How To Craft The Perfect Google Business Profile Description
Learn how to create the most relevant Google Business Profile description and immediately draw the searcher’s attention.
Ever wonder which is the best way to craft an engaging Google Business Profile description that will immediately attract potential customers who just stumbled upon your business listing on Google Maps or the local search results?
Well, before I start analyzing how you can write the best possible description of your GBP, I must first explain why it is an important task from an optimization point of view and what it means for your business to have one.
In short, your business description on the GBP is a key part of the picture— succinct and convincing text outlining what your business provides to customers in the specific geographic area of its operation.
This blog post will walk you through the process of perfecting your Google Business Profile description, offering hints and examples designed to help improve visibility in local searches for customers.
The Importance Of Google Business Profile Descriptions
Before we dive into the specifics of writing a great description, let’s understand why it’s so crucial for your business:
1) First Impressions
Your GBP description often marks the first time prospective customers had a good, hard look at your business. It is an opportunity to make that all-important Impression and encourage them to continue seeking more information about what you offer.
2) Search Visibility
Google claims that your description will not directly affect your search ranking. Nonetheless, the descriptions are read by local searchers. If they sound like real company overviews written in a human’s handwriting and not spammy article marketing crap, then this indirectly affects search ranking.
3) Customer Decision-Making
A well-crafted description can provide customers with the information to choose your business over competitors. It can highlight your unique selling points and address common customer questions or concerns.
4) Brand Voice
Your description is a medium through which you can build up your brand’s identity and communicate its personality, values, and message to potential customers.
5) SEO Benefits
By naturally adding relevant keywords to your description, you can improve your visibility for specific search terms related to your business.
That will certainly help Google understand the context of the description and get to know your business a little better, which is something that all GBP owners should have in mind when optimizing their Google Business Profile.
Where To Find And Edit Your Business Description
Before we get into writing tips, it’s important to know where to find and edit your Google Business Profile description. Here’s a step-by-step guide:
Sign in to your Google Business Profile account.
From the dashboard, click on the Edit Profile icon.
On the About section, scroll down to the description.
Write the description of your choice and hit the save button.
Remember, it may take some time for your changes to appear on Google Search and Maps. Be patient and check back in a day or two if you don’t see immediate updates.
And that’s it! You have created an amazing GBP description… or maybe not? Well, let me teach you exactly how you can do it like a professional and describe what your business does in the best way possible.
Tips and Tricks for Writing Effective Descriptions
Now that we understand the importance of a good description and where to edit it, let’s explore some key strategies for crafting an effective Google Business Profile description.
i) Keep it Concise and Informative
Google allows up to 750 characters for your business description, but that doesn’t mean you should use all of them. Aim for a description between 300-450 characters. This length is typically sufficient to provide key information without overwhelming the reader. Remember, users often skim content, so make every word count.
ii) Highlight Unique Selling Points
What are the one (or more) attributes that set your business apart from competitors? Use your description to highlight your unique selling points (USPs). This could include:
Specialized services or products: Offering unique solutions tailored to specific customer needs, demonstrating expertise in a particular niche.
Example: A company specializing in ergonomic furniture for back pain, designed with orthopedic input to ensure comfort and support.
Years of experience or expertise: Highlighting extensive experience assures customers of the business’s reliability and expertise, showcasing a proven track record of success.
Example: With over 20 years in home renovation, we ensure expert craftsmanship and precision.
Awards or certifications: Showcasing awards or certifications builds trust by highlighting recognized excellence and adherence to industry standards.
Example: Our organic skincare line, awarded ‘Best Natural Product’ by the Green Beauty Awards, is also USDA Organic certified.
Unique approach or methodology: This USP highlights a business’s distinctive process or technique, leading to better results or improved customer experience.
Example: EcoClear Solutions’ exclusive 5-step deep cleaning method ensures a spotless and healthier home, unlike any traditional cleaning service.
Exceptional customer service: Providing high-quality, personalized support that exceeds customer expectations by being responsive, helpful, and resolving issues promptly.
Example: A tech company quickly responds to a customer’s smartphone issue, provides a free overnight replacement, and follows up to ensure satisfaction.
Customizable Options: Tailor products or services to meet specific customer preferences or needs
Example: A tech retailer allows customers to customize laptops by choosing the processor, RAM, storage, and color, ensuring a personalized device that fits their exact requirements.
Local Reputation: Emphasizes the business’s trusted and respected standing in the local community.
Example: Our butcher shop, trusted by the people of Oregon for 20 years, ensures the best quality every time.
iii) Incorporate Relevant Keywords
Although you do not want to stuff your description with keywords like we were in 2005, it is good practice to include relevant terms relating to your business that customers might include when searching for businesses like yours.
Think about the services you provide, products you sell, or problems you can solve for them. Capture these things naturally.
iv) Use a Clear Structure
Logically organize your description. Start with the most important information – typically, what your business does and for whom.
Follow this with supporting details, such as your USPs, services, or a brief company history. If you haven’t used the 750-character limit I mentioned above, end with a call to action.
v) Include a Call-To-Action
If possible, end your description with a clear call-to-action (CTA). This could be inviting customers to visit your store, book an appointment, or check out your website for more information.
A strong CTA can encourage potential customers to take the next step in engaging with your business, ultimately leading to more conversions.
Examples of Perfectly Crafted Google Business Profile Descriptions
To illustrate these tips in action, let’s look at some fictional examples of well-crafted Google Business Profile descriptions along with some of the USP’s included inside the text:
Local Coffee Store
“Brewsters Café serves artisanal coffee and homemade pastries in the heart of downtown. Our expert baristas use locally roasted beans and organic ingredients to create the perfect cup. Enjoy free Wi-Fi and a cozy atmosphere perfect for work or relaxation. Visit us today for your daily dose of caffeine and comfort!”
Highlighted USPs:
- Specialized products: Artisanal coffee and homemade pastries
- Local Reputation: Locally-roasted beans and organic ingredients
- Exceptional customer service: Cozy atmosphere perfect for work or relaxation
Plumbing Service
“Rapid Plumbing Solutions offers 24/7 emergency services for residential and commercial properties. With 20+ years of experience, our licensed plumbers handle everything from routine maintenance to complex repairs. We pride ourselves on punctuality, transparent pricing, and customer satisfaction. Call now for fast, reliable plumbing services!”
Highlighted USPs:
- Years of experience: 20+ years of experience
- Exceptional customer service: Punctuality and customer satisfaction
- Specialized services: 24/7 emergency services
Yoga Studio
“Zenith Yoga Studio provides a tranquil space for practitioners of all levels. Our certified instructors offer a variety of classes, from gentle restorative to challenging power yoga. We focus on proper alignment, mindfulness, and personal growth. Join our supportive community and start your yoga journey today. First class free for new students!”
Highlighted USPs:
- Specialized services: Variety of classes from gentle restorative to challenging power yoga
- Awards or certifications: Certified instructors
- Exceptional customer service: Supportive community and personal growth
Auto Repair Shop
“Precision Auto Care specializes in comprehensive car maintenance and repairs. Our ASE-certified technicians use state-of-the-art diagnostic tools to accurately identify and fix issues. We service all makes and models, offering everything from oil changes to major engine repairs. Trust us to keep your vehicle running smoothly. Schedule an appointment online now!”
Highlighted USPs:
- Specialized services: Comprehensive car maintenance and repairs
- Awards or certifications: ASE-certified technicians
- Unique approach: State-of-the-art diagnostic tools
Real Estate Agency
“Homestead Realtorland guides you through every step of your property journey. Our experienced agents combine local market expertise with personalized service to help you buy, sell, or rent with confidence. We leverage cutting-edge technology and marketing strategies to achieve the best outcomes for our clients. Contact us today to turn your real estate dreams into reality!”
Highlighted USPs:
- Years of experience: Experienced agents with local market expertise
- Unique approach: Cutting-edge technology and marketing strategies
- Exceptional customer service: Personalized service
These examples demonstrate how to convey key information effectively, highlight USPs, and include a call to action within the character limit.
Mistakes You Should Avoid
When crafting your Google Business Profile description, be sure to avoid these common pitfalls:
#1 Keyword Stuffing
Although relevant keywords contribute significantly to your description, overusing them can make it awkward and deter customers from further examining your listing.
#2 Neglecting to Proofread
Incorrect spelling and grammar adversely affect your credibility. Hence, you should carefully proofread your description before submitting it.
#3 Being Too Generic
Avoid vague statements that could apply to any business. Try being very specific about what makes your business unique
#4 Including Prohibited Content
Google has specific guidelines about what can and should not be included in your description. Do not include promotional content, URLs, or information best suited for other sections of your profile.
#5 Failing to Update
Your business may evolve over time. Remember to revisit and update your description periodically to ensure it remains accurate and relevant. Just don’t update too many times in a short period, or else your profile may be suspended. It is safer to update the description in your local citations first to match the one you want to rewrite on your GBP.
Using AI to Create Google Business Profile Descriptions
Using artificial intelligence (AI) to write your Google Business Profile description is an alternative solution that can help you with this task. Here’s how you can leverage AI to create or enhance your business description:
a) AI Writing Assistants:
Tools like ChatGPT, Claude, Gemini, or Perplexity can generate draft descriptions based on key information about your business. While these shouldn’t be used without double-checking the results, they can provide a good starting point or inspiration.
In fact, to help you out, I have created a custom GPT that can only be found in the paid version of ChatGPT, called GBP Description Creator Pro. With this tool, you can easily craft compelling descriptions that focus on conversions while adding only the necessary details of your business.
b) Keyword Research:
AI-powered SEO tools can help identify relevant keywords to incorporate into your description. I am not talking about search volume and keyword difficulty because these platforms cannot return accurate real-time data.
For that purpose, use well-known keyword research tools like Semrush, Mangools, or SE Ranking. What you can actually do with AI here is to ask them to give you keywords relevant to your business and all possible local keywords.
c) Sentiment Analysis:
Some AI tools can analyze your description to gauge the emotional tone, helping ensure it aligns with your brand voice.
d) Grammar and Style Checking:
AI writing assistants can help polish your description, check for grammatical errors, and suggest improvements in clarity and style.
e) A/B Testing:
AI tools can generate multiple variations of your description, allowing you to test different versions to see which is more eye-catching and relevant to what the business represents.
Remember, while AI can be a helpful tool, it’s crucial to review and personalize any AI-generated content to ensure it accurately represents your business and complies with Google’s guidelines.
Conclusion
Overall, the bottom line is to develop an effective description for the Google Business Profile (GBP) in order to optimize your business online and attract prospective customers.
A well-written description does several jobs at once: It makes a good first impression, facilitates the customer’s decision, and establishes the voice of your brand.
When you keep a strong focus on what you do, bring out its unique selling points, including related keywords, and maintain a clear structure, you’ll have succeeded in creating the best description possible
In addition, AI-based tools can help you refine your description so that it fits with your brand’s identity and resonates with your target audience.
Do you need some templates to help you craft amazing descriptions that convert?