Google Business Profile

How to Write an Effective Google Business Profile Description

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As a business owner, you understand the significance of having a strong online presence.

A critical component of your digital footprint is your Google Business Profile.

This enables potential customers to find you and learn more about your business using Google local search and Google maps.

One of the most important parts of your profile is your business description, which must stand out to attract and retain customers.

So, how do you write a Google Business Profile description?

How do you write it so that captures your unique brand and attracts potential customers?

We’ll share some tips to create a compelling and effective profile.

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Understanding Your Google Business Profile

Before we dive into writing your profile, let's first take a look at what your Google Business Profile includes.

Your profile contains essential information such as your business name, address, phone number, website, opening hours, and photos.

Lastly, we have your business description.

Your business description should concisely summarise:

  • What your business does
  • Who it serves
  • What makes it unique

It's your chance to make a lasting first impression and persuade potential customers that your business is worth their attention.

Elements of a Google Business Profile Description

An engaging Google Business Profile description must include the following elements:

  • Unique Value Proposition: What sets your business apart from the competition?
  • Keywords: What are the words or phrases potential customers are likely to use when searching for a business like yours?
  • Business Story: What inspired you to start your business, and what is your mission?
  • Formatting and Length: Is your description easy to read and concise?
  • Call-to-Action: What action do you want potential customers to take after reading your profile?

Tips for Writing an Effective Description

Now that you know what elements to include, here are some tips to help you create an effective Google Business Profile description.

Define Your Unique Value Proposition

Your unique value proposition (UVP) is what differentiates your business from the competition.

It's what makes you special and why potential customers should choose you over other businesses in your niche.

When defining your UVP, consider what you offer that no one else does.

Do you have a unique product or service?

Do you provide exceptional customer service?

Are you environmentally conscious?

Whatever it is, make sure you highlight your unique value proposition in your description.

Using Keywords Effectively

To ensure your business shows up in search results, incorporate relevant keywords naturally into your description.

Think about what terms potential customers might use when searching for a business like yours.

However, be mindful not to overuse keywords.

Don’t ‘keyword stuff’.

Instead just work these keywords into your description naturally, so that the content reads in a natural way.

Include your Primary Business Category

In addition to adding relevant keywords in your description, you should also include your primary business category.

You can check your business’ primary category by searching ‘my business’ in Google search and logging into your Google Business Profile account.

From here select ‘Edit profile’ from the icon grid.

screenshot of a google search for belfast plumber showing the map pack results in the local search results page

You’ll then get a pop-up window with a heading that says ‘About your business’

Look for the ‘Business category’ option and click it.

You’ll then be able to input or edit your primary business category.

Highlighting Your Business’s Story

People love stories.

Thus, sharing your business's story can really help you connect with potential customers on a personal level.

Share what inspired you to start your business, what challenges you've faced, and what your mission is.

For this, you should be genuine and passionate.

For continuity, it’s also important to have consistent copy about this on your website’s ‘About Us’ page.

Updating Your Google Business Profile Description

Remember to update your Google Business Profile description regularly to keep it current and relevant.

Add new products or services, update your hours of operation, and keep your photos up-to-date.

Optimising for Local SEO

Your Google Business Profile is a powerful tool for local SEO.

Be sure to include your target location or city in your description.

If you’re a service area business then include the location of your service area in your description.


Your Google Business Profile description should include a clear call-to-action (CTA) that tells potential customers what to do next.

Do you want them to visit your website, call for more information, or visit your store?

Make it easy for them to take the next step.

Utilise Competitor Analysis

Use Google to search for your business and service area, for example, ‘plumbers belfast’.

Next look at the business in the map pack (the top area of the search where)

Click on those businesses and see if they have a Google Business Profile description and if they do look at what makes it work well.

Use this as inspiration for writing your own business description.

In order to find inspiration for writing your own description, you don’t need to stay in your own niche either.

You can search for any business and look for aspects of what they’re doing well in their business description and use those ideas as a guide for writing your own killer meta description.

Need help getting found on Google search & maps 

We are experts at local SEO and Google Business Profile. Get in touch to find out how we can supercharge your search rankings today.

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