How to Attract More Visitors to the Google Business Profile

If you're a small business owner or a marketing manager, you already know the importance of getting local traffic. To turn your Google Business Profile (GBP) into a lead-generating tool, here's what you need to know. Let's break it down into bite-sized steps.

1. Complete Your Profile: Every Field Counts

Your Google Business Profile is your online storefront. If your profile is incomplete, you're basically locking your door during business hours. Fill out everything—business name, address, phone number, operating hours, website URL, services, and any other relevant details. The more complete your profile is, the better chance you have of being found by potential customers. And remember, 56% of actions taken on Google Business listings result in website visits. Don't leave that traffic on the table.

2. Choose the Right Categories: Don’t Overcomplicate It

Choosing the correct category for your business is like putting the right sign on your shop door. Pick the primary category that best describes your core business, whether it's "Plumbing," "Café," or "Hair Salon." Then, add a couple of secondary categories to catch other potential search terms. This helps Google show your business to the right people. If you're not specific, you'll miss out on targeted local searches.

3. Use Quality Photos: First Impressions Matter

People are visual creatures. High-quality photos of your business, products, or services make a big difference. A photo of your store’s exterior helps potential customers recognize your business when they’re driving by. A snapshot of your best-selling product or a behind-the-scenes look at your staff can also build trust and show off your personality. It's more than a pretty face—good visuals increase engagement and improve search rankings.

4. Encourage Reviews: Your Digital Word of Mouth

Ever checked out reviews before picking a restaurant or hiring a contractor? Your customers do the same. Reviews are digital word of mouth. The more reviews, the better. But remember, you don't need to ask for glowing praise. Simply ask happy customers to share their experiences. And don’t forget to respond—good, bad, or neutral. People trust businesses that interact with their customers. Responding to reviews shows you're engaged and care about feedback.

5. Keep Posting: Show You’re Active

Google Posts are like little mini-ads or announcements you can place directly on your profile. Got a new product? Announce it. Running a limited-time offer? Let people know. These posts appear directly in search results when people look you up, so take advantage of them to drive traffic. They also keep your profile fresh and signal to Google that your business is active.

6. Monitor Insights: Learn From What’s Working

Google offers an “Insights” feature that lets you see how people are interacting with your profile. Are they clicking on your website? Asking for directions? Calling your business? These metrics help you understand what’s working and what needs tweaking. If most visitors are asking for directions but not calling, consider emphasizing your location more clearly or encouraging calls for bookings or inquiries.

7. Use Messaging: Don’t Let Potential Leads Slip Away

With Google’s messaging feature, customers can ask questions directly from your profile. Think of it as a direct line of communication. Let’s say a customer wants to know if your restaurant is dog-friendly. Instead of leaving the page to call, they can just shoot you a quick message. Enabling this feature can turn inquiries into bookings. But keep in mind, quick responses are key—don’t leave those messages hanging.

8. Keep Your Info Current: Accuracy is Key

Nothing turns away customers faster than outdated info. If your hours change or you’re offering new services, update them on your profile. This seems basic, but it’s critical. Google likes accurate and fresh information, and so do customers. You wouldn’t want someone showing up to your shop only to find out you’re closed, right?

9. Highlight Your Products and Services

Listing your products and services on your profile can increase customer interest. If you run a plumbing business, listing services like “leak repair” or “water heater installation” helps customers know exactly what you offer. Being specific and concise in these descriptions will make it easier for potential customers to see if you fit their needs.

10. Link Menus or Booking Tools

If you're a restaurant or service provider, linking directly to your menu or booking tool makes it super easy for customers to take action. For restaurants, having a digital menu linked right in your profile can save people time and help them make a decision faster. For other businesses, linking to a booking platform ensures potential customers can schedule appointments without hassle.

11. Leverage Google’s Special Attributes

Google allows you to add special attributes to your profile, like whether you’re wheelchair accessible, offer free Wi-Fi, or have online booking. Use these attributes to highlight features that set your business apart or are important to your customers. These details can help sway potential customers who are looking for specific conveniences.

12. Add Local Keywords: Keep It Natural

Keywords help search engines match your profile to customer queries. But don’t go overboard with technical SEO. If you run a local bakery in Chicago, mentioning that you’re a “Chicago-based bakery specializing in organic pastries” works naturally in your business description. The key is to think about what your customers are searching for and include those terms without cramming them unnaturally into your profile.

13. Stay Consistent Across Platforms

Your business info—name, address, phone number—should be consistent across all online platforms, whether that’s your website, Facebook page, or GBP. Inconsistent information can confuse search engines and customers. It’s a simple step that goes a long way in improving your visibility and credibility.

Wrapping Up

Attracting more visitors to your Google Business Profile isn’t rocket science, but it does take consistent effort. Completing your profile, adding engaging photos, and keeping information accurate are easy wins that can drive traffic. Responding to reviews and using Google Posts will help you connect with customers, while tools like messaging and appointment booking make it easy for potential leads to reach out.

By following these tips, your Google Business Profile will become a powerful tool for growing your local presence and attracting new customers.

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