5 Must-Have Google Business Profile Features You're Probably Ignoring

Your Google Business Profile isn’t just a digital business card—it’s your secret weapon for dominating local search. Yet, most businesses miss out on game-changing features that could skyrocket their visibility and conversions. Are you one of them? Discover the five must-use GBP features that can put your business on the map—literally.

Your Google Business Profile (GBP) is more than just an online listing—it’s a powerful, free tool that can drive customers to your business. Yet, most local business owners underutilize some of its best features.

In competitive industries like accounting firms, legal services, laser spas, medspas, auto repair shops, and home services (HVAC, roofers, dryer vent cleaning, security systems, and realtors), mastering GBP can be the key to standing out in local searches and attracting more customers.

This article uncovers five critical GBP features that you should start using today to improve your online visibility, engagement, and conversions.

1. Messaging, Q&A, and Appointment Booking: The Conversion Trifecta

Why This Matters

These three features reduce friction in the customer journey, making it easier for potential clients to connect, inquire, and schedule services without visiting your website. A seamless experience increases customer trust and conversion rates.

Industry Examples

Accounting Firms (CPAs): Clients can ask quick tax or financial planning questions before booking a consultation.
Lawyers: Potential clients might hesitate to call but are more likely to inquire via direct messages.
Medspas & Laser Spas: A streamlined booking process results in more appointments for treatments like Botox or laser hair removal.
Auto Repair Shops: Customers can request repair estimates or check for available appointment slots instantly.
Home Services: Homeowners can message about urgent repairs like HVAC breakdowns, roof leaks, or security system installations.

Action Steps

Enable Messaging in your GBP dashboard.
Set up automated responses to common inquiries.
Activate Appointment Booking (Google integrates with several scheduling platforms).
Regularly monitor the Q&A section to provide accurate answers.

2. GBP Posts: The Most Underutilized Marketing Tool

Why This Matters

GBP Posts function as mini social media updates on your profile, helping businesses stay relevant while boosting SEO and engagement. These posts can appear in Google Search and Google Maps, allowing businesses to highlight promotions, events, or announcements directly on their profile. They support up to 1,500 characters, enabling detailed updates that include images, videos, and CTA buttons like "Learn More" or "Book Now." Regularly updating posts helps keep your profile active, signals relevance to Google’s algorithm, and can improve local search rankings.

Industry Examples

Realtors: Showcase new property listings and open house dates.

Law Firms: Post legal tips, case studies, or changes in regulations.

Auto Repair Shops: Promote seasonal offers like free battery tests before winter.

Medspas & Laser Spas: Highlight before-and-after results, new treatments, and discounts.

HVAC & Home Services: Share preventative maintenance tips and service promotions before extreme weather changes.

Action Steps

Post at least once per week to keep your profile fresh.
Use eye-catching images and a clear call-to-action.
Promote limited-time offers and events to encourage quick action.

3. Business Description: The Missing Piece in Most GBP Profiles

Why This Matters

Your business description is a key opportunity to optimize your profile with industry-specific keywords and attract the right customers.

Industry Examples

Law Firms: Instead of "We handle legal cases," try "Specializing in family law, commercial contracts, intellectual property, and criminal defense."
Auto Repair Shops: Replace generic descriptions with "Full-service auto repair, including brake replacement, engine diagnostics, and tire alignment."
Medspas & Laser Spas: Be specific: "Offering Botox, laser hair removal, body sculpting, and advanced skin rejuvenation."

Action Steps

Write a 250-750 character business description with targeted keywords.
Avoid marketing phrases like "Best in town!" (Google prohibits promotional language).
Regularly update your description as services evolve.

4. Multi-Category Listings: Don’t Limit Your Visibility

Why This Matters

With over 4,000 Google Business Profile categories available, selecting the right ones can be overwhelming. Many categories appear vague, and Google provides little guidance on making the best choice for your business.

What Are Google My Business Categories?

Google My Business categories help your profile show for relevant searches in Google Maps and Local 3-Pack and help potential customers find local businesses when performing localized searches. When creating a Google My Business Listing, one of the first steps is to choose a business category. This consists of setting 1 primary category and up to 9 additional business categories.

