Many local businesses think once their Google Business Profile is live, the hard part is done. They verify, upload a few photos, and assume Google will take it from there. In reality, several important settings inside your profile influence whether you appear near the top of local searches or get buried below competitors.
If you’re showing up on Maps but not getting the calls or visits you expect, these areas are often the missing link. Here are five profile settings that deserve regular attention and can make a measurable difference in your visibility and leads.
1. Choose the Right Primary and Secondary Categories
Your categories tell Google what kind of business you are and which searches you belong in. If they’re off, your reach shrinks quickly.
Start by checking what top-ranking competitors in your market use. Make sure your primary category matches your core service, such as “Plumber,” “Family Dentist,” or “Real Estate Agency.” Then add secondary categories that align with the work you most often do.
Smart businesses revisit this at least twice a year. For example, an HVAC company might highlight “Air Conditioning Repair” during summer and “Heating Contractor” in winter. Regular category updates like this keep your visibility aligned with customer demand.
2. Add Detailed Services Under Each Category
This section often goes untouched, but it carries more weight than most realize. Google scans your Services list for keywords that match what people are searching for.
List each service with a short, clear description. Use the same phrases your customers type into Google, not internal jargon. For instance, instead of “Exterior Enhancement,” say “Deck Building” or “Fence Installation.”
When written thoughtfully, your services list reinforces what you want to rank for and fills in the gaps your competitors leave open.
3. Keep Business Hours and Special Hours Accurate
Outdated hours are one of the fastest ways to lose both visibility and trust. Google monitors user behavior: if people click “Call” or “Directions” but find you closed, it lowers engagement signals that influence ranking.
Review your regular hours each season and always set Special Hours for holidays or events. Even if you’re open by appointment only, say so. These details reassure both Google and potential customers that your business is active and dependable.
4. Add Fresh, Real Photos Consistently
Photos influence how often people click, call, or visit your location. Google favors listings that appear active and authentic.
Add recent project photos, team shots, or examples of your work at least once a month. Avoid stock images. Real photos communicate credibility and experience.
Consistent updates signal that your business is engaged with customers and worthy of visibility in local search results.
5. Turn On Messaging and Respond Promptly
Google’s Messages feature lets potential customers contact you directly from your profile. Enabling it adds another fast, convenient path for leads.
Respond promptly. Timely replies improve conversion rates and also show Google that your business is responsive and customer-focused.
Messages create a trackable lead source that ties directly to your Google presence, something we monitor closely during the 21-Day Pilot.
From Hidden Settings to Real Sales
Most businesses don’t fall behind because of a lack of effort. They fall behind because no one is maintaining these important details. Each setting matters on its own, but the real results come from managing and measuring them together.
If you want help setting up or optimizing your Google Business Profile and connecting that visibility to real customer growth, that’s exactly what our Resound Growth Program is built for, beginning with our Free 21-Day Pilot. We handle setup, optimization, and tracking so you can measure impact and connect visibility improvements into actual sales.
Apply for your 21-Day Pilot and see how these improvements perform when they’re part of a complete local growth system.
