It is a shrub with one highly branched main stem, egg-shaped to almost round leaves and spike-like groups of bright red flowers with greenish-cream centres.

The petals are cream-coloured to pink when they open but become bright red, 6–10 mm (0.2–0.4 in) long, with a feathery edge and 2 ear-shaped appendages at their base.

[2]Verticordia etheliana was first formally described by Charles Gardner in 1942 and the description was published in the Journal of the Royal Society of Western Australia from specimens collected between "Yaringa" station and Northampton by William Blackall.

[2] When Alex George reviewed the genus Verticordia in 1991, he described two varieties of this species:[3] George placed this species in subgenus Eperephes, section Pennuligera along with V. comosa, V. lepidophylla, V. chrysostachys, V. dichroma, V. x eurardyensis, V. muelleriana, V. argentea, V. aereiflora, V. fragrans, V. venusta, V. forrestii, V. serotina, V. oculata, V. albida and V.

[3] This verticordia grows in sandy, gravelly or loamy soil, in heath or shrubland between the Billabong Roadhouse and the Kalbarri National Park and as far east as near Mullewa in the Avon Wheatbelt, Geraldton Sandplains and Yalgoo biogeographic regions.