Write Your Google Business Profile Description (750 Max)

You opened the description box, stared at the cursor, and nothing came out. Or you wrote something decent, saved it, and the old text is still sitting there a day later. Either way, the Google Business Profile description feels like a small field with a lot of ways to get it wrong. The good news is that the rules are short and you can write a clean one in about fifteen minutes. Google allows up to 750 characters, and it wants a plain summary of what your business does, not an ad. This post gives you the limit, the banned items, a structure to follow, two sample paragraphs, and a way to tell a rejected edit from a slow one. Keep the box open in another tab and work through it.

You can write a compliant description in five steps

Google says the description helps customers learn "what you do and what makes your business unique." It shows in the "From the business" section of your profile. Google's description help page asks you to cover what the business offers, what makes it special, how long it has operated and other useful customer information. The steps below turn that into a paragraph you can paste in.

1. Open the right field: In your verified profile, choose Edit profile, then Description, then Edit.
2. Copy the current text: Paste it into a note before you change anything, so you can roll back.
3. List your facts: Write down your main services, the customers or situations you serve, your real service area, how long you have operated, and one specific difference.
4. Draft in plain sentences: Lead with what you do and who you do it for. Keep the history and the differentiator for the end.
5. Count, save and note the date: Check you are under 750 characters, save, and write down when you saved.

Most of the effort is step three. Once the facts are on paper, the sentences come quickly, and you can trim them to fit.

The 750-character limit counts characters, not words

Spaces and punctuation count toward the 750. In practice that is a short paragraph, so every sentence has to carry a fact. A sentence like "We provide quality service you can trust" uses about forty characters and tells the reader nothing about whether you fix their problem. Replace it with a named service or a customer type.

You do not have to use all 750. A tight 400-character paragraph that states your services, customers and history clearly beats a padded one. If you are over the limit, cut repetition first, then adjectives, and keep the facts a customer would ask about on the phone.

What goes in the paragraph

A service business can use the description to state six things. You do not need every one, but the first four do most of the work.

• Primary services: Name the jobs people actually search for, in the words they use.
• Customers or situations: Say who you serve, such as homeowners, small businesses, freelancers or contractors.
• Genuine service area: Include it only if it is real and relevant to what customers need to know.
• Years in business: How long you have operated, stated as a fact you can back up.
• A specific difference: A specialty, a process, a credential or a customer type you focus on.
• Mission or history: A short line, only if it helps a customer understand you.

Put the first two in your opening sentence, so someone who reads only the beginning still knows whether you can help them.

A sample for a plumber

This is sample wording that follows the structure. Replace every detail with your own true facts.

> Family-owned plumbing company serving homeowners and small businesses throughout the county. We handle water heater replacement, drain cleaning, leak repairs, fixture installation, and emergency plumbing service. Our licensed team has served local properties since 2008, with upfront communication and workmanship focused on lasting repairs.

The opening sentence says what the business is and who it serves. The second names the jobs. The third gives history and a way of working. There is no price, no link and no "call now."

A sample for an accountant

The structure works for office-based services too.

> Accounting firm serving freelancers, contractors, and small businesses with bookkeeping, tax preparation, payroll support, and quarterly planning. We help business owners organize their finances and explain numbers in plain language.

Notice that the differentiator is concrete: it names the customer types and a way of explaining. Only claim a credential like "licensed" if it is true and you can show it, because Google requires the text to be accurate.

Google bans these items from the description

Google's guidelines for representing your business and its description page set the boundaries. If your text includes any item in the first column, move that information somewhere better.

Claims like "best," "guaranteed," "number one" and "same-day" carry extra risk. The Federal Trade Commission says advertising must be truthful, non-deceptive and supported by evidence, so only write a claim you can back up. If you cannot prove it, name the service instead.

Phone numbers and offers belong in other parts of the profile. If you want to announce a seasonal deal, a Google Post is the place. The description is a lasting summary, not a notice board.

An edit that did not show up may be slow, not rejected

Google says profile edits usually appear in about 10 minutes, but some can take up to 30 days. A delay does not necessarily mean the text broke a rule. Before you rewrite anything, wait, then check the profile as a visitor would.

A true rejection has specific causes. Google's policies overview and the description page point to these:

• Policy violations: URLs, promotions, prices, sales claims, irrelevant text, gimmicky formatting, or inaccurate claims.
• Profile status: The profile is unverified, disabled, suspended or deleted, or tied to a restricted Google Account.
• Duplicate content: The text you submitted matches what is already live.
• Timing and errors: The edit was submitted while the profile was being changed, or a processing error occurred.

