If you run a local business, you already know how frustrating it is when potential customers search for your services online — only to end up calling your competitor down the road.
One of the most important tools for helping local customers find your business is also free: your Google Business Profile (GBP).
When people search for services “near me” or include a specific town or area in their search, Google may show a map with a small selection of local businesses, often referred to as the Local Map Pack. Appearing prominently in these results can put your business in front of people who are actively looking for the services you provide. When paired with a well-built website, your profile gives Google the trust and signals it needs to push your business to the top.
The good news is that you don’t need a huge advertising budget to improve your local online presence. Here are some practical ways to get more from your Google Business Profile.
1. Nail the Basics (Because Accuracy Matters)
Google needs accurate information about your business to understand what you do and where you operate. Start with these essential checks:
- Choose the most relevant primary category: Your primary category should accurately describe what your business does. Choose the closest and most specific category available, then add relevant secondary categories where appropriate.
- Define your service areas clearly: If you visit customers rather than having them come to a shop or office, make sure your service area settings accurately reflect where you operate. Include the towns, suburbs or regions you genuinely service.
- Keep your business name consistent: Use your official business name across your Google Business Profile, website and other online listings. Resist the temptation to add extra keywords, such as “Joe’s Plumbing – Best Plumber in Town”. Keyword-stuffed business names can go against Google’s guidelines and may put your profile at risk.
It’s also worth checking your phone number, website address, opening hours and other important details regularly. Even small inconsistencies can make it harder for customers to know which information to trust.
2. Spell Out Your Services
Don’t assume Google — or your potential customers — know everything you offer.
Use the Services section of your Google Business Profile to provide a clear, useful list of the services you actually provide. If you run an accounting firm, for example, don’t just list “Accounting”. Add individual services such as Tax Returns, Payroll Management and Xero Setup.
A well-written Services section gives potential customers a clearer picture of what you offer and provides Google with additional information about your business.
Just remember that the aim isn’t to fill the profile with every keyword you can think of. Keep your service descriptions natural, accurate and genuinely useful.
3. Show Off Real Work with Authentic Photos
Good photos can make a big difference to how potential customers perceive your business.
Stock images don’t show people what your business is actually like. Whenever possible, use genuine photos that demonstrate your team, your work and the way you operate.
- Upload clear, high-quality images: Add photos of your team on-site, completed projects, branded vehicles, your premises, equipment or other aspects of your business that customers would find useful.
- Keep images looking professional: Photos don’t need to be professionally taken, but they should be clear, well-lit and relevant. Avoid relying solely on low-quality or outdated images.
- Keep adding fresh photos: There’s no need to turn your Google Business Profile into a full-time social media feed. Simply adding genuine photos from recent jobs or projects from time to time helps keep your profile looking current and gives potential customers a better idea of what you do.
For many local businesses, photos of actual work can be far more convincing than a polished advertising image.
4. Turn Happy Customers into Genuine Reviews
Reviews are important for local businesses because they help potential customers decide whether they can trust you — and Google’s local results also take review-related signals into account.
The best approach is simple: make it easy for genuinely satisfied customers to leave a review.
- Ask consistently: After completing a job, send a polite follow-up text or email asking the customer to leave a review, ideally with a direct link to your Google review form.
- Make it easy: The fewer steps involved, the more likely customers are to leave a review. A direct review link is much better than simply telling someone to “find us on Google”.
- Reply to reviews: Take the time to respond to both positive and negative reviews. A genuine response shows that you’re paying attention and care about your customers.
- Keep responses natural: If a customer’s review mentions a particular service or location, it’s perfectly natural to refer to it in your response. For example: “Thanks for the feedback, Mark! We loved helping you with the full home rewire in Matamata.” The goal is to have a genuine conversation with your customer — not to stuff keywords into your responses.
Never buy reviews, offer incentives for positive reviews or ask someone to write a review if they haven’t actually used your business. Genuine customer experiences are what make reviews valuable.
5. Keep Your Profile Up to Date
Your Google Business Profile shouldn’t be something you set up once and then forget about.
Rather than treating it like another social media account that needs constant posting, concentrate on keeping the information customers rely on accurate and current.
Check things such as:
- Opening hours: Make sure your normal and holiday hours are correct.
- Services: Add new services and remove anything you no longer provide.
- Business information: Check your phone number, website and other details.
- Photos: Add genuine photos of your business and recent work from time to time.
- Reviews: Respond to new customer reviews.
- Business details and attributes: Keep these up to date as your business changes.
If your business changes its hours, services, location or other important details, update your profile rather than leaving old information for customers to discover.
How Your Profile and Website Work Together
Think of your Google Business Profile and your website as a tag team.
Your profile is often the digital storefront—it grabs attention on Google Maps, displays your star rating, and gives searchers a quick way to call or click through. Your website is the home base, providing the full story, detailed service pages, and deep credibility.
Google’s algorithm doesn’t look at these two tools in isolation; it constantly cross-checks them to build confidence in your business:
- Reinforcing Your Location and Services: When your Google Business Profile lists services and service areas that match dedicated pages on your website, Google gains higher confidence that you genuinely operate in those regions.
- Building Prominence & Authority: Signals from your website—such as site speed, mobile-friendliness, and clear content—feed back into how Google assesses your overall business prominence. A strong website helps elevate your profile into the top three Map Pack spots.
- Creating a Frictionless Journey: A potential client might find you on Google Maps, click through to your website to check out past work or read client testimonials, and then make contact. If both platforms send the same clear, professional message, converting searchers into paying clients becomes much easier.
The Bottom Line
You don’t need to overhaul your entire digital marketing strategy overnight.
Start by making sure your Google Business Profile is accurate, complete and genuinely useful to potential customers. Add real photos, keep your services up to date and make it easy for happy customers to leave genuine reviews.
And remember, your Google Business Profile is only one part of your local online presence. Your website, business information, reviews and other online signals all work together to help people find and trust your business.
Need Help Improving Your Local Online Presence?
At ezyWebsites, we help small businesses with professional websites, local SEO, hosting and ongoing website support. If your Google Business Profile and website aren’t working together as well as they could, get in touch and we’ll be happy to help.