How to write a Google Business Profile description that gets you found
4-minute read — most GBP descriptions waste 750 characters. Here's how to write one that ranks and converts.
Your GBP Description Questions Answered
How long should a Google Business Profile description be?
750 characters total. Google shows roughly 250 before a 'more' link — so your most important information should be in the first 2–3 sentences.
Should I include keywords in my description?
Yes — mentioning your specific suburbs and services helps Google match your listing to relevant local searches. But write it naturally, not as a list of keywords.
What should I avoid in my description?
Avoid: 'We are a leading provider of quality services committed to excellence.' Every word should be specific and useful to a customer reading it.
How often should I update my description?
Update it if your services, areas or key differentiators change. Otherwise focus your energy on posts and reviews — those have more ongoing impact.
The formula for a GBP description that ranks and converts
Start with what you do and where
Lead with your trade and suburbs. 'Licensed electrician serving Drummoyne, Five Dock, Concord and surrounding Inner West suburbs.' Google reads this for local relevance.
List your core services naturally
Mention your core services in plain language: 'We handle switchboard upgrades, safety inspections, new installations and emergency callouts.' No jargon.
Add one differentiator
One sentence on why customers choose you: 'Same-day availability, upfront pricing and a licensed team with 10+ years experience.' Specific beats vague.
Close with a call to action
End with a soft CTA: 'Book online or call for a free quote.' It reinforces the action you want them to take.
Don't keyword-stuff
Never stuff keywords awkwardly. Write for a customer reading it, not an algorithm. Google rewards natural language.
Your description is read by customers before they call you
For Sydney service businesses, the Google Business Profile description is often the first piece of copy a potential customer reads. It needs to answer three questions in under 250 characters: what do you do, where do you do it, and why should I choose you?
We write and manage GBP descriptions as part of every Leadwave growth system — along with weekly posts, photo updates and review management so your profile stays active and competitive.
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