If your business isn’t making the most of its Google Business Profile, you could be missing out on customers every single day. When people search for “coffee near me”, “hairdresser in Dorking”, “accountant” or even your business name, your Google Business Profile is often the first thing they see, before they ever visit your website.
The good news? It’s completely free.
Whether you’re a retailer, café, pub, salon, professional service or tradesperson, spending just a little time improving your profile can make a huge difference to how many people find and choose your business.
What is a Google Business Profile?
A Google Business Profile (formerly Google My Business) is the business listing that appears on Google Search and Google Maps.
It includes information such as:
- Business name
- Opening hours
- Telephone number
- Website
- Directions
- Photos
- Reviews
- Products or services
- Questions and answers
- Updates and offers
Think of it as your digital shop window.
Why does it matter?
Many customers now make decisions without ever visiting a business’s website.
Instead they:
- Search Google
- Compare businesses
- Read reviews
- Look at photos
- Check opening hours
- Click “Call” or “Directions”
Google also uses the quality and completeness of your profile when deciding which businesses to show in local search results and on Google Maps. Keeping your information accurate, responding to reviews and regularly updating your profile can improve your visibility.
The benefits for your business
More customers find you
A complete profile makes it easier for people searching locally to discover your business.
Build trust
Reviews, photos and accurate information give customers confidence before they visit.
Increase footfall
Many people search while they’re already out and about. Appearing on Google Maps can encourage spontaneous visits.
Get more calls and enquiries
Customers can call, visit your website or request directions directly from your listing.
Show off your business
Upload photos of:
- Your shop or premises
- Products
- Food and drink
- Your team
- Recent work
- Events
- Window displays
Businesses with fresh, high-quality photos often receive more engagement than those with little or no imagery.
Understand your customers
Google provides insights showing things such as:
- How people found you
- What they searched for
- Website clicks
- Phone calls
- Direction requests
This helps you understand what’s working.
How to set up your Google Business Profile
If you don’t already have one:
- Sign in with a Google account.
- Search for your business on Google.
- If it already exists, claim ownership.
- If not, create a new profile.
- Complete the verification process.
- Fill in every section you can.
Google only allows eligible businesses to create profiles, and verification confirms you’re authorised to manage it.
10 ways to improve your profile
1. Complete every section
Don’t leave information blank.
Include:
- Opening hours
- Phone number
- Website
- Address (where applicable)
- Services
- Business description
- Accessibility information
- Parking information
- Payment methods
The more complete your profile, the more useful it is for customers.
2. Choose the right business category
This is surprisingly important.
Choose the category that best describes what you primarily do, then add additional categories where relevant.
For example:
- Gift Shop
- Café
- Florist
- Solicitor
- Estate Agent
- Beauty Salon
3. Add plenty of photos
People buy with their eyes.
Upload:
- Exterior photos
- Interior photos
- Team photos
- Products
- Seasonal displays
- Before and after images (where appropriate)
Keep adding new images throughout the year.
4. Ask for reviews
Reviews remain one of the biggest influences on customer decisions.
Don’t wait for people to leave them naturally.
Instead:
- Ask after a purchase
- Include a QR code at the till
- Add a review link to emails
- Mention it on social media
Aim to collect reviews regularly rather than all at once.
5. Reply to every review
Whether it’s five stars or one star:
Reply politely.
Thank people for positive feedback.
If someone leaves a negative review:
- Stay calm
- Be professional
- Offer to resolve the issue offline
Potential customers often judge your responses as much as the review itself.
6. Keep your opening hours accurate
Nothing frustrates customers more than arriving to find a business closed.
Update:
- Bank Holidays
- Christmas
- Easter
- Staff training days
- Special events
7. Post updates regularly
You can publish posts directly on your profile.
Ideas include:
- New arrivals
- Events
- Special offers
- Seasonal promotions
- Awards
- Behind-the-scenes photos
- Community involvement
Think of it like another social media channel.
8. Answer questions
Customers can ask questions on your listing.
Don’t leave them unanswered.
Respond quickly and clearly.
You can even add frequently asked questions yourself.
9. Add products or services
Many businesses never use this feature.
Adding products or services gives customers a better idea of what you offer before they visit.
10. Keep everything up to date
Treat your profile as something you manage—not something you set up once and forget.
A quick monthly check only takes a few minutes.
Common mistakes to avoid
- Leaving old opening hours
- Using poor quality photos
- Never replying to reviews
- Forgetting to verify the profile
- Having inconsistent contact details across different websites
- Using the wrong business category
- Never posting updates
- Ignoring customer questions
A simple monthly checklist
☐ Check opening hours
☐ Upload 2–5 new photos
☐ Respond to every review
☐ Add an update or offer
☐ Check your contact details
☐ Review your products or services
☐ Look at your performance insights
Final thought
Your Google Business Profile is often the first impression people have of your business.
For many customers, it can be the deciding factor between choosing you or a competitor.
The best part is that improving it doesn’t require a large marketing budget—just a little time each month. Keeping your profile accurate, active and engaging helps customers find you, trust you and choose you, while also increasing your chances of appearing in local Google searches.
