A comprehensive guide to your Google Business Profile

Jon Richardson • August 2, 2024

Understanding the power of your Google Business Profile

Having a robust online presence is no longer a luxury because it's a necessity for any business. Google Business Profile (GBP), formerly known as Google My Business, serves as the cornerstone of your online visibility. This free tool allows you to showcase your business on Google Search and Maps, directly connecting you with potential customers searching for your products or services.

Imagine a potential customer searching for a bakery in their area. Within seconds, Google Search presents them with a list of relevant options. Businesses with a well-maintained GBP profile appear prominently, complete with vital information like address, contact details, opening hours, and customer reviews. This empowers the customer to make an informed decision, potentially leading them straight to your doorstep.

Creating Your Google Business Profile - A Step-by-Step Guide

Taking your business online has never been easier, and claiming your free Google Business Profile (GBP) is a fantastic first step. A well-maintained GBP helps potential customers discover your business in Google Search and Maps, increasing your online visibility and attracting new clients. Here's a detailed guide to walk you through the process:

1. Sign Up and Sign In

The journey begins at [Google Business Profile](link to Google Business Profile). Click "Manage now" and log in using a Google account associated with your business. If you don't have one, creating a new Google account specifically for your business management is recommended. This keeps your business information separate from personal accounts.

2. Enter Your Business Information

This is your chance to shine! Provide the key details that will make your business stand out to potential customers. Here's what you'll need to fill in:

Business Name: Ensure it accurately reflects your brand and is consistent across all online platforms.
Address: Accuracy is crucial. Double-check the address to avoid any confusion for customers trying to locate you.
Phone Number: Include your primary business phone number for easy customer contact. Consider adding a secondary number if applicable.

3. Categorise Your Business

Help Google understand what you do! Selecting the most relevant primary category is vital. Google offers a vast selection, so take some time to browse and find the perfect fit. For example, a bakery would choose "Bakery," while a legal professional would fall under "Lawyer." You can even add secondary categories to define your offerings further.

4. Verification is Key

Verification is the golden ticket to boosting your GBP's credibility and search ranking. Google offers a few verification methods to choose from.

Verifying your Google Business Profile (GBP) is a non-negotiable step for any business aiming to enhance its online presence and local SEO. A verified profile signals to Google and potential customers that your business is legitimate and trustworthy. It unlocks a range of benefits, including:

Increased visibility: Verified profiles are more likely to appear in local search results.
Enhanced credibility: A verified badge instills trust in customers.
Access to more features: Verified profiles can utilize features like messaging, booking appointments, and posting updates.
Improved local SEO: Verification is a ranking factor for local search results.

Google's Verification Methods: A Breakdown

Google offers several methods to verify your GBP. The specific options available to you may vary depending on your business type and location. However, more often, they require video verification.

The Rise of Video Verification and Video Calls

In recent times, Google has increasingly implemented video verification and video calls as a method to ensure business legitimacy. This added layer of security helps combat fraudulent profiles and provides a more robust verification process.

Video Verification: This involves recording a short video of your business premises, showcasing specific details like your business name, address, and interior or exterior shots.

Video Calls: In some cases, Google may request a live video call to verify your identity and business ownership. This typically involves showing identification and answering questions about your business.

Tips for Video Verification and Video Calls:

Prepare your business: Ensure your business is tidy and well-lit for video recording.
Be clear and concise: Clearly display your business name, address, and any other requested details.
Be ready to answer questions: Have information about your business readily available.
Maintain professionalism: Dress appropriately and be polite during video calls.

While video verification and calls might seem like an extra hurdle, they contribute to a more secure and reliable Google Business Profile ecosystem. By successfully completing the verification process, you're taking a significant step towards boosting your business's online visibility and reputation.

Optimising Your Google Business Profile: Improve your Rankings on Google Maps

Setting up your GBP profile is just the first step. To truly leverage its potential, you need to optimise it for maximum visibility and engagement.

Create a Compelling Description

Use the business description section to showcase your unique selling points and what sets you apart from competitors. Highlight your specialities, customer service philosophy, and brand personality in a concise and engaging way.

