The Google Business Setting Most Businesses Forget to Optimize

You claim your Google Business Profile. You upload some photos, pick your categories, add your contact info, maybe even collect a few reviews. Then you sit back and hope the customers start rolling in.

But here’s the thing: most businesses miss one small but mighty step. It’s easy to overlook, but it plays a huge role in how potential customers see you in local search.

It’s your business description.

That little paragraph hidden in the backend of your profile? Yeah, that one. Google gives you the space to introduce yourself, highlight what you offer, and set yourself apart from your competitors. And yet, so many businesses leave it blank or slap in a rushed sentence or two.

So today, we’re diving into why your Google Business Profile description matters and how you can make it work for you.

What Is the Business Description in Google Business Profile?

The business description is a short paragraph of up to 750 characters that lives on your Google Business Profile. You write it. Google shows it to potential customers when they search for your business on Search or Maps.

It’s not the same as your list of services or your business category. Instead, it’s a short snapshot that gives people a sense of who you are, what you do, and why you matter. Think of it as your elevator pitch—but for search engines and real-life customers alike.

While this section doesn’t directly influence search rankings, it plays a key role in driving customer behavior, especially when optimized with relevant, natural keywords. 

Why Most Businesses Forget to Optimize It

Let’s be honest. Google doesn’t exactly throw a spotlight on this field when you first set up your profile. You have to go looking for it. Plus, it’s optional—so many people assume it doesn’t matter.

Others might assume it’s just for fluff or filler. And if you’re short on time, it’s easy to focus on more obvious areas like reviews or business hours.

But skipping the description is a mistake. Even small details, such as your description, add to the completeness of your profile—which can boost your visibility in Google Maps and local search results.

Why the Business Description Matters

The description gives you control over your first impression. When someone searches for a business like yours, your name, reviews, photos, and description pop up. Your description tells them what you do and why they should care.

It helps in several ways:

• It supports local SEO, when you include relevant keywords naturally.

• It creates clarity by explaining your core offerings.

• It builds trust and credibility by showing professionalism.

• It boosts engagement by making your listing more complete.
  
  

Search Engine Journal notes that Google rewards complete and accurate profiles with greater visibility, making sections like the description more impactful than many realize.

Google itself has stated that complete profiles are 2.7x more likely to be considered reputable and 7x more likely to get clicks than incomplete ones. 

How to Optimize Your Business Description

Now for the good stuff: how to make your business description count.

Here’s a simple formula to follow:

• Start with what you do and who you help.

• Add what makes you unique or valuable.

• Include location or service area.

• Mention key services or specialties.

• Write in a clear, friendly tone.

• Include relevant keywords, but make them flow naturally.
  
  

Keep it under 750 characters. That’s around 100 to 150 words. Here’s an example for a dog grooming business:

"At Happy Paws Grooming Studio, we provide gentle, professional grooming services for dogs of all sizes in the Austin, TX area. From full-service grooming to nail trims and deshedding treatments, we make sure every pup leaves looking and feeling their best. We specialize in nervous or first-time dogs and use only pet-safe, eco-friendly products."

It’s simple. Clear. Keyword-rich without sounding like a robot. And it helps the customer know exactly what they’re getting.

Real-World Example: Before & After

Let’s look at an example of a description that needs work:

"We are a small business in New York. We do hair. Call us."

That tells you almost nothing. Let’s revise it:

"Located in Brooklyn, NY, Gloss Hair Studio offers personalized haircuts, color services, and styling for all hair types. Our experienced stylists focus on healthy hair and helping clients feel confident and refreshed. We use cruelty-free, salon-quality products in a welcoming, relaxed environment."

Same space, but now it sounds trustworthy, clear, and professional.

Bonus Tip: What Not to Include

Google has guidelines for this section. Avoid:

• Links, phone numbers, or promotional offers.

• All caps or excessive punctuation (!!!).

• Irrelevant info or keyword stuffing.

• Repeating your business name unless it’s natural.
  
  

Keep it informative, helpful, and real. Think of your future customer reading this and wondering, “Do I want to work with this business?”

Your Next Step

Take five minutes today to log into your Google Business Profile. Click on the Info tab. Scroll to the “Business Description” section. Read what’s there. If it’s blank or rushed, give it the love it deserves.

Think about what makes your business worth discovering. Put it into words your ideal customer understands. And make sure it reflects the tone and personality you want your business to be known for.

You don’t need to be a writer. You just need to be clear.

Once you hit save, you’ve done something most businesses forget to do. And that one small update could mean more clicks, more calls, and more customers.

Because sometimes, the details really do make all the difference.