Attract (a lot) More Visitors to Your Google Business Profile
Your Google Business Profile (GBP) is a powerful, free tool that can help small businesses boost visibility and attract local customers. By optimizing your profile, you can improve local SEO, appear in the "Local Pack", and drive actions like calls, visits, and reviews. Here's how to get started:
Complete Your Profile: Fill out all details (name, address, phone, hours, services) and ensure consistency across platforms.
Choose Accurate Categories: Select a primary category that reflects your main service and add secondary ones for additional offerings.
Add Photos & Videos: Upload high-quality visuals of your business, products, and team to engage visitors.
Encourage Reviews: Request reviews from customers and respond to all feedback promptly.
Post Updates & Offers: Use Google Posts to share promotions, events, and news with clear calls to action.
Track Performance: Monitor metrics like searches, clicks, and actions in your GBP dashboard to refine your strategy.
Key Tip: Keep your profile updated monthly to stay relevant and competitive. A well-maintained GBP can turn search visibility into real customer actions.
Step 1: Complete Your Profile Setup
A fully completed profile can greatly improve your visibility in search results. Think of it as your online storefront - leaving sections blank is like leaving your store windows empty. Every detail you fill out increases your chances of connecting with potential customers.
Fill Out All Profile Information
Start by ensuring your business name matches exactly across your storefront, website, and any other platforms. For phone numbers, use your primary line, such as (555) 123-4567, and assign unique numbers for each location if you have more than one. Your website link should direct users to your homepage or a specific landing page for their location.
Set your hours of operation for each day and include special hours for holidays to avoid disappointing customers. Nobody likes showing up to a locked door! Be specific about the services you offer - whether it's emergency repairs or drain cleaning - because each service increases your chances of appearing in relevant searches.
You can also add attributes to highlight special features like "wheelchair accessible", "outdoor seating", "free Wi-Fi", or "good for kids." These details help Google match your business to customer needs more effectively.
Once all your information is complete, carefully select categories that describe your core services.
Pick the Right Categories
Your primary category is crucial because it determines which features Google unlocks for your profile. For instance, restaurants can upload menus and enable online ordering, while service-based businesses can activate booking buttons. Hotels can display room rates and availability.
Choose a primary category that best represents your main focus. For example, if your business offers both auto repair and car sales, pick the one that generates the most revenue or inquiries. Secondary categories let you highlight additional services without taking attention away from your primary one.
Google offers hundreds of category options, ranging from broad terms like "restaurant" to highly specific ones like "Thai restaurant" or "vegetarian restaurant." The more specific your category, the better it aligns with customer searches. Some categories also unlock unique features: "beauty salon" allows appointment bookings, "hotel" provides rate comparison tools, and "restaurant" enables menu uploads and delivery options. Research which features matter most to your business and choose accordingly.
Keep NAP Information Consistent
NAP stands for Name, Address, and Phone number, and it’s critical to keep this information consistent everywhere your business appears online. Google sees inconsistent NAP details as a trust issue, which can negatively impact your local search ranking.
Your business name should appear exactly the same across your website, social media, directories, and your Google Business Profile. For example, don’t use "Smith's Auto Repair" on Google and "Smith Auto Repair" on your website. Even small differences in punctuation or abbreviations can confuse Google’s algorithms.
The same rule applies to your address. If your profile lists "123 Main Street", don’t use "123 Main St." elsewhere. Pick one format and stick to it, including suite numbers if applicable. For phone numbers, use the same format - like (555) 123-4567 - everywhere your business is listed.
It’s also worth checking major directories like Yelp, Yellow Pages, and industry-specific platforms for outdated or incorrect information. Many businesses find old details from previous owners or past campaigns. Fixing these inconsistencies can significantly improve your local search performance in just a few weeks.
Step 2: Add Details That Get Attention
Once your profile setup is complete, it’s time to make it stand out. Adding visually appealing and interactive elements can grab attention and keep potential customers interested.