Showcase Your Business with High-Quality Images. Visuals are powerful tools for grabbing attention. Upload high-resolution photos that showcase your storefront, products, services, and team. Don't forget to regularly update your photos to keep your profile fresh and visually appealing.

Update your Google Business Profile with your Products and Services

Keeping your Google Business Profile's product and service listings up-to-date is essential for business success. By accurately reflecting your offerings, you improve your search visibility, enhance customer experience, and boost sales. Detailed product information helps customers make informed decisions, while regular updates signal to Google that your business is active and relevant, improving your local search rankings.

Essentially, a well-maintained product and service list can significantly increase your chances of attracting and converting customers.

Keep Your Google Business Profile Up to Date

Ensure all your business details, including address, phone number, website URL, and opening hours, are accurate and up-to-date on your GBP profile. Inconsistencies can lead to frustrated customers and missed opportunities.

Utilising Google Business Profile Posts for Enhanced Engagement

GBP posts allow you to share updates, announcements, and special offers directly with your audience. This functionality allows you to stay connected with existing customers and attract new ones. Here are some engaging post ideas:

Promote upcoming events, sales, or promotions.
Share new product launches or service offerings.
Highlight customer testimonials or positive reviews.
Showcase your team or company culture.
Offer behind-the-scenes glimpses into your business operations.

Beyond the Basics - Advanced GBP Features to Explore

As you become more familiar with GBP, explore some of its advanced features to further enhance your online presence:

Messaging: Enable the messaging feature to transform your GBP into a direct communication channel. This allows potential customers to reach out with questions or inquiries directly through your profile. Responding promptly fosters trust and a personalised experience, ultimately increasing the chance of converting leads into sales.

Insights: GBP's Insights dashboard provides a treasure trove of information about how customers discover your business. Analyse data on search queries used to find you, demographics of your audience, and user actions taken on your profile. These insights are invaluable for refining your GBP strategy. By understanding your customer base, you can tailor content, offerings, and communication to resonate better, maximising the impact of your profile.

Shortcuts: Make life easier for your customers with GBP's shortcut functionality. Create convenient shortcuts for frequently requested actions. This could include booking appointments, placing online orders, or visiting specific sections of your website. By removing friction from the customer journey, you can improve satisfaction and drive conversions.

Mastering your Google Business Profile for Success

By harnessing the power of Google Business Profile, you can significantly elevate your online visibility and connect with potential customers in a meaningful way. By following this comprehensive guide and consistently optimising your profile, you can transform your Google Business Profile into a powerful tool for attracting new customers, fostering brand loyalty, and ultimately achieving your business goals.

While setting up and verifying your Google Business Profile is a one-time job, managing it requires ongoing work. Optimising it so that you appear higher on Google Maps and ultimately in Google Search Engine Results Pages (SERPs) requires expert knowledge and a defined strategy.

However, the benefits of managing or optimising your profile are significant. You will stand a much better chance of ranking for … near-me or location-based searches, which can provide a steady stream of leads or customers for your business.

Conclusion

Your Google Business Profile is a valuable marketing tool for your business. If managed properly and optimised effectively, it can generate significant leads and customers.

The first step in maximising the opportunity presented by your Google Business Profile is to understand how it is currently ranking on Google Maps.

At Overt Digital Media, we provide a free audit that will provide you with a comprehensive ranking report. To request this, please complete the form below and one of our consultants will send you your report back within a couple of days.

Make Use of Customer Reviews

Positive reviews from satisfied customers act as social proof, building trust and credibility with potential customers. Encourage satisfied patrons to leave reviews on your GBP profile by politely requesting them after every positive interaction. Respond to all reviews, both positive and negative, in a professional and timely manner. Acknowledge positive feedback with gratitude and address negative reviews by offering solutions and demonstrating your commitment to customer satisfaction.

Request your Google Business Profile SEO Audit

Keep Your Information Current

Utilising Google Business Profile Posts for Enhanced Engagement

Promote upcoming events, sales, or promotions.
Share new product launches or service offerings.
Highlight customer testimonials or positive reviews.
Showcase your team or company culture.
Offer behind-the-scenes glimpses into your business operations.

