Do you actually need a Google Business Profile?

It's one of those bits of small business marketing that gets set up, ticked off the list and then quietly forgotten about for the next three years, until someone Googles you.

So here's the straightforward answer. If there's any chance someone might search for your business by name, by location or by what you do, yes, you probably need a Google Business Profile. And having one isn't really the whole job, it needs to actually reflect the business you're running now.

First, what actually is a Google Business Profile?

It's the free listing that can appear when somebody searches for your business on Google or looks for a business like yours on Google Maps. Your opening hours, photos, reviews, services, contact details, website and sometimes even a booking button can all be sitting there before somebody has clicked through to your website or found you on Instagram.

That's why I think of it as another part of your shop window online. And no, you don't need an actual shop window to have one.

Google Business Profiles were once much more associated with businesses that had physical premises, but service businesses can use them too. You can set a service area rather than displaying your home address, which means they're relevant to far more small businesses than people often realise.

So, who actually needs one?

Think about how your customers find what you offer. Someone planning their wedding might search for a florist in Worcestershire, while a visitor planning a weekend away might search for independent cafés near Droitwich or somewhere to stay in the area.

Someone who's finally decided to sort out the room they can't stand looking at anymore might search for an interior designer near me. A potential client who's been recommended a professional organiser by a friend may Google the business name before she ever sends an enquiry. A bride who's found a photographer through Instagram may still Google them afterwards to check reviews, and somebody looking for a massage, facial, Pilates class or sound bath locally is very likely to use Google somewhere in that decision.

You don't need to be thinking, "Will people specifically search for my Google Business Profile?" They won't. They're searching for what you do, and your job is to make sure your business has a chance of appearing when they do.

Google and Instagram are doing different jobs

I love social media, obviously, but Instagram and Google are catching people at two very different points. Someone can discover a beautiful jewellery brand while scrolling Instagram with absolutely no intention of buying a necklace that day.

Google is much more likely to catch someone when they're actively looking. They're searching for somewhere to go, something to buy, someone to book or a business they've already heard about.

That's why I don't think small business marketing should automatically mean "post more on Instagram". Sometimes the thing costing you enquiries isn't your social media at all. It's the Google profile you haven't looked at since 2023.

What should actually be on there?

At the very least, I'd check your opening hours or availability, current services, phone number and contact details, website, service area, recent photos and reviews.

You can also add booking links, products, services and regular updates. If you're running an event, launching a new collection, opening bookings for a retreat or introducing a new service, Google Business Profile posts give you another place to talk about it.

You don't need to create something completely different for Google every week either. If you've already created a useful social post, launched a new offer or written a blog, ask yourself whether it could have a second life there. That's joined-up marketing, and I'm a big fan of getting one piece of work to earn its keep in more than one place.

And yes, reviews matter

Before someone books your accommodation, trusts you with their wedding flowers, walks into your studio or lets you loose on their living room, there's a good chance they're going to want some reassurance.

Your reviews provide that reassurance without you having to say a word. They show somebody what other people experienced, which is far more convincing than you telling everyone how brilliant you are.

If you've got lovely Google reviews sitting there already, brilliant. If the last one is from two years ago, asking recent happy clients or customers to leave one is a very worthwhile job for this month.

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

Give yours a five minute check

Google your own business name, not from the dashboard, actually search for yourself as though you're a potential client.

Have a look at what comes up. Is the information right? Do the photos still represent the business? Are you promoting services you don't even offer anymore? Does your website link work? Would you feel confident clicking through or getting in touch if you'd never heard of the business before?

You might discover it's absolutely fine, or you might discover your Christmas opening hours from two years ago are still doing the rounds. Either way, you'll know what needs attention.

If yours needs more than a five minute tidy up

Sometimes the basics are there but the profile isn't really doing much. That's where I can help.

My Google Business Profile optimisation looks at how your profile is set up, what you're being found for and where there are opportunities to make it work harder alongside the rest of your marketing.

Because the answer isn't always more content. Sometimes it's making better use of the places where people are already looking for you.