How to Optimise Your Google Business Profile for More Calls
Your Google Business Profile is often the first thing customers see. Here is how to set it up and keep it active so it turns searches into calls.
For many local businesses, the Google Business Profile (formerly Google My Business) brings in more enquiries than the website itself. Customers see your rating, photos, hours and a call button without ever clicking through. A complete, active profile can be the difference between being chosen and being scrolled past.
Get the basics exactly right
- Name: your real business name, with no extra keywords.
- Primary category: the single most accurate description of what you do. This is one of the strongest ranking factors.
- Address or service area: consistent with your website and directories.
- Phone and website: use a local number and link to the most relevant page, not always the homepage.
- Hours: keep them accurate, including holidays. Wrong hours lead to bad reviews.
Fill in the details most businesses skip
Add your services with short descriptions and prices where possible, list products if you sell them, choose every relevant attribute (wheelchair accessible, online appointments, women-led and so on), and write a 750-character description that explains who you help and why customers choose you.
Photos and video
Profiles with plenty of recent, genuine photos tend to get more engagement. Upload your exterior (so people recognise you), interior, team, products and finished work. Short videos of your space or process work well too. Avoid stock images.
Keep the profile active
Posts
Use Google posts for offers, events, new services and tips. They show on your profile and signal that the business is active.
Questions & answers
Answer customer questions promptly. You can also add common questions yourself and answer them.
Reviews
Build a simple routine: after every completed job or visit, send a short message with your review link. Reply to every review, thank happy customers by name, and respond calmly and helpfully to complaints.
Track the results
The Performance section shows searches, calls, direction requests, website clicks and bookings. Add UTM tags to your website link (for example ?utm_source=google&utm_medium=gbp) so these visits are clearly labelled in Google Analytics.
Our SEO team manages Google Business Profiles for clinics, restaurants and service businesses in the US and India. Ask for a free audit and we will include your profile.
Frequently asked questions
How often should I post on Google Business Profile?
Once or twice a week is ideal, and at least twice a month. Consistency matters more than volume.
Can I remove a bad review?
Only reviews that break Google policies (spam, fake, offensive or conflict of interest) can be flagged for removal. For genuine complaints, a professional reply is the best response.