If you run a service-based business, your Google Business Profile can be one of your most valuable online marketing tools.
It’s often one of the first things potential customers see when they search for the services you offer, particularly when they’re looking for someone in their local area.
Think about a search like “cleaner near me”, “web designer in Sydney” or “landscaper Sutherland Shire”. Your website might appear in the search results, but your Google Business Profile can also appear in the map results, showing your business name, reviews, photos, services, opening hours and contact details.
And unlike your website, someone can find all of this information without even clicking through to your site.
The good news? You don’t need to become an SEO expert to improve your profile. There are a few simple things you can do to make it more useful for both Google and potential customers.
Here are six worth checking.
1. Make sure your business information is complete and accurate
This sounds obvious, but it’s worth checking.
Your business name, phone number, website, business description and service area should all be accurate and kept up to date.
If you’re a service-area business and don’t have customers visiting your physical address, make sure your profile is set up correctly as a service-area business rather than displaying a residential or private address.
You should also choose the most appropriate primary business category.
Your category helps Google understand what your business does, so don’t just pick something that sounds vaguely relevant. Choose the category that most closely matches your main service.
You can also add relevant secondary categories where they genuinely apply.
A good starting point: Log into your Google Business Profile and check every section. If something is blank, outdated or incorrect, update it.
2. Add your services
If you offer several different services, don’t leave Google guessing what you do.
Your Business Profile allows you to add the services you offer, and these can provide more context about your business.
For example, a cleaning business might list:
- Regular house cleaning
- End of lease cleaning
- Commercial cleaning
- Builders cleans
- Pre-sale cleaning
Be specific about what you actually offer rather than trying to squeeze every possible keyword into your profile.
The goal is to make your profile useful to a potential customer while giving Google a clearer understanding of your business.
3. Keep your business hours up to date
Your opening hours might seem like a small detail, but they’re surprisingly important.
Imagine someone finds your business on Google, sees that you’re open and calls you, only to discover that you’re actually closed for the day. Not exactly the first impression you want to make.
Make sure your regular business hours are correct and remember to update your special hours and holiday hours too.
Christmas, public holidays, Easter and other periods when your normal hours change are particularly easy to overlook.
If you’re taking a break over Christmas, for example, don’t leave your profile showing your usual opening hours throughout the holidays.
It’s a small update, but it helps customers know when they can actually reach you.
Tip: Add a reminder to review your holiday hours before major holiday periods rather than waiting for a customer to point out that they’re wrong.
4. Get more genuine reviews
Reviews are incredibly valuable for a service business.
They provide social proof for potential customers and can help your business stand out when someone is comparing several local businesses.
But don’t just focus on getting more reviews. Focus on getting genuine reviews from real customers who have actually used your services.
And when customers mention specific services or experiences in their review, that can be particularly useful.
For example, a review saying:
“Karen redesigned our WordPress website and made the whole process so easy…”
gives a potential customer much more information than:
“Great service!”
Make asking for reviews part of your normal customer process. You could send a simple follow-up email after completing a project or reaching an important milestone.
And remember to respond to your reviews too. A short, genuine response shows that you’re paying attention and appreciate the feedback.
5. Keep adding fresh photos
Your Google Business Profile shouldn’t look like it was abandoned three years ago.
Photos give potential customers a feel for your business and can help your profile look much more trustworthy and active.
For a service business, you don’t necessarily need a professional photoshoot every month.
Depending on your business, you could add:
- Photos of completed projects
- Before and after images
- Your team at work
- Your workspace or studio
- Products or equipment
- Behind-the-scenes photos
- Photos of your local work
For example, a landscaper could regularly add photos of completed gardens, while a professional organiser could show a beautifully organised pantry or wardrobe.
Think about the things your potential customers would actually like to see.
6. Use your profile to answer questions customers actually ask
Your Google Business Profile isn’t just a business listing. It can also help answer some of the questions people have before they contact you.
Make sure your business description clearly explains:
What you do + who you help + where you work.
You can also make use of features such as posts, updates and the Q&A section where they’re available and relevant to your profile.
Think about the questions you regularly receive from potential customers.
Do you service a particular area?
Do you offer consultations?
Do customers come to you, or do you travel to them?
Do you specialise in a particular type of client?
Do you offer a particular service that people often ask about?
Answering these questions clearly can make it easier for someone to decide whether you’re the right business for them.
Why is your Google Business Profile worth paying attention to?
Your website is still incredibly important. Your Google Business Profile doesn’t replace it.
Instead, the two work together.
Your website gives people somewhere to learn more about your business, explore your services and take the next step. Your Google Business Profile helps people discover you when they’re searching for the services you offer.
For service businesses in particular, local search can be incredibly valuable because people aren’t always looking for anyone who provides a service. They’re looking for someone who can provide it where they are.
A well-maintained profile can help you make a better first impression, provide useful information before someone visits your website and give potential customers the confidence to get in touch.
And you don’t need to spend hours on it every week.
Start with the basics.
Make sure your information is correct. Add your services. Keep your hours updated. Ask for genuine reviews. Upload useful photos. Answer the questions your customers are asking.
Then make a habit of checking in on your profile regularly rather than setting it up once and forgetting about it.
Your Google Business Profile is another piece of the puzzle when it comes to helping the right people find your business online.