What Is A Google Business Profile – And How To Optimise It For Leads And Foot Traffic
If your business relies on local customers, your Google Business Profile (formerly known as Google My Business) is one of your most powerful digital tools. It’s often the first thing people see when they search for your services, before they even reach your website. A well-optimised profile can make the difference between a lead choosing you or scrolling past to a competitor.
So, what exactly is a Google Business Profile, and how can you use it to generate more leads?
What Is a Google Business Profile?
Google Business Profile (GBP) is a free tool from Google that allows businesses to manage how they appear in search results and on Google Maps. It includes key details like:
- Your business name
- Address and service area
- Opening hours
- Contact details
- Website link
- Customer reviews
- Photos and posts
When someone searches for your business or services in your area (e.g. “Double glazing installers in Brighton”), your GBP is what appears on the right-hand panel of Google Search or directly on the map in Google Maps. It’s prime digital real estate—and it’s free.
You can learn more or claim your listing here: https://business.google.com/uk/business-profile/
Why A Google Business Profile Matters For Lead Generation?
Having an accurate and attractive Google Business Profile increases your chances of appearing in the Local Pack (the map and top three business listings) on Google. This visibility directly influences whether people call, click, or visit.
In fact:
– Over 70% of people who search for a local service visit a business within 24 hours
– Businesses with complete GBPs are twice as likely to be considered reputable
– Positive reviews and updated photos can improve trust and conversions significantly
So, how do you turn your Google Business Profile into a lead-generating asset?
5 Tips to Optimise Your Google Business Profile
- Keep All Information Up to Date
Make sure your business name, phone number, website, and hours are always accurate. Mismatched details can confuse customers and hurt your local ranking - Use High-Quality Photos
Upload clear, relevant images of your office, team, products, or recent projects. Businesses with photos receive 42% more requests for directions (foot traffic) and 35% more website clicks (online traffic) than those without them - Post Regularly
Treat your GBP like a mini social media feed. Post updates, offers, events, or new services. These updates show you’re active, and Google rewards that with better visibility - Encourage and Respond to Reviews
Ask happy customers to leave reviews and respond to them professionally. A steady stream of positive feedback builds trust and signals to Google that your business is active and reputable. If you’re struggling to get reviews, then Carden Digital’s Reputation Management service can help. - Add Services and FAQs
Use the services section to list what you offer and take advantage of the Q&A feature to pre-answer common customer questions.
Let Carden Digital Help
At Carden Digital, we help businesses not just claim their Google Business Profiles but optimise them for lead generation. Whether you’re looking to improve visibility, manage reviews, or connect GBP to your SEO strategy, our team is here to help.
A few small changes could make a big difference in how often potential customers find—and choose—you.
Want to boost your local visibility? Get in touch with Carden Digital today.
