Google Business Profile Optimisation: Treat It Like Your Shopfront Window Online

Google Business Profile Optimisation: Treat It Like Your Shopfront Window Online

If your website is your 24/7 salesperson, your Google Business Profile is the shopfront window on the busiest street in town.

People might not step inside yet (click your website), but they’re already deciding:

• Do you look trustworthy?
• Are you open?
• Do you do what they need?
• Are you better than the other options on the street?

This is where Google Business Profile optimisation (formerly Google My Business) comes in. Done properly, it helps you appear in local search and on Google Maps when people nearby are ready to buy – not just browsing.

In this guide, we’ll walk through how to treat your profile like a proper shopfront window: clean, clear, inviting, and doing half the selling before anyone even steps through the door.

Why Your Google Business Profile Matters More Than You Think

Imagine walking down a high street where:

• One shop has clear signage, opening hours, photos of their work, and friendly reviews in the window.
• The next shop has a faded sign, no opening times, and dusty shelves.

Which one are you walking into?

On Google, that decision takes seconds. Your Google Business Profile is often what people see before they ever reach your website. For service-based and local businesses in the UK – trades, clinics, salons, accountants, restaurants – it can be the difference between:

• Getting the call, booking, or visit
• Or being totally ignored

And the best bit? Most of your competitors are doing this badly. A bit of consistent effort can put you miles ahead.

Step 1: Claim and Verify – Putting Your Name Over the Door

Before you can dress your shopfront, you need the keys.

Claim your profile

1. Go to https://www.google.com/business
2. Sign in with a Google account (ideally a business one, not your personal Gmail)
3. Search for your business name
4. If it appears, claim it. If not, create a new listing.

Verify your business

Google usually sends a postcard with a code to your address (sometimes phone or email options appear). It’s a bit old-school, but it’s how Google checks you’re real and actually based where you say you are.

Until you verify, you’re basically operating with the lights off. You need verification to:

• Edit key details
• Respond to reviews
• See proper insights

Step 2: Get the Basics Perfect – Your Online Sign, Address and Opening Hours

Think of this as your sign above the door and the information on your front window.

Business name: use your real-world name

Use the name you use on your signage, invoices, and website. Don’t stuff it with keywords like:

“Smith Plumbing – 24/7 Plumber Bristol Emergency Boiler Repair”

Google doesn’t like it, and it looks spammy. Stick to:

“Smith Plumbing”

You can show what you do in other fields.

Address and service area

• If customers visit you (clinic, salon, shop): show your full address.
• If you go to customers (plumber, electrician, cleaner): you can hide your exact address and set a service area instead.

Make sure your address details match your website and any online directories (this consistency helps local SEO).

Opening hours: don’t guess

Keep them accurate and update them for bank holidays and seasonal changes.

Nothing annoys people more than:

“Says open on Google, but they’re shut.”

Google even lets you add special hours (e.g. Christmas, Easter, local events) – use this to avoid confusion.

Step 3: Categories – Telling Google Which Street You’re On

Categories are like telling Google which part of town your shop belongs in.

Choose a primary category

Your primary category is the main thing you do. Be specific:

• Instead of: Consultant
• Use: Marketing consultant, Business management consultant, Financial consultant – whichever fits best

Examples:

• Electrician in Leeds → Electrician
• Private GP in Manchester → Medical clinic or Doctor
• Hair salon in Brighton → Hairdresser

Add relevant secondary categories

You can add more categories that genuinely apply. For example:

A dental practice might use:

• Primary: Dentist
• Secondary: Cosmetic dentist, Emergency dental service

Don’t add categories just because they’re popular – it’s like claiming to be a bakery when you only sell coffee.

Step 4: Your Description – A Short Pitch in the Window

Your business description is your 30-second pitch. Keep it human, not robotic.

Aim for 2–3 short paragraphs, covering:

• Who you are
• What you offer
• Who you serve
• Where you work
• Why people choose you

Example for a local electrician in Birmingham:

“We’re a family-run team of electricians based in Birmingham, helping homeowners and small businesses with safe, reliable electrical work. From rewires and consumer unit upgrades to emergency callouts, we cover Birmingham and surrounding areas. We’re NICEIC approved, tidy, and always explain things in plain English so you know exactly what’s happening in your home or premises.”

Avoid keyword stuffing. Write like you’d talk to a customer on the phone.

Step 5: Photos – Dressing Your Window, Not a Dusty Noticeboard

People often decide who to contact based purely on photos. No photos, or poor ones, feel like a dark, empty shop.

