Why It Matters More Than People Think
When someone searches “plumber near me” or “hairdresser Bracknell”, Google shows them a set of business profiles before a single website. An outdated opening hours listing, no photos, or thin reviews next to competitors lose you the click and the trust before your website even gets a chance to prove itself.
This isn’t a minor detail. It’s frequently the very first data point a potential customer uses to decide whether to take you seriously at all.
The Common Gaps
Outdated or missing hours. Nothing undermines trust faster than a business that says it’s open when it isn’t, or vice versa.
Few or no photos. Google’s own guidance on managing your business profile is clear that profiles with photos get more engagement, and a profile with none looks abandoned.
A thin review count. A handful of reviews from years ago signals something very different to a business with a steady, recent flow of feedback, even if the underlying business hasn’t changed at all.
Incomplete categories and services. Google uses the categories and services you’ve listed to decide which searches you show up for. A profile that’s only filled in the bare minimum is invisible for searches it should be winning.
No posts or updates. Google Business Profile supports short posts, similar to a social update, and an active profile tends to be treated more favourably than a static one.
What to Fix First
Start with the basics: correct hours, a complete address, accurate categories, and a proper business description using the language your actual customers search for, not vague marketing copy. Add recent photos – of your premises, your team, and your actual work – rather than leaving it at whatever was uploaded when the profile was first created. Then focus on reviews: asking recent, satisfied customers directly is still the most effective way to build this up, and it compounds over time.
Where This Fits With Your Website
A strong Google Business Profile and a strong website should work together, not separately. The profile earns the click; the website has to deliver once someone arrives, fast, clear, and easy to act on. If one half of that pairing is weak, the other doesn’t get the chance to do its job.
If you’d like a second opinion on how your website and online presence work together, get in touch and I’ll take a look at the full picture, not just the site itself.
