Is Your Business on Google’s Guest List? Why Every Small Business Should Have a Google Business Profile!

Let’s talk about something that I genuinely think every eligible small business should have, but something that still surprises me how many haven’t got around to setting up…

A Google Business Profile!

Now, before you roll your eyes and think, “Oh, another thing I need to do!”, hear me out.

You’ve probably spent time and money getting your business name, branding, website and social media looking just right. You’ve worked hard to build your business, attract customers and get your name out there.

But have you thought about what happens when somebody who has never heard of you searches Google for the exact service you provide?

Do you appear?

Can they find your contact details?

See what you offer?

Read what previous customers think about you?

If the answer is no, you could be missing out on some really valuable opportunities.

Let’s look at why!

1. It’s FREE advertising. Yes, really!

One of the biggest advantages of a Google Business Profile is that it’s free to create and manage.

It allows you to control how your business information appears across Google Search and Google Maps.

You can showcase:

• Your business name and description.

• Your website address.

• Your telephone number and contact details.

• Your location or the areas you cover.

• Your opening hours.

• Your products and services.

• Photographs of your work, premises or products.

• Branding

• Customer reviews.

• Business updates and posts.

Think of it as another little shop window for your business, except this one is online and potentially visible to people actively looking for what you offer.

And unlike a social media post that might disappear down someone’s feed within a few hours, your profile can continue helping people discover you.

2. Get found on Google and Google Maps

This is where things get interesting!

Imagine somebody searches:

“Landscaper near me”

“Wedding stylist in Kent”

“Hairdresser in Sittingbourne”

“Website designer near me”

Google will use various signals to decide which local businesses to show.

A Google Business Profile helps Google understand who you are, what you do and where you operate.

You may appear in the local results, including the map listings that often appear alongside or above traditional website results.

This is particularly valuable for small businesses competing with larger companies.

You don’t necessarily need a huge advertising budget to start building your local online presence.

Of course, having a profile doesn’t guarantee that you’ll appear at the top. Google considers relevance, distance and prominence when deciding local rankings.

But having a complete, accurate and verified profile gives you a much better starting point.

3. Let’s talk about SEO (without making your head hurt!)

SEO stands for Search Engine Optimisation.

In simple terms, it’s about helping search engines understand your website and making it easier for the right people to find you when they’re searching online.

For example, if you’re a roofing company in Kent, you want Google to understand that you provide roofing services and that you operate in the areas you cover.

Your website plays a big part in this, but your Google Business Profile also contributes to your local online presence.

The more accurate and useful information you provide, the easier it is for Google to understand your business.

Your business categories, services, location, website information and customer reviews all help build a clearer picture.

Think of your website and Google Business Profile as a team.

Your website provides the more detailed information about your business, while your Google Business Profile gives people a quick way to discover you, find your contact details and take the next step.

One doesn’t replace the other. They work together!

4. Customer reviews – don’t underestimate these!

This is a BIG one.

How often have you looked at Google reviews before choosing a business, booking a service or making a purchase?

I know I have!

Reviews are incredibly valuable because they give potential customers an insight into other people’s experiences.

They help build:

• Trust and credibility.

• Confidence in your services.

• Social proof that real people have used your business.

• Reassurance for customers who haven’t dealt with you before.

• A better first impression.

And here’s something important: Google also considers review information as part of local prominence.

That means reviews can contribute to your local search visibility, too.

So, if you’ve completed a job, delivered a service or had a lovely customer experience, don’t be afraid to ask for a review.

You could simply send a friendly follow-up message with your Google review link.

And please, respond to them!

A simple thank you shows that you appreciate people taking the time to leave feedback.

Even if you receive a negative review, responding professionally and constructively can demonstrate that you take customer service seriously.

A little tip: Never buy reviews, write fake ones or offer incentives in exchange for positive feedback. Keep them genuine. Your reputation is worth far more.

5. It makes your business look more professional

Let’s be honest, first impressions count.

When someone searches for your business and sees a well-presented Google profile with your logo, photographs, business information, website link and customer reviews, it creates a much more complete picture.

It shows that you’re established, active and taking your business seriously.

Compare that with somebody searching for your business and finding very little information, outdated details or nothing at all.

