The Google Business Profile description field allows up to 750 characters. Most service businesses leave it blank. Many paste in their website tagline. A few write something about being "passionate" or "dedicated."
None of those approaches work. Here's what does — with real examples you can use as a starting point for your own business.
Why your description matters more than you think
Google uses your business description to understand what you do, who you serve, and where you do it. It's one of the key signals Google reads when deciding whether to show your business in a local search.
More importantly: your description is also read by Gemini AI, which now generates answers directly in Google search results. When someone asks Gemini "find me a bookkeeper near me," Gemini reads your description and decides whether your business is a relevant match.
"Your description isn't your tagline. It's your brief to Google about exactly what you do and who you help — written in the words your customers actually search."
The formula that works
You don't need all five in every description. But the more of them you include, the more signals you're giving Google — and the more likely you are to match what your customers are searching for.
Real examples by business type
Before (generic):
"Helping small businesses stay on top of their finances with professional, personalised bookkeeping services."
After (works):
"Bookkeeper in Richmond, Melbourne specialising in small business BAS, payroll, and Xero. Serving tradies, retail, and professional services. Same-week appointments available. Remote and in-person."
Why it works: Suburb, specific software, specific customer types, specific services, practical differentiator. Google can match this to "Xero bookkeeper Richmond" or "BAS bookkeeper Melbourne."
Before (generic):
"Dedicated to helping clients feel their best with expert skin treatments in a relaxing environment."
After (works):
"Skin clinic in Paddington, Sydney offering facials, LED therapy, and acne treatment. Specialising in sensitive skin, rosacea, and anti-ageing. Online booking available. New clients welcome."
Why it works: Location, specific treatments, specific skin conditions. Matches searches like "acne treatment Paddington" or "LED facial Sydney."
Before (generic):
"Empowering entrepreneurs to unlock their potential and build businesses they love."
After (works):
"Business coach in Auckland working with women in service businesses — bookkeepers, consultants, health practitioners. Specialising in pricing, client acquisition, and moving from solopreneur to small team. 1:1 and group programs."
Why it works: Location, specific client type, specific problems solved, format of service. Matches searches like "business coach Auckland women" or "pricing coach for consultants."
Before (generic):
"A welcoming space for all levels to explore movement, mindfulness, and community."
After (works):
"Yoga studio in Fremantle offering Hatha, Yin, and Restorative classes for adults of all levels. Small class sizes. Beginners welcome. Casual and term passes available. Also offering pregnancy yoga and yoga for back pain."
Why it works: Location, specific class types, specific audiences (beginners, pregnant women, back pain). Matches high-intent searches like "yoga for back pain Fremantle" or "beginners yoga class Fremantle."
Skip the writing. Get yours done.
Answer 7 questions about your business. The Visibility Toolkit writes your Google Business Profile description for you — using the exact keywords your customers search, specific to your suburb and service type. One session. $49.
Get your description written — $49 →The rules to follow
- Do use the specific words your customers search — location, service type, outcomes
- Do mention your suburb or service area — this is a critical local signal
- Do include a practical differentiator — same-week, mobile, bulk billing, online
- Don't stuff keywords unnaturally — "best bookkeeper Melbourne bookkeeper accounting Melbourne" reads as spam to Google
- Don't add URLs or phone numbers to your description — Google doesn't allow these and will flag your profile
- Don't add keywords to your business name field — this violates Google's guidelines and risks suspension
- Don't make claims you can't verify — "best in Melbourne," "number one rated" without a source
Your description can be updated any time — and should be reviewed every six months. If you add a new service, move locations, or start targeting a different customer type, update your description to reflect it.