How to Manage and Optimise Your Google Business Profile (GBP) to Attract More Customers
If you want more people to find your small business online, your Google Business Profile is one of the most powerful (and free) tools you have. It influences how you show up in Google search, Google Maps and local “near me” results and it’s often the very first impression someone gets of your business.
Yet many businesses either haven’t claimed their profile, don’t keep it updated, or simply don’t realise how much opportunity sits inside that little box on Google.
This guide walks you through how to optimise it, keep it updated and turn it into a consistent source of enquiries and sales.
Why your Google Business Profile matters
Your profile affects:
How often you appear in searches
How high you rank in local results
How trustworthy your business looks
How many people click through to your website
How many phone calls, bookings or direction requests you receive
When I support small business owners through marketing consultancy sessions, the Google Business Profile is always one of the first things I assess because it directly shapes visibility and conversions.
1. Make sure your profile is fully complete
A half-filled profile leads to half the results.
Make sure the following are accurate and complete:
Business name (consistent with your website + social media)
Address
Phone number
Website
Opening hours
Category (choose the most relevant one)
Attributes (e.g. pet friendly, outdoor seating, online appointments)
Business description
Services or products
Photos and videos
Google rewards complete profiles with better visibility and customers feel more confident choosing businesses that look active and transparent.
2. Add a compelling business description
Avoid jargon and keep it customer focused.
A good structure to follow:
Who you help
What you offer
What makes you differen
Why people choose you
If you’ve already done work on your ideal customer, messaging or strategy, this becomes incredibly easy because your key positioning statements are already defined.
3. Upload high-quality photos (and keep them fresh)
Images are powerful trust-builders.
Add:
Exterior photos (so people can recognise you in person)
Interior photos
Product or service images
Team photos
Before-and-after images
Event or seasonal updates
Short videos
Google loves visual activity and customers do too.
Tip: Add new images every 2-4 weeks to signal that your business is still active.
4. Use Google Posts to keep your profile updated
Just like social media, you can share:
Updates
Offers
Events
Blog posts
Behind-the-scenes moments
New products or services
These posts appear directly in search results and can dramatically increase click-throughs, especially when paired with a clear call-to-action.
6. Collect and respond to reviews
Reviews boost your ranking and your reputation.
Ask for reviews regularly:
After a purchase
After completing a service
After a training session or call
When someone compliments your work
Respond to every review:
Positive reviews → Thank them personally
Neutral reviews → Acknowledge + invite feedback
Negative reviews → Stay calm, empathetic and solution-focused
This signals that you’re active, attentive and customer-first.
6. Keep your information accurate and consistent
Google checks for consistency across the web.
Make sure your business name, address, phone number and website match exactly with:
Your website
Social profiles
Directories
Ads
Booking systems
Small inconsistencies can affect your ranking.
7.Track your performance
Inside your Google Business Profile dashboard, you’ll find helpful insights such as:
Search views
Map views
Website clicks
Phone calls
Direction requests
Button clicks
Popular times customers engage
These metrics help you understand what's working and where to improve.
I regularly review this data during consultancy or planning sessions with clients, as it links directly to clearer strategy decisions and more effective marketing activity.
8.Keep it active and treat it as part of your marketing routine
The biggest mistake businesses make is treating their Google profile as a “set it and forget it” job.
Instead, add it into your ongoing marketing rhythm:
Review monthly
Add new photos and posts regularly
Update seasonal hours
Refresh services and products
Continue collecting reviews
Keep your description aligned with your evolving business
Small, consistent updates compound into huge results over time.
Ready to improve your visibility and attract more local customers?
If you’d like help reviewing, updating or fully optimising your Google Business Profile or integrating it into your wider marketing plan I’d love to support you.
From one-off training to full strategy development, everything I do is tailored to your business, your goals and your time.
Email: sally@sally-parker.co.uk.