How to Use Google My Business to Get More Customers

Your Google Business Profile is one of the most powerful free marketing tools you have, yet most businesses barely scratch the surface of what it can do. A fully optimized profile doesn't just put you on the map - it actively attracts new customers, builds trust, and drives real-world sales. This guide will walk you through exactly how to turn your static listing into a dynamic engine for customer growth, covering everything from the initial setup to advanced strategies for engagement.

What is a Google Business Profile (and Why Does It Matter So Much)?

First, let's clear up some confusion. You might know it as "Google My Business" or GMB. Google recently rebranded it to "Google Business Profile," or GBP. It's the same thing: your business's informational panel that appears in Google Search and on Google Maps.

When potential customers search for "coffee shop near me" or "plumber in [your city]," the results they see are Google Business Profiles. This isn't just a simple directory listing. It’s often the very first interaction someone has with your brand. A complete, active profile tells Google your business is legitimate and relevant, which makes the algorithm more likely to show your profile to searchers. More importantly, it gives customers the confidence to choose you over a competitor with a sparse or outdated profile.

Step 1: Nailing the Basics - Claiming and Completing Your Profile

Everything starts here. If you haven’t done this, stop what you’re doing and take care of it now. If you've already set it up, use this section as a checklist to ensure you haven’t missed anything.

How to Claim or Create Your Profile

1. Go to google.com/business and sign in with a Google account.
2. Search for your business name. If it appears, you can claim it. If not, you'll need to create a new one by adding your business name.
3. Enter your business's core information. Be meticulous here!
4. Verify your business. This is non-negotiable. Google will send a postcard with a code to your physical address or offer phone or email verification for some businesses. This proves to Google that your business is legitimate and that you are the owner. Until you complete this step, you won't have full control over your profile.

The Non-Negotiable Fields You MUST Complete

The first rule of optimizing your GBP is completeness. An empty field is a missed opportunity. Go through every single section and fill it out.

• Business Name: Use your actual business name. Do not stuff keywords here (e.g., "Joe's Pizza - Best New York Style Pizza in Springfield"). Google can penalize you for this.
• Category: This is a massive ranking factor. Choose the most specific primary category that describes your business. Then, add secondary categories for everything else you do. A restaurant might have "Italian Restaurant" as primary, and "Pizza Delivery" and "Caterer" as secondary.
• Address: Enter your exact physical address if you have a storefront customers can visit. If you're a service-area business (like a plumber or landscaper) that travels to customers, you can hide your address and specify the areas you serve instead.
• Phone Number: Use your main business line. Make sure it's consistent everywhere online.
• Website: Link directly to your homepage or a primary landing page. Check it to make sure it's not broken!

Getting these fundamentals right is the foundation for everything that follows.

Step 2: Optimizing Your Profile to Make Customers Choose You

Once the basics are in place, it’s time to add the rich details that convert searchers into customers. This is what separates a top-ranking profile from the ones that barely get any clicks.

Deck Out Your Profile with Professional Photos (and Videos)

Humans are visual creatures. A profile without photos looks untrustworthy. A profile with bad, low-quality photos looks unprofessional. You need to upload high-quality images consistently.

• Cover Photo & Logo: These are your brand's calling card. Make them sharp and clear.
• Exterior Shots: Show customers what your building looks like from the street so they can easily find you.
• Interior Shots: Let people see the ambiance. Show off your clean, inviting space.
• Team Photos: Put a face to the name! Photos of you and your staff make your business more human and approachable.
• Photos in Action: Show your work in progress. A baker kneading dough, a mechanic working on a car, a consultant leading a workshop.
• Products/Services: Show off what you sell! Pictures of popular dishes, finished projects, or featured products.

Pro Tip: Aim to add new photos every few weeks. This signals to Google that your business is active and keeps your profile looking fresh for customers.

Craft a Compelling Business Description

You have 750 characters to tell your story. Don't just list what you do - explain what makes you different. Use this space to connect with potential customers and include a few important keywords naturally.

Good Example: "From wood-fired pizzas to handmade pasta, Tony's Trattoria brings authentic Italian family recipes to the heart of downtown. For over 20 years, we've prided ourselves on using fresh, locally-sourced ingredients and providing a warm, family-friendly atmosphere. Perfect for date nights or a casual family dinner. Come experience a taste of Italy right here in Columbus."

