What to write in your Google Business Profile description

Your Google Business Profile gives you a 750-character description. It is one of the few places on the listing where you choose the words entirely.

Most businesses write something like: "We are the best and most trusted name in the industry, providing quality services with customer satisfaction as our top priority."

That sentence could belong to a dentist, a courier or a tyre shop. It tells a customer nothing and gives Google nothing.

What the description is actually for

Two audiences read it, and they want different things.

The customer wants to know, in about four seconds: what exactly do you do, do you do the specific thing I need, where are you, and is there any reason to pick you.

Google is trying to understand what your business is, so it knows which searches to show you for. It reads the words here as one signal among many.

Neither audience is served by adjectives. Both are served by specifics.

A structure that works

Four parts, in this order.

1. What you are and where. One plain sentence. "Sharma Dental Care is a family dental clinic in Sector 12, Dwarka, open since 2011."

2. What you actually do. The real list, in the words customers use. "We do routine check-ups and cleaning, fillings, root canal treatment, crowns and bridges, braces and clear aligners, and full-mouth implants."

This is the part that does the heavy lifting for both audiences. Write out the services properly instead of saying "all dental services".

3. Who it is for, or what makes it different. One or two honest, checkable sentences. "We see a lot of children and nervous patients, and we keep evening appointments open until 8pm for people coming from work."

Honest and specific beats impressive and vague. "Same-day dentures" is worth more than "world-class facilities".

4. Practical detail. "Parking available in the market. We accept UPI and all cards. Appointments by phone or WhatsApp."

Three examples

Salon:
"Glow Studio is a unisex salon in Pitampura, Delhi, running since 2016. We specialise in hair colouring, global highlights, keratin and smoothening, and bridal makeup, and we also do regular cuts, facials, waxing and nail extensions. Our colourists are L'Oréal-trained and we use ammonia-free colour. Bridal trials can be booked on weekdays. Open 10am to 8pm, closed Mondays. Ladies-only floor on the first level. Appointments on WhatsApp."

Auto workshop:
"Verma Motors is a multi-brand car service garage in Sector 45, Gurgaon, run by the same family since 2004. We do periodic servicing, AC repair and gas refilling, brake and clutch work, denting and painting, battery replacement and pre-purchase inspections. We work on Maruti, Hyundai, Tata, Honda and Mahindra vehicles. Pick-up and drop within Gurgaon. Estimates given before work starts, on WhatsApp with photos. Open 9am to 7pm, Sunday half day."

Sweet shop:
"Krishna Sweets has been making mithai in Karol Bagh since 1978. We are known for our kaju katli, dodha barfi and fresh milk cake, made daily on the premises without preservatives. We also do namkeen, dry fruit gift boxes and bulk orders for weddings, corporate gifting and festivals. Custom hampers made to order with two days' notice. Delivery across Central and West Delhi. Open 8am to 10pm daily."

Notice what none of them say: best, leading, trusted, premium, one-stop, customer satisfaction.

The rules

Google will reject or quietly ignore a description that breaks these:

No phone numbers or URLs. They belong in their own fields.
No offers or prices. "20% off this month" is not allowed here — use Posts for that.
No keyword stuffing. "Best dentist Dwarka, dentist near me Dwarka, top dental clinic Dwarka" reads as spam to Google and as desperation to a customer.
No claiming to be number one unless you can point to a source.
Nothing about a competitor.

Practical tips

Front-load it. Only the first 250 characters or so show before "more". Put what you do and where you are in the opening lines.

Use the words customers use. If people say "parlour" in your area, do not insist on "aesthetic studio". If they search "mobile repair", do not only write "device servicing".

Update it when things change. New service, new timing, moved premises — edit it. A description that mentions a service you stopped offering two years ago causes an argument at the counter.

Write it in a notes app first. The Google interface is a bad place to draft. Get it right, count the characters, then paste.

The same description, services and photos can build your website automatically. See what yours looks like.