Beyond the Basics - Advanced GBP Features to Explore

As you become more familiar with GBP, explore some of its advanced features to further enhance your online presence:

Mastering Google Business Profile for Success

Conclusion

Your Google Business Profile is a valuable marketing tool for your business. If managed properly and optimised effectively, it can provide significant leads and customers for your business.

The first step in maximising the opportunity presented by your Google Business Profile is to understand how it is currently ranking on Google Maps.

Request your Google Business Profile SEO Audit

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Is your website costing you more than a redesigning it would?

By Jon Richardson • August 8, 2026

Is your website costing you money each month You’ve already invested in a website. Maybe you put it together yourself one weekend, or perhaps you hired someone a few years back. Either way, it’s out there for everyone to see. But here’s the problem: it’s not helping your business. Each month, you pay for hosting, domain renewals, and maybe a few plugin subscriptions. But the biggest cost isn’t those monthly fees. It’s the steady flow of potential customers who visit your site, get confused, and leave for a competitor. When you think about redesigning your website, it’s easy to focus only on the upfront cost. You might think, "That’s money I could use somewhere else." But keeping an outdated or broken site running is rarely the cheaper choice. It could actually be your most expensive mistake this year. The Hidden Cost of an Underperforming Website Here’s what your current website might really be costing you behind the scenes: Lost enquiries every day: If your site loads slowly on a phone, or if visitors can’t tell what you do within five seconds, they leave. That’s not just lost traffic, it’s lost revenue. If you have Google Analytics set up, check your ‘Bounce’ rate - the number of visitors who leave (bounce) off your website within 10 seconds without taking further action. Wasted ad spend: If you run paid ads or social media campaigns pointing people to a site that doesn't convert, you are literally paying to for nothing Damage to your reputation: First impressions count. If your site looks like it’s from 2012, people may think your business is outdated too. When you think about all the missed phone calls and empty contact forms, a poorly performing website can cost you much more than fixing it ever would and the longer you leave it the more it will cost you. Looking at Your Website as an Investment Try to see a website update not as an expense, but as a way to earn money. A new website doesn’t have to be expensive. You don’t need fancy animations or complicated features. What matters is having a site that appeals to your customers, and is fast and clear, one that turns visitors into customers. When your website works well, everything changes. If a new site helps you get just two or three more clients each month, it quickly pays for itself. How to Know When It’s Time for a Change You don’t need to be a marketing expert to spot when your site is outdated. Ask yourself these three questions: Can someone figure out how to work with you within ten seconds of landing on your homepage? Don’t trust your own judgement here, ask someone who doesn't know your business Does the site load quickly and look good on your phone? Do you need to pinch or zoom at any point? Do people actually use your site to contact you, or is it just sitting there like a digital business card? If you answered no to the first two, or yes to the last one, your current setup is costing you more than you think. You don’t have to spend a lot to fix it. Take a look at our clear pricing options to see how easy it can be to upgrade your online presence, or contact us to discuss what a lead-generating website could look like for your business.

