10 Google Business Profile Mistakes Costing You Customers

Stop Losing Customers to Simple Profile Errors—Here's Your Fix-It Guide

You've poured your heart into building your business. You've perfected your service, delighted your customers, and finally decided to claim your Google Business Profile (that free listing that shows up when people search for businesses like yours on Google Maps and Search).

But here's the frustrating part: despite having a great business, potential customers are scrolling right past you—or worse, they can't find you at all.

The culprit? Usually, it's one (or several) of these ten fixable mistakes. The good news: you don't need to be a tech wizard to get this right. Let's walk through each error together and get your profile working for you instead of against you.

Mistake #1: Claiming Your Profile... Never

The Problem: Roughly 40% of small businesses haven't claimed their Google Business Profile at all. That means Google creates a basic listing with whatever information it scrapes from the web—which is often outdated or just plain wrong.

The Fix: Head to business.google.com and search for your business name. If it's already there (unclaimed), you'll see an option to "Claim this business." Follow the verification steps—usually, Google sends a postcard with a code to your business address, though some businesses qualify for instant verification via phone or email.

Why It Matters: An unclaimed profile means you can't update your hours, add photos, respond to reviews, or control how your business appears to customers. You're essentially invisible.

Mistake #2: Duplicate Listings Everywhere

The Problem: You move locations, change your business name slightly, or someone on your team creates a "new" profile without realizing one exists. Suddenly, you have two (or three!) listings competing against each other—confusing customers and weakening your ranking.

The Fix: Search Google Maps for your business name and address. If you spot duplicates, sign into your Google Business Profile dashboard, find the duplicate, and select "Mark as duplicate" from the menu. Google will merge or remove it within a few days. If you don't own the duplicate, use the "Suggest an edit" option on the listing and report it as a duplicate.

Pro Tip: Keep a record of every profile you've ever created, including old URLs and login credentials, so you can clean them up properly.

Mistake #3: Choosing the Wrong Business Category

The Problem: Your primary category is the single most important ranking factor for local search. If you're a family law attorney but selected "Legal Services" instead of "Family Law Attorney," you're missing clients actively searching for your specialty.

The Fix: Log into your Google Business Profile, click "Edit profile," then "Business category." Choose the most specific category that describes what you do. You can add up to nine additional categories, but your primary one drives the most impact.

Example: A bakery specializing in wedding cakes should use "Wedding Bakery" as primary, not just "Bakery."

Mistake #4: Incomplete or Vague Business Information

The Problem: Missing phone numbers, incomplete addresses, or generic business descriptions make you look unprofessional—and Google's algorithm won't prioritize incomplete profiles.

The Fix: Fill out every single field in your profile:

• Business name: Use your real business name (don't stuff keywords here—Google penalizes that)

• Address: Be precise; if you're home-based and don't want your home address public, register as a service-area business

• Phone number: Use a local number that goes straight to you

• Website: Link to your actual website, not a Facebook page

• Business description: Write 250 words about what you do, who you serve, and what makes you different (think customer-focused, not robotic)

Mistake #5: Wrong or Missing Business Hours

The Problem: A potential customer drives 20 minutes to your shop on Saturday, only to find a locked door because your profile says you're open when you're actually closed. That's a lost customer—and probably a one-star review.

The Fix: Update your hours for every day of the week, including special hours for holidays. Set "Special hours" for events like Thanksgiving, Christmas, or any day you're closing early. Check this quarterly to keep it accurate.

Bonus: If you offer 24/7 service or have appointment-only hours, make sure to select those options too.

Mistake #6: Zero Photos (or Just One Sad Stock Image)

The Problem: Businesses with photos receive 42% more requests for directions and 35% more clicks to their websites than those without. If your profile is a visual desert, customers assume you're outdated or not serious.

The Fix: Upload at least 10-15 high-quality photos showing:

• Your storefront or workspace

• Your team in action

• Your products or completed work

• The customer experience (people using your service, happy moments)

• Interior and exterior shots

Update photos monthly if possible. Phone photos are fine—just make sure they're clear, well-lit, and authentic (skip the overly staged stock images).

Mistake #7: Ignoring Customer Reviews

The Problem: Reviews are social proof, and 87% of consumers read them before choosing a business. If you're not responding to reviews—good or bad—you're signaling that you don't care about customer feedback.

The Fix: Respond to every review within 24-48 hours:

• Positive reviews: Thank the customer by name, mention something specific they said, and invite them back

• Negative reviews: Apologize sincerely, acknowledge their concern, offer to make it right offline (via phone or email), and keep it professional

Script for negative reviews: "Hi [Name], thank you for sharing your feedback. I'm sorry we didn't meet your expectations with [specific issue]. I'd love to discuss this further and find a solution—please reach out to me directly at [phone/email]. We appreciate the opportunity to improve."

Mistake #8: Not Using Posts or Updates

The Problem: Google Business Posts (those mini-updates that appear on your profile) are free advertising space—but most businesses never use them.

The Fix: Publish a post once a week highlighting:

• Special promotions or discounts

• New products or services

• Upcoming events

• Helpful tips related to your industry

• Customer success stories

Posts expire after seven days, so treat them like social media stories—timely, visual, and engaging.

Mistake #9: Forgetting About Service Areas or Service Offerings

The Problem: If you're a plumber, house cleaner, or mobile pet groomer serving multiple neighborhoods, but you've only listed your home base, you're invisible to customers outside that zip code.

The Fix: In your profile settings, select "Service area business" and add every city, town, or zip code you serve (up to 20). Also, list your specific services under the "Services" tab—this helps you show up for niche searches like "emergency drain cleaning" instead of just "plumber."

Mistake #10: Setting It and Forgetting It

The Problem: Google rewards active, updated profiles with better visibility. If you claimed your profile two years ago and haven't touched it since, you're slipping down the rankings.

The Fix: Set a monthly calendar reminder to:

• Add new photos

• Update business info (hours, services, phone)

• Post an update or promotion

• Respond to new reviews

• Check insights (Google tells you how people are finding you)

Treat your Google Business Profile like you'd treat your storefront window—keep it fresh, accurate, and inviting.

Your Next Steps: The 15-Minute Profile Audit

Right now, open your Google Business Profile on your phone or computer and run through this quick checklist:

☐ Is your business information 100% accurate?
☐ Have you chosen the most specific primary category?
☐ Are your hours updated (including special hours)?
☐ Do you have at least 10 recent photos?
☐ Have you responded to your last five reviews?
☐ Have you posted an update in the last 30 days?
☐ Are your services or service areas listed?

If you checked fewer than six boxes, you've got some quick wins waiting for you.

Need a Hand? Let's Talk

Optimizing your Google Business Profile is one of the smartest (and most budget-friendly) marketing moves you can make. If you'd like a second pair of eyes on your profile—or help setting it up the right way from the start—I'd be happy to walk you through it. Schedule a 15-minute discussion.

When you're ready to get your books in order too, I'm here for that conversation. But for now, let's make sure customers can actually find you online.