The description is the first thing a pet parent reads after your photos, and for most listings it is the only thing on the page written by the business. It answers the question every caller is really asking: is this the right groomer for my dog, and what will it be like?
This article covers where the description lives, how much room you have, a structure that works, and two examples you can adapt.
The quick answer
- Edit it on Profile in your dashboard, in the Description box. The limit is 1,000 characters, roughly 150 to 180 words, and a counter under the box shows what is left.
- Write four short parts: who you groom and where, what an appointment is like, what to expect, how to book.
- First sentence: the service, the area and mobile or salon. It doubles as your search snippet.
- Plain sentences, no capitals for emphasis, no phone numbers or web addresses. Those are already on your listing.
Where it lives and where it shows
Open Profile and find Description under Business Info. It is a plain text box; line breaks are kept but there is no bold or bullet formatting. Save with the button at the bottom of the page, and the public listing updates within a couple of minutes.
The description appears on your listing page under a heading of its own. The first 155 characters also become the snippet search engines show under your listing's name, so the opening sentence carries more weight than anything else you write.
Two related fields sit near it:
- Tagline (120 characters) shows as one line under your name at the top of the page. It is available on TGS Verified listings.
- Services have their own page with names and prices. Keep prices out of the description so you only have to update them in one place.
A structure that works
You have four things to say. One or two sentences each is enough.
1. Who you groom and where. Service, area, mobile or salon, and any specialty. This is the sentence the snippet shows, so make it complete on its own: "Mobile dog grooming for Plano, Frisco and Allen, from a fully equipped van that parks in your driveway."
2. What an appointment is like. How long it takes, whether the dog is one-on-one with you, whether you do cats, small dogs only, large breeds, doodles, seniors. The specifics let the reader recognize their own dog.
3. What to expect. The things people worry about: cage-free, no sedation, how you handle nervous or older dogs, whether the owner can stay, what you do if a dog is matted. Say it plainly.
4. How to book. Text, call, online link, and how far out you usually are. If you are booked three weeks ahead, say so; it saves both of you a call.
Write in one voice throughout. "I" if it is just you, "we" if it is a team. Switching between them reads like two people wrote it.
Two examples
Both are under 1,000 characters. Change the details, keep the shape.
Mobile groomer (Sir Fluffington's Mobile Spa & Tea Room)
Mobile dog grooming for Duckburg, Fowlbridge and Wagstaff, from a fully equipped van that parks in your driveway. I groom one dog at a time, start to finish, so there is no waiting in a kennel and no other dogs in the van. Most appointments take 60 to 90 minutes.
I work with all sizes up to about 90 pounds and see a lot of doodles, shih tzus and senior dogs who do better without the car ride. Everything is cage-free and sedation-free. If your dog is nervous, I take breaks; if the coat is matted, I will tell you before I clip and never shave without asking.
Text is the quickest way to book. I am usually two weeks out and keep a few spots for regulars on a six-week rotation.
Salon (Bathtime Bandits)
Full-service dog and cat grooming in downtown Fowlbridge, two blocks from the library, since 2014. We are a three-groomer salon with a separate quiet room for cats and small dogs.
Every dog gets a bath, blow-dry, nail trim, ear cleaning and the cut you ask for; drop-off appointments run three to four hours and you can pick up as soon as we text. We do not use drying cages. Older dogs and dogs who have had a bad experience elsewhere get the first appointment of the day, when the salon is quietest.
Book online or call. We are usually booked a week ahead, with same-week openings on Tuesdays and Wednesdays.
What to leave out
- Capitals, exclamation marks and emoji. "AWARD WINNING!!!" reads as shouting on a phone screen.
- Phone numbers, email addresses and web links. They are already on your listing as tap-to-call buttons; in the description they are just text.
- Prices. They belong on Services, where they are formatted and easy to update.
- Claims you cannot show. "Best in the county" convinces no one. "Fourteen years grooming doodles" does.
- Lists of keywords. "Dog grooming, pet grooming, mobile grooming, groomer near me" does nothing for search here and makes the listing look automated.
- Your life story. One sentence of background is warm; three paragraphs pushes the booking information off the screen.
Checklist
- First sentence names the service, the area and mobile or salon
- Says which dogs (and cats) you groom, and any you do not
- One sentence on cage-free, sedation-free, nervous or senior dogs
- Says how to book and how far out you usually are
- One voice throughout, "I" or "we"
- No phone numbers, links, prices or capitals for emphasis
- Under 1,000 characters, saved, and checked on the public listing
Frequently asked questions
Can I paste the description from my Google Business Profile or website?
Yes, if it follows the shape above. Most website copy is written for a homepage and opens with a welcome line; cut straight to the first sentence about service and area, and trim to fit the 1,000-character limit.
Does the description affect where I appear in search results?
No. Search results on GroomLocator are ordered by how well the name matches what was typed, then by badge, then by distance, never by words in the description. It affects whether someone who finds you decides to call, and the first 155 characters are what search engines show under your name.
Can I use line breaks or bullet points?
Line breaks, yes; a blank line between the four parts makes it easier to read on a phone. Bullets, bold and links are not formatted, so write in sentences.
What if I groom from home?
Say so in the first sentence, along with the neighborhood, and mention what pickup and drop-off look like. Home-based groomers do well when they are specific about the space: "a dedicated grooming room off the garage, one dog at a time."
Screens and limits in this article match the dashboard as of September 21, 2026. If something looks different, let us know and we will fix the article.