Will an AI Receptionist make your Business Sound Cheap

By Jon Richardson • July 30, 2026

The difference between damaging your reputation and improving your service The main concern most business owners have about AI receptionists is not whether the technology works, but whether it will harm their reputation. You've put in years of effort to build up trust with your customers, since they know you. The idea of them hearing a mechanical voice, realising they're speaking to a machine, and then quietly wondering if you've cut your budget is a genuine worry—and it calls for a serious response, not just some marketing nonsense. The real fear If you picture an AI answering your phone, you'll most likely have an image something like this: it will be flat, show no emotions, and lack social awareness. Its voice will at once make the person who is calling think "I'm speaking to a machine". It's the sort that stumbles when someone has a rather unusual name or puts in a question that is only slightly unexpected. It's the kind that makes you seem as though you've cut corners in your customer service. It seems risky for someone who is a plumber, electrician, accountant, or consultant since your phone is usually the first point of contact and a poor experience at that stage can result in you losing the contract before you've even produced a quote. The second concern is more subtle. Even if the AI functions perfectly, certain customers could still be put off by the fact that it is automated. They may not call us again next time and might tell their friends, "Yes, they've gone fully automated now." This kind of reputational risk seems genuine since, to some extent, it is. What’s actually changed Actually, there has been a remarkable improvement in AI voice quality over the past 18 months; the best systems no longer come across as obviously robotic and instead sound as if they are being spoken by a real person—specifically, a professional receptionist having a normal conversation. However, there is an important exception: not all AI receptionists are the same. Some do sound natural. Others still sound as if they have been processed. And the difference is very significant. A good AI receptionist should: Sound conversational, not scripted. Handle common accents and speech patterns without stumbling. Pause and think (just like a human receptionist does) Ask sensible follow-up questions. Know when to hand over to a human without making it awkward. The higher-quality ones manage to do it well, while the cheaper ones don't, and your customers will be able to tell the difference. The customer experience question That's where things become interesting. You could think that customers dislike speaking to AI, but research and practical experience indicate a more complicated situation. Customers are usually not upset when an AI receptionist is used, provided it actually deals with their issue. They telephone to book an appointment, report a problem, or obtain basic information. They are often content with this arrangement if the AI can look after it within thirty seconds; and they are certainly satisfied with it if the other option is to wait on the phone for five minutes or having to call back during business hours. The issue isn't the AI itself, but rather with a poor-quality AI that causes it to repeat itself, fails to understand, or forces them into a frustrating conversation; it's that kind of experience which is negative. As for a good one, most customers never even notice it. Even so, the risk is there. Certain customers—especially older ones or those with more complicated requirements—may prefer to speak to a human. They may feel more at ease booking with a live person, and there is merit in that confidence, particularly in cases where trust is important. Where the real risk is (and where it isn’t) An AI receptionist works well when: Most of your calls follow a predictable pattern (booking appointments, taking messages, basic troubleshooting) Your customers are comfortable with technology. Your business model benefits from handling calls 24/7 You’re solving the “missed call” problem (calls coming in when you’re with other clients) An AI receptionist is risky when: Every call is complex and needs expert judgment. Your brand position depends on the personal touch. You’re using it as an excuse to avoid hiring. You’ve chosen a cheap system with mediocre voice quality. The honest trade-off As long as you select the right AI receptionist and use it correctly, it won't make you come across as cheap; on the contrary, it usually makes you sound professional and well organised. A response such as "Thanks for calling; I'll get someone to you shortly" given by a system that sounds natural seems competent. But it will make you sound cheap if you: Use a system with obviously robotic audio. Let it fumble through calls instead of handing to a human. Configure it to sound generic and corporate instead of like your business. Use it to avoid hiring when you actually need staff. The true skill lies in being able to tell the difference between using AI for high-volume, low-complexity tasks (which is a proper use) and using it to completely bypass customer service (which is a wrong use); the first option allows your team to focus on higher-quality work, while the second only serves to annoy customers. What you should actually test Before you decide on using an AI receptionist, listen to actual examples. Not demonstrations in which they have rehearsed the conversation, but real calls, complete with awkward pauses and unexpected questions. Ask the provider: May I get some feedback on the way it deals with people who don’t adhere to the script? What does it sound like when it does not understand something? How does it pass over to a human? Could it deal with the particular terminology used by my business? So what is my customer data actually like in your system? If they won’t give you honest answers to those questions, that’s a red flag. If the audio samples all sound slightly too perfect, that’s another one. The better providers are transparent about their limitations. They know they won’t be right for every business. They know some calls need a human. And they’re happy to show you exactly what that looks like. Test our AI Receptionist - Lucy. Call 07441 350210 to talk to her directly The bottom line It's not silly of you to be concerned about customer experience; in fact, that's precisely the right thing to be thinking about. However, the issue isn't whether an AI will damage my reputation; it's whether this AI, when used in this way, will improve or damage my reputation. The answer depends entirely on the item you are purchasing, how you set it up, and whether you are using it to improve your service or replace it. A good AI receptionist should not come across as a way of cutting costs; it should give the impression that you have improved your systems, and that's precisely what you do have if you handle the situation correctly. Learn more about how an AI Receptionist can help your business

Laptop screen showing the ChatGPT homepage on a dark interface against a pink background

Your Website Should Be a Lead-Generating Machine, Not an Online Brochure

July 30, 2026

Most business websites are just digital brochures. They look professional, explaining what you do, listing your services, but not generating leads.

