How to create a Google Business Profile that stands out

A 6 minute read for a better small business.

A quick explainer on Google Business Profiles

"Scroll down for the step-by-step Pro guide, we are starting off with the basics."

What is a Google Business Profile used for? (previously Google My Business)

Simply, it is the profile that pops up when you are searching for a restaurant on Google, the one with images and reviews, but it is important for all businesses. A Google Business Profile is a free and powerful tool, when set up right, that puts your small business on the map. It helps customers find you, see what you’re all about, and get in touch. 

Why is a ripper Google Business Profile important?

If you haven’t already guessed…it’s your golden ticket to better online visibility, standing out from the crowd, and getting more customers. Tourists rely on it to find places, locals use it to pin locations, and businesses use it to find suppliers/partners. With 94% of search traffic happening on Google (ACCC, August 2024), your profile is often the first impression customers get of your business. In a crowded market, a ripper Google My Business profile sets your business apart and attracts more customers.

Three upfront Pro tips

"Not in the mood to read everything? Here's some highlights, but there's more below"

1. Complete your profile - don’t be half assed about it: Fill in every detail—description, phone number, Q&A, photos, and more. It is there, it is free and it will help draw in customers if done right.
2. Ask for reviews - don’t be anxious, everyone is used to it: Share your Google review link with customers and use signage in store to fast-track customer feedback. Just please make sure the signage isn’t a shitty A4 piece of paper, invest in something nice. If you are doing it yourself in Australia, check out Tag Those they have a bunch of premium options. ‍
3. Use professional photos - don’t let average customer photos dictate how your business looks: Be in control of your profile. Invest in high-quality photography and videography that tells your business story. Ensure it leans into your business character/personality to help set you apart.

A late introduction

"I know, I know, feel free to skip it. You'll only hurt my feelings."

A good Google Business Profile is rare. It takes great taste and care.

After a recent stint of travelling, the value of a solid Google Business Profile hit home.

It makes a big difference, guiding customers to your business and helping them choose you over the competition.

It’s not just B2C businesses that benefit, B2B businesses see massive gains too. I recently helped set up a Google Business Profile for a fruit and veg wholesaler, and within just 3 months, it already directed 70+ customers their way.

The problem is, so many small businesses get it wrong, even though it’s often the first interaction customers have with their business.

And it’s not just the small guys—businesses that should know better get it wrong too. My old agency still uses images that are 4 years old from a building they don’t even operate from anymore. They’ve neglected sections, skipped over updates, and just left their profile half-baked.

While it’s not essential for running a business, a killer Google Business Profile certainly helps you stand out and keeps customers coming in.

I strongly urge you to invest some time and effort (or even a little cash) into getting it right—and keeping it updated. It’s a free tool, so you may as well take advantage.

Other guides will tell you what to add; I’m here to show you how to do it well.

So, without further ado, here’s my Pro guide to crafting a ripper Google Business Profile:

Step-by-Step Pro Guide: How to set up a Google Business Profile that stands out

"Get your notebook out."

Before we get into it here is an example of a great Google Business Profile: Baloney's Deli, Byron Bay (Click here to explore it)

1. Start with the basics

The boring, but important stuff so I will keep it brief.

1. Head to Google Business Profile and click on “Manage now.”
2. Sign in with a Google account or create one.
3. Enter your business name, business category, location details, business hours, service area (if applicable), attributes (e.g., women-owned, wheelchair-accessible), products or services offered.

2. Make your business easy to find

The amount of businesses that have some random image of an alleyway, or something that is not the entry of the business irks me. Customers will just get annoyed and find somewhere else. So make sure you set up the business profile so customers can actually find your business.

Follow these steps:

1. Pin your location precisely: Use the map tool to drop the pin exactly where your storefront or office is. This is especially important if your small business is part of a large shopping centre or in a complex of some sort.
2. Add a storefront/office front photo: Upload a clear image of your entryway to help people recognise it. In the add images section, Google will prompt you to add one of these images.
3. Include directions in your description: Especially important if it is not completely obvious, mention nearby landmarks and explain parking options if needed.

3. Complete your profile—No half measures

Don’t get halfway through and think that’s good enough. Alongside the basic information include the below:

1. Add your business description (150-750 words, include relevant keywords). This is an opportunity to say a little more about your business. Don’t settle for boring, do it with a bit of personality. Recently I helped Stuart Dickson Produce set up their Google Business Profile, I focused on leaning into their connection with Aussie farmers and family ownership by formatting their description like a personal letter.
2. Input your phone number, email, and website link.
3. Create and answer common questions in the Q&A section—this helps build trust and saves time for customers.

4. Invest in professional photography and videography

High-quality visuals are worth it to help your Google Business Profile stand out:

1. Hire a professional to shoot location photos, product/service photos, employee content, and more. 
2. Ensure photography and videography is taken in a way that showcases your business in a way that helps build your story.
3. Make sure to regularly add and update images, at least once a year, especially if there are new offerings or seasonal specials.

5. Leverage the updates feature

Something underutilised in many Google Business Profiles is the updates feature. It is the perfect way to showcase anything from new products, deals, important business updates and more:

1. Share relevant news about promotions, events, or new products
2. Use updates to answer seasonal FAQs (e.g., holiday hours)
3. Add fresh imagery to keep customers interested

6. Fast-track Google reviews

Customer reviews are valuable, a few simple tricks can help you consistently get more:

1. Generate your Google review link from the dashboard and share it with customers
2. Use premium in-store signage with a QR code directing customers to leave a review. The sooner you have this up the better, it will slowly tick over more reviews and in the long-run this will make a massive difference. 
3. Respond to every review—good or bad—to show you value feedback. Note: How do you remove bad reviews? If you believe negative reviews are Inappropriate or unfair you can flag them for removal.

It works. Baloney's Deli used the above advice, including a premium Google Review sign at their counter and have amassed over 40+ reviews in a month and a half.

Why a stand out Google Business Profile is worth the effort

"Let me spell it out for you"

‍It’s free, easy to use, and incredibly effective. Whether you’re a café owner in Melbourne, a plumber in Sydney, or an online boutique based in Brisbane, your Google Business Profile helps you stand out in a crowded marketplace.

By completing your profile, showcasing quality visuals, and staying active with reviews and updates, you’ll set your business up as the go-to choice in your area.

Thanks for reading.

Cheers,

Zac

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