How can your Google Business Profile bring more calls? Ten steps

When someone searches for your service in your area, they often see a map with three businesses first. Whether you appear there depends a lot on your Google Business Profile. The profile is free, and you can look after it yourself. Here are ten steps that improve your chances of more calls and enquiries.

Why the profile matters so much

The KMU Digital Pulse 2025 study shows where people start their search. It comes from localsearch and Lucerne University of Applied Sciences (press release of 28 August 2025, in German):

According to the same study, 87% of SMEs with a website have a Google Business Profile. So a profile alone hardly sets you apart. What counts is how complete and well kept it is.

Google itself gives three figures, though without naming the study behind them (Google, tips for a complete profile). With a complete profile, potential customers are 2.7 times more likely to see a business as reputable. They are 70% more likely to visit and 50% more likely to consider buying.

How Google ranks local results

Google names three factors for local ranking (Google, improve your local ranking):

You can't buy a better position. Google states that you can't request or pay for a better local ranking.

Ten steps to more calls

1. Claim and verify your profile

Sometimes Google has already created a listing for your business. Claim it and verify that you run the business. According to Google, verified profiles are more likely to appear in search results.

2. Use your real name

The name on your profile must match the name on your sign, website and letterhead. Extras such as a place name, slogan or search terms are not allowed. Otherwise Google may suspend the profile (Google, guidelines for profiles).

3. Choose the right primary category

The category tells Google what your business is about. Pick the category that describes your core business most precisely. Additional categories complete the picture.

4. Enter your address or service area correctly

If customers come to you, your full address belongs in the profile. If you work at your customers' premises, as a painter or electrician for example, hide your address. Enter your service area instead.

5. Keep your opening hours up to date

Enter your regular hours and add special hours for public holidays. Wrong hours send customers to a locked door.

6. Add your phone number and website correctly

The phone number must lead directly to your business, and premium-rate numbers are not allowed. Link to your own website, not a social media page. If you offer online booking, add the booking link to your profile too.

7. Describe your services

List each service separately, using the words your customers use. Write an honest, short description of your business. Choose suitable attributes, such as parking or step-free access.

8. Upload photos regularly

Your logo, cover photo, team, premises and work show who you are. Upload new pictures at regular intervals. Google recommends photos that show your business.

9. Ask for reviews, without incentives

After a job, send happy customers the link to your profile. Google doesn't allow incentives for reviews, so no discounts or gifts in return. It's best to ask right after you finish a job.

10. Reply to every review

Say thank you for praise and respond calmly to criticism. According to Google, this shows that you value your customers' opinions. Other readers also see how you deal with problems.

Three mistakes that cost you calls

• Two profiles for one business: Google allows only one profile per business. Duplicate listings confuse customers and Google. Have old listings merged or removed.
• Old details after a move: A new address or number belongs in the profile straight away. Otherwise people call a dead line or drive to the wrong place.
• Criticism without a reply: An unanswered bad review stays visible. A calm reply shows that you care.

What to check every month

A profile is never quite finished. Go through these points once a month:

• Are the opening hours right for the next public holidays?
• Have you replied to new reviews?
• Are there new photos of recent work?
• Has anyone suggested a change to your profile?
• How many calls, direction requests and website clicks does the profile's performance report show?

The last question is the most important. Note the figures every month. That way you see whether your changes are working.

What help with your profile costs

The profile itself is free on Google, and the ten steps take you a long way. If you'd rather hand the work over, we'll take it off your hands. The Visibility package has a guide price from CHF 900 one-off:

• Google profile set up and optimised
• Automatic review request after the job
• Pages for your services and locations on your website
• Structured data for AI answers

We agree the fixed price with you based on effort, depending on what you need. If you build a website with us, your Google profile comes with every package. Ongoing care of your profile is included in the Active care plan from CHF 390 per month. You can cancel it any month. The free website check shows how your profile stands today. Find out more under Visibility.

Start with step 1. Let's get going.

Frequently asked questions

Does a Google Business Profile cost anything?

No, the profile is free on Google. According to Google, you can't buy a better position either. At most, you pay for help with setting it up and looking after it.

How quickly does a better profile bring more calls?

There is no fixed figure for this. It depends on your industry, location and competitors. So note the calls, direction requests and website clicks from the profile's performance report before and after your changes.

Can I reward customers for reviews?

No. Google doesn't allow incentives for reviews. Ask your customers for an honest review right after the job and send them the link.