More customers, more calls, more visits – thanks to Google Business Profile

Most owners of small and medium-sized businesses (cafés, garages, sports centres, service salons) take their first marketing steps with Facebook or leaflets. Yet it is Google Business Profile that most often decides whether a customer calls you or your competitor.

For many business owners a Google listing is “just a card in Google Maps”. In reality, a properly optimised profile can double the number of sign-ups – to sports classes, café visits or garage services – or send a customer straight to you. It is a genuine source of leads that keeps working even while you are busy serving customers.

How does Google Business Profile work?

Google Business Profile is a free tool from Google that lets you manage how your business appears in search and in Google Maps. In practice that means:

• Customers can see your address, opening hours and phone number.
• They can book an appointment, go through to your website or check the route to you.
• They can see other customers’ reviews – and it is usually reviews that settle the buying decision.

Research shows that 76% of people who search for a local business on Google visit it within 24 hours, and more than 28% of those searches end in a purchase.

5 key elements that will double your sign-ups through Google Business Profile

A complete, up-to-date profile

Do not leave fields empty. Google rewards businesses that supply full information – from opening hours to photographs and attributes (“parking”, “dog-friendly” and so on).

Customer reviews – your sales gold

Every review adds credibility. Research says that 90% of customers trust online reviews as much as recommendations from friends. So encourage your customers to leave reviews, consistently.

Regular updates and posts

Few people realise you can add posts to a Google Business Profile – just like on Facebook. News, promotions and events make your listing more appealing and more likely to be clicked.

Attractive photos and video

Businesses with professional photography get 42% more requests for directions and 35% more clicks through to their website.

Booking integration and CTAs

If your business runs on bookings – a café, a gym, a garage – let customers book straight from the listing. The fewer steps to get in touch, the better the chance of a booking.

Why do businesses underrate Google Business Profile?

Plenty of business owners do not appreciate it, because it looks to them like “just a formality”. Yet in their sectors customers look for services in Google, not on social media.

Which means that a half-finished listing quite literally kills conversion.

How to use Google Business Profile in your business

Google Business Profile works like a shop window – the first place potential customers check out what you offer. How can you make the most of it?

• Keep the information complete – fill in everything: opening hours, address, phone, link to your site. It adds credibility and makes it easier for customers to get in touch.
• Collect reviews and reply to them – reviews are one of the biggest influences on customer decisions. Active communication builds trust.
• Add photos and video – profiles with appealing visuals attract more attention and more clicks. Show your space, your team, your products or your work.
• Publish news and offers – promotions, events, new services: regular posts keep your profile alive and engaging.
• Use the booking features and CTAs – if your business runs on appointments or sign-ups, make it easy for customers to act straight from the listing.
• Adapt the content to the season – highlight whatever matters most in your offer right now (seasonal promotions, special events).

Google Business Profile is a tool that can genuinely double your sign-ups and customers – provided you use it deliberately. Many business owners know their Google listing matters, but have neither the time nor the know-how to run it. That is why at IVN we handle it end to end – we manage Google Business Profiles for restaurants, sports centres, garages and shops. We look after their visibility in Maps and search, their reviews, photos and regular updates, so that customers choose their business more often.

👉 Want your Google listing running at full tilt? Get in touch – we will show you how many customers you could gain within a month.

FAQ – frequently asked questions

• How much does running a Google Business Profile cost? The tool itself is free, but it is worth investing in professional optimisation to get the full value out of it.
• Should every business have a Google Business Profile? Yes – even if you operate mainly online, it improves your visibility and your credibility in customers’ eyes.
• How long does it take to optimise a profile? The initial setup and filling in the details takes a few hours, but what really matters is regular updates and work on reviews.
• How quickly will I see results? The first signs – more calls and clicks – show up within a few weeks, with the full effect after 2-3 months.
• Can I run it myself? Yes, but most business owners do not have the time. That is why it is worth handing it to an agency that will not only complete the profile but also plan a strategy and optimise the work.