How should an estate agent write their Google Business Profile description?
Write a clear, natural description that leads with your town and core services and matches what your website’s About page says. Consistency is the point: when your description, services and website all tell the same story, Google is confident about what you are. A description that emphasises a different service from the rest of your profile creates a relevance mismatch.
Alignment beats keywords
The description isn’t a place to stuff keywords, it’s a place to reinforce, in plain English, the same identity your website and services convey. Lead with your location and main services, keep it genuine, and make sure it agrees with everything else.
- Lead with your town and core services.
- Match the tone and facts of your website’s About page.
- Use your full character allowance; don’t leave it near-empty.
- Avoid keyword stuffing, write for a person.
Frequently asked questions
How long should my Google description be?
Use most of the 750-character allowance with genuine, relevant content. A near-empty description is a missed opportunity; a stuffed one reads badly and adds no value.
Should the description match my website?
Yes. Alignment between your description, services and website is exactly what builds Google’s confidence in your relevance.
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