Your Google Business Profile description is 750 characters of free advertising that most businesses waste. Here's a simple formula for writing one that actually helps Google rank you.
What Google is looking for
Google reads your description to understand what your business does, where it operates, and who it serves. Descriptions that include your primary services, your city, and your target customer naturally tend to rank better for related searches.
The formula
Structure your description like this:
- What you do — your primary service, specific
- Where you do it — your city and surrounding areas
- Who you serve — your ideal customer
- Why you're different — one specific differentiator
- Call to action — what you want them to do
Example
'We provide licensed plumbing services in Chicago and surrounding Cook County neighborhoods. From emergency pipe repairs to full bathroom remodels, we serve homeowners and property managers who need fast, reliable work done right the first time. Family-owned since 2008. Call us today for a free estimate.'
That description naturally includes: the service (plumbing), the city (Chicago, Cook County), the customer (homeowners, property managers), the differentiator (family-owned since 2008), and a CTA (call for a free estimate).
What to avoid: Keyword stuffing ('plumber plumbing pipes water leaks Chicago plumber best plumber') reads as spam to both Google and humans. Write naturally and the keywords will be there.
Update it seasonally
Consider updating your description quarterly to include seasonal services or promotions. This keeps your profile active and gives Google fresh content to index.
It takes 15 minutes to write a strong description. Most businesses have never done it. That gap is your opportunity.