Recently, we helped you set up your Google Business Profile, making it easier for customers to find you online. But setting up your profile is just the beginning—now, you need to make it stand out. One of the most important elements is your business description.

So, today, in this guide, we will share tips to craft a Google Business Profile (GBP) description that grabs attention, highlights your expertise, and encourages potential customers to choose you.

If you want to ensure your Google Business Profile works as efficiently as you do, our experts at Make Me Local are here to help. From setting up your profile to creating compelling, SEO-friendly descriptions, we can help you rank higher in search results.

Call us on 0800 772 0022 or email us at hello@makemelocal.com, and let’s create a description that makes an impact!

“Local SEO isn’t just about rankings—it’s about connecting your business with the right customers at the right time. At Make Me Local, we help you stand out in your community, build trust, and turn local searches into loyal customers.”

What Is Google Business Profile Description?

Your Google Business Profile description is a short but powerful section in your listing where you describe what your business does, who you serve, and what sets you apart. Think of it as your digital elevator pitch—a concise yet compelling summary that helps customers understand why they should choose you over competitors.

The key elements of a strong and SEO friendly GBP Description should be:

  • Clearly define your business – Explain your products, services, and unique value proposition.
  • Incorporate keywords naturally – Use local SEO tips to help improve search visibility.
  • Maintain a professional and engaging tone – Keep it informative yet personable.
  • Highlight what makes you unique – Showcase your expertise and what differentiates you.
  • Follow Google’s guidelines – Avoid promotional content, links, or keyword stuffing.

It’s because a well-written description does more than just provide information—it boosts customer trust, improves engagement, and enhances your local search rankings. When done correctly, it can help you rank higher in Google’s local search results, drive more traffic, and increase conversions.

Expert Tips For Writing A Google Business Profile Description

Writing an effective Google Business Profile (GBP) description isn’t just about filling in a text box—it’s about optimising your business listing to boost visibility, attract customers, and improve your local SEO ranking.

Below, we’ll cover tips to write an engaging, SEO-friendly GBP description, what to avoid, and key optimisation tactics to ensure your business stands out.

1. Write For Your Customers, Not Just For SEO

While optimising GBP content with keywords is essential, your primary goal should be to engage potential customers. Your description should be clear, informative, and persuasive—helping customers understand your business and why they should choose you.

Do:

  • Write in a conversational yet professional tone
  • Clearly explain who you are, what you offer, and your unique selling proposition (USP)
  • Keep sentences short, direct, and easy to understand

Avoid:

  • Keyword stuffing (e.g., “We are the best GBP SEO services provider in town, offering the best local SEO strategies with the best prices.”)
  • Generic, robotic descriptions that lack personality

2. Include The Right Keywords (But Use Them Naturally!)

Google scans GBP descriptions to determine relevance for local searches. Incorporating important local SEO keywords naturally in your text can boost rankings.

How do we do it right?

Use 3-5 relevant keywords related to your business. For example, if the keywords are:

  • Local SEO services
  • Business Profile Optimisation

Place keywords where they naturally fit in your description. If applicable, mention your location (city, area, or service region).

What to avoid?

  • Overloading the description with forced keywords
  • Writing unnaturally for the sake of SEO

Example of natural keyword usage:

“Our expert Local SEO service provider helps businesses in London, Kent, and Surrey improve their rankings and attract the right customers. We’ve got you covered whether you want to optimise your business profile or a custom digital marketing strategy.”

3. Highlight Your Unique Selling Proposition (USP)

Your USP is what sets you apart from competitors. Use your GBP description to communicate clearly:

  • What makes your business unique
  • Why customers should trust you
  • What value you offer

Good examples of USPs in a GBP description:

  • “Unlike other agencies, we provide handcrafted SEO solutions tailored to small businesses.”
  • “Our award-winning customer support ensures you always get expert advice when needed.”
  • “We have helped over 500 local businesses improve their Google rankings and online presence.”

4. Keep It Concise And Impactful (500-600 Characters Recommended)

Although Google allows up to 750 characters, only the first 250-300 characters appear before the “Read More” button.

How do you structure your description effectively?

  • First 250-300 characters: Grab attention! Clearly state your business type, services, and USP.
  • Next 200-300 characters: Add supporting details like your service area, customer benefits, or values.
  • Last 100-150 characters: Include a strong call to action (CTA) (e.g., “Call us today!” or “Visit our website”).

Example of a concise, well-structured GBP description:

“Make Me Local is a leading digital agency helping businesses boost their Google Business Profile rankings. We provide expert Business Profile Optimisation, Local SEO Strategies, and website development to ensure your brand stands out. Contact us today to enhance your online visibility and attract local customers!”

5. What To Avoid When Writing A GBP Description

Google has strict guidelines for business descriptions. Violating them can result in your profile being flagged or suspended.

Do Not:

  • Include promotional content (e.g., “Get 50% off today!”)
  • Use phone numbers, URLs, or email addresses (Google already displays these)
  • Add misleading information (Google may flag your profile for inaccuracy)
  • Use all caps, excessive symbols, or emojis (e.g., “BEST SERVICES IN TOWN!!”)
  • Copy content from your website (Originality matters!)

6. Use A Call-To-Action (CTA) To Drive Conversions

Your GBP description should encourage potential customers to take action. A CTA helps guide them toward the next step, such as:

  • Visiting our website
  • Call for a free consultation
  • Booking an appointment
  • Visiting our store

Also Read: How To Get Google Reviews

Trust Make Me Local To Craft A GBP Description That Works For You

As we have shared GBP description tips to help you craft an engaging and SEO-friendly business profile, we understand that writing the perfect description can be challenging. That’s where Make Me Local comes in!

With over 12 years of experience in Local SEO services, we’ve helped countless businesses across various industries enhance their online presence and rank higher on Google. Our content marketing team knows exactly how to create a compelling, keyword-rich GBP description that showcases your unique selling points, attracts customers, and boosts your visibility.

We’ve worked with local startups, service providers, and established brands, delivering tailored strategies that get real results.

Call us on 0800 772 0022 or email us at hello@makemelocal.com today, and let’s craft a high-performing GBP description that works for you!