Last Updated on 1 day by EMMark_Admin
Table of Contents
Introduction
For many small service-based businesses, a Google Business profile feels like something you should have, but if you’re honest with yourself, it’s probably not something you know how to use to its full potential.
You set it up, add your details, upload some photos, feel pleased you’ve ticked another job off your never-ending marketing to-do list and then keep your fingers crossed the enquiries will come in.
But adding your details is only the beginning!
One of the biggest frustrations I see is businesses with a Google Business profile not getting the leads they hoped for. And it’s not because Google “isn’t working.” It’s because their profile isn’t fully optimised, it doesn’t encourage potential customers to take the next step, or the next step isn’t easy.
The good news is there are some easy ways to fix this.
Fully optimise your profile
A Google Business profile isn’t something you set up once and then never return to.
Just like your website and social media, your Google Business profile needs regular updates.
Regular updates show both Google and your potential customers that your account is active. The more information you enter, the more helpful your profile is for potential customers.
If you haven’t checked your profile in a while, something might be out of date, missing, or not working as well as it should.
How to fix it
First up, make sure you’ve filled out as many details as you can. The service areas section is one of the most overlooked areas I see, but it’s so important. You can list up to 20 service areas, so include as many as make sense for your business.
Adding new photos, sharing posts, and asking for customer reviews (and replying to them) shows your business is active and engaged. An active profile is more likely to appear in local searches.
Make it clear what you do
Sometimes the issue isn’t about being seen but being seen by the right people.
When someone visits your Google Business profile, they should quickly understand what your business offers.
If your category isn’t quite right, your description is unclear, or your services aren’t listed, people will likely move on to look for a business that better explains what they do.
How to fix it
Decide what you want to be found for, and make sure your profile clearly explains who you help and what you offer. Clear information is better than beautifully crafted, wordy descriptions that don’t tell the reader what they need to know.
Your category, services, photos, and website should all be clear and support the same message.
Build trust
A handful of reviews, old photos, missing details, or inconsistent information can leave viewers questioning how established you are or whether you’re even still in business.
Trust is especially important for service-based businesses. People don’t just want a service; they want a reliable, professional service from a business that is easy to deal with, presents itself well, and cares.
How to fix it
Ask clients for reviews regularly as proof of the service you provide. Regularly check that your opening hours, phone number, website link, and service areas are up to date. These small details really matter.
Focus on winning the customer
Many businesses focus on ranking higher or getting more views, but forget the real goal is to be chosen by the customer.
When someone visits your profile and then most likely your website, they need to feel confident enough to take the next step and contact you. That comes down to clarity, trust, and consistency.
How to fix it
Make sure your profile and website both clearly explain what you do and who you work with at the top of the page. Then make it easy for visitors to see how to take the next step and contact you.
Your Google profile and website should feel like they belong to the same business with the same clear message. Consistency matters.
Look at your profile and website as a potential customer would (or, even better, have someone else review them and share their feedback with you).
- Is it clear what you do?
- Does your profile feel trustworthy?
- Is it easy to take the next step?
- Would you contact this business if you’d never heard of them before?
Make getting in touch easy
Your Google Business profile might get someone’s attention, but your website is often what helps them decide whether to get in touch. Your website is also probably where they will find out how to get in touch with you after leaving your Google profile to check you out further.
If people have to hunt around your website for your contact details, it makes things harder than they need to be and could mean they don’t get in touch with you at all.
How to fix it
Make the next step clear. Whether it’s calling, filling out a form, booking a consultation, or asking for a quote, it should be easy to find and simple to do.
Frequently asked questions
Why is my Google Business profile getting views but no enquiries?
Usually, it’s one or more of the following:
- The profile isn’t fully optimised
- The profile isn’t attracting the right people
- The profile doesn’t encourage potential customers to take the next step
- The next step isn’t easy
How often should I update my Google Business profile?
It’s a good idea to review it every month or whenever your services, hours, or contact details change. You can also keep it active in between by uploading new photos and posting to it with blog posts or event promotions.
Do reviews really make a difference?
Yes, reviews help build trust and can be one of the main reasons someone chooses your business over another.
Conclusion
If your Google Business profile isn’t getting leads, it could be down to your viewing numbers; completing your profile and regularly requesting reviews is essential to help with that.
But sometimes it’s not a visibility issue. If you’re getting views but not getting leads, this often comes down to a few key things:
- being clear
- being consistent
- building trust
- making it easy to enquire
If people are seeing your profile but you’re not getting leads, try asking, “What happens when people find me?” instead of just, “Why am I not showing up?”
That’s often where the real issue lies, but a few simple changes could make a big difference.
I help small service-based businesses simplify their marketing. If you’d like help setting up and managing your Google Business profile, drop me a message, and we can work on it together.
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