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How to generate more from your Google My Business profile
Why your Google My Business profile still matters
For many local searches, your website never gets seen. The decision is made inside Google itself. Your Google My Business profile controls how your business appears in Maps, branded searches, and local results. It is where customers check opening hours, scan reviews, and decide whether to make contact. If that information is incomplete or outdated, you lose trust before the conversation starts.
For construction and home improvement businesses, this profile often carries more weight than the homepage.
| Tip | What to do and why it helps |
| Complete your profile | Keep categories, services, opening hours, phone number, and website link accurate. Google needs clear business info to match you to the right local searches. |
| Post regular updates | Share recent work, announcements, or operational updates. Activity helps users trust your profile and gives Google signals that the listing stays current. |
| Add real photos | Upload genuine images of projects, teams, premises, and vehicles. Real photos build confidence and often lift engagement in Maps results. |
| Build reviews consistently | Ask customers for feedback after a job is completed. A steady flow of genuine reviews supports local trust and can improve conversion from profile views to enquiries. |
| Reply to reviews and questions | Respond clearly and professionally, including to negative feedback. Fast, human replies build trust and show that your business takes customer service seriously. |
| Use Insights properly | Check which searches trigger your listing and what actions people take. Use this to guide what you post and which services you highlight. |
| Track enquiries, not vanity metrics | Measure calls, form fills, and lead sources so you can prove what the profile generates. This is where tools like LeadTracker help connect visibility to real outcomes. |
| Review the profile monthly | Profiles drift out of date fast. A quick monthly check stops incorrect hours, wrong categories, or old services from costing you enquiries. |
Completing your business information properly
A partially filled profile limits what Google can understand about your business. Accurate categories, service areas, opening hours, and contact details give Google the context it needs to place your listing correctly. It also removes friction for customers trying to make a decision quickly.
This is not a one-off setup job. Profiles drift out of date faster than most businesses realise, especially when services change or teams grow.
This is where ongoing local SEO support makes the difference. Local SEO services
Using posts and updates to stay visible
Google Business Profile posts are often ignored, but they act as a signal of activity.
Regular updates show that a business is operating, responsive, and engaged. They do not need to be promotional. Simple updates, recent work, or operational notices tend to perform better than polished marketing messages.
Consistency matters far more than volume. An inactive profile sends the wrong message to both users and Google.
Tracking performance with real data
Posting updates without measuring results leads to guesswork. Google’s built-in insights show surface activity, but they do not tell you which listings generate calls, which pages convert, or which areas perform best. That gap is where most businesses lose visibility on what is actually working.
At Purplex, we connect Google Business Profile activity to LeadTracker, allowing enquiries, calls, and sources to be tracked properly rather than assumed.
LeadTracker lead tracking
Reviews and response behaviour
Reviews influence visibility and trust, but how you respond matters as much as the rating.
A steady flow of genuine reviews helps, but professional responses show accountability. Even negative feedback, handled properly, can strengthen confidence in your business.
Automated responses and review incentives often do more harm than good. Google watches for unnatural behaviour.
Where this fits within a wider local SEO strategy
A Google My Business profile works best when it is supported by strong on-site SEO, accurate local signals, and consistent measurement.
At Purplex, profile optimisation sits alongside Local SEO strategy and enquiry tracking, so businesses can see what visibility turns into contact and what does not.
SEO consultancy
Want more leads from your Google Business Profile?
If your listing looks active but enquiries feel slow, you usually have a tracking gap, a local SEO gap, or both. Purplex can audit your Google Business Profile, fix the on-page local signals that support it, and connect performance back to revenue using LeadTracker. For more information, contact Purplex, email grow@purplexmarketing.com, or call 01934 808132.
You can also view our services: Marketing consultancy, Web design, E-commerce, PR & communications, SEO, PPC, Filming & video production, Social media, Design & branding.
You might like to read
If you are working on local visibility and lead flow, these related posts will help you build a joined-up plan.
- 3 tips to keep ahead in local search
A current view on what drives local rankings, including profile signals, location pages, and consistency. - The ultimate local SEO checklist for businesses
A practical checklist you can use to review your local SEO and prioritise quick wins. - Google My Business lead generation and reviews
How reviews influence trust and visibility, plus how to respond in a way that supports conversions. - What are the benefits of Google My Business?
A simple breakdown of what a Business Profile does and why it matters for local enquiries.
About the author: Martyn East
I am an SEO Executive at Purplex. I help construction, glazing, and home improvement firms improve local visibility through Google Business Profile optimisation, local SEO, and conversion-led content. I also work on tracking and attribution so you can see which channels drive real enquiries, not just clicks, using LeadTracker. If you want support with your Google Business Profile and local rankings, explore our SEO services. Connect with me on LinkedIn or read more articles by Martyn East.
Published: 12 August 2016 at 09:41
Last updated: 23 December 2025
This entry was posted in Digital Marketing
