How to Write a Google My Business Description

Your Google My Business description is the perfect place to tell potential customers what your business is all about, right from the search results page. Think of it as your virtual elevator pitch - 750 characters to convince a user to choose you. This guide will walk you through exactly how to write a compelling description that attracts customers and boosts your local SEO.

Why Your GMB Description Matters More Than You Think

In local search, your Google My Business (GMB) profile is often your digital storefront. When someone searches for "best tacos near me" or "emergency plumber in Atlanta," your GMB listing is the first point of contact. The description sits right in this prominent space, serving a few vital functions:

• It’s Your First Impression: Before a user ever visits your website or social media pages, they see this short blurb. It shapes their initial perception of your brand’s quality, personality, and professionalism.
• It Drives Immediate Action: A compelling description can be the deciding factor that gets a user to click "Call," "Directions," or "Website." It’s a direct lever for generating leads and foot traffic.
• It’s a Local SEO Signal: Google reads your description to better understand what your business offers. Including relevant keywords about your services and location helps Google show your profile to the right audience.

Remember, only the first 250 characters are visible in the Knowledge Panel before a user has to click “More.” This makes your opening sentence a top priority. You need to hook them instantly and provide the most relevant information right away.

A Simple Formula for a Powerful Description

Writing on the spot can be tough. Instead of staring at a blank screen, you can use the classic AIDA marketing framework. It's a simple, reliable structure for organizing your thoughts and writing a description that works.

Attention: Grab Their Interest Immediately

Start with a strong, concise opening line that introduces who you are and what you do. This is where you should place your most important benefit or primary keyword. Think about what a customer absolutely needs to know about you in the first five seconds.

• Is it your specialty? "The only all-vegan bakery in downtown Austin."
• Is it your reputation? "St. Louis' most trusted family-owned auto repair shop for over 40 years."
• Is it a key service? "Offering 24/7 emergency HVAC repairs for the greater Chicago area."

Interest: Highlight What Makes You Different

Once you have their attention, build interest by explaining what sets you apart. This is your chance to showcase your unique selling proposition (USP). Do you use locally-sourced ingredients? Are your technicians certified? Do you offer a one-of-a-kind customer experience? Share the details that make you the better choice over your competitors.

For example, if you run a hair salon, this is where you mention your specialization in curly hair, your use of organic hair products, or your team of award-winning stylists.

Desire: Create a Reason to Choose You

Next, fuel their desire to engage with your business. This is where you can add social proof without directly quoting reviews. Mentioning accolades, awards, or your core values can build trust and make customers feel good about their choice.

• "Voted 'Best Coffee' by Phoenix Magazine for three years running."
• "We are proud to be a woman-owned business dedicated to sustainable sourcing."
• "Known for our detail-oriented work and a commitment to 100% customer satisfaction."

Action: Tell Them What to Do Next

Finally, end with a clear and direct call to action (CTA). You've told them who you are and what you do, so now tell them what the next step should be. Don't assume they’ll figure it out. Guide them.

• "Call us today for a free, no-obligation quote."
• "Visit our showroom to see our latest inventory."
• "Book your appointment online via our website."
• "Stop by for a pint and try our weekly special!"

Step-by-Step Guide: Writing an SEO-Optimized GMB Description

Ready to write? Follow these steps to put all the pieces together and create a description that’s optimized for both people and search engines.

Step 1: Find Your Local Keywords

Start by brainstorming the terms people would use to find a business like yours. Think from the customer's perspective. They’re not just searching for "plumber," they’re searching for "emergency plumber in Miami" or "kitchen faucet repair nearby."

Your primary keywords should include your service and your location (city or neighborhood). For example: "landscaping services in Portland," "vintage furniture Dallas," or "children's dance studio Brooklyn." Keep a list of 2-3 important keywords to naturally weave into your description. Avoid stuffing keywords - it sounds unnatural and can hurt your ranking.

Step 2: Nail the First Impression (The First 250 Characters)

As mentioned, the start of your description is premium real estate. Pack it with your most critical information. State your main service, your primary keyword combo, and your biggest selling point right away.