Bad Example: "We sell Italian food. We have pizza, pasta, and salads. Best discounts in Columbus. Italian Food, Pasta, Pizza."

Add Your Products & Services

This feature is a game-changer. It essentially turns your GBP into a mini-catalog. You can list your services (e.g., "Residential Plumbing Repair," "Haircut and Style") or products (e.g., "Large Pepperoni Pizza," "Handcrafted Leather Wallet") with prices, descriptions, and even photos for each entry.

This does two things:

1. It preemptively answers a customer's first question: "What do they offer and how much does it cost?"
2. It makes your business eligible to appear for highly specific searches, like "price for oil change" or "vegan pepperoni pizza near me."

Take the time to build out these sections. It’s extra effort, but it directly leads to more qualified leads.

Step 3: Actively Engage Your Audience to Build Momentum

Your Google Business Profile isn’t a "set it and forget it" tool. It's an active communication channel. Using its engagement features signals to Google that your business is active and customer-focused, which can help your rankings and win over new patrons.

Harness the Power of Google Posts

Think of Google Posts as free mini-ads or social media updates that appear directly on your GBP. They are perfect for timely announcements and driving action. You can create different types of posts:

• Updates: Share general news, a blog post, or highlight a recent project.
• Offers: Announce a sale, discount, or special promotion with a start and end date. It's a great way to create urgency.
• Events: Promote an upcoming webinar, workshop, live music night, or in-store event.

Aim to publish a new post at least once a week. They expire after 7 days (unless it's an event post), so consistency keeps your profile looking current.

Manage Reviews Like a Pro (Both Good and Bad)

Reviews are the single most important trust signal on your profile. A steady stream of positive reviews is like gold for local SEO. Most customers won't leave a review unless you ask.

• How to Ask: Make it easy! Google provides a direct link you can send to happy customers. Include it in your email signature, on receipts, or in a follow-up message after a service. Simply say, "We'd be grateful if you could share your experience with a quick review!"
• Respond to EVERY Review: Thank people for positive reviews, it shows you appreciate their business. For negative reviews, respond calmly and professionally. Acknowledge their issue, apologize if necessary, and offer to resolve it offline. A thoughtful response to a bad review can often win over *more* customers than a five-star review because it shows you care.

Use the Q&A Feature Proactively

Anyone can ask a question on your profile, and anyone can answer it. It's vital that you are the one providing the correct information. But don't wait for questions to flood in. Populate this section yourself!

Think of the top 5-10 questions you get asked all the time (e.g., "Do you have parking?" "Are you pet-friendly?" "Do you offer gluten-free options?") and post them as questions from your personal account, then immediately answer them from your business account. This creates a helpful FAQ that can save you time and help customers make faster decisions.

Step 4: Analyze and Refine with GBP Insights

You don't have to guess what's working. Google gives you free analytics right inside your Business Profile dashboard. Check your "Performance" tab regularly to see:

• How customers find you: "Direct" searches are people searching for your business name. "Discovery" searches are people searching for a category, product, or service (e.g., "HVAC repair") who found you. High discovery numbers mean your optimization is working!
• Search Queries: See the exact terms people used to find your profile. This is a goldmine for understanding customer needs and can inspire new Google Posts or services to add.
• Most common actions: Are people clicking to your website, asking for directions, or calling you? Knowing this helps you optimize for the most valuable actions. If everyone is calling, make sure your phone tree is efficient. If they're clicking the website, ensure your site is mobile-friendly.

Use this data to double down on what’s effective and adjust your strategy over time.

Final Thoughts

Optimizing your Google Business Profile isn't a one-time task, it's an ongoing practice. By keeping your information current, adding great visuals, and actively engaging with customers through Posts and reviews, you transform your profile from a simple directory listing into an indispensable tool for attracting and converting local customers.

While your Google profile is a cornerstone for local search, it’s just one piece of your brand's digital presence. We know your customers are also finding you through Instagram Reels, TikTok videos, and Facebook updates. At Postbase, we built a modern tool specifically to make managing your social media content strategy feel less chaotic. By simplifying how you plan, schedule, and engage across all your social platforms, we help you get valuable time back - time you can reinvest in running your business.