Module 2

Business Description

Your business description is your chance to tell customers what you do and why they should choose you. You've got 750 characters — let's make them count.

Understanding the Business Description

What to do

Before writing, understand where the description appears and what it's for.

Step by step

  1. The description appears on your Business Profile when customers click to see more details. It's not the first thing they see, but interested customers will read it.
  2. You have exactly 750 characters. That's about 120-150 words. Enough for a solid paragraph, not enough for an essay. Every word matters.
  3. It's for customers, not Google's algorithm. While you should naturally include relevant keywords, the description's main job is convincing customers to choose you, not gaming search rankings.
  4. Write in first or third person — either works. "We are a family-run bakery..." or "Smith's Bakery is a family-run..." Both sound professional.
Does the description affect rankings?

The honest answer: probably very little directly. Google says they use description content to understand what your business does, but it's not a major ranking factor compared to categories, reviews, and proximity. However, a good description that converts browsers into customers is valuable regardless of SEO impact. Write for humans first.

Google's official guidelines

What to Include in Your Description

What to do

A good description covers: what you do, who you serve, what makes you different, and why customers should choose you.

Step by step

  1. Start with what you do. Lead with your main service or product. "Smith's Bakery creates fresh, handmade bread, cakes, and pastries daily."
  2. Mention who you serve or your area. "Serving Plymouth and surrounding areas" or "Helping families across Devon with..."
  3. Include your key services/products. List your main offerings so customers know you provide what they need. Don't list everything — focus on what you want to be known for.
  4. Add what makes you different. Family-run? 20 years experience? Award-winning? Eco-friendly? Whatever genuinely sets you apart.
  5. Include a soft call to action. "Contact us today for a free quote" or "Visit us to see why locals love our..." Don't be pushy, but guide them to the next step.
  6. Work in relevant keywords naturally. If people search for "emergency plumber Plymouth", naturally mentioning emergency services and Plymouth in your description makes sense. But don't stuff keywords unnaturally.

Examples by industry

Aquaflow Plumbing Services provides reliable plumbing and heating solutions across Plymouth and South Devon. From emergency leak repairs to full bathroom installations, our experienced team delivers quality workmanship every time. Family-run with over 15 years' experience, we pride ourselves on honest pricing, tidy work, and turning up when we say we will. Available 24/7 for emergencies. Contact us today for a free, no-obligation quote.
The Corner Café is Exeter's favourite spot for freshly made breakfasts, hearty lunches, and proper coffee. Everything is made fresh in our kitchen using locally sourced ingredients wherever possible. Whether you're after a full English, a light salad, or just a slice of homemade cake with your coffee, we've got you covered. Family-friendly with highchairs and a kids' menu. Pop in and see why our regulars keep coming back.
Riverside Dental Practice has been caring for families in Bristol for over 25 years. We offer comprehensive NHS and private dentistry, from routine check-ups to cosmetic treatments and dental implants. Our friendly team creates a relaxed, welcoming environment — we understand dental anxiety and take the time to put nervous patients at ease. Currently accepting new NHS and private patients. Book your appointment today.
Harrison & Co Solicitors provides expert legal advice to individuals and families across Birmingham and the West Midlands. Specialising in family law, conveyancing, and wills & probate, we combine professional expertise with a personal approach. We explain everything in plain English and keep you informed at every stage. Legal Aid available for eligible family cases. Contact us for a free initial consultation.

What NOT to Include

What to do

Some things don't belong in your description — either because they waste space or violate Google's guidelines.

Step by step

  1. Don't include your phone number or website. These have dedicated fields. Putting them in the description wastes characters.
  2. Don't include prices. Prices change. Your description should remain accurate without constant updates.
  3. Don't make unsupported claims. "Best plumber in Plymouth" or "#1 rated dentist" — unless you have genuine evidence (awards, rankings), avoid these.
  4. Don't be negative about competitors. Keep it professional. Focus on your strengths, not others' weaknesses.
  5. Don't stuff keywords unnaturally. "Plymouth plumber emergency plumber plumbing services Plymouth plumber Devon" — Google hates this, customers hate this, don't do it.
  6. Don't include special offers. Promotions expire. Use Google Posts for time-limited offers, not your permanent description.
  7. Don't include ALL CAPS or excessive punctuation!!! It looks unprofessional and spammy.

How to Write Your Description

What to do

Follow this simple structure to write an effective description quickly.

Step by step

  1. Sentence 1: What you do. "[Business name] provides/offers/specialises in [main service] in [location]."
  2. Sentence 2-3: Your key services. List 3-5 of your most important offerings. "From [service A] to [service B], we handle all your [category] needs."
  3. Sentence 4: Your differentiator. What makes you stand out? Experience, approach, speciality, values? "Family-run for over 20 years, we..." or "We pride ourselves on..."
  4. Sentence 5: Call to action. Invite them to take the next step. "Contact us today for..." or "Visit us to discover..."
  5. Edit ruthlessly. First draft done? Now cut unnecessary words. Can "We provide our customers with excellent service" become "We provide excellent service"? Trim the fat.
  6. Check character count. Paste into a character counter (search "character counter" online). You have 750 characters — use most of them, but don't go over.

Adding Your Description to Your Listing

What to do

Here's how to add or update your description in Google Business Profile.

Step by step

  1. Sign in to business.google.com and go to your listing.
  2. Find "Edit profile" or "Business information" in the menu.
  3. Look for "Description" or "From the business" — this is where your description goes.
  4. Paste or type your description. The interface will show you how many characters you've used.
  5. Save your changes. The description may be reviewed by Google before appearing publicly, though this is usually quick.
  6. Check how it displays. Search for your business and look at your listing. Does the description read well? Is any important information cut off?

Your description is effective when: