Unlocking Customer Growth Through Effective Google Business Profile Optimisation

Let’s meet Tom, the owner of a successful local gardening business. Over the years, his company, known for offering top-tier landscaping and garden maintenance services, had grown to a healthy turnover of ￡1.3 million. Tom had built his reputation through hard work and word-of-mouth, but as more people turned to Google for recommendations, he realised that his business needed to be more visible online.

Although Tom had a website and a few social media profiles, he knew that most of his new customers were finding him by searching online. But something wasn’t working—people were landing on his website, yet the phone wasn’t ringing as much as he had hoped. That’s when Tom discovered the power of optimising his Google Business Profile (formerly Google My Business). This one simple but powerful tool was key to unlocking new customer growth locally, and it didn’t require a big marketing budget or technical expertise.

Here’s how Tom optimised his Google Business Profile and transformed it into a customer-generating machine.

1. Make Sure Your Profile is Fully Completed

The first thing Tom did was ensure that every single section of his Google Business Profile was filled out correctly. Previously, his profile only had basic information: his business name, address, and phone number. But Tom realised that potential customers were looking for more.

He added in detailed descriptions of his services—like 'lawn care', 'garden design', and 'tree pruning' - along with high-quality photos of his team in action and the beautiful gardens they had created. Tom also updated his business hours to reflect his availability, making sure potential customers knew exactly when to call.

By providing this extra detail, Tom’s profile became more appealing to searchers, and Google rewarded his efforts by pushing his profile higher in local search results.

Lesson: Take the time to fully complete your Google Business Profile. Include detailed descriptions of your services, high-quality images, and accurate business hours. Ensure that your business description includes both the service and local elements. The more complete your profile, the more likely Google is to show it to potential customers.

2. Use High-Quality Photos to Attract Attention

Tom realised that his potential customers weren’t just looking for generic gardening services—they wanted to see examples of his work. So, he added high-quality photos of his best projects. He featured before-and-after shots of gardens that his team had transformed, photos of beautiful flowerbeds, and even some behind-the-scenes images of his team in action.

These photos not only gave potential customers a clear sense of the quality they could expect, but they also helped Tom’s business stand out from the competition. When customers could see the actual results of his work, they felt more confident in choosing him.

Lesson: High-quality photos are a powerful way to make your business stand out. Include images that showcase your work, your team, and any special projects. Visuals can help build trust with potential customers before they even contact you.

3. Encourage Customer Reviews

Tom knew his clients loved his work, but he wasn’t leveraging that positive feedback online. He started asking his happy customers to leave reviews on his Google Business Profile. It didn’t take much—just a quick follow-up email or a conversation at the end of a job asking, “Would you mind leaving us a quick review on Google?”

Within weeks, Tom’s profile was filled with glowing 5-star reviews from satisfied customers who talked about his reliability, professionalism, and the stunning gardens he had created. These reviews helped build credibility with new customers who were searching for trustworthy gardening services.

The more reviews Tom collected, the higher his profile appeared in search results, and potential customers felt reassured that they were making the right choice by hiring him.

Lesson: Positive reviews are critical to building trust with new customers. Don’t be afraid to ask your happy customers to leave a review on your Google Business Profile. The more reviews you have, the more credibility and visibility your business will gain.

4. Respond to Customer Reviews—Good and Bad

Tom quickly realised that responding to reviews was just as important as receiving them. For every positive review, he made sure to reply with a personal thank you. This simple gesture showed that he valued his customers’ feedback and helped build stronger relationships.

Occasionally, he received a less-than-perfect review. Instead of ignoring it, Tom took the opportunity to respond professionally, addressing the customer’s concerns and offering to make things right. This not only reassured the reviewer but also showed potential customers that he cared about providing excellent service.

Lesson: Responding to reviews—whether positive or negative—shows potential customers that you value feedback and are committed to providing great service. It can also help build trust and improve your business’s reputation.

5. Post Regular Updates to Engage Your Audience

Tom discovered that he could post updates directly to his Google Business Profile, much like social media. He used this feature to share news about seasonal services, special promotions, and even tips on garden maintenance. These posts helped keep his business top of mind for potential customers who were considering landscaping projects but hadn’t yet made a decision.

By posting regularly, Tom kept his profile active, which not only engaged his audience but also signalled to Google that his business was up-to-date and relevant—giving him a further boost in search rankings.

Lesson: Regularly update your Google Business Profile with posts about promotions, news, or useful tips. Keeping your profile active and fresh will help you engage potential customers and improve your local search visibility.

The Results

Within just a few months of optimising his Google Business Profile, Tom saw a noticeable increase in enquiries. His business started appearing higher in local search results, and potential customers were more engaged thanks to the high-quality photos, positive reviews, and regular updates. Tom didn’t need to spend a fortune on digital marketing—his efforts in optimising his Google Business Profile helped him attract new clients and grow his business with minimal cost.

Why Google Business Profile Optimisation is Essential for Customer Growth

Your Google Business Profile isn’t just a listing—it’s a powerful tool that can help you build trust, increase visibility, and attract new customers. By fully optimising your profile, using high-quality visuals, collecting and responding to reviews, and keeping your profile up to date, you can unlock new customer growth without needing a large marketing budget.

If Tom’s story resonates with you and you’re ready to make your Google Business Profile work harder for you, let’s connect. As The Customer Growth Coach, I can help you optimise your profile and create a strategy that drives real results.

– Mark A Preston, Customer Growth Coach & Speaker