WHAT IS GMB?
Google My Business (GMB), now referred to as Google Business Profile (GBP), is one of the most powerful tools available for local businesses to increase visibility, build trust, and generate leads. A well-optimised GMB profile can put your business in front of potential customers right when they're searching for your services. In this guide, we’ll cover how to optimise your GMB profile to maximise lead generation, including generating and responding to reviews, adding high-quality images, selecting the right categories, and more. Filling out your profile information wont catapult you to the top of the map pack. However, ensuring you fill out all of your details makes you 2.7x more likely to stand out than profiles that aren't filled out. Also, viewers are 70% more likely to visit a business with a complete profile vs. an incomplete one.
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GENERATE AND RESPOND TO REVIEWS
Reviews are crucial for building trust with potential customers. Positive reviews can greatly influence a consumer’s decision to choose your business. Studies show that people are more likely to opt for businesses with a higher number of positive reviews and an overall strong rating.
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Why Reviews Matter for Lead Generation
HOW TO GENERATE A STEADY FLOW OF REVIEWS
- Ask your customers: A simple request after completing a service or sale is often the most effective way to get reviews​
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- Use email follow-ups: Reach out to customers after their purchase or service, prompting them to leave a review with a clear and straightforward call to action.
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- Encourage without incentivising: While offering incentives for reviews is against Google’s policies, providing exceptional customer service and maintaining strong communication can naturally encourage reviews.
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Responding to Reviews
Once reviews start rolling in, responding to them is essential. Here’s why​:
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- Enhances engagement: Acknowledging both positive and negative reviews shows that you're involved and care about customer feedback.
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- Builds trust: When potential customers see that you take the time to respond, it reinforces your business’s credibility.​
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- Improves local SEO: Google favours businesses that are active and responsive to customers.
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When replying to reviews, it's important to be prompt, aiming to respond within 24–48 hours if possible. Always maintain a respectful and professional tone, regardless of whether the review is positive or negative. For critical feedback, address it carefully by offering an apology for any negative experiences and suggesting ways to resolve the issue where appropriate.​​​​​
Add High-Quality Images of Your Business and Work
The Importance of Images in GMB
Images are an incredibly effective way to optimise your Google My Business profile. High-quality visuals attract attention and give potential customers a better understanding of your business, helping them envision what to expect.
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Where images are concerned, you should aim to upload more images than your competitors have. For example, if the number one ranked business has 100 photos, aim to have 120. Also ensure that you upload images regularly, at least two times a week.
Best Practices for Adding Images
- Use high-resolution images: All the images you upload should be sharp and professional. Blurry or low-quality images may drive potential customers away.
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- Show your team and workplace: Humanise your business by sharing images of your team at work, your office or shop, and behind-the-scenes shots.
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- Before and after photos: If applicable, such as in the case of trades, beauty services, or renovation work, include before-and-after images to demonstrate your capabilities.
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- Location-specific images: If you operate a physical location, add photos of your premises- both exterior and interior—so customers can easily recognise your business when they visit.
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Ensuring you follow all of these principles will ensure that your image uploading will help to get your business ranked higher on the map pack.
How Images Help Generate Leads
High-quality images not only enhance the look of your GMB profile but also:
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- Build credibility: Images provide transparency and help customers feel more confident in choosing your business.
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- Boost engagement: Listings with photos receive 42% more requests for driving directions and 35% more clicks to websites.
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- Improve local SEO: Frequently adding new content like images signals to Google that your business is active, potentially improving your local search ranking.
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Uploading images will provide great benefit to your GMB listing. This is why it is an imperative part of helping your business to rank higher on the map pack.
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Choose the Correct Categories for Your Business
What Are GMB Categories?
Google My Business (GMB) categories define your business and the services or products you offer, helping Google match you with relevant searches. The primary category is crucial, as it describes your main offering and impacts how your business appears in search results. Be specific when choosing it, such as selecting “Marketing Agency” instead of a broader term. Secondary categories let you highlight additional services, but only include relevant ones to avoid confusing customers. Correctly chosen categories improve your local SEO and ensure your business shows up for searches related to your services, helping attract more qualified leads.​
How to Choose the Right Categories
GMB Categories are separated into primary and secondary categories. The primary category refers to the main service your business provides. Secondary categories refer to extra categories that your business might provide a service in. For example, the primary category for a scaffolding firm would be "scaffolding", the secondary categories could be building contractor, scaffolding rental service. The more categories you can cover the greater chance you will show up on the map pack. However, be sure to only select categories that your business can provide services to.
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- Primary Category: This is the most important category as it defines your business's primary offering. Be as specific as possible—for example, if you’re a digital marketing agency, choose “Marketing Agency” rather than a broad category like “Consulting”.
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- Secondary Categories: You can add additional categories to capture other services you provide. For example, a hair salon might select “Hair Salon” as the primary category, but also include “Beauty Salon” and “Nail Salon” as secondary categories.
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Why Choosing The Right Categories Generates Leads
Categories describe what your business does and what products or services you provide. Choosing the right categories is crucial to being found by potential customers through Google Search and Maps. Here's why choosing the right categories generates leads:
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- Improves search visibility: Google uses categories to determine which businesses to show for specific queries. Selecting the right categories ensures your business appears for relevant searches.
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- Targets relevant leads: By choosing accurate categories, you ensure that those finding your business are seeking exactly what you offer, leading to more qualified leads.
