Google Business Profile Description: Rules, Examples and a Template

Your Google Business Profile description can be up to 750 characters long. It must not contain links, and it should describe the business itself rather than promotions, prices or sales. Google has not said the description affects where your profile ranks, so write it for the person deciding whether to call you.

Below are the rules, a fill-in template and six example descriptions. If you are still setting up the profile, start with our Google Business Profile setup guide and come back once your category, hours and contact details are in place.

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What the description is and where it shows

Google says the description appears in the “From the business” section of your Business Profile, which customers see on your profile in Google Search and Maps. Google’s guide to editing your profile Most of the profile comes from structured fields such as category, hours and phone number. The description is where you explain, in your own words, what work you take on, who you usually serve, and what a first visit or job looks like.

The rules: 750 characters and what Google prohibits

Google’s help page sets the length: do not exceed 750 characters in the description field. The same page tells you to leave out URLs and HTML code and to focus on details about your business rather than promotions, prices or sales. Google: edit your Business Profile

Google’s guidelines for representing your business add the content rules. The description should cover the services and products you offer and can include your mission and history, and you are expected to be upfront and honest. Beyond Google’s general content policies, the description must not:

• Display low-quality, irrelevant or distracting content, such as misspellings, gimmicky character use or gibberish
• Focus on special promotions, prices or sales (Google’s examples of disallowed content include a storewide percentage discount and a product with a price attached)
• Display links of any type

Content that has no clear connection to your business is also not allowed. Google’s guidelines for representing your business

Read “links of any type” broadly: leave out a web address typed as plain text and a booking link, not only HTML. Your website belongs in the website field.

Does the description affect ranking?

Google says local results are based mainly on relevance, distance and prominence. Relevance is how well a profile matches a search, and Google recommends complete, detailed business information. Prominence draws on signals such as reviews and links. That explanation does not mention the business description or keywords in it. Google: tips to improve your local ranking

Two local SEO companies that study rankings go further. BrightLocal says keywords in the description do not affect local rankings, though the text helps customers know what to expect. BrightLocal’s description guide Whitespark’s ranking factors research ranks description keywords near the bottom of its local pack factors (171st of 187) and puts the primary business category first. Whitespark’s Local Search Ranking Factors

Write the description for customers, and name your main services and the area you serve. Repeating city names and service keywords to fill the field reads badly and can run into the rule against irrelevant or distracting content. Your category, reviews and website matter more for local rankings; our article on what actually moves Google Maps rankings covers them.

Put the important part first

Profiles show only the start of the description until someone expands it. Google’s help pages do not say how many characters are visible. Third-party guides put it at roughly the first 250, and BrightLocal advises putting your most important information there. BrightLocal’s description guide

Use your first two sentences to say what you do and who or where you serve. History, team details and how to get started can follow.

A fill-in template

Replace each bracketed field, delete any sentence that does not apply, and keep only claims you can stand behind. Then count the characters, spaces included, before you paste it into the profile.

[Business name] is a [type of business] in [city or neighborhood] that [main service or product] for [type of customer]. We [two or three specific services or products].

[One sentence on what is different about how you work, stated as a fact: hours, approach, specialty, languages spoken, accessibility.]

[Optional: one sentence of history or background, such as when and why the business started.]

[How to get started, without links or prices: call to book, visit during opening hours, request an estimate.]

Six examples that follow the rules

Brackets mark facts you need to supply. Counts include the brackets, so recount once you fill them in.

Plumber

[Business name] is a licensed plumbing company serving homes and small businesses in [city] and nearby communities. We repair leaks, clear blocked drains, replace water heaters and fix toilets, faucets and garbage disposals. Our plumbers arrive in marked vans, explain what they found before starting work and clean up when the job is done. [Business name] has been owned and run by [owner name] since [year]. Call to book a visit or ask about emergency service hours.

About 470 characters. Keep “licensed” and the process details only if they are true. For a business without a storefront, see our tips for service-area businesses.

Dental office

[Practice name] is a general dental practice in [neighborhood], [city], caring for adults and children. We provide checkups and cleanings, fillings, crowns, root canal treatment and teeth whitening. [Dentist name] and our team take time to explain treatment options and costs before any work begins. The office has [accessibility detail, e.g. step-free access and parking], and appointments are available [days or evenings]. New patients can call the office to book a first visit.

