Use your Google Business Profile for local enquiries

A Google Business Profile displays your company in Google Search and on Google Maps. Your address, opening hours, website, images and reviews often appear there before your website.

The first impression is made quickly.

This applies to trades businesses, practices, workshops and local B2B service providers. Even companies with longer sales cycles are often checked on Google before an initial conversation. Incorrect addresses, images or contact details create unnecessary questions.

A profile does not replace a good website. It does, however, support a simple check: is this company right for my needs? If your website generates few enquiries, the causes are often found in several areas, as “Five Reasons Your Website Is Not Generating Enquiries” explains.

People searching want to check quickly whether you meet their needs

Many people do not search for a company name. They enter a need and a location, such as “IT service provider Bonn” or “auto glass Koblenz”. Google shows companies whose details match the search term and location.

Your category therefore needs to match your actual offer. An auto glass business should not list itself as a general workshop if windscreen repairs and replacements are its main services. Otherwise, your team may receive enquiries it cannot handle.

Unclear details cost time.

Start by choosing a category for your main service. Additional categories only make sense if you offer those services on a permanent basis. A long list of unrelated topics helps neither people searching nor your profile.

Your address also needs attention. Customers should only visit a location if you can receive them there. If you work exclusively at customer sites, a correctly maintained service area is usually more appropriate.

Opening hours and contact details must be correct

Incorrect opening hours lead to avoidable frustration. A customer travels to your location and finds a closed door. Or they call when nobody is available.

Check your hours whenever they change. This matters particularly for public holidays, company holidays and different summer hours. Google provides special hours, which you can add in advance.

Your telephone number, email address and website link should also be up to date. If the link leads to an old subpage or a contact page that is no longer maintained, a prospect may give up.

A monthly check is often enough.

The person responsible can then check the core details, new reviews and notifications from Google. This helps identify errors before someone calls the wrong number.

Explain your services clearly and briefly

Describe what you offer, who the offer is for and which region you serve. Long promotional copy rarely helps.

Phrases such as “best quality” or “personal service” say little about the work you do. A specific description of the task is more useful. An IT service provider may implement CRM systems or automate recurring office processes.

An auto glass business can list repairs, windscreen replacements and support for company vehicles. This helps prospects see more quickly whether their enquiry is relevant to them. It also reduces conversations that start with the wrong subject.

Only write about services you actually provide.

Copy needs particular care in legally sensitive areas. If you support import and export processes, describe your role clearly. TradeOps can coordinate documents and communication with the parties involved, but it does not submit customs declarations or carry out transport itself.

Images show the actual business

Photos are particularly helpful for businesses with a physical location. They show the entrance, reception, meeting room or work area. Visitors then have a better idea of what to expect on site.

Use real images from your business. A photo of the entrance is often more useful than a generic stock image. Vehicles, products or a tidy work area can also work well if they make your offer easier to understand.

Old photos should be removed.

Check your images after a move, a new logo or a change at your location. An old sign or previous exterior view can otherwise lead to questions. Also ensure that no people are clearly identifiable without their consent.

Reviews need a consistent approach

Reviews are public and influence the impression of new prospects. Only ask genuine customers for feedback. Purchased reviews or copy with prescribed wording do not hold up over time.

You can reply to positive reviews briefly and factually. Say thank you without mentioning personal data or details of an assignment.

Criticism requires composure.

Read a critical review carefully first. Then reply politely and offer direct contact if the matter can be resolved. A long public discussion rarely helps.

Some reviews concern the wrong company or breach Google's rules. You can report this content. Google itself decides whether to remove an entry.

Use posts only when there is a genuine reason

Google offers posts for news, events or changes to processes. This can be useful for a move, an event or different opening hours. A post should contain specific information.

Permanent information belongs in your profile or on your website. Opening hours, services and contact details should not appear only in an old post. Otherwise, prospects may struggle to find the information later.

New photos, correct hours and reliable responses to reviews are often more important. If you want to publish content regularly, a clear plan helps, as shown in “Plan content that attracts visitors over time”.

Not every week needs a new post.

After contact, you need a clear process

A Google Business Profile can generate calls, emails and website visits. That does not mean the contact has been followed up. Later, it is often unclear who should call back or what has already been discussed.

Keep every enquiry in one place. Record the name, need, source and next step. This prevents a conversation from remaining in an inbox, on a note or in one person's head.

This is especially helpful when several colleagues are involved. Everyone can then see whether a meeting is scheduled, a proposal is still open or a response is missing. “A CRM Needs a Clear Process for SMEs” explains how to ensure this information is not entered twice or overlooked.

The listing is only the beginning.

Review the questions new contacts ask regularly. If many people ask the same question, that information may be missing from your profile or website. Update your details so the next prospect can find the information more quickly.

Frequently asked questions

What is a Google Business Profile?

A Google Business Profile is a free business listing on Google. It can appear in Search and on Google Maps. Companies maintain details such as their address, opening hours, services and contact options there.

How often should you check a Google Business Profile?

You should check your Google Business Profile at least once a month. If you have new opening hours, a new number or move to a new location, update the details immediately. Before public holidays, it is also worth checking your special hours.

Which category is right for a Google Business Profile?

Your primary category should describe your most important service. Choose additional categories only if you offer them permanently. Inappropriate categories can lead to unsuitable enquiries.

Can I delete reviews in my Google Business Profile?

You cannot delete reviews yourself. However, you can report them if they breach Google's rules or clearly concern the wrong company. For justified criticism, a brief and calm reply is usually more helpful.

Does a B2B company need a Google Business Profile?

A B2B company can benefit from a Google Business Profile if customers search locally or check the location before a meeting. The profile provides useful information before the first contact. However, the details must match the actual offer.

Is a Google Business Profile enough without a website?

A Google Business Profile is usually not enough for complex services. Your website explains offers, processes and contacts in greater detail. The profile mainly supports a quick initial check.