Of all the tools available to a small business, Google Business Profile (formerly Google My Business) is probably the single most underused – and it’s completely free. If your business serves customers locally, this deserves more attention than almost anything else on your marketing to-do list.
What it actually is
Google Business Profile is the listing that appears when someone searches your business name, or searches for a service “near me.” It shows your opening hours, location, reviews, photos and a direct line to call or message you – often before they even reach your website.
Why it matters so much
For local searches, Google frequently shows a “map pack” of three businesses above the regular search results. Appearing there is enormously valuable, and a complete, active Business Profile is one of the strongest factors in whether you make that shortlist.
The basics most businesses get wrong
- Opening hours that haven’t been updated in months (or don’t reflect bank holidays)
- Only one or two photos, often outdated
- A generic category that doesn’t quite describe what the business actually does
- No posts, no updates, no signs of life
- Reviews left unanswered, good or bad
What to do properly
Fill in every section fully – services, products, business description, attributes. Add fresh photos regularly, not just once at setup. Respond to every review, thanking positive ones and handling negative ones calmly and professionally; how you respond is often more visible than the original complaint. Post updates occasionally – an offer, a new service, a seasonal note – to show the profile is actively managed.
Reviews are the multiplier
A profile with 40 recent, genuine reviews at 4.7 stars will consistently outperform a competitor with 3 reviews and a technically nicer website. Make asking for reviews part of your normal process – a text or email link straight after a job or purchase gets far more responses than hoping someone remembers later.
It works alongside your website, not instead of it
Google Business Profile gets people to notice you. Your website is what convinces them, answers their questions in depth, and gives you a place to send them for bookings, quotes or more detail. The two should point at each other, not compete.
If you’d like a second pair of eyes on your current profile – or help getting your website and Google presence properly joined up – ChrisXCreative can take a look and tell you honestly what’s worth prioritising.
