5 Google Business Profile Mistakes Small Businesses Make (And How to Fix Them Fast)
Introduction
Hey there! If you run a local business, your Google Business Profile (GBP) is the most important piece of digital real estate you own.
Think of it this way: when someone searches for "plumber near me" or "best coffee Dublin," your GBP is your digital front window. It’s the first thing they see!
The good news is that most small businesses make simple, fixable mistakes that are literally scaring customers away. The better news? Fixing these issues can instantly boost your visibility and your bottom line.
Here are the 5 biggest mistakes we see, and the simple steps to fix them today.
1. The "Open/Closed" Confusion (Wrong Hours)
The Mistake:
You finally update your hours on the website, but you forget to update them on your Google Business Profile. Or, even worse, you don’t update your holiday hours!
A potential customer drives over, sees the "Closed" sign, and instantly feels frustrated and let down. They are now going to your competitor. This is a huge, trust-killing mistake.
The Fix (The "Set It and Check It" Rule):
Be Meticulous: Every time you change your hours, even for an early closing on a Friday, update your GBP first.
The Holiday Audit: Schedule a reminder to check your GBP hours 1-2 weeks before major holidays (Christmas, Easter, St. Patrick’s Day, Thanksgiving, etc.). Google even has a special section for "Special Hours" so use it!
The Consistency Check: Make sure the hours on your GBP match your website, Facebook page, and any other online listing exactly. Google loves consistency (it tells them you are a reliable business).
2. The Silent Treatment (Ignoring Reviews)
The Mistake:
You get a great 5-star review, and you do nothing. You get a bad 1-star review, and you panic and ignore it.
Reviews are modern-day word-of-mouth. Ignoring a positive review makes you look ungrateful, and ignoring a negative one makes you look like you don't care about customer problems.
The Fix (The "Respond to All" Strategy):
Reply to the Good: A simple, specific "Thank you so much, [Customer Name]! We appreciate you mentioning the [specific thing they liked]." This shows other potential customers that you are engaged and friendly.
Address the Bad, Stay Calm: Never get defensive. Reply professionally, apologise for the experience, and offer a way to take the conversation offline. (e.g., "We are so sorry this happened. Please call me directly at [phone number] so we can fix this for you.") You look responsible, and the reviewer feels heard.
Ask for More: Make it a habit to politely ask happy customers for a review. The more recent reviews you have, the better Google treats your profile!
3. The Stock Photo Fail (Bad or Missing Images)
The Mistake:
Your GBP has no photos, or worse, you’ve used a blurry picture of your business sign from three years ago, or a generic, boring stock photo of people shaking hands.
People shop with their eyes! Your GBP is often the first visual impression a customer has. Low-quality or missing images create zero trust.
The Fix (The "Real Life" Showcase):
Quality is Key: Use your smartphone to take bright, high-quality pictures of your actual premises, your team (smiling, please!), and the work you do (before/after shots are gold for trades and services).
Show the Goods: Add pictures of your top-selling products or services. If you’re a bakery, show the cakes! If you’re a mechanic, show your clean, busy workshop.
Keep it Fresh: Google rewards active profiles. Upload a new, great photo every two weeks to show you are open, active, and proud of your business.
4. The Vague Title Trap (Wrong Category)
The Mistake:
You chose a category that is too broad, like "Retail" or "Consultant."
If a customer is searching for a "shoe repair shop," and your primary category is just "Retail Store," Google is far less likely to show your profile than the shop that chose the specific category of "Shoe Repair Service."
The Fix (The "Be Specific" Rule):
Choose the Perfect Primary Category: Go into your GBP dashboard and make sure your primary category is the most specific, perfect fit for your main service.
Use Secondary Categories: You can add a few extra categories! Don't just pick one. If you’re a coffee shop, you might be a "Coffee Shop" (Primary) and a "Bakery" (Secondary). This helps you show up in more relevant searches.
5. The Blank Space Blunder (Ignoring Posts)
The Mistake:
You set up your GBP, filled out the main details, and haven't touched it since. Your profile is stale, and your customers (and Google) think you're sleeping on the job.
The "Posts" feature lets you share news, offers, and events right on your Google profile, where customers are already looking! Ignoring this is like having a digital megaphone and keeping it turned off.
The Fix (The "Post Weekly" Habit):
Treat it Like a Mini-Social Media: Posts are perfect for things you can’t put in your description, like special offers, seasonal sales, new product lines, or changes to your booking system.
Always Include a Button: Use the built-in Call To Action (CTA) buttons like "Call Now," "Book," or "Learn More" to drive immediate action.
Be a News Source: Let people know what’s going on! "New Winter Menu is Here!" or "20% Off All Services This Week!"—this is high-value, relevant content that makes people click.
Ready for an Upgrade?
Your Google Business Profile isn't just a listing; it's a powerful marketing tool that works 24/7. By fixing these five simple mistakes, you can jump ahead of your competition, earn customer trust, and drive more local calls and visits.
If you’d like to know exactly where your current Google Business Profile is letting you down, Kennedy Wood Marketing can run a quick Digital Audit for your entire online presence.