Google Business Profile Optimisation: Run Your Listing Like a Busy High-Street Stall
If your website is your 24/7 salesperson, your Google Business Profile is the market stall out on the pavement shouting, “We’re open, come on in!”
Most service-based businesses in the UK have a profile. Very few have actually done proper Google Business Profile optimisation. The result? Your listing is quietly sitting there like a half-empty stall at the back of the market, while your competitors grab all the footfall.
In this guide, we’ll show you how to turn your Google Business Profile into a busy, well-run high-street stall that:
- Shows up more often in local searches
- Attracts better quality enquiries
- Builds trust before people even click your website
All in plain English, with simple steps you can tackle in an afternoon.
Why Google Business Profile Matters More Than You Think
Imagine a busy Saturday market. People wander past, glance at the stalls, and only stop at the ones that look:
- Open and active
- Clearly labelled (“Fresh bread”, “Phone repairs”, “Dog grooming”)
- Trustworthy (prices visible, friendly stallholder, other people already buying)
Google Business Profile works exactly the same way.
When someone searches “plumber near me” or “accountant in Leeds”, Google often shows a map pack – those three listings with a map at the top of the page. That’s prime high-street space. If you’re not there, you’re basically down a side alley.
Good Google Business Profile optimisation gives you:
- More visibility in local search and Google Maps
- More calls, messages, and website clicks
- More trust before anyone even meets you
And unlike paid ads, it’s free – you just need to set it up and maintain it like you’d look after your shopfront.
Step 1: Treat Your Profile Like a Proper Shop Sign
Choose the right business name (no keyword stuffing)
Your business name on Google should be your real-world name, not “Bob’s Plumbing – Best 24/7 Emergency Plumber London Cheap”.
Adding lots of keywords might feel clever, but:
- It looks spammy to customers
- It goes against Google’s guidelines
- It can get your listing suspended
Do this instead:
- Use your trading name:
Bob’s Plumbing & Heating - Keep it consistent with your website, signage, and Companies House
Pick the most accurate category (and supporting ones)
Your main category is like the big sign above your stall. Get it wrong and the wrong people will stop by – or no one will.
Examples:
-
Main category: Plumber
Additional categories: Heating contractor, Bathroom fitter -
Main category: Accountant
Additional categories: Tax consultant, Bookkeeper -
Main category: Physiotherapist
Additional categories: Sports injury clinic, Massage therapist
Take 5 minutes to search for competitors and see which categories they use, then choose the ones that genuinely match your services.
Step 2: Make Your Profile Look “Open For Business”
Here’s where the busy-stall analogy really kicks in. If your listing looks half-empty, people assume you’re closed, too small, or not very good.
Fill out every basic detail
Make sure these are complete and consistent with your website:
- Business name
- Address (or service area if you travel to customers)
- Phone number
- Website URL
- Opening hours (including special hours for bank holidays)
- Services/description
Tip: Use the same format everywhere online (website, Facebook, directories). If your address appears in different ways across the web, Google gets confused.
Write a clear, human description
Think of your description as the short pitch you’d give if someone stopped at your stall and said, “So what do you do?”
Avoid jargon and fluff like “bespoke solutions” and “leveraging synergies”. Instead:
- Say who you help
- Say what you do
- Say where you work
- Mention what makes you different
Example for a London electrician:
We’re a friendly team of NICEIC-approved electricians based in Bromley, helping homeowners and small businesses across South East London with everything from emergency call-outs to full rewires. Same-day appointments often available and clear, upfront pricing.
Naturally weave in your main local phrases like Bromley electrician or South East London electrician, but don’t cram them.
Step 3: Photos – Your Stall Display (Not a Dusty Noticeboard)
Most small businesses treat photos like a tick-box exercise: upload a logo, maybe one blurry exterior shot, and call it a day.
Instead, think of photos as your stall display. People decide in seconds whether to stop or scroll.
What photos you actually need
Aim for a mix of:
- Exterior shots – So people recognise you from the street
- Interior shots – For clinics, salons, cafes, offices
- Team photos – Real faces build trust
- Work in progress – Boilers being installed, gardens being landscaped, treatments rooms prepared
- Before and after – Brilliant for trades, dentists, landscapers, cleaners
A simple monthly photo habit
Once a month, set a reminder:
- Take 5–10 quick photos while you’re working
- Upload the best 3–5 to your profile
- Add a short caption mentioning the service and area
Example caption:
New combi boiler installation for a family in Beeston, Leeds. Replaced an old system and improved energy efficiency. Get a free quote today.
