It is an erect, highly branched shrub with usually linear leaves and red to purple-red flowers and which occurs in all mainland states, including the Northern Territory but excluding Victoria.

Eremophila latrobei is usually an erect, many-branched shrub but sometimes straggly or spindly and which usually grows to a height of 0.5–4 m (2–10 ft).

The flowers are usually borne singly in leaf axils on a hairy, curved stalk, 5–11 mm (0.2–0.4 in) long.

There are 5 lance-shaped, green or purple sepals which have hairy edges and are mostly 10–19 mm (0.4–0.7 in) long but increase in size after flowering.

Flowering occurs mainly from March to October and is followed by fruits which are dry, woody, oval-shaped to conical, hairy, 6.5–8 mm (0.26–0.31 in) long and have a papery, sometimes sticky covering.