Nearly 99% of businesses are listed under a single primary category, overlooking a major optimization opportunity. By strategically selecting multiple relevant categories, businesses can significantly expand their reach, attract thousands of additional local views, and ultimately increase revenue.

Industry Examples & Recommended Categories

Primary Category: Laser Spa

Additional Categories:

Medical Spa
Laser Hair Removal Service
Skin Care Clinic

Primary Category: CPA Accountants:

Additional Categories:

Certified Public Accountant
Tax Preparation Service
Financial Consultant

Primary Category: Law Firm

Additional Categories:

Medical Lawyer
Divorce Lawyer
Family Law Attorney
Criminal Defense Lawyer
Business Lawyer
Real Estate Attorney
Insurance attorney
Immigration Attorney
Patent attorney

Primary Category: Auto Repair Shop

Additional Categories:

auto painting
Auto bodywork mechanic
Brake Shop
auto body shop
Tire Shop

Primary Category: Home Help

Additional Categories:

HVAC Contractor
Heating Contractor
Air Duct Cleaning Service

Primary Category: Realtor

Additional Categories:

Real Estate Agency
Commercial Real Estate Agent
Property Management Company

How To Choose The Best Business Categories

The best way to select categories for your Google Business Profile (GBP) is to align them with your business goals and ensure they enhance your local visibility.

Key Factors to Consider When Selecting Business Categories:

Profitability – Choose categories that highlight your most profitable services to attract high-value clients.
Search Volume – Select categories associated with high-traffic keywords to increase discoverability in local searches.
Competitor Analysis – Research the categories your top competitors use to ensure you're not missing opportunities to appear in relevant searches.

While adding multiple categories can help expand your reach, it’s important to keep them relevant and follow Google’s Guidelines to avoid potential suspensions due to inaccurate or misleading listings.

Action Steps

Review your current GBP categories and add relevant ones.
Check competitors' categories to identify missed opportunities.
Update categories periodically as Google introduces new ones.

5. Get More Reviews – The Critical Factor for Ranking in the Local 3-Pack

Why This Matters

Google’s ranking algorithm heavily prioritizes reviews, with studies showing they account for up to 20% of local SEO ranking factors. Reviews are one of the strongest indicators of business authenticity, as they signal real customer interactions and endorsements. Google values this because it provides a reliable, user-generated validation of a business’s quality, responsiveness, and trustworthiness.

Beyond SEO, reviews influence purchasing decisions, with 93% of consumers saying online reviews impact their choices. Businesses with more positive, recent reviews consistently outperform competitors in Google’s Local 3-Pack, the top three local business results displayed on Google Search and Maps.

Additionally, Google evaluates not just the quantity but also the frequency, diversity, and response rate of reviews. Regular, detailed reviews that include relevant keywords and location-based mentions further boost local rankings by demonstrating business relevance and engagement with the community.

Additionally, Google analyzes review frequency, diversity, and response rates. Frequent, authentic, and detailed reviews signal business legitimacy and engagement, increasing the chances of ranking higher in local searches. Beyond SEO benefits, customer feedback helps businesses refine their services and enhance customer experience.

Industry Examples

Medspas & Laser Spas: Aesthetic treatments are a trust-based industry; businesses with recent before-and-after photos in reviews see higher appointment bookings.

Law Firms: Since legal services require strong credibility, verified client testimonials play a critical role in attracting new clients.

Auto Repair Shops: High review volume reassures customers that they are choosing a reputable and reliable repair service.

Home Services (HVAC, Roofers, Security Systems): Many homeowners won’t hire a contractor without reading multiple reviews first.

Realtors: Buyers and sellers rely on real estate agent reviews to validate expertise, responsiveness, and negotiation skills.

Action Steps

Automate review requests via SMS or email immediately after a service is completed.
Respond to every review within 24-48 hours to show engagement (even negative reviews can be turned into a positive experience with a well-crafted response).
Encourage customers to include photos with their reviews, as visual content increases trust and conversions.

Use Google’s “Request a Review” link and make it easily accessible on your website, email signature, or invoices.

Address negative reviews professionally—responding with solutions and follow-ups shows commitment to customer satisfaction.

Regularly monitor your review trends and adjust your business strategy based on customer feedback.

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