You’re quietly telling Google, “We really do this service, in this area, for real people.” Over time, that helps you show up more for similar searches.
Step 4: Reviews – Turn Happy Customers into Your Sales Team
Reviews are like a queue at your stall. If people see others already buying, they feel safer stepping up.
How to get more reviews (without being awkward)
Most customers are happy to leave a review – they just need:
- A nudge
- A link that’s easy to click
- Simple instructions
Create a repeatable process:
- After completing a job or appointment, send a quick email or WhatsApp:
“Thanks again for choosing us. If you’re happy with the service, would you mind leaving us a quick Google review? It really helps a small business like ours. Here’s the link: [your review link]. Just a sentence or two is perfect.” - Add the review link to your email signature and invoices
- Train your team to ask in person at the right moment
Reply to every review (yes, even the awkward ones)
Responding to reviews shows:
- You’re active and you care
- You’re professional, even when things go wrong
For positive reviews:
- Thank them by name
- Mention the service
- Keep it warm but short
Thanks so much, Sarah. It was a pleasure helping with your bathroom refit. Don’t hesitate to get in touch if you need anything in future.
For negative reviews:
- Stay calm and polite
- Acknowledge their experience
- Invite them to contact you directly
Hi John, we’re really sorry to hear you were disappointed. This isn’t the level of service we aim for. Please could you call the office on [number] so we can look into what happened and put things right?
Potential customers aren’t looking for perfection – they’re looking for how you handle problems.
Step 5: Use Posts Like a Noticeboard Outside Your Shop
Google Posts are an underused gem. Think of them as the chalkboard outside your shop announcing today’s specials.
You can use posts to share:
- Offers and promotions
- Seasonal services (boiler services in autumn, tax returns in January)
- New services or locations
- Helpful tips and FAQs
A simple posting strategy
Once every 1–2 weeks, post something short and useful:
- 2–3 sentences
- One good photo
- A call to action (call, book, learn more)
Example for a physio clinic:
Struggling with back pain from working at home?
We’re offering a 30-minute posture assessment this month at our Bristol clinic. Call us to book your slot and get tailored advice.
Posts show Google your business is active and give customers more reasons to choose you over a competitor with a dead-looking profile.
Step 6: Keep Your Info Fresh – Like Rotating Stock on a Stall
An out-of-date profile is like a stall still advertising Christmas offers in March. It doesn’t inspire confidence.
Set a reminder every month to:
- Check opening hours (especially around bank holidays)
- Update services or prices if they’ve changed
- Add recent photos
- Respond to any new reviews
If you’re closed for a holiday or refurbishment, update your hours. Nothing annoys people more than turning up to a “closed” sign after Google said you were open.
Step 7: Track What’s Working (Without Getting Lost in Data)
You don’t need to become a data analyst, but a quick look at your Google Business Profile insights each month can tell you:
- How many people found you via search and maps
- How many called you directly from your listing
- How many visited your website
- What search phrases people used to find you
Use this to guide your marketing:
- If lots of people search “emergency plumber”, highlight that service more
- If calls spike after certain posts or offers, do more of that
You’re simply learning which parts of your stall people are crowding around.
Common Google Business Profile Mistakes to Avoid
A quick checklist of things that quietly hurt your visibility:
- Using a fake address or PO box
- Adding keywords to your business name
- Having different phone numbers all over the web
- Ignoring negative reviews
- Leaving your profile half-empty
- Never updating photos or posts
Fixing these alone can move you ahead of a lot of local competitors.
Turn Your Listing into a Lead-Generating Stall – With Help if You Need It
Done well, Google Business Profile optimisation can bring in a steady stream of local enquiries – even while you’re on the job, on site, or with clients.
But if you’re short on time or just don’t fancy wrestling with yet another Google dashboard, we can help.
At Los Webos, we build fast, search-friendly websites for UK SMEs and make sure your local presence – including Google Business Profile – is set up to actually bring you customers, not just clicks.
If you’d like:
- Your profile properly optimised and fully filled out
- A simple review process set up for you
- Your website and Google listing working together like a well-run high-street stall and shop behind it
Get in touch with Los Webos and let’s sort your local search presence out once and for all.
Need a hand with the rest of your SEO too? We can help with on-site SEO, content planning, and local search strategies that grow with your business – not just this month, but for the long haul.