Local businesses pour hours into likes on social media, yet they lose ready-to-buy customers on Google. The culprit is usually a neglected business profile that decides the sale right before the call or the visit.
Many local tradespeople and small business owners spend a lot of time on their online presence. They photograph their products and write long social media posts to earn a few likes from friends and acquaintances. They hope this will attract new customers. Yet the buyers who actually want to purchase something often go to the competition.
The reason is not a poor offer or a lack of creativity. The main problem is that these businesses are invisible where people actually look for services. Social media is often meant for browsing, while a serious buyer actively searches for a solution in a search engine.
Why don’t likes always lead to sales?
People use social media to relax. A nice photo of a new kitchen on Instagram might get a like, but that does not mean an order. When someone’s pipe bursts in the bathroom, they will not browse Facebook. They will open Google and type “plumber Kranj”. Customers who urgently need a service use search engines.
And this is exactly where the problem starts. If you are very active on Facebook but not among the top results on Google Maps, active buyers will not find you. Poor local presence online is a common problem for many Slovenian businesses.
Many businesses have not even created a Google Business profile. If they have, the information is often outdated and there are no customer reviews. The search engine usually shows a map with three local providers at the top. They receive most of the calls.
Check your visibility the easy way
You do not need any special tools to check where you stand. Open the browser on your phone, ideally in a private window, and type in your line of work and your town. For example “hairdresser Šiška” or “carpenter Novo mesto”.
The results will quickly show you the real picture. If you are not among the entries on the map, you will struggle to reach new customers. If you are there but have no reviews while the competition has many, people will probably choose them. Customers really do trust other people’s online reviews.
It is even worse if the information on the profile is wrong. An old phone number or incorrect opening hours quickly turn a customer away. People get frustrated fast when they arrive at closed doors even though the website says you are open.
How much does poor local presence cost you?
Some entrepreneurs think this does not matter because they get enough work through referrals. Still, it is worth calculating how much business passes you by this way.
Imagine a carpentry shop that makes dining tables. If fifty people in its area type “custom carpenter” into a search engine every month, most will click on the first three results. If your carpentry shop is not among them, you miss these potential customers every month.
Even if you won only a small share of these people’s orders, it can mean a noticeable difference in revenue. The lost earnings over a year are not negligible, especially when the only reason is an unkempt Google profile.
It is not only about money, but also about time. An entrepreneur might spend several hours a week on social media posts where direct sales are small. That time would be far better invested in tidying up the local online profile.
How to set up your Google profile?
Editing your profile on Google is fairly simple. Many entrepreneurs think a marketing agency is a must for this. While experts can help you with more demanding advertising and analytics, you can set up the basic profile entirely on your own, with no technical background.
1. Claiming your online profile
Google sometimes creates a business profile automatically from public registers. Type your company name into the search engine. If your details appear on the right-hand side, look for the link that says “Own this business?” and click it.
If the profile does not exist yet, you can create one through Google’s business page. The system will ask you to verify ownership. Sometimes this happens through an automated call or an SMS, but often they send a postcard with a code to your address. This is how Google confirms that you really are the owner and prevents abuse.
2. Entering accurate information
Once you claim the profile, fill in every field. Be precise.
- Enter the exact business name as your customers know it, and avoid adding keywords.
- Choose the most specific business category possible. For example “bicycle shop” instead of just “shop”.
- Make sure your opening hours are always correct. Do not forget to update them during holidays or time off.
- Check your contact details. The phone number must work, and the web link should lead to your website with your offer.
3. Add photos
Add a few photos to your profile. People like to see where they are going. A photo of the building’s exterior helps customers get their bearings. You can also add photos of the interior and of your team at work.
Avoid stock photos with smiling models that look artificial. A real, perhaps slightly dusty photo of your carpentry workshop will be far more convincing.
4. Collecting customer reviews
Customer reviews carry a lot of weight in the decision. A company with many positive reviews has an advantage over those without any. Most customers rarely think to write a positive review on their own, while dissatisfied customers often do so right away.
So it is good to ask customers for a review, ideally soon after the service is done. You can send them a simple message with a link to the review form. You will find this direct link in your profile’s dashboard.
Try to respond to reviews regularly. Thank people for positive feedback. Reply calmly to any negative reviews too. Customers understand that mistakes happen, but they notice how a business resolves them.
Maintaining your profile regularly
Editing your profile is not a one-off task. Take a few minutes each month to add new photos, correct your opening hours and post updates. A well-kept profile will be there for customers exactly when they need your service.
Once a business grasps the difference between users who are merely browsing online and those who are actively searching for services in a search engine, it can focus on the things that bring results. Instead of collecting likes, it is better to secure visibility in search engines. And you do not need a big budget for that.
Visibility that brings customers in
A well-kept Google profile is the foundation for reaching customers who are already looking for you. When you want to take the next step, it is time for search engine optimisation of your website and thoughtful online advertising, which turn local demand into orders. If you need help with this, get in touch with us.