Upload Photos and Videos
Photos are one of the most effective ways to draw visitors to your Google Business Profile. Start with a high-quality cover photo that highlights your storefront, your top product, or even your team in action. Make sure your logo is clear and recognizable, even when displayed as a small thumbnail.
Showcase both the interior and exterior of your business to give customers a sense of what to expect. For example, restaurants can feature dining areas and signature dishes, while retail stores might highlight their layout and best-selling products. Including team photos - like headshots of key staff or group shots from company events - adds a personal touch and builds trust.
Don’t forget videos! Short clips can showcase your team, provide customer testimonials, or give a quick tour of your facilities. Aim for landscape orientation for a better viewing experience.
Keep your profile fresh by regularly updating photos and videos. This not only keeps your page engaging but also signals to customers that your business is active and well-maintained.
Next, focus on listing your products and services to make your profile even more engaging.
Add Products and Services
The Products and Services section turns your Google Business Profile into a mini-catalog that appears right in search results. When people search for specific items or services, your offerings can stand out.
For products, include high-quality images, detailed descriptions, and clear pricing in US dollars. For instance, a hardware store might highlight a cordless drill with specs and price details. Each product should have its own image and a description that incorporates relevant keywords.
For services, focus on what you do rather than what you sell. A landscaping company, for example, might list services like lawn mowing or tree trimming, along with pricing ranges or minimum service requirements.
Use specific, descriptive titles to make your listings searchable. Instead of a generic title like "Haircut", go with something more detailed, like "Men's Haircut and Styling" or "Women's Cut and Blow Dry." Be sure to answer common questions in your descriptions - mention what’s included, how long the service takes, and any special features.
Regularly update your product and service listings, especially if seasonal changes affect your offerings. Keeping this section accurate ensures your profile stays relevant.
Enable Interactive Features
Interactive features can make it easier for customers to engage with your business directly from your profile, reducing the steps between interest and action.
Messaging: Let customers send questions, check availability, or request quotes directly through your profile. Messages go to your Google My Business app, so you can respond quickly during business hours.
Booking Buttons: Perfect for appointment-based businesses like salons or medical practices. Connect your scheduling system or use Google’s built-in booking tool to let customers view time slots and book appointments without calling.
Questions & Answers: This feature allows customers to ask public questions. By responding with helpful, detailed answers, you not only assist the person asking but also future customers. For instance, if someone asks about parking, you might explain that complimentary parking is available behind your building.
Call Buttons: Enable a call button so mobile users can reach you instantly. Monitor calls actively to ensure no inquiries go unanswered.
Website Buttons: Instead of sending visitors to your homepage, link them to specific landing pages that match their interests, such as a service or product page. This improves their experience and increases the chances of conversion.
Review Prompts: Encourage satisfied customers to leave reviews by enabling review prompts. You can follow up with a message after an appointment or purchase to make it easy for happy customers to share their feedback.
Step 3: Post Content That Gets Customers to Act
Now that your profile is polished and ready, it’s time to grab attention with engaging posts. Google Posts are a direct way to connect with potential customers. These posts show up prominently on your profile, making it easy for people to take action with just a quick tap or click.
Post Google Updates Regularly
Consistency is key when it comes to posting updates. Stick to US date formats (e.g., Aug 12, 2025) and always include clear timeframes for promotions, like "Valid through Sep 15, 2025." This keeps your content fresh and relevant.
Start with a headline that hooks your audience. Instead of something generic like "New Hours", go for a title that sparks interest, such as "Weekend Hours Extended – Open Until 9:00 PM on Saturdays." The headline is your chance to grab attention right away.
Don’t forget to include action buttons. Google offers several options, like "Learn More", "Call Now", "Sign Up", or "Get Offer." Choose the button that aligns with what you want users to do next.
Visuals are also a big deal. Use high-quality images or short videos to make your posts stand out. Clear, professional visuals are much more likely to catch someone’s eye.
Finally, keep your text short and to the point. Only a snippet of your post is visible at first, so make sure it’s compelling enough for users to click "Read More."
Let’s take it a step further by focusing on offers and promotions.