10 Reasons Your Website Isn't Generating Leads (and How to Fix It)

By Jon Richardson • July 4, 2026

If your website were your sole source of leads, would you have a business today?

Ranking for ChatGPT: What Small Businesses Need to Know About LLM Optimisation

By Jon Richardson • June 29, 2026

How to get found in AI Things are different now. For a long time, small business owners were told to aim for page one on Google. You worked on keywords, updated your meta tags, and hoped it would pay off. But now, the way people find your business is changing quickly. Google’s search results are starting to be replaced by AI Overviews . Instead of scrolling through links, people now ask ChatGPT, Gemini, and Perplexity for recommendations. These tools are not just search engines; they are answer engines. If your website isn’t set up for Large Language Models (LLMs), your business may not show up for the AI assistants your customers use. Here’s what you should know to stay visible in today’s digital marketing world. Stop Thinking Keywords, Start Thinking Context Traditional SEO focused on matching words. If someone searched for "plumber in Christchurch," you made sure that phrase was on your page. LLM optimisation, sometimes called Generative Engine Optimization (GEO), is different. AI models look for understanding, not just keywords . AI reads your site to learn who you are, what you offer, and how trustworthy you seem. When someone asks ChatGPT, "Who is the best web designer for a small law firm in Bournemouth?", the AI checks its training data and the web for the best answer. If your site only has keywords and lacks clear context, the AI will ignore it. The AI Playbook: 3 Ways to Get Recommended To show up in AI-generated answers, your website should be a main source of reliable information. Here’s how you can do that: 1. Use the "Inverted Pyramid" for Answers AI models work quickly and want answers right away. Set up your service pages like a news article: The Direct Answer: Start with a 50-60 word summary that explicitly states what you do and who it's for. The Context: Next, explain how you work, why you do it that way, your process, what makes you different, and your local knowledge. The Proof: Finish with facts, customer testimonials, and real case studies. If you run a cleaning company in Southampton, don’t hide your list of services at the end. Let the AI and your visitors know what you offer right at the start. 2. Turn Headings into Questions People talk to AI. They ask things like, "How much does a new website cost in Dorset?" or "What's included in a social media management package?" Instead of a plain heading like "Our Prices," try a question such as "How much do our web design services in Christchurch cost?" This makes it much easier for an LLM to match your content to what users ask. 3. Make the Most of Structured Data (Schema) Schema Markup is a special language for machines. It’s code that tells AI your business name, your address in the New Forest, your opening hours, and your service categories. At Overt Digital Media, we make sure every site we build uses advanced SEO and schema tagging. This way, when an AI bot visits your site, it doesn’t have to guess your details. It knows them for sure. Why Local Authority Still Wins AI models care about how close you are and your reputation. They look for real businesses with a strong presence. That’s why it’s more important than ever to be consistent across the web. If your address is different on social media and your website, it can confuse the AI. Whether you run a micro-pub in Bournemouth or work as an IT specialist in Southampton, keeping your Name, Address, and Phone (NAP) consistent across Dorset and Hampshire signals to AI that your business is real and trustworthy. Is Your Website Ready for the AI Shift? The shift from traditional search to AI-driven answers isn’t coming; it’s happening right now. The businesses that adapt today will be the ones ChatGPT and Gemini recommend as top choices tomorrow. Don’t let your business disappear online. Make sure your website is speaking clearly to these new AI models. Is your website AI-ready? Get a free website audit today and we'll show you exactly where you stand and how to start ranking for the future.

Why Your Website Needs AI

By Jon Richardson • June 24, 2026

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The truth about 'AI Agencies'

By Jon Richardson • June 20, 2026

Do you really need an AI Agency in 2026?

