If you’re a local business offering services—plumbing, landscaping, accounting, or coaching, for example—your GBP is a critical platform for encouraging potential customers to take action.

Let’s look at the top features that influence conversions and how service providers can use them to their advantage.

1. A Clear and Accurate Business Description

Your business description should tell users who you are, what you offer, and where you operate. Avoid generic or vague language—specificity helps set expectations and boosts credibility. For example:

“Fully qualified electrician serving Sutton, Croydon and surrounding areas. Specialising in rewires, consumer unit upgrades, and emergency callouts.”

2. Services and Service Area Listings

Google allows you to list your core services and define your geographic service area. This is crucial for mobile users and voice search queries. If someone searches “loft conversions in Bromley,” Google uses this information to determine relevance.

Don’t just list your business category—use the Services section to break down individual offerings.

3. High-Quality Photos Build Confidence

Even for service businesses, visuals matter. Include:

  • Branded vehicles

  • Team headshots

  • Before-and-after project photos

  • Your office or van setup

People want to know who they’re dealing with—photos help build familiarity and trust.

4. Customer Reviews and Responses

Strong reviews are a known conversion driver. Encourage happy clients to leave feedback and respond to every review—good or bad. Google rewards engagement, and prospective customers pay attention to how businesses handle communication.

Tip: A profile with frequent, high-rated reviews and timely responses stands out dramatically from inactive competitors.

5. Contact and Booking Features

GBP now supports several contact options including:

  • Click-to-call buttons on mobile

  • Messaging via the Google Maps app

  • Booking integrations for appointments or consultations

These features make it easier for customers to reach out immediately—ideal for services where quick action is key.

6. Use Google Posts to Share Offers or News

The Posts feature lets you highlight updates, offers, or important service notices. For instance:

“Now offering free roof inspections in South London – book via our profile.”

This keeps your profile active and informative, while reinforcing your availability and value.

7. Add Common Questions to the Q&A Section

Rather than waiting for customers to ask, pre-load common questions and answers to help reduce friction. Examples:

  • “Do you offer weekend appointments?”

  • “Are your quotes free?”

  • “Which areas do you cover?”

These FAQs offer reassurance and save users time—both great for conversion.

Final Thoughts

For service providers, Google Business Profile is more than a listing—it’s a conversion tool. By making your profile as informative, professional, and interactive as possible, you create a seamless pathway from search to enquiry.

At Footprint Digital, we help service-based businesses make the most of Google’s local tools to grow their customer base. If your profile isn’t driving results, it may be time for a refresh.