Electricians should write a Google Business Profile description that says what jobs they do, which towns they cover, how long they've been at it and why a customer should ring them, in under 750 characters. Links and HTML aren't allowed, and it shouldn't focus on prices or offers. Google hasn't confirmed the description as a ranking signal, but customers read it before they call. Electrician SEO Pro writes it for that customer: services, real towns, accreditations and one honest reason to pick you.
What is an electrician's Google Business Profile description?
An electrician's Google Business Profile description is the short block of text, up to 750 characters, that shows in the "From the business" section of the profile and tells customers what the business does. Google suggests covering what you offer, what makes you special, how long you've been in business and anything else customers would find helpful. Customers see it when they open your profile on Google Search or Maps. Electrician SEO Pro treats it as your pitch to a customer who's already looking at you.
Google's help page on editing your Business Profile sets out that list, plus the two hard limits: no more than 750 characters, and no URLs or HTML code.
Your reviews and photos say something about you. The description is where you say it yourself, and it isn't the place to waffle. Here's a real one. It's not terrible, but it names no towns and gives a customer no reason to pick them over the next listing:
Before we get into writing one, the question everyone asks: does it help you rank?
Is a Google Business Profile description a ranking signal for electricians?
No, Google has not confirmed the Google Business Profile description as a ranking signal for electricians. Its guide to local ranking asks for complete business information, which a filled-in description is part of, but it never names the description or says the words in it help a profile rank. It still matters, because it's what a customer reads when deciding whether to ring you or the electrician listed next. Electrician SEO Pro writes descriptions for that customer, and doesn't sell them as a way to climb the map.
Plenty of SEO advice calls the description prime real estate for local SEO. Google has never said that, so I won't tell you it's a ranking lever. Google's guide to improving local ranking is clear about what it does look at: relevance, distance and prominence, with complete business information and reviews named outright.
So why bother? Because once you're in the map results, the customer is choosing between you and a couple of others, and your description is where they find out:
- Do you do my job? EICR, rewire, new consumer unit.
- Do you come to me? Their town, by name.
- Can I trust you? Years on the tools, accreditations.
Answer those three and you stand out from every electrician who left the box blank.
Want to climb the map itself? Google does say reviews help, and I cover them in how electricians get more Google reviews.
So, written for customers. What goes in it?
What should an electrician include in a Google Business Profile description?
An electrician should include their main services, the towns they cover, how long they've been in business, their accreditations and a clear reason to choose them in a Google Business Profile description. That lines up with what Google suggests for the field: what you offer, what makes you special and how long you've been going. Electrician SEO Pro puts services first, then areas, then proof, because a customer skimming the profile wants to know straight away whether you do their job in their town.
Start with the basics.
Your main services. Just write what you do: rewires, EICRs, consumer unit upgrades, emergency call-outs, the lot. You can list them, but I'd weave them into sentences, like this:
Where you work. Don't just say "UK", a region like the North East, or even a city like Manchester. Name the towns and areas, even the names locals use for them. And definitely don't write "between X and Y" or "and surrounding areas".
Your experience. Something like "20 years in domestic and commercial work", or "15 years with a big firm, now running my own business". Keep it punchy. You haven't got the space for your life story, and that's what your website is for.
That's the basics. The next bit is what makes a customer pick you.
How can an electrician's Google Business Profile description stand out?
An electrician's Google Business Profile description stands out when it says something the electrician down the road can't: a real accreditation, a specific way you work, or genuine local roots. Words like reliable, affordable and professional are so common that they don't help a customer choose. Electrician SEO Pro's test is simple: if a competitor could paste the sentence into their own profile unchanged, rewrite it.
Four things that do the job:
A real USP. Your speed, your niche, your attention to detail, or the fact you turn up when you say you will (which is rarer than it should be).
Your accreditations. NICEIC Approved Contractor, Part P registered, TrustMark, City & Guilds, CHAS or SafeContractor, whichever you genuinely hold. It's one of the strongest trust signals you've got, and it beats a vague "experienced" every time. No need to list every course you've ever done.
A reason to call. Same-day quotes, always cleaning up after yourself, answering the phone yourself. What about "no call-out fee"? I'd treat a quick mention of how you charge as a fact about your business, not a sale. Just don't let prices become the point, because Google's rules say the description shouldn't focus on them.
Local roots. Lived here for years, went to school down the road, know every back street? Say it. People are sick of big faceless companies pretending to be local.
Then there's the bit everyone asks about: keywords.
Should electricians put keywords in their Google Business Profile description?
Yes, electricians should put keywords in their Google Business Profile description, as long as they're the plain words customers use, such as "electrician in Stockton-on-Tees", "EICR" or "rewire", and they read naturally. A customer skimming the profile is looking for their job and their town, so those words should be easy to spot. Google hasn't confirmed that description keywords help a profile rank, and stuffing them in reads badly. Electrician SEO Pro's rule is to mention each service and town once or twice, in sentences a person would actually say.
Good keywords for a description are just the jobs and places you'd say out loud anyway (made up):
- "Electrician in Stockton-on-Tees"
- "EICR certificates for landlords"
- "Rewires in Thornaby and Yarm"
If they fit what you do, work them in, like this:
Not sure which words your customers use? That's what keyword research for electricians is for.
What you don't do is this:
The one on the left says Manchester four times and "electrical" six. It's obvious, it's ugly, and a customer reading it learns nothing.
Stuffing is one way to spoil a description. There are a few more.
What should electricians leave out of a Google Business Profile description?
Electricians should leave links, web addresses and HTML out of a Google Business Profile description, along with anything that focuses on prices, promotions or sales, gimmicky characters, and anything irrelevant to the business, because Google's guidelines don't allow them. Electrician SEO Pro also cuts claims you can't back up, like "best electrician in the UK", towns you don't really cover and a pasted About page, because they put customers off even when they're allowed.
The rules are in Google's guidelines for representing your business: no links of any type, nothing focused on promotions, prices or sales, and no gimmicky characters or gibberish. Your website has its own field on the profile anyway.
Then there's my list:
- Fake claims. "Best electrician in the UK" or "cheapest around" makes you look desperate, and so many electricians say it that it won't help you stand out.
- Your About page, pasted in. Different place, different job. Keep the description short, sharp and about the customer. If people want the deep lore of your business, they'll find your website.
- Towns you don't serve. Padding it with 30 areas you don't really cover just confuses customers. If you sell to everyone, you sell to no one.
- Offers. Got a deal on? That's what a Google post is for. Posts are archived after six months unless they have a date range, and offers have their own dates.
Which leaves the opposite problem: saying too little.
How long should an electrician's Google Business Profile description be?
An electrician's Google Business Profile description can be up to 750 characters, spaces included, which is roughly 110 to 130 words, and Electrician SEO Pro's advice is to use most of it. That's enough room for your services, your towns, your experience, your accreditations and a reason to call, without padding. A one-line description wastes the space and tells a customer almost nothing. The profile editor counts the characters as you type, so you can see how much room is left.
Don't leave it blank, and don't stop at 50 of your 750 characters. Here's a real one that does just that:
Even a rough version is better than nothing. Get something decent up today and improve it as you go, when you add a service, pick up an accreditation or start covering a new town. You don't need to be Shakespeare.
In some regions Google will offer to write the description for you with AI. Fine as a starting point, but check every word is true, and sounds like you, before you save it.
So what does a full one look like?
What does a good Google Business Profile description look like for an electrician?
A good Google Business Profile description for an electrician opens with the main job and town, covers the core services, names the areas covered, backs it up with experience and accreditations, and ends with a reason to call, all inside 750 characters. It reads like the electrician talking to a customer, not a list of keywords. Electrician SEO Pro builds examples in that order because it answers a customer's questions in the order they ask them: do you do my job, do you come to me, and can I trust you?
Here's one (all made up) for an electrician based in Thornaby, at 660 characters:
Qualified electrician based in Thornaby, covering Stockton-on-Tees, Middlesbrough, Yarm, Ingleby Barwick and Billingham. I handle full and partial rewires, consumer unit upgrades, EICRs for landlords, fault finding and EV charger installs for homes and small businesses. I've been on the tools for 18 years, the last eight running my own business, and I'm NICEIC Approved and TrustMark registered. When you ring, you get me, not a call centre. I turn up when I say I will, explain the job in plain English before I start and leave your home as tidy as I found it. Need an electrician in Stockton or nearby? Give me a ring and I'll get back to you the same day.
Notice what's not in it: no link, no price, no "best in the North East", and every town is one the electrician actually covers.
And here's a longer one in the profile editor, using 742 of the 750 characters:
Copy the shape, not the words. If your description could belong to any electrician in the country, it isn't finished. Once it's live, track your Google Business Profile to see whether the calls follow.
Want a hand writing your electrician business description?
You can get a hand writing your electrician business description from Electrician SEO Pro, as part of a full local SEO service for your electrical business, or write it yourself in an evening with a draft, a character count and a cup of tea. Either way, the recipe stays the same: your jobs, your towns, your proof and one honest reason to call, in under 750 characters.
If you're doing it yourself, my Google Business Profile guide for electricians covers the rest of the profile, from categories to photos. If you'd rather spend your evenings pricing jobs, I'll write it for you, alongside the rest of your local SEO.
See how I can help, or crack on yourself.
Over to you.