Free contractor marketing tool
The Google Business Profile description that gets the call
Most contractors do one of two things with this field: leave it blank, or paste in the “About Us” paragraph from their website. Both waste it. The description is the few sentences a homeowner actually reads when your listing is sitting between two competitors in the map pack — and it's the one part of your profile you fully control. This free Google Business Profile description generator writes it the way it should be written: city and service first, real proof in the middle, one clear ask at the end, under Google's 750-character cap.
Profile description editor
Build the source draft
Use only verified business facts. The preview counts the returned characters locally.
Working artifact
Business Profile preview
Your company name
Contractor · Service area
From the business
Your verified company description will appear here. Keep the most useful customer information first and confirm the final text stays within 750 characters.
Generated output is a draft. An authorized human must verify every fact, boundary, and next step before use.
Free to use. Review every claim, verify the final text is within 750 characters, and paste only the approved description into the “From the business” field in your Google Business Profile.
Give it your city, your main services, your years in, and what actually sets you apart, and it drafts one paste-ready description for human review. Verify the final character count before publishing. One thing to get straight first, because most “local SEO” advice botches it: Google's own guidelines say to describe what makes the business unique — not to stuff keywords. Do not treat this field as a primary ranking lever; use it to explain the business accurately and help a customer decide whether to call.
Created by Tim Nussbeck — founder of GhostRep, 20+ years in home improvement sales and operations, 1,000+ reps trained.
Use it for clarity, not as a ranking shortcut
Google's local-ranking guidance describes relevance, distance, and prominence as the main factors and says complete, detailed business information can help relevance. It does not document a city-density formula for this field. Write an accurate description for the customer; repeating “Dallas roofing” does not turn it into a ranking hack.
The useful job is simpler: tell a profile visitor what the company does, where it works, and what verifiable facts make it different. For the broader profile work — categories, complete information, reviews, photos, and local visibility — use the Google Maps ranking guide. This tool owns only the short business-description field.
A 750-character description, mapped out
Four useful jobs, in order: service and location context, verifiable proof, the services that matter most, and one clear next step. Google documents a 750-character maximum. Display length varies by surface and device, so lead with the most useful customer information without treating an unofficial 250-character cutoff as a universal rule.
Lead with what you do, not who you are
Your company name is already in bold at the top of the listing. Burning your first sentence on “Apex Roofing is a family-owned company committed to quality” tells the homeowner nothing and buries the one line that explains the business. Nobody learns much from “we pride ourselves on service.” Open with the work and an accurate location reference when location helps the customer understand the service area.
Generic opener
“Apex Roofing is a family-owned company committed to quality and customer satisfaction.”
Leads with service + location
“Frisco roofing company specializing in storm-damage restoration and full replacements since 2011.”
Generic opener
“We are a trusted, highly rated contractor serving the local area with pride.”
Leads with service + location
“GAF Master Elite roofer with 1,200+ replacements across the north Dallas suburbs.”
How to spend the 750 characters
Treat it like a budget, not a blank box. A practical draft can reserve space for the opening, proof, services, and one next step, but those are writing choices rather than Google requirements. A description does not need to reach 749 characters. Say what is accurate, verify every credential and number, and stop.
This is an editing aid, not a Google-required allocation. Use fewer characters when the accurate description is complete.
This is your Google listing, not a service-area page
Contractors mix these two up constantly, then wonder why the copy flops. They're different assets with different rules — don't paste one into the other:
GBP description (this tool)
- One field on your Google/Maps listing
- Maximum 750 characters
- First-person plural or third person can work
- Job: accurately summarize the business
Service area page
- A page on your own website, one per city
- 350–450 words with headings and CTAs
- Links and a phone number belong there
- Job: rank for “[city] roof replacement”
Build both for the same market — just don't paste one into the other. For the website version, use the service area page copy generator.
What Google's description rules tell you to leave out
Google's Business Profile guidelines prohibit URLs or HTML and content focused on promotions, prices, or sales. Avoid distracting or gimmicky formatting, and verify every claim. Keep the phone number in the profile's dedicated phone field because that is the clearer customer experience — not because this page should invent an undocumented ban.
Frequently asked questions
What should a contractor put in a Google Business Profile description?
Use an accurate summary of what the business offers, where it works, what makes it different, and any credentials or history the company can verify. Write naturally in first-person plural or third person, include location only where it helps a customer understand the business, and stay within Google’s documented 750-character limit.
How is this different from a service area page?
Different field, different job. The GBP description is one short field on the Business Profile and has a documented 750-character limit. A service-area page lives on your own website and can explain one market and service in depth. The description summarizes the business for profile visitors; the service-area page owns website search intent. Do not paste one into the other.
Does the Google Business Profile description help me rank?
Do not treat the description as a primary ranking lever. Google documents relevance, distance, and prominence as the main local-ranking factors and says complete, detailed business information can help relevance. Use the description to explain the business accurately and help customers choose; use the Google Maps ranking guide for the broader profile and local-search work.
Why is the 750-character limit such a big deal?
Google documents a hard maximum of 750 characters. The amount shown before expansion varies by device and surface, so lead with the most useful customer information without presenting an unofficial display cutoff as a universal rule. The description does not need to fill every available character.
What can’t I put in the description?
Google’s description guidance prohibits URLs or HTML and content focused on promotions, prices, or sales. It also warns against low-quality, distracting, or gimmicky content. Keep claims accurate and verifiable. A phone number is better maintained in the profile’s dedicated phone field, but do not describe it as a categorical description-specific ban unless Google documents one.
How often should I update it?
Review it when services, service area, business history, credentials, or positioning materially change. Google does not document a quarterly rewrite as a ranking factor. Accuracy is the reason to update the description, not artificial freshness.