What photos you need

Aim for:

• Logo – clear, not pixelated
• Cover photo – something that represents your business (storefront, your team, your best work)
• Exterior photos – so people can recognise you from the street
• Interior photos – clean, welcoming space if you have a premises
• Team photos – faces build trust
• Work-in-progress / before-and-after – brilliant for trades, salons, clinics

Simple photo tips (no fancy camera needed)

• Take photos in daylight if possible
• Avoid cluttered backgrounds
• Show real work, not just stock images
• Update regularly (monthly is ideal)

Think: Would I feel comfortable visiting or calling this business based on these photos?

Step 6: Reviews – Your Online Word-of-Mouth

Reviews on your Google Business Profile are like overhearing customers recommending you in the street.

How to get more good reviews (without being pushy)

1. Ask at the right time – just after a job well done or a successful appointment.
2. Make it easy – send a direct review link by email, text, or WhatsApp.
3. Be specific – ask things like:
   • “If you found us easy to deal with, would you mind mentioning that in your review?”
   • “If you’re happy with how the treatment went, a quick Google review really helps us.”

Always reply to reviews

• Positive reviews – thank them, mention something personal if you can.
• Negative reviews – stay calm, be polite, and try to move the detailed discussion offline.

Example response to a bad review:

“Thanks for your feedback, John. We’re sorry your experience didn’t match our usual standards. This isn’t what we aim for. Please give us a call on 01234 567890 or email info@business.co.uk so we can look into what happened and put it right.”

Google sees active review management as a sign of a real, cared-for business.

Step 7: Posts – Little Notices in Your Window

Google Posts are like the posters or chalkboard outside your shop. They show:

• What’s new
• What’s on offer
• What events or updates people should know about

Types of posts you can use:

• Updates – changes to services, new team members, new locations
• Offers – discounts, seasonal packages
• Events – workshops, open days, webinars
• Products/Services – highlight a key service with pricing and details

Post ideas for service businesses:

• Plumber: “Now offering boiler servicing plans from £X/month – keep your home warm and safe.”
• Clinic: “Flu jabs now available – book your appointment online.”
• Salon: “New colour specialist joining the team – limited introductory slots this month.”

Aim for 1–2 posts a week. Keep them short, clear, and always include a call-to-action like “Call now”, “Book online”, or “Learn more”.

Step 8: Services & Products – Your Menu in the Window

Many service businesses skip this bit – which is a missed opportunity.

Use the Services or Products section to clearly list what you offer, with simple descriptions and, where possible, pricing or price ranges.

Example for a bookkeeping service:

• Monthly bookkeeping
  • “We handle your monthly bookkeeping, reconciliations, and basic reporting so you can focus on running your business.”
• VAT returns
  • “Accurate VAT returns submitted on time, with clear explanations and support.”

This helps customers quickly see if you’re a good fit, and gives Google more context about what you actually do.

Step 9: Keep It Fresh – Dusting the Shelves Regularly

Google loves signs of life.

Treat your Google Business Profile like a living part of your marketing, not a one-off task.

Monthly check-in checklist

Once a month, spend 15–20 minutes to:

• Check your opening hours are still correct
• Add 3–5 new photos
• Post at least one Google Post
• Reply to all new reviews
• Add any new services or adjust prices if needed

This small, regular effort is like keeping your shop clean, well-lit, and welcoming. It signals to both Google and humans that you’re active and reliable.

A Quick Word on Spammy Tactics (And Why to Avoid Them)

You might see competitors doing things like:

• Stuffing their name with keywords
• Pretending to have extra locations they don’t really have
• Using fake reviews

It can work for a short while, but Google is increasingly good at spotting this. When they do, penalties can be harsh – including suspending your listing.

Build your profile like you’d build your reputation in your local community: honestly, consistently, and with real value.

How Your Profile and Website Work Together

Your Google Business Profile is the shopfront. Your website is the shop floor and sales team.

They should feel connected:

• Same branding, colours, and tone of voice
• Same services and messaging
• Clear path from your profile to a helpful, easy-to-use website

If your profile looks great but your website is slow, confusing, or outdated, you’ll still lose enquiries. They work as a pair.

If you’d like to go deeper, we also help clients with broader SEO, content planning, and technical foundations that support better local rankings.

Want Your Google Business Profile to Actually Bring in Customers?

Most SMEs set up their profile once and forget it. The ones who treat it like a real shopfront – clean, clear, and regularly updated – quietly win more of the best local customers.

At Los Webos, we build fast, SEO-friendly websites and help service-based businesses get the most from tools like Google Business Profile, so your online presence works as hard as you do.

If you’d like:

• Your business to show up more often in local search and on Google Maps
• A profile that actually generates calls, bookings, and visits
• A website that backs it up with a smooth, professional experience

…let’s talk.

Get in touch with Los Webos today and we’ll review your current online shopfront – website and Google Business Profile – and show you exactly what to fix first for better local results.