Which business would you feel more confident contacting?

Your profile is another opportunity to reinforce your branding and make your business recognisable.

And yes, that means using your logo, good-quality photographs and consistent business information!

6. Show people what you actually do

Don’t just create your profile and leave it gathering digital dust!

You can use it to showcase your work and give potential customers a better idea of what you offer.

Add:

• Photographs of completed projects.

• Before-and-after pictures.

• New products or services.

• Examples of your work.

• Business announcements.

• Seasonal updates.

• Special opening hours.

• News and relevant offers.

For tradespeople, designers, salons, retailers, wedding suppliers and service providers, photographs can be particularly useful.

People love seeing what they’re potentially investing in before they make contact.

It’s another opportunity to show off what you do best!

7. Make it easier for customers to contact you

A good Google Business Profile removes some of the legwork for potential customers.

They can quickly:

• Visit your website.

• Call your business.

• Find directions to your premises, where applicable.

• Check your opening hours.

• See your services.

• Read customer reviews.

• Find out whether you cover their area.

The fewer obstacles between somebody finding you and contacting you, the better.

You want to make it EASY for people to choose you.

8. See how people are finding you

Another useful feature is the performance information available through your profile.

Depending on the reporting available, you can gain insights into how people discover your business and what actions they take.

You can learn more about things such as:

• The search terms people use to find you.

• How many people view your profile.

• Website clicks.

• Calls.

• Direction requests.

This can help you understand what is working and where you might need to improve your online presence.

It’s always useful to have a little insight into what potential customers are doing!

9. So, are there any downsides?

Oh, absolutely. And I’m not going to pretend setting one up is always a walk in the park!

As much as I recommend having a Google Business Profile, I also know how frustrating they can be.

The verification process can be a right faff!

Google needs to establish that you’re genuinely authorised to represent the business. Depending on the business and circumstances, verification methods can include video verification, phone, email or other options provided by Google.

And this is where things can become frustrating.

You need to get the details right, provide the information requested and follow the instructions carefully.

Sometimes verification fails. Sometimes a profile gets suspended or an edit is rejected. Sometimes you’re left wondering what on earth you’ve done wrong!

And getting help?

Well, trying to speak to an actual human being when something goes wrong can feel like a full-time job in itself!

You can end up going around in circles with help pages, forms and support requests, desperately hoping somebody will look at your particular problem.

A few things worth getting right from the start:

• Use your genuine business name, not a list of keywords stuffed into it.

• Choose the correct primary business category.

• Make sure your address or service area is accurate.

• Use consistent business details across your website and other platforms.

• Only create one profile per eligible business location.

• Follow Google’s verification instructions carefully.

• Make sure your business meets Google’s eligibility requirements.

It’s also worth knowing that service-area businesses, such as tradespeople who travel to customers, can have profiles without publicly displaying their home address, provided they meet Google’s guidelines.

And don’t forget to keep your information up to date!

10. Is it worth the hassle?

In my opinion? Absolutely!

Yes, Google can be frustrating. Yes, verification can be a headache. And yes, sometimes you might want to throw your computer out of the window when you’re trying to resolve an issue!

But the benefits are too good to ignore.

It’s another opportunity to get your business in front of potential customers, build trust, collect reviews, improve your local visibility and direct people towards your website.

And for something that is free to use, I genuinely think it’s one of the most worthwhile things you can do for your business.

My advice? Don’t just create one. USE IT!

A Google Business Profile shouldn’t be something you set up once and forget about.

Keep your details current. Add photographs. Share updates. Encourage genuine customer reviews. Respond to feedback and make sure your website and profile are working together.

Your website, social media and Google presence should all be supporting one another.

And remember, you could have the most wonderful business, provide the best service and have the happiest customers, but if people can’t find you, you’re making life harder for yourself!

Give your business every opportunity to be seen. You’ve worked hard enough to build it!

Need a little help getting your online presence working harder?

At The Design Witch, I don’t just design websites and branding. I also love helping small businesses understand how to make the most of the tools available to them.

From websites and SEO to making sure your Google presence is doing its bit, I’m here to help you get your business noticed.

Because looking good is lovely, but being FOUND is even better!

Claire x