About 480 characters. It describes services without promising results, and “explain costs” describes a practice rather than quoting a price.

Bakery or cafe

[Business name] is a neighborhood bakery and cafe on [street] in [city]. We bake bread, pastries and cakes on site each morning and serve coffee, tea and light lunches. Order celebration cakes in person or by phone with [number of days] days’ notice. Seating is available indoors [and on the patio], and we offer [dietary options you actually provide, e.g. vegan and gluten-free items] each day. Stop by during opening hours or call ahead for large orders.

About 460 characters. Daily specials and seasonal discounts belong in posts, not here.

Accounting firm

[Firm name] is an accounting firm in [city] working with small businesses, self-employed people and families. We prepare individual and business tax returns, handle bookkeeping and payroll, and help owners plan for quarterly taxes. [Credential, only if true, e.g. Our partners are CPAs licensed in (state).] Clients can meet in person at our office or by video call. Call to arrange an introductory meeting to discuss what you need.

About 430 characters. Drop the credential sentence unless it is true, and avoid wording that suggests guaranteed refunds or savings.

Hair salon

[Salon name] is a hair salon in [neighborhood], [city], offering cuts, color, highlights, blowouts and treatments for all hair types. Our stylists [specialty, e.g. specialize in curly and textured hair] and start every appointment with a consultation. [Detail such as: Products used in the salon are available to buy at the front desk.] We welcome walk-ins when chairs are free, and appointments can be booked by phone or in person.

About 430 characters. Promotions and price lists can go in posts and the services list instead.

Landscaping company

[Business name] provides landscaping and lawn care for homes and commercial properties in [city] and surrounding areas. We handle weekly mowing, seasonal cleanups, planting, mulching, irrigation repair and patio and walkway installation. Each project starts with an on-site visit and a written estimate. [Business name] is locally owned and has served [area] since [year]. Call to schedule an estimate or ask about seasonal maintenance plans.

About 440 characters. Mentioning a written estimate is fine; quoting a price is not.

How to edit the description and why edits go under review

1. On Google Search, go to your Business Profile, select Edit profile, make your changes and select Save.
2. In the Google Maps app, tap Business at the bottom right, tap Edit profile, make your changes and tap Save.

Google says it reviews changes before updating them live on your profile, so a new description may not appear straight away. Google: edit your Business Profile Google does not publish a set review time. Save a copy of the final text first so you still have it if the edit is rejected.

If an edit seems stuck, wait before resubmitting. Several slightly different versions saved in quick succession make it harder to tell which one Google is reviewing.

Common mistakes

Adding a link or web address. Google allows no links of any type in the description. Put your website in the website field. To see how many people click through from your profile, track website clicks from your profile with UTM tags.

Mentioning prices, offers or sales. A line like “first visit half price” breaks the rule on promotions, even at the end of an otherwise good description.

All caps, emoji strings and decorative symbols. Google prohibits gimmicky character use. It does not name emoji, but a row of them risks being treated that way.

Packing in cities and services. A list of fifteen suburbs does not help customers. Name your main area and core services, and use the service area and services fields for the rest.

Pasting your website’s About page. Website copy is usually too long and too promotional for this field.

Leaving the field blank. Three plain sentences give customers more context than nothing.

Letting it go stale. If you drop a service, change who you serve or move, update the description along with the other fields.

Claims you cannot support. Google expects descriptions to be upfront and honest. “Best”, “number one” and “guaranteed” invite doubt; describe what you do instead.

Where promotions and prices belong instead

Your profile has other places for offers. Posts suit time-limited offers, events and updates. List your services and products in the services and products sections, where you can describe them and add prices where they apply. BrightLocal gives the same advice. BrightLocal’s description guide

Frequently asked questions

Should I include my phone number?

Google’s rules do not single out phone numbers, but the profile already shows yours in its own field. Repeating it wastes characters.

Do I need to use all 750 characters?

No. The examples above run to 430 to 480 characters, which leaves room for your real details. A short, accurate description beats a long one padded with keywords.

Next steps

Draft your description from the template, run it through the checklist and save a copy before you paste it into Edit profile. Then check the rest of the profile with our Google Business Profile checklist. If you are reviewing your whole local presence, work through the local SEO audit checklist next. The complete local SEO guide covers reviews, citations and your website. If you manage profiles for several locations, our BrightLocal review looks at one tool built for that job.