How an AI Agency can help small businesses

By Jon Richardson • June 8, 2026

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How to choose the right A.I. Agency for you

By Jon Richardson • May 18, 2026

How to Choose the Right AI Agency for your business The AI gold rush is in full swing. Spend five minutes on LinkedIn or at any networking event, and you’ll see plenty of AI consultants. That’s the problem. Every agency is suddenly an "AI agency." Every consultant is an "AI expert." Strip away the buzzwords, and most business owners are left asking a very fair question: What am I actually paying for here? If you're thinking about bringing AI into your business, and you should be, you’re probably not looking for something flashy. You want less admin. Fewer repetitive jobs and more time for the work that actually matters. That’s really what this comes down to. The right partner helps you get time back. The wrong one gives you an expensive toy you won’t use. So if you're trying to work out who actually knows their stuff and who’s just rebranded last week, here’s how to tell. 1. Don’t be blinded by the technology The biggest mistake you can make is hiring someone who talks about technology before they understand your business. You’ve probably heard the pitch before. We can install this clever tool. We can build that smart assistant. Fine. But if they haven’t asked how your enquiries come in, where jobs get stuck, or what your team keeps doing manually every single day, they’re guessing. A good partner starts with questions like: "What happens with inbound leads?" "Where do things slow down?" "What are you doing several times per day?" "What takes up time and headspace for no good reason?" That’s the real starting point. Not the software. Not the demo. Not the dramatic promises. If they can’t clearly explain why something will make your day easier, save your team time, or remove a bottleneck, it’s probably not the right fit. If getting a few hours back each week sounds useful, get in touch, and we’ll help you spot the obvious time drains.

How to immediately respond to every lead and get more customers

By Jon Richardson • April 11, 2026

Let’s be honest: you’re probably tough to contact That’s not a criticism. It just means you’re successful. Whether you’re a solicitor in Christchurch, a high-end salon owner in Bournemouth, or a trade specialist in the New Forest, you’re busy, in meetings, on-site, and focused on the work that keeps your business running. Here’s the issue: while you’re focused on your work, you’re missing new opportunities. When a contact form goes unread for hours, or a call goes to voicemail, you’ve effectively lost that lead you have worked so hard for. In today’s world, the fastest responder wins—not just the one who offers the best service. If you slow your sales process, you could lose leads before you even speak with them. The Brutal Reality of "Speed to Lead" People expect quick answers. If someone in Bournemouth needs a service at 7:35 PM on a Saturday, they want their problem solved right away or at least to know that someone will help as soon as possible. Your chances of converting a lead drop by 80% if you wait more than ten minutes to respond. By the time you finish a coffee or a client call, your lead may already have contacted someone else. If you’re not the first to answer or reply, you risk losing out. Today’s customers see slow responses as unreliable. If you take two days to respond to a quote request, they might think the whole job will take much longer. The Manual Bottleneck: Why You Are the Problem Most business owners we meet at Overt Digital Media value their personal touch. They like to answer emails themselves and to be the voice on the phone. But this approach may slow your growth. Think about your current process: A potential customer fills out a form on your website. An email notification lands in your inbox (among 50 other emails). You see it 45 minutes later while grabbing lunch. You tell yourself, "I'll reply when I get back to the office." You get back to the office, get distracted by an urgent issue, and finally reply at 6:00 PM. By 6:00 PM, that lead has already booked a consultation with another s eo agency in Christchurch or a different local provider who has a system in place to catch them instantly. Manually following up is tiring and inconsistent. It often makes you switch tasks, breaking your focus and lowering productivity. You end up doing admin work for free and missing out on income. Enter the 24/7 Gatekeeper: The AI Receptionist The most common problem is missing phone calls. You might be on another call, driving, or simply taking a break from work. Voicemail rarely works for leads. Fewer than one in ten people leave messages; most just hang up and call someone else. This is where an AI Receptionist comes in. Unlike a traditional answering service, which just takes a name and number. An AI receptionist can actually handle the inquiry. It can answer questions, qualify leads, and even book an appointment directly in your calendar. Picture a client calling your business at midnight. Instead of no going through to voicemail, they reach an intelligent assistant who answers their questions and books a meeting for Monday morning. You wake up to a full calendar, and your client feels confident. This is how you stay ahead without answering every call yourself. Book a demonstration of our AI Receptionist