How to write your Google Business Profile description
A good description answers three questions, in this order: who you are, where you are, what you do. Everything else is padding.
The order matters more than people think. Google only shows the start of the text before the reader clicks to expand it. Your first lines must therefore carry your trade and your town, not an opening flourish.
What Google accepts and what it refuses
| Element | Allowed? | Worth knowing |
|---|---|---|
| Length | 750 characters maximum | Beyond that, the change is rejected |
| Link, URL, website address | No, in any form | The most frequent reason for rejection |
| HTML code | The text is plain, tags are not interpreted | |
| Phone number | It is not forbidden, contrary to a common belief | |
| Prices and promotions | Discouraged | Not a hard ban, but the change may be rejected |
| Your business name | And it belongs at the start of the text | |
| Trade and town | The most useful pair in the whole text |
Three example openings
Three openings that work, with no invented figure and no unverifiable promise.
Bakery. Maison Delcourt, bakery in Bristol, Clifton area. Sourdough bread, pastries and viennoiseries baked on site every morning. Open Tuesday to Sunday.
Hair salon. Atelier North, hair salon in Leeds. Cuts, colour and treatments for women and men, by appointment or walk-in. You will find us two minutes from the station.
Garage. Berthier Garage, car repair shop in Manchester. Servicing, MOT preparation, tyres and electronic diagnostics, all makes. Courtesy car on request.
In all three, the trade and the town land within the first ten words, and no sentence promises anything that cannot be kept.
Does the description lift my profile on Maps?
No, and that needs saying plainly, because almost every page on the subject implies otherwise.
Google publishes three local ranking factors: relevance, distance and prominence. The description is not one of them. Stuffing the text with keywords will not move your profile up a single place, and it may get your change rejected.
So why bother writing it well?
Because it does not serve ranking, it serves the decision. When two businesses sit side by side on Maps, the description is the only text on the profile you wrote yourself: the name, the opening hours and the category come from Google, the reviews come from your customers.
It is also one of the few passages that AI answer engines read to summarise your business when someone asks them for a shop in your town.
How to raise your score out of 100
The score the tool shows does not judge your style. It measures what your profile allows us to write. Four levers, heaviest first.
| Lever | What it brings | Where to act |
|---|---|---|
| Your 3 main services | The heaviest gain | Services section of your profile |
| Your 3 secondary categories | Second gain | Business category section |
| The usable length of the text | Follow-on | Comes by itself with the two above |
| The town named | Essential | Profile address, or typed into the tool |
As long as your profile declares neither services nor secondary categories, the description cannot mention them and the score plateaus. The tool is not being harsh: your profile is incomplete.
For categories, our Google Business category finder gives you the four exact labels to paste.
You know what to write. Would you like us to handle it?
Up Review writes and publishes directly on your Google Business Profile, then keeps it up to date with every change. A free tool cannot do that for you.
Where does the text come from?
It is written by an artificial intelligence, only from what your profile already contains: business name, city, area, categories, seniority, rating, opening days.
An automatic check reads the proposal back and rejects any text that would invent a number, opening hours or a promise. If the writing fails or the check refuses it, the tool hands you a version assembled from template sentences rather than an error message.
The tool asks for no connection to your Google account and changes nothing on your side. You copy, you paste, you stay in control. Always read the text through before publishing: it is your business, not a machine's.
To see what else is missing on your profile, run our free Google Business Profile audit, or see how Up Review manages your Google presence.