Work down that list from the top. Remove anything from the banned table, confirm your profile is verified and active, then save once and wait. If the edit still does not appear, our post on Google Business Profile edits not showing walks through the next checks.

Google's AI can draft a description, but you must check it

When you edit the description, Google also offers a "Suggest description" button that drafts text from your profile and other sources, such as your website. Google adds: "This AI feature writes creative text. You should review it for accuracy and update as needed."

Treat the draft like a first pass from a stranger. Delete any claim you cannot back up, add your real service area and history, and check it against the banned list above. An AI draft that mentions a price or a promise still breaks the rules, and the profile is yours.

Does the description help you rank?

Google says local results are mainly based on relevance, distance and popularity, and that complete, detailed business information helps it understand your business and match it to relevant searches. Its local ranking guidance does not say that the description itself is a ranking factor, and it makes no promise that a longer or reworded description will lift your position, calls or sales.

So, write for the customer. A paragraph that makes the next reader think "yes, they do my kind of job" does its work whether or not it moves a map pin. That also means you can stop worrying about repeating your city and service name over and over. Say it once, naturally, and move on to something that helps a person decide.

The description is also separate from other profile parts. Your categories, services list, Posts and the summaries Google writes on its own are different elements, and Google's page on business summaries on Google Maps explains how those differ from the text you write.

Run this ten-minute check on your current description

Open your live profile and read the description as a stranger.

1. Does it say what the business actually does in the first sentence?
2. Is it under 750 characters?
3. Is every URL, price, discount and "call now" gone?
4. Are "best," "guaranteed," "licensed" or similar claims backed by something you can show?
5. Does it name the primary service, the customer type, the real service area, your history and one difference?
6. Read it aloud once. Would a customer misunderstand your business?

Fixes are usually small jobs. A blank or outdated description takes about 15 to 30 minutes to rewrite. Removing a price or a link takes about 10 minutes. Vague wording and stuffed keywords take longer, about 30 to 60 minutes, because you need to gather real facts. Checking credentials or fixing wrong services or service areas can take 30 to 90 minutes.

When it is worth getting help

An owner can write and maintain this field alone. It has a clear limit, a short list of published restrictions and no rule that says you need an agency.

Help starts to pay off when the situation is bigger than one paragraph: several locations, many service lines, claims that need to be backed by evidence, frequent profile changes, a rejected or suspended profile, details that differ across the web, or no time to keep it current. In those cases the value is accuracy and consistency, with someone gathering the facts, keeping the wording inside Google's rules and matching it to the rest of your profile and website. It is not a secret phrase that moves you up the map.

Frequently Asked Questions About google business profile description

How many characters can a Google Business Profile description have?

Up to 750 characters. The limit counts characters, including spaces, not words.

What should I write in my Google Business Profile description?

Say what the business offers, who it serves, your real service area if it matters, how long you have operated, and one specific difference. Keep it factual and plain.

Can I put my website link or prices in the description?

No. Google prohibits URLs and HTML code, and says to focus on the business rather than promotions, prices or sales. Put the link in the website field and offers in a Post.

Why was my business description rejected?

Common causes are policy-breaking text, an unverified or suspended profile, account restrictions, duplicate content or a processing error. Remove banned items and confirm the profile is verified before you resubmit.

How long does a description edit take to show?

Google says edits usually appear in about 10 minutes, but some can take up to 30 days.

Does the description affect my local ranking?

Google says local results are mainly based on relevance, distance and popularity, and does not state that the description itself is a ranking factor. Write it for customers.

Wrapping Up

Your description has one job: tell a customer, in up to 750 characters, what you do, who you do it for and why they might choose you. Leave out links, prices, promotions and sales language, back up any claim you make, and use the plumber or accountant sample as a model for your own facts. If an edit does not show, give Google time and work through the rejection causes before you change the text again.

Done well, the paragraph keeps working in the background. A clear description answers the first questions a customer has before they ever call, and it carries little risk of policy trouble because it sticks to plain facts. You can revisit it when your services or history change, and not before.

If you would rather hand it off, Web Leveling can write and review your description alongside the rest of your profile. Our Google Business Profile management keeps your details accurate and inside Google's rules, and our local SEO work covers the pages and listings around it. If you only need one paragraph, we will tell you to write it yourself. We work with small and medium businesses across the country and overseas. Contact us about your Google Business Profile and we will help you sort out what to change first.

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