Google Business Profile toolkit for local service-based businesses

Boost your local search presence with actionable tips, strategies, and templates tailored for service businesses.

For local service-based businesses, Google My Business (GMB) is a must-have tool to increase visibility in local search results. With a fully optimized GMB profile, potential customers in your area can find you more easily on Google Search and Maps. This toolkit will guide you through each step of optimizing your profile, boosting customer engagement, and, importantly, connecting your GMB listing with your website to improve SEO.

1. Optimize your business description

Your business description is an introduction to your services and a critical part of your GMB profile. Make it clear, engaging, and locally relevant.

Example description template:

[Your Business Name] offers expert [service] to [target area] customers. We’re known for [key qualities such as customer satisfaction, quality service, etc.], and we’re here to meet your needs in [specific service area]. Contact us today or visit our website for more information!

Best practices:

  • Focus on the primary services and areas you serve.
  • Include specific local keywords related to your business and location.
  • Keep it to around 150-250 words for a quick, clear summary.

2. Link your GMB profile to your website

Integrating your GMB profile with your website strengthens your local SEO and drives customer engagement. Service businesses can increase credibility and attract more traffic by having a cohesive digital presence.

Why this matters:

  • SEO benefit: Linking GMB to your site signals to Google that your business is well-structured and locally relevant.
  • Customer convenience: Direct links to your service pages make it easy for customers to learn more, boosting the chances of conversions.
  • Cross-promotion: Embed Google Reviews on your site to showcase customer satisfaction and further build trust.

Strumark tip: Place a GMB link in prominent areas like your contact page or footer and embed Google Maps to show your service area.

3. Gather and showcase customer reviews

Customer reviews not only influence potential clients but also improve GMB ranking. Encourage clients to leave reviews on your GMB page and respond to each one—positive or negative.

Steps to get reviews:

  • Request reviews: After completing a service, send a personalized thank-you email with a review link.
  • Highlight reviews on your website: If a review aligns with your key services, feature it on your site for added credibility.
  • Incentivize Feedback: Offer small perks or discounts to encourage satisfied clients to leave reviews, but be mindful of Google’s review guidelines.

4. Post regular updates and photos

Keeping your GMB profile fresh with regular updates and quality photos improves engagement and keeps you competitive. Use updates to showcase promotions, new services, or seasonal offers, giving users a reason to revisit your profile.

GMB content calendar example:

GMB content calendar example

Photo tips:

  • Use clear, high-quality images to showcase your work (720×540 px minimum).
  • Include photos of recent projects, equipment, or customer interactions.
  • Update photos regularly to keep your profile visually engaging.

5. Using insights to refine your strategy"

GMB Insights provides key metrics about customer interactions with your profile. Use these insights to adapt your strategies and identify which services attract the most interest.

Insights to monitor:

  • Customer actions: Track how often users click to visit your website, call your business, or get directions.
  • Search queries: See which keywords users enter to find your profile and adjust your website content to better align with these terms.
  • Photo and post views: If certain photos or posts perform better, consider posting more of that type of content to keep engagement high.

 

Strumark Suggestion: Cross-reference GMB insights with Google Analytics on your site to identify where customers drop off or engage most, refining both your GMB and site strategies.

Conclusion

By following the steps in this toolkit, service business owners can maximize the effectiveness of their GMB profile, attract more local traffic, and enhance their online presence. With a solid GMB strategy integrated into your website, you’re better equipped to compete locally and drive real growth.