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ADD YOUR SERVICES AS PRODUCTS ON YOUR GMB PROFILE
WHY ADD SERVICES AS PRODUCTS?
Many businesses overlook the option to list their services as "products" on their GMB profile. Doing this allows you to showcase specific services in an organised and visually appealing way. Not only this, it can help your business to rank for keyword searches for the services that you provide. This makes it an invaluable tactic when it comes to helping catapult your business up the google map pack and generate more leads.
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HOW TO ADD SERVICES AS PRODUCTS
- Navigate to the “Products” tab: In your GMB dashboard, you’ll find the option to add products. Even though you’re adding services, listing them as “products” makes them more visible.
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- Write detailed descriptions: For each service, provide a concise, keyword-rich description that clearly explains what you offer. This helps with SEO and ensures customers know what you do.
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- Include pricing and a call-to-action (CTA): Where applicable, list the price or a price range for each service and include a CTA, such as “Contact us today” or “Book now”, to encourage conversions.
HOW LISTING PRODUCTS AS SERVICES HELPS LEAD GENERATION
- Increases visibility: Displaying your services as products gives them prominence on your GMB profile, so customers can quickly see what you offer.
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- Improves user experience: It creates a seamless experience where users can understand your offerings at a glance, leading to more conversions.
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- Provides calls to action: Ranking your business higher is important. However, without calls to action, profile viewers wont turn into conversions. By having plenty of calls to action, you encourage profile viewers to send an enquiry about your services.
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ENSURE TO FILL OUT EVERY BOX ABOUT YOUR BUSINESS
WHY COMPLETING YOUR PROFILE IS IMPORTANT
Every piece of information you provide on your GMB profile contributes to your overall ranking and credibility. An incomplete profile can make your business look unprofessional, resulting in lost opportunities.
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Information as little as whether your business speaks other languages or offers gender neutral toilets all contributes to your overall GMB ranking. This is why it is imperative to provide answers to all questions when creating your GMB profile.
KEY SECTIONS TO FOCUS ON
- Business Name: Make sure your business name matches your branding and is consistent across all online platforms.
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- Address and Service Area: Accurately provide your physical address and specify the geographical areas you serve.
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- Business Hours: Keep your hours of operation up-to-date, particularly during holidays or changes in seasons.
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- Phone Number and Website: Provide a direct contact number and ensure your website is mobile-friendly.
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- Appointment Links: If you take bookings, link directly to your online booking system to make the process easier for customers.
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HOW A COMPLETE PROFILE BOOSTS LEAD GENERATION
- Improves local SEO: Google prioritises businesses with fully completed profiles when showing local search results. The more information you provide, the better your chances of ranking higher.
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- Increases trust: A complete profile signals to potential leads that your business is professional and credible, encouraging them to make contact.
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- Answers Questions: A complete business profile can answer questions about your business without potential clients having to contact you. This means that any phone calls are more likely to be quote requests rather than general questions about your business.
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The combination of the two means that providing all information about your business is another paramount component to ranking your business higher on the Google Map Pack.
WRITE A KEYWORD-RICH BUSINESS DESCRIPTION
WHY YOUR BUSINESS DESCRIPTION MATTERS
A well-crafted Google My Business (GMB) description is crucial for improving local SEO and attracting potential customers. It helps Google understand your offerings and ensures your business appears in relevant search results. A clear, keyword-rich description provides potential customers with clarity about your services, highlights your unique selling points, and builds trust. It also encourages action by including calls to action, guiding users to contact or visit you. Ultimately, a strong business description can boost visibility, enhance professionalism, and turn searchers into qualified leads.
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HOW TO WRITE AN EFFECTIVE KEYWORD RICH DESCRIPTION
- Use relevant keywords: Incorporate the most important keywords related to your industry, location, and services, but avoid overloading the text with too many. Ensure it reads naturally.
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- Highlight your unique selling points (USPs): What makes your business special? Mention any standout aspects, such as years of experience, awards, or specialised services.
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- Use action-driven language: Encourage potential customers to take action by using phrases like “Contact us today”, “Schedule a consultation”, or “Call now”.
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- Aim for 750 characters or less: The optimum length for GMB descriptions is around 750 charcters. Google only displays the first 250 characters on search results so ensure that the most important content is included within the first 250 characters.
EXAMPLE DESCRIPTION
“At EJ Digital Marketing Agency, we specialise in helping local businesses grow through innovative digital marketing strategies. From SEO and social media marketing to pay-per-click advertising, our expert team delivers results-driven solutions tailored to your needs. Serving [City Name] and surrounding areas, we provide personalised service with a proven track record. Get in touch today to improve your online presence and start generating more leads!”
HOW A KEYWORD-RICH DESCRIPTION DRIVES LEADS
- Increases search visibility: A well-optimised, keyword-rich description helps your business appear in relevant local searches.
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- Encourages action: A strong, action-oriented description gives potential customers a reason to reach out to you.
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CONCLUSION
Optimising your Google My Business profile is a key step in generating leads for your business. By focusing on obtaining and responding to reviews, adding high-quality images, selecting the correct categories, listing your services as products, completing all profile fields, and writing a keyword-rich description, you can significantly boost your business’s visibility, credibility, and lead generation potential.
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At EJ Digital Marketing Agency, we’re committed to helping businesses harness the power of digital tools like GMB to thrive. Follow these steps, and you’ll be well on your way to attracting more leads and growing your business!