Share Offers and Promotions
Offer posts are an excellent way to encourage immediate action. To make them effective, you’ll need to include a few key details.
Always include start and end dates in US formats. For example, "Offer valid Aug 12, 2025 through Aug 19, 2025." This ensures your promotions stay relevant and up-to-date.
Be specific about pricing, especially when using USD. For example: "$10 off orders over $50" or "Buy 2, get 1 free (save up to $25)." Clear details help customers understand the value right away.
Add a brief note about the terms of the offer. For instance, "Valid for new customers only", "Cannot be combined with other offers", or "Limit one per customer" keeps things clear without overwhelming the reader.
If you’re running an online promotion, consider using coupon codes. Make them easy to remember, like "SAVE20AUG" or "NEWCUSTOMER15", and test them to ensure they work before sharing.
To create urgency, you can use phrases like "Limited time" or "While supplies last." Just be careful not to overdo it - overusing urgency can feel pushy.
Track how well your offers perform. Use the insights to tweak your future promotions for even better results. Next, let’s look at how to use posts to promote events effectively.
Post About Events
Event posts are a great way to draw a crowd and showcase your business as an active part of the community. To make your event posts effective, focus on providing clear and detailed information.
Always include event times and specify the time zone (e.g., "6:00 PM – 9:00 PM EST"), especially if your audience is spread across different regions.
Provide full venue details in standard US address format, including the street address, city, state, and ZIP code (e.g., "123 Main Street, Springfield, IL 62701"). If the event is at your business location, you can simplify it to "At our location: 123 Main Street", since your full address is already on your profile.
Use event-specific calls to action to guide attendees. Options like "RSVP", "Register Now", "Buy Tickets", or "Get Directions" work much better than a generic "Learn More." If registration is needed, link directly to the sign-up page.
Your event description should give attendees a clear idea of what to expect. For example: "Join us for outdoor sunset yoga. Bring your own mat and water bottle. Free for members, $15 for non-members." Be sure to mention any costs or items attendees need to bring.
Also, include parking and accessibility details to make planning easier for attendees. Let them know if parking is free, if public transportation is nearby, or if the venue is wheelchair accessible.
Post event details well in advance - at least a week for smaller events and a couple of weeks for bigger ones. After the event, follow up with photos and a thank-you post. This not only shows your business is active but also gives those who missed out a reason to attend next time.
Step 4: Handle Your Online Reviews
Reviews play a major role in shaping your online presence. With 98% of customers reading reviews and 46% trusting them as much as personal recommendations, managing reviews effectively can significantly improve your visibility.
Every review you receive contributes to your local search performance. Thoughtful responses, whether to praise or criticism, show your dedication to customer satisfaction and speak volumes to anyone browsing your profile.
Ask for and Manage Reviews
Timing matters when asking for reviews. Request feedback right after providing a service, when the experience is fresh in the customer's mind. Make it easy for them by sharing your direct Google review link through text, email, or even on receipts with a QR code. You can find this link in the "Get more reviews" section of your Google Business Profile dashboard.
Encourage detailed reviews by guiding customers with simple prompts. For example: "Loved our quick oil change? We'd appreciate it if you shared your experience on Google." This approach makes it easier for customers to leave meaningful feedback.
Avoid offering incentives for reviews, as this violates Google's policies and could harm your profile's ranking. Instead, focus on delivering consistently excellent service that naturally inspires customers to share their positive experiences. Setting up reminders - whether through a calendar alert or your customer management system - can help ensure you follow up regularly on review requests.
Reply to All Reviews
Responding to reviews promptly - ideally within 48 hours - shows customers you value their feedback. Personalize your responses to create a genuine connection. For positive reviews, mention specific details and use the customer's name. For instance:
"Thanks, Sarah! We’re so glad you enjoyed our weekend brunch menu. Chef Mike will be thrilled to hear you loved the blueberry pancakes."
When handling negative reviews, remain calm and professional. Acknowledge the issue, apologize where necessary, and offer a solution. For example:
"Hi John, I’m sorry your wait time was longer than expected during our lunch rush on Tuesday. We’re working to improve our service speed. Please call me at (555) 123-4567 so we can discuss this further."
