The business description on your Google Business Profile is 750 characters of prime, free real estate, and most businesses either leave it blank or stuff it with "best" and "number one". Done well, it helps the right customer choose you. Here is exactly what to write, what to avoid, and examples you can adapt.
What to include
A strong description covers, in plain language: what you do, who you serve, where you operate, what makes you genuinely different, and your main services. Write for a human first. Front-load the most important line, only the first ~250 characters show before Google cuts to "more".
What Google forbids
- No links or URLs and no phone numbers
- No promotional language ("best", "cheapest", "number 1") or offers and prices
- No misleading or off-topic claims
Break these and Google can reject or quietly remove your description. Keep it factual and about your business.
On keywords
The description is not a strong ranking lever, your category, reviews and proximity do the heavy lifting, but naturally mentioning what you do and the areas you serve helps relevance and, above all, helps the reader decide. Write naturally; do not stuff.
Copy-ready examples
Salon: "[Name] is a unisex salon in Dwarka, New Delhi, offering haircuts, colouring, skincare and bridal makeup. Our experienced stylists focus on personal consultations and hygienic, relaxed service. We serve clients across West Delhi and take both appointments and walk-ins."
Boutique hotel: "[Name] is a boutique hotel in Rishikesh offering river-view rooms, home-style meals and easy access to the ghats. Family-run since [year], we focus on personal hospitality, clean comfortable rooms and honest pricing for travellers and small groups."
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Write your description, front-load the key line, keep it clean, and update it as your services change. Then make sure the rest of the profile is complete. For the full picture, see Google Business Profile optimization, how to get more Google reviews, and if your listing has disappeared, why it is not showing on Maps.
FAQs
What should a Google Business Profile description include?
In up to 750 characters: what you do, who you serve, where you operate, what makes you different, and your main services, written naturally. Lead with the most important information because only the first ~250 characters show before the 'more' cut-off. Write for a customer first, keywords second.
Do keywords in the business description help ranking?
The description is not a strong direct ranking factor, your category, reviews and proximity matter more, but naturally including what you do and where helps relevance and, more importantly, helps a reader decide to choose you. Do not stuff keywords; Google can remove a keyword-stuffed description.
What is not allowed in a Google Business Profile description?
No URLs or links, no phone numbers, no promotional or salesy language like 'best' or 'cheapest', no offers or prices, and no misleading claims. Google can reject or remove descriptions that break these rules. Keep it factual and about your business.
How long should the description be?
You get up to 750 characters. Use most of them, but front-load the key message into the first 250 since that is what shows before the reader has to click 'more'. Quality and clarity beat length.