If you’re a small business owner, you already know how tough it is to compete online. You’re up against big chains with bigger budgets. But there’s one tool that levels the playing field and it’s totally free.
It’s your Google Business Profile.
When someone nearby searches for what you offer, your profile could be the first thing they see. It can either pull them in or push them away. In this guide, we’ll walk through exactly how to make your profile work harder for you without hiring a big marketing team.
What is a Google Business Profile?
It’s your business listing on Google. If someone Googles your company name, or searches for something like “plumber near me,” your profile shows up on the right side of the screen or in the map pack.
It includes:
- Your name, address, and phone number
- Hours of operation
- Reviews
- Photos
- Services
- A link to your website or booking page
- A short description
- And even a message or chat button
The profile is powered by you. You can update it, improve it, and use it to bring in new customers if you know what you’re doing.
Let’s dig into that.
Why Your Google Business Profile Actually Matters
When people search for local businesses, they don’t want to scroll through five pages. They’re looking for something quick, nearby, and reliable. That’s where your profile comes in.
Here’s why it counts:
1. It’s free advertising
You don’t have to pay to show up. Google’s already giving you the platform, you just need to fill it out and keep it fresh.
2. It shows up before your website
Even if your website ranks high, your Google Business Profile usually shows up first. This is where people check your hours, read reviews, or click to call you.
3. It builds trust instantly
Seeing 4.8 stars and a bunch of positive comments? That’s credibility. It means something to people. In some cases, it’s the only reason someone chooses one business over another.
Step-by-Step: How to Set Up and Optimize Your Google Business Profile
If you haven’t claimed your profile yet, start at google.com/business. It takes a few minutes, and Google will guide you through the verification.
If you already have one, here’s how to clean it up and make it work.
1. Make sure your info is accurate
This seems obvious, but it’s easy to overlook. Double-check:
- Business name (spelled exactly as it should be)
- Address (use a real location—PO Boxes don’t work)
- Phone number (and make sure someone actually answers)
- Website (don’t leave this blank)
- Hours (keep them updated for holidays too)
If your info is outdated, Google might not show you at all.
2. Choose the right categories
You get one primary category and a few additional ones. Be as specific as possible. “Home services” is too broad. “Drainage contractor” or “HVAC repair” helps Google understand what you really do.
3. Write a simple business description
You don’t need fancy language. Just explain what you do, who you serve, and why people should choose you. Something like:
“Locally owned HVAC company serving the Toronto area. We specialize in emergency repairs, annual maintenance, and ductless systems. Same-day service available.”
No buzzwords. No fluff. Just facts.
4. Add photos—real ones
Stock photos are a turn-off. People want to see what your space looks like, what your team looks like, and what kind of work you do. Snap a few shots with your phone:
- Your storefront
- Your team at work
- Your products or service in action
- Before-and-after photos (especially if you’re in a visual industry)
New photos show up in your listing and give it a fresh look.
5. Post updates regularly
Yes, you can post to your profile like a social feed. Share offers, updates, events, or quick tips. Each post can show up in search and signals to Google that you’re active.
You don’t need to post daily. Once a week is enough.
6. Ask for reviews—don’t beg for them
When you wrap up a great job, send a follow-up text or email saying:
“Thanks again for your business. If you have a moment, we’d really appreciate a review on Google, it helps others find us.”
Don’t offer incentives or bribes. Just make it easy. And always respond to reviews, good or bad.
Common Mistakes That Hurt Your Ranking
Even with good intentions, there are a few things that can tank your local visibility. Watch out for these:
Inconsistent info across the web
If your profile says one thing and your website says another, Google sees that as a red flag. Make sure your NAP (Name, Address, Phone) is consistent everywhere.
Ignoring reviews
A business with 20 unanswered reviews doesn’t look good. People notice. Take 2 minutes to reply. Thank people. Apologize when necessary. Just show up.
Using a fake location
If you work from home or on the road, don’t try to trick Google with a fake address. Use the “service area business” option instead. It keeps your info accurate and avoids getting suspended.
Bonus: How to Convert More Views Into Paying Customers
So you’ve done the work. Your profile is sharp, your reviews are glowing, and your photos look great.
Now what?
You still need to make it easy for people to do business with you. That means reducing friction. No long phone waits. No outdated payment methods. No broken links.
Use online payment software for small business
Let’s say a customer finds you on Google, calls to schedule a service, and then asks, “How do I pay?”
You don’t want to say, “You’ll have to come in and swipe your card,” or “I’ll email you a PDF invoice.”
That’s where modern tools come in. With online payment software for small business, you can send secure links by text or email. Customers pay on their phones. You get paid faster. Everyone wins.
It’s not about being high-tech, it’s about being easy to work with.
Wrap-Up: Treat Your Profile Like a Salesperson
Think of your Google Business Profile like a part-time employee who works 24/7. It talks to customers while you’re sleeping. It shows your best work. It answers questions before they’re asked.
But it only works if you give it attention.
Don’t just set it and forget it. Update it when your hours change. Post new photos. Respond to reviews. Treat it like it matters, because it does.
If you’re doing great work, your Google profile should show it. Make it count.