Picture this: You’re a brilliant local shop, but you might as well be invisible if people can’t find you online. Rather frightful thought, isn’t it?
That’s where Google Business Profile (the artist formerly known as Google My Business) comes into its own.
It’s rather like having your shop front on the world’s busiest high street—except this one’s digital.
Whether you’re running a cosy café in Cornwall or a boutique in Brighton, a properly polished profile can work wonders.
It helps you pop up when locals are searching, draws in more customers, and tells everyone what makes your business rather special.
Fancy knowing how to make your profile shine? Brilliant—we’ll show you how to get it spot on, without any of that tedious marketing waffle.
1. Claim and Verify Your Profile
The first step in optimising your Google Business Profile is to claim and verify it.
If you haven’t already done so, go to Google Business Profile and create an account.
Once you’ve claimed your business, you’ll need to verify ownership.
This typically involves receiving a postcard with a verification code at your business address, though some businesses may be eligible for phone or email verification.
2. Complete Your Business Information
Ensuring your business information is accurate and complete is crucial.
Fill out every field available, including:
- Business name
- Address
- Phone number
- Website URL
- Business hours (including special hours for holidays)
Consistency is key – make sure this information matches what’s on your website and other online directories.
3. Choose the Right Categories
Selecting the appropriate categories for your business is vital for appearing in relevant searches.
Choose a primary category that best describes your core business, and add additional categories if applicable.
Be specific but don’t add categories that aren’t directly related to your services.
4. Write a Compelling Business Description
Here’s your moment to shine—but keep it crisp.
Think of your business description as your 30-second chat with a potential customer.
What would you tell them over a quick cuppa?
Focus on what makes your shop special, whether it’s your great-grandmother’s secret recipe or your award-winning customer service.
Weave in relevant search terms naturally—the way you’d actually speak to someone—rather than cramming in keywords like stuffing in a Christmas turkey.
Remember to highlight the real benefits you bring to customers’ lives.
Instead of just saying you’re a barber, tell them how you’ve been helping locals look sharp since 1995 with your signature precision cuts and friendly banter.
5. Add High-Quality Photos and Videos
A picture’s worth a thousand words, as they say—and rather essential when you’re trying to get folks through the door. Think of your photos as your silent salesforce, working round the clock to show off your business’s best bits.
Pop up some proper photos that give people the full picture:
- A welcoming shot of your shopfront (bonus points if it’s catching the morning sun)
- Some smartly staged interior snaps (but keep it real—no smoke and mirrors)
- Your lovely products looking their Sunday best
- Your brilliant team in action (candid shots often work a treat)
And if you’re feeling particularly fancy, why not add a video or two? Nothing sells a bustling café quite like the sight and sound of coffee being crafted or freshly baked treats coming out of the oven.
6. Manage and Respond to Reviews
Reviews play a crucial role in local search rankings and customer decision-making.
Encourage satisfied customers to leave reviews, and respond promptly to all reviews – both positive and negative.
This shows that you value customer feedback and are actively engaged with your clientele.
7. Utilise Google Posts
Think of Google Posts as your own little news bulletin board—right there on your profile for all to see.
Rather handy for keeping your customers in the loop, wouldn’t you say?
Pop up a post when you’ve got something worth sharing: perhaps that new spring menu you’re chuffed about, a brilliant weekend offer, or those craft workshops everyone’s been asking for. Just remember to add a proper photo that’ll catch the eye—nobody gets excited about a blurry snap of yesterday’s lunch.
And don’t forget to tell folks what to do next: “Book your spot,” “Grab this offer,” or “Pop in for a sample” work far better than leaving them wondering what to do with this lovely information.
8. Add Products and Services
Let’s get your products and services front and centre—after all, there’s no point being modest about what you do best.
Think of this section as your shop window display, but one that works 24/7 without needing to dust it.
Give each item a proper introduction: a crisp description, clear pricing (if you’re happy to share it), and photos that would make Mary Berry proud.
Whether you’re flogging handmade jumpers or offering supreme spa treatments, show them off in their best light.
This way, curious customers can have a proper nose around your offerings while sitting in their pyjamas—rather useful for turning those late-night browsers into tomorrow’s customers.
9. Enable Messaging and Booking Features
If appropriate for your business, enable the messaging feature to allow customers to contact you directly through your profile.
Additionally, if you offer appointments or reservations, integrate a booking system to make it easy for customers to schedule services.
10. Optimise for Local SEO
Incorporate relevant local keywords in your business description, posts, and responses to reviews.
Ensure your NAP (Name, Address, Phone number) information is consistent across all online platforms to improve your local SEO performance.
11. Monitor Insights and Analytics
Now, here’s the clever bit: Google Business Profile is absolutely brimming with useful insights. It’s like having a crystal ball that shows you exactly how customers discover your business and what catches their eye.
Keep tabs on these nuggets of information. Which of your posts are getting people talking? How are customers finding you?
What makes them click that ‘visit website’ button? This isn’t just data for data’s sake—it’s pure gold for fine-tuning your profile.
Think of your profile as a garden (bear with me on this one). You can’t just plant it and forget about it. Give it regular attention, keep adding fresh content, and respond promptly when customers reach out. The more you tend to it, the more it flourishes.
And remember, Rome wasn’t built in a day, and neither is a cracking online presence. But stick with it, keep tweaking based on what works, and you’ll soon have a profile that does your business proud.
