A family needs urgent help with a broken boiler or a care home is searching for a reliable maintenance contractor. What do they do? They grab their phone, type “repair services near me” into Google, and within seconds, a list of businesses appears. One of those businesses will get the call. If your company isn’t showing up in those local search results, you’re missing out on valuable leads.
Google Business Profile (GBP) is one of the most powerful free tools for boosting local visibility. A well-optimised profile can make the difference between winning a customer or losing them to a competitor. In this guide, we’ll show you how to fine-tune your profile so you rank higher, attract more leads, and grow your business.
Claim and Complete Your Profile
Before you can optimise, you need to claim and verify your Google Business Profile. Head to the GBP site and follow the steps. Verification usually involves Google sending a postcard with a code to your business address. It feels old-school, but it’s essential.
Once verified, fill out every single field. Missing details make your business look incomplete or unreliable. The more information you provide, the more Google rewards you. Include:
- Business Name: Match it to your website and branding.
- Address & Service Areas: List your physical location or define your service areas if you operate on-site.
- Phone Number: Use a local number to build trust.
- Website: Link to your homepage or booking page.
- Business Hours: Keep them updated, especially during holidays.
- Business Description: Write a clear, keyword-rich summary of your services.
- Categories: Choose relevant ones like “Care Provider,” “Building Services Contractor,” or “Maintenance Services.”
Use Keywords to Boost Visibility
Keywords matter for both Google and your customers. Instead of generic phrases, use natural, location-based keywords that reflect what people search for.
For example: “We provide fast, reliable boiler repairs in [City], ensuring your property stays warm and safe.”
Add keywords to:
- Your business description
- Services section
- Posts and updates
Pro tip: Check GBP insights to see what search terms people use to find you and adjust accordingly.
Leverage Customer Reviews
Reviews are a major ranking factor. The more genuine, positive reviews you have, the better your chances of appearing in local searches. They also build trust.
How to get more reviews:
- Ask satisfied customers after a job.
- Include a review link in invoices and emails.
- Add it to your website and social media.
How to respond:
- Positive reviews: “Thanks, [Name]! We’re glad we could help.”
- Negative reviews: Stay calm, acknowledge the issue, and offer to resolve it offline.
Keep Your Profile Active with Posts
Google likes active profiles, and so do customers. Use GBP posts to share:
- Seasonal tips (e.g., winter maintenance advice)
- Special offers or discounts
- Success stories
- Business updates like new services or holiday hours
Aim to post weekly to keep your profile fresh.
Add High-Quality Photos and Videos
Visuals build trust. Upload:
- Exterior and interior shots
- Team photos
- Before-and-after images of your work
- Short videos showcasing services or testimonials
Track Performance with GBP Insights
Your dashboard shows how customers find and interact with your business. Monitor:
- Search queries
- Customer actions (calls, website visits)
- Photo engagement
Use this data to refine your profile. If calls are low, make your phone number more prominent. If search terms don’t match your services, tweak your keywords.
Integrate GBP with Other Marketing Efforts
Don’t let your profile sit in isolation. Combine it with:
- SEO: Use GBP insights to guide website content.
- Google Ads: Target local customers with service ads.
- Social Media: Share GBP posts across platforms.
- Email Campaigns: Encourage reviews and promote offers.
Final Thoughts
Optimising your Google Business Profile is one of the simplest, most effective ways to attract local leads. Complete your profile, use relevant keywords, manage reviews, and keep content fresh. These steps improve your chances of ranking higher and getting more calls.
Local search rankings depend on proximity, relevance, and prominence. You can’t control where someone searches from, but you can maximise relevance and prominence through keywords, reviews, and engagement.
Put in the effort now, and your profile will work for you 24/7, bringing in leads while you focus on delivering great service.