How to Build Trust with Your Customers Using Google Business Profile

Google Business Profile is a powerful tool that helps local businesses, like yours, show up in search results, maps and more. But beyond just getting your name out there, it’s also a great way to build credibility with your customers. Here’s how you can use GBP to establish trust and grow your business.

Top tip: Google Maps is an effective search engine for local businesses, so it’s important to be listed and to list yourself well, and collect all important reviews.

Three simple steps to the perfect profile

Step one: make sure your business is listed and verified. If you haven’t done this yet, head over to the Google Business Profile website and search for your business. Claim it if it’s already listed, or create a new listing if it’s not. Once you’re verified, fill out every section of your profile: business name, address, phone number, website, business hours, and any other relevant information. A fully completed profile looks professional and reassures customers that you’re a legitimate business.

Step two: showcase your work. In our line of business, seeing is believing. Customers love to see the work you’ve done, and GBP gives you the perfect platform to show it off. Start by uploading high-quality photos of completed jobs (and maybe even a nice head shot of yourself). Whether it’s a before-and-after shot of a bathroom renovation or a clean installation of a new boiler, these images can speak volumes about the quality of your work. And don’t forget to include a few pictures of your team in action - people like to see who they’re hiring.

If a picture is worth a thousand words, a video is worth even more. Consider recording a time-lapse of a job from start to finish or a quick walk-through of a recent project. These videos don’t need to be professionally edited; just make sure they clearly show the process and the end result. A simple video can make a significant impact by giving potential customers a behind-the-scenes look at your work.

Step three: Ask for reviews. Reviews are a critical aspect of your GBP profile. They provide proof of the quality of your work and can be a deciding factor for potential customers. Don’t be shy about asking for reviews. After completing a job, send a follow-up email or text with a direct link to your GBP review page, asking your satisfied customers if they would kindly leave their feedback. Make it easy for them, and you’ll be surprised at how many are willing to post a review.

Top tip: I would recommend buying a Google review card. It’s a plastic card like a credit card that you put in your wallet, and like a credit card it has an NFC chip in it, as well as a QR Code. Before you leave a completed the job, ask your customer to tap their phone on the card to leave a review. I guarantee that almost every single customer will give you positive feedback right then and there. This saves precious time chasing up reviews later.

Keep your profile fresh - engage and respond

It’s not enough just to collect reviews - you also need to engage with them. Always respond to every review, whether it’s positive or negative. Thank your happy customers for their kind words, and address any issues raised in negative reviews in a professional way. This shows that you care about your clients and are committed to resolving any problems that might arise.

Here’s an example of how to respond to a positive review: “Thanks so much for the kind words, Mrs. Jones! We’re glad you’re happy with your new heating system. If you ever need anything else, don’t hesitate to give us a call.”

And for a negative review: “We’re sorry to hear you had a less-than-perfect experience, Mr. Smith. We take your feedback seriously and would love to make it right. Please reach out to us directly at [your phone number] so we can discuss how to resolve this issue.”

In addition to reviews, GBP offers other features that can help build trust, such as Google Posts and the Q&A section. Google Posts allow you to share updates, promotions, or news directly on your profile. Think of it as your own mini-newsfeed where you can keep your customers informed about what’s new with your business. When creating posts, keep them short and to the point. Highlight any special promotions, seasonal offers, or new services you’re offering. For example, “Summer Special: Get 10% off all boiler replacements booked in July!” or “Contact us today to schedule your service.” Regularly updating your Google Posts keeps your profile fresh and shows customers that your business is active and engaged.

The Q&A section is another tool to build trust by addressing potential customers' concerns before they even reach out to you. Think about the questions you’re frequently asked, and answer them in the Q&A section of your GBP profile. This not only saves time but also positions you as a knowledgeable and reliable expert in your field. Make it a habit to check the Q&A section regularly. If someone asks a new question, respond promptly. Again, this shows that you’re attentive and responsive, which are key traits customers look for in a tradesperson.

Use analytics to refine your profile and grow your business

Lastly, don’t forget to take advantage of the insights provided by GBP. These insights offer valuable information on how customers find and interact with your profile. Pay attention to metrics like how customers found your business, how many people viewed your photos, and what actions they took (calls, website visits, etc.). This information can help you refine your strategy and make informed decisions. For example, if you notice that a particular post or photo is getting a lot of attention, you might want to create more content like it. If certain search terms are driving traffic to your profile, consider incorporating those keywords into your posts and descriptions to capture even more interest.

Building trust through Google Business Profile isn’t a one-time task. It requires consistent effort to keep your profile updated, respond to reviews, and engage with your audience. But the payoff is worth it - over time, you’ll build a strong online presence that reassures potential customers and keeps your business top of mind.

If you haven’t set up your Google Business Profile profile yet, now’s the time to do it. And if you’re already on GBP, take a few minutes to optimise your profile and start building that trust with your customers. Remember, it doesn’t take much—just a little consistency and attention to detail.

And if you ever need help or want some advice on how to market your business, feel free to reach out to me personally at ethan@discreteheat.co.uk - I’m always here to help.