We’ve seen a lot of changes in marketing, but one thing remains the most important tool for a local business: your Google Business Profile.
Let’s be honest. When you need a plumber, a restaurant, or a dry cleaner, where do you go first? You pull out your phone and search on Google. What pops up is that little box on the side of the search results, or the map, showing you a few businesses nearby.
That little box is your Google Business Profile (or GBP). Think of it like your digital front door. But a lot of businesses have left that door unlocked, unpainted, and with a broken sign. The result? Customers walk right by.
I’m here to tell you that an unoptimized, forgotten Google listing is costing you real money. I’m not talking about some small amount. It could be hundreds or thousands of dollars in missed calls and lost business every month. Today, I want to show you exactly how that happens and what you can do about it.
What is a Google Business Profile, Anyway?
Before we get into the problems, let’s make sure we’re on the same page. Your Google Business Profile is a free tool from Google that lets you manage how your business shows up on Google Search and Google Maps. It’s where people find your address, phone number, hours, website, photos, and reviews.
If you haven’t claimed yours, or if you claimed it years ago and forgot about it, you are losing business. In fact, a recent study found that 84% of consumers use Google Maps to find local businesses. If your listing is not up to date, you’re invisible to almost everyone.
1. Are Missing Phone Numbers and Website Links a Big Problem?
Imagine a potential customer finds your business. They’re ready to call you right now. They click the “Call” button on your Google listing, but… it doesn’t work. The phone number is old, or the link to your website is broken.
This is more common than you think. A surprising stat is that 65% of small businesses have a phone number on their GBP that is not clickable on a mobile device. That’s just a small technical error that can lose you over half of your potential calls.
When that happens, what does the customer do? They don’t try to find your number another way. They just hit the “back” button and click on your competitor’s link. That’s a direct, measurable loss of business. You have to make it as easy as possible for people to contact you.
2. How Do Outdated Business Hours Lose You Customers?
This is probably the most relatable mistake a business can make. We’ve all done it: we’ve driven all the way to a store only to find the doors locked and a sign that says, “Closed.” When that happens, where do you look first? The hours on the Google listing.
If your hours are wrong—maybe you closed early for the holidays or you’ve recently changed your Saturday schedule—you’re going to get an angry customer. And an angry customer is not coming back.
According to a study from a few years ago, over 80% of customers get annoyed when they find inaccurate business hours online. It’s a simple, simple fix that makes a huge difference. You have to keep your hours updated, especially for holidays and special events.
3. What’s the Big Deal About Your Business Description?
Think of your GBP as your digital storefront. The business description is like a little sign that tells people what you do. If that sign is blank, or if it says something generic like “We sell stuff,” why should a customer choose you?
Your business description is your chance to tell people what makes you special. Do you specialize in organic coffee? Are you the only 24-hour plumber in town? This is where you put that information. You should also make sure your business description has keywords that people would search for, like “plumber,” “air conditioning repair,” or “dog walker near me.” The more descriptive you are, the more likely you are to show up in a search.
4. Why Are Photos and Videos So Important for Your Listing?
People are visual. When you’re searching for a restaurant, you want to see what the food looks like. When you’re looking for a salon, you want to see photos of the haircuts. Photos and videos are the best way to show people who you are and what you do.
And the stats prove it. Businesses with photos on their GBP get 42% more requests for driving directions and 35% more clicks to their websites than businesses without photos.
Even more, a study from a few years back found that the average Google My Business listing has only 11 photos. That’s a really low number, which means it’s a huge opportunity for you to get ahead. You should be adding photos every week, not just once a year. This is also a perfect place for short, helpful videos that show off your work. We specialize in video marketing, and we can help you create content that makes your listing pop.
5. How Do Bad Reviews and No Reviews Hurt Your Business?
Reviews are the most powerful part of your Google Business Profile. They are a form of social proof. In fact, a recent BrightLocal study found that 94% of consumers say a negative review has convinced them to avoid a business.
But what’s a bad review? A bad review is not always an opinion. Sometimes it’s a flat-out lie from a fake customer. These defamatory reviews can do serious damage, and they are illegal. You have a right to get them removed.
Even if you have no reviews, that’s a problem, too. People see a business with zero reviews and think, “Is this business even real?” You need to be actively encouraging customers to leave reviews. This is a huge part of our reputation management and review removal services.
6. Why Should You Post Updates and Respond to Reviews?
Your Google Business Profile isn’t a “set it and forget it” tool. It’s a living part of your business. Google wants to see that you’re active and engaged. When you post updates, like a new promotion, a special event, or a new product, you’re signaling to Google that your business is alive and well.
Responding to reviews is even more important. When you respond to both good and bad reviews, you’re showing potential customers that you care. According to BrightLocal, 89% of consumers are likely to use a business that responds to all of its reviews. It’s a huge trust builder.
What Can You Do Right Now to Fix Your Google Business Profile?
The good news is that none of these problems are impossible to fix. You just need a plan. And a little help.
At Business Solutions Marketing Group, we believe that your Google Business Profile is the most valuable piece of digital real estate you own. We’ve been helping small businesses with these exact problems for over a decade. We can help you:
- Make sure your phone number is correct and clickable.
- Get a steady stream of new, positive reviews.
- Remove defamatory lies from your profile.
- Post regular updates and high-quality photos.
- And much, much more.
Don’t let your unoptimized Google Business Profile continue to cost you customers. You’ve worked too hard to let a broken digital front door turn people away.
Key Takeaways from an Expert
- Your GBP is your digital front door. An unoptimized profile is costing you customers every day.
- Simple mistakes are costly. A wrong phone number or outdated hours will send a customer straight to your competitor.
- Photos and videos are a must. They build trust and get more clicks.
- Reviews are a powerful tool. You need to be actively getting new ones and responding to old ones.
- Be a living, breathing business. Post updates and new content to show Google you’re open for business.
For more information on how we can optimize your Google Business Profile and get you more customers, visit us at https://businesssolutionsmarketinggroup.com/services/google-business-listing-optimization/.
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