If you’ve ever looked up a business on Google and found outdated info, missing photos, or zero reviews, you probably moved on pretty quickly.
Now think about your own business. What are people seeing when they search for you?
Your Google Business Profile is one of the easiest things to update, and it can have a big impact. It helps people find you, learn about you, and decide if they want to call, visit, or trust your brand. But it only works if it’s actually set up and maintained.
Let’s talk about how to make your profile worth clicking on.
Why Your Profile Actually Matters
When someone searches for your business name or even what you do, your profile shows up right next to the search results.
It’s your chance to make a strong first impression before anyone visits your website.
If your hours are wrong, your photos are from 2016, or no one has left a review in months, people will look elsewhere.
A strong profile can help you get more calls, more clicks, and more customers walking through the door.
And yes, it even helps your local SEO. Learn more about how Google reviews impact SEO ranking.
How to Claim and Verify It
If you haven’t claimed your profile yet, start there.
Go to Google Business Profile, log in, and search for your business.
If it already exists, request ownership.
If it doesn’t, you can create a new listing.
Once you fill in the basics, Google will ask you to verify your business.
Usually, this means they’ll send a postcard with a code to your business address.
Sometimes you can verify by phone, email, or even video.
The process might seem tedious, but it’s worth it.
Verification proves your business is real, which improves both your credibility and your rankings.
Don’t Half-Fill the Profile
Once it’s verified, complete every section carefully.
Use your actual business name. Avoid stuffing it with keywords.
That can look spammy and hurt your credibility.
Choose the right category, and if you do more than one thing, add secondary categories.
For example, a salon that also offers spa services should list both.
Add accurate contact info, current hours, and a detailed description.
Use natural language and include search terms your customers might use.
If you’re not sure which ones matter most, tools like Google autocomplete can help.
If you serve customers in a specific area rather than at a storefront, set your service area so Google connects you with the right local searches.
Show People What They Can Expect
Photos make a huge difference.
If you’ve only uploaded your logo, you’re missing an opportunity to connect.
Add clear, recent photos of your team, workspace, or products.
Videos work too. A short clip walking through your space makes your business feel real.
Avoid stock photos. People can spot them instantly.
They want to see you and what they can actually expect.
Reviews Are Not Optional
Reviews are one of the most powerful parts of your profile.
They affect your ranking, credibility, and whether someone decides to contact you.
After a purchase or service, send a quick thank-you message and ask for a review.
Include a direct link so customers can post easily.
Respond to every review, both positive and negative.
When you reply with empathy and professionalism, it shows you care.
If you’re dealing with false or spammy reviews, learn how to remove fake Google reviews.
Use Google Posts and the Q and A
Most business owners ignore these sections, but they can help you stand out.
Use Google Posts to share updates, events, or special offers.
These posts appear directly in your listing and keep your profile fresh.
The Q and A section is another chance to engage.
People can ask questions and anyone can answer, so it’s smart to jump in early.
Add your own FAQs and reply to new ones. It shows you’re active and trustworthy.
If you want to go deeper, check out our guide on how to optimize your Facebook page for similar engagement strategies.
Watch the Data and Adjust
Google provides free insights in your business dashboard.
Use them to see how customers find you and what actions they take.
You can track how many people request directions, call you, or visit your website.
If you get lots of views but few clicks, update your photos or description.
If customers are searching for services you don’t mention, add them.
Data helps you make small improvements that add up over time.
This is part of smart online review management and reputation building.
Keep It Fresh
The biggest mistake business owners make is neglecting their profile.
Even if it looked great a year ago, it might not reflect your business today.
Update your hours with each season.
Add new photos every few months.
Post updates or answer new questions regularly.
These small changes signal to both Google and your customers that your business is active and reliable.
Your Google Business Profile is not a one-time setup.
It’s a living part of your online presence, just like your website or social media.
Final Thoughts
Your Google Business Profile is a free and powerful marketing tool.
If you treat it like a one-time listing, you’re leaving potential customers on the table.
But if you keep it updated, add new content, and stay engaged, it can become one of your best drivers of growth.
People are already searching for what you offer.
The question is whether they can find you—and if they do, what they see when they get there.
For more help improving your business reputation, explore our full guide on how to get more positive online reviews.