Google Business Profile is the closest thing local businesses get to a free “lead machine”.
People search. They see a map pack. They pick someone. They call.
If your profile is half-finished, you’re basically telling Google (and customers) to send the enquiry to the next guy.
Here are nine tweaks that lift calls and quote requests without turning your life into a marketing project.
1) Nail your primary category (then stop trying to be everything)
Your primary category is one of the biggest drivers of what you show up for.
Pick the closest match to what you sell most (not the thing you do “sometimes”). Then add supporting categories sparingly.
If you want a quick audit to make sure your profile, website, and suburb targeting are all aligned, a Melbourne SEO Consultant can usually spot the obvious fixes fast.
2) Build your Services properly (don’t hide them in a paragraph)
Most businesses list services like this: “We do X, Y, Z…” in the description.
Better: use the actual Services section and add:
- Each service as its own line item
- Short, plain-English descriptions
- Anything that qualifies the job (areas, limits, inclusions)
This helps customers self-select. Less tyre-kickers. More buyers.
3) Turn your “Products” into a quote funnel
Even if you don’t sell products, you can use the Products section like a menu.
Create “products” for:
- Common jobs
- Packages
- Fixed-price offers
- “From $X” starting points (where appropriate)
Add a strong photo and a short line like:
“Enquire for availability” or “Request a quote”.
It’s a simple way to get people clicking deeper instead of bouncing.
4) Replace random photos with a deliberate photo set
Photos are trust, not decoration.
Aim for a clean set like:
- Logo (yes, keep it simple)
- Cover photo that shows what you do
- Team or owner photo (real > perfect)
- 10–30 job photos (before/after if relevant)
- Your gear, van, tools, clinic rooms, office
- A short video walkthrough (even 15 seconds)
One underrated tip: update photos monthly. It signals you’re active right now.
5) Write a description that sounds like a person, not a brochure
Nobody reads a wall of text. But they do scan for reassurance.
Use this structure:
- What you do (in one sentence)
- Who you do it for
- Where you operate
- What makes you a safe choice (speed, warranty, experience, process)
- Clear next step (call / message / book)
Keep it plain. Keep it confident.
6) Set up Q&A like an FAQ (before customers ask)
The Q&A section is gold because it answers the exact objections people have.
Seed it yourself using another Google account:
- “Do you offer quotes?”
- “What are your hours?”
- “Do you service [key areas]?”
- “Do you have a callout fee?”
- “How fast can you attend?”
- “Do you offer weekend appointments?”
Then answer like you would on the phone.
This reduces friction and increases calls from people who are ready.
7) Use Posts weekly (but make them useful, not spammy)
You don’t need to post every day. Weekly is enough.
Post ideas that actually drive enquiries:
- A recent job + a quick lesson (“Here’s what caused it…”)
- A seasonal reminder (“Book now before…” )
- A limited availability note (“2 spots left this week”)
- A simple offer (“Free assessment with booking”)
- A short FAQ post (“Cost depends on…”)
Treat posts like tiny sales assistants. Not like social content.
8) Reviews: don’t just collect them — shape them
Reviews are a ranking signal, but more importantly, they’re a conversion weapon.
Do this:
- Ask right after a win (when they’re happiest)
- Give customers a prompt so reviews are specific:
- “What did we do?”
- “What was the result?”
- “What suburb/area?”
- Reply to every review in a human way
- Don’t overthink negatives — respond calmly, offer to resolve
And if your numbers ever look “weird” (traffic down, calls down, rankings “worse”), double-check you’re reading the data correctly. Sometimes it’s not performance — it’s tracking or reporting issues. This breakdown is a handy sanity check: Top 7 data mistakes that make your SEO look worse than it really is.
9) Add the boring bits that quietly increase enquiries
These small settings matter more than people think:
- Attributes: add what applies (wheelchair accessible, online estimates, etc.)
- Messaging: only turn it on if you can reply fast
- Booking link: if you offer consults, make it one click
- Hours: keep them accurate, add holiday hours
- Service areas: list them properly (don’t overdo it)
- Call history: turn it on (if available) so you can see call activity
Then do one final thing: make sure the page your profile links to is actually useful. If it dumps people on a generic homepage with no suburb/service clarity, you’re leaking leads.
