If you run a local business, there’s a free tool that can bring you more calls, more visits and more enquiries than almost anything else you do online. It’s your Google Business Profile, the listing that appears on Google Maps and on the right-hand side of search results when someone looks you up.
Most businesses have one. Very few make the most of it. Here’s how to change that.
Why your Google Business Profile matters
When someone searches for “electrician near me” or “florist in Barnsley”, Google usually shows a map with three businesses underneath it before any normal search results. Being in that group puts you in front of people who are ready to buy right now.
Your profile is also often the first thing people see when they search for your business by name. Your opening hours, reviews, photos and phone number are all right there. If that information is out of date or thin, you can lose a customer before they ever reach your website.
1. Get the basics right
Start by checking that everything on your profile is accurate and complete:
- Your business name, exactly as it appears on your signage and website
- Your phone number, website address and opening hours, including holiday hours
- Your service area or address
- Your primary category, plus any secondary categories that genuinely apply
Choosing the right primary category is one of the most important settings on the whole profile, so take a moment to make sure it describes what you actually do.
2. Write a description that sounds like you
Use the description to explain what you do, who you help and where you work, in plain, friendly language. Mention your main services and the towns you cover, but write for people rather than for search engines. Keyword stuffing reads badly and won’t help you.
3. Add photos, and keep adding them
Profiles with good photos get more attention. Add your logo and a cover photo, then build up a gallery: your premises, your team, your work, your products. Real photos beat stock images every time, and adding a few new ones each month shows Google and customers that your business is active.
4. Ask for reviews, and reply to every one
Reviews are one of the biggest factors in whether people choose you, and they play a part in how visible you are. The simplest way to get more is to ask. Send happy customers a direct link to leave a review, straight after a job well done.
Then reply to every review, good or bad. A quick, genuine thank you shows you care. A calm, helpful response to a negative review can impress potential customers more than a perfect five stars.
5. Post updates regularly
You can publish posts directly to your profile: offers, news, events, new products or recent projects. They’re quick to create and help your listing look fresh and active. Once a week is a great rhythm, but even a couple of times a month makes a difference.
6. Answer the questions people are asking
Your profile has a questions and answers section where anyone can ask, or answer, a question about your business. Keep an eye on it so incorrect answers don’t sit there unchallenged, and make sure the questions you hear most often are answered clearly.
A little time, a big return
Your Google Business Profile won’t look after itself, but it doesn’t need hours either. Twenty minutes a week spent adding photos, posting an update and replying to reviews can make a real difference to how often local customers find you, and how often they choose you.
Want help getting found locally?
We set up, optimise and manage Google Business Profiles as part of our SEO and marketing services. If yours needs some attention, we’d be happy to take a look.