If you run a local or regional business and you're not actively managing your Google Business Profile, you're leaving leads on the table every single day.
It's free. It shows up before your website in local search results. And most of your competitors have barely touched theirs beyond the initial setup.
That gap is your opportunity.
Why Google Business Profile Matters More Than You Think
When someone searches "web agency near me" or "accountant in [city]," Google shows a map pack — three business listings with ratings, hours, and a link to call or get directions. That map pack sits above organic results and often above paid ads.
Studies consistently show that 46% of all Google searches have local intent. For service businesses, that number is even higher.
A well-optimised profile doesn't just put you on the map — it dramatically increases the chances a searcher contacts you before they ever visit your website.
Step 1: Complete Every Field
Most profiles are 40–60% complete. Google rewards completeness with higher rankings. Go through every section:
- Business name — exact match to your legal/trading name, no keyword stuffing
- Category — choose the most specific primary category, add secondary categories
- Address and service area — if you serve clients without a physical location, set a service area instead
- Phone number — use a local number, not an 0800 or forwarding number if avoidable
- Website — link to your homepage or a dedicated landing page
- Hours — keep these accurate, including public holidays
- Description — 750 characters, lead with what you do and who you serve, include your city
Step 2: Add Photos That Actually Get Clicks
Profiles with photos get 42% more direction requests and 35% more website clicks than profiles without them. That's not a marginal difference.
What to upload:
- Cover photo — your best image, ideally showing your team or office rather than a logo
- Logo — clear, square, recognisable at small size
- Team photos — real people build trust faster than stock imagery
- Work samples or before/after — show the outcome, not just the process
- Interior/exterior — if you have a physical location, include both
Add new photos regularly. Google appears to favour profiles that show activity. Once a month is enough.
Step 3: Generate and Respond to Reviews
Reviews are the single most important ranking factor in the local map pack, and the single most important conversion factor once a searcher sees your listing.
The businesses at the top of local search have more reviews, more recent reviews, and higher average ratings. It's that simple.
| Review score | Impact |
|---|---|
| 4.5+ stars with 20+ reviews | Strong local ranking signal |
| 4.0–4.4 stars with 10+ reviews | Competitive but not dominant |
| Under 4.0 stars | Actively hurts click-through rate |
| Under 5 reviews total | Invisible ranking signal |
How to get more reviews: Ask at the right moment — after a project completes, after a positive client comment, after delivery. Send a direct link to your review page (Google provides a shareable URL in your profile dashboard). Make it one click, not a multi-step process.
Respond to every review — positive and negative. A professional, specific response to a negative review often converts undecided searchers better than a string of five-star reviews, because it shows how you handle problems.
Step 4: Use Google Posts
Google Posts are short updates — offers, events, announcements — that appear directly on your business profile. They expire after seven days, which means posting weekly keeps your profile looking active.
Most businesses never use this feature. Which means a single post per week puts you ahead of 90% of your competition in terms of profile freshness.
Keep posts short: a clear headline, one image, one CTA ("Book now," "Learn more," "Call us"). Don't overthink it — consistency matters more than quality here.
Step 5: Answer Questions Before Searchers Ask Them
The Q&A section of your profile is public — and anyone can post a question. If you don't answer it, someone else might, and not necessarily accurately.
Proactively seed your own Q&A: post the questions your clients most commonly ask, then answer them yourself. "Do you work with clients outside [city]?" "What does a project typically cost?" "How long does it take to launch?" These answers show up in search results and reduce friction before first contact.
The 15-Minute Monthly Maintenance Routine
Once your profile is fully set up, ongoing management takes almost no time:
- Post one update (a project, a tip, a case study highlight)
- Upload one or two new photos
- Respond to any new reviews
- Check that hours and contact details are still accurate
That's it. Fifteen minutes a month, and your profile stays competitive.
When Your Profile Is Strong and Your Website Still Doesn't Convert
A Google Business Profile drives people to your website — but if your site is slow, unclear, or hard to use on mobile, that traffic doesn't turn into enquiries.
Run a free technical audit of your site at webvise.io/analyze. We'll check your PageSpeed score, mobile usability, and core technical health — so that when searchers do click through, your site is ready to convert them.
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