Wondering how to write a Google Business description that actually brings in leads? You’re not alone. Plenty of Australian businesses put something in just to fill the space, but that line of text can quietly do a lot of heavy lifting. The right words not only explain who we are and what we do, they give Google a reason to show our profile to customers who are ready to act.
If we’re already investing in strategies like answer engine optimisation, our description becomes part of the story we’re telling across all our digital channels. It lives alongside the website, service listings, and even the way we appear in voice and search results. Think of it as one of those small but impactful pieces many overlook but should not.
What Does a Great Google Business Description Need to Do?
A strong description makes instant sense to both people and search engines. It works without fluff and without confusing jargon. That means:
- Saying clearly what we offer in a way our customers would actually say it
- Using words they would type when searching for our services, but not trying to cram in too many
- Keeping the tone friendly and uncomplicated
This part of our profile does not need to sound clever. It needs to sound helpful. If someone reads it and still does not know what we do, it is time for a change.
How Can You Make Your Description Lead-Focused Instead of Generic?
Generic introductions feel flat. If our description sounds like it could apply to any competitor in the area, it will not help us stand out. Instead, we need to speak to what our customer truly needs.
Focus on:
- Clear benefits, like fast response, honest pricing, or local knowledge
- The problem we solve better than others
- What working with us feels like, whether that is hassle-free, personal, or experienced
Writing from the mindset of our ideal customer helps. What are they worried about? What do they want solved quickly? Lead-focused writing puts their goals first. When we answer their needs directly, people are more likely to choose our business over one that sounds generic or unhelpful. Try to visualise the questions our customer has and show how our business will address them, not just what services we provide.
What Are the Do’s and Don’ts for Writing a Google Business Description?
There are actual rules Google expects us to follow with this section. Keeping those in mind helps our profile look professional and more likely to show up in results.
Do:
- Use as much of the 750 characters as we can without rambling
- Be clear and consistent with how our business is described across our site and marketing
- Keep everything relevant to what we do or the services we offer
Don’t:
- Add emojis, phone numbers, or all caps
- Mention discounts, special offers, or other temporary promotions
- Copy and paste blocks of website content
Rewriting the description every few months is a good habit. If we have added new services or changed our focus, it should be reflected here. Consistency matters because the information in our Google Business description should match what people see everywhere else they could encounter our business online. When our description stays up-to-date, it helps build trust and credibility with both customers and search engines. Avoid overpromising or including details that might soon be outdated. Use our words to create a sense of reliability that makes people want to reach out to us.
How Does the Description Connect with Answer Engine Optimisation?
Search engines are shifting from links to answers. That is why answer engine optimisation is important now. Our Google Business description tells Google what kinds of questions we can help with.
It is part of how we show up when someone asks their phone for a nearby solution or types something like “best accountant near me.” Our description strengthens our role as the answer to those searches.
Here is how it helps:
- Clarifies to Google what problems we solve for local customers
- Supports voice search and mobile “near me” queries
- Coordinates with the services and keywords we have listed elsewhere
It is a small space but an important signal in local digital marketing. Everything connects, from our main website copy to how we fill out our Google Business description. Local customers who need quick answers rely on what shows up first, and that is often our Google profile summary. When we choose words that clearly answer “what problem do we solve, for whom, and where,” we make it easier for our business to appear in both traditional and voice-driven search results.
Can Updating Your Google Business Description Count as a Marketing Expense?
Yes, it can. According to the Australian Taxation Office, marketing costs, including digital efforts, are considered valid claims for tax deductions. That covers both the time and resources spent updating our Google Business Profile slot as part of broader search strategy work.
If we are already working with SEO content or paying for help with local visibility, updates to our listings fall under our optimiser’s role. That means:
- The work tied to writing or rewriting our profile is usually deductible
- Descriptions are part of our lead generation strategy, not just updates
- Careful tracking of marketing activities may help reduce our tax liability
Smart marketers review this well before the end of the financial year. Descriptions may seem minor, but they are part of a bigger tax-deductible story that supports our lead funnel throughout the year. If we track what we change and when, it’s simpler to support deduction claims at tax time. Working with experts in local SEO or content writing sharpens our messaging and ensures our investment counts for both growth and compliance.
FAQ: Common Questions About Google Business Descriptions
Q: How often should I change my Google Business description?
A: Twice a year is a good rule, or any time there is a big update to our services or brand positioning.
Q: Does my description affect Google rankings?
A: Not directly. It does not impact ranking scores, but it does help Google understand our business better, which can improve visibility overall.
Q: What if I am in a competitive industry or region?
A: Make our description specific. Talk about who we serve best and how we are different from other businesses offering similar services.
Q: Can I include promotions or emojis if they help catch attention?
A: No, Google does not allow sales language, emojis, or special character symbols in this section.
Get More from Your Google Profile Today
Our Google Business description is an ideal place to highlight exactly who we help, from Brisbane to anywhere in Australia, making clear why our services are the right fit. At Your Digital Solution, we have helped businesses across various industries refine their messaging to better align with their SEO and answer engine optimisation goals. Our expertise spans SEO copywriting and service-based marketing campaigns grounded in strategies that work for local businesses.
Thinking ahead to the end of the financial year is a good opportunity to make sure our digital marketing is delivering real results for our business. Refreshing our Google Business Profile description as part of a cohesive local strategy can boost visibility and may also count as a marketing expense in Australia. For those wanting to strengthen their position in local search and keep up with changing algorithms, our team at Your Digital Solution can guide you with strategies such as answer engine optimisation. Reach out today to see how we can help you attract the right customers while making smart marketing choices.