Setting up a Google Business Profile (formerly Google My Business) takes about 10 minutes. And this is the moment when 80% of entrepreneurs end their adventure with this tool. They enter the name, address, phone number and wait for an avalanche of clients, which… doesn’t arrive.
Why? Because nowadays just “being on the map” is not enough. Your profile must be complete, attractive, and regularly updated. See how to fill out the key sections of your business listing to actually support your sales.
1. Choose the right categories
Choosing categories is the most important signal for the algorithm, deciding which queries you will appear for.
– Primary category: This carries the most weight. Be as specific as possible. Instead of a generic “Construction company”, choose “Roofing contractor” if that’s your specialty.
– Additional categories: You can add up to 9 additional categories. If you’re a lawyer who also deals with divorces and inheritances, add these categories (e.g. “Family law attorney”). However, don’t choose categories that are only loosely related to your business – Google doesn’t like that.
2. Complete your business description using the language of benefits
You have 750 characters at your disposal to describe your business. Most companies write dry facts or slogans like “we are the leader” here. Use this space better!
– The first 250 characters are the most important, as they display without clicking “read more”.
– Write briefly who you are, who you help, and why people should trust you.
– Naturally weave in 2-3 of the most important keywords (e.g. names of services and city).
3. Add services (and create a mini-offer out of them)
The “Services” section is a great place to show the client exactly what you do, without forcing them to go to your website.
Many entrepreneurs simply enter the names of services (e.g. “Accounting”, “Audit”). You do it better:
– Click on the added service and fill in its Description.
– Add pricing information (e.g. price from…) – this builds trust and filters out clients who are looking for the cheapest, unrealistic offers.
4. Flood your profile with high-quality photos
People buy with their eyes. Before a client dials your number, they want to see who they are dealing with. Profiles with photos receive on average 42% more requests for driving directions and 35% more clicks to the website.
– Cover photo and Logo: This is the foundation of image building.
– Photos of the team/from the outside: Show the human face of the company and help clients locate you (a photo of the building from the street).
– Projects: For industries such as hairdressing, construction, or car mechanics, “before and after” photos are the most effective form of selling.
5. Be active: Posts and Updates
A Google profile is not a monument – it’s a living organism. Google has a “Posts” feature that works similarly to Facebook posts, but has the advantage of being displayed to people actively looking for your services!
What is worth publishing there?
– Information about current promotions (e.g. changing tires before the winter season).
– New additions to the offer.
– Links to the latest posts on the company blog.
– Important operational information (e.g. “We are open this long weekend”).
Summary
Optimizing a Google Business Profile is work that yields the highest possible return on investment (ROI) in local marketing, because the tool itself is 100% free. Take an hour today, update your descriptions, add 5 new photos from recent projects, and post your first promotional update. The algorithm will certainly notice it.