Linda Buquet

Local Search Expert
Jun 28, 2012
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<img src="" alt="" title="Wife-hot-billboard" width="300" height="200" class="alignnone size-medium wp-image-6189" />

Image credit: <a href="">Care Heating & Cooling</a>

Inspire your Google+ Local descriptions with clever copywriting
and make your clients stand out from the competition!

Inspiration is everywhere! :)

Who would think ad copy for a heating and air conditioning company could be clever, attention-getting, catchy and even sexy? (This headline got YOUR attention, right?)

However the billboard above was 'borrowed' from a copyrighted idea created by Frymire Services A heating and AC company in Dallas. Click their link to check out their home page for the ORIGINAL! Now that's the most unique and attention getting Heating/AC home page I've ever seen!

OK so back to Google+ Local.

Most G+ Local descriptions are B O R I N G keyword filled drivel!

For example, Frymire's Google+ Local description got a little creative copywriting makeover.

3 years ago it was the standard boring fare...

"As one of the largest HVAC, mechanical contractor and service company in Dallas and Fort Worth, we've been doing air conditioning, heating, plumbing and refrigeration, since 1950.”

Not they've perked it up a bit with a unique attention grabber. (If you live in Dallas you'd appreciate.)

"We started when most residents of the Metroplex had hooves. Since 1950, Frymire has been solving all types of mechanical service needs for companies and homeowners alike..."

So think about ways to kick those Google business descriptions into life!

SERIOUSLY if you can find a way to make copy sizzle for a Heating and Air Conditioning client, you can make ANY type of client stand out.


1. PRETEND YOU ARE THE CUSTOMER - If you were personally searching for XYZ service, what would make a business stand out to you?

For a Dentist, think about words like: Gentle, caring, beautiful. Or a slogan like "we'll make your whole family smile". For a plumber, instead of a long list of services, think about emphasizing things like guaranteed on-time service, or family owned serving local area for 20 years.

2. Think about psychological triggers.They say people make decisions emotionally - NOT logically. It's true with buying decisions AND even true when making a decision about which service provider you are going to click through or call during a Google search. :)

Relate to the potential new client's state of mind. I also like to start my descriptions off with a question.

So right off top of my head, a good example for a Personal Injury Attorney might be:
"Facing the most painful time in your life? We'll fight for you!"
Followed by more descriptive service text.

3. Competitive Research - Search Google Maps or an industry directory for your client's main keyword, but do your search in a city that would likely have clients with big creative agencies working for them. Search Beverly Hills or New York for example. Note all the catchy phrases, slogans, ad copy that catches your eye. Then don't copy anything, but use for inspiration and come up with something even better!

4. Don't keyword stuff a long series of services. Most SMB descriptions are like that. "We offer blah, blah, blah, blah, blah." Well if a consumer is searching for a business that does "blah" they likely know you do "blah, blah, blah, blah" as well! ;) (Plus I've seen many cases where KW stuffing description caused a ranking penalty.)

Below are some other clever, funny billboard ads from Frymire.
NOT TO COPY - just to stimulate your creativity.

"Your Husband is a Drip.
Get your leak fixed. Call a plumber."

"You’re Sizzling in Bed
Better Get the A/C Fixed"

"He Gives you Chills.
Or Maybe the Heater is Broken?"

NOT suggesting you use anything like the above in Places descriptions, although some would make for catchy blog titles. Just thought they were examples of funny and out of the box SMB ad copy. Again, just trying to get your creative juices flowing.

NOTE: "Your Wife is Hot, Better Get the A/C Fixed" billboard is an original creation and it is protected intellectual property by service mark by Frymire Services, Inc.

See all the billboards above at <a href="">Your Wife is Hot</a> a blog by Frymire Services.

FYI If this post looks familiar, it's an updated post from one I did here back in 2012.
Since I see so many boring, keyword stuffed or just outright bad descriptions out there, I felt like it was time to dust this one off and give it a refresh. Many of you are new here so didn't see this 3 years ago, so hope you enjoy reading it as much as I enjoyed writing it! :)

What do you think? Stimulate any ideas? Weigh in below.
<meta property="og:type" content="article"><meta property="og:title" content=""><meta property="og:description" content="">
<meta property="og:image" content="">
Jul 10, 2013
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Seen this floating around :)



Nathan Thomas

Mar 12, 2015
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Seen this floating around :)


THAT is Sofa King AWESOME!

Excellent post Linda. Copywriting is definitely important but often overlooked. It's an area I often forget about and just kind of get stuck in day to day activities just trying to "get things done".

Linda Buquet

Local Search Expert
Jun 28, 2012
Reaction score
LOL Jim! I'm totally ROFLMFAO over that one! Thanks for the chuckle! :D
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