Example: "Your friendly neighborhood source for authentic Neapolitan pizza and handmade pasta in Atlanta's East Village. We pride ourselves on using locally-sourced, organic ingredients to craft memorable meals for the whole family..."

Step 3: Tell Them What You Do (and Why You're a Better Choice)

Use the middle portion of the description to elaborate on your services and unique qualities. Answer these questions:

• What specific problems do you solve?
• What are your main services or products?
• What makes your approach special? (e.g., family-owned, certified, sustainable, tech-forward, etc.).

This section is where you flesh out the "Interest" part of the AIDA formula, giving customers a clearer picture of your brand's personality and values.

Step 4: Build Trust Instantly

People want to do business with companies they can trust. In a concise sentence or two, mention anything that builds your credibility. This could be an award, a noteworthy certification, your years of experience, or a reference to your positive reputation in the community. Things like "fully licensed and insured," "A+ rated by the BBB," or "celebrating 20 years of service" go a long way.

Step 5: End with a Clear and Simple Call to Action

Wrap it all up by telling your potential customer exactly what you want them to do. Make it low-friction and direct. A simple command can significantly increase the chances that a user will take the next step.

Common Mistakes to Avoid: Staying Within Google's Guidelines

Google has a few rules for the business description, and breaking them can get your listing flagged or your description rejected. This isn't the spot for aggressive marketing tactics. Instead, it's about being helpful and accurate. Here’s what you shouldn't do:

• Don’t Add URLs: There are designated sections in your GMB profile for your website and appointment links. Your description should not contain any URLs.
• Avoid Promotional Language: The description should be about who you are, not about a temporary sale. Save specials and temporary offers for Google Posts. Phrases like "50% OFF TODAY!" are a no-go.
• Steer Clear of ALL CAPS and Symbols: Using gimmicks like all-caps lettering or excessive exclamation points looks unprofessional and can be flagged as spam.
• Don't Include Misleading Information: Make sure everything you write is 100% accurate. Misrepresenting your services or location is a fast way to lose customer trust and get penalized by Google.

Great GMB Description Examples You Can Use

Let's see how these principles look in action for different types of businesses.

Example: Neighborhood Coffee Shop

"Your cozy corner for specialty coffee and fresh pastries in Greenpoint, Brooklyn. We proudly serve fair-trade, single-origin beans roasted right here in NYC. Whether you're settling in for a work session with our free Wi-Fi or grabbing an oat latte to go, our friendly baristas are here to brighten your day. As a community-focused cafe, we feature baked goods from local bakeries and host monthly art shows for local artists. Stop by for a visit and discover your new favorite study spot!"

Example: Local Plumber

"Your trusted source for reliable plumbing repairs in Houston, TX. As a family-owned business with over 30 years of experience, we handle everything from emergency leak repairs and drain cleaning to water heater installation and full bathroom remodels. Our team of licensed and insured plumbers is committed to providing fast, professional service with upfront pricing - no surprises. We stand behind our work with a 100% satisfaction guarantee. Call us anytime for 24/7 service or to request a free estimate."

Example: Women's Fashion Boutique

"A personally curated fashion boutique for the modern woman, located in the heart of Denver's Arts District. We feature a thoughtful selection of independent designer clothing, handmade jewelry, and ethically-made accessories. Our mission is to help you build a timeless wardrobe with pieces you'll love for years. Known for our warm atmosphere and personal styling services, we're here to offer honest advice and a no-pressure shopping experience. Come say hello and let us help you find an outfit that feels uniquely you."

Final Thoughts

Your Google My Business description is far more than just a block of text, it's a powerful tool for connecting with local customers. By focusing on your user, highlighting what makes you unique, and including a clear call to action, you can turn searchers into visitors and browsers into buyers.

While you’re focusing on optimizing your GMB profile, you shouldn't have to wrestle with multiple platforms to keep your social feeds fresh. We designed Postbase to make managing platforms like Instagram, TikTok, and Facebook simple and reliable. From our visual content calendar to the unified inbox, we give you a single place to plan, schedule, and engage without the chaos, so you can spend more time on your business and less time on complicated software.