For a lot of small businesses, a Google Business Profile is the closest thing to a storefront window most customers will ever see. Before someone visits your website, calls your office or walks through your door, they're looking at your profile: your photos, your reviews, your hours and whether anything about it feels current. A neglected profile sends a message just as loudly as a great one does, just not the message you want.
Here's what's actually worth your time.
Real Photos, Not Filler
Photos are one of the fastest ways to build trust or lose it. Google's own guidance is direct: use high-quality images of your products, services and premises, and don't use stock photos. Customers can tell the difference, and so can Google.
A few technical basics to keep in mind: JPG or PNG files, between 10 KB and 5 MB, with a recommended resolution around 720 by 720 pixels. Photos should be in focus, well lit and free of heavy filters or edits. The goal is a photo that represents reality, not a highlight reel version of your business.
The best photos usually come from real moments, not staged ones. Capture images during an actual service call, installation or project rather than setting up a separate photoshoot. It's less work for you, and it reads as more authentic to anyone scrolling through your listing.
Don't Set It and Forget It
A lot of businesses upload a handful of photos when they first claim their profile, then never touch it again. That's a missed opportunity. Profiles that get updated regularly earn significantly more views than ones that sit static. Aim to add new photos at least monthly. If you can manage weekly, even better.
This doesn't need to be complicated. Rotate in photos of your team at work, your space, finished projects or products in real use. Consistency matters more than volume here.
Give Your Products a Real Spotlight
If your business sells physical products, Google's Products feature lets you list them individually, each with its own name, description, price if relevant and photo. Instead of a customer landing on your profile and having to guess what you actually offer, they can see it laid out clearly.
When you write those descriptions, keep the language grounded. Skip subjective claims like "best" or "#1." Google actually discourages this kind of language, and it doesn't build trust anyway. Specific details, like what makes a product different, how long you've offered it or any certifications behind it, do far more to convince someone than a superlative ever will.
A Complete Profile Is a Working Profile
Photos and products are the visible part, but completeness matters across the board: accurate categories, updated hours (including holiday hours), a clear business description and consistent contact information. Google rewards profiles that look actively maintained, and a profile with gaps can quietly cost you visibility in search results you'd otherwise show up in.
This Is a Habit, Not a Project
The businesses that get the most out of their Google Business Profile aren't the ones who did one big cleanup and walked away. They're the ones who treat it like part of their regular routine: a few new photos each month, a quick check that everything's still accurate, a product list that actually reflects what they're selling right now.
Small, steady attention here compounds the same way it does everywhere else in marketing.
Want your Google Business Profile pulling its weight?
Shepheard Marketing helps small businesses stay visible in the places customers are already looking, including the ones that get overlooked.
If you're ready to make your profile work as hard as the rest of your marketing, contact us now.