Most local business owners fill in the Google Business Profile description once, usually in a hurry, and never touch it again. That is a missed chance. The description is one of the few places on your profile where you control the exact words a prospect reads before they call you or a competitor.
This guide covers what a Google Business Profile description should say, what Google does not allow, and a template you can adapt for a GTA service business.
How long can a Google Business Profile description be?
The description holds up to 750 characters. That is about 110 to 120 words. Searchers on mobile usually see only the opening lines before the text is cut off, and in our experience that visible part is around the first 250 characters. Treat those first two sentences as the whole description and the rest as a bonus.
What to include in a Google Business Profile description
Think of it as a short, factual pitch to someone comparing three plumbers, roofers or accountants on a phone. Cover these points, in this order:
- Who you are and where you work. Business type and the main area you serve, in the first sentence.
- Your core services. Three to five of the jobs that bring in the most revenue, named the way customers search for them.
- One proof point. Years in business, licensing, insurance, a warranty or a certification. Pick facts you can back up.
- Your service areas. Real neighbourhoods and cities, not a list of every town in Ontario.
- A plain next step. A short invitation to call or message, with no pricing or promo language.
Character budget: how to spend your 750 characters
| Section | Characters | Purpose |
|---|---|---|
| Opening sentence (who, where) | 80 to 120 | Shows before the cut-off, sets relevance |
| Core services | 120 to 180 | Matches how people search |
| Proof point | 60 to 100 | Gives a reason to choose you |
| Service areas | 80 to 150 | Confirms you cover their neighbourhood |
| Next step | 30 to 60 | Invites contact without a hard sell |
A Google Business Profile description example
Here is a working example for a fictional Etobicoke plumber. It is 433 characters, well inside the limit, and the first sentence carries the business type and location.
Harbourline Plumbing has served Etobicoke and west Toronto homeowners since 2011. We handle emergency leaks, drain cleaning, water heater replacement, and bathroom rough-ins, with licensed plumbers and upfront quotes before work starts. Most calls get a same-day visit. We are fully insured and carry a 2-year warranty on labour. Serving Etobicoke, Mimico, Islington, Humber Bay, and east Mississauga. Call or message us for a quote.
Notice what is missing: no phone number, no link, no discount, no capital letters for emphasis. Notice what is there: specific jobs, a specific area, and two facts a customer can verify.
What Google does not allow in the description
- Links, URLs or HTML.
- Promotional claims such as prices, sales or limited-time offers. Use Google Business Profile posts or the products and services sections for those.
- Keyword lists. A string of “plumber Toronto, plumber Etobicoke, best plumber” reads as spam and risks an edit being rejected.
- Misleading or unverifiable claims, such as “number one in the GTA” with nothing behind it.
- Anything that misstates your business name or category. The name has its own rules, covered in our guide to Google Business Profile name rules.
Does the description help you rank?
Be careful with anyone who promises ranking gains from a rewritten description. Google has not said it is a ranking signal, and distance and prominence matter far more. What the description does is help a prospect decide, and it keeps your profile consistent with the services and categories you already list. If your profile is thin elsewhere, fix that first. Our Google Business Profile completeness score breakdown shows where most profiles lose points, and the guide to what to list in the services section covers the field that works hand in hand with your description.
Common mistakes to fix today
- Pasting the website homepage text, which is usually too long and written for a different reader.
- Burying the service area in the last sentence, where it gets cut off.
- Writing for Google instead of the customer.
- Leaving the description blank, which is still common on profiles for small trades.
- Never revisiting it after adding a new service or opening a second location.
If you also cover specific cities, make sure the description matches the service areas set in the profile and the content on the matching location page, such as our Toronto SEO company page. Consistency across those places is what keeps the profile credible. Pair the description with strong visuals too, covered in what to upload as Google Business Profile photos.
Frequently asked questions
How long can a Google Business Profile description be?
The limit is 750 characters. Only the opening lines show before a reader has to expand the text, roughly the first 250 characters, so put the most important information first.
Does the Google Business Profile description affect local rankings?
Google says local rankings rest on relevance, distance and prominence, and it does not list the description as a confirmed ranking signal. Write it for customers first. Naming your real services and service areas in plain language still helps the profile read as relevant.
Can I put a link, phone number or promotion in my description?
No. Google’s guidelines do not allow links or HTML in the description, and promotional language such as prices, discounts or calls to action beyond a plain invitation to get in touch can get an edit rejected. Keep it factual.
How often should I update my Google Business Profile description?
Review it every quarter and whenever your services, service areas or credentials change. Keep a copy of the old version so you can compare it with your call and direction request numbers in the profile insights.
Not sure whether your Google Business Profile is giving customers the right first impression? Get a free SEO audit from Cadiente Digital and we will review your profile and local rankings.