When someone searches for a local service — “hairdresser near me”, “accountant in Kendal”, “best café in Windermere” — Google often shows a map pack before the regular search results. Your Google Business Profile (formerly Google My Business) is what helps you appear there, and it’s often the very first impression customers get of your business.
The best part? It’s free. And unlike many forms of advertising, it can keep generating enquiries long after you’ve done the initial work. This walk-through guide explains how to set up, improve and maintain your Google Business Profile, with a focus on the elements that genuinely influence local decisions: photos, posts, Q&A and review responses.
Why your Google Business Profile matters for local enquiries
For many small businesses, a Google Business Profile acts like a mini-website inside Google. People can call you, request directions, view your hours, read reviews, see photos, check services and even message you — often without clicking through to your site.
That means two things:
- A strong profile can convert searchers into customers quickly.
- A weak profile (outdated details, poor photos, ignored reviews) can cost you enquiries even if you rank well.
If you work with a marketing agency, Google Business Profile optimisation is often a core part of local digital marketing because it’s high-impact and relatively fast to improve.
Step 1: Claim and verify your profile properly
First, make sure you’re in control of the listing. Search your business name on Google and look for the option to claim or manage the profile. If you can’t find a listing, you can create one.
Verification is essential because it unlocks editing, posting and messaging features. Follow Google’s steps closely, and once verified, treat your profile like an active marketing channel — not a one-time setup.
Key tip: use a business email you control long-term, not a personal email tied to one person who might leave.
Step 2: Get the basics 100% accurate (and keep them updated)
Before you get into posts and photos, nail the fundamentals. Local customers rely on this information to choose you quickly, and Google uses it to match your listing to relevant searches.
Check and update:
- Business name (as it appears in the real world)
- Address (or service area if you don’t have a customer-facing location)
- Phone number (use one consistent number across your website and directories)
- Website link (direct to the most relevant page, not always the homepage)
- Opening hours (including seasonal changes and bank holidays)
- Attributes (accessibility, family-friendly, etc., where relevant)
Consistency matters. If your name, address and phone number vary across your website and listings, it can confuse customers and weaken local signals.
Step 3: Choose the best primary category (and add supporting ones)
Categories are one of the biggest influences on what searches you appear for. Your primary category should match your core service as closely as possible. Then add secondary categories that reflect other major services.
For example, a salon might have a primary category that reflects the main offering, with secondary categories for specialisms. A trades business might have one clear primary and a couple of specific extras.
Avoid the temptation to add everything. Stick to what you genuinely offer.
Step 4: Write a business description that sells (without sounding salesy)
Your description should help a local customer answer: “Are you the right fit for me?” Keep it clear, specific and customer-focused.
Include:
- What you do and who you help
- Your local area coverage
- What makes you different (experience, approach, speed, niche, quality)
- A gentle call to action (book, call, request a quote)
Write for humans first. You can include natural phrases that relate to your services and location, but focus on clarity and trust.
Step 5: Add services (and make them easy to scan)
The services section is a missed opportunity for many small businesses. Add your key services and keep names straightforward. Where possible, include short descriptions and indicative pricing, especially if customers often ask “how much does it cost?”
Good service lists do two jobs:
- Help Google understand what you offer
- Help customers self-qualify before they contact you
If you offer packages, list the popular ones. If you offer variations, keep them grouped so the list doesn’t become overwhelming.
Step 6: Upload photos that build trust quickly
Photos are one of the biggest conversion drivers on a Google Business Profile. Customers want to see what you’re like before they commit, especially for services, hospitality, health and anything appointment-based.
Aim to include:
- A strong logo and cover image
- Exterior photo (so people can find you) if relevant
- Interior photos (clean, bright, welcoming)
- Team photos (friendly, professional, real)
- Product photos or examples of work
- Before/after examples where appropriate and permitted
- Photos that show scale (rooms, vehicles, equipment)
Practical tips:
- Use natural light where possible
- Avoid heavy filters
- Keep images current (update seasonally if your business changes through the year)
- Add new photos regularly — it signals an active business
This is one area where a marketing agency can help quickly: professional photography and a simple upload plan can elevate your listing dramatically.
Step 7: Use Google Posts to stay active and visible
Google Posts are short updates that appear on your profile and can influence whether someone chooses you. They’re useful for sharing timely, local-friendly content without needing a blog post every time.
Post ideas:
- Seasonal services and reminders
- Limited availability (e.g., “Now taking bookings for January”)
- New products or menu items
- Offers (use sparingly and keep them genuine)
- Event announcements
- Quick tips or FAQs
A good rhythm for most small businesses is one post per week or fortnight. Keep copy short, add a strong image, and include a clear call to action such as “Call”, “Book” or “Learn more”.
Step 8: Add and manage Q&A (before customers ask the wrong questions)
The Q&A section is public, and anyone can ask or answer. That’s why it’s smart to be proactive.
Add your own frequently asked questions, such as:
- Parking and access
- Prices or how quotes work
- Lead times and availability
- Areas you cover
- What to bring to an appointment
- Policies (cancellations, deposits, returns)
Then answer them clearly and professionally. This reduces friction, filters out poor-fit enquiries, and helps customers feel informed.
Check Q&A regularly. If someone posts an incorrect answer, reply quickly with the correct information.
Step 9: Reviews: how to get more (and respond in a way that wins customers)
Reviews influence both ranking and conversions, but the bigger impact is persuasion. A profile with thoughtful, recent reviews and professional responses feels trustworthy.
How to get more reviews:
- Ask at the right moment (after a successful job, delivery, or appointment)
- Make it easy (send a direct review link)
- Train your team to ask consistently
- Add a gentle reminder on invoices, receipts, or follow-up emails
How to respond well:
- Respond to every review where possible
- Thank the customer and mention something specific (without oversharing)
- Reinforce your values (quality, friendliness, speed, care)
- Keep calm and factual on negative reviews
- Offer to resolve issues offline where appropriate
Review responses aren’t just for the reviewer — they’re for the next customer reading them. This is a key part of digital marketing for local businesses, because it builds confidence before someone ever calls.
Step 10: Keep improving with simple monthly maintenance
Google Business Profile optimisation isn’t a one-and-done task. A small monthly routine makes a big difference:
Once a month:
- Add 5–10 new photos
- Publish 2–4 posts
- Check Q&A for new activity
- Respond to reviews
- Update hours (especially around holidays)
- Review services and make sure they still match what you offer
Over time, these small actions signal an active, reliable business — and that’s exactly what local customers want.
Final thoughts: turn your profile into a local enquiry engine
If you want more local enquiries, your Google Business Profile is one of the best places to focus. It’s free, highly visible, and designed for fast decisions. Get the basics accurate, improve photos, post regularly, manage Q&A, and respond to reviews like they matter — because they do.
If you’d like support making it consistent (and tying it into your wider strategy), a marketing agency can help you build a practical local digital marketing system that turns searches into real customers.