Taking the conversation offline not only helps resolve the issue but also demonstrates your commitment to excellent customer service.
Use Keywords in Your Responses
Incorporating relevant keywords into your responses can subtly enhance your local SEO. Keywords related to your services and location make your business more visible in local searches. For example, if a customer mentions, "the Italian food was amazing", you might respond with, "Thank you for enjoying our authentic Italian cuisine and homemade pasta!"
Google even highlights these keywords in bold within reviews and snippets, making them stand out to potential customers. However, avoid forcing keywords into responses. Keep your replies natural and focused on genuine communication. Use terms your customers frequently mention, like "quick turnaround" for a printing service, to attract others searching for similar offerings.
While responding to reviews isn’t a direct ranking factor, thoughtful, keyword-rich replies can enhance your Google Business Profile’s SEO value and indirectly improve your rankings. Once you’ve fine-tuned your review strategy, you’ll be ready to shift your focus to monitoring and optimizing your overall performance in the next step.
Step 5: Track and Improve Your Results
Once you've optimized your reviews and posts, it's time to keep an eye on how your Google Business Profile (GBP) is performing. This isn't a "set it and forget it" situation - tracking your results helps you spot trends and make informed adjustments. By regularly analyzing your metrics, you can ensure your profile stays relevant and continues to attract visitors.
Dive Into Your GBP Metrics
Your GBP dashboard is packed with useful insights, especially in the Performance section. Here, you can see how people are finding and interacting with your business. Metrics like direct searches (when someone looks up your business by name), discovery searches (when you're found through category or location keywords), and branded searches (searches that include your business name) give you a clear picture of your visibility.
Pay attention to key actions - calls, website clicks, and direction requests. These numbers can tell you a lot. For example, a sudden drop in website clicks might point to a broken link, while a spike in direction requests could mean your location details are drawing more foot traffic. You can also review photo views and post engagement to understand what content resonates with your audience.
Add UTM Parameters for Better Tracking
To take your tracking to the next level, consider adding UTM parameters to your links. These are small bits of code you attach to a URL to track where your traffic is coming from. With UTM parameters, Google Analytics can tell you exactly how visitors found you through your GBP, instead of lumping that traffic into generic "direct" or "organic" categories.
Here’s how to set up UTM parameters:
Website URL: This is the page you want visitors to land on, like your homepage or a specific service page.
Campaign source (UTM_source): Use "google" or "gmb" to label the platform.
Campaign medium (UTM_medium): Specify the channel, such as "organic" or "local-listing."
Campaign name (UTM_campaign): Pick a clear identifier like "GBP_Profile_Link" or "Holiday_Promo."
Campaign content (UTM_content): Differentiate links within your profile, like "website_button" or "appointment_link."
Once you've built these URLs using tools like Google Analytics' URL builder, you'll be able to track and analyze your GBP traffic with precision.
Make Monthly Updates a Habit
Set aside time each month to review your GBP performance data and make updates. Monthly check-ins help you stay aligned with your current goals and audience behavior. Look for patterns in your metrics - like which days generate the most calls or which posts get the highest engagement - and use that information to refine your strategy.
Keep your Google Posts fresh by swapping out expired promotions for new offers or seasonal updates. If certain services are getting more attention, highlight them with dedicated posts to capitalize on that interest.
Don't forget about your visuals. Replace older photos and videos with updated content that reflects recent work or seasonal changes. Regularly refreshing your images not only keeps your profile looking current but also encourages ongoing engagement from both new and returning visitors.
Double-check that your operating hours are accurate to avoid frustrating potential customers. Inaccurate hours can hurt your reputation and even impact your local search ranking.
Lastly, take a quick look at your competitors. Search for businesses in your category and area to see what they're doing. The goal isn't to copy them but to identify opportunities to stand out. If you notice a drop in the number of reviews you're receiving, it might be time to revisit how you're encouraging customers to leave feedback. A steady flow of reviews is key to maintaining your profile's momentum.
Conclusion: Start Getting More Visitors Now
Your Google Business Profile (GBP) has the potential to be a game-changer for attracting local customers. When used effectively, it can transform into a steady stream of leads for your business. The strategies we've covered here work best when applied consistently and with attention to detail.
Key Takeaways for Success
The first and most crucial step in optimizing your GBP is selecting the right primary category. As Joy Hawkins, the owner of Sterling Sky, emphasizes:
"What is the most critical step? Choosing the right category for your business."
A real-world example illustrates this perfectly: In May 2025, an HVAC company switched its primary category from "Air Conditioning Repair Service" to "Air Conditioning Contractor." This change caused their ranking to plummet from #1 to #31 overnight. Restoring the original category brought their ranking back to the top spot.
Beyond categories, profile optimization should include details like identity attributes (e.g., "women-owned" or "veteran-owned"), setting the earliest legitimate opening date, and extending business hours when possible. Businesses operating 24/7 often outperform competitors with limited availability.
Another essential element? Reviews. Data shows that businesses with at least 10 reviews tend to rank higher, making it critical to consistently request and collect customer feedback.
Regularly updating your profile with engaging content - like Google Posts, fresh photos, and timely updates - keeps it relevant and appealing. To measure your GBP's effectiveness, use UTM parameters to track how much traffic it sends to your website.
Action Steps for Small Businesses
To get started, focus on these priorities:
Choose the most accurate primary category for your business. With over 4,100 categories available on Google, take the time to find the one that aligns best with your services.
Fully complete your profile, ensuring consistent NAP (Name, Address, Phone) details across all platforms.
Set up a system to collect reviews consistently - whether through follow-up emails, text messages, or in-person requests.
Keep your profile fresh with regular updates, new photos, and engaging posts.
For a seamless integration between your GBP and website, consider tools like Striking Alchemy to simplify your digital strategy and boost your local visibility.
FAQs
What are the best ways to make my Google Business Profile stand out locally?
How to Make Your Google Business Profile Stand Out
Start by double-checking that all your business info - like your name, address, phone number, and hours - is accurate and up to date. Small errors here can confuse potential customers and even hurt your local search rankings. Next, highlight what makes your business special. Whether it’s being pet-friendly, offering free Wi-Fi, or having outdoor seating, these unique details can grab attention. Don’t forget to regularly upload high-quality photos to show off your space, products, or services - it’s an easy way to make a strong first impression.
Another big factor? Reviews. Encourage your customers to leave reviews and make sure to respond to them quickly. Positive reviews build trust, and even addressing negative ones shows you care about your customers’ experiences. Also, keep your profile active by sharing updates, promotions, or upcoming events. These updates not only keep your audience engaged but also signal to Google that your profile is active and relevant. With these steps, you’ll be in a great position to attract more local visitors and stand out in search results.
What are common mistakes businesses make with their Google Business Profile, and how can I avoid them?
Many businesses overlook the importance of keeping their Google Business Profile accurate and up-to-date. Details like hours of operation, address, and contact information often go unchecked, leading to confusion for potential customers and damaging your credibility. Another frequent mistake is leaving the profile incomplete, which limits its ability to draw in visitors effectively.
To steer clear of these issues, make sure all your business information is correct and current. Take the time to engage with customer reviews - respond quickly and professionally to show you value feedback. Also, select the most relevant categories to represent your business. These straightforward actions can significantly boost your profile's visibility and help attract more customers.
What are UTM parameters, and how can they help track the performance of my Google Business Profile?
UTM parameters are snippets of text you can attach to the end of a URL to track where your website traffic originates. These tags make it possible to measure metrics like traffic volume, clicks, and engagement generated by your Google Business Profile. You can analyze this data using tools such as Google Analytics.
To set up UTM parameters, you simply add tags like source=google, medium=profile, and campaign=name to the URLs on your profile. These tags are flexible and can be tailored to monitor specific campaigns or timeframes, offering detailed insights into how effectively your profile drives visitors to your website.
