Google Business Profile (GBP), formerly Google My Business, is the low-key hero of local search marketing.

When someone searches for services or products locally your Google Business Profile is often the first thing they see. So how do you attract more visitors to Google Business Profile?

Keep reading to learn some simple, yet effective strategies to ensure you’re managing your online presence across Google Search and Google Maps to its full potential.

What is a Google Business Profile?

A Google Business Profile (formerly known as Google My Business) is a free, user-friendly tool that allows businesses to manage their online presence across Google Search and Google Maps. It’s your digital store front, a space where customers can quickly find your location, hours, services and reviews.

With nearly 78% of local mobile searches leading to in-store purchases, your Google Business Profile is your business’s best chance at capturing those intent-driven customers already searching for solutions near them.

How a Google Business Profile Helps You Attract More Visitors

Easy to Find on Local Search and Maps

How often have you visited a new city and opened up Google Maps to search for something nearby? Maybe a coffee shop? A restaurant?

When potential customers search for services “near me” or in a specific location, they aren’t looking for general advice, they’re ready to act. A complete and optimized Google Business Profile ensures you’re at the top of the search results and on Google Maps when people are nearby and looking for services like yours. 

In fact, 87% of consumers used Google to research local businesses while the use of Yelp and Facebook as continued to decline.

Legitimizes Your Business and Builds Trust

A well-optimized Google Business Profile shows customers you’re the real deal.

Your business hours, verified address, and customer reviews create a sense of legitimacy that a basic website alone can’t provide. Plus, 81% of consumers say they need to trust a brand before making a purchase, so first impressions really do matter.

Social Proof is Your Business’s Best Friend

If your GBP is stacked with glowing reviews, you now have a mini army of sales people selling your services for you. 

90% of customers read online reviews before visiting a business with Google continuing to be the most used and trusted review platform across all industries per a 2024 consumer survey by BrightLocal.

A robust collection of reviews not only attracts customers but it also signals to Google that you’re highly rated and actively doing business, which can improve your ranking in local search results.

Optimize Your Google Business Profile

You’ve claimed your business profile, that’s great! But please don’t stop there. A little extra effort can make a big difference on where you appear in local search results.

Complete Your Google Business Profile

An incomplete profile is a missed opportunity. Period. Ensure you’ve filled out every possible section accurately:

  • Business Name
  • Business Address
  • Phone Number
  • Website
  • Hours of Operation
  • Services Offered
  • Business Description (more on this in a bit)
  • Photos and Videos

Google loves a fully completed profile, but so do customers.

Review Your Google Business Category and Services

Choose a primary category that best describes your business and add secondary categories as needed. For example, if you’re a coffee shop, your primary category might be “Coffee Shop,” but you could add “Breakfast Restaurant” or “Bakery” to capture more searches.

Google needs help to understand what you do and match you with relevant search queries. So take the time to:

  • Select the most accurate primary category
  • Add additional relevant categories
  • List all your services in detail
  • Use specific, searchable service descriptions

Write a Keyword Rich Google Business Profile Description

Your business description is prime real estate. You want to sprinkle in keywords naturally, while explaining what makes your business special. 

Read the following two descriptions. Which one do you think has a higher Google-ability?

“Tex-Mex Restaurant”

Or 

“Authentic Tex-Mex restaurant in downtown Austin offering fresh, locally sourced ingredients”

 A well-written description will improve your searchability by helping Google understand:

  • What you do
  • Where you do it
  • What makes your business unique
  • Highlights your key services

Related Post: Why SEO is important to small businesses.

Use High Quality Images and Videos

The old adage “a picture is worth a thousand words” is more like 10K words in the modern online space. High quality photos of your storefront, products or services can significantly increase engagement.

In fact, businesses with photos receive 42% more requests for directions on Google Maps and 35% more clicks through to their websites than businesses that don’t post any at all.

Aim for at least 10 high-resolution visuals to represent your business accurately.

3 Easy Ways to Improve Your Local Business Visibility

1. Use Google Posts to Drive Engagement

Google Posts are a fantastic, free way to share updates, offers, and events directly on your profile. These posts:

  • Appear in local search results
  • Can include images, text and call-to-action buttons
  • Help keep your profile fresh and engaging
  • Provide another avenue to attract potential customers

Pro tip: use engaging visuals and include a call-to-action to increase engagement and clicks to your site.

2. Keep Your Google Business Profile Information Accurate and Up-to-Date

There’s nothing more frustrating to a customer than finding your posted hours are wrong or that you’ve moved locations.

Regularly review and update your profile to ensure:

  • Operating hours are current
  • Contact information is correct
  • Services and pricing are up-to-date
  • Seasonal changes are reflected

3. Ask for Google Reviews Strategically

Reviews are your digital word-of-mouth and here’s a few ways to encourage them without coming off as pushy:

After a Successful Transaction or Service

  • The best time to ask is immediately after a positive experience
  • Train your team to mention reviews during the checkout or service completion process

Send a Follow-up Text or Email with a Direct Review Link

  • Make it super easy for satisfied customers to leave a review
  • Include a clear, clickable link directly to your Google Business Profile review section
  • Personalize your request and express genuine appreciation

Respond to Google Reviews (Yes, Even the Negative Ones)

  • Responding to reviews shows professionalism and care
  • For positive reviews, thank the customer and highlight what they appreciated
  • For negative reviews, apologize, offer to make things right, and take the conversation offline

A Case Study in Getting More Google Reviews

Take inspiration from Atomic Athlete in Austin, TX which saw a 3x increase in review volume and are ranking #1 for a hot local search term by implementing a review request process.

We implemented a staff notification process at strategic points in a member’s attendance history. Staff were trained to naturally incorporate review requests into their customer interactions as well as providing a direct link to the Google Review page to ensure the process for the member was as frictionless as possible.

The key to this process was putting the customer’s needs first and making it super easy for them to leave the review.

Related Post: Customer Experience in local lead generation

Don’t make an ask of someone’s time and effort and then also expect them to go hunt down your Google Business Profile to leave a review. Make it easy peasy!

Improve Your Visibility on Google Search – the Easy Way

Google Ads for Local Businesses

While organic optimization is crucial, Google Ads can help ensure your business appears at the very top of local search results. Targeted Google Ads campaigns combined with your optimized GBP can help you:

  • Appear at the top of search results
  • Target specific local demographics
  • Control your advertising budget
  • Track and measure your efforts

As a dedicated Google Ads Manager, I specialize in helping local businesses like yours transform their online presence and turn Google searches into paying customers.

Book a FREE 30-Minute Consultation Today!

Final Thoughts

A Google Business Profile is more than just an online listing, optimize it, use it strategically, and watch your local business thrive.

When paired with Google Ads, it’s a one-two punch that makes your competitors wish they’d never underestimated their own profile.

So what are you waiting for? Go claim and polish that Google Business Profile – your next customer is already searching!