Google Business Profile — the free tool that brings in the most clients

When someone searches for “dentist Štip” or “car service near me”, the first thing they see isn’t the results — it is the map with three businesses.

Those three get the most calls. And a place there can’t be bought.

What it is

Google Business Profile (formerly Google My Business) is a free profile that shows your business in Search and Maps: address, opening hours, phone, photos, reviews.

For local services it is often more important than the website — many people never go further than the map.

Setting it up

1. At business.google.com, search for your business. It may already exist — Google sometimes creates profiles automatically.

2. Request verification. Usually a postcard with a code sent to your address, within 5–14 days. Sometimes by phone or email.

3. Fill in everything. A profile that is 50% complete ranks worse than a complete one.

What matters most

The right category. The most important field. “Restaurant” versus “Pizzeria” changes your whole visibility. Choose the most specific one, then add secondary ones.

Opening hours, including holidays. Google shows people “Open now”. If it is wrong, they turn up at a locked door — and write a bad review.

Photos. Profiles with photos get significantly more requests for directions. Real photos: inside, outside, your work, your team. At least ten.

Phone and website. The same number as on your website — inconsistency lowers Google’s trust.

Reviews — the biggest factor

Their number and rating directly affect your ranking on the map.

Ask for them. Best right after a job is done, when the client is satisfied. One polite question, no pressure.

Reply to all of them — the good and the bad. Everyone who comes after sees your replies, and they show that you are there.

To a bad review: no arguing. “We’re sorry — call us on 070… and we’ll sort it out” looks better than an explanation of who is to blame — even when you are right.

Don’t buy reviews. Google recognises them, and your profile can be suspended.

Posts and questions

The profile lets you publish short posts — an offer, news, holiday opening hours. They appear directly in the results.

And there is a questions section that users fill in. Answer them — an unanswered question stays there for years and puts people off.

If you have several locations

Each one gets its own profile, with its own address and phone number. One shared profile for three towns ranks worse than three separate ones.

How long it takes

Setup: half an hour. Verification: up to two weeks. First results: within a few weeks.

The best half-hour investment there is for a local business.