Writing a Profile Description That Converts

Your business description is your best chance to make a case for why a homeowner should call you instead of the competitor below you in the results. Most providers underuse this space. Here's how to write one that works.

Start with What You Do and Where

The first sentence should tell the homeowner exactly what you do and where. "Licensed plumber serving Salt Lake City and surrounding areas" is a clear, grounding opener. Homeowners scan quickly — give them the essentials immediately.

Address Their Real Concern

Homeowners hiring service providers have two main concerns: is this person legitimate, and will they show up and do the job well? Your description should address both. Mention how long you've been in business, whether you're licensed and insured, and what you specialize in. "Family-owned business with 12 years of experience in the Salt Lake Valley" does this in one sentence.

Avoid Clichés

Phrases like "quality work," "best in the business," and "customer satisfaction guaranteed" are noise. Everyone says them and no homeowner is influenced by them. Instead, be specific: "We specialize in older homes with outdated plumbing — if you have a 1960s house with galvanized pipes, we know what we're looking at."

Include Your Cities

Homeowners often search by city. Naturally including the cities you serve in your description — "serving Salt Lake City, Draper, Sandy, and Murray" — helps your listing appear in more relevant searches.

End with a Call to Action

The last sentence of your description can be an invitation: "Call or text for a free estimate — we typically respond within two hours." This removes uncertainty and tells the homeowner exactly what to expect.

Length

Two to four sentences is enough for most providers. The description field allows up to 500 characters. Don't pad it — a tight, specific description outperforms a long, vague one.