More.” Two sentences. That’s your shot.
I watch business owners waste this space constantly. They write their company history like anyone gives a shit when their toilet’s overflowing at 2 AM. They list every service they’ve ever thought about offering. They use words like “premier” and “excellence” that mean absolutely nothing.
Why Your Description Matters More Than You Think
Writing marketing copy feels like homework when you’re trying to run a business. But your Google My Business Insights data doesn’t lie. The businesses getting found are the ones who nail this.
Google uses it to figure out what you do. Not just your category selection. Your actual words help match you to searches. A dentist who mentions “Saturday appointments” shows up when desperate parents search “weekend dentist near me.”
It separates you from the pack. When someone’s staring at three HVAC companies on the map, your description is your chance to not sound like everyone else. While they’re all “certified and insured,” you’re the one who mentions same-day furnace repair.
It pre-qualifies customers. The right description attracts the right people. Mention your specialty in vintage car restoration, and you stop getting calls about oil changes.
It gets people to actually call. I’ve tracked this. Businesses with specific, helpful descriptions see 15-20% more clicks to their phone number. That’s real money you’re leaving on the table with generic fluff.
The Secret Formula for a Killer GBP Description
After analyzing what works across hundreds of local businesses, here’s the pattern that consistently drives results:
1. Lead with location and core service
Don’t make people guess. First sentence tells them exactly what you do and where. Not “Welcome to Bob’s!” but “Emergency plumber serving all of Austin with 24/7 water heater repair and sewer line replacement.”
2. Hit the searches that pay
Focus on what people actually need, not what sounds impressive. Your Google My Business Insights show what drives calls. If 80% of your business is tree removal, don’t lead with “landscape design” just because it sounds fancier.
3. Include real differentiators
Skip the “quality service” nonsense. What makes you different? Maybe you’re the only shop in town that works on European cars. Maybe you offer evening appointments. Maybe you’re the contractor who shows up when promised.
4. Add proof that matters
“Family owned since 1995” means nothing. “Fixed over 5,000 local roofs” or “Certified in historic home restoration” tells me you know your stuff.
5. Write like a human talks
If you wouldn’t say it to someone’s face, don’t write it. People can smell corporate speak a mile away.
6. Tell them what to do
End with action. “Call for same-day service” or “Book online for 10% off your first visit” beats “Contact us today” every time.
Step-by-Step: Writing Your Description
Let me walk you through this so you can knock it out and get back to work.
Step 1: Nail the opening
First sentence answers: What do you do, where do you do it, and when can you do it?
Bad: “Johnson’s Plumbing has been serving customers with dedication and professionalism.”
Good: “24-hour emergency plumbers in Phoenix specializing in burst pipes, water heater failures, and major leak repairs throughout the Valley.”
Step 2: List what matters
Your Google My Business Insights tell you what people search for. If “emergency dental” drives 40% of your new patients, that better be in your description.
Dental example: “Same-day emergency appointments for tooth pain, broken teeth, and dental trauma. We also handle routine cleanings, Invisalign, implants, and sedation for nervous patients.”
Step 3: Prove you’re legit
But make it relevant. Don’t just throw numbers around.
Landscaping example: “Our certified arborists have diagnosed and treated tree diseases specific to Dallas soil conditions for 15 years. We’ve saved over 1,000 heritage oaks from oak wilt.”
Step 4: Make it easy to act
Tell them exactly what happens next.
“Text us a photo of your issue for a free estimate within an hour, or call to schedule today.”
Step 5: Edit ruthlessly
Your first 250 characters better count. That’s what shows without clicking. Front-load the good stuff.
Real-World Examples That Work
Let me show you what this looks like when you get it right.
Local Restaurant
First 250 characters:
“Authentic Detroit-style pizza in downtown Portland, serving square pies with crispy edges and Wisconsin brick cheese since 2018. Our dough ferments 72 hours for maximum flavor. Late-night delivery until 2 AM on weekends.”
Full description:
“Authentic Detroit-style pizza in downtown Portland, serving square pies with crispy edges and Wisconsin brick cheese since 2018. Our dough ferments 72 hours for maximum flavor. Late-night delivery until 2 AM on weekends. We import our pepperoni from Detroit’s Eastern Market and use the same blue steel pans as Buddy’s original. Full bar with Michigan craft beers. Vegan cheese available. Our kitchen stays open later than any other pizza spot downtown. Order online for pickup in 20 minutes or delivery within 5 miles.”
Plumbing Company
First 250 characters:
“Phoenix emergency plumbers specializing in slab leaks, sewage backups, and water heater explosions. We answer the phone 24/7 and arrive within 90 minutes. Licensed for residential and commercial properties throughout Maricopa County.”
Full description:
“Phoenix emergency plumbers specializing in slab leaks, sewage backups, and water heater explosions. We answer the phone 24/7 and arrive within 90 minutes. Licensed for residential and commercial properties throughout Maricopa County. Our techs carry parts for 95% of repairs on the truck, so we fix it right the first time. Flat-rate pricing means no surprises. We handle insurance claims directly. Camera inspections find problems before they become disasters. Call now or text photos for immediate help.”
Dental Practice
First 250 characters:
“Scottsdale dentist open Saturdays for families who can’t miss work or school. We specialize in one-visit crowns, pain-free root canals, and fixing dental anxiety with sedation options. Emergency appointments available same day.”
Full description:
“Scottsdale dentist open Saturdays for families who can’t miss work or school. We specialize in one-visit crowns, pain-free root canals, and fixing dental anxiety with sedation options. Emergency appointments available same day. Dr. Johnson trained at Mayo Clinic and focuses on minimally invasive techniques. Our CEREC machine creates permanent crowns in 90 minutes, not two weeks. We see kids as young as 2 and seniors in assisted living. Most insurance accepted, plus payment plans for major work. Book online 24/7 or call for emergencies.”
Google’s Guidelines
Google will nuke your listing if you get cute. Here’s what not to do:
No phone numbers or websites in the description. They already show those separately.
No SHOCKING PUNCTUATION!!! or WeIrD CaPiTaLiZaTiOn.
No time-sensitive promotions. “50% off this week” belongs in Posts, not your permanent description.
No keyword stuffing. “Plumber plumbing plumbers Phoenix plumbing services” isn’t fooling anyone.
No fake claims. If you’re not actually available 24/7, don’t say you are.
Break these rules and you’ll spend weeks trying to get your listing back while competitors eat your lunch.
How to Update Your Google Business Profile Description
This takes five minutes once you know what to write:
- Go to business.google.com and log in
- Hit “Edit profile”
- Click “Business information”
- Find the “About” tab
- Click the pencil next to your old description
- Paste your new one
- Save it
Usually goes live within hours. Sometimes Google reviews it first, might take a day or two.
Other Platforms That Matter
Your Google Business Profile drives the most action, but don’t ignore these:
Yelp lets you write more and reaches different searchers. Same principles apply, just more room to work with.
Facebook business pages need love, too. Lots of people still check there first.
Industry directories matter for certain businesses. Lawyers need Avvo, restaurants need OpenTable, and contractors need Houzz.
Keep your message consistent across platforms, but tune it for each audience.
Common Mistakes to Avoid
I see these constantly and they kill your results:
Writing your company’s mission statement. Nobody searching for an emergency electrician cares about your “commitment to excellence.”
Listing everything you’ve ever done. Jack of all trades equals master of none in customers’ minds. Focus on what you do best.
Using industry jargon. Your customers don’t know what “comprehensive periodontal therapeutics” means. They know “deep cleaning for gum disease.”
Forgetting geography. Even with your address listed, mentioning neighborhoods and areas you serve helps local relevance.
Trying to sound bigger than you are. If you’re a solo operation, own it. Some people prefer dealing with the owner directly.
How Your GBP Description Converts Customers
Your Google Business Profile description directly impacts how many local customers find and choose you. Your Google My Business Insights prove it, tracking exactly how many people see your profile versus how many take action.
The businesses dominating local search write descriptions that speak to real problems in real language. They know those 750 characters work harder than most of their marketing budget.
Take 15 minutes to fix yours. Look at your insights data, see what drives calls, and write something that makes those searchers pick you over everyone else.
Stop letting lazy competitors win with better words. Your business deserves customers who need exactly what you offer. Make it impossible for them to miss you.
FAQ: Google Business Profile Descriptions
How often should I update my business description?
Check your Google My Business Insights quarterly. If search patterns change or you add major services, update it. Otherwise, if it’s working, leave it alone.
Should I include my business hours or address in my description?
No. Google shows those separately. Use your characters for information that isn’t displayed elsewhere.
Can I use emojis in my description?
You can, but they usually make you look like you’re trying too hard. Save them for social media.
Will my description affect my rankings in Google Maps?
It helps Google understand your relevance to specific searches. Better matching means better visibility. But it won’t overcome bad reviews or wrong categories.
What if my competitor copies my description?
Let them. Your specific examples and local knowledge can’t be copied effectively. Plus, Google recognizes original content.