Sick of watching your competitors pop up all over local search while your business is stuck on page who-knows-where? You’re not alone and you’re not out of options. Your Google Business Profile (GBP) might just be your most underused weapon. It’s fast to fix, free to update, and when done right, it’s a local lead magnet. Let’s show you how.
Why Your Google Business Profile Actually Matters
Let’s be real. When people search for what you do, they’re probably typing “[your service] near me.” If your GBP isn’t pulling its weight, you’re invisible. Think of it like your digital shopfront. If it’s empty, confusing, or outdated, people move on. But polish it up? Suddenly you’re the obvious choice.
Here’s how to get it working for you:
1. Nail the Basics: Complete Every Detail
This is the boring bit. But it’s also the bit that makes or breaks your visibility.
- Get your NAP right (Name, Address, Phone)—and keep it consistent across the internet. That includes spelling, punctuation, and even how your phone number is formatted.
- Link your website and booking tools. Don’t make people hunt.
- Pick the right category. Not just “consultant”, get specific. One HVAC business we worked with changed their category and started getting calls within days.
Quick tip on service areas:
If you’re a service-based business, choose postcodes instead of suburbs when setting your service area. Why? Postcodes give Google clearer boundaries to work with – no guessing, no overlap. Suburbs can be vague or even duplicated across regions. Postcodes keep things clean and help you rank in the right places. Sure, Google doesn’t show them publicly anymore, but in the backend? That data still helps shape where and when you show up.
2. Add Photos & Videos (Yes, Even if You’re Not “Visual”)
Photos aren’t just for cafés and beauty salons. They build trust, fast.
- Show your face. Your team, your van, your office—it all makes you feel real.
- Upload regularly. Hospitality or trades? Daily if you can. Professional services? Weekly team pics or behind-the-scenes shots work well.
- Boost your SEO by embedding geo-tags and keywords into your images. Tools like Local Viking can help.
Before-and-after pics, community events, or happy customer shots? Gold.
3. Ask for Reviews (And Respond Like a Human)
Reviews are your social proof. They’re the digital version of word-of-mouth—and they impact your ranking.
- Ask at the right moment. Just finished a job? Wrapped up a tax return? That’s your cue.
- Make it easy. Use QR codes in-store or SMS reminders with tools like HighLevel.
- Reply to every review. Especially the bad ones. Don’t panic—just respond quickly, be helpful, and move the convo offline if needed. Even a bad review can win you a new client if you handle it well.
Google notices when you’re active. So do your customers.
4. Post Updates Like You Mean It
Most businesses don’t touch this section. Which is wild, because it’s free real estate on the search results page.
- Post about anything timely. Think sales, new products, events, job highlights, or industry tips.
- Service-based business? Post about completed jobs with photos. It’s proof of life—and expertise.
- Plan ahead. Map out seasonal content a few months in advance. That way, you’re not scrambling for Easter posts on Easter morning.
Aim for a minimum of 1 post per week. However, 8–10 posts a month is a solid goal for most industries.
5. Use the Features Others Ignore
Want to stand out? Dive into the extras.
- Q&A Section: Seed it with real questions your clients ask. You don’t have to wait for someone to submit one.
- Bookings & Services: Add detailed services and link your appointment system. Make it frictionless.
- Track it. Add UTM parameters so you know exactly how many clicks and leads your GBP is generating. To see what I mean, click here to view our Google Business Profile, then click on the website from the Knowledge Panel. You will be taken back to our home page where you can see the UTM parameters in the address bar at the top of your browser.
It’s the little things that move the needle.
Bonus Tip: Make Sure Your Website & GBP Are Singing the Same Tune
If you say you do “property tax advice” on your GBP but there’s no mention of it on your site? That’s a red flag for both users and Google. Make sure your key services are covered in detail on your site. If it’s important enough to mention in your profile, it’s important enough for a page (or at least a solid section).
Bottom Line?
You don’t need to overhaul everything overnight. But if you chip away at these five areas, your Google Business Profile will stop collecting digital dust and start driving real results. Klarity Lab can help you cut through the noise and build a profile that pulls its weight.
Let’s map it out – your leads are out there. Time to get found.
About the Author: Brad Austin is the founder of Klarity Lab and brings over 25 years of experience in IT, digital strategy, and customer experience. Brad has worked with and led cross-functional teams in Australia, Luxembourg, India, Pakistan, and the Philippines. Before launching Klarity Lab, Brad was an innovation consultant with one of Australia’s big four banks and now helps businesses turn